Speakers Pooja Ravishankar works as the Head of Category Marketing with India’s largest

online grocer, BigBasket. A seasoned e-retail professional, Pooja has more than
half a decade of cross functional experience across Marketing, Analytics and
Product. Her latest role is in Category Management that leverages data analytics
to power marketing of various categories such as fruits and vegetables, staples
and even beauty to customers. An engineer and MBA by education, she has led
key projects at BigBasket. To enumerate a few:

• Building the analytics database platform

• Developing the clickstream suite of analytics on AWS stack
• Developing recommendations model

She also has experience in handling the 360 degree marketing for BigBasket
including offline and online channels. She is a hard core tech enthusiast and
believes that tech is a key lever for problem solving of any kind.
Outside of work, she is the minion to an all powerful one year old who keeps her
Pooja Ravishankar real!
Speakers
Anjan currently works as the VP of Growth and Head of Product at HealthifyMe,
He has shuttled between being a tech geek, an entrepreneur and a product
enthusiast throughout a career of 10 years. While running his own startup and
failing at it taught him a bunch about how not to build a product

He is a part of HealthifyMe's journey from 2 million users to 10 million users

worldwide - expanding from India to South East Asia, and building on existing
expertise to explore new AI based solutions. He looks forward to presenting
some of his experiences during this webinar!

Anjan Bhojarajan
 About MoEngage
MoEngage is an Intelligent Customer Engagement Platform that allows consumer brands to engage users with the
right content on the right channel, at the right time.

• Built for the mobile-first world. With AI-powered automation, optimization capabilities, and in-built analytics
• Enables hyper-personalization at scale across multiple channels like mobile push, email, in-app, web push, On-site
messages, and SMS.
• Top brands across 35+ countries such as McAfee, Samsung, Tokopedia, Oyo Rooms, and Vodafone use MoEngage to
orchestrate their omnichannel campaigns.
• Featured on Gartner’s Magic Quadrant for two consecutive years and is the youngest company on the list.
 Data rules today, here’s why
• 69% of online customers believe that the timing, relevance, and frequency of the
brands message influences their perception of the brand.

• 52% or more customers may switch brands if communications lack personalization.

• More than 59% of managers feel that using customer analytics has improved their
competitive edge.
India's largest online grocer 1M monthly milk deliveries

1M monthly customers 8k farmer connect

 Hello Millennial Marketer - do you eat data for breakfast?

If your answer is yes, then you are in the right direction!

Ecommerce companies collect a treasure trove of data. This data if used well can do wonders to
create unparalleled customer experience.

Here are a few examples where BigBasket leverages data that enables five star
customer experience.
 Smart Basket

ML based algorithm Predicts needs in next purchase based on

buying patterns of the customer.
Value to customers and BigBasket

• Ranks by need of the day

• Reducing shopping time to only 7 minutes
• Offers recommendations
• Retains higher value variant (promote
organic vs. regular)
 Recommendations
We measure performance through
precision and recall.

Achieved 4% recall.

Precision - total SKUs bought from reco/

Item-item collaborative filtering total SKUs reco
Helps product discovery - personalized
based on items bought in other baskets Recall - total SKUs bought from reco/
with items bought by the customer total SKUs bought
 Personalized Communications

1) Segmentation engine

2) bb Lifecycle, Lifestyle, Life stage

3) Communication touch points - PNs, emails, banners, listing (BBY)

4) Based on product purchased, product pages visited

Personalized Communications
bb Lifecycle, Lifestyle, Life stage

• bb lifecycle - registered but not purchased, first order, 2 order and higher member
classes

• Lifestyle - organic, health conscious, snacker, tea/coffee drinker etc.

• Life stage - family with baby/kids, SINK, DINK, large family, pet owner
• Other - deal seeking, price insensitive.
5 things a marketer needs today

• Deal with data - crunch and interpret

• Listen to customer
• Action data insights ASAP
• Understand basic product and tech
• Learn constantly!
 HealthifyMe Today
India’s Largest health app

10,000,000 $25 Million

Users Capital Raised
IDG, Sistema, Inventus, Blume, DI, Samsung, Atlas

Going global

Top 3 in India, Malaysia, SG

4.6 Stars 750 Million

Most Liked Indian Health App Foods + Workouts Tracked
2 Million Kg weight lost
HealthifyMe’s Footprint
 Understanding user
persona early and driving
product flows based on
multiple variables
Understanding user persona early
and driving product flows based on
multiple variables
• 10 Variables – During onboarding.
• Unlocking variables during the
journey of the user.
• Personalization across the app.
Hooks in User journeys:
• Reminders
• Content
• Upgrade flows/Coaches/Plans
Feedback loops to marketing

1. Optimized for business goals

2. Typical retention variables:
1. D3 retention
2. Onboarding completion
3. Food logging behavior
3. Typical monetization variables:
1. Funnel flows
2. Revenue per registration
3. Marketing payback
Internal Marketing Strategy

1. Clear definition of segments

2. Clear definition of goals for these
segments
3. Mapping of goals to content
4. Segments <> Content mapping
5. Media:
a. In-app Feeds
b. Notifications
QUESTIONS?
 THANK YOU FOR JOINING US!
Write to us at hello@moengage.com, if you would like to speak to our
Omnichannel Engagement Specialist.