2. SUMMARYOF THE CASE STUDY
The technology-savvy youth today prefers using trusted
internet sites to find themselves suitable matches. The popularity sites
like Matrimony.com, Shaadi.com, Tambulya.com, and
AssistedMatrimony.com has increased in recent past. This will grow to an
Rs.1500-crore industry by 2017. Once logged in the online users needs to
fill out their profile and get registered as a member. The rate of getting a
positive response on the site is considered to be directly related to the
quality of information the users supplies in the profile. The site collect
information about new members through various channels it was
difficult to maintain a comprehensive.
It mainly deals with problems regarding the information
contained of the users. If the information was not completed then the
responses for those profile were less. The Chennai based company,
Matrimony.com took up the task of advising its member on the most
effective way to fill out their profile so as to attract maximum responses.
The overall case study deals with how the company uses their customer
in formation and create more positive responses leading to their profit
making.
3. SOLUTIONS
1. The challenges faced by Matrimony.com are as follows :-
• Once logged in the online users need to fill out their profile and
get registered as a member. The rate of getting a positive
response on the site is considered to be directly related to the
quality of information the users supplies in the profile.
Matrimony.com noticed that a majority of the male members
were not filling the non-mandatory information in their profile.
E.g., ‘about me’ section which is not a mandatory field when
unanswered by most because filling it up was time consuming.
Due to this the response all those members got were less.
• Members also complained that the profile information form had
a large number of fields which they felt could be reduced. The
site collected information about new members through various
channels. It was difficult to maintain a comprehensive database
for all this information.
• Matrimony.com wanted to find out if there was a correlation
between the information in the mandatory and non-mandatory
fields in getting positive responses. The company figured if they
could use big data analytics to generate intelligence to advise
customers what fields have strong correlation with alliance, and
what create interest generation and how they should fill them.
4. 3. The features of IBM ExperienceOne and the marketing
management suite are as follows :
• When the company needed an enterprise-wise marketing suite
that would have the right analytics tools to maximize customer
satisfaction. Matromony.com decided to go with IBM’s solution for
the implementation of the advanced analytics on their web sites.
These includes the IBM ExperienceOne and SPSS predictive tools
for data analysis.
• IBM ExperienceOne combines the applications of IBM Enterprise
Marketing Management, WebSphere Commerce, and IBM
Customer Experience to understand the needs of its users for active
customer management.
• However, all the current data of the site was located in an open
source database called MySQL, which was not compatible with the
IBM suite of applications, migrating them was more costly and lead
to change in their marketing plan and to time, they involved a new
company called Xerago, Matrimony.com was able to customize and
reconfigure the database drivers to build a perfect handshake
between the MySQL database and the IBM suite.
• The SPSS predictive analytical tools of IBM were deployed to
generate descriptive statistics based reports and create predictive
marketing models.
• The enterprise marketing management suite included IBM
Campaign, which was used to build cross-channel campaigns for
Matrimony.com.
• IBM eMessage was put in place to send and track email to all
inbound and outbound channels, while IBM interact offered
personalized marketing to customers.
