The document discusses analyzing customer data from an e-commerce company RentoMojo to improve marketing strategies. It involves selecting customers to retarget based on their online behavior, evaluating email marketing partners based on user engagement and conversion metrics, and identifying ways to improve the low signup rate. The best options to improve signup rate are to redesign the website to bring signup process earlier in the user journey and redesigning the signup form without disrupting existing users. Netcore is identified as the best email partner for acquiring new leads and retargeting users who added products to cart based on their user engagement and conversion metrics.

1. Rentomojo Project
Submission
Name -
Student ID -

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:
Give 3 reasons behind choosing leads to retarget:
1. Add to cart
2. User viewed more than 3 product
3. User toggled through price tenure system
4. User started viewing home page videos
Q and h

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:
Netcore
Based on what, will you choose the best partner to
acquire new leads:
New users

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
Icecubes and omg has the lowest new users / lowest add to cart rate /lowest conversion rate

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:
Netcore and intellect
Justification for choosing the email partner offering the
best visitor engagement
Avg session of netcore is 4.12 and intellect is 6.73

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?
Netcore has he highest add to cart rate but lowest
conversion rate , retargeting the users in the cart will
bebenificial

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
B. Redesign the website to bring the sign-up process earlier in the consumer journey – redesigning
the website for early sign up process will have the consumer interact with sign up documentation
before adding products to cart will help in more easy sign up users.
C. Redesign sign up form : This will create issue with existing users and new users , redesigning
something at an advanced level is not something to be effective .
D. Increase the reach, and therefore visits, by increasing the marketing spends: increasing
marketing budget will only increase the number of visitors entering the market but not something
tangible to help the sign up .