Marketing Data Analysis & Algorithms Development

5 minutes read

Ivan Kuziv

— Web Marketing Team Lead, MacPaw Inc.

VITech created efective data models and predictive algorithms to improve customer engagement. Their research and development efforts have translated into increased sales and a quicker user acquisition process. An experienced team ensures a transparent and collaborative project.

Background

Introduce your business and what you do there.

I’m the web marketing team lead for MacPaw. We’re an independent development company that specializes in building Mac software using the latest OS X technologies.

Opportunity / challenge

What challenge were you trying to address with VITech?

Our main product and revenue driver was becoming dated, so we wanted to understand how to reach and convert new customers. The initiative required us to tweak our product so it could deliver more value and provide users with a personalized experience.

Project

Client

Location

Year

MacPaw Inc.

Kiev, Ukraine

2016

Project category

BI & Analytics

Industry

Computer Software

Solution

What was the scope of their involvement?

First, we collected a lot of non-personalized data on how customers and potential customers were using our product and website. The primary challenge was to build a model that could identify if a customer was likely to convert. Some customers accept new products at launch, while others wait until shortly after launch. There’s often a third group of users that eventually adopt a new platform months after it becomes an established entity within the marketplace. The stratified user-base made it difficult to gather reliable marketing data, but we managed to do it after multiple attempts.

We sent all that data to VITech and started working with one of their managers the following day. Our analyst team worked with theirs, so we understood each other perfectly from day one. That was a pleasant surprise.

For the first week or two, they analyzed our data and tried to apply some models to it. The idea was to find out what features could reliably convert trial users into paying customers. After a month of work, research, and reviewing the results of the models, they developed algorithms to show which features in the set were the most important. We had our own predictions about it, but they could prove their findings through the model mathematically. From there, we utilized all the knowledge we’ve gained about the market to make meaningful changes to our platform. It was a massive relief for the marketing team.

What is the team composition?

They assigned a product manager, a dedicated analyst, and two other resources that helped out as needed.

How did you come to work with VITech?

We met VITech at an annual IT conference and started chatting about what each of us did. They had different experiences than us, but I thought we could use that difference as a possible synergy. I figured that applying their knowledge to our field could be valuable. As a result, we decided to hire them.

How much have you invested with them?

We spent around $20,000 in total.

What is the status of this engagement?

We worked with VITech from April–September 2016.

Results & Feedback

Can you share any information that demonstrates the impact that this project has had on your business?

We were able to launch our business and gain our first customers in under 6 months. VITech continues to help us scale and add more features to grow our business.

How was project management arranged and how effective was it?

We coordinate our business needs across the next few quarters so that we are aligned on staffing and resource type needs. With our senior engineer we plan our next set of feature work on a weekly basis.

What did you find most impressive about this company?

The quality of the resources is the most impressive thing. They are creative and diligent with their code quality. They always use best practices in their work.

Are there any areas for improvement?

Not that I can think of.

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