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Customer Lifecycle Management For
Mobile Marketers with Ashish Khatri
SPEAKER- Ashish Khatri, Independent Marketing Consultant
(ex-Amazon Prime Video, Vodafone, ICICI Bank)
WEBINAR
Speaker
ASHISH KHATRI
A consumer marketing professional with rich and varied marketing experience across
online as well as offline businesses with organizations like Amazon, Vodafone, Reliance
Jio and ICICI Bank. Ashish’s marketing experience pans across the entire marketing value
chain -customer acquisition, customer insights analytics, digital marketing, brand
communications, media planning and developing/ deploying customer value proposition
to market. Ashish currently works as an independent marketing consultant with startups
and SMEs, helping them scale up by crafting effective marketing plans.
MoEngage Inc
MoEngage is an Intelligent Customer Engagement Platform that allows
consumer brands to engage users with the right content on the right
channel, at the right time.
MoEngage is built for the mobile-first world. With AI-powered
automation, optimization capabilities, and in-built analytics.
MoEngage enables hyper-personalization at scale across multiple
channels like mobile push, email, in-app, web push, On-site messages,
and SMS.
Fortune 500 brands across 35+ countries such as McAfee, Samsung, and
Nestle use MoEngage to orchestrate their omnichannel campaigns.
MoEngage has been featured on Gartner’s Magic Quadrant
for two consecutive years and is the youngest company on the list.
Pioneer in Marketing
Automation
with continued industry-first innovations every year.
Smart Triggers
Push
Amplification
Geo Fencing
Sherpa
Dynamic Product
Messaging
2014 2015 2016 2017 2018 2019
Analytics
Trusted by Fortune 500 brands
Become a CLM
Superstar!
Why Customer Lifecycle Management
• Disruption across more industries.
• Retaining customers continues to remain a challenge (only 29% continue to
be active after 3 months)
• Multiple Apps competing for limited mindshare of customer.
• Customers are getting exposed to best-in-class hyper personalized, relevant,
real time messaging.
• As mobile internet penetrates deeper-
- Voice as the preferred mode of search
- Vernacular as the preferred language
- Markedly different consumption patterns than early adopters
*Source: Localytics 2017
Customer Lifecycle Management Framework
CLM is the process of marketing to customers based on the stage they are in
Building blocks of effective CLM
2. Real time, automated
customer segmentation
3. Real time,
personalized, automated
campaigns
1. Having a single view of
the customer
Right message to the right customer at the
right time, through the right channels
Segmentation
Demographics Age | Gender | Marital status | Income | Education
Location City | Cell site
Handset Handset | Browser | Data connectivity | Data speed
In-App
behaviour
Completed any action within the purchase funnel
Install | Sign up | Search | Viewed Product page
Added to cart (watch list) | Payment failure |Purchase
RFM
segmentation
Recency: Last customer performed action
Frequency: How frequent is this customer action
Monetary value: Aggregate value of customer purchases
provides actionable segments ranging from power users
to dormant customers to at-risk customers
Segmentation essentials
More granular your
targeting, higher are
chances of success
Segmentation engine
has to run real-time
Automate key use
cases with the highest
impact on business
metrices
Segmentation: use case
Push notifications: best practices
Communication
• Copy: right length, clear
• Tonality – conversational,
arousing curiosity
Providing actionability to
customer
Setting frequency caps at
customer level
Relevant and personalized
Timely
Continuous optimization
through A-B testing
Use deep links for easy
navigation
Experiment with rich media
features
14
Onboarding journey
2. Identify high value
actions most closely
linked with goals
3. Design programs to
nudge customers
towards those HVAs
1. Set measurable goals
for the on-boarding
journey
15
Onboarding: points to ponder
Collect customer data points which
will help you personalize user
experience
Vary onboarding flows
according to acquisition
channel
Get the sign up flow
right, through
continuous optimization
Thank You!
Any questions?

