Optimize Lead Source Conversions

I’m ready to hand over our cleaned, historically rich CRM exports and email-marketing logs so you can dig deep into how each lead source truly performs. Your mission is to reveal which cohorts convert best, what drives them down the funnel, and which levers will lift conversion, engagement, and lifetime value.

Here’s the picture:

• Data on hand – full history from the CRM plus matching email-campaign activity.
• Key metrics – conversion rate, engagement rate, and customer lifetime value.
• Goal – surface high-converting segments, pinpoint the factors that matter, and translate findings into clear, actionable recommendations for my growth team.

I expect you to:

1. Write efficient SQL to aggregate events, build time-based cohorts, and create a tidy modelling table.
2. Run cohort-level analyses, then train a Random Forest (or a comparably strong interpretable model) to rank the variables linked to first-time purchase conversion.
3. Package the results in a concise slide deck or notebook: charts, feature importances, and a prioritised list of improvement ideas.

Acceptance criteria
✓ Reproducible SQL and Python/R notebooks (well-commented)
✓ Visuals that compare cohorts side-by-side over time
✓ Model performance summary (accuracy, ROC-AUC, or similar)
✓ Three concrete, data-backed recommendations we can act on next quarter

If you’ve tackled similar funnel analytics before and can turn data into decisions fast, I’d love to see your approach.