Uses Analytics For Greater Personalization

by CXOtoday News Desk    Jun 10, 2014

manager, one of India’s matrimony portals is using IBM Big Data and Analytics technology to drive personalized marketing campaigns to match potential partners faster and attract more subscribers.

Faced with an ever-increasing amount of data to sort, generate, analyze and match, has 350 micro websites which is frequented by over three million subscribers, they needed a reliable and scalable analytics platform to support several petabytes of data and deliver near-real-time responsiveness.

Working with IBM and using Big Data and Analytics technology, including IBM ExperienceOne and SPSS predictive analytics software, the online matrimony service can now deliver more personalized services to their subscribers. “Analyzing vast amounts of data within a short span of time is tough. We wanted an enterprise wide marketing suite that would help us put the customer at the center of our operations and maximize our marketing efforts.

We approached IBM for an integrated solution which could offer us actionable insights  - more than just connecting the dots - but rather an innovative way to market our business. We needed an automated campaign that provides us with accurate direction. IBM’s solution will help us push the boundaries, achieve accurate results when it comes to targeting subscribers and improve our bottom line.” said Jayaram K Iyer, Chief Strategy & Analytics Officer,

IBM’s Big Data and Analytics technology is helping address its global and diverse customer base with effective and relevant messaging based on member-interaction history. By capturing customer data from multiple channels including email, SMS, banner ads (across the website), telesales and from their retail center, the data is being used by the company’s management, sales and marketing teams to assist decision making.

The analytics technology is supporting to drive targeted marketing campaigns to the right subscriber, at the right time and improve personalisation for greater customer satisfaction.

“Creating insights from the vast amount of data being generated today is key to every industry or sector. This is especially true when it comes to clients in the online domain. IBM is delighted to partner with and add value to them with our IBM ExperienceOne and SPSS predictive analytics capabilities. The solution will help them better use their data for insights and deliver integrated marketing messages to target subscribers better, ultimately helping them match more potential partners.” said Jason Mosakowski, Director Software Sales and Marketing, IBM India/South Asia.

In India, the business of matchmaking is fast evolving. The traditional practice which was once strictly managed through family connections and word of mouth, is fast evolving to include mobile and social technology, becoming the medium of choice for meeting potential partners. With over 8000 new subscribers added daily, is one of the fastest growing matrimony internet conglomerates in the world with a presence in India and across South Asia, the UK, US, Dubai, Sri Lanka & Malaysia.