Customer Value Maximization for the world’s largest matrimony portal

A Xerago Case Study

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 MAXIMIZE1 32

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

Teams ImpactedProcess 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 Interventions

Data 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 phase

Xerago 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.

Thanks

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Xerago is a Customer Value Maximization company headquartered in Chennai, India. Ever since inception, Xerago has evolved marketing solutions for clients, using a

combination of Robust Process, Creative Excellence, Cutting edge Technology and Discrete Measurement. Over time Xerago has created IP both tangible and in-tangible

that enables the entity to retain its unique advantage of being among the few entities globally that has stellar depth of consulting with a combination of large scale

marketing outsourcer.

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.