Rentomojo Project

Submission
Name - Jyoshna Pragada
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:

1. I am choosing H and S, the reason I am choosing

them is because their age group is 24 and 33
H and S
which means they are mostly willing to relocate
to new place.
2. People in this age group of 22 - 35 mostly don’t
have time to setup their home so they will prefer
rentomojo to fix their home.
3. Both of them have added the products to cart
and they were watching more than 3 products
and also toggled for prices.
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:

Answer: Answer: Conversion

I will choose intellect
because it has more new 2736 users who are looking
for the product
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

Answer: 1) OMG and Icubes has the lowest purchasing intent because their counce rate is more
2) Average time spend on session is also less.
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

Answer: INTELLECT From the chart B we can clearly see that the average
session duration spent on the website is 6.73 so Intellect is
giving more engaging content to users
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:
I will choose Nectore
Which metric would you use to justify the email partner
you picked?
Nectore has more number of new users
their revenue rate is high and also add to cart ratio is
high and even the conversion is high
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

C: I will redesign the sign-up form

1) The reason is that when the user land of the website we can immediately show sign-up form
with attractive content.
2) Redesigning the entire website is time taken process and costly.
3) Increasing marketing spend will not give guarantee that the visits and reach will give more sales.