Adda247 is India’s largest vernacular test prep platform catering to the learning needs of 50 mn students each year. This multilingual ed-tech platform provides 360-degree learning solutions for all major Indian competitive exams.
The brand realized that the declining engagement rates required them to analyze customer behavior. Currently, they were not analyzing campaigns to understand customers' usage and interest of the platform. They also knew customers were abandoning the tests but did not have any data at which stage.
The brand needed an automated analytics tool that will automate customer behavior analysis by removing human intervention.
MoEngage helped us bring in automation for some very crucial activities while allowing us to map customer behavior across our app. After utilizing Analytics, it has become easier to understand our customers, their interests and intentions. Thanks to MoEngage, we are able to implement data-backed campaigns.
Before using MoEngage, Adda247’s marketing team had to rely on a lot of human intervention in order to analyze and use consumer behavioral data. Having the email and analytics into one platform helped the team greatly. Using MoEngage Analytics, they can identify relevant segments and initiate campaigns from the same screen.
This helped Adda247 reduce human invention. Today, 90% of their data analysis is automated and the team rightly spends their time on strategy and the creative aspects of marketing.
Adda247 created multiple custom dashboards for marketing, test, purchase, free content activities. This helped them to understand the performance of the campaigns on a daily basis. Regular campaign analysis helped Adda247 to send personalized communication based on customers’ interests and intent.
This personalization helped to increase engagement.
With MoEngage, the Adda247 team could clearly understand customer behavior and could also run data-driven engagement campaigns. Using MoEngage Analytics, they were able to analyze customer behavior like app usage, in-app activity and specific drop-off points.
• 90% Data analysis automated through custom dashboards
• 72% Time saved on a manual intervention
Using behavioral analytics, they were able to create customer engagement campaigns that reached the right customer at the right time and nudged them to perform the desired action. They also used MoEngage’s email capability to connect with customers and re-engaged them with personalized content.
Having email and analytics on one platform helped the team greatly. They could therefore identify relevant segments and initiate campaigns from the same screen. This also led to lesser need for intervention from the team and helped them focus on the creative & strategic aspects of marketing instead.
