Rentomojo Project

Submission
Name - Kumari Shweta
Student ID - 2358
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:

• Purchase Intent: Users who have added product

into cart and toggled through price-tenure H and S
system/viewed more then 3 products

• Location: Selected those locations where

RentoMojo is serving

• Age group: Between 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
The number of new users among the total number of
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

Omg and icubes

These have low add to cart and conversion rate.
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 and netcore Average session duration and pages/session

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?

netcore Add to cart rate

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

Choosing:
b. Redesign the website to bring the sign-up process earlier in the consumer journey – This will help get more leads
in terms of user’s query asked while they are visiting the home, categeory, or product page.
c. Redesign the sign-up form – Experiment with the form with different parameters and CTA

Not Choosing:
a. Increase the reach, and therefore visits, by increasing the marketing spends – This will certainly bring traffic or
more sign ups eventually. But it won’t increase the low sign up percentage to a good extent.