Level Up With WebEngage
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A complete walk through on how to create high-performing customer engagement and retention strategies with WebEngage.
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Level Up With WebEngage
- 1. MUMBAI With
- 2. DELHI With
- 4. DUBAI With
- 5. CAIRO With
- 6. RIYADH With
- 7. JAKARTA With
- 8. Who Am I? What Do I Do? Chirag Parmar Sr. Mgr. Marketing & Lead Customer Education, WebEngage • Marketing Consultant • Trained Over 200 Marketing Superstars • Author • Speaker • Actor / Musician • MENSA Member
- 9. Here’s what your day looks like: Understanding the fundamentals of Retention Marketing Solving Real-Life Problems Building the tech-stack Breaking down the CDP & Segmentation Engine Understanding Analytics Building the perfect channel mix Journey Designer - 101 Group Assignment & Presentation Assessment & Certification
- 10. Just Landed Up In Retention Marketing! 98% High Demand + Low Supply High Pay Package High Job Security
- 11. Of A Company’s Profits Come From 80% Of The Customers They Retain 20%
- 12. Industry Gross Profit Margin Contribution Margin Advertising 23.99% 0.34% Apparel 49.77% -3.94% Auto and Truck 9.04% 1.40% Banks (Regional) 99.75% 23.79% Building Materials 28.38% 5.06% Computer Services 27.16% 3.62% Home Furnishings 27.03% 4.63% Healthcare Products 56.94% 10.91% Household Products 50.87% 11.71% Machinery 34.50% 6.58% Packaging and Container 22.39% 2.98% Precious Metals 50.17% 15.79% Recreation 37.58% -2.12% Restaurants and Dining 27.60% 5.69% Retail (General) 24.27% 2.79% Retail (Online) 42.53% 4.95% Software (Internet) 58.58% -5.60% Transportation 19.91% 3.88% Overall Market 36.22% 5.05% But Why Is This? MRP Fixed Costs Gross Margin Variable Costs Marketing Other Variable Costs Contribution Margin Discounts Revised Contribution Margin 1000 600 400 200 100 100 -200 -100 1st Purchase
- 13. Industry Gross Profit Margin Contribution Margin Advertising 23.99% 0.34% Apparel 49.77% -3.94% Auto and Truck 9.04% 1.40% Banks (Regional) 99.75% 23.79% Building Materials 28.38% 5.06% Computer Services 27.16% 3.62% Home Furnishings 27.03% 4.63% Healthcare Products 56.94% 10.91% Household Products 50.87% 11.71% Machinery 34.50% 6.58% Packaging and Container 22.39% 2.98% Precious Metals 50.17% 15.79% Recreation 37.58% -2.12% Restaurants and Dining 27.60% 5.69% Retail (General) 24.27% 2.79% Retail (Online) 42.53% 4.95% Software (Internet) 58.58% -5.60% Transportation 19.91% 3.88% Overall Market 36.22% 5.05% But Why Is This? MRP Fixed Costs Gross Margin Variable Costs Marketing Other Variable Costs Contribution Margin Discounts Revised Contribution Margin 1000 600 400 200 100 300 -200 100 2nd Purchase
- 14. Number of Transactions Contribution Margin CAC CLTV : CAC for one customer 1 -100 200 -0.5 2 +100 0 0 3 +100 0 0.5 4 +100 0 1 5 +100 0 1.5 6 +100 0 2 Why is Measuring CLTV:CAC Important? <1 =1 >1 >2 >3 The company is bleeding money on every transaction The company is making exactly the money it is spending The company is making some money on every transaction The company is making enough money to fuel it’s own growth The company is making enough money to invest in R&D while still fueling it’s own growth
- 15. Acquire Reimagining The Marketing Funnel Meanwhile, your CEO* 😌
- 16. Acquire Engage Reimagining The Marketing Funnel Meanwhile, your CEO* 😃
- 19. Can Anybody Define Customer Retention? Making your customers return to your platform and purchase again in a stipulated time-frame
- 20. Customer Retention Customer Experience Customer Loyalty Proactive Communications Relevant Recommendations Predictive Communications Frequency Of Communications Offers and Discounts Contextual Communications Increase in revenue with more campaigns Increased conversion rates Reduced man-hours Reduced CAC Increased AOV & LTV Increasing customer database Increased contribution margin
- 21. Retention Campaigns In-The-Moment Hyper-Personalized Proactive and/or Predictive Engagement campaigns are short-term in nature and success is easier to track. Retention campaigns are long-term in nature and immediate success is difficult to measure.
- 23. What does a perfect tech-stack look like?
