Almuni Diary - Strategy & Analysis
Pratyush Vaishnavi '02
Manager, Strategy & Analysis
Digitas, Boston, MA
8:30 am
Read and reply to emails that might have come in early morning. Browse Forrester reports related to Online Marketing and forward to broader team if there are any interesting insights that we can use for making recommendations to clients.
9:00 am
Analyze Doubleclick data that I had downloaded last week, and write a high level summary for how the Gillette Fusion online ad campaign performed. Ads were placed on sites targeting men 18-34 that drove to the Gillette Fusion sitelet. Look at click rates, connect rates, conversion rates to target landing pages, in a pivot table for the overall campaign. Then deeper dive into sites, placements, creative, and size to see what elements of the campaign did better than average. Also compare forecast to actual and explain what may be driving that difference.
11:00 am
Shift gears and work on an L.L.Bean deliverable that involves analyzing online visitor patterns and writing up a Power point deck on key learnings and recommendations
12:00 pm
Have lunch with co-workers at Pizerria Rico, the pizza place we agreed on. Turns out Andy saw ‘The Departed’ at Loews too this weekend. Mark has been traveling a lot to the Detroit office to make client presentations.
1:00 pm
Present findings from initial analysis to the media, marketing and creative teams. The client deliverable is in two weeks so we will need to move fast. I take notes on the changes that the team wants to see and set a realistic date for next internal meeting.
2.15 pm
The Gillette meeting ran over and I’m going to have to push out the bi-weekly status meeting with my manager to next week. I use the time to reply to the 15 emails that came through in the last half an hour.
2.30 pm
Meet with John in his office to go over the structure for L.L.Bean deck that I’ve been working on. He is pleased with the progress but feels we need to bring it up a level since it is a more senior audience that we will present to. We blankslide the new deck structure on the whiteboard.
3:00 pm
Meet with the research team to go over findings from an online research survey for Gillette Fusion. We will incorporate these findings into our results deck along with the clickstream data that I have already analyzed.
4:00 pm
Work on a report for an Oral-B campaign that has total number of online coupons printed and redeemed. We offered higher value coupons to customers that use higher end toothbrushes and this report will analyze print and redemption rates for low vs. high value coupons.
5:00 pm
It’s time for SAS class. We regularly have Learning & Development classes to help us hone our skill sets better. I have always wanted to learn data mining and this class should help me take on more projects.
