RipplingEasyMetrics00:00Welcome to your interview for the Product Growth Analyst role at Rippling.
The question is on your right: Measure Offer Resonance in Messaging. Take a moment with it first.
Talk your thinking through with me if you like - when you're confident, submit your answer and I'll grade it like a real screen. You have three graded attempts to score 7/10 or better.
AcmeShop, a mobile commerce app, launched a new promotional message: "Get 20% off your first order this week". The growth team sent it to 2.4M users across push notifications, email, and in-app banners. One week later, leadership wants to know whether the message is actually resonating with users or simply generating superficial opens.
Before the launch, AcmeShop's weekly baseline was: push open rate 8.5%, email open rate 24%, click-through rate 3.2%, first-order conversion rate among exposed users 1.8%, and 14-day repeat purchase rate for first-time buyers 22%. After launch, push open rate rose to 10.1%, email open rate to 27%, CTR to 4.6%, and first-order conversion among exposed users to 2.3%. However, unsubscribe rate increased from 0.18% to 0.34%, and 14-day repeat purchase for newly converted users is still unknown because only 7 days have passed.
The VP of Growth asks whether the new message is resonating, which user segments respond best, and what metric framework should be used so the team does not over-index on vanity metrics.
message_delivery_log: send_time, channel, campaign_id, user_id, delivered_flagmessage_engagement_log: opens, clicks, dismissals, unsubscribes by user and campaignorders: order_id, user_id, order_time, gross_merchandise_value, discount_amount, is_first_orderuser_profile: signup_date, acquisition_channel, country, device_type, loyalty_statusretention_events: repeat_order_flag, repeat_order_time, 7d/14d/30d activity