Case Study
Improving Conversion Through Data Maturity & Content Intelligence
- Industry: B2B Bakery Supply
- Organization: 100+ year global manufacturer
- Role: Data Reporting Analyst
- Focus: Analytics architecture, governance, conversion optimization
Context & Opportunity
Dawn Foods was in the early stages of launching its first eCommerce experience for professional bakers, resellers, and internal sales teams. When I joined, the analytics environment was nascent and navigating the transition from Universal Analytics to GA4.
There was strong organizational interest in using data to guide decisions, but limited governance, inconsistent documentation, and early‑stage analytical maturity.
My Role & Approach
- Built scalable GA4 and Google Tag Manager event tracking using JavaScript
- Established naming conventions, documentation standards, and QA practices
- Partnered with marketing, UX/UI, development, and leadership stakeholders
- Translated business priorities into measurement frameworks and dashboards
Conversion Optimization Initiative
Product pages averaged a 47% page‑view → add‑to‑cart rate. Our goal was to increase this to 50% by year‑end.
- Analyzed top‑performing product pages and identified repeatable content patterns
- Developed a scoring framework based on content signals and page features
- Implemented custom tracking for image clicks, scroll depth, and carousel engagement
- Enabled evidence‑based content and design optimization
Result: Increased add‑to‑cart rate to meet the 50% target and established repeatable, data‑backed content standards
Extended Impact
- Informed UX/UI and development teams on intuitive menu structures
- Measured upsell and cross‑sell patterns that supported larger basket size
- Created dashboards tailored to marketing, UX, development, and leadership audiences
- Developed A/B testing success criteria and RICE scoring templates for experiment and roadmap prioritization
