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The document contains inquiries regarding the user acquisition strategy, specifically the rationale behind the target of 2.2 million users and the subsequent revision to 330,000. It also addresses inconsistencies in campaign analysis reports, the planning process for user and performance targets, decision-making regarding cashback values, and the status of the goal to open 100,000 new accounts. The questions aim to clarify the planning, execution, and reporting of milestones in the user acquisition campaign.

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Hadia Khan
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3 views1 page

Dfs

The document contains inquiries regarding the user acquisition strategy, specifically the rationale behind the target of 2.2 million users and the subsequent revision to 330,000. It also addresses inconsistencies in campaign analysis reports, the planning process for user and performance targets, decision-making regarding cashback values, and the status of the goal to open 100,000 new accounts. The questions aim to clarify the planning, execution, and reporting of milestones in the user acquisition campaign.

Uploaded by

Hadia Khan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

 To start with, I'd like to understand the broader strategy — what was

the rationale behind setting the target at 2.2 million users, and how
exactly was that figure calculated?
 While reviewing the documents, I noticed an inconsistency — we
couldn’t locate the campaign analysis for Milestone 3, and it’s the
same as that of Milestone 2. Could you clarify whether a separate
report was submitted for Milestone 3?
 Just to get a better picture of the planning process, were there specific
user or performance targets defined for each milestone? If so, could
you share what those individual targets were?
 the overall user acquisition target was revised down to 330,000. Can
you walk me through the reasoning behind this revision? What factors
contributed to that decision?
 While going through the financial report for Milestone 2, I noticed that
tests were run using different cashback values — ₹100, ₹200, and
₹400 — before settling on ₹100. Could you explain what insights or
data led to the decision to finalize ₹100?
 I also observed that users were able to avail the cashback on
subsequent transactions, regardless of whether they paid via cash on
delivery or online. Was there a strategic reason for not limiting the
cashback to online payments only?
 Lastly, one of the stated goals was to open 100,000 new accounts.
However, this objective doesn’t appear in any of the milestone reports.
Could you shed some light on what happened with that target? Was it
deprioritized or tracked separately?

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