Paul Writer launches The Rise Of The Modern Marketer,   
Video interview series of CXO’s highlighting best practices and trends in the use of technology for marketing.

Naveen Kukreja

Group CMO, Policybazaar.com

CEO& Co-founder, Paisabazaar.com

Use of customer analytics to drive better marketing decision

What’s happening for us and across the industry, is that there are three trends that are emerging – First is that there is more and more data available. The second trend is that consumers are spending time on multiple mediums. Our customers are also on television, on the website, they are on their mobiles watching videos and they are speaking to our call centre executives as well as writing emails to us. The third thing that has happened to us is that technology has helped us, and helped everybody, to track the consumer behavior across these multiple mediums and then start to use this data to drive insights and actions.

We are also trying to use technology to capture data from multiple mediums. Take for example our television advertising, analysis of which, in earlier days was dependent only on the ratings we would get from the agencies. Today, we are able to measure the exact impact of our advertising on television by using an internally developed model called ‘8-minute-impact’. Here we find that every time consumers are watching television about 86% of them are also using their mobile phones at the same time and we see a sudden lift in mobile traffic when our ad plays on TV.  What we do is, we map the increase in visitors to the mobile in the next 8 minutes after an ad is aired on television and then map it back to drive the efficacy of the advertisement. So that’s one way we are using data analytics.

Another way is when a customer is entering various input on the website to look for the right insurance or finance product, we are simultaneously taking that input and at the back end using a propensity model, which we have developed internally, to try and identify which is the best product for the consumer and what are the chances of buying that kind of a product. This helps us to assign a kind of value to the consumer and their propensity to buy. These are some examples of how we are starting to use data in a very actionable manner to drive ROI and the top line.

Furthermore, we use data for three actions in marketing – one is what I talked about – which is improving or customizing a product. Second is customizing the communication so every time we hear or see a customer action either on our website or customer call centre our next communication attempt is more personalized – an example would be if a customer has gone to the health insurance page, seen some specific plan, shown some interest by clicking on more details the next communication will be more specific about that product, it’s benefits and costs and while we may talk about other products it will be more focussed on the the product the consumer showed an interest in.

Similarly, if the customer has done some action on the website that information is passed on to the customer service associate at the call centre who can then customize the communication basis the action customer has taken.

We also, use data for segmentation and targeting better – whether it is in digital or television – and I spoke about the 8 minute impact model – we use that over time to optimise our TV strategy in terms of which programs are working well – which channels are working and on what days of the week etc.

“Every time consumers are watching television about 86% of them are also using their mobile phones at the same time and we see a sudden lift in mobile traffic when our ad plays on TV.  What we do is, we map the increase in visitors to the mobile in the next 8 minutes after an ad is aired on television and then map it back to drive the efficacy of the advertisement. So that’s one way we are using data analytics.”

Incorporate voice of customer into a real-time response

It is becoming more and more possible with increased use of data and technology and consumers would like it to be incorporated all the time. However, ours is a financial products category and this is not a very simple category, its a complicated product. We are attempting to do this and have achieved it to a degree via our our interactive website. On the site, based on the information the consumer is entering for each field or question, at the backend, our model is trying to make the product more relevant and customized for the consumer’s need. This information is also getting passed to our customer services associates in real time and if the customer chooses to speak with us, the associate has the same amount of information on whats the right product or offering for the consumer based the data or feedback the consumer is sharing while filling up the form.

What we don’t do very well and are trying to do is integrating the online and offline medium. So even if the consumer is writing to us through an offline medium i.e. sharing feedback on a call or writing an email or even sending Whatsapp messages to us – we still need to incorporate that information and customize a service or address the issue or suggest the right offering and make it available online in realtime.

Biggest challenge with respect to Marketing Data and Analytics

We are facing three challenges and we try to overcome all of them as we go along. The first one is the increase in the availability of data through multiple media. Trying to capture data through multiple channels, put it all together and then to make sense of it, thats challenge number one. Challenge number two is the unstructured data – this could be from our call centre or our social media network and its usually verbal feedback from consumers. The challenge lies in how to make sense of the data and try to convert it into actionable insights. Then once you do arrive at an insight the third challenge is how do take that back to the execution level. Here it is important to ensure a seamless integration of the information into what is being said by our customer service associates or implementing it on the website to make sure what the customer sees the impact of it.  Also, as a business the data insights that have been generated should be  incorporated into our strategy.

We are trying to overcome these challenges by first trying to get clarity and alignment between business and marketing and data analytics on what is the objective we want to drive – thats the most important thing. Once everybody is aligned it helps in execution. Secondly, we try not to look at every piece of data that we are getting or can get, but instead we try and look at what pieces of data would help us achieve the objective that we have set for ourselves. Here the learning is that we are better off using limited data to get into a better position than we are at today rather than trying to use all the data at the same time to get nowhere!

How do you listen and manage customer feedback on social channels?

In our business customer feedback is extremely important and so there are a couple of things we do. Each and every consumer complaint is sent to us on an email and all in the top management are marked on it. So we are constantly seeing all the consumer complaints that are received. On social listening we use tools like Hootsuite to aggregate the data and that is shared with top management and the customer service unit and we try and see what the trend of queries and complaints is.  This information is taken back to our product development and we try to address those at the root cause besides solving the specific consumer problems

When do you ever discard customer data? Why?

The only customer data that we discard is the very sensitive customer data. Now that we have a payment gateway, we don’t retain any payment details or credit card details and discard it immediately after that transaction. We are careful where the data is sensitive and could be potentially risky and we don’t need it so we discard it.

Besides sensitive data we do not discard any data – we try to use that not only to see how we can improve the offering for that particular customer but also for that kind of segment of consumers for the future

 

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