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Event Analysis Aids Campaign Optimization For Tata CLiQ Luxury

Objective

Tata CLiQ Luxury is India's premier luxury lifestyle platform. 

Our aim was to scale up iOS app user acquisition while maintaining strong post-install purchases rates.

Strategy

We designed the following strategy by planning the perfect mix of Media & Analytics:

  • The customers were dropping off while using the app. We wanted to identify the reason behind these drop-offs & optimize for in-app campaign events. 
  • Enriched the micro-level data by understanding breakdowns of all the probable levers that could be utilized while launching a campaign. The post-app-install customer journey mapping helped in micro-level tracking that provided valuable insights to the media team.
  • Team also recognized the media source bifurcation leading to attributes of Installers.

Execution

With the help of a Raw data report in ‘AppsFlyer’, the team stitched an event wise journey of the user with the breakdowns of media source and other dimensions such as demography, operator. 

As a result of this micro-level funnel tracking, we were able to identify the series of optimal events by breaking it down into dimensions. 

Eventually, this helped the media team to optimize for conversion events instead of optimizing AAA campaigns on install. The insights provided with assistance rate to each event basis the platform source.

Client Testimonial

 

“The team at Merkle Sokrati found the perfect mix of Media and Analytics strategy, with AppsFlyer and micro-level funnel tracking they knitted an event-wise customer journey and the entire campaign helped us identify customers’ drop-off points and optimize for conversions.”

Kruti Shah

Assistant Manager - Performance Marketing, Tata Cliq Luxury

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