AI-Powered Hyper-Personalisation with a Composable CDP to Drive Exponential Growth
Challenge Overview
Experienced low engagement rates across paid and owned channels (SMS, Email, WhatsApp, Push), resulting in linear rather than the desired exponential revenue growth.
Impact Metrics
~150% Increase in Total Revenue
~125% Increase in Total Transactions
Solution
Collect: Composable CDP (Foundation)
Built a 360° unified customer view on Google Cloud (BigQuery) by integrating diverse customer data. This included Consumer Attributes (Demographic, Psychographic, Technographic), Behaviour & Interaction (Website/App via GA4, Communication opens/clicks), and Transactional Data (Purchase history/details, payment method, order value).
Analyse: Segmentation & Predictive Modelling
Enhanced personalisation capabilities by implementing ML-driven segmentation (including RFM) and predictive modelling to optimise customer behaviour analysis, channel propensity, and communication timing/frequency.
Activate: Customer Engagement Platform & Hyper-Personalization
Utilized MoEngage to orchestrate hyper-personalized, automated omnichannel journeys (Email, Push, WhatsApp, SMS, On-Site) and implemented targeted campaigns across specific funnels (Cart abandonment, Failed payment), lifecycle stages (Onboarding, One-time orders, Subscription Renewal, Upgrade to subscription), and feedback collection points to deliver the right message at the right time.
Role & Responsibilities
Overall Strategic Input, Execution, CDP Architecture, Stack definition, Media and Marketing Inputs, Tech and Analytics, GA Implementation, Migration to GA4