Kendra Scott Marketing Analysis
Throughout this project and this course, I strengthened my understanding of how brands connect with audiences across platforms using both data-driven strategy and creative execution. During the semester, I developed a well-rounded skill set that spans technical marketing fundamentals, analytical thinking, and emerging industry trends. The class emphasized not only how digital marketing works, but why ethical, informed decision-making matters in an ever-evolving digital landscape.
One of the key areas of focus was search engine marketing and optimization, including the distinction between ethical “white hat” SEO practices and unethical “black hat” techniques. I gained hands-on experience with a variety of digital marketing channels, including email marketing and social media strategy, while also exploring how traditional tactics such as print still play a role in integrated campaigns. Additionally, the course emphasized the importance of staying current with marketing news and trends, reinforcing the need for continuous learning in a fast-paced industry. I also strengthened my analytical skills by calculating and interpreting key performance metrics, including click-through rate (CTR), cost per click (CPC), and return on investment (ROI), which enabled me to evaluate campaign effectiveness more effectively.
The semester-long project served as a practical application of these skills. I selected a brand to analyze in depth, examining its existing digital marketing presence across channels and evaluating what strategies were working well versus where improvements could be made. Using industry-leading marketing technology tools such as Similarweb and Rival IQ, I conducted competitive and performance analyses to inform strategic recommendations. The outcome combined research, data analysis, and creative thinking to propose actionable improvements grounded in real-world insights. This project challenged me to think like a digital marketer, balancing strategy, creativity, and measurable results, while also considering how emerging tools, including AI, are shaping the future of marketing.
Click the button below to see my full analysis of Kendra Scott's marketing strategies.
