Marketing Analytics and Consumer Insights Intern

During my internship at Penguin Random House, I had the opportunity to work within the Marketing Analytics and Consumer Insights teams. This role allowed me to dive deep into the world of book publishing, where data-driven decisions play a crucial role in understanding consumer behavior and optimizing marketing strategies.

Key Responsibilities

  • Data Analysis: Analyzed large datasets to uncover trends and insights surrounding web analytics and marketing performance. Utilized tools such as Adobe Analytics and Excel for data manipulation and analysis.

  • Market Research: Conducted comprehensive market research to support the development of targeted marketing campaigns.

  • Reporting and Visualization: Created detailed reports and visualizations using tools like Excel and PowerBI to present findings to the consumer marketing department and senior executives. These reports were instrumental in guiding marketing strategies and decision-making processes.

  • Consumer Surveys: Designed and administered consumer surveys to gather qualitative data. Analyzed survey results to better understand reader preferences and behaviors.

Technologies and Tools Used

  • Data Analysis: Excel

  • Data Visualization: Power BI

  • Survey Tools: SurveyMonkey, YouGov Profiles

  • Marketing Tools: Adobe Analytics

Key Achievements

  • Trend Analysis: Assisted in the evaluation of marketing performance by analyzing 3+ trends on a monthly basis related to the PRH, Brightly, and Splash websites for internal-facing deliverables and reports.

  • Executive Reporting: Facilitated stakeholder communication by leading an executive reporting project related to consumer marketing revenue, audience, marketing spend and engagement.

  • Consumer Insights: Identified 10+ insights for The Reader Lounge by performing analysis on the results from The Reader Lounge's monthly surveys.

  • Engagement Strategies: Helped develop long-term engagement strategies for The Reader Lounge by leading a research project on Gen Z and their attitudes toward market research and research communities.

Next

Digitas