Rentomojo Project

Submission
Name -
Student ID -

 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.

Give 3 reasons behind choosing leads to retarget: Enter the shortlisted lead IDs here:

S and H
Serviceable location
Event- product view, add to cart and price tenure
Age 18-30







 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?

Based on what, will you choose the best partner to Enter the best email partner for acquiring new leads:
acquire new leads:

Netcore

New Users

 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

The two low purchasing users are omg and iCubes.
Reasons-
1. Both the add to cart rate is very low I.e., 0.05% and 0.34%.
2. And also avg. session duration is also very low compared to other channels.





 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 Justification for choosing the email partner offering the
engagement: best visitor engagement

Intellect is bringing more engagement to the website.

The reason behind choosing Intellect is based on the
avg.session duration metric we can easily predict that
user is spending more time on the website.







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: Which metric would you use to justify the email
partner you picked?
The metrics which I have considered are - new users,
sessions rate, avg.session and add to cart rate.
Intellect
Netcore has more values compared with Intellect but
the new user rate and avg.session is low and bounce
rate is high. If we concentrate on retargeting intellect
channel we might convert users to purchase the
product.

 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

Increase the reach, and therefore visits, by increasing the marketing spends is the best option to increase sign
up percentage.
Because Redesigning the website and redesigning the sign up forms won’t get many sign ups from the users and
also it takes a lot of time to redesign the website which consumes human energy and time.
By increasing the reach and visits audience will get to know about the product and sign-ups will increase if
marketing is increased.