1. 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

2. 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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4. 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

5. Right Person
Recency - Frequency Matrix

6. Churn Prediction Model Methodology
Right Person
Churn Prediction Model Methodology
Data UsedApp activity logs between Feb 12 , 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

7. Right Message

8. 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?”

9. 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

10. 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!

11. 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

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

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

15. STO Model Validation
STO at work

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

17. 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

18. 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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