Lover 95%

Upper 95%

Lower 95,0%

Upper 95,0%

Intercept

1,4277

0,0373

38,2573

0,0000

1,3546

1,5009

1,3546

1,5009

SUM Promoted

0,0088

0,0014

6,3622

0,0000

0,0061

0,0115

0,0061

0,0115

SUM Hidden

0,0218

0,0016

13,4485

0,0000

0,0186

0,0250

0,0186

0,0250

SUM Featured

0,0077

0,0014

5,3062

0,0000

0,0048

0,0105

0,0048

0,0105

SUM Extend

0,0090

0,0009

9,7666

0,0000

0,0072

0,0108

0,0072

0,0108

Here the high importance has a coefficient of multiple correlation as it reflects a dependency of chosen variables. Statistical results provided by regression model shows that the coefficient of multiple correlation (R) is equal to 0,42. According to Chaddock scale, received dependence is not statistically significant and can be interpret as low dependency of chosen variables.

R-squaire coefficient estimating the quality of model reached 17.6%. It means that only 17.6% of Contest Number from the original table coincided with the Contest Number ??from the table of regression model. However, R-square value is considered as representative when it becomes equal to 0.5 or higher.

A low value of R-square can be explained by the fact that there are plenty of factors influencing dependent variables as well as an assumption that the relationship is not linear and describes by a complex formula. Based on provided statistical results can be conclude that the Hypothesis №1 is not confirmed and additional options which platform offers to customers for additional price have no influence on bringing them back to the platform. However, based on the results can be also underlined no negative dependency between variables. In this case purchasing of additional options cannot be considered as a reason that customer is not satisfied with a pack of standard options, and platform enforce him to make an additional purchase to upgrade the contest on the platform.

The results confirm the assumption that client takes additional options in terms of individual statement of work and can be explained by the fact that either a business task is very complex or time for work execution is very short. In terms of strategy, platform does not force user to take additional options. Moreover, sometimes platform offers additional options for free in terms of promo campaign to stimulate users for launching the contests.

3.4.2 Hypothesis №2

The Hypothesis №2 is built on the assumption that the length of an interval between registration and launch of the first contest has a direct influence on the activity of customers on the platform in the future. A short period between registration and launch of the first contest can indicate a good communication strategy in e-mail channel, where email includes marketing information telling all benefits of the platform and push a new user to launch a new contest faster. Data used for this Hypothesis is in the Attachment №1. The results concerning confirmation of the Hypothesis №2 would have a practical significance for current research in order to manage communication via e-mail channel with customers and to bring them back.

First of all, on the data base provided by company was identified a length of the period between registration on the platform and launch of the first contest for every client expressed in number of dates. In this purpose the standard function “DATEDIF” were applied in Excel. Graphic №1 reflects the dependence between a period of registration on the platform and launch of the first contest and the total number of contests started.

According to the statistics provided by Graphic №1 can be made a conclusion that the Hypothesis №2 is not confirmed. As can be observed from the results there is no clear line of trend on the graphic. In terms of the assumptions behind the research, graphic should reflect the mathematic formula describing the main trend, in prediction - hyperbola form having formula y=a/x+b. The shape of the hyperbola can be observed on the graphic; however, a dispersion between points on the Graphic №1 is much significant.

Graphic 1. Dependence between period of registration and launching the first and the number of contests

What also can be observed on the graphic - users with the same number of contests have periods between registration and first launch that differs in several times. For example, among users who launched one contest the maximum days left after registration is 3265 when the minimum is 31. The same difference is obvious among users with two and more contests launched.

Despite the fact that the Hypothesis №2 is not confirmed, a one important finding should be mentioned. According to the results, the same number of contests have users who spend different time on the platform after registration. In this case, platform is losing profit due to the fact that their User who is potentially active (what can be proved from the history of future purchase) becomes an active on the platform after a long period of time. Based on these results, a communication strategy in e-mail channel should be optimized. One of the main focus for platform should be a fast activation of User right after a registration process when the interest to the product can be estimated as very high. E-mails are willing to increase users interest right after the registration process and to push them to launch his/her first contest. This new strategy may include developing targeted e-mail messages for customers and setting a particular time interval between e-mails to keep clients' attention to the platform.

