ANALYTICS OPTIMIZATION REPORT

In this Project and Portfolio IV assignment at Full Sail University, students were tasked with developing a comprehensive Analytics Optimization Plan that demonstrates the ability to analyze digital performance data, identify behavioral trends, and translate insights into measurable marketing strategies. Acting as a digital marketing consultant, each student reviewed live Google Analytics reports to evaluate a company’s online performance and create data-driven recommendations to improve conversions, engagement, and ROI. For this project, I analyzed the web analytics of EverRoot Nutrition—a simulated case study—to identify actionable insights across traffic sources, audience behavior patterns, and conversion funnel performance. I established SMART goals and KPIs to guide optimization efforts—such as increasing mobile engagement, refining SEO strategy, and enhancing user retention through personalized content. The report integrated emerging digital marketing trends including AI-driven personalization, micro-moment targeting, and data privacy compliance (GDPR/CCPA).