Patricia Naggayi — Ecommerce Analyst

About the Analyst

Data-Driven Thinking,
Beauty-Fluent Perspective

I'm Patricia — an ecommerce analyst specializing in Shopify-native DTC beauty brands. My work lives at the intersection of data infrastructure, customer behavior, and commercial strategy.

Exclusive focus on beauty ecommerce — blending deep industry understanding with data-led growth strategy for modern skincare, makeup, haircare, and wellness brands.

Conversion Optimisation

Revenue Analytics

Customer LTV

Email / SMS Marketing

Paid Social Analysis

Inventory Forecasting

See My Work → Book a Free Call

Common Challenges

You're guessing when you
should be growing.

Reporting

Shopify reports hit a wall

You can see sales, but not why they happened, or why they did not. Attribution remains unclear, and every channel appears to perform well on the surface.

Paid Media

Ad spend without real clarity

Budget is going into Meta and TikTok, but it cannot be confidently connected to actual store revenue.

Customer Data

Your best customers are invisible

High-LTV buyers exist somewhere in your data. The challenge is knowing who they are, what they bought first, and what keeps them coming back.

Analytics Tools

Dashboards built for someone else

Generic tools were not designed for beauty DTC. Serum repurchase cycles behave nothing like SaaS churn, and your metrics should reflect that.

If any of this resonates,

See how I can help →

What I Do

Services Built for Beauty Brands

Shopify-native DTC only.

Shopify Analytics Audit

Most stores lose revenue in places the owner cannot see. This maps your entire store, from where customers come from to where they drop off, and identifies exactly what to fix first.

Traffic source breakdown
Funnel drop-off analysis
Revenue attribution
Prioritised action plan

Customer LTV Analysis

Identifies who your best customers are, what they bought first, and what keeps them returning — so you stop spending money chasing the wrong people.

Cohort LTV modelling
RFM segmentation
High-value customer profiling
Product profitability ranking

Retention & Churn Strategy

Looks at the exact moments your customers go quiet and builds the sequences that bring them back — before you lose them for good.

Churn signal identification
Post-purchase flow audit
Reorder trigger mapping
Klaviyo flow review

Funnel & CRO Reporting

People are browsing, adding to cart — and leaving. This finds every leak in your store and tells you what to test first, ranked by revenue impact.

Product page analysis
Cart & checkout audit
A/B test prioritisation
Heatmap & session review

Monthly Reporting Dashboards

One live dashboard replacing five platforms. Always know your CAC, ROAS, and LTV/CAC ratio — updated weekly, not sent as a file once a quarter.

Custom Looker Studio build
CAC, ROAS & LTV tracking
Revenue by channel view
Weekly refresh cadence

Influencer & UGC ROI Tracking

Connects your creator spend to real purchases so you know which partnerships drive sales — and which ones only look good on paper.

Creator attribution modelling
ROAS by creator
UGC campaign performance
Partnership renewal scoring

How It Works

From Raw Data to Decisions

Four steps. Two to four weeks. A prioritised action plan at the end.

Discovery Call

30-minute call to understand your stage, stack, and the question keeping you up at night.

Data Audit

I access your Shopify, GA4, and email platform to map your full data landscape and find the gaps.

Analysis & Insights

Structured analysis with clear visualisations — cohort breakdowns, funnel maps, LTV models.

Action Roadmap

A prioritised list of exactly what to do next, with expected impact and owner for each item.

Case Studies

Real Brands, Real Results

Four projects. Four beauty verticals. Click any card to see the full methodology.

GlowRitual

Skincare · $480K ARR

Skincare

GlowRitual had a strong hero product but 78% of buyers never returned. Their email list was large but underperforming, and they had no clear LTV data by product.

+41% Repeat Rate

+$118K Added Revenue

3.1× LTV Uplift

Retention LTV Modelling Email Optimisation Cohort Analysis

Mane Society

Haircare · $920K ARR

Haircare

Mane Society was spending heavily on paid social but couldn't attribute which channel drove profitable buyers vs one-time discounters. ROAS looked fine — profitability didn't.

28% Lower CAC

$64K Ad Spend Saved

+19% Net Margin

Paid Attribution CAC Reduction Channel Mix Profitability

Aura Cosmetics

Makeup · $1.4M ARR

Makeup

Aura had rapid top-line growth but margins were shrinking. No one could explain why. The problem turned out to be a product mix shift and hidden fulfilment cost spikes.

+9pts Gross Margin

$203K Savings Found

100% Visibility

Margin Analysis Cost Optimisation Product Mix Revenue Reporting

Bloom & Root

Wellness Beauty · $340K ARR

Wellness

Bloom & Root launched a subscription box but had high churn in months 2–3 with no idea why. Post-purchase data was fragmented across three platforms.

-34% Churn Rate

+$76K Sub Revenue

5.2mo Avg Sub Duration

Churn Reduction Subscription Strategy Data Consolidation Post-Purchase

Background

Education &
Certifications

Formally trained and independently certified across the platforms and disciplines I work in every day.

Meta Blueprint Certification

Find the 3%quietly costing you30% of revenue.

Data-Driven Thinking,Beauty-Fluent Perspective

You're guessing when youshould be growing.