After the described finding in terms of Hypothesis №2 has been decided to analyses the behavior of users after the first launched contest.

Based on the data collected during the period 1/3/2016 - 30/3/2017 (Attachment №2) has been identified 3033 unique ID with launch of 3999 contests by building a pivot table with ContestID and Count of ContestID. Grouping users by number of contests launched (applying a function COINTIF) the following results were received:

From total number of 3033 Users

· 2383 Users launched one contest only (78.5%)

· 446 Users launched two contests (14.7%)

· 129 Users launched tree contests (4.3%)

· 76 Users launched more than 4 contests (2.5%)

Based on this data can be conclude that after the first contest launch, a number of users decreases significantly - from 2383 users to 446. From a total number equal to 3033 - 21.5% of Users came back on the platform and launched more than 1 contest, however only 6.8% of them launched 3 and more contests and can be identified as regular users.

As a recommendation according to this statistic provided in previous paragraph, the platform should be more focused on supporting users who launched the first contest and stimulate them to launch a new one. As these Users already came to platform and tested a product, it is easier for platform to build communication on the regular base, to create loyalty and bring them back than to focus marketing strategy on attracting new users on the platform what mean an additional investment in marketing. Via email channel company can identify the reason why the majority of users do not launch more then on contest over the long period. As a solution, company can create an automate e-mails for users who have finished the first contest including words of appreciation for collaboration and asking for comments and feedbacks for improvement of customer's experience. Thus, will be identified are there any reasons in terms of quality of service or any technical problems on the platform. According to the current strategy, platform does not have an established e-mail plan and launch impulsive e-mail campaigns. Therefore, for them it becomes highly important to to support e-mailing on the regular base and remind users about the platform, new actions and actual offers which can make a significant impact to their business by emails.

3.4.3 Hypothesis №3

Hypothesis №3 aimed to identify a connection between different types of contests and additional options which are considered as supplements to the main product. The idea of Hypothesis №3 is built on the assumption that purchasing of additional options directly depends on the type of contest, namely users launching certain types of contests are more willing to purchase particular additional options or additional options in general.

For checking the Hypothesis №3, some transformations of the original table which includes specific details of every launched contest on the platform (Attachments №2) have been done. On the base of provided information, pivot table has been built - Table №6.

