Helping Kiwi.com make better marketing decisions with data

From September 2018 to May 2020, we worked closely with Kiwi.com's in-house marketing and analytics teams.

Twice a month, we reviewed marketing analyses, helped interpret findings and translated them into actionable recommendations. Over time, the collaboration expanded to paid social campaigns and email marketing.

While we handled selected operational tasks, our primary role was to provide consulting, mentoring and an independent perspective on marketing performance.

We set out to determine how much Kiwi.com could profitably spend to acquire a new customer without unnecessarily limiting growth. Rapid expansion and an increasing number of marketing channels made traditional customer lifetime value (CLV) forecasting unreliable. We therefore used customer base analysis, combining historical customer value with current activity to guide acquisition decisions.

This gave the team a basis for setting a maximum cost per acquisition (CPA), rather than relying on a conventional forecast of future customer value.

We designed an experiment to evaluate the incremental impact of increased advertising in emerging markets. The aim was to understand what the additional activity contributed and use the findings to inform future campaigns.

Other analytical work included marketing reporting, recommendations for company-wide objectives and key results (OKRs), A/B test design, campaign evaluation and cost attribution that accounted for the delayed effects of marketing activity.

We brought an independent perspective to campaign planning and evaluation. During planning, we helped specialists clarify their approach; after campaigns, we reviewed the findings and identified lessons for the next round of activity.

Bulk email campaign management. We validated and improved the workflow for campaign requests from other departments, then handled selected campaign production. This freed the retention team to focus on more strategic work.

Automated email workflows. We worked with the internal team on Exponea workflows and email coding.

Email strategy and technical consulting. We advised on email and push notifications, including API integrations and more complex configurations using Jinja, the templating engine used by Exponea.

Team mentoring. We met regularly with the email team to develop its approach and work through specific configuration options.

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