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Analytics Advisor

Role: Marketing Strategist, Project Manager, and Individual Contributor

The Analytics Advisor project was a product-led marketing strategy to engage and educate users and potential customers about the Supplier Analytics Program. The goal was to empower potential users—many of whom were not highly tech-savvy or familiar with data analytics—with the knowledge and confidence to use our analytics tools effectively. By targeting these users, the project aimed to reduce churn, increase tool adoption, and provide quick results encouraging new subscriptions.

Results

The campaign was an ongoing project released in 3 waves over 2 years. Each phase targeted an audience of specific potential customers or users impacted by similar market factors.

This project significantly reduced program churn while also being the primary driver behind increased engagement and millions in new annual recurring revenue

300%

Increased targeted product usage

13%

Increase to customer satisfaction

The Project

Audience

Analytics Advisor was targeted at first-time users, potential customer leads, and "inactive" users.

These users were targeted as data suggested that our greatest rapid growth potential was from Home Depot suppliers who were aware of the data analytics program but did not see the programs value.

Active users were included in select campaign releases as a churn prevention initiative.

Strategy

Advisor was designed as a comprehensive instructional module catering specifically to the needs of users who were new to data analytics or lacked in-depth technical expertise.

The content structure was tailored to fill knowledge gaps identified through user analytics, surveys, qualitative user research, and customer consultations. This data-driven approach ensured the material was relevant to all recipients.

Outreach

The marketing campaign was developed in collaboration with our product development and sales teams.

Depending on a user/business status they would receive a different campaign variation - each leveraging the same resources in different ways.

Email was our most powerful driver for potential, new, and inactive customers - but we also saw success and further engagement from active users with in-app messaging.

Content

The content was brief and targeted on specific topics - released in conjunction with new product releases to drive awareness of features and help users gain insights and monetary value quickly.

Content was developed with a multi-media approach leveraging our in-house marketer's skills in copywriting, video creation, and graphic design to ensure it was engaging and tailored to a variety of preferences.