ExerciseMinder: Customer Acquisition & Retention Simulation

📊 Overview
This project explores a 5-year marketing strategy simulation for a fictional fitness tracker brand, ExerciseMinder, using real-world frameworks like RACE and See–Think–Do–Care. The goal: optimize customer acquisition, retention, and ROMI across digital channels using A/B testing, regression analysis, and campaign iteration.

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🧠 Key Learnings

• A/B testing revealed value-driven messaging outperforms short-term discounting for retention.
• Email and branded search consistently delivered the highest ROI.
• Regression analysis uncovered underperforming channels (e.g., TV) and improved spend allocation.
• Lifetime value (CLV) doubled over time by shifting from high-churn acquisition to loyalty campaigns.

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📈 Results

• 🧍‍♂️ Customer Base: Grown from 2M to 3.97M
• 💰 Cumulative Revenue: $900M+
• 📊 ROMI: Improved from 1.42 → 2.7 → 3.5 peak

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🧪 Tools & Methods

• Regression analysis
• A/B testing
• Customer segmentation
• Attribution modeling
• Channel performance metrics

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📄 Deliverables

• Final Simulation Report (PDF)

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📬 Contact

Madeleine Benna
LinkedIn | GitHub