Launching a New Product with Data-Driven Market Insights and Marketing Strategies
The Challenge
Jabama, a short-term rental platform similar to Airbnb, wanted to expand its offerings with a new product: “Experiences”—activities hosted by locals, similar to Airbnb Experiences. The challenge was to introduce a completely new product, attract early users, and ensure both the product design and marketing strategy were aligned with customer needs.
The Data Journey
I used a combination of qualitative and quantitative tools to inform product design and marketing decisions:
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Market Research: Surveys, competitor benchmarking, and analysis of trending local experiences.
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Customer Behavior Tracking: Used Google Analytics (GA), Mixpanel, and Hotjar heatmaps to monitor click patterns, session duration, and engagement with prototype pages.
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A/B Testing: Tested landing page designs, email campaigns, and feature placements to optimize user engagement and conversion rates.
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CRM & Feedback Analysis: Monitored user inquiries, reviews, and beta-test feedback to identify friction points.
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KPI Dashboards: Tracked conversion rates, product page views, bounce rates, click-through rates (CTR), and sign-ups during pre-launch, launch, and follow-up phases.
Insights Discovered
Users were more likely to book experiences if descriptions were visual, trustworthy, and clearly highlighted unique local features.
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Early users valued simple booking flows and transparent pricing.
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Targeted marketing and personalized email campaigns drove higher engagement than generic promotions.
The Strategy
I designed a data-driven launch and marketing plan including:
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Product Design Input: Collaborated with the product team to improve UX, feature prioritization, and prototype flows based on user behavior data.
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Marketing Campaigns: Created pre-launch teasers, launch announcements, and follow-up campaigns targeting potential early adopters.
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A/B Testing & Optimization: Continuously optimized landing pages, email subject lines, and call-to-actions based on engagement metrics.
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Customer Feedback Loop: Collected and analyzed feedback from early users to improve the product experience in real time.
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Sales Strategies: Used promotional offers, social media campaigns, and influencer partnerships to increase product visibility.
Execution
Pre-launch phase: Collected insights, built prototype pages, and tested messaging.
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Launch phase: Executed marketing campaigns across email, social media, and platform notifications.
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Follow-up phase: Monitored KPIs, iterated on design, and ran targeted promotions to convert early interest into bookings.
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Ongoing optimization: Adjusted campaigns and product features based on behavioral analytics and A/B testing results.
Impact
Increased visibility of the “Experiences” product across targeted customer segments.
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Improved product design and booking flow through user-behavior insights and iterative testing.
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Boosted early adoption and engagement, measured via CTR, page views, and bookings.
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Strengthened marketing-to-product feedback loop, creating a scalable framework for future product launches.