Table № 6

Pivot table with data about purchase of additional options

Type of contest	Sum Bold	Sum Hidd.	Sum Feat.	Sum Highl	Sum Extend	Sum Prom.	Avarage Package	Average Total Amount	Count Contest Type	Sum Add. Option	Average price of Add. Options
Application Icon Design	0	0	98	72	38	0	258,4	222,5	13	208,0	16,0
Banner Design	0	39	49	36	19	79	245,5	238,3	20	222,0	11,1
Billboard Design	0	78	147	72	95	395	278,6	235,3	27	787,0	29,1
Book Cover Design	0	117	294	54	95	158	465,2	290,9	22	718,0	32,6
Business Card Design	0	117	172	36	85	0	237,7	216,9	22	410,0	18,6
Business Stationery Design	0	193	98	18	104	79	272,7	215,7	21	492,0	23,4
Car Wrap Design	0	495	441	188	178	237	380,4	297,7	61	1539,0	25,2
CD Cover Design	0	0	0	18	0	0	725,2	740,2	5	18,0	3,6
Character Design	225	78	98	187	197	0	854,3	564,6	16	785,0	49,1
Fans Page Design	0	39	0	36	19	0	146,9	144,8	45	94,0	2,1
Flyer Design	0	640	365	215	38	79	243,1	2001,6	62	1337,0	21,6
Graphic Design	0	464	464	114	149	158	326,8	292,8	67	1349,0	20,1
Icon Design	0	39	98	54	0	158	299,9	287,1	19	349,0	18,4
Illustration Design	0	78	134	0	57	58	302,0	249,8	25	327,0	13,1
Infographic Design	0	96	98	45	19	79	324,6	5047,2	23	337,0	14,7
Label Design	0	273	343	99	151	316	336,1	254,0	54	1182,0	21,9
Landing Page Design	0	156	318	71	38	0	356,1	338,4	20	583,0	29,2
Letterhead Design	0	39	98	0	19	0	238,3	234,8	4	156,0	39,0
Logo and Business Card Design	0	543	927	224	275	747	558,2	1421,7	107	2716,0	25,4
Logo Design	275	9794	16015	4627	8036	5997	419,3	806,1	2223	44744,0	20,1
Magazine Cover Design	0	39	0	0	38	0	455,0	177,3	3	77,0	25,7
Mobile App Design	0	146	183	18	65	58	710,4	516,6	16	470,0	29,4
Mobile Website Design	0	39	120	18	47	79	748,8	517,7	7	303,0	43,3
Other Clothing Design	0	39	98	18	19	79	296,1	299,3	8	253,0	31,6
Other Product Design	0	136	147	36	38	158	329,6	197,2	19	515,0	27,1
Packaging Design	0	365	147	18	359	79	532,3	326,8	62	968,0	15,6
Poster Design	0	117	98	18	19	158	221,8	168,70	24	410,0	17,1
Powerpoint Design	0	68	49	31	38	0	268,0	227,31	14	186,0	13,3
Team Clothing Design	0	76	96	53	19	154	391,9	326,53	15	398,0	26,5
Theme Design	0	154	145	36	18	79	926,2	623,18	11	432,0	39,3
Ticket Design	0	0	0	0	0	0	163,5	172,00	2	0,0	0,0
Trade Show Swag Design	0	39	0	18	38	0	321,5	244,50	6	95,0	15,8
T-shirt Design	0	331	976	331	360	711	401,0	347,25	141	2709,0	19,2
Website Design	0	2645	2050	376	778	1730	926,5	591,35	220	7579,0	34,5

By taking into account a total sum of additional options purchased in every particular contest type and a number of contests launched during the period - an average price of additional options was calculated.

On the second stage of work on Hypothesis №3 was provided a dispersion by applying One-Way-ANOVA test in statistical program SPSS16.0.1. ANOVA tests allows to check a statistical significance of difference between average price of additional options among different Contest Types. The results of test are presented in the Table №7.

Table №7

One-way-ANOVA test's results

Applied dispersion analysis involved data of 3400 launched contests by 34 different contests type and the average sum of additional options taken for every contest. In terms of research, average cost of additional options becomes dependent variable while contest type is a factor in SPSS System. Analysis provides 95% confidence intervals for the dependent variable for each single group of contests type out of 34 as well as well as for all types combined.

Based on the ANOVA test's results, a significance value equal to 0.008 what is below 0.05 can be conclude that the difference between average values is statistically significant. It means that the average sum of additional options differs between types of different contests.

As can be observed from the Graphic №2 - average price of additional options taken differs significantly among different contests types.



Graphic 2. Average price of additional options

The average price which User spends on the additional options is equal to $ 22.7. Based on this data, platform can identify a segment of contest types which is more willing to bring an additional profit to the platform due to the fact that users normally purchase additional options launching curtain contest types.

According to the results of statistical analysis of average additional options sum, the most impactful contest type in terms of purchasing additional options is a Character design - additional $49.1 to the platform for every contest having this type launched. Also, it is a very important to highlight the following types which are significantly higher (more than in half comparing with an average) than average coast of additional option taken:

· Character design 49.1 (Illustrations and Contextual Design)

· Letterhead Design 39 (Corporate Identity)

· Mobile Website design 43.3 (Web Design)

· Theme design 39.3 (Web Design)

· Website design 34.5 (Web Design)

High average rate also have such contest types as: Landing Page Design (29.2), Billboard Design (29.1), Mobile App Design (29.4), Book cover (32.6) and Other Clothing Design (31.6)

It is important to mentioned that 4 out of 5 contest types in Web Design Category, namely Mobile Website, Theme design, Website design and Landing Page show high level of purchasing additional options comparing with other categories.

