Hello! I'm Marco Piras 👋

Product and Growth at usefyi.com 🔮

🎓 Bocconi+CBS 💙 X-Dropboxer
Learning Javascript 💻

I love getting involved in side projects and figuring out how to combine business and personal interests. ⚡️

What managers and peers say about me:



Welcome to my site!
In the next pages I'll show you samples of projects I worked on.

To start off, I guess you’d like to hear a little bit about me…

Yes, Marco, can you give me a quick introduction of yourself?

☕️


Or, jump to:



Marco’s journey 🌎

I’m from a wonderful place called Sardinia – a little gem in the Mediterranean Sea. I left home when I was 19, to start my University studies in Rome where I studied a mix of Economics and Management – and loved it! I moved to Milan at the end of the Programme to study for my Masters.

My Masters was a Double Degree Programme with Bocconi University and Copenhagen Business School. I studied Business and Economics principles applied to high-tech industries, touching as well on project management, advanced statistics and new venture development. I was lucky enough to be able to join Dropbox before graduating (when we were just 25 people in Dublin!) and to complete my studies while I started on the job.


During my two years at Dropbox I worked on a variety of projects. My main responsibilities and accomplishments have been:

Working on renewals and upsells, sustaining and growing great customer relationships. I brought in over $160K of revenue for the company while also helping developing my team by organising sales trainings. Together, my team completed more than 3,500+ calls and emails which eventually resulted in $1,400,000+ revenue for Dropbox in EMEA.Designing, developing and implementing a lead generation campaign that focused on leveraging the relationship between Customer Support and Sales. From 1/01 to 31/06 the campaign generated 21 leads, 7 opportunities and 3 won deals.Helping with providing technical support to Dropbox users worldwide and surfacing product bugs to engineers.Growing the Carousel Community and looking after the product feedback loop by sending reports to our engineering, product and design team on regular basis. During a period of 3 months, the Community reported a +37% WoW growth of questions posted.Launching a A/B test to evaluate the effectiveness of different forms of communication with our users.Launching a meeting exchange programme in the Dublin office as a member of the Dropbox Global Comms team. This gave the opportunity to Dropboxers to join different team meetings to get an insight into other parts of the business and learn from each other.Co-founding Dropbox for Good Dublin formed of a committee of Dropboxers who focused on positively impacting the Dublin community through fundraising and volunteering. I helped to organise a number of initiatives; among them: a Christmas tree sale, a fundraising initiative to raise money for Nepal, a Coder Dojo hackaton in the office and a business ideas competition for primary school kids.
Obviously, in two years many things changed and my team (Online Revenue Operations) transitioned from a post-Sales team (Support, Renewals, Upsells) to a Customer Experience team, which was mainly focused on Customer Support. With the new strategy, all the revenue-related activities fell within the responsibilities of the Sales team.

At the same time, I developed an interest for conversion marketing and started working with Brian, from our conversion marketing team at Dropbox.

I realised that the challenge of understanding a website’s traffic to increase conversion rates and, by extension, boost an online business, is something that really excites me!

My decision to leave Dropbox came from this realisation and the lack of opportunities in the Dropbox conversion marketing team in EMEA.

Right after I left Dropbox, I was lucky to meet Louis Grenier, founder of Slices Consulting, who decided to hire me as his first employee. Since our company was fully remote, I decided to move to Barcelona and work autonomously from a coworking space. I was travelling to Dublin only when we needed to work together face to face.

It was a new way of working for me and made me learn how to manage my time, energy and bring projects from A to Z in full autonomy.


At Slices, I was in charge of leading the research work, where my key goal was to understand the online audience of our clients and extract insights to improve conversions, increase revenue and lower acquisition costs.

I spent one year at Slices and my main responsibilities and accomplishments have been:

Increased SQLs by 160% for a SaaS company.Increased sales by 110% for an E-commerce site. Spoke at 3XE Ireland about how online companies can build trust to increase sales.Run quantitative and qualitative research on client’s customers to understand why they do or don’t convert:- Consumer Behaviour Research (Usability Testing, Surveys/Polls, Heatmaps, Interviews, Card Sorting, Conjoint Analysis and other methods)
- Web Analytics (Google Analytics)
- Competitive Intelligence Analysis
- Heuristic Evaluations (UX, Persuasion, Digital Behaviour)
Worked with my team to:- Plan and prioritise effective solutions addressing the issues identified from research.
- Deliver the solutions as A/B tests.
- Analyse and evaluate A/B tests, report on results and recommend next steps to clients.
Worked across multiple client projects simultaneously and manage workload within allocated timeframe.

