Rewards Offers Performance

Challenge Objective

A 30-day test featuring various combinations of promotional offers sent to existing rewards members. I am playing the role of a Senior Marketing Analyst at Maven Cafe. The goal is to identify key customer segments and create a data-driven strategy for future promotional messaging and targeting.

Key Insights

1.Offer Effectiveness Analysis

• Discount offers had the highest completion rate at 59%, indicating strong customer preference for financial incentives.
• Informational offers had a 0% completion rate, suggesting low engagement.
• 76% of offers were viewed, showing strong initial interest.
• Of those viewed, 68% were completed, reflecting a high conversion rate.
• Offers requiring 3-4 days for completion had no engagement.
• Offers with durations of 5-7 days were successful.

2. Customer Segmentation

• Both male and female groups showed similar responsiveness, with potential to tailor offers more effectively for each gender to boost completion rates.
• The 41-50 age group had the highest engagement, with an offer completion rate of around 50%.
• Within the 18-50 age range, male customers showed higher engagement compared to other genders.
• Targeting the 41-50 age group and focusing on male customers within the 18-50 age range could improve overall offer completion rates.

3. Channel Performance

• Offers sent through all channels (web, email, mobile, and social) had the highest completion and reward redemption rates, proving the effectiveness of a multi-channel approach.
• Web and email-only offers also performed well but were slightly less effective compared to those distributed across all channels.