The marketing team needed a clear view of where conversion was happening and where outbound effort was being wasted. Existing reporting lacked segment-level clarity and made campaign decisions slower than necessary.

• 11.70% baseline conversion identified across 45,211 contacts
• 42.42% conversion in the highest-performing segment
• 40% outreach waste reduction by capping attempts at three
• 2.5x campaign efficiency in strong seasonal windows

• Validated totals, conversion rates, and segment counts against source records.
• Retained unknown categories to prevent misleading overconfidence in segmented results.
• Documented sample-size thresholds for stable segment-level recommendations.

The objective was to design a reusable dashboard shell that could be used for weekly performance reviews and ad-hoc investigative analysis without requiring query-level edits.

• Reduced time-to-insight through filter-first navigation design.
• Improved trend readability with consistent KPI framing across views.
• Created a practical template for stakeholder reporting demos.

• Validated metric calculations against raw transaction samples.
• Tested drill paths for consistency between summary and detail states.
• Optimized chart and table density for mobile and desktop review contexts.