Product Analysis: Driving Traffic to Local Events

Goal: Understand user behavior and increase event awareness/registration for Wokai events.

Wokai is a non-profit focused on growing microfinance opportunities in China. It connects donors outside of China with local business operators/entrepreneurs/farmers and is supported by a network of global chapters.  During my time volunteering with Wokai as the San Francisco chapter president, I worked to implement a more metrics-driven approach in analyzing event visitation and registration — which referrers drove the most traffic AND registration? When are ticket sales concentrated? Which partners should we continue working with?

These were all some of the key questions we needed to answer and under my leadership, we started setting up registration and communication efforts to capture as much information as we could using free tools.

The below is a re-cap of one of these post-event analyses.

Wokai – Mushroom After Rain Marketing Re-cap