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THE CHALLENGE

Uncovering app engagement drivers

citizenM is the hotel that changed hotels. This Dutch corporation offers affordable luxurious hotel rooms in some of the most vibrant cities in the world. Not only their rooms feel hyper modern, but the guest experience is accompanied by a great app experience too. Engaging with the app drives not only a more pleasant experience but also business value. So citizenM challenged us to untangle what levers and variables make up their engagement metrics and we presented strategies on how to improve it in one of our specialised Growth Audits.

8

NPS

20+

Tableau visualisations

CLIENT

CitizenM

Business stage

Scale

BUSINESS MODEL

eCommerce

Duration

6 weeks

NPS

8

CONTRIBUTORS

Dusty van Steekelenburg, Randy Wattilete, Nirmay Panchal

THE SOLUTION

Formulating hypothese and validating them through Tableau and Python

To answer what drives a certain metric, one has to understand how users use your product, so we always start with understanding the market, functionalities of the app and the already available dashboards. While exploring these datapoints and customer experience, we stumble upon assumptions as of why some variables might impact the research objective. These structured assumptions always form the backbone of our data audits and before we start analysing we re-write them to testable hypotheses which we try to validate with data segmentation, visualisation and statistical tests in Tableau and with Python. Btw, you can always expect us to go the extra mile. So for citizenM, we booked a night in one of their awesome hotels and stayed over so we could really emphasise with the user data while referencing our own slumber party.

Results

During this 6-week during pressure cooker we validated 8 different variables that drive app engagement such as campaigning channels, booking sources, local hotel factors and guest characteristics. Not only did we present these findings in an extensive report, but during our presentation to the digital, product and marketing department we also recommended various marketing, data and product initiatives that will increase the app engagement metrics.

Testimonial

This is what CitizenM said about us

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THIS IS WHAT FOUNDERS, CMO'S AND INNOVATORS SAY ABOUT US

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