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Customer Value Maximization for the world’s largest matrimony portal A Xerago Case Study
Customer Value Maximization for the world’s largest matrimony portal
A Xerago Case Study
Assignment BackgroundThe GoalThe ScenarioCustomer Value Maximization ApproachThe Measure phaseThe Manage phase – Activities & Areas ImpactedThe Manage Phase – Teams ImpactedThe Maximize phaseConclusion
Assignment Background
The client is the world's most successful matrimony portal and they cater to
over 20 million people globally. The client is the winner of the prestigious Red
Herring Global 100 award and is celebrated as the Most Trusted Matrimony
Brand combining tradition and technology.
The client had multiple product offerings and wanted to leverage the situation to
become pioneers of arranged marriages.
The Goal
To increase conversions and usage
The Scenario
TVCs
Search
Display media
Poor communication
Poor leads
Fewer product variants
RESULTING IN
Tactical Operations Outcomes
Events
Sponsorship
Customer Value Maximization Approach
By making interventions on,
Through objective measures, a
snapshot of client’s marketing
effectiveness on many levels and
dimensions was constructed and
this helped us objectively
demonstrate the effectiveness of
the client’s current marketing
programs.
Based on the current state and
desired end state, the road-map
which involved a re-architecture
of strategy and re-alignment of
resources was developed and
interventions were made to
catalyze the marketing growth
engine.
This was the high value growth
phase where all possible marketing
variable combinations are tweaked
on a concurrent basis to produce
the optimal spend to impact
outcomes. Learning was constantly
updated for ongoing maximization.
MEASURE MANAGE MAXIMIZE
In order to achieve client’s goal, Xerago deployed its proprietary Customer Value Maximization framework, which involved the following 3 stages:
Process TechnologyCreative Media
The Measure phase
• Multiple segment silos • Communication plan to segment silo was
inappropriate
• Media to segment silo mapping was inappropriate
• The marketing ecosystem comprised of digital channel only
• There were no clearly defined process to segment customers within segments and no data warehouse was in place.
Parameters X-rayed
Media mix
Evaluation Results
Marketing programs
Customer base
Marketing ecosystem
Technology & Process
The Manage phase – Activities & Areas Impacted
Process Overhauls:This involved setting up of engagement process for Relationship Mangers on how to communicate with Privilege Customers
Media Interventions:This involved creation of segment specific new channels and identification of appropriate combination of channels to reach to the target audience
Technology InterventionsData warehouse and insights engine
Creative InterventionsInvolved User Ex, Content and Imagery development for over 300 portals, segment specific creative build outs for eDM and display media campaigns
The Manage Phase – Teams Impacted
MIS and reporting
Outlets
Call center
Marketing Communication
Product
TEAMS IMPACTED
The Maximize phaseXerago setup a concurrent framework to measure the effectiveness of the interventions made to
ensure desired results are delivered. This was achieved by establishing benchmarks for various
interventions and real-time optimization of the efforts. Below are the outcomes.
Over 300 micro segment matrimony websites leading to targeted reach and increased sign ups by 22%.
60% jump in conversion rate
80% improvement in usage achieved by personalized communication and content
Ongoing optimization of media mix to grow customer base and the client went on to found a place in the Limca Book of Records for record number of documented marriages online. Xerago also booked matrimony related domains for the client and have been directing traffic to the parent portal.
More About the Client:
The client is the world's leading online matrimony service with over 3 million
happy marriages, and has more than 170+ branches across India. It holds the
Limca Book of World Records for the highest number of documented marriages
online. The client also has mobile apps for iPhone, iPad, BlackBerry, Nokia and
Android users in India. It also has an upgraded WAP site.
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