Marketing &

Retail Analytics
Assignment
Soil Institute of
Management
Submitted to
Prof. Bianka Ray

Submitted by
Akshay Shetty (PGPM BL - 002
Executive
Summary
This analysis delves into customer acquisition and
engagement trends of Myntra across multiple channels,
leveraging datasets from the Acquisition and Prediction
sheets.

The objective was to uncover actionable insights and

develop data-driven strategies to optimize marketing
efforts and improve business outcomes.

Key areas analyzed include campaign performance,

browsing behavior, app installations, and product
browsing preferences.
Reach - Email
Recommendations
Findings Personalization
Use dynamic content tailored to user preferences (e.g., past purchases,
1. Email Open Rate - A significant browsing history).
proportion of emails remain unopened, Include personalized subject lines to improve open rates.
Optimize Email Timing
indicating potential disinterest or Analyze historical data to identify the most effective times to send emails.
irrelevant targeting. Use A/B testing to experiment with different timings for higher
engagement.
2. Time Spent on Opened Emails - Users
Improve Content Quality
who open emails generally spend Use concise, value-driven messaging with a clear call-to-action (CTA).
minimal time engaging with the Include interactive elements (e.g., polls or click-to-see offers) to hold user
attention.
content, showing a lack of deep Spam Reduction
interest. Ensure compliance with email standards to reduce spam flagging.
Allow users to set preferences for email frequency to lower unsubscribe
3. Unsubscribe Rates - Higher
rates.
unsubscribe rates are observed for Segment and Retarget Based on Engagement
emails marked as spam, indicating Retarget low-engagement users with simpler, visually compelling content.
Offer exclusive incentives or promotions to users with higher
negative perceptions of these engagement.
communications. Optimize Content Length
Test varying email lengths to accommodate different user preferences.
Short, concise emails for less engaged users; detailed campaigns for those
showing sustained engagement.
Email open distribution rate NO YES
57.3%
42.7%
Reach - Youtube
Recommendations
Findings
Content Optimization
1. Ad Skip Rate - A high percentage of Create shorter, highly engaging ads (6–15 seconds) with immediate
users skip ads, indicating possible hooks.
Focus on high-performing genres like music and cooking for targeted ads.
irrelevance or lack of engagement.
Targeted Ad Placement
2. Time Spent on Ads - Users who don't Use audience segmentation to deliver ads aligned with user interests.
skip ads spend significantly more time Retarget users who have previously engaged with similar genres.
Interactive Ad Features
watching, highlighting the importance
Implement skippable ads with compelling CTAs within the first 5 seconds.
of engaging content. Use overlay banners or end-screen CTAs to drive user action.
3. Engagement by Video Genre - Genres Monitor and Refine
like music and cooking attract higher Use analytics to identify poorly performing ads and replace them with
optimized versions.
average watch times compared to Focus on Long-Form Ad Optimization
others. Make the first 5–10 seconds of longer ads highly engaging to retain
viewers.
Include core value propositions or brand highlights within the first 15
seconds to maximize impact.
Reach - Facebook
Findings Recommendations
Create Shareable Content
1. Ad Viewed Distribution - A majority of
Focus on emotionally resonant content that encourages shares (e.g.,
users view Facebook ads, showing stories, testimonials).
high reach potential. Add clear CTAs prompting users to share or comment.
Analyze Reactions
2. Time Spent by Reaction Type - Users
Use reaction insights to refine ad messaging and visual design.
who "like" ads spend more time Minimize ads with high dislike rates to protect brand perception.
engaging compared to those who Boost Engagement
Use polls, quizzes, or challenges to drive interactivity.
dislike or provide no reaction.
Incorporate limited-time offers or contests to incentivize engagement.
3. Engagement Metrics - The percentage Leverage Retargeting
of users commenting and sharing ads Target users who react positively with follow-up ads to deepen
engagement.
is relatively low, limiting organic reach.
Exclude users with consistent negative reactions from future campaigns.
Address Negative Engagement
Exclude profiles with repeated dislikes from future ad targeting.
50.6%
Adjust ad designs to avoid overly aggressive messaging that may provoke
negative reactions.

Facebook Ad View Distribution Rate YES NO

50.6% 49.4%
Reach - SMS
Recommendations
Findings
Keep it Short and Actionable
1. SMS Open Rate - A large proportion of Use brief, clear messaging with a single CTA (e.g., "Click here to claim
SMS messages are opened, indicating your discount").
Avoid jargon or excessive details.
this channel's reliability for direct
Integrate with Email Campaigns
communication. Use SMS as a reminder for email promotions or abandoned cart
2. Time Spent Reading - Users spend a notifications.
Create unified campaigns across SMS and email to amplify engagement.
consistent, short amount of time
Personalize Content
reading SMS messages, suggesting Include user-specific details like name or location to increase relevance.
the need for concise content. Offer exclusive deals through SMS for VIP customers.
3. Correlation with Email Engagement - Optimize Timing
Send SMS during peak engagement times, such as mid-morning or early
Users who open SMS messages are evening.
more likely to open emails, indicating Avoid sending messages too frequently to prevent user fatigue.
complementary channel effectiveness. Leverage Data-Driven Messaging
Segment audiences based on engagement levels (e.g., high vs. low) and
tailor SMS content accordingly.
Experiment with messaging styles to optimize engagement for each
segment.
Acquisition
Findings

Apparel campaigns on social media

contributed significantly to acquisitions.

