Case Studies - US Tech

Jake Adler

Data Analyst

Graphic Designer

Marketing Strategist

Canva

Google Sheets

Looker

SaaS

Over the last year, I've completed detailed marketing case studies for various SaaS companies in the US using advanced analytics, funnel optimization, and conversion tracking. Below you will find four of these studies with context and results.

Case Study 1 - Daybreak Health

Context

Daybreak Health is a digital mental health provider focused on increasing access to high-quality therapy services for youth. Historically, school districts played a primary role in funding Daybreak's services, but with grants being phased out, the company has shifted to an insurance-driven revenue model. This transition allows Daybreak to expand beyond school referrals and build partnerships with healthcare providers, insurance companies, and community-based organizations.

As the User Growth Lead, my task was to analyze referral data and identify opportunities to enhance patient acquisition and retention. This included:

Assessing conversion rates across referral sources.

Identifying top-performing geographic regions and referral types.

Recommending strategies to optimize the referral funnel and improve engagement with non-school-based referral sources.

Additionally, I developed a digital marketing strategy leveraging email marketing, social media, and in-person outreach to improve referral rates, with a limited paid advertising budget of $3,000 per month.

Data

Daybreak Health Dataset Example

The dataset provided contained 6,177 referral records from the 2024-2025 school year, with details on referral sources, school districts, documentation completion rates, and appointment scheduling milestones.

Key insights from the data analysis:

My Funnel Analysis using COUNTIF Formulas and Equations

Referral Performance:

The Insurance Cost Sharing (ICS) model accounted for the highest volume of referrals (3,552), indicating that districts still contributing some funds play a crucial role in patient acquisition.

Kaiser referrals (771) showed strong engagement, benefiting from an existing partnership.

Freemium referrals (154) were low in volume but represent a key area for future growth as Daybreak moves towards an insurance-focused model.

Conversion Trends:

The highest completion-to-first-session rates came from ICS and Kaiser referrals, suggesting that existing partnerships with structured referral pathways drive better outcomes.

Freemium school referrals had slower conversions, highlighting potential friction in parent engagement and insurance verification.

Regional disparities showed that IL, CA, and NC had more favorable insurance coverage rates, making them prime markets for expansion.

Opportunities for Growth:

Expanding community-based referral networks (e.g., pediatricians, after-school programs, youth organizations) could increase referral diversity.

Improving parent outreach through targeted email marketing and digital content could enhance engagement in Freemium districts.

Enhancing the digital onboarding experience (simplified documentation process, proactive scheduling) could reduce drop-offs in the funnel.

These insights formed the basis for my strategic recommendations to optimize referral engagement, conversion rates, and long-term patient acquisition.

Deliverables: Memo 1 & 2

I was tasked with delivering two memos varying in length from 4-5 pages each. The first with my funnel analysis and findings, and the second with my digital strategy for 2025.