Axis Life — App Launch Impact Analysis
+2.2x revenue · Isolating app uplift from seasonality
AnalyticsRegression ModelingMarketing
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The Insight
When Axis Life Insurance launched their new app, revenue grew 2.2x — but was it the app or seasonal factors like year-end tax planning? Without isolating the app's true impact, the organization couldn't make informed investment decisions about mobile-first strategy.
My Approach
- ▸Built regression models to separate app impact from seasonal revenue patterns
- ▸Controlled for external factors like tax season, festive period, and marketing spend
- ▸Created attribution framework to isolate genuine app-driven uplift
What Was Built
- ▸Statistical model isolating app launch impact from seasonal revenue drivers
- ▸Dashboard visualizing true app uplift vs seasonal baselines
- ▸Recommendation framework for mobile investment prioritization
The Outcome
- ✓+2.2x revenue post-launch with clear attribution model
- ✓Evidence-based framework for future mobile investment decisions
Reflection
Content coming soon — detailed case study in progress.