Assessfy Pvt. Ltd Moderate 5 milestones 100 marks

Digital Marketing Funnel Optimization for a Mumbai Startup

Target year: MMS Sem 3 (Specialization Elective: Digital Marketing) AICTE: 3 credits · ~75 hrs Bloom: Analyze MU CBCS: MM301 Digital Marketing

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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Milestones

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Core skills

About this project

Partner with a real Mumbai startup (or simulate). Audit their current digital funnel: paid ads → landing page → trial → conversion. Identify the largest drop-off. Implement A/B tests on landing page + ad creative. Quantify CAC reduction + ROAS improvement.

Course Learning Outcomes (CLOs):
CLO1: Map a digital marketing funnel quantitatively.
CLO2: Design + run statistically valid A/B tests.
CLO3: Compute CAC, LTV, ROAS and justify optimization recommendations.
CLO4: Use GA4 + GTM for behavioral tracking.
CLO5: Communicate quantitative insights to marketing stakeholders.

Industry/societal relevance: Indian D2C + SaaS hiring is heavily skewed toward digital-marketing managers; placement-relevant for performance-marketing roles.

Milestones

1. Funnel Baseline

15 marks 7d

Audit existing funnel: traffic sources, conversion rates per stage, current CAC + LTV. Submit baseline data sheet.

2. Hypothesis Generation

15 marks 10d

Identify 3 highest-impact drop-off points. Form A/B test hypotheses. Submit test plan.

3. A/B Test Execution

25 marks 18d

Run 2 simultaneous tests (landing-page hero + ad-headline). Achieve statistical significance.

4. Analytics + Insights

20 marks 14d

GA4 + Hotjar deep-dive. Heatmaps + session recordings. Document 5 user-friction insights.

5. Final Recommendations + Report

25 marks 14d

10-page report with quantified impact, projected CAC reduction, implementation roadmap. Pitch to partner founder.

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Skills you'll learn

Digital Marketing (Google AdsMeta Ads)Funnel analyticsA/B testingLanding-page optimizationCAC/LTV mathGA4 + GTM

Tools used

Google Ads (sandbox)Meta Business SuiteGoogle Analytics 4Google Tag ManagerHotjar (free)Unbounce / WebflowExcel

Prerequisites

Marketing Management; basic statistics for A/B test significance; some marketing-team field exposure

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You'll earn — Certificate (PDF)

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Digital Marketing Funnel Optimization for a Mumbai Startup

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