HomeClient workMyTenNights
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, built with the developers and reported through more than thirty dashboards covering everything from traffic to retention.
Then add product analytics
For the following campaign I rewrote the tracking plan to match the new website and added Mixpanel, so the team could look at funnels and user behaviour rather than just totals.
Five multichannel journeys
Built in customer.io across email, SMS and retargeting. Each journey was triggered by what people did, and each had a clear goal that defined success.
Five experiments in one month
Headlines, images, the steps of the donation flow and widgets inside the product. A short campaign is unforgiving, so we chose tests that would reach the most people.
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. You cannot fix 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.