Myntra, a leader in Indian fashion e-commerce, deep-dives into Zapr data to understand their app users beyond organically available purchase data. Juhi Singh, Manager of Consumer Research & Insights at Myntra, talks about how TV-to-Mobile segmentation enabled them to profile users holistically and create a highly relevant app experience.
“We recently took up a big segmentation research at Myntra, wherein we already had the purchase data for 21 million consumers on Myntra who had ever logged in, or purchased or made any transaction on Myntra. However a lot of them did not come back to us. The problem we were facing were largely with respect to dormants and lapsers. Either they have lapsed back or created a new ID, or are still transacting with us or transacting with competition, we really didn’t know. And if they are transacting with competition, what went wrong? We really didn’t know. So internally there was a segmentation research which was taken up, based on their recency and their revenue contribution to Myntra: How have they been making those transactions? What is their behaviour on the app?
“We wanted to understand each and every consumer holistically… We started looking at their TV consumption on a daily basis for the past six months.”
“However, more than that, let’s say they’re browsing on the app, but not buying, Why are they not buying? Those answers were still not there. We wanted to understand each and every consumer holistically. For that there were multiple pieces of data points that we were looking at, and one of them was of course Zapr. We got a good match rate between Zapr’s 40+ million user-base and Myntra’s 21 million user-base. For these set of users, we started looking at their TV consumption on a daily basis for the past six months, so that was a humongous piece of data that we were looking at, with around 2 weeks turn-around time.
“We got great insight in terms of what kind of ads these users are viewing… what kind of creatives we should push to them, what kind of experience [users] should have on the app.”
“I’m really glad to say that work just happened seamlessly, we got the data in almost no time. We also got great insight in terms of what kind of ads these users are viewing. As a matter fact, we knew from the Zapr data that if they have seen a Myntra ad or if they have seen an Amazon ad, what transaction they have made on Myntra app. This helped us to create a lot of profile based segments than just looking at their purchase behaviour. That has led to a lot of customization efforts that we are looking at, in the future. This has served as a humongous piece of information in terms of actually knowing if somebody’s actually buying say a western wear and she’s also watching a particular genre on TV, what kind of creatives we should push to them, what kind of experience she should have on the app?
“We have also looked estimating each of these profiles and their behaviour, so we’re looking at data fusion and many such exercises. In terms of data quality, Zapr’s data was really helpful to actually connect the dots. I’m really glad that we have such a panel existing right now in our lives, and I would definitely recommend it to other clients.”
