IBC: MoEngage Partners With ThinkAnalytics To Help Deliver Hyper-Personalised Customer Experiences

MoEngage, a provider of mobile marketing platforms and insights-led customer engagement, announced its strategic partnership with ThinkAnalytics, an Emmy-winning, AI content discovery and recommendation platform. This partnership will give brands AI-based tools to experiment with strategies and techniques that optimize omnichannel marketing campaigns for increased user engagement and content ROI.

The companies said this strategic partnership “will allow media and entertainment brands to hyper-target and personalize 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. 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 social platforms, email and more.”

Personalization has become central to any brand succeeding today. 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 past us. 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 your customer’s viewing experience right from the start is a strategy that will always increase engagement and conversions.

NBC found that by tailoring its app homepage to customer history, day seven retention increased 2x. Personalised recommendations often lead to high engagement rates and loyalty between the provider and customer. According to Deep Dive into Netflix’s Recommender System published by Towards Data Science on Medium, Netflix achieves 80% of viewing through personalised recommendations.

This strategic partnership arms brands with the capability to optimise the customer/viewer experience right from onboarding all the way through to re-activation. During onboarding, it enables brands to build a 360-degree profile for its anonymous users on web and app. This in turn helps them serve personalized, dynamic, on-site and in-app messages to nudge the anonymous visitor to complete the subscription process.

The rich insights available to brands, like viewing behavior and preferences, in addition to demographic data, helps them personalize engagement, increase platform usage and even re-engage with dormant customers.

Raviteja Dodda, MoEngage CEO/co-founder, said: “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. 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-personalized consumer experiences.”

Samuel Sweet, International CEO at ThinkAnalytics, added: “The combination of our AI personalization 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 personalize cross-channel communications and targeted marketing campaigns.”

The two companies will be at IBC, (Sept. 15-18, RAI Amsterdam, Stand 5.B82).