Although we worked well together, the company closed because of financial struggles and I am currently pursuing a number of projects and looking for new opportunities.

I’m 100% sure that I want to continue to work in data-driven marketing, using analytical thinking and experiments to answer the question “How do I get long-term customers for my product?”. I want to bring my enthusiasm to a team that shares this passion with me and has audacious goals.


Ha, this all sounds good! So, what would you say your current skills and experience are, Marco?



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📊 | My experience with business analytics


I studied business analytics with Springboard, a top online school (3rd in the Switch Up ranking for Data Science bootcamps) that teaches data analysis via business cases and 1:1 mentorship sessions with analysts at the world’s best companies. I was paired with Anshuk, former McKinsey consultant who currently works on the LinkedIn Talent Solutions team where he launches new products and markets.


Here are a few projects I've worked on:

Revenue forecast model built in Excel for a fast food restaurant chain


Root cause analysis using Excel to investigate a spike in return rates for an e-commerce store


Customer segmentation using Tableau to identify the most profitable segments for a chemical products company


Traffic and conversion rate analysis using Excel to improve the sales funnel of an e-commerce site


CLV estimate using cohort analysis for a telecommunication company




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⚗️ | My experience with CRO

(Conversion Rate Optimisation)


As Principal Conversion Marketing Researcher at Slices Consulting, I was in charge of leading the research work. My key goal was to understand the online audience of our clients and extract insights to improve conversions, increase revenue and lower acquisition costs.



My key responsibilities and accomplishments have been:

Increased SQLs by 160% for a SaaS company.Increased sales by 110% for an E-commerce site. Spoke at 3XE Ireland about how online companies can build trust to increase sales.Run quantitative and qualitative research on client’s customers to understand why they do or don’t convert:- Consumer Behaviour Research (Usability Testing, Surveys/Polls, Heatmaps, Interviews, Card Sorting, Conjoint Analysis and other methods)
- Web Analytics (Google Analytics)
- Competitive Intelligence Analysis
- Heuristic Evaluations (UX, Persuasion, Digital Behaviour)
Worked with my team to:- Plan and prioritise effective solutions addressing the issues identified from research.
- Deliver the solutions as A/B tests to clients.
- Analyse and evaluate A/B tests, report on results and recommend next steps to clients.
Worked across multiple client projects simultaneously and manage workload within allocated timeframe.


Here are a few projects I've worked on

where we run A/B tests and had results:

💇🏼 | Salon CRM SaaS

Situation: Low conversion rate from visitors to Demo Requests and Quote Requests.

Insights: - Many salon owners were not very tech-savvy and learning a new technology was intimidating to them.
- They wanted assurance that the software was not only easy to use, but actually useful for their day-to-day operations and weren't receiving enough information to feel convinced of this.

Results: - Increased SQLs by 160%
- Improved funnel and site architecture with new pages: a product tour, a full feature checklist, and an interactive demo for those wanting to see what the actual interface and usability of the tool is like.
- Introduced a community forum, where customers can interact with one another. As the user moves from page to page, they are encouraged to perform the next step in the funnel: from learning and discovery to validation, to eventually requesting a demo.
- Updated design to make it more appealing to highly visual salon owner persona types.


💍 | Jewellery Ecommerce

Situation: Low conversion for an eCommerce site despite qualified traffic.

Insights: - Visitors had a tough time trusting the brand as the products seemed “too good to be true”,
- Prospects didn’t know the brand and wanted to be reassured,
- Customers liked the fact that they supported a charity (for the few that saw it),
- 25% of visitors were coming to the site to buy a gift for somebody else.

Results: - Increased sales by 110%
- Added product pictures in situation to enable visitors to visualise how the products actually look like.
- Created a gift section with information around packaging, secret delivery, return policy, testimonials, etc…
- Reinforced trust by adding TrustPilot testimonials or celebrity endorsements.


where we provided strategic advice and wireframes but didn’t run A/B tests:

🚚 | Skip Hire Website

Situation: Low conversion rate from visitors to bookings.

