Rentomojo Project

Submission
Name - Kritika Shetty
Student ID - 4308369
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:

Reason for choosing H is that the product has been The 3 ids shortlisted are
added to cart, the price tenure system has been
viewed and the home page video is been viewed. H
S
Reason for choosing H is that the product has been Q
added to cart, at least 3 product pages has been
viewed and the home page video is been viewed

Reason for choosing Q is that the product has been

added to cart, at least 3 product pages has been
viewed and the home page video is been viewed
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:

Intellect has given us the most number of sessions, The best email partner is
the bounce is also under control, it has a massive Intellect
conversion and add to cart rate and a better avg
duration than others at par.
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 2 partners are icubes and omg as their sessions is the lowest and a very small amount of those have
actually converted even their add to cart rate is also too less. The revenue they have generated is also the
lowest.
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 offers the best user engagement

The avg session duration is the highest as compared to
other partners
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?

Intellect

Intellect has the highest conversion rate of all the

partners. Therefore it will help us convert maximum of
our retargeting audience
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

Redesign the website to bring the sign-up process earlier in the consumer journey
Bringing up the sign up page at the earliest stage will help us get more leads because if the consumer wants to
proceed ahead he/she will have to sign up first and then move ahead our genuine prospects will surely sign up if they
are really interested and even if they do not convert we can retarget them as they stand to be our close prospects.
This solution would be a smart move to increase the sign ups.