Analytic Insights & Product Strategy

Data + Strategic Insights

Understanding your data is key to optimizing revenue operations, improving the sales pipeline and marketing funnel, and making strategic business decisions. Keeping an eye on that data, and knowing how to analyze it properly, can often provide surprising results.

At Cannon Instrument Company, while in the process of analyzing the data for the purpose of audience segmentation and targeting, I found that there were outliers in the data regarding one specific product within the portfolio.

With an eye towards broadening the marketing funnel and widening the customer base, I dug deeper to understand. Was this a fluke? Was it statistically significant? And how much revenue, exactly, did the data predict this product would bring in by diversifying revenue streams?

After running several tests, we discovered my analysis was correct.

This product had the potential to widen the top of the marketing funnel and increase brand recognition and revenue by at least 200%.

Based on product discovery and data, I suggested a new strategy to marketing this product – both to increase market share and awareness by using new cohorts for paid search and widening the funnel for ProPak,. Based on product research in addition to the outliers in the data reports (compared to other products in the portfolio), there was potentially a much wider audience with nearly limitless sales opportunities.

As a result, Cannon decided to create a separate umbrella company for this product, ProPak. It’s now PDSProPak.com.

Hence by organizing and analyzing sales and marketing funnel and pipeline data, aggregating and visualizing those reports and presenting the information to the executive leadership team, I was instrumental in the creation of a new company that increased the organization’s value, boosted revenue, opened new prospective channels, and likewise, created more jobs.

Propak continues to grow today.

Branding + UX

At Cannon, I spearheaded the process of upgrading the outdated website to a new, sleeker site. Some requirements included that it needed to:

a) connect to the ecommerce platform

b) integrate with the B2B systems and full tech stack

c) provide high-converting product detail pages with forms to capture first-person data.

When creating the new website, we updated the branding with muted tones to contrast with the bright red logo and main color.

Below is a hero banner with a carousel of images, created in Photoshop, using an overlay heading that I coded on top of the image using HTML, CSS, and JS.