rentomojo_Upgrad_Mica_121212121212121212121.pptx

Rentomojo project for upgrad

1. Rentomojo Project Submission Name – Sachin Trivedi. G

2. Q–1) Look at the detailed funnel report (Exhibit A) of 20 RentoMojo visitors generated through Mixpanel . Choose two customers who the marketing team should retarget. Assume that the location in demographics is where the user resides and doesn’t plan on moving. Hint : Select the topic action (out of the four events) that communicates the purchase intent. Upon selecting the top event, consider using user demographics, location as secondary filters. Enter the shortlisted lead IDs here: H B S Give 3 reasons behind cho osing leads to retarget: H has the highest buying intent because user has added a product to cart after reviewing the prices 9nboth of which are bottom of the funnel pages) B has also added a product to the cart and has viewed more than one product, which means this user may be interested in a bundle offer S is similar to B and is using an iOS device, which means this user may have high disposable income

3. Q-2a)   Exhibit B contains data pertaining to the various email partners RentoMojo has. One of your primary aims is to acquire new leads through them. Which email partner is the best fit for you considering just the acquisition? Enter the best email partner for acquiring new leads: Intellect Dividing the revenue by number of acquisition shows that the revenue generated per user from the clients acquired through Intellect is 0.0144, which is the highest. Based on what, will you choose the best partner to acquire new leads: The criteria to select the partner is the revenue per acquisition.

4. Q–2b) Mention the two partners whose users have low purchasing intent and give at least two reasons for the same? Hint: Look at the Google Analytics data (Exhibit B) about the various email partners, and draw insights about the quality of traffic associated with each email partner. You can look at engagement metrics such as the bounce rate, as well as business metrics such as the add-to-cart rate, conversion rate etc. Enter your response here Looking at the behavior metrics and conversions it is clear tha tusers acquired via icubes and omg have the lowest purchase intent

5. Q– 2c ) “Spending a longer time on the website usually means that the user is engaged during the visit.”  Based on this, which partner brings the best user engagement?  Enter the email partner that offers the best user engagement: intellect Justification for choosing the email partner offering the best visitor engagement People who are engaging the most on the website can be considered to e in the middle of the funnel and have a higher propensity to convert.

6. Q-2d)   Cart abandonment is one major challenge that the industry faces. One of the primary reasons behind the cart abandonment is users forgetting to check out after adding a product to the cart. These are the users who have shown a higher purchase intent. As a marketing manager at RentoMojo , you want to retarget such an audience. Assume that all email partners charge a fixed amount for retargeting customers who have added products to cart, irrespective of the number of customers retargeted. You have the budget to pay only one email partner. Which email partner would you use to retarget and why? [Note: All percentages in the data are of total users.] Enter the email partner that you would retarget: netcore Which metric would you use to justify the email partner you picked? Since netcore offers the highest revenue to marketing spend ratio, we can select netcore as the partner.

7. Q-3) As the digital marketing manager at RentoMojo , you want to improve the low signup percentage, which is currently 3.8 % of the total traffic. Look at the Funnel Visualisation Report (Exhibit C) in Mixpanel , and suggest methods to improve the low sign-up percentage. Choose the best option among the following and give an explanation in the green box below behind choosing, and not choosing each option: a. Increase the reach, and therefore visits, by increasing the marketing spends b. Redesign the website to bring the sign-up process earlier in the consumer journey c. Redesign the sign-up form Enter your response here The first step can be to bring up the sign up process earlier in the flow to get higher conversions from existing traffic. In the next phase an increase in marketing spend can be considered to increase subscriptions. There is no need to redesign the sign-up form because the conversion rate is 50.57%, which shows that the design is working.