Chewy
A MID-CYCLE PROJECT — Made with COOP Careers
Synopsis
Turned cross-channel performance data into clear insights and optimization strategies for Chewy’s SEM and Paid Social campaigns.
My Role
Team Lead, Creative Strategy, Quality Assurance, Data Analytics, Performance Reporting, Insights
Tools
Microsoft Excel, Google Sheets, Canva
Description
For this mid-cycle project, our team partnered on a simulated client engagement with Chewy to evaluate previous marketing performance and uncover opportunities for optimization. We were tasked with building a comprehensive performance report in Excel, analyzing SEM and Paid Social data from Q1–Q2 2024. The project focused on breaking down performance by channel and campaign, assessing key metrics such as spend, orders, revenue, CTR, CPC, CPA, and conversion rate, and identifying high- and low-performing product categories (Dogs, Cats, Birds, etc.). In addition to the report, we developed a client-facing presentation that translated complex data into clear, visual insights and strategic recommendations.
Data Analysis & Performance Insights
Our analysis centered on evaluating cross-channel performance and cost efficiency across both quarters. Using Excel, we organized and analyzed large datasets through pivot tables, lookup functions, and calculated metrics to compare SEM and Paid Social performance at both the channel and campaign level.
We identified which channels drove the strongest results in terms of CTR, CVR, and CPC, and assessed overall efficiency by comparing Q1 and Q2 performance. Campaign-level analysis revealed clear top performers among core categories like Dogs and Cats, while smaller segments—such as Reptile (Paid Social) and Fish (SEM)—showed lower efficiency, with higher costs and weaker order volume.
By combining channel and campaign insights, we pinpointed where budget was being maximized and where reallocation opportunities existed. These findings informed strategic recommendations around optimizing channel mix, refining campaign focus, and prioritizing high-performing product categories to improve overall return on investment.