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WEBINAR: Customer Lifecycle Management for Mobile Marketers with Ashish Khatri

  • 1. Customer Lifecycle Management For Mobile Marketers with Ashish Khatri SPEAKER- Ashish Khatri, Independent Marketing Consultant (ex-Amazon Prime Video, Vodafone, ICICI Bank) WEBINAR
  • 2. Speaker ASHISH KHATRI A consumer marketing professional with rich and varied marketing experience across online as well as offline businesses with organizations like Amazon, Vodafone, Reliance Jio and ICICI Bank. Ashish’s marketing experience pans across the entire marketing value chain -customer acquisition, customer insights analytics, digital marketing, brand communications, media planning and developing/ deploying customer value proposition to market. Ashish currently works as an independent marketing consultant with startups and SMEs, helping them scale up by crafting effective marketing plans.
  • 3. MoEngage Inc MoEngage is an Intelligent Customer Engagement Platform that allows consumer brands to engage users with the right content on the right channel, at the right time. MoEngage is built for the mobile-first world. With AI-powered automation, optimization capabilities, and in-built analytics. MoEngage enables hyper-personalization at scale across multiple channels like mobile push, email, in-app, web push, On-site messages, and SMS. Fortune 500 brands across 35+ countries such as McAfee, Samsung, and Nestle use MoEngage to orchestrate their omnichannel campaigns. MoEngage has been featured on Gartner’s Magic Quadrant for two consecutive years and is the youngest company on the list.
  • 4. Pioneer in Marketing Automation with continued industry-first innovations every year. Smart Triggers Push Amplification Geo Fencing Sherpa Dynamic Product Messaging 2014 2015 2016 2017 2018 2019 Analytics
  • 5. Trusted by Fortune 500 brands
  • 7. Why Customer Lifecycle Management • Disruption across more industries. • Retaining customers continues to remain a challenge (only 29% continue to be active after 3 months) • Multiple Apps competing for limited mindshare of customer. • Customers are getting exposed to best-in-class hyper personalized, relevant, real time messaging. • As mobile internet penetrates deeper- - Voice as the preferred mode of search - Vernacular as the preferred language - Markedly different consumption patterns than early adopters *Source: Localytics 2017
  • 8. Customer Lifecycle Management Framework CLM is the process of marketing to customers based on the stage they are in
  • 9. Building blocks of effective CLM 2. Real time, automated customer segmentation 3. Real time, personalized, automated campaigns 1. Having a single view of the customer Right message to the right customer at the right time, through the right channels
  • 10. Segmentation Demographics Age | Gender | Marital status | Income | Education Location City | Cell site Handset Handset | Browser | Data connectivity | Data speed In-App behaviour Completed any action within the purchase funnel Install | Sign up | Search | Viewed Product page Added to cart (watch list) | Payment failure |Purchase RFM segmentation Recency: Last customer performed action Frequency: How frequent is this customer action Monetary value: Aggregate value of customer purchases provides actionable segments ranging from power users to dormant customers to at-risk customers
  • 11. Segmentation essentials More granular your targeting, higher are chances of success Segmentation engine has to run real-time Automate key use cases with the highest impact on business metrices
  • 13. Push notifications: best practices Communication • Copy: right length, clear • Tonality – conversational, arousing curiosity Providing actionability to customer Setting frequency caps at customer level Relevant and personalized Timely Continuous optimization through A-B testing Use deep links for easy navigation Experiment with rich media features
  • 14. 14 Onboarding journey 2. Identify high value actions most closely linked with goals 3. Design programs to nudge customers towards those HVAs 1. Set measurable goals for the on-boarding journey
  • 15. 15 Onboarding: points to ponder Collect customer data points which will help you personalize user experience Vary onboarding flows according to acquisition channel Get the sign up flow right, through continuous optimization

Editor's Notes

  1. Found in July 2014 Launched the first version of the MoEngage platform in 2014. We’re a 5-year-old company. VC Funded Backed by VCs like Matrix Partners, Helion Ventures, Exfinity Ventures, and Ventureast Global Team Team of 200 with four offices in Bangalore, San Francisco, Jakarta, and London Global Clientele Companies in 35+ countries use MoEngage to engage their users.