Recommendations
Double down on apparel campaigns with optimized ad
creatives.
Retarget engaged users with personalized apparel
promotions.

Recommendations

Invest more in Facebook campaigns and experiment with new

formats like video ads.
Improve SMS campaigns by personalizing messages and
Facebook has the highest click-through adding clear CTAs.
ratio, while SMS performs the poorest.
Acquisition
Findings
Returning customers spend more time
browsing than new customers

Recommendations
Encourage new customers to explore more with gamified
features or curated product suggestions.
Reward returning customers with loyalty incentives to sustain
engagement.

Returning customers exhibit greater

variability in browsing time, indicating
diverse engagement levels.

Recommendations

Segment returning customers into high and low engagement

groups for tailored campaigns.
Use targeted offers to encourage low-engagement customers
to browse more.

Phones are the most preferred browsing

media.

Recommendations
Prioritize mobile app development with intuitive navigation
and exclusive deals.
Ensure desktop websites remain optimized for detailed
comparisons and visuals.
Acquisition
Findings
Returning customers are more likely to
install the app than new customers.

Recommendations
Promote app benefits like faster checkout and loyalty rewards
to new customers.
Offer app-exclusive deals to encourage returning customers
to remain active.

Apparel categories dominate product

views, followed by footwear and
furnishings.

Recommendations

Focus promotional resources on apparel while cross-selling

footwear and furnishings.
Highlight bundled offers or complementary products during
browsing sessions.

Footwear and furnishings are the most

browsed categories after apparel.

Recommendations

Suggest complementary products like footwear or furnishings

on apparel pages.
Use personalized recommendations to guide customers
toward additional purchases.
Acquisition
Findings

Apparel and home décor are popular

among customers from non-social media
sources.

Recommendations

Optimize product pages for apparel and home décor to

maximize conversions.
Offer targeted discounts to users coming from organic or
other channels.

Users who installed the app viewed

significantly more items than those who
didn’t.

Recommendations

Emphasize the app’s convenience to encourage installations

among non-app users.
Use push notifications to guide app users toward continued
exploration.
Conversion & Retention
Findings Recommendations
A few customers account for a significant Loyalty Programs
number of repeat purchases, indicating Reward high-value customers with loyalty points, discounts, or
high loyalty and engagement among exclusive access to new products to encourage continued repeat
these users. purchases.
Personalized Campaigns
Use purchase history to craft personalized campaigns that offer
recommendations or discounts on frequently bought items.
Upselling Opportunities
Identify high-repeat customers and introduce premium products
or bundles tailored to their preferences.

Social media campaigns attract a mix of New Customer Acquisition Campaigns

new (60%) and returning (40%) Focus on introductory offers or first-purchase discounts to
customers, highlighting its potential for convert more new customers from social media platforms.
both customer acquisition and retention. Retarget Returning Customers
Create remarketing campaigns with personalized messages for
returning customers to further boost retention and lifetime value.
Platform-Specific Strategies
Analyze which social media platforms perform better for new
versus returning customers and adjust targeting strategies
accordingly.

Urban users generally spend more time Improve Accessibility for Rural Areas
browsing than rural users, suggesting Simplify website or app navigation and ensure compatibility with
better access, familiarity, or interest in the slower internet speeds to encourage longer browsing sessions in
platform. rural areas.
Location-Specific Campaigns
Run geo-targeted campaigns offering tailored product
recommendations or discounts based on local preferences.
Leverage Urban Engagement
Introduce premium or exclusive collections for urban users who
spend more time browsing and are likely to explore diverse
products.
Conversion & Retention
Findings Recommendations
Strong associations are observed between certain Cross-Selling Campaigns
product categories, such as: Bundle highly associated products (e.g., apparel and footwear or
Apparel_Men and Footwear_Male (0.8). accessories) to increase basket size and improve conversions.
Footwear_Male and Accessories_Male (0.9). Personalized Suggestions
Apparel_Women and Accessories_Female (0.7). Leverage these associations in recommendation engines to
display related products during browsing or checkout.
Promote Co-Purchased Categories
Highlight frequently co-purchased products on product pages or
through email campaigns.

Email campaigns have the highest Prioritize High-Converting Channels

conversion rate (45%), followed by social Increase investment in email and social media campaigns to
media (35%). SMS and YouTube maximize returns.
campaigns perform relatively poorly. Optimize Underperforming Channels
For SMS, improve targeting by personalizing messages and
including clear CTAs.
On YouTube, focus on shorter, engaging video ads with a strong
hook in the first 5 seconds.
Cross-Channel Integration
Use email and social media campaigns to drive traffic to SMS or
YouTube promotions, improving overall campaign performance.

