T: @DuaneBrown

Company Description
Mopp is the leading brand in the UK when you want to book a cleaner online. The brand was launched in April 2013 and bought by Handy in September 2014.

Work

  • Analyzed data in Google Analytics & MixPanel to create weekly & monthly reports and a KPIs dashboard to achieve business objectives
  • Shared reports & KPIs with cofounders, marketing & design teams
  • Achieved 20% growth in conversions MoM
  • Grow SEM from 30 to 60% of total monthly revenue
  • Lowered SEM CPA by 35% to £21.02
  • Increased conversion rate from 3.51% to 5.50%
  • Controlled £75,000+/month of SEM, display & RTB budget
  • Served as lead within the business for SEM, analytics and digital marketing engagements & measurement
  • Built the digital marketing expertise within the company
  • Employed SearchMetrics to run regular competitive analysis reports
  • Used retail & mobile trends to create messaging that increase conversions

Analytics

  • Helped define & maintain best practices for enhancing data quality, consistency, usability, and availability of all
  • data sets across the company
  • Ensured the quality of data through regular data reviews
  • Responsible for implementing the departmental work-flow & processes
  • Administer weekly analytics training with key stakeholders & marketing team
  • Establish clear measurements for success with traceability to business objectives
  • Managed A/B & multivariate testing road map
  • Assisted in ongoing implementation, testing and optimization of analytics tools/services
  • Models cohort data around one-off vs subscriptions customers
  • Integrate disparate data sources that captured performance of online and offline media
  • Drove insights from data to make suggestions across digital channels

Outcome
Success was measured by meeting our monthly CPA, which we hit 80% of the time. When we didn’t, it was due to a high number of generics. We also had a steady growth of 30% MoM, through optimizing campaigns, during my tenure as we created efficiencies within our department to allow us to handle more campaigns and increased budgets.

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