A data analyst at a t-shirt brand explains how shifting from generic ads to real customer stories generated 200,000 new customers in six months, with nearly half becoming repeat buyers. The change came from tracking clicks, views, and comments across platforms to measure what actually worked.
Chapters
We were able to generate 200,000 more customers over the last 6 months. I currently work as a data analyst for a global t-shirt brand. What I do as a data analyst is to generate, consolidate, and analyze their datasets from different sources. I do this for different other functions like marketing, research and development, customer retention, and feedback. For our marketing team, what I do is analyze data of our ads from different platforms. I generate data on the number of clicks per platform, the number of viewers, the number of comments, so that I can check on efficiency and effectiveness of each of those platforms. When we made our changes in terms of our approach for advertising, what kind of content we bring out, we now highlight their experiences as part of the advertisement. I'm proud to say that having done this, we were able to generate 200,000 more customers over the last 6 months, and almost half of them are repeat purchasers. It's an achievement not just for myself but for our marketing team because we were able to collaborate on that.
