Brilliant Earth - Abandoned Cart Analysis​

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This project focused on clarifying the business rules behind the entire campaign. I worked through how the system decides who qualifies, what counts as abandonment, how session timing affects triggers, and how purchases or recent messages suppress sends. While the creative supported dynamic products and pricing, the core work was making sure the rules reflected real shopping behavior and matched stakeholder expectations.

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On the technical and strategy side, we pressure tested edge cases like multiple cart events in a day, switching products, and overlaps with other campaigns. We clarified when a series should restart, when a newer cart should replace an older one, and when a customer should be suppressed entirely. The result was a scalable, frequency safe campaign with clear, documented logic for who gets the message, which product appears, and when it should or should not send.