4 R's of AI Marketing to Boost Your Web & App Conversions by 5X Right Person, Right Message, Right Time, Right Channel Pradyut Hande Sr Growth Marketer & Product Evangelist, Smartech Kedar Parikh Product Architect, Smartech @HandesUp @kedarparikh

Speakers Kedar Parikh Product Architect, Smartech Pradyut Hande Sr Growth Marketer & Product Evangelist, Smartech Kedar Parikh Product Architect, Smartech @HandesUp @kedarparikh Pradyut is a Mobile Growth Expert, Digital Marketing Strategist, and Author having worked in leading startups and MNCs across the SaaS, Consulting, and Banking industries. He currently serves as a Senior Growth Marketer & Product Evangelist at Netcore Smartech, enabling brands to deliver data-driven differentiated customer experiences powered by AI. With a wealth of experience in the Financial Services and Mobile domains, Kedar is currently a Product Architect at Smartech, striving to build the world's best customer analytics and engagement platform. Intrigued by what data brings to the table, he enjoys turning the same into valuable insights. During his free time, Kedar loves traveling and often takes long road trips on his beloved Bullet.

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Challenges Modern Marketer Today’s marketers must be able to demonstrate clear ROI on the investments they make Optimal mix of data, technology and analytics to ensure investments are producing the highest ROI Every customer interaction is an opportunity to strengthen customer loyalty, reduce churn, and boost revenues

Right Person Recency - Frequency Matrix

Churn Prediction Model Methodology Right Person Churn Prediction Model Methodology Data UsedApp activity logs between Feb 12 , 2018 - Jun 24, 2018. 42 different activity/event type logs captured by Netcore for a leading Wallet App 251k distinct users used the app during this duration

Right Message

Right Message FOMO: “Uh-oh, your prescription is expiring” Sentiment Analysis Sentiment Analysis FOMO: “Uh-oh, your prescription is expiring” “You’re missing out on points.” “[URGENT] You’ve got ONE DAY to watch this…” “[WEEKEND ONLY] Get this NOW before it’s gone…” “Did you miss out on some of these new features?”

Right message - Subject Line Optimisation (SLO) Identify high conversion subject lines across channels Subject lines are scored based on keywords influencing user action Leverage micro-moments through sentiment analysis Create an instant impression on your users, nudge them to relaunch the app

Right Message - Subject Line Optimisation (SLO) Hey Alex, get a 10% discount this Diwali! Eva! It’s been a while. Check out our 24-hour Diwali sale right away! Hi Dev! Buy now to get 10% off on all items during our Diwali sale! Hey Jasmine, check out our exclusive Diwali offers, crafted just for you! An E-Commerce brand received a 20% increase in push notification open rates using SLO!

Right Time - Send Time Optimisation (STO) Target users at their most “engaged” time Based on the historical behavior and response rates of users over a period of time Optimise campaign delivery to increase conversions

Classification & Regression Modelling How STO works in Smartech? Campaign Classification & Regression Modelling

A leading foreign E-Commerce player Increased their EMAIL Open Rates by 2X (100%) through Smartech STO

STO Model Validation STO at work

Right Channel Model Methodology ODDD : Open Email Deliver SMS Deliver BPN Deliver APN OCCC Open Email Click SMS Click BPN Click APN CCCC Click Email Click SMS Click BPN Click APN Interacted with n channels

Right Channel Clustering Used: Spherical K-means 4 User Attributes: Engagement ratio of all channels Optimal Number Of Clusters: 8 No Of Clusters decided by 3 metrics: Connectivity Dunn Silhouette Clustering Results

Model Validation 1 5X Out of sample validation: Overall 5X Model Out of sample validation: Users when engaged through their preferred channel showed 5X higher engagement rates than through any other channel

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