HomeCase studiesMyTenNights
Non-profit tech
MyTenNights
One campaign a year, ten nights long. Everything has to work first time.
mytennights.com, as it looks today.
What I did
Map the whole journey, not just the donation
Awareness, acquisition, activation and retention events, implemented with the developers and reported through more than thirty dashboards covering traffic through to retention.
Then add product analytics on top
The following campaign I rewrote the event mapping to match a changed site and brought Mixpanel in alongside, so the team could run funnels and behavioural flows rather than only counts.
Five lifecycle journeys
Built on customer.io across email, SMS and retargeting, triggered by event-based segments with explicit goal segments defining success for each one.
Five experiments in one month
Headlines, imagery, the steps of the donation flow and in-product widgets. A compressed campaign is unforgiving, so the tests were chosen for reach rather than cleverness.
What came of it
Results.
Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.
“Gio transformed the face of our company: we wanted to take metrics and analytics seriously, and Gio carried us smoothly through that process, and we're a different company today because of it.”
What I took from it
When the whole year happens in ten days, the measurement has to be finished before the campaign starts. There is no iterating your way out of a broken funnel in week two.
Something similar, at your company?
If I am not the right fit I will say so on the call, and tell you who is.