case-studies

Petcademy: Reduced SMS cost (-12%) with no decline in engagement

Petcademy is a digital pet-training and pet-care education platform that works with shelters, trainers, and pet parents to improve the overall wellbeing of animals. Their engagement strategy relies heavily on SMS campaigns, which deliver personalized training tips, reminders, and behavioural guidance to users. With large-scale messaging volumes, optimizing cost without hurting engagement was a priority.

Challenge: High SMS Costs With Limited Optimization

Petcademy saw strong engagement from its SMS campaigns, but the associated costs were disproportionately high. The challenge was twofold:

Reduce SMS spend, which had become a significant operational cost.
Preserve campaign performance, ensuring user engagement and completion rates were not negatively affected.

The team needed a data-driven approach to optimize messaging without compromising the value users received.

Solution

To identify opportunities for cost reduction, I conducted a detailed performance analysis across all SMS campaigns, reviewing:

Open and click-through behaviour
Engagement patterns by user segments
Message-level contribution to outcomes
Redundancies and low-impact sends

Based on this, we implemented two key changes:

1. Removed Low-Engagement SMS

We identified specific messages that had consistently low engagement or did not meaningfully contribute to desired actions. By removing or consolidating these, we were able to reduce unnecessary sends while keeping the core campaign intact.

2. Personalized SMS Content

We adjusted content and timing based on how users responded to previous messages. This included:

Tailored messaging for active vs inactive users
Behaviour-driven follow-ups
Clearer, more relevant content tied to user needs

Personalization ensured that the remaining SMS messages delivered higher value, preventing drop-offs despite reduced volume.

Result

The optimized campaign strategy delivered measurable improvements:

12% reduction in SMS costs
Minimal or no decline in user engagement metrics
Improved efficiency with more targeted messaging

Petcademy retained the effectiveness of their user communication while significantly cutting operational spend.

My Love-Hate Relationship With PostHog (And Why I Keep Recommending It Anyway)

I have a complicated relationship with PostHog. Always have. There are things about it that genuinely frustrate me. Things I've complained about more than once. And yet, every time a founder asks me "what analytics tool should I use?" - PostHog is almost always my answer.

AnyIP: Helped get more visibility into marketing, and improving CAC, spend efficiency

About AnyIP AnyIP is a high-performance proxy and networking infrastructure provider used by developers, marketers, and automation teams to route traffic reliably across the globe. With multiple marketing channels driving acquisition, the team needed clarity on performance, spend efficiency, and the true ROI of their campaigns, but their analytics setup

FRAI: Improved paid conversion rate (2x)

About FRAI FRAI is an AI-driven product designed to help users clear interviews using the help of AI-interviewer for their live job interviews. As the product grew, the team needed clarity on user behaviour, conversion drivers, and the effectiveness of their experiments. Without a clear understanding of what was working,

Termplus: Setup the entire Data Analytics Infra, & unified user journey

About TermPlus TermPlus is a digital financial services platform offering streamlined insurance and banking workflows for users across Australia. As the product scaled, the team needed clearer visibility into user behaviour, product performance, and marketing effectiveness. They were using PostHog, but the setup was incomplete, leaving them without reliable insights