Web Analyst & Digital Marketing Specialist — IamGhostProducer

May 2020–February 2022 · International EDM music marketplace · Initially full-time, then part-time

• Research audiences purchasing EDM music. Develop buyer personas and analyze motivations and scenarios for purchasing music content and digital rights.
• Analyze Google Analytics data and marketing funnels. Audit site design, product pages, and UX barriers before purchase.
• Work with Google Ads and Meta Ads. Examine traffic sources and users' expectations when arriving at the music marketplace.
• Recommend changes to interfaces, content, landing pages, and registration/purchase flows as part of the team's broader work.

Specific case: identifying an advertising service error. The campaign encountered a problem in the processing of landing page URLs. Valid addresses were converted into invalid ones and led to 404 Not Found errors. Campaign spending continued for approximately three months without conversions. During her analytics audit, Olena identified the technical cause. The advertising service's support team confirmed in writing that the error was on its side. The monthly campaign budget was $7,500–$12,000. Without original reports, the exact financial loss and any subsequent increase in sales were not calculated.

Related team responsibilities: SEO and technical work on the platform were carried out in collaboration with Yevhen Hukov. SEO outcomes are not attributed solely to the analyst.