Conducted pre-, mid-, and post-campaign performance benchmarking for Hershey’s PB&J KitKat launch using Tableau dashboards and advanced data visualization. Analysed funnel KPIs (CPC, CTR, TSAR, CPTSA), channel attribution, and audience segmentation to evaluate media mix effectiveness and ROI trends. Built forecasts with exponential smoothing and delivered predictive insights to guide data-driven campaign optimization.
