RMIT University

Flowstate wholeheartedly accepted RMIT's invitation to become a genuine industry collaborator, and a pivotal facet of this collaboration was the use of Klaviyo, the company that powers smarter digital relationships. The central challenge was to ingeniously meld the academic domain with real-world data and practical applications of marketing analytics, all while focusing on Klaviyo as the selected assessment platform. Flowstate aimed to provide students with a unique opportunity to not only grapple with real customer data but also immerse themselves in the complexities of data-driven marketing strategies using Klaviyo, an email marketing platform widely used in the industry.

The choice of Klaviyo as the assessment platform was strategic and deliberate. Klaviyo is renowned for its robust data analytics capabilities, personalized email marketing features, and seamless integration with eCommerce systems. It empowers businesses to harness customer data to create highly targeted and effective email marketing campaigns. By introducing students to Klaviyo, Flowstate aimed to equip them with a practical skill set that would be immediately transferrable to the professional world of email marketing, making them job-ready and competitive in the field.

The challenge encompassed not just providing access to customer data but also guiding students on how to leverage Klaviyo's features to analyze, segment, and create tailored email campaigns that drive customer engagement and conversions. It was an opportunity for students to understand the platform's features, integrations, and the intricacies of its data-driven approach to email marketing. Flowstate's role was to ensure students could not only interpret data but also utilize Klaviyo to turn insights into effective email campaigns. This was a unique learning opportunity that would significantly enhance students' academic achievements and their ability to meet the real-world demands of the marketing landscape, where Klaviyo is a preferred tool for email marketing.

Flowstate provided students with access to diverse data sources, including internal data from Klaviyo, such as customer transaction records and customer profiles. Additionally, students were tasked with integrating external data sources, such as market research reports and social media data, to enrich their analysis. This allowed students to work with actual data sets, experiencing the complexities of data integration and real-world challenges.

After collecting and integrating data, students embarked on a comprehensive analysis to identify patterns and customer segments. They applied clustering and classification techniques to segment customers based on demographics, behavior, and preferences. The key challenge was to translate data-driven insights into actionable marketing strategies, and students were expected to create personalized email campaigns tailored to different customer segments, aligning their approach with real-world marketing demands.

The partnership between Flowstate and RMIT resulted in a highly beneficial learning experience for students. They had the opportunity to bridge the gap between theoretical knowledge and practical application in the field of marketing analytics. Exposure to real-world data, industry use cases, and practical examples allowed students to develop their analytical skills and enhance their readiness for professional success.

The outcome for Flowstate was the potential for fresh, innovative, data-driven email marketing strategies developed by the students. The collaboration not only enriched the students' academic journey but also provided Flowstate with the opportunity to glean insights that could be used to improve the email marketing strategies they offer to their eCommerce clients.