Returning customers show a higher Focus on Retention

conversion rate than new customers, Offer loyalty rewards or exclusive perks for returning customers
reflecting greater familiarity and trust with to maintain high conversion rates.
the platform. Target New Customer Conversion
Simplify the purchase journey for new customers by highlighting
benefits like easy returns, fast shipping, or first-order discounts.
Segmented Campaigns
Create tailored marketing campaigns that specifically address the
unique needs of new versus returning customers.
Conversion & Retention
Findings Recommendations

Apparel_Men, Apparel_Women, and Focus on High-Interest Categories

Accessories_Male are the most viewed product Allocate more promotional resources to apparel and accessories
categories among converted customers, to sustain conversions in these popular categories.
highlighting their strong appeal. Boost Engagement for Secondary Categories
Categories like Beauty_Female and Highlight beauty and footwear products through cross-
Footwear_Male also show significant promotions or bundling with popular categories like apparel.
engagement. Personalize Product Suggestions
Use customer viewing history to recommend frequently paired
products (e.g., men's footwear with men's apparel).

Mobile app users contribute the highest number Prioritize Mobile App Engagement
of conversions, followed by desktop website Enhance app-specific features, such as exclusive deals, rewards,
users, with mobile website users converting the and intuitive navigation, to sustain high conversions.
least. This reflects the app's superior engagement. Optimize Mobile Websites
Improve the mobile website experience with faster load times,
simplified layouts, and optimized CTAs to reduce bounce rates
and improve conversions.
Desktop Strategy
Leverage desktop's larger screen space to showcase detailed
product images, comparisons, and feature-rich browsing to cater
to desktop users' preferences.
Churn
Findings

A significant portion of customers have uninstalled the app,

highlighting a notable churn risk.
Customers who retained the app are in the majority, indicating
potential for retention strategies.

Recommendation

Improve App Experience

Address usability issues, optimize app performance, and
introduce new features based on customer feedback.
Re-engagement Campaigns
Target uninstallers with campaigns offering incentives to
reinstall, such as discounts or app-exclusive offers.
Monitor App Metrics
Analyze app crash rates, load times, and session durations to
identify technical improvements.

Findings

Customers using phones as their primary browsing device

are more likely to uninstall the app.
Gender segmentation shows some variability in uninstall
patterns.

Recommendation

Improve App Experience

Address usability issues, optimize app performance, and
introduce new features based on customer feedback.
Re-engagement Campaigns
Target uninstallers with campaigns offering incentives to
reinstall, such as discounts or app-exclusive offers.
Monitor App Metrics
Analyze app crash rates, load times, and session durations to
identify technical improvements.
Churn

Gender-Based Churn
Males exhibit slightly higher app uninstall rates compared to
females, likely due to gender-specific engagement
differences.
Location-Based Churn
Findings Delhi and Gurgaon have higher churn rates than Noida,
possibly influenced by competition, delivery issues, or user
expectations.
Age-Based Churn
Younger users (<25) churn more, requiring dynamic
engagement, while older users (51–65) display greater
retention due to consistent usage.

Targeted Engagement:
Address male users’ preferences with campaigns highlighting technical
features or exclusive content while maintaining loyalty programs for
female users.
Focus on younger users with gamified features and social-sharing
incentives; engage older users with reliable, easy-to-use campaigns.
Geo-Specific Strategies:
Offer location-specific discounts and improve delivery services in high- Recommendation
churn areas like Delhi and Gurgaon.
Build local partnerships to enhance trust and reduce churn in these
regions.
Diverse Retention Efforts:
Customize content and app features to cater to different demographics,
ensuring broader appeal and retention across genders, locations, and
age groups.
Churn

Findings Recommendation
Phone users show a higher proportion of monetary Boost Conversions for Phone Users
churn, while PC users exhibit a notable level of Implement strategies like personalized offers or push notifications for high-browsing but
recency churn. low-purchase customers.
Use dynamic CTAs during mobile browsing sessions to encourage faster conversions.
This suggests that phone users may browse more
Re-engage PC Users
frequently without converting, while PC users may
Send reminders or targeted emails to inactive PC users to reduce recency churn.
have lower engagement over time. Offer desktop-exclusive deals to re-engage this segment effectively.
Optimize for Device-Specific Behavior
Enhance the mobile app experience for phone users with simplified checkouts and one-
click payment options.
Focus on richer visuals and detailed product comparisons for PC users.

Findings Recommendation
Younger customers (<35 years) show Youth Engagement
Introduce limited-time offers, gamified rewards, or referral programs to encourage
higher monetary churn, often paired younger users to complete purchases.
with lower purchase values in June. Use social media and app notifications to keep younger users engaged with the
platform.
Older customers (51–65 years) display Retain Older Customers
fewer churn tendencies, indicating Highlight reliability and value-driven messaging to retain older, loyal customers.
Offer senior-friendly features like simplified navigation and easy-to-access customer
stable engagement and purchases. support.
Age-Specific Campaigns
Develop campaigns addressing the unique needs of younger and older customers, such
as fashion trends for younger audiences and practical products for older users.

Social Media Report Q3 • 1 JUL - 31 SEP

Brocelle

Thank you!