1. Actionable Analytics making Engagement a Success: Hear a Brand Story
Mehar Sridhar DGM – eCommerce GoAir
Avadhoot Revankar Chief Marketing Technologist & CSM Netcore Solutions
@sridharontweet
@Avadhoot1

2. Chief Marketing Technologist & CSM,
Speakers
Mehar Sridhar
Avadhoot Revankar
DGM – eCommerce, GoAir
Chief Marketing Technologist & CSM,
Netcore Solutions
Growth hacker and an experienced professional in developing the eCommerce arm for companies focused on increasing their web & mobile penetration. 
Extensive Knowledge in the MARTECH space. Heading a team of Marketing Technologists, has been the architect designing Innovative Customer journeys for a lot of E-commerce, Travel & Banking Financial brands to improve Customer Experience and ROI. 
@sridharontweet
@Avadhoot1

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4. Agenda Unified view of customer - a building block for Analytics
Transforming customer lifecycle using data
Brand Success Story - GoAir Boosts ROI by 8x
Road ahead for Martech 2018

5. 1
Unified View Of Customer - A Building Block For Analytics

6. Customer Data Platform
Challenge – Data Scattered Across Organisation
Campaign Performance Data from Marketing team
Customer Data Platform
Demographics Data from CRM team
Transaction data from Business team
Website analytics data from Website team
Marketer

7. Unified view of customer- A building block for Analytics & Engagement
Trigger a Push Notification
Sent
WEBSITE DATA
Not Opened
Opened
But not Click
MOBILE App DATA
OFFLINE/ CRM DATA
Analytics
Browser Notification Not Clicked
ANALYTICS
Push Notification Not Clicked
Trigger a Browser Notification
Target via FB
Channel DATA
Transaction DATA
Trigger an SMS 5

8. Smart Segments on Unified View of Customer
User who has searched for Delhi flight on M-site in the
last 2 months and has not downloaded the app

9. twice in a month with 1 way flight
Smart Segments on Unified View of Customer
User has travelled to Mumbai more than
twice in a month with 1 way flight

10. Smart Segments on Unified View of Customer
User whose travel date during search is within the next
10 days but has not booked a seat nor a meal

11. 2
Transforming Customer Lifecycle Using Data

12. First Transaction Incentives
Chalking Out The Customer Life Cycle
Welcome Series
Nurture Series
Welcome campaign
Experience feedback
Cross-sell/Up-sell
Loyalty Offers
Welcome back
Incentives
Miss-you campaign
Content Marketing
First Transaction Incentives
Lost Customer
Referral program
Re-Engagement
Brand Interaction
All Customer Series
Engagement messages
Repeat Customer
Active Customer
Re-target
Time

13. Actionable Analytics Derived from Data
Analytics on Transactional Data

14. Actionable Analytics Derived from Data
App Uninstall Tracking

15. SAMPLE DATA Actionable Analytics Derived from Data
Activity wise comparison
SAMPLE DATA

16. SAMPLE DATA Actionable Analytics Derived from Data
Rich Funnel Analytics showcasing GoAir passenger journey
SAMPLE DATA

17. 3
Brand Success Story - GoAir Boosts ROI by 8x

18. GoAir Customer Journey on Website1 2 3 4 5 6
Final Thank you Page

19. Smart Trigger 1: Re-engaging Drop Out Based
User searches for Mumbai-Bengaluru flights and drops off
Personalised reminder mail sent after 20 min
Ticket is still not booked?
Send a Browser Push Notification with personalized content

20. GoAir - Dynamic Personalised Content
Browser Push s
Personalized content and link

21. Increased the ROI to 8X by Web Dropout Triggers
Jan 1st -March 2nd

22. 5000+ clicks garnered for Anonymous user drop out
Smart Trigger 2: Anonymous User Dropouts
Before
After
Jan 12 - Jan 24
Jan 25 - Feb 6
5000+ clicks garnered for Anonymous user drop out

23. Smart Trigger 3: Payment Gateway Dropouts
Before
After
Jan 1 - Jan 18
Jan 19 - Jan 31

24. Cross Channel Identification
Tracking & Identification Across Devices
Cross Device Tracking
Cross Channel Identification

25. Onsite Targeting – Web Messaging
Views - 4 lakh+
Click Through Rate - 1%
Clicks Checkout - 10%

26. Nearly 60% users allowed browser push notifications from mobile
Browser Push Notification – Analysis for GoAir + + +
3 lakh
1 lakh
100
Assets Collected
Messages Published
Traffic on website
Nearly 60% users allowed browser push notifications from mobile

27. 4
Road ahead for Martech 2018

28. AI-Enabled Marketing Road Ahead for Martech 2018
Copyright Netcore Solutions.

29. Build 1-to-1 Conversations
Brand
Plan Ahead:
Subject line Optimisation
Send Time Optimisation
Churn Optimisation
Product/Content Recommendation
AI Based Marketing
Converse
Listen
Customer

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Q/A
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