Based on your experience completing a similar exercise in the AbiCab case, match the following technology initiatives with the appropriate business goal. Each business goal will only have one matching initiative:

Conduct focus groups with new users to understand how they became aware of the app and what influenced them to try the app.

$[$ Choose $]$Improve the retention rate of existing users by $50\%.$Increase the number of new users by $25\%.$Develop a social media marketing plan.$$Develop a marketing plan to introduce the mobile app to a new market in New Dehli.$$Increase app revenue by $40\%.$

Invest in a Customer Relationship Management $($CRM$)$ system to better track user interactions across channels including the mobile app, Google Play store, website, social media, and customer support center.

$[$ Choose $]$Improve the retention rate of existing users by $50\%.$Increase the number of new users by $25\%.$Develop a social media marketing plan.$$Develop a marketing plan to introduce the mobile app to a new market in New Dehli.$$Increase app revenue by $40\%.$

Run pricing experiments on the Google Play store to see how much customers are willing to pay for AbiCab Premium service.

$[$ Choose $]$Improve the retention rate of existing users by $50\%.$Increase the number of new users by $25\%.$Develop a social media marketing plan.$$Develop a marketing plan to introduce the mobile app to a new market in New Dehli.$$Increase app revenue by $40\%.$

Review the social media analytics based on the posts from the past $12$ months to see which posts performed best and why.

$[$ Choose $]$Improve the retention rate of existing users by $50\%.$Increase the number of new users by $25\%.$Develop a social media marketing plan.$$Develop a marketing plan to introduce the mobile app to a new market in New Dehli.$$Increase app revenue by $40\%.$

Complete a keyword analysis using Google Adwords to better understand how the customer needs in the New Dehli market could differ from customers in Mumbai.