- 24. Objective Targeting Personalization Channel Mix Delivery Time “Why are you running this campaign?” -Driving transactions -Increasing Engagement “Who am I going to send the campaign to?” -Segment Driven -Touchpoint Driven “What am I going to send them?” -Recommendation Engine -Transactional Updates -Promotional Offers “Where am I going to send this?” -Single / Multi / Omnichannel -Intelligent Channel Selection “When should I trigger this campaign?” -Immediate / Delayed Triggers -Send Time Optimization Analytics
- 25. How Many Of You Were A Part Of The Evaluation Team When WebEngage Was Onboarded?
- 27. WebEngage In Numbers 201 1 Founded 300+ Employees 1.1+ Billion FY 22 Revenue (INR) 6 Offices Mumbai, Gurugram, Bengaluru, Dubai, Sao Paulo & Jakarta 800+ Enterprise Customers 850 Million Users Tracked Per Day 1.5+ Billion Campaigns Delivered Per Day 1+ Billion Users Engaged Per Day
- 28. To help clients retain and grow their customer base by transforming their marketing landscape through automation OUR MISSION
- 29. Brands That Thrive With Us IKEA
- 30. Data silos torment marketeers. There’s no consistent omni-channel view of their users and a single source of truth Thanks to these point solutions, user engagement is incoherent in targeting, messaging and frequency With data problems and legacy tools, most businesses can only dream of journey orchestration and 1:1 personalisation Death by tools… literally! ! Data data everywhere, still it’s nowhere.. RIP Engagement. Long live bulk marketing! Non coherent products ! 9-12 months of rollout time Reduced agility in day to day ops These challenges are 10x more acute for mid-sized and enterprise digital consumer businesses MARKETE ER CONSUME RS Top 3 reasons - why our customers choose us… ! ! ! !
- 31. Customer Data Platform Omnichannel Engagement 1:1 Personalization Unified Customer Profile Auto Triggers 12+ Channels Catalogs & Recommendations Mobile App Personalization Web Personalization Visual Journey Builder Reports Data Integrations Dynamic/Stati c Segments Analytics Realtime Product Analytics Revenue Dashboard Segments Analytics Engagement Dashboards #RETENTIONSIMPLIFIED The most powerful self-serve marketing automation suite to help you convert, engage, and retain more users.
- 32. Data at your fingertips… Dynamic segments using real-time personal and behavioural customer data Customer Data Systems to kill Data Silos Customer Data Platform Unified Customer Profile Data Integrations Dynamic/Stati c Segments
- 33. Influence User Journeys... Omnichannel Engagement Auto Triggers 12+ Channels Visual Journey Builder Reports WebEngage Journeys help track each customer behaviour and trigger messages on the preferred channel, at the right time. Communication Channels: Visual Journey Builder Other Configs Auto Triggers Journeys Relays DND Throttling Frequency capping Schedule reports Occurrence of Event Enter/Exit/Is In Segment Change in User Attribute For Specific Users Enter/Exit/Geo-fence Occurrence of Business Events CSV
- 34. Automate lifecycle campaigns with ease with Journey Designer Visually map different scenarios in which your users experience your product and tailor real-time communication to each individual through various channels
- 35. Automate important business communication with your users using Relays Engage your users based on the occurrence of a business event with series of workflow based communication called relays Automate price drop alerts Whenever your products’ prices go down, automatically alert your customers. Send re-stocking notifications Automatically notify users as soon as the products are available for purchase. Broadcast app updates Whenever you release a new app update, automatically inform your users about it. Promote content releases Automatically send new content notification to your users. Price drop alert On Timeout Mobile push Check if user reachable on Send mobile push Price drop When business event occurs now DOLORESAPP Hey Michelle! Pay $50 less on your favorite handbag. Shop Now
- 36. ... Across 12+ Communication Channels Omnichannel Engagement Auto Triggers 12+ Channels Visual Journey Builder Reports 12 Communication channels that help you engage your users for better conversions and in turn, retention. Email Mobile Web Digital Ads Platform Mobile Push WhatsApp SM S Mobile Web Push In App Overlays In App in-line Personalization Browser Push Web Overlays Web in-line Content personalization Google Custom Audience Facebook Custom Audience Email
- 37. Amplify and Enhance Push Notification Delivery with Push Amplification Overcome the challenge of delivery of push notifications with Push Amplification feature. Engage your users and see which device contributed the most clicks. With our enhanced delivery mechanism, delivery of push notifications can be amplified anywhere between 50% to 75%.
