Growth Analyst Kate Zagrebneva and her team work on growing and retaining Surveys On The Go® consumers: They use insights from historical data and new experiments, and utilize them to create and optimize acquisition and lifecycle campaigns. Kate’s team looks at how SOTG consumers behave and make their experience in the app better. Outside of work, you can find her following her other passions – dancing, hanging out with her friends, family and cats, and trying new vegetarian dishes.
1. What is your role at MFour?
Growth Analyst
2. How did you get started in this industry, and what led you to your current position?
I was working in growth and marketing teams when I realized how much value data analysis adds to performance and decision making in teams like that. I later got my Master’s degree in Business Analytics and fully switched to doing data analytics while still being a part of growth teams.
3. What projects or tasks are you currently working on, and what excites you about them?
I currently work on doing analysis and providing insights and recommendations to the user acquisition and lifecycle part of the team. It is exciting to see how data can be leveraged to identify what consumers enjoy most in our app and make their experience better.
4. Can you share a memorable team success story or collaboration experience?
Growth team has always collaborated with the Mobile Product and Engineering teams to brainstorm, work on, improve and analyze feature performances. Our most recent transition to a new multi-channel marketing automation platform was a challenging but successful experience for both teams. We are now able to provide a more exciting and personalized experience within the app.
5. How do you foster innovation in your role?
Testing and experimenting with new ideas are essential in my role and any other role in the growth team. There are so many ways to look at and utilize data to find useful insights – you have to think outside the box. Some of the best findings that I’ve had came from me looking at the same data from a different angle.
6. What’s your favorite MFour Studio feature?
Events Explorer – it provides a convenient overview of Location, App and Web behavior trends.
7. How have your career goals evolved, and what have you learned from the journey?
I’ve learned how crucial it is for a data analyst to understand the business value of the issue/opportunity they’re working on. While it is important to have technical skills to execute on your analysis, it is important to understand the why, first and foremost. It provides essential context for analysts to come up with new ideas for the analysis and testing process.
8. Share a fun fact or hobby that your colleagues might not know about you.
I have two voids (black cats) that were both named Sam when I got them.
If you’re interested in joining our team, we’re hiring! Take a look at our job openings.
