Featured Work

Challenge

A prominent online tutoring platform in the Middle East, faced a significant challenge with their mobile conversion funnel. The primary 'Enquire Now' call-to-action was hidden within the collapsed mobile navigation menu, creating friction in the user journey and resulting in substantially lower inquiry submission rates compared to desktop users.

Solution

• Conducted detailed mobile user journey analysis to identify drop-off points
• Designed and implemented a sticky CTA in the mobile navigation header
• Set up A/B test using experimentation tools via Google Tag Manager hacks
• Monitored real-time user behavior and engagement metrics in Google Analytics 4

Implementation Overview

The optimization was implemented through a sophisticated GTM setup that injected the sticky CTA only for the test group. The solution included custom event tracking, cross-browser compatibility and performance optimization to ensure the added element didn't impact page load times.

Results & Impact

• 185% increase in mobile inquiry submissions
• Significantly improved mobile user engagement metrics
• Reduced the gap between mobile and desktop conversion rates
• Successfully scaled the solution across all mobile pages

Challenge

A UAE luxury hospitality brand was experiencing significant waste in ad spend by continuing to show ads to users even after their intended stay dates had passed. This inefficiency in audience targeting was leading to unnecessary advertising costs without any potential for conversion.

Solution

• Developed lead-time based audience exclusion strategy
• Aligned user's check-in dates with ad platform audience duration
• Implemented automated audience exclusion based on stay dates
• Created dynamic audience refresh mechanism

Implementation Overview

The solution introduced a sophisticated targeting strategy that calculated the lead time (days until check-in) for each user and aligned this with ad platform audience membership duration. This ensured ads were only shown during the relevant booking window and automatically stopped once the stay dates became irrelevant, eliminating wasted ad spend.

Results & Impact

• Doubled Return on Ad Spend (200% increase)
• Reduced ad spend by 50% while maintaining revenue
• Eliminated wasteful advertising to irrelevant audiences
• Improved overall campaign efficiency

Challenge

A major UAE telecom operator was facing user experience challenges with their mobile app, reflected in a low app store rating of 3.3. The app experienced crashes that were impacting user satisfaction and limiting the adoption of in-app transactions. They needed a systematic approach to monitor, analyze, and resolve these issues.

Solution

• Implemented Firebase Crashlytics for comprehensive crash reporting
• Developed real-time monitoring dashboard for app performance
• Resolved GA4 user identification issues for accurate tracking
• Created automated alert system for critical crashes

Implementation Overview

The solution combined Firebase Crashlytics for detailed crash analysis with custom dashboards for real-time monitoring. We worked closely with the development team to resolve the GA4 user_id tracking issue, ensuring accurate user journey analysis. The dashboard provided instant visibility into app performance metrics and user feedback, enabling quick response to issues.

Results & Impact

• Increased app rating from 3.3 to 4.13 in 6 months
• Enhanced crash reporting and resolution workflow
• Improved user tracking accuracy
• Increased adoption of in-app transactions

Challenge

Jumeirah.com was missing opportunities to convert potential guests due to a disconnect between available offers and user awareness. Customers were completing bookings without being exposed to potentially valuable offers that could have enhanced their stay and booking value.

Solution

• Developed smart offer targeting system using only GTM
• Created date-aware interstitial display mechanism
• Implemented A/B testing to measure impact of personalization
• Ensured offers were only shown when available for selected dates

Implementation Overview

The solution leveraged Google Tag Manager to intelligently display relevant offers within the booking funnel. What made this approach unique was its precision - offers were only displayed when they matched the user's selected stay dates, ensuring 100% offer relevancy and preventing customer frustration.

Results & Impact

• 30% increase in e-commerce conversion rate
• Enhanced user experience with relevant offers
• Zero additional technology investment needed
• Improved booking value through targeted offers

Challenge

A Quick Service Restaurant chain was experiencing lower than expected conversion rates due to an unclear and poorly organized menu structure. Users were struggling to navigate through menu items efficiently, leading to confusion and abandoned orders. The existing menu lacked proper categorization and clear visual hierarchy.

