Actionable Analytics making Engagement a Success: Hear a Brand Story Mehar Sridhar DGM – eCommerce GoAir Avadhoot Revankar Chief Marketing Technologist & CSM Netcore Solutions @sridharontweet @Avadhoot1

Chief Marketing Technologist & CSM, Speakers Mehar Sridhar Avadhoot Revankar DGM – eCommerce, GoAir Chief Marketing Technologist & CSM, Netcore Solutions Growth hacker and an experienced professional in developing the eCommerce arm for companies focused on increasing their web & mobile penetration.  Extensive Knowledge in the MARTECH space. Heading a team of Marketing Technologists, has been the architect designing Innovative Customer journeys for a lot of E-commerce, Travel & Banking Financial brands to improve Customer Experience and ROI.  @sridharontweet @Avadhoot1

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Agenda Unified view of customer - a building block for Analytics Transforming customer lifecycle using data Brand Success Story - GoAir Boosts ROI by 8x Road ahead for Martech 2018

1 Unified View Of Customer - A Building Block For Analytics

Customer Data Platform Challenge – Data Scattered Across Organisation Campaign Performance Data from Marketing team Customer Data Platform Demographics Data from CRM team Transaction data from Business team Website analytics data from Website team Marketer

Unified view of customer- A building block for Analytics & Engagement Trigger a Push Notification Email Sent WEBSITE DATA Email Not Opened Email Opened But not Click MOBILE App DATA OFFLINE/ CRM DATA Analytics Browser Notification Not Clicked ANALYTICS Push Notification Not Clicked Trigger a Browser Notification Target via FB Channel DATA Transaction DATA Trigger an SMS 5

Smart Segments on Unified View of Customer User who has searched for Delhi flight on M-site in the last 2 months and has not downloaded the app

twice in a month with 1 way flight Smart Segments on Unified View of Customer User has travelled to Mumbai more than twice in a month with 1 way flight

Smart Segments on Unified View of Customer User whose travel date during search is within the next 10 days but has not booked a seat nor a meal

2 Transforming Customer Lifecycle Using Data

First Transaction Incentives Chalking Out The Customer Life Cycle Welcome Series Nurture Series Welcome campaign Experience feedback Cross-sell/Up-sell Loyalty Offers Welcome back Incentives Miss-you campaign Content Marketing First Transaction Incentives Lost Customer Referral program Re-Engagement Brand Interaction All Customer Series Engagement messages Repeat Customer Active Customer Re-target Time

Actionable Analytics Derived from Data Analytics on Transactional Data

Actionable Analytics Derived from Data App Uninstall Tracking

SAMPLE DATA Actionable Analytics Derived from Data Activity wise comparison SAMPLE DATA

SAMPLE DATA Actionable Analytics Derived from Data Rich Funnel Analytics showcasing GoAir passenger journey SAMPLE DATA

3 Brand Success Story - GoAir Boosts ROI by 8x

GoAir Customer Journey on Website 1 2 3 4 5 6 Final Thank you Page

Smart Trigger 1: Re-engaging Drop Out Based User searches for Mumbai-Bengaluru flights and drops off Personalised reminder mail sent after 20 min Ticket is still not booked? Send a Browser Push Notification with personalized content

GoAir - Dynamic Personalised Content Browser Push Emails Personalized content and link

Increased the ROI to 8X by Web Dropout Triggers Jan 1st -March 2nd

5000+ clicks garnered for Anonymous user drop out Smart Trigger 2: Anonymous User Dropouts Before After Jan 12 - Jan 24 Jan 25 - Feb 6 5000+ clicks garnered for Anonymous user drop out

Smart Trigger 3: Payment Gateway Dropouts Before After Jan 1 - Jan 18 Jan 19 - Jan 31

Cross Channel Identification Tracking & Identification Across Devices Cross Device Tracking Cross Channel Identification

Onsite Targeting – Web Messaging Views - 4 lakh+ Click Through Rate - 1% Clicks - 9000+ Checkout - 10%

Nearly 60% users allowed browser push notifications from mobile Browser Push Notification – Analysis for GoAir + + + 3 lakh 1 lakh 100 Assets Collected Messages Published Traffic on website Nearly 60% users allowed browser push notifications from mobile

4 Road ahead for Martech 2018

AI-Enabled Marketing Road Ahead for Martech 2018 Copyright 2017. Netcore Solutions.

Build 1-to-1 Conversations Brand Plan Ahead: Subject line Optimisation Send Time Optimisation Churn Optimisation Product/Content Recommendation AI Based Marketing Converse Listen Customer

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