- 38. Hyper-Personalization is necessary Deliver contextual, relevant and personalized experiences for better conversions No-code Personalization CMS agnostic, works with: Shopify, Magento, WordPress, or your own stack Works for Web, iOS and Android 1:1 Personalization Catalogs & Recommendations Mobile App Personalization Web Personalization
- 39. Introducing Catalog A personalization campaign is as good as the data. Therefore, stale data often renders your effort futile. Catalog helps you fetch updated data and send relevant personalized communication to your users. of consumers think it’s important for brands to automatically adjust content based on current context. 67% Source: Hubspot
- 40. Use Catalog to Fetch Updated Data for Your Personalized Communication Fetching relevant product title, image, and price from Catalog
- 41. Why Catalog Works Catalog fetches updated data, including images, product price, and more. It helps you keep your communications relevant. Relevant Universal Application Automated Updates Catalog is an extension of your personalization campaigns, and can therefore be used across channels. Automate recurring updates of your product catalog and personalize your campaigns with relevant data on the fly!
- 42. Introducing Recommendations Recommendation lets you personalize your marketing communication, based on user behaviour. For example, if a user adds a certain product to cart, you can use recommendation to show a selection of similar products, which the user can consider purchasing as well. of users are likely to purchase again from brands that offer relevant product recommendations 56% Source: Salesforce
- 43. Why Recommendation Works Recommendation upgrades your personalization campaigns with additional information based on each user’s behaviour. Predictive Customizable Universal Application You can customize recommendation for any custom event (such as add to cart) based on your campaign requirements, with fall-back support. Recommendation can be implemented across channels, including web and app personalization.
- 44. Use Case Recommendation based on user behaviour You’ve left Something Behind Products Recommended for You White Top Green Satin Dress Yellow Ribbed Top Beige Crop Top Orange One-shoulder Dress GO TO CART 1499 2499 1499 3499 3000 5499 2499 6499 4999 Highlighting product that was left in cart Showing product recommendation based on add to cart product Can be used for any custom event in your system PRO TIP:
- 45. SAL E Asha, Glad to Have You Here! Use Case Best-selling product recommendation First name personalization based on user attribute Showing product top-selling product recommendation Can also be used to show top viewed products for your brand PRO TIP:
- 46. Hi Emma, Check out our new collection! Frequently Bought Together White T-Shirt 40.00 Add to cart Category: T-Shirts Tag: white-informal-look 1 Use Case Products frequently bought together Using the cart abandonment email to show products frequently bought together Can also be used to show top viewed/ bought products PRO TIP:
- 47. Numbers is what we drive Realtime Product Analytics- Cohesive view of customer activities across your Web & App properties Revenue Dashboard- Complete attribution of Conversions and Bottom-line contribution Segments Analytics- Segment Performance across campaigns Engagement Dashboards- Channels and Journeys effectiveness across campaigns Analytics Realtime Product Analytics Revenue Dashboard Segments Analytics Engagement Dashboards
- 48. Let’s See WebEngage In Action!
- 49. The Integration Constellation Website & App GTM GA WebEngage App Analytics Clarity / Hotjar
- 50. Get Effortless Integration and Increased Conversions with Shopify X WebEngage Leverage Shopify to grow your e-Commerce business and create a powerful customer engagement and retention strategy through WebEngage.
- 52. Session Started iOS 1st Jan, 2023 08:40 Session Started Android 4th Jan, 2022 14:20 Session Started Chrome 12th Jan, 2023 08:40 Session Started Chrome (Incognito) 20th Jan, 2022 08:40 Login with 9029142924 Anonymous browsing continues Login with 9029142924 [email protected] Login with 7977230494 Update Email ID [email protected]
- 53. Devices iPhone 13 iOS 15.2 – 1792 x 828 Samsung S21 Android – 2400 x 1080 MacBook Air MacOS Vienna – 1680 x 1050 PII CUID 10245886 Email [email protected] Phone 1 9029142924 Phone 2 7977230494 Events • Session Started • Page Viewed • Product Added To Cart • User Login • Purchase Completed • Email Updated • Session Ended • Session Started • Cart Abandoned • Incognito Session Started
- 54. Identification Data Behavioral Data System User Attributes Custom User Attributes System Event Attributes Custom Event Attributes Demographic Segment Psychographic Segment Intent-based Segment RFM-based Segment Dynamic Segments Static Segments
- 55. Real Time Analytics Extensive suite of self-serve product analytics to help you gain real-time insights Cohorts Live Funnels Campaigns Segments Uninstalls Events Journeys Paths Revenue Analytics ‸ RFM* Channel Overview
- 56. Funnels Design funnels to eliminate bottlenecks Identify drop offstages in your product and engagement lifecycle, to improve user conversions, through valuable data-driven interventions.
- 57. Events Analyze user behavior on your website, mobile app and in your stores Stitch together high-level insights based on user’s actions and behavior into cohesive marketing strategies, distributed for maximum impact.
- 58. Cohorts Compare how different user groups behave over time in onboarding, registration, purchasing, and uninstalling. Group users based on their shared characteristics. Find out if new users love your product. Dig deep by slicing and dicing data to ask increasingly important and complex questions.
- 59. Uninstalls Prevent uninstalls before they happen Take the guesswork out of churning users. Change your product workflows or increase engagement to stem churn and improve user retention.