Insights: - Most people never heard of the brand before and wanted to have more guarantees about the reliability of the company that owns the website. From the website it's possible to find and book waste removal services. Once the booking is made, the request is sent to the skip company the customer has chosen and they provide the service.
- It was unclear why users should trust the skip companies listed on the website.
- It was unclear who customers should contact if something went wrong: the website where they made the booking or the skip company that provides the service?

Results: - New conversion funnel:


👁 | Laser Eye Surgery Clinic

Situation: Low conversion rate from visitors to consultations booked on Adwords campaigns.

Insights: - People are afraid of getting laser eye surgery because they know there is a risk of ruining their vision,
- Getting laser eye surgery could be expensive and the price can be an issue for some potential patients.
- People want to make sure that they’re getting their surgery at a top level clinic. They want to make sure they’re being treated by top-quality surgeons and the clinic has a good reputation.

Results: - Introduced a simple form page that appears before the landing page and funnels users to the appropriate page, depending on their self-described symptoms.
- Suggested introducing payment plans.
- Added more testimonials, media mentions, expert reviews and company achievements to increase trust.


where we only provided strategic advice:

📨 | Email Outreach SaaS

Situation: Low conversion rate from visitors to trials.

Insights: - Visitors who match the MPC (most profitable customer) profile don’t connect with the brand which has an impact on trust and sales.
- Positioning and funnel aren’t tailored to MPCs which has a big impact on conversions and sales.
- People are not tracked as individuals throughout the funnel (from the first visit to using the tool) which prevents from delivering a personalised experience for MPCs.

Results:- Recommended to update branding and create a cohesive brand for all digital assets (logo, website, emails, images, etc...) that MPCs feel connected with.
- Recommended to narrow down focus (positioning and funnel) to cater for MPCs’ needs and create a more effective nurturing process.
- Recommended to set up a system to measure who are users (visitors, leads, customers) and what they are doing throughout the funnel so their experience can be personalised.




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What Marco’s skills and experience are?

I would define my skills and experience as follows:


Synthesising information

I work well when I need to relate various sources of information with one another to extract interesting and actionable insights.

Relevant experience:

Growth Reports based on CRO improvements (Slices Consulting): Analysis of websites and landing pages with the goal of finding opportunities to improve conversion rates.
Italian as a Tier 2 language (Dropbox): Quantitative analysis of the Italian market to determine if it was worth translating additional Marketing, Sales and Support content to Italian.
Pro Conversion Research UK vs US (Dropbox): Analysis of available quantitative and qualitative data to understand the reasons behind a conversion gap between UK and US + Preliminary research plan to collect further data.
The HUG project (Bocconi): I gained experience at Bocconi University with designing and distributing surveys, running focus groups and analysing results. Example project: “HUG” project, an innovative mobile App for the Nonprofit sector. This project ranked 2nd at a competition organised by Vodafone (YoUniversity Contest). Detailed information about how, together with my team, we designed surveys, run a focus group and analysed results can be found in the linked report. Here is our final presentation.


Empathy

I have an empathic approach to others. I enjoy listening and understanding.

Relevant experience:

Carousel Community Feedback Loop (Dropbox): Carousel is a photo sharing app by Dropbox. I was responsible for growing the Carousel Community and sending reports to EPD on regular basis highlighting examples of user delight, undelight and feature requests, and stats on carousel community’s growth. The development of 2 Carousel features (folder selection and shared albums) was prioritised thanks to these reports.
User Research studies (Slices Consulting): During my time at Slices I lead all the research-based work to gather insights from customers, prospects and non-users and improve conversions.


Creativity

I enjoy taking on and sharing new ideas.

Relevant experience:

Relevant experience:

PrOReO Project (Dropbox): I worked on a team of 3 people to design, develop and implement a lead generation campaign that focused on leveraging the relationship between Customer Support and Sales.
Digital Rocket Academy (Personal Project): I have recently launched a quiz- based website to help people prepare for marketing certification examsAmbassador Programme (Dropbox): As a part of the Global Comms team I launched a meeting exchange Programme in the Dublin office whereby Dropboxers have the opportunity to join different team meetings to get an insight and learn from each other.
Will App (LSE Students’ Union Entrepreneurs): Together with 2 friends we came up with an idea of an app to share taxi rides, we wrote a Business plan and reached the the final of the “European Student Startups” competition.


