Mojtaba Peyrovi

Head of Data & Analytics · Berlin

Hands-on data and analytics leader with 10+ years of international experience building BI foundations, modern analytics stacks, and decision systems across product, marketing, finance, and commercial teams. Strong in SQL, Python, BigQuery, dbt, and cloud analytics — with a track record of translating business needs into scalable data products.

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Portfolio Sample · Full-Stack Analytics

The company spent €5.95M on growth. The data showed where the next million should go.

Topline growth looked healthy — but spend grew 71% while paid conversions grew only 32%. A deep dive into channel-level unit economics surfaced a €1.3M reallocation opportunity hiding in plain sight.

Sector: Consumer subscription

Geography: Berlin / DACH + FR + EN

Scale: 7-figure revenue

01 — Executive Summary

The three things that matter

If leadership reads only one thing, it’s this.

Paying for growth the business already had.

The dominant paid channel absorbs 62% of budget at €68.97 CAC and 0.52× ROAS — and CAC worsened from €60 to €90 across the year (+50%). Efficiency is collapsing while spend accelerates.

The two best channels are starved of budget.

Paid Search returns 3.80× ROAS at €9.71 CAC on just 1.3% of spend. Influencer partnerships convert trials at 29% — the highest of any paid channel — yet receive a fraction of the allocation.

One market is leaking; another is humming.

The core market returns 1.17× and trial-converts at 26%. A secondary market spends for 0.87× ROAS and trial-converts at just 17.6% — a structural funnel problem, not a media one.

02 — Key Pattern

Spend grew 71%. Conversions grew 32%.

Efficiency deteriorating — invisible on the topline.

Indexed growth (Jan = 100)

The efficiency gap

The number that matters

39pts

…by which spend growth has outpaced paid-conversion growth (Dec vs Jan, indexed).

Q4 CAC: €43.73 (+23% vs Q1)

Q4 ROAS: 0.99× (masked by mix)

Volume is up.
Quality of growth is down.

03 — The Anomaly

The dominant channel is inflating

CAC rose every quarter while spend accelerated.

What the data shows

+132%

Spend growth (Jan→Dec)

+50%

CAC inflation

0.52×

Full-year ROAS

62%

of paid budget concentrated here

HYPOTHESIS Audience saturation + attribution decay + creative fatigue from single-channel concentration. The business is paying more to reach the same person twice.

04 — Recommendations

The channel P&L

Every paid channel, with a scale / reduce / kill verdict.

05 — The Quality Signal

Trial-to-paid: the metric CAC misses

Which channels send users who actually convert after the trial.

What this reveals

Influencer sends the best users

29% trial-to-paid — 13pts above social ads and 7pts above the weakest market. Trust transfers.

Organic beats paid social

Direct, word-of-mouth, and PR all out-convert paid social channels on trial-to-paid.

One paid channel was the wrong audience

20.6% trial-to-paid + €70 CAC → the channel was paused mid-year. The data confirms it was the right call.

A market funnel is broken

17.6% — the lowest. Points to payment coverage, content depth, or paywall friction, not media spend.

06 — Segmentation

Three markets, three different stories

The same playbook produces very different results — that’s a signal.

Core market

Flagship

€33.41

CAC

1.17×

ROAS

26.0%

Trial→Paid

The engine. Best-in-class CAC, only market where ROAS exceeds 1.0×. Paid Search here returns 7.71× ROAS — an extremely strong, under-exploited signal.

Secondary market

Optimize

€48.04

CAC

0.85×

ROAS

27.5%

Trial→Paid

Highest intent (best trial-to-paid + ARPU) but expensive to reach — 44% higher CAC than the core market. Highest coupon usage too; pricing/promo strategy needs a review.

Emerging market

Fix Funnel

€43.37

CAC

0.87×

ROAS

17.6%

Trial→Paid

Trial-to-paid ~10pts below the others. This is a product/onboarding/payment problem, not a media one. Recommendation: don’t scale spend here until the funnel is fixed.

07 — Budget Hypothesis

The €1.3M reallocation

Same total spend, redistributed at observed channel CAC.

Proposed allocation

Channel	Current	Proposed	Δ Spend	Δ Conv.
Paid Social (dominant)	€3.71M	€2.40M	−€1.31M	−19,000
Influencer	€1.70M	€2.40M	+€701k	+18,750
Paid Search	€75k	€600k	+€525k	+54,070
Podcast partnerships	€3k	€250k	+€247k	+25k–49k
Underperforming social	€447k	€0	−€447k	−6,400
Test budget (new)	—	€298k	+€298k	+7,500

Net uplift (conservative)

+30k
to 55k

paid conversions on the same total spend

Implied rev. lift+€1.2M–2.2M

Blended CAC€38 → ~€28

Rollout90 days

Model assumes constant marginal CAC. Influencer capacity capped at +60% to reflect diminishing returns.

08 — How the Data Was Handled

Client data never left the box

Fully containerized, zero data egress

The entire analysis ran inside an isolated Docker container. The dataset was mounted read-only, every computation happened locally within that sandbox, and no client data ever crossed the container boundary — nothing was uploaded to third-party services, embedded into external tools, or persisted outside the ephemeral environment. When the container is destroyed, the data is gone. This is how sensitive commercial data should be handled: the analysis travels to the data, not the other way around.

Read-only data mount

No external API calls with raw data

Ephemeral environment

Anonymized outputs only

09 — Activation

From insight to a 90-day plan

Every recommendation with an owner and a success metric.

Weeks 1–2

Stop the bleeding

Cap dominant-channel spend at pre-inflation levels
Kill two channels burning budget for near-zero conversions
Confirm the mid-year channel pause is intentional

Owner

Performance Marketing Lead

Success: dominant-channel CAC stabilises

Weeks 3–6

Reallocate to winners

Increase Influencer budget +40% in the two strong markets
Scale Paid Search from 1.3% → 10% of paid budget
Pilot podcast partnerships, scale if ROAS holds

Owner

Channel Owners + Analyst

Success: blended CAC below €35

Weeks 7–12

Fix the weak funnel

Funnel deep-dive on the underperforming market
A/B test checkout, native payment methods, paywall copy
Geo-holdout incrementality test on top two channels

Owner

Analyst + Product Marketing

Success: trial-to-paid lifts above 22%