DETAILED PROJECT CASES AND WORKING PRINCIPLES

Diagnosing Ineffective Advertising Spend

The IamGhostProducer case illustrates an analytical approach to campaigns that consume budget but fail to generate conversions. In this situation, a specialist must examine campaign settings and objectives, whether targeting matches the actual audience, whether ad links and landing pages work, and whether conversions are being tracked correctly. Olena found that the advertising platform was misreading landing page URLs. The addresses became invalid, and clicks ended in 404 Not Found errors. Consequently, the campaign generated no conversions for approximately three months, with a monthly advertising budget of $7,500–$12,000. The service's technical support team confirmed in writing that the error was on its side. This does not establish that the entire three months of spending was definitively lost.

End-to-End Measurement of Commercial Performance

The Hayali case combines team-based Google Ads optimization, Meta Ads auditing, UX analysis, sales manager training, and lead handling. It demonstrates why advertising cannot be evaluated on clicks alone. Useful business decisions also require cost per conversion, inquiry volume, seasonality, user journeys, and accessibility of communication channels. The project's recorded metrics were a reduction in cost per conversion from $3 to $0.50, a 10–12% conversion rate across all website traffic, and 143–147 versus 50–86 daily inquiries in different periods. These remain project-wide, team-level results. Olena's specific contribution was analytics, UX design, and sales manager training.

Connecting Marketing With Customer Service Operations

At Halal Holiday Check, analysis extended beyond ad accounts. Even strong traffic cannot produce efficient marketing outcomes when user inquiries are lost among chats, social media, and the call center. Operator scripts and integrated communications helped structure inquiry handoffs and improve the customer experience. No numerical impact is claimed.

Researching Search and Digital Product Quality

Her work at the confidential international search platform is presented as a separate professional discipline. It covered evaluating search result relevance, monitoring ranking quality, understanding search intent, and interpreting retrieval metrics. These tasks require coordination among product, analytics, and engineering teams. The original profile describes a leadership role but gives no measured changes in NDCG or CTR. No percentage improvements are therefore stated.

Technical Analytics and Architecture

Since July 2024, her work on WebPocket OÜ projects has combined marketing measurement with architectural understanding of web services. This helps her define sound event and data flow requirements during the design phase. It also helps her discuss integrations among websites, analytics, and business tools, assess privacy requirements, and reduce errors at system boundaries. The resume does not list specific infrastructure deployments, repositories, or code personally written without supporting sources.