IE Business School Masters in Big Data and Business Analytics Digital Analytics Project by Group F: Melody Ucros Jina Kim Andrea Blasioli Adedeji Rodemade Fergus Buckey Alex Kyalo Louis Rampignon

1. Digital Analytics Strategy
Group F
March 7, 2018

2. About WorldPackers
Through an online platform, connect travelers - looking to exchange their skills for accommodation -
with incredible hosts from all around the world
Service
Travelers
Hostels
Exchange

3. About WorldPackers
Purpose and Mission
Forge a future of equality, sustainability, altruism & fulfillment through
collaborative travel experiences that make travelaccessible to all.

4. About WorldPackers
Business Model for Travelers
Annual Membership Fee of $49 for unlimited booking!
800,000 travelers and 90+ countries Served

5. Website Target Visitor
SUPRA GOAL: INCREASE REVENUE
Every interaction the customer has with World packers happens
inside the website. Therefore, its main role is to attract and engage
qualified visitors to convert and retain them into members.
FOCUS: CONVERSION
And although our strategy focuses on all stages of the customer
journey, the main purpose of our website is to get website visitors
to buy the $49 membership in the least amount of visits possible.
World Packers’ focus for 2018 is to increase the
number of visitors that have an:
Urgency to Find Accommodation
Take at least 2 trips per year
Refer at least 3 other friends

6. STRATEGIES:
1. Get StartedButton
2. Find Opportunities based
on Type of Program Button
3. Find Opportunities based
on inspiring stories
4. Join Us Button
5. Download App
6. Read Blog or InfoSection
7. Search Functionality
LOG-INWITH: SEARCH BASED ON:
1. Destination
2. Availability
3. Type of Program
4. Skills Offered
Customer Journey
Acquisition to Conversion
CLICK ON:
First-Page Engagement Create Account Personalize Explore Intent to Apply
FILL-IN DETAILS:
1. About ME
2. Languages
3. Places Traveled
4. Skills
Purchase Membership Officially Apply Wait for Approval Chat with Host Confirm Stay
Travel Support
(if necessary)

7. MACRO GOALS DEFINED
2. Increase Customer Base
3. Increase Customer Engagement
1. Increase Number of Visitors 1.1 Maximize Non-Paid Traffic through SEO and Direct Referrals
1.2 Maximize Paid Traffic through SEM and Affiliate Networks
1.3 Maximize traffic through SM content creation and paid advertising
2.1 Get visitors to create an account
2.2 Get customers to complete profile
2.3 Get customers to purchase membership
2.4 Get paid customers to renew membership
3.1 Get users to download the mobile app
3.2 Get users to read our blogand info sections
3.3 Get users to frequently search opportunities
3.4 Get users to review hosts after their stay
3.5 Get users to bookmore trips

8. MICRO GOAL TOUCHPOINTS
Retention
Acquisition
Engagement
Conversion
1.1
1.2
2.1
1.3
2.2
2.3
2.4
3.1
3.2
3.5
3.3
3.4
SEO & Direct
Referrals
SEM and
Affiliates
SM
Account
Profile
Membership
Renew
App
Blog
Search for
Opportunities
Reviews
Booking

9. Hierarchy
Sample Actors
Sales

10. From Macro to Action: KPI’s
2. Increase Customer Base and Retention
2.1Get visitors to create an account
2.1.1
What: how many accounts were created this
year compared to previous year
Calculation:
(Curr Yr Accounts – Prev Yr Accounts)/Prev Yr Accounts
Critical: 10% Target: 30%
Actions:
Increase Brand Awareness, add more travel options ,
partnerships, simplify account creation process
Tags: Marketing Team, John, Acquisition
2.1.2
What: how many people who visited the
website created an account
Calculation:
No of Accounts/Noof Visitors
Critical: 50% Target: 80%
Actions:
Personalize recommendations, improve overall
website UX, create more appealing content
Tags: Web Team, Web Manager, Engagement
2.1.3
What: how many people clicked to create an
account but didn’t actually complete the process
Calculation:
(No of Visitors – No of Accounts)/ No of Visitors
Critical: 20% Target: 5%
Actions:
Studyuser journey through pages and make
adjustments to UI, A/B Testing
Tags: Web Team, Lead Designer, Engagement
Y/Y Increase of accounts % of Traffic who created an account % of Traffic who dropped out of creating an account

