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Case Study · MENA Ride-Hailing Leader · Analytics Product 04 / 07

Growth & Acquisition Intelligence

From install to loyal user, tracked daily: paired daily / 30-day-rolling trends for the whole acquisition chain, a column-per-day MTD heatmap, and a new-user retention cohort that answers the question growth teams avoid — do they stick?

Acquisition FunnelsCohort AnalysisTableau SQLRolling WindowsMTD Tracking
product scorecard — structural factsproduction
2×
every metric charted daily and 30-day rolling, side by side
31
columns — one per day — in the MTD heatmap
13
months in the new-user retention cohort
6
funnel stages — install to activation

Note on numbers: no figure from inside a client dashboard is presented here as an achievement. Published screenshots have absolute figures blurred.

01The Business Problem

Acquisition spend is judged twice: did the funnel convert this month, and did the users it bought stay? Growth teams tracking daily numbers drown in noise; teams tracking monthly numbers react a month late. And a spike in signups means nothing if activation lags — or if the cohort churns by month two.

The goal: one product that reads acquisition at daily speed with rolling-window stability — and connects every acquisition month to its retention afterlife.

02My Role

Sole analyst on the product: SQL for the install-to-activation chain, the paired daily/rolling view architecture, the MTD heatmap tracker, and the new-user cohort model.

03What I Built

Growth Dashboard — paired trends

Installs, signups, new users, TPU, ARPU, and same-day activation rate — each charted twice, daily on the left, 30-day rolling on the right, with 30D rolling retention and graduation rates alongside. Noise and signal, on one screen.

Acquisition MTD Tracker

A monthly summary strip (signups, registration conversion, activation rate, social-media activation) above a heatmap with one column per calendar day, split by city group and product grouping, with in-row relative coloring — a slow day shows up the same morning.

New-User Retention Cohort

A 13-month triangle heatmap of monthly acquisition cohorts × months since activation, each cell carrying both retention percentage and absolute counts — the "do they stick" answer, per acquisition month.

Churn & Margin Model (Sheets)

A pivot-based model connecting customer segments to retention, trips, and margin by month, with team-query vs comparison splits. Described text-only: the file carries an internal data classification, so no screenshot is published.

04Signature Build Details

Daily and rolling, always paired: every headline metric renders twice on purpose — the daily line catches events, the 30-day rolling line shows whether anything actually changed. One layout decision that ended arguments about noise.
A column per day: the MTD heatmap gives each calendar day its own column across city and product groups — month-to-date pacing is a glance, not a query.
Funnel math with conversion at every joint: signups → registered → activated with registration conversion and activation rate computed between each stage, monthly, weekly, and daily.
Graduation as a first-class metric: beyond retention, a rolling graduation rate tracks users moving up engagement tiers — growth quality, not just growth volume.

05KPIs Defined & Governed

Activation RateRegistration ConversionARPU TPU30D RetentionGraduation Rate Reactivation

06Decisions Enabled

Growth teams saw funnel pacing against the month in real time, not at review meetings.
The cohort triangle connected acquisition pushes to their retention outcomes, month by month.
Rolling views separated campaign spikes from actual trend changes before budgets moved.
SCREENSHOT SLOT
Growth Dashboard — paired daily / rolling trends
(blur all absolute figures)assets/gro-growth-dashboard.png
SCREENSHOT SLOT
Acquisition MTD Tracker — daily heatmap
(blur all absolute figures)assets/gro-mtd-heatmap.png

07Skills Demonstrated

Funnel analysisCohort analysis Rolling-window designMTD heatmap trackers Growth metrics designAdvanced SQL Sheets modeling
Mohamed Eltanbedawy · Business & Data Analyst — BI & Analytics
mohamed.tanbedawy@gmail.com · linkedin.com/in/tanbedawy