Based on the described findings, Hypothesis №3 is confirmed. Certain contest types are more able to bring an additional profit for platform due to the fact that users are more willing to take additional options choosing them according to provided statistics. In terms of communication strategy, platform can create e-mail messages for all users who are choosing mentioned contest types including information about benefits of additional options for their contests. This targeted e-mail can stimulate user to purchase additional options and as a result increase platforms' profit.

3.4.4 Segmentation of users based on contest status

After research process and feedback of project manager was identified that the current e-mailing policy of the platform does not use personalized approach. However, due to the fact that platform offers wide range of options for large audience, some cases can happen. Therefor it becomes vital to reduce a negative experience and to bring user back to the platform or to improve service. Based on provided CRM data was identified segments with high potential to leave a platform unsatisfied because of the experience that did not meet expectations. As a result, these users are able to leave negative feedbacks in social media what effects the brand negatively. The first step of the research was to find a way how to indicate users located in the risk zone. Based on the information provided by Project Manager, were identified that there are 3 contest statuses, when users can stay unsatisfied, namely “Abandon”, “Expired” and “Refund”.

“Refunded” status is set up for contests when clients are not satisfied with results provided by designers. In this case, a client contacts a manager of platform and then team makes a decision either a negative comment has a ground or not. If platform agrees with feedback, they offer a pull of additional options for free. In those cases when client does not want to take this offer and insisting to close a contest - platform gives money back. All described situations require an individual approach therefore and platform's team considers each of them separately in terms of communication via e-mail.

“Abandon” status is assigned if users who launched a contest left platform without choosing a winner. This behavior can be explained by the fact that client lost an interest to the results due to some reason and even did not ask about refund. “Expired” status can be interpreted in two ways - when customer purchase an additional option to prolong a contest because needs more time to make a choice from a few good variants or due to personal reasons. On the other hand, client prolongs a contest because did not find any design meeting his/her expectations. In this case, there is a risk to lose client after this contest. However, correct interpretation of status by using e-mail as a main communication channel will help platform to improve service and treat clients in the right way.

Pivot Table №8 include all contests grouped by the type and status - “Abandon”, “Expired” or “Refund”. Based on the Table №8, a group of contests with risky status reaches 18.1 % from the total number. It means that the platform loses profit from up to 18.1% of launched contests. As observed from the Table №8 the most popular contest type among client is Logo Design and here the risk group achieve 15.5%. It can be explained by the fact that clients asking for a new logo design are very picky due to the fact logo reflects the identity of company and becomes a long-term investment. As an example, the most famous Nike's logo has a strong message for consumer to strive for ideal physical shape (Goldman & Papson, 1998).

Table №8

Pivot table of contests with risky status

Contest Type	Total number	STATUS abandon	STATUS refund	STATUS expird
Application Icon Design	13	2	3
Banner Design	20	1
Billboard Design	27		4	1
Book Cover Design	22		2	1
Business Card Design	22	2	1	1
Business Stationery Design	21		1
Car Wrap Design	61	2	11	2
CD Cover Design	5		2
Character Design	16		1
Fans Page Design	45		42
Flyer Design	62		5	3
Graphic Design	67	5	14	2
Icon Design	19		2
Illustration Design	25		3	2
Infographic Design	23	1
Label Design	54	1	6	4
Landing Page Design	20		4	1
Letterhead Design	4
Logo and Business Card Design	107		6	2
Logo Design	2223	72	193	80
Magazine Cover Design	3
Mobile App Design	16	1	2	5
Mobile Website Design	7		1
Other Clothing Design	8		2	1
Other Product Design	19		2
Packaging Design	62		7
Poster Design	24		1	1
Powerpoint Design	14		1
Team Clothing Design	15	1	3
Theme Design	11		4
Ticket Design	2		1
Trade Show Swag Design	6		1
T-shirt Design	141	4	16	6
Website Design	220	7	50	16
TOTAL	3404	99	391	128