11. From Macro to Action: KPI’s
2. Increase Customer Base and Retention
2.2 Getcustomers to complete profile
2.2.1
What: Proportion of account created with 75%+
profile completion
Calculation:
75%+ of Profilecompleted / Total Accounts
Critical: 40% Target: 90%
Actions:
Follow up call, offer incentives, personalize suggestions
Tags: Sales Team, Mary, Engagement
2.2.2
What: Proportion of people that visited the
website completed their profile within
30days
Calculation:
Profile completed in 30days/ No of completed profile
Critical: 40% Target: 90%
Actions:
ImproveOboarding Process, Send Email, Live Support
Tags: Sales Team, Ana, Engagement
% of Accounts that completed profile within 30days% of Accounts with 75%+ of ProfileCompleted

12. From Macro to Action: KPI’s
2. Increase Customer Base and Retention
2.3Get customersto purchase a membership
2.3.1
What: how many accounts completed the
upgrade to paid accounts, compared to those
who clicked to start the process
Calculation:
Completed Transaction/ No of intents
Critical: 30% Target: 90%
Actions: ImproveWebsite UI, Change Content,
Educate Better, ImproveValue Proposition
Tags: Web Team, Lead Designer, Conversion
2.3.2
What: how many accounts are paid ,
compared to totalaccounts created
Calculation:
No of Paid account/Noof Accounts
Critical: 30% Target: 90%
Actions: work with management to customize and
recommend travel opportunities, improve UI and do
special programs to acquire members in bulk
Tags: Sales Team, Manager, Conversion
2.3.3
What: how long did it take to upgrade to paid
account since account creation
Calculation:
Date of Paid Account – Date of Account Creation
Critical: 60days Target: 14days
Actions: Make more calls to accounts,
understand customer segments better, create more
compelling value proposition and options
Tags: Management Team, Executive, Conversion
% of who purchased vs those who clicked apply
(Conversion rate)
% of total accounts that are paid Time between account creation and purchase

13. From Macro to Action: KPI’s
2. Increase Customer Base and Retention
2.4 Get paid customers to renew membership
2.4.1
What: Proportion of renewed accounts from all
paid accounts
Calculation: No of renewed accounts/
No of paid accounts
Critical: 20% Target: 60%
Actions: Rewards and gratitudeto customers,
Cross-sell and Up-sell , Exclusive Deals with Partners,
Turn them into ambassadors, contact expiring accounts
Tags: Sales Team, Manager, Retention
% of renewed accounts out of all paid accounts

14. Composite KPI’s
For Website
Acquisition:
KPI1: reach index
KPI2: average cost of new acquisition, based on channel
KPI3: average cost of repeat visit
Engagement:
KPI4: engagement index
KPI5: engagement average value
Retention:
KPI8: sustained converted index
KPI7: average cost of retention
Conversion:
KPI6: average value of conversion
KPI7: average cost of conversion

15. Recommendations
Add Cookies to Website
Add More Ways to Create
an Account (APIs)
More Focus on “Search
Functionality” in First Page
Add Additional
Language to Site
Make “How it Works” Section more
explicit in first page
Customer Segmentation
to Tailor UI

16. Questions?

17. Teamwork – Group F
1- Everyone in the team has presented his idea for which website to use
in a round table and explained why they liked it. Finally, the website was
selected with majority vote between the team members.
2- The person sponsor of the selected website took charge as project
leader and in preparing the structure of the presentation.
3- Based on the presentation structure, we divided the work between
sub groups. Business Model vs Micro-Macro Goals vs KPIs.
4- Two days before the presentation we met all together in order to
wrap-up all the collected material and the presentation.
5- We finally decided the presenters for the Class Presentation.