Solution

• Restructured menu with clear main categories and subcategories
• Implemented intuitive navigation system for easy browsing
• Enhanced visual hierarchy for better item discovery
• Optimized menu layout for both mobile and desktop views

Implementation Overview

The menu redesign focused on creating distinct subcategories within each main category, making it easier for users to find specific items. Navigation improvements included sticky category headers and quick-jump features, allowing users to move smoothly between sections. The new design maintained brand consistency while significantly improving usability.

Results & Impact

• 15% increase in overall conversion rate
• Reduced time to find and order items
• Decreased cart abandonment rate
• Improved customer satisfaction scores

Challenge

A leading Middle Eastern publication group needed to consolidate analytics across their diverse portfolio of 32 news and magazine websites. Each publication had unique requirements, different languages and varying content types, making unified measurement a complex challenge.

Solution

• Leveraged GA APIs across all publications for historical data collection
• Developed custom data export automation using Google Cloud
• Created unified BigQuery schema for consolidated reporting
• Built automated data quality monitoring system

Implementation Overview

The solution utilized GA4's enhanced measurement capabilities while overcoming its limitations through custom infrastructure. Daily data retrieval scripts running on Google Cloud Functions consolidated data from all publications into a unified BigQuery dataset. This enabled cross-publication analysis and reporting while maintaining individual publication insights.

Results & Impact

• Complete visibility across all 32 publications
• Automated daily data consolidation
• Enhanced cross-publication insights
• Streamlined reporting workflow

Challenge

A leading UAE government financial entity faced significant data fragmentation across their extensive digital ecosystem of 22+ websites and applications. Data was siloed across platforms with limited analytics capabilities and no customer data platform (CDP) for advanced first-party data utilization. This prevented comprehensive user journey understanding and effective attribution strategies.

Solution

• Conducted comprehensive analytics audit across all digital properties
• Developed unified data strategy for cross-departmental alignment
• Designed user data lifecycle journey with Sitecore CDP integration
• Created attribution framework linking Salesforce to acquisition channels

Implementation Overview

The strategy positioned Sitecore CDP as the central hub for unifying customer profiles and enabling sophisticated audience segmentation. The implementation roadmap included cross-platform data integration, advanced attribution modeling, and marketing activation workflows that would transform how the organization understood and engaged with its customers.

Results & Impact

• Secured VP/C-level executive buy-in for immediate project launch
• Unified customer data across 22+ digital properties
• Enabled advanced attribution and journey mapping capabilities
• Generated additional project for personalization and experimentation

Challenge

A leading telecom operator was experiencing high call center volumes, leading to increased operational costs and potentially longer wait times for customers. The challenge was to effectively redirect customer inquiries to more efficient support channels while maintaining high customer satisfaction levels.

Solution

• Implemented Firebase Remote Config for precise user segmentation
• Designed and developed WhatsApp integration within the mobile app
• Created multiple UI variations for A/B testing
• Set up comprehensive analytics tracking for all support channels

Implementation Overview

The experiment was configured using Firebase Remote Config to ensure consistent user experiences across sessions. Three distinct variations were tested: Variation A (Control): Original interface without WhatsApp integration, Variation B: WhatsApp button implementation and Variation C: Prominent WhatsApp banner placement

Results & Impact

• 9% reduction in overall call center volume
• Successful shift of customer inquiries to WhatsApp support
• Improved customer experience through faster response times
• Reduced operational costs for customer support

Challenge

Team members across the agency were spending excessive time on manual reporting tasks, limiting their ability to focus on strategic client consultation and optimization. The manual process was not only time-consuming but also prone to errors and inefficient for ad-hoc reporting needs.

Solution

• Evaluated and implemented Funnel.io for data aggregation
• Created replicable Looker Studio report templates
• Developed comprehensive training framework
• Established standardized reporting processes

Implementation Overview

After thorough evaluation of data connector platforms, Funnel.io was selected for its historical data preservation and intuitive interface. A standardized Looker Studio template was developed to ensure consistency and easy replication. Comprehensive training programs were implemented to ensure smooth adoption across teams.

Results & Impact

• Over 100 hours per week saved across teams
• Improved focus on strategic client consultation
• Enhanced ad-hoc reporting capabilities
• Transformed organizational efficiency