According to the data the following recommendation for the platform were provided. First of all, due to the fact that expired status can be interpret in different ways, for platform it becomes important to identify the reason behind it to create a right content of message and send it via e-mail. For example, for users with status expired the message can include a short questioner including close questions concerning the experience on the platform and reason of prolonging the contest. This step will help to split users contests into 2 groups and communicate with them separately. Due to the fact that the option of prolonging a contest brings additional profit to the platform, it becomes important to identify either it is a necessary measure or personal desire. For the first group email content should be focus on reducing a negative experience and remaining an interest to the contest. User will know that the platform cares about servicer which provides and offer solutions to manage the complete situation by offering additional options or new contests with big discount or even for free. Nevertheless, if a user will not come back to platform afterword - at least platform reduced a negative experience. For those who prolong a contest by personal reasons, emails can include learning content about how to choose a right design.

According to data from Table №8 status “Refined” is set in 11.5% contests. All these cases have a negative influence on platform as client left unsatisfied with final results and with high probability will not come back to the platform again. For this group of users, e-mail messages should include context focused on decreasing negative emotions from the experience which did not meet their expectations. Platform can offer a new contest design with big discount or for free to keep an interest to the service. Nevertheless, platform's team should pay attention on “logo design” as this type is the most popular and on the top by status “Refund”. As a possible solution, customers choosing this type of contests should be briefed how to complete the contest draft and what is highly important to mention in order draft to get expected results in the end. According to the current policy, contest becomes “Refund” after long negotiations between user and support team when sides cannot come to common solution. The main aim of support manager is to prevent refunding using any available options. Thus, platform can set up KPIs for all members of support team and track the efficiency of their work based on statistics.

“Abandon” status is a recent one combining 2.9% of contests only. There are many of variants why client left a contest without choosing a winner, however from the platform side all possible actions need to be done to reach him and left. According to current approach, if client ignores warming e-mails remining about final stage of contest and necessity to choose a winner - platform close it and divides a prize among designers taking part in competition. In the end contest left without a winner. The proposed solution is the following one: due to the fact that client payed for contest it should be important for platform to show him the final result of provided offer even in terms of service quality if he/she does not react to notifications. Platform's team can follow the way of choosing a winner by themselves whose design meets clients' requirements in the best way. In order to illuminate a likeliness from the client's side to feel cheated, platform can create a last letter with announcement of the winner and distribution of the results of provided service.

CONCLUSION

Despite the increasing popularity of social networks, e-mail marketing remains one of the most powerful marketing channels for business in terms of communication with target audience and distribution of marketing messages. However, the content of e-mail messages plays a key role and influence the efficiency of channel in general. Recent research underlines that mass e-mailing approach is losing its power due to the irrelevance of e-mail's content for a certain a great of audience. Therefore, personalized approach becomes an effective solution for business to optimize marketing activities in e-mail channel what is proved by high conversion rate and significant values of key marketing metrics as well as improving brand perception and increasing of loyalty.

Based on the case of real company was conducted a detailed analysis of e-mail marketing strategy with the application of statistical instruments. The main aim of current research was to identify factors influence the frequency of users' purchase on the online platform which provides design solutions for business.

Analysis of evaluable CRM data underlines that the web-platform has certain areas for improvement in current strategy. Despite the fact that regular mass emailing is useful in terms of supporting brand awareness, online platform should move to personalized approach in e-mail channel and start creating emails in terms of users' needs. Targeted e-mails developed in context with data of recent purchases will let online platform to move towards a new level of customer service and improve an efficiency of e-mail channel. Based on the results of tested research hypothesis was develop a set of recommendations for platform how to optimize e-mail activities that can be further implemented into current marketing strategy on the regular base.

