Document Type

Article

Domestic/International

International

Location

New Delhi, India

Publication Date

2024

Abstract

During my summer internship at Lenskart, I worked with the brand marketing and growth team to delve into how data drives marketing initiatives. Under the guidance of experienced professionals at Lenskart, Asia's leading eyewear brand, and with insights from Professor Jason Nier, I aimed to understand the impact of data-driven strategies on consumer experience and business growth. I focused on analyzing how tech marketing tools, such as Product Recommendation Engines and the Frame Size tool, alongside digital marketing initiatives, influenced social media engagement, traffic, follower metrics, and sales. In this paper, I have included my analysis of a four-week report from the month of May, where I compared key metrics to assess the effectiveness of various marketing efforts.

This experience gave me valuable insights into how data and marketing together could transform Lenskart from a startup into an industry leader. I learned how data-driven decisions not only enhance consumer satisfaction and loyalty but also support business scalability and profitability.

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The views expressed in this paper are solely those of the author.