AncestryDNA Case Study

This is a semester long study into the AncestryDNA product and how we as students would approach different scenarios from influencer marketing to personas. These are comprehensively compiled into the following study.

Article 1 — Personas

AncestryDNA Personas

Article 2 — Persona Marketing Funnel

Persona Marketing Funnel

Article 3 — AncestryDNA Email Series

AncestryDNA Email Series

Article 4 — Hero-Help-Hub Strategy

Hero-Help-Hub Strategy

Article 5 — Social Media: Influencers

Social Media: Influencers

Article 6 — Real Story: Arnold Jensen

Real Story: Arnold Jensen

Article 7 — Execution Mobile Strategy

Execution: Mobile Strategy

Article 8–Final Presentation

Final Presentation

Conclusion

Overall we predict that the actions taken in this proposal will launch AncestryDNA to even higher sales numbers. Specifically we predict that we’ll see at least:

• 20% increase in site traffic and an 8% drop in bounce rate
• 10% increase to sales YoY
• 12% incrase in YoY follower/YouTube Subscriber count
• 8% incrase in YoY Ancestry Subscriptions

And with this, we’ll stay ahead of 23andme and sell more subscriptions in the process.