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Attachment № 1

Table 1. Consolidated report about clients' information (part of the table)

CLIENT ID	REGISTRATIO DATE	CONTEST COUNT	PUBLISHED FIRST	PUBLISHED LAST	TOTAL PRICE
41223	11.11.2011	260	03.07.2012	10.06.2014	$87 196
27603	26.12.2010	40	09.04.2014	18.06.2015	$21 485
40134	18.10.2011	9	31.08.2012	21.05.2014	$3 178
46214	29.02.2012	9	11.10.2012	15.10.2014	$2 491
39694	07.10.2011	8	22.03.2013	06.02.2015	$3 443
34968	10.06.2011	8	07.12.2012	25.03.2015	$3 034
45912	23.02.2012	7	10.12.2012	11.11.2014	$4 377
45893	22.02.2012	7	25.08.2012	18.12.2014	$3 627
50495	26.05.2012	6	11.11.2012	08.02.2015	$1 659
27989	11.01.2011	6	03.09.2012	15.02.2013	$1 329
83190	18.12.2012	5	24.06.2013	19.09.2013	$3 640
36687	22.07.2011	5	09.01.2013	07.08.2014	$1 698
28617	02.02.2011	5	05.01.2013	12.03.2013	$1 532
50801	03.06.2012	4	10.07.2012	20.08.2012	$1 106
58874	17.09.2012	4	07.11.2012	02.06.2014	$1 125
42973	23.12.2011	4	15.02.2013	23.05.2014	$1 458
50500	26.05.2012	4	16.07.2012	24.02.2013	$1 296
26536	29.09.2010	4	05.02.2013	23.06.2014	$1 100
31905	27.03.2011	3	27.06.2013	08.01.2015	$955
148115	24.09.2013	3	27.10.2013	07.12.2014	$1 299
42003	29.11.2011	3	03.10.2012	18.02.2014	$1 494

Attachment № 2

Table №2. Clients' additional options at launching a contest

Date	30.03.2017	30.03.2017	30.03.2017	30.03.2017	30.03.2017	30.03.2017	30.03.2017	30.03.2017
ContestId	161985	18517	162063	162063	18426	18425	162051	161870
Title	LOGO DESIGN	Stein Brewing Company. (SBC)	Stein Brewing Company. (SBC)	Stein Brewing Company. (SBC)	Aircraft Recycling International Limited (ARI)	Aircraft Recycling International Limited (ARI)	Aircraft Recycling International Limited (ARI)	LiveVoice.ai
Contest Status	expired	draft	closed	closed	draft	draft	open	closed
Contest Type	Logo Design	Logo Design	Logo and Business Card Design	Logo and Business Card Design	Logo Design	Logo Design	Logo Design	Logo Design
Pay System	PayPal	CreditCard	CreditCard	CreditCard	CreditCard	CreditCard	CreditCard	CreditCard
User_ID	221213	220733	221362	221362	218454	218454	152108	221352
Full name	Stanley	KARRIE POWERS	David Stein	David Stein	Kenneth North	Kenneth North	Michael Cairo	Adam Berkson
Country	United States	United States	United States	United States	United States	United States	United States	United States
Prize Deposit	-	-	-	150	-	-	-	-
DesignContest fee	-	-	-	-	-	-	-	-
Extend	-	-	-	-	-	-	-	-
Bold	-	-	-	-	-	-	-	-
Highlight	18	-	-	-	-	-	-	18
Featured	-	-	49	-	-	-	-	-
Hidden	-	-	-	39	-	-	-	-
Promoted	-	-	-	79	-	-	-	-
Package	300	-	-	750	-	-	475	300
Other	19	230	-	49	65	119	-	-
Total Amount;	337;	230;	49;	1292;	65;	119;	475;	318;

(part of the table)

Attachment № 3

Invitation letter

Hello dear subscriber,

My name is Olga, I am taking care of DesignContest's newsletters. Once every 2 weeks I will be sharing with you practical advice on the topic of design, interesting business articles and other useful materials.

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Every subscriber (by default) has a valuable advantage - he is the first to receive news about special discounts and proposals from DC.

In the meantime, I can suggest the following interesting materials to you:

1. Questions to consider before you design your logo.

2. Website design: questions to consider before you start.

3. "Do's" and "don'ts" of business card design.

4. What if Disney heroes and heroines had Instagram - nothing useful with this link, but it will put a smile on your face :-)

By the way, if you have any suggestions for newsletter topics or would like to tell us about your business (or just say hello) - do write to me, I will gladly read through and answer your message.

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Community Happiness Manager

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