Complex thinking

I’m comfortable working with complicated information.

Relevant experience:

Factor Analysis (Bocconi University): I have experience analysing complex datasets and applying statistical methods such as principal component, factor and cluster analysis.
Forecasting, Root Cause Analysis, Segmentation (Springboard): I worked on five business cases where I had to:- Build a sales forecasting model in Excel
- Deliver a root cause analysis pulling data from a large dataset.
- Use Tableau to find the most profitable customer segments for a business.
- Analyse data from an ecommerce website sales funnel and give recommendation to improve profits.
- Calculate the LTV of different cohorts and identify best acquisition channels


Given these skills and experiences, how do you think you can provide value to an organisation, Marco?



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How could Marco add value?


I feel most comfortable working on Product, Marketing or Business Analytics.

My ability to synthesise information and work with complex data helps me work well on analytical roles. My tendency to have an empathic approach to others together with my quantitative academical background makes me comfortable both with qualitative and quantitative data analysis. My passion for entrepreneurship is what drives my interest in marketing and business.


I’ve experience with:

Analysing complex datasets using Excel, Tableau, SAS, SPSS Using SQL to query and manipulate dataApplying Conjoint or Cluster Analysis for customer segmentationUsing VWO to run A/B tests and improve conversion rates of SaaS or E-Commerce websitesUsing Google Analytics to analyse a website traffic Using SEMRush to find paid search opportunitiesRunning Facebook campaignsRunning Email campaigns using MailChimpCreating and delivering effective data-driven presentations Designing and distributing surveysConducting customer research interviews and focus groupsOrganising events
I completed an 80-hour online data analytics bootcamp where I had to apply Excel, SQL and Tableau to analyse data and provide insights.I'm Adwords and Hubspot Inbound certified.


I’m also adaptable and versatile – I enjoy working on a variety of projects/tasks. So, while I believe I can add the highest value by working on Marketing and Business Analytics, I’m willing to get involved with other activities as well and help when needed.


What do I want to learn next?

I believe that one of the factors that make you happy with your work is to be constantly challenged and never stop learning. I want to continue to develop a solid expertise in marketing and business analytics.

🔧 | Tools I want to learn how to use or to use better:
SQL, Google Analytics, SEMRush and Hubspot: Improve my knowledge. Adwords: I have an Adwords certification and would like to run campaigns and learn how to optimise them.Heap Analytics: I know it's powerful and would like to learn how to use it.
📚 | Books I want to read:

On analytical thinking: - The Elements of Statistical Learning by Hastie, Tibshirani, and Friedman
- The Signal and The Noise: why so many predictions fail — but some don’t by Nate Silver
- Data Science for Business by Provost and Fawcett
- The Visual Display of Quantitative Information by Tufte
- Web Analytics 2.0 by Avinash Kaushik
- Lean Analytics by Alistair Croll
- Data Smart: Using Data Science to Transform Information into Insight by John Foreman
- Storytelling with Data by Cole Knaflic

On experiments:- A/B Testing by Siroker and Koomen

On marketing:- The 22 Immutable Laws of Marketing by Al Ries




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Now Now Now

Here is what I’m doing now:

Helping a talented team create a new document organization service and growing its user baseLearning how to code and sharing what I learn along the way 💻 : HTML, CSS, JavaScript, jQueryOrganizing Indie Hackers events in Barcelona and working on a side project

The whole idea was inspired by Derek Sivers. Go check out what he’s up to at sivers.org/now
See other pages like this on nownownow.com



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📝

Below, I’ve organized some of the essays I’ve written. Hope you enjoy them.
Any comments or questions, tweet me @enthusiausted.

🚧 | Work in progress | 🚧

Experiments:

All I know about growth marketingHow to design A/B tests, evaluate them and recommend next steps to your team/client

Analytical thinking:

Solving business problems using analytical thinkingHow to build a robust revenue forecast model in Excel

Misc:

A research on the SaaS marketMarketing in 2035


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