Bharat Matrimony delivers personalized subscriber experiences

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Overview:

Matrimony.com Pvt. Ltd, a profitable organisation, is one of the fastest growing internet companies within the digital and offline matrimony spaces. Apart from 200 outlets in India, it has a presence in the UK, the US, Dubai, Sri Lanka and Malaysia. Their website logs about 8000 users each day and is based on a C2C (member-to-member) model.

Matrimony.com is hailed as the Most Trusted Matrimony Brand available, combining tradition and technology. A network of 15 regional portals and over 3 Crore members, Matrimony has found a place in the Limca Book of Records for facilitating a record number of marriages. Matrimony has been recognized as the Best Matrimony Website 2007 by PC WORLD for technology and performance and is also listed in NASSCOM’s Top 100 IT Innovators.

Challenge:

Matrimony.com wanted to deliver a personalized and near-real-time experience to its subscribers. Faced with an ever-increasing amount of data to sort, generate, analyze and match from its 350 micro websites frequented by over three million subscribers, Matrimony.com needed a reliable and scalable analytics platform to support several petabytes of data and deliver a near-real-time responsiveness.

Solution:

Xerago studied Matrimony’s marketing approach and suggested a fundamental change – keep the customer at the center of the operations and maximize customer value from the marketing efforts. Xerago realized that deploying the Enterprise Marketing Management software would help achieve this objective and would result in an innovative way to market Matrimony.com’s services rather than just connect the dots.

Xerago helped Matrimony.com identify IBM EMM as the right solution among various options. IBM EMM helps brands optimize cross-channel campaign efforts and engage its audience in highly relevant, interactive dialogues across digital, social, mobile and traditional marketing channels.

To facilitate cross-channel, multi-wave marketing campaigns and improved campaign targeting and relevance, Xerago implemented the IBM Campaign. IBM eMessage was deployed to extend IBM Campaign’s capabilities to email and other outbound digital campaigns so they could create, preview, test, execute, and track messages. In order to provide real-time personalized experience for customers interacting with websites, call centers and other inbound marketing channels, Xerago implemented IBM Interact. IBM SPSS was deployed to predict customer behavior and make smart decisions to solve problems and improve outcomes. To help Matrimony.com gain business intelligence insights and make better business decisions, Xerago integrated IBM Cognos with the above IBM modules.

Overall, the solution was able to address Matrimony.com’s global and diverse customer base with relevant and personalized messaging based on member-interaction history. Customer data was captured from multiple channels such as email, SMS, banner ads (across the website), telesales and retail centers, and was used by the various stakeholders in the company’s management, sales, and marketing teams to assist in decision making. As a result of our efforts, Matrimony.com is now able to drive targeted marketing campaigns to the right subscriber, at the right time and improve personalization for greater customer satisfaction.

Deliverables:

  • Identification of EMM solution
  • Implementation of IBM Campaign, eMessage, Interact, SPSS and Cognos

Outcomes:

  • Improved relevance and targeting
  • Near-real time responsive services
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