Marketing Data Project for Canadian Healthcare Media Company
Project scope
Categories
Data visualization Data analysis Customer segmentation Marketing analytics DatabasesSkills
data extraction data visualization marketing data analysis sales email marketing data collection mailchimpLaunched in late September 2022, The Health Insider is a Canadian healthcare media network that (a fully-owned subsidiary of RSRS) looks for the insider's perspective to find the answers to the important questions Health Consumers are asking.
See https://thehealthinsider.ca/ for more information.
The Health Insider is seeking to work on a Capstone project for Marketing data analysis and optimization.
At the core of what we are building at The Health Insider is data. via our parent company RSRS, we are fortunate to have an existing database filled with hundreds of thousands of data points that we plan to leverage for email marketing and other purposes. The data, however, is not currently in a format that enables it to be visualized, segmented and extracted by the marketing team.
For this project we wish to work with the student team to create a program which enables us to visualize our data, extract it from our database and then create processes by which the marketing team can analyze and optimize email marketing efforts.
This will include:
Data Collection
- Crunch RSRS database to gain actionable insights.
- identify which data and measurement metrics are relevant to the goals of The Health Insider
Data Analysis
- Evaluate the data and create hypotheses around it for optimization for both editorial and sales.
- Analyze sales funnels – where should we be focusing our sales efforts, based upon trends in health data?
Email campaigns
- Assist marketing team with data segmentation and analysis
- Clean data to ensures the dataset is free of erroneous or corrupt information.
- A/B testing analysis
- Draw actionable conclusions
- Optimize for core KPI’s
Experience with data visualization software and MailChimp would be an asset.
The Health Insider team will be available at regular times and also on demand to help with the delivery of a successful project. This is important to us, so you will receive all the staff time required.
Our database is proprietary and filled with very sensitive data. We will ensure that proper access is offered, along with relevant security measures to ensure privacy of our customers is maintained.
Students will access our Mailchimp account for KPI measurement. Students will be fundamentally involved in selecting data visualization platform and the process required for marketing team to visualize and segment the data.
Supported causes
Good health and well-beingAbout the company
RSRS is a Canadian leader in record storage and scanning services. Started in 1997, RSRS began offering retiring and relocating physicians across Canada a way to ensure that their patient files were being compliantly retained following a practice closure or relocation. Over the years RSRS gained its reputation for compliant records disposition and now offers businesses in every sector, solutions for storing, scanning and managing their document flow.
RSRS offers hosted document management, enabling businesses to securely access their documents anytime from anywhere in the world.
RSRS also recently entered the space of data analytics, enabling companies to more effectively and strategically market to potential customers more meaningfully and without wastage.