MoEngage, ThinkAnalytics team to deliver hyper-personalised CX | Ad Tech | News | Rapid TV News
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Looking to give brands AI-based tools to optimise omnichannel marketing campaigns for increased user engagement and content ROI, mobile marketing platform and insights-led customer engagement provider MoEngage has announced a strategic partnership with ThinkAnalytics.
THink Anlaytics 11 Sep 2023
Putting the reasons for establishing the partnership into context, the firms say personalisation has become central to any brand succeeding today. They added that the days of publishers deciding and serving content they feel best fits the customer are over, simply because the days of having a choice only between Netflix or Hulu are now over. With the innumerable choices that the customer today has, standing out and becoming the preferred content consumption platform has become a challenging feat to achieve. Personalising customers’ viewing experiences right from the start is a strategy that will always increase engagement and conversions, they concluded.

By way of proof points, the companies noted that broadcaster NBC found that by tailoring its app homepage to customer history, day seven retention increased 2x. They also observed that that personalised recommendations often lead to high engagement rates and loyalty between the provider and customer, citing research published by Towards Data Science on Medium  showing Netflix achieves 80% of viewing through personalised recommendations.

The partnership will aim to allow media and entertainment brands to hyper-target and personalise every viewer’s experience by blending ThinkAnalytics’ data sets on viewer preferences and audience segments - with a brand’s warehouse or CDP - and insights from the MoEngage AI. The companies say brands can use this combined behavioural and CDP data to manage, monitor, and refresh the user experience on the fly, deepening the relationship with users across multiple platforms including social media.

In addition, the partnership will look to allow brands can now optimise the customer/viewer experience right from onboarding all the way through to re-activation. During onboarding, the combination of the firms’ technologies will enable brands to build a 360-degree profile for its anonymous users on web and app. This in turn helps them serve personalised, dynamic, on-site and in-app messages to nudge the anonymous visitor to complete the subscription process. Moreover, they say insights available to brands, like viewing behaviour and preferences, in addition to demographic data, helps them personalise engagement, increase platform usage, and even re-engage with dormant customers.

“In the times we live in today, publishers no longer decide the best content to serve to their viewers and customers. Today’s customer is used to having options available to them for everything,” commented MoEngage CEO & co-founder Raviteja Dodda. “This isn’t just true for the retail and E-commerce brands but also for the OTT and Entertainment industry. Providers have to fight tooth and nail to get their customer’s attention and keep them coming back in this race of digital-first, highly-personalised consumer experiences.”

Samuel Sweet, international CEO at ThinkAnalytics, added: “The combination of our AI personalisation and content discovery with MoEngage’s analytics and omnichannel engagement gives customers the power to increase engagement and drive loyalty. With common customers - such as Britbox International, Sony and Deutsche Telekom - we can now demonstrate how such brands can benefit from our combined solutions to hyper personalise cross-channel communications and targeted marketing campaigns.”