Amit Kumar Mishra

Market Campaign Analysis

GitHub Link

Objectives

This analysis aims to provide a comprehensive understanding of our marketing campaign performance and guide strategic decision-making. Our primary objectives are:

Performance Assessment

We seek to evaluate the effectiveness of our current marketing channels by analyzing subscription rates, retention metrics, and conversion patterns across different demographics and languages.

Customer Understanding

Through detailed analysis of age group distributions and language preferences, we aim to develop deeper insights into our customer base. This understanding will enable us to create more targeted and effective marketing strategies that resonate with specific audience segments.

Strategic Direction

Based on our findings, we will determine the most promising opportunities for market expansion and channel optimization. This includes identifying high-potential language markets, optimal timing for campaigns, and the most effective channels for different age groups.

Resource Optimization

By analyzing the relationship between subscription channels and retention rates, we aim to optimize our resource allocation across marketing channels to maximize both user acquisition and long-term engagement.

Channel Performance Analysis

    • House Ads emerge as our strongest subscription channel with approximately 300 subscribers, followed by Instagram and Facebook at around 230 subscribers each.
    • Email maintains a steady performance with about 160 subscribers, while Push notifications show lower adoption at about 80 subscribers.

 

Retention Metrics

 

    • Email demonstrates superior retention rates at 85%, significantly outperforming other channels:
    • Push notifications and Facebook maintain moderate retention at ~70%
    • Instagram shows consistent performance at ~68%
    • House Ads, despite high subscription numbers, have the lowest retention at ~58%
    • This suggests that while House Ads excel at acquisition, they may not attract the most engaged users

Language & Conversion Analysis

 

    • German-speaking audiences show remarkably high conversion rates at 0.7%, followed by:
    • Arabic: 50%
    • Spanish: 20%
    • English: 12%
    • This indicates a significant opportunity in German-speaking markets and potential for Arabic market expansion

Daily performance trends

Conversion Patterns

    • Peak conversion rate observed mid-month at 0.25%
    • Regular fluctuations between 0.05% and 0.15%
    • Notable decline in conversion rates toward month-end

Subscriber Quality

    • One-month retention rates generally maintain between 60-80%
    • Periodic dips observed, with lowest point at 40%
    • Strong recovery patterns post-dips suggest resilient user engagement

Demographic Analysis

Age Group Distribution

House Ads show strong performance across all age groups, with particular success in:

    • 19-24 years: Highest engagement
    • 0-18 years: Strong secondary audience
    • Consistent performance across 24-45 age brackets

Age-Based Conversion Rates

    • 24-30 years show highest peak conversion at ~0.4%
    • 19-24 years demonstrate most consistent conversion patterns
    • Older age groups (45+) show lower but more stable conversion rates

Strategic Recommendations

Channel Optimization

    • Strengthen email marketing given its superior retention rates
    • Investigate House Ads’ retention issues while leveraging their strong acquisition capability
    • Develop Push notification strategy to improve subscription rates

Market Expansion

    • Prioritize German-speaking market expansion
    • Develop targeted campaigns for Arabic-speaking audiences
    • Review and enhance English market strategy to improve conversion rates

Age-Targeted Campaigns

    • Focus primary campaigns on 19-30 age bracket
    • Develop retention strategies for 45+ age groups
    • Create specialized content for high-converting younger demographics

Timing Optimization

    • Schedule major campaigns mid-month to capitalize on peak conversion periods
    • Implement retention initiatives during typical dip periods
    • Develop strategies to maintain end-of-month performance

Next Steps

  1. Conduct detailed retention analysis for House Ads subscribers
  2. Develop language-specific marketing materials for German and Arabic markets
  3. Create age-specific content strategies for key demographic segments
  4. Implement automated monitoring for conversion rate fluctuations

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