E-Commerce Platform for Legal and Tax products

Data-driven growth experimentation

I analyze data from multiple sources (Tableau, Snowflake, Pendo) to identify patterns in user behavior. Specifically, I use behavioral analytics and regression analysis to detect "hand raisers" - users who exhibit signals of interest in upgrading to a higher-tier product and are likely to initiate a trial.

I then conduct deep-dive discovery with stakeholders and develop hypotheses based on the available data. From there, I design, implement, and analyze experiments to validate these hypotheses and optimize conversion strategies.

Monetizing usage data

The example on the right is the usage monetization campaign I ran from early discovery to launch. The goal was to boost renewal conversion by showing customers how much they’ve accomplished using the product, and highlight the key value adds.

This was a very challenging build: we looked into the most important data points that point to the fact that users are engaging with the product, and identified the ones that impact the probability of an upsell and/or renewal the most. We then collected data points from 6+ databases, and create a story around product utilization.  

In the end, we utilized these data points during contract renewal period to tell a story using data points and boost conversion. 

Building PLG foundations

Core TR products have been Sales-led historically, but a few years ago the company began shifting towards a hybrid Sales+Digital (a.k. Product-led Sales) model by being product-led in activation and retention for small-sized customers.

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I build and launch data-driven upsell and renewal motions with a personalization function. ​