Transforming customer experiences has been a top priority for marketers for some time, however, a large percentage of marketers seem to be struggling to do so in a scalable way.

We sat down with Vishal Anand, Chief Product Officer at CleverTap, to discuss:

Ways in which marketers can use technologies like Artificial Intelligence(AI)/Machine Learning(ML) to provide contextual and relevant customer experiences.

How a mobile app company with monthly active users of 20 million or more can deliver consistent end-to-end user experiences at scale.

Q1: With the advent of AI/ML-based technologies, how can modern marketers provide exceptional customer experience across the user journey?

Vishal: Today, customers interact with a brand on multiple channels including email, mobile, web, social, retail stores, and customer support. All customers expect a personalized experience with the brand — no matter which channel they connect from.

Moreover, they expect personalization beyond including their first name in an email or changing the language of the message. Customers expect you to send offers and recommendations relevant to them, specifically. They are even willing to share their personal data for this level of personalization, according to a recent survey by Salesforce.

Mobile apps with millions of monthly active users need to leverage emerging technologies like AI and ML to deliver personalization at scale. Typically, modern marketers are leveraging AI and ML to deliver relevant and contextual user experiences across the 3 W’s of a campaign:

Who do you want to send your campaign to? Marketing functions use AI to automate the segmentation of an audience.

What message do you want to send to your users? They want to hear about product recommendations and offers, customized to their needs.

When do you want to send it? It’s not just about sending the right message, but also delivering the message at the right time.

We are seeing our customers do some amazing things across the 3 Ws. Let’s start with Who should receive your campaign. Our client, Fandango Latin America, region’s leading online movie ticketing service, uses artificial intelligence, based upon past user behavior, to predict future outcomes. They then use that data to further segment their audience.

Using CleverTap’s Intent-Based Segmentation feature, Fandango Latin America proactively micro-segments its install base of almost 1 million users based on the likelihood of uninstalling the app. They then send targeted campaigns to these micro-segments of 2,000 to 3,000 users to reduce uninstalls and lower campaign costs significantly.

For the ‘what’, we are seeing customers leverage CleverTap’s recommendation feature that uses complex machine learning algorithms like neural networks to understand user behavior over time. They can use these recommendations to send dynamic, personalized content recommendations across channels based upon their preferences.

With CleverTap, marketers don’t have to go to the trouble of asking their data scientists or product teams to help identify their audiences and write models to find the right content recommendation for each user. With AI, it is quite literally automated and 1-1 which makes it very exciting.

Lastly, the ‘when’. Our customers use CleverTap’s best time to deliver feature that allows marketers to send campaigns when the user is most active on the app, thereby increasing the chances of user engagement.

For all of this to happen, a brand needs to have unified view of the customer, that should have user data like demographics, age, gender etc. accumulated over time as well as real-time behavior collected from all touchpoints and sources. An infographic showing a unified view of the customer is below.

User Activity

Q2: How can brands have a holistic view of a user across multiple online and offline channels?

Vishal: Operating in an omnichannel world, user data comes from multiple sources: both online and offline. Because of this, it’s important to consolidate data coming from various channels.

Typically, a marketer uses multiple technology platforms to engage and analyze an audience across multiple channels.

Marketing Technology Stack of a Mobile App Company

All these platforms add to the Colombia Phone Numbers List cost and require extensive training for various platforms. As the tech stack grows, the accuracy of data also becomes questionable as how do you merge data of one user from various platform, especially if an app has 100 million monthly active users (MAU).

In this scenario, technology platforms accessing data for insights need to integrate to provide a 360 degree view of the customer.

Top-performing organizations consolidate their marketing stack by using platforms like CleverTap which allow you to:

integrate data from external platforms.

store and analyze huge volumes of user data and real-time customer interactions across an end-to-end customer journey.

enable micro-segmentation.

generate intelligent insights for analys