Created & presented by Anil Pradhan, Senior Manager, CRM Marketing at Myntra, at EngageMint, Asia's largest Retention Marketing Conference. In this session Anil helps understand the journey from data to segmentation to message to conversions from Myntra’s playbook. In this session, you'll learn: - Actionable insights from data to drive marketing strategy - Multiple approaches to customer segmentation - Getting user attention through message strategy and the role personalization plays About the speaker: Anil comes with 4.5 years of experience in launching multichannel online marketing campaigns for ecommerce platforms. As the Senior Manager, CRM Marketing at Myntra, Anil looks after omni-channel loyalty campaign for customer acquisition & retention & the flagship subscription-based loyalty program to be launched. Find more about him here: https://www.linkedin.com/in/anil-pradhan-b3655ba0/ About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new-age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, and orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, and Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/campaign-lp/request-a-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint2022&utm_term=AnilPradhan To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webengage Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. Data & Content Strategy:
A Perfect Marriage to Drive
Engagement
2022

2. Data Analysis
Personali
-zation
Channel
Segment
4. Analyzing Data
Accuracy of performance
data, cohort behavior,
insights from data viz.
5. Content Personalization
Content personalization
based on app behavior or
personal data
1. Customer Data
Data granularity of the
customer choices made
on the purchase journey
3. Communication channel
Reachability & suitability
of channel
2. Customer cohort &
segmentation
Ṟelevancy & accuracy
of the customer
segment
Promotional Communication Framework

3. The following choices are made during the purchase journey:
✓ Size/colour/material of the product
✓ Style definition of item bought (Tshirt : printed, chequered,
plain, collared/round neck, etc)
✓ What new trend is s/he looking for?
Customer Behaviour & Data Granularity
Capturing customer purchase decision data
● Granularity of the data
● Accuracy of the data
Better personalized
communication
Better customer preferences
captured
Better customer
segmentation

4. Choosing the Right Customer Segment
A segmented communication gives 3x higher CTR compared to non
segmented one.
Onboarding
Product consideration
Purchase finalization
Post Purchase
Order Placed
Segmentation types
Personal info
Browse affinity
Cart upgrade/add-ons
Cross/Upsell opportunity
Customer lifecycle upgrade

5. Low visibility/ low
reachability
Right Channel Selection
Push Notifications
Email
SMS/RCS
WhatsApp
Web Push Notification
Reachability Response rate
Very high visibility
Low response/Low ROI
Engagement/better
content
high visibility/better
formats
Remarks
Channel

6. Notification Formats

7. ● Dynamic images: User specific offer presented
on the notification image
➢ Dynamic % value offers
➢ Dynamic product image
Personalization & Tech Features
● Recommendation engine stitched to
communication
➢ Curated list of products
➢ More product information
Image Stitching on notification

8. Data accuracy
Attribution window
for conversion
End stage funnel
analysis
Deeper data cuts &
visualization
Campaign
improvement
feedback
Data clean-up
& processing
Campaign Analysis
1
2
3 4
5
6

9. Any Questions?
Thank You!