During my 5 years as Employee #1 at the BACH app, it was crucial that I pair my creative abilities with data and insights.

I quickly learned Mixpanel to measure our app's key events and user demographics. I used this data to optimize my strategy and designs for branding, social media, and lifecycle/email marketing. This led to increased app activity, user retention, and customer loyalty.

I was also able to identify trends and solve problems in our marketplace to increase bookings, conversion rates, and average order value. This led to my promotion from Marketing Director to Marketplace GM.

Some example data points I watched closely via Mixpanel included:

• daily, weekly, monthly and YTD booking revenue, in comparison to previous periods to ensure YoY growth
• conversion rates by market (25 U.S. destinations), by user roles (planners, guests, guests of honor), by vendor, and by bookable experience
• average order value and average party (group) value
  
• app installs and first actions
• drop-offs in new user activity
• performance of in-app content such as city guides and sample itineraries
• key app events such as favorited activities, inviting guests, adding itinerary events, and splitting expenses

I used data to manually set and maintain the feed of our 1,500 bookable experiences shown in the BACH app.