Data Analyst and Technical Consultant

Analytics Projects

Six standout post-campaign analysis projects while working at Xero.

 

Which emails get opened?

Brief:

Does subject line, image and preheader text have an effect on the open rates of monthly offer emails when looking at the years’ results?

Stakeholders:

Marketing Director and Creative Team

Method:

  • Create and blend data from Salesforce and Marketo reports
  • Build model to rank each component across the set of 12 eDMs and determine if there are any common threads between those who performed the best

 


Which offer code works best?

Brief:

Which offer code has converted best and decreased churn?

Stakeholders:

Marketing Director and Campaign Manager

Method:

  • Blend Marketo, sales and product data to show recipients actions (opened, clicked, unsubscribed) against actions in product
  • Recreate data set after three, six and twelve months to measure churn

 


Does regionalising onboarding encourage conversion?

Brief:

Does regionalising the onboarding nurture programme encourage conversions?

Stakeholders:

Marketing Director and Product Marketing Manager

Method:

  • Blend Marketo, sales and product data to show recipients actions (opened, clicked, unsubscribed) against actions in product
  • Recreate dataset monthly and rerun

 


Do webinars encourage conversion?

Brief:

Does attending a webinar lead to a sale?
Does the day of the week have any effect?
Does recording the webinar for a landing page lead to a sale?

Stakeholders:

Business Development Manager

Method:

  • Create Salesforce, Google Analytics and Marketo reports
  • Blend Marketo, sales, Gotowebinar and product data to show recipients actions (time in session, location, customer v non-customer), sales, and actions in product

 


Do extra offers reduce churn?

Brief:

Does taking up an extra offer in a promotion reduce churn

Stakeholders:

Marketing Director and Campaign Manager

Method:

  • Segment database for target lists and run A/B tests
  • Blend Marketo, sales and product data to show recipients actions (opened, clicked, unsubscribed) against actions in product
  • Recreate data set after three, six and twelve months and analyse where there has been upgrades/downgrades of functionality between those who originally took up the extra offer and those who did not

 


Which subject line works best?

Brief:

Does subject line have an effect on the open rates and the eventual conversion when targeting audiences at different stages of the customer journey?

Stakeholders:

Marketing Director and Campaign Manager

Method:

  • Segment database for target lists and run A/B tests
  • Create Salesforce and Marketo reports
  • Blend Marketo, sales and product data to show recipients actions (opened, clicked, unsubscribed) against actions in product