The world is cluttered with data and content. Whether it is a product on an ecommerce site or breaking news on a news app, push notifications and in-app messages clout our mobile space all the time. And with data being available so easily, acquiring users is not a problem anymore for businesses. The real problem is how to optimise the acquired users.
“This is the place where Indian companies face less convergence than their US counterparts... The solution is delivering right content to right people,” said Umair Mohammad, co-founder of
In simple words, if a person is a women and she is constantly fed with newsletters about 50% discount on Gillete shaving kit, chances are lean that she will ever click on it. It is likely to end up in her trash folder.
So it is a loss of revenue for the business, he said. Hence there is an urgent need to personalise consumer experience through intelligence. And, start-ups are harnessing this problem to change the way the world views content.
Whether it is an ecommerce site or a news website, get feeds of only the things that are of interest to you.
“If you are interested in action movies, you will only get notifications about the new releases of action movies...CleverTap with BookMyShow is doing this,” said Anand Jain, Co-Founder, CleverTap.
The data is obtained from a user’s browsing history, said Umair.
“You add some item in your cart, you browsed some items. You opened the newsletter but did not click. What could possibly be the reason? We leverage on these facts,” he added.
The main purpose is to give the user enough impetus to click on the mail, he concluded.
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