As an Ecommerce Analyst at Fresh N' Lean, I led the initiative to modernize our data infrastructure and improve customer journey visibility. My work centered around implementing Server-Side Google Tag Manager and GA4, configured with customized dataLayer events that offered granular insights into user interactions. Paired with Power-BI, this upgrade enabled the team to track behavior with greater accuracy across devices and platforms, empowering more strategic marketing decisions and refined performance attribution.
To gain a clearer picture of how users engaged with our site and where drop-offs occurred, I introduced Mixpanel as our behavioral analytics solution. I designed detailed user cohorts based on engagement depth, purchase history, and site interactions. This data gave us the tools to identify high-churn-risk users early and roll out targeted email flows and personalized on-site experiences. The result was a measurable decline in churn and a boost in overall customer lifetime value.
During a deep audit of our marketing attribution, I uncovered misconfigurations that had been distorting return on ad spend and performance metrics. By resolving these and integrating user events into PowerBI dashboards, I enabled leadership to make data-informed optimizations based on accurate funnel behavior. Our analysis revealed key top-of-funnel behaviors—such as repeat visits to product pages and scroll depth on landing pages—that correlated strongly with conversion. These insights drove changes to ad creative and landing page content, ultimately improving the Marketing Expense Ratio (MER) and increasing efficiency across campaigns.
