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Golden Path: Behavioral Diagnosis Initiatives and Goals (Modeling to…
Golden Path: Behavioral Diagnosis
Initiatives and Goals
Modeling to score customers (Angad)
Media Bidding (Raina)
Goal: Target optimal customer segments to blast with marketing (4x NYC volume in 2 months)
Welcome Series (Pat)
Goal: Retain acquired customers from the marketing campaign through a series of targeted communications and incentives (4x NYC volume in 2 months)
Exploratory Analysis/Diagnosis (Siri)
Product/Feature/Experiment Prioritization (Rich)
Goal: Identify and diagnose behavioral patterns of Jet's best customers that we can use as an optimal path to encourage not so great customers to take
Welcome Series (Pat)
Goal: Retain acquired customers from the marketing campaign through a series of targeted communications and incentives (4x NYC volume in 2 months)
Behavior Mapping (Elizabeth/Nick/Swannie)
Goal: Integrate insights from the Golden Path analysis, qualitative interviews and quantitative survey results with the science of behavior change to optimize for key desired behaviors that are predictive of retention.
Support Product, Retention and Marketing to prioritize and design features, communications, experiments and interventions that take advantage of the science of behavior change to improve customer experience.
Reporting
Completed Analyses So Far
Defined 4 behavioral clusters of customers
Developed a model that predicts one-and-done customers
Identified behavioral differences among the clusters
Loyalty survey
Qualitative interviews
Friction analysis (VOC)
Company Goals
4x NYC volume in 2 months
City Grocery
What else?