- 60. Paths Visualize how users navigate your app & website to identify optimal paths &opportunities for improvement. Paths lets you isolate all the different ways your customers navigate your app.
- 61. Segments Gain deep insights into any segment in seconds Group users based on their persona and behavior. Maximize your ROI by creating marketing strategies tailored to each segment.
- 62. Live Track live stats for your app, website & campaigns Stitch together high-level insights based on user’s actions and behavior into cohesive marketing strategies, distributed for maximum impact.
- 63. Channel Overview Get insights & leverage the channels that work best for your business Compare channels based on reach, traction, budget and conversions to optimize spends and maximize impact.
- 64. Engagement and Revenue Overview Analyze the revenue impact of your campaigns WebEngage's revenue analytics helps you understand the contribution of your campaigns towards your business, in terms of revenue.
- 65. Average Human Attention Span 7 Sec Average Attention Your Notifications Get 3 Sec Did You Know? The Thumb is the most expensive part of a human body? Given the money brands spend to get your thumb to tap equals ~ $2.7 Mn in an individual’s lifetime. Source: mad-over-marketing
- 66. 1.Use a clear and attention-grabbing headline. 1.Use power words and action verbs to create a sense of urgency. 1.Use numbers and statistics to support your claims and add credibility. 1.Use social proof, such as customer testimonials, to build trust. 1.Create a sense of scarcity by emphasizing limited availability or time-sensitive offers. 1.Use emotional appeal and make it relatable to the target audience. 1.Use a clear and specific call-to-action (CTA). 1.Use storytelling to make your product or service more relatable. 1.Use A/B testing to optimize and improve your copy over time.
- 74. There’s a 12% jump in conversion rate every time you add a new channel to your messaging mix!
- 89. How to optimize your campaign performance without the guess work? Multi-Variate Testing Send-Time Optimization Intelligent Channel Selection DND, Frequency Capping, Throttling
- 90. Triggers Actions Conditions Flow Control Gearing up for scale!
- 91. Triggers User or business initiated events that can act as a starting point to automated communication.
- 92. Triggers Occurrence of User- Generated Event Entry / Exit / Is In Segment Change In User Attribute Occurrence Of Business Event For Specific Users In A CSV File Entry / Exit Geo-Fence
- 93. Actions Update User information or simply choose 12+ channels in succession or in tandem, to connect with your audience.
- 94. Actions Send Email Send WhatsApp Send App Push Show In-App Notification Show Web In-line Set User Attribute Send SMS Send Web Push Show App In-line Show Onsite Notification Call API
- 95. Conditions Include periodic checks for event completions and intelligently decide whether to move your users along the journey or exclude them.
- 96. Conditions Is In Segment Has Done Event Check User Attribute Check Best Channel Is User Reachable
- 97. Flow Control Introduce wait gaps to avoid spamming!
- 98. Flow Control Wait For Some Time Wait For Time Slot Wait For Event Wait For Date Split End Journey
- 99. User opens the app and views a product page User adds the product to cart and drops off before checkout User does not make another purchase for 7 days User gets a push notification about a sale that starts midnight! User gets an in-app notification 5-mins later to add the product to the wish list User adds the product to the wish list User get’s a WhatsApp & Email message when the sale starts User gets a checkout reminder on SMS & Push after 10 minutes User completes checkout User gets a 20% off coupon code for next purchase User gets an email & WhatsApp recommendation for complementary products User makes a repeat purchase Creating Journeys To Influencing User Journeys
- 100. Let’s Take You From Using WebEngage Like This: To Like This:
- 101. E-Commerce 1 Reduce Shopping Cart Abandonment With Automated Cross Channel Workflows
- 102. E-Commerce 2 Convert Anonymous Window Shoppers To Known Customers
- 103. OTA 1 Surf Abandonment Journey For Users Who Want To Travel Urgently
- 104. OTA 2 Drive Cross-Sells By Recommending Additional Services To Airline Customers
- 105. Media & Entertainment 1 Increase Free Trial To Paid Subscription Rate
- 106. Media & Entertainment 2 Filter At-Risk Customers With Engagement Scoring
- 107. BFSI 1 Automate Recurring Payment Reminders (EMIs)
- 108. BFSI 2 Automate Form Application, Verification, and Fee Collection
- 109. Ed-Tech 1 Reduce Student Drop-Out Rates With Automated Course Completion Reports
- 110. Ed-Tech 2 Automate ‘Next Course’ Recommendation Post Completion
- 111. Let’s Put Your Learning To The Test. Shall We?
- 112. Hope You Had A Day Filled With Learning! We’d Like To Learn Too. Mind Letting Us Know Your Thoughts?
- 113. We’re Committed To The Cause!
- 114. With