MobileImpact
Conducted a comprehensive marketing analytics project for MobileImpact, a pseudonym representing a real-world non-profit organisation. Using authentic donor and campaign data, I transformed complex datasets into actionable insights through customer segmentation, churn analysis, campaign performance evaluation, and strategic recommendations to improve donor engagement and retention.
Title
Industry
Date
Challenge
MobileImpact is a pseudonym representing a real-world non-profit organisation whose identity has been anonymised for confidentiality. The organisation collects donor, campaign, and mobile application data across multiple fundraising channels but lacked clear insights into supporter behaviour, campaign effectiveness, and long-term donor retention.
The objective was to uncover meaningful patterns within the data, identify opportunities to reduce donor churn, improve campaign performance, and provide strategic recommendations that support sustainable fundraising growth.
Approach
I analysed multiple datasets using Google BigQuery and Looker Studio to evaluate donor behaviour, campaign performance, customer lifetime value, RFM segmentation, and churn patterns. SQL queries and interactive dashboards were used to transform raw data into clear business insights.
Based on the findings, I developed evidence-based recommendations focused on donor retention, personalised engagement, campaign optimisation, and data-driven decision making, helping translate complex analytics into practical marketing strategies.
This project demonstrates my ability to solve real business problems using marketing analytics. By combining data exploration, visualisation, and strategic thinking, I transformed complex datasets into actionable insights that support better marketing decisions and long-term organisational growth.
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