Data-driven decisions in mobile marketing: Using analytics to optimise campaigns

Into its 8th year, MOBEXX Summit and Awards 2024 featured a powerhouse line-up of industry leaders, innovators, and marketing experts who shared their insights and expertise through keynote addresses, panel discussions, and fireside chats. This year’s theme, ‘Connect, Engage, Transform: The Power of Mobile Marketing in the New 5G Era’, underscored the transformative role of mobile technologies and 5G connectivity in redefining business marketing strategies.

The event saw an interesting panel discussion on ‘Data-Driven Decisions in Mobile Marketing: Using Analytics to Optimize Campaigns’. Chaired by Udit Verma, CMO, Co-Founder, Apptrove By Trackier, the distinguished panellists included:

Chirag Jagwani, DGM - eCommerce, Fixderma
Ekta Arora, Vice President - E-commerce, Swiss Beauty
Vibhor Jain, VP - Business Head, boAt
Rajat Khatri, AVP | Business Intelligence, FNP

Udit Verma commenced the discussion, remarking, “In a world where every tap, click, and swipe generates data, the challenge is not in finding the information; the challenge is to use that information effectively.”

When asked how he used different tools to analyze and optimize the campaigns, Chirag Jagwani replied, “The data has to be used in multiple ways, and there are multiple tools basis the platform we are settling in. If you talk about D2C, we would be using very heavily Google Analytics, and of course, a bit of Facebook analytics. Marketplaces have their analytics platforms which are pretty well sufficient enough for tracking them. In terms of optimization, you will have to look at various parameters that are similar across all these platforms where there are clicks, impressions, conversion rates, and CTRs, depending on the platform you have to change the software. The ads remarketing tools are there, they are triggers based on WhatsApp for D2C. But you would not get data on marketplaces, they have their remarketing tools where you give them certain offers maybe 10% on checkout, or 5-10% on Nykaa. I would not see any such retention kind of campaign on Amazon or Flipkart.”

Ekta Arora added here, “Understanding the user journey is very important for any marketer and to reach out with specific channels such as Whatsapp, SMS or push notifications. So, there are various analytics tools such as Google Analytics and various performance marketing tools, and A/B testing tools such as Custom Fit and for performance monitoring, there is Google Data Studio, Facebook Insights is there. All these tools help us to drive efficiencies and to understand what is working for us, and not working for us, and where the effectiveness can come from the campaign perspective. As far as remarketing is concerned, from the bottom of the funnel, Google and Meta themselves are strong enough tools that can work well for us. We just onboarded Tracker and it has been a wonderful journey as it has a lot of efficiencies.”

Speaking on how the discrepancies between reported conversions from ad that works and actual in-app and web activities impact his brand, Vibhor Jain said, “This is a very well-acknowledged problem across platforms, and especially if you are integrating different platforms such as Google and Amazon analytics, there will be discrepancies among what is reported by them. For a special campaign in isolation also if we discuss it will never be the case that one will get accurate data based on the attribution window or that each advertisement platform will be providing you.”

Speaking about upselling, Vibhor Jain said, “There are typically three ways in which we upsell. Firstly, you incentivise the consumer after the purchase journey to share consumer data with you. For example, they can ask a consumer to register for a QR code in the packaging itself. Very few consumers do that – around 6-7% – but that’s also a significant number based on the volumes we do. You get first-party consumer data when the consumer has registered for a warranty. You give an extended two-month or three-month warranty to a consumer, when you work with the marketplaces at scale, including Amazon, Flipkart, and other Q-Commerce platforms, you can work on creating specific campaigns in these marketplaces, which after a specific period such as one year or two years, they will run advertisements for you, only targeted at consumers who have purchased your product a year back and have not purchased any other product in the past twelve months. Third is the CRM tools that we use such that we work very closely with Zoho, etc., so whatever consumer data we get from social media conversations is through then the third-party tools and we reach out to them using our first-party campaigns.”

Rajat Khatri added here, “Avinash Kaushik once said that if he has $100 to spend, he would spend $10 on a tool and $90 on a person who can own it and make the most out of that person. This is a universal problem, every other person is going to give you a different answer, and similarly, every other tool is going to give you a different report. That’s where people like us have to spend a lot of time making sure that there are the right definitions. Secondly, we are tweaking the settings in such a way that the numbers are coming very close, and that’s exactly what we have been doing internally. Typically for us, the lifespan of a consumer on our platform is very small and the repeat within that period is very rare. There is a multi-attribution model that we use, which brings the numbers very close. Internally when this kind of a problem was given to me and I saw that the discrepancies were as high as 30-35% for us, we started changing this kind of definitions, coming up with things such as seven days is the window that we will keep, or three days is the window that we will keep. And luckily for all particular changes in settings and definitions, we were able to bring this number to as good as 95% now. So, our tools are very close to each other and we are not facing that problem, because we made some efforts in correcting these numbers. That’s the key for any data analytics to happen.”

These are edited excerpts. For the complete panel discussion, please watch below:

https://www.youtube.com/live/qh4Dn3tbRLE

Also Read: Magicbricks is a data-driven marketing powerhouse: Prasun Kumar