Technical abilities

• Data understanding & structuring [8.5/10] – Megha's data preparation enabled clean segmentation between rebranded and non-rebranded stores, which was essential for diagnosing the problem accurately. Her working files were well-organised, with separate analyses for rebranded versus non-rebranded stores, month-over-month trends, and channel performance. She consolidated multiple data sources into a single working file, merging campaign dates, rebrand timing, and location information correctly. Her handling of data quality issues was also sensible and well-documented – she kept zero-duration calls (reasoning they could be attempted connections), retained records with blank postal codes after confirming they wouldn't affect her analysis, and noted channel naming inconsistencies. She correctly identified that stores had different rebrand timings and campaign durations, which informed her understanding of why the impact varied across locations. This attention to the nuances in the data prevented her from treating all rebranded stores as a single homogeneous group.

• Numerical accuracy [9/10] – Her core numbers are reliable. When cross-checked against the raw data, her figures for January 2025 rebranded calls, the February and March declines, and the recovery pattern all matched within a few percentage points. She correctly quantified the rebrand dip – rebranded stores dropped 32% in February and 39% in March, while non-rebranded stores grew during the same period. Additionally, her channel analysis correctly identified which sources were driving the most volume and which had declined most significantly, specifically, the tracking source comparison between rebranded and non-rebranded stores surfaced genuine differences in channel performance.

• Analytical reasoning [8/10] – She correctly diagnosed the core pattern – rebranded stores dropped sharply during the transition while non-rebranded stores absorbed the demand, followed by recovery in April-May. She made the important observation that the Jun-Aug softening affected both store types equally, correctly hypothesising this was likely market-wide rather than rebrand-specific, showing us that she can distinguish between localised effects and broader trends. Her channel analysis identified that key channels like Google Local Service Ads, Google My Business, and Google Ads saw significant drops for rebranded stores, and she offered plausible explanations – pending verifications, SEO impact from the name change, reduced visibility during transition. She noticed that stores weren't behaving uniformly and linked this variation to differing campaign durations and rebrand timing across locations, which showed us that she wasn't just looking at aggregates.

• Communication & storytelling [8/10] – Megha's written memo followed a professional and logical structure – high-level diagnosis, channel performance breakdown, data quality notes, and recommendations. The flow made it easy to follow her reasoning from problem identification to suggested actions. Her evidence table was also well-constructed, with clear columns for metric used, time window, direction of change, confidence level, and rationale. Her visualisations effectively showed the divergence between rebranded and non-rebranded store performance, making the rebrand impact visually obvious. She also documented her assumptions clearly, including how she handled zero-duration calls and repeat callers, which helped us understand the basis for her analysis.

• Judgment, assumptions & recommendations [8/10] – Her recommendations were practical and directly tied to her findings – focus on making rebranded stores more visible, address pending Google verifications, invest in channels that are working well (Google Local Service Ads, Google My Business). Her future rebrand playbook was also sensible – plan operational changes carefully so Google presence doesn't disappear, run awareness campaigns before the change happens, execute the transition quickly. She appropriately assigned confidence levels to her findings based on consistency and volume contribution; specifically, findings with large, persistent patterns got high confidence, while more volatile or lower-volume patterns got medium or low. She also correctly identified that channels going to zero for rebranded stores (like Location Extension PPC and Porting-Main) needed investigation, either as a tracking issue or a gap in campaign coverage.

Areas of growth