Author Archive

A/B Split Testing: An old fish in a Pond

A/B Split testing is no more traditional. Get it done with RTP fied Image Optimizer :)

A/B Split testing for email campaigns is now like an old fish in the pond of email marketing. Email Marketers often ponder about effectiveness of A/B Split Testing and confront some tough questions. Have we really achieved the targeted ROI? Is Split testing really about being a winner and a contender? Have we lost some prospects by choosing to be a winner? Is being a contender a good choice at all?

A/B Split testing is about the competition between Hulk and Batman on two different tracks. So how it would be if we can create a ‘Hulkman’ that embraces the power of both? Nice! Yeah it would be wonderful.
In traditional A/B split testing, we compare the opens or clicks or both and the best performing subject line of Email gets deployed to rest of the consumers. But we wanted to make a third campaign with each best part of both campaigns so we came up with Image Optimizer.
Image Optimizer is a lab where we can create Hulkman. But How?

Image Optimizer optimizes the images used for campaigns based upon CPM. Let’s consider a scenario where, in case of A/B Split testing, the open rate is high for Hulk because of subject line and click rate is high for two images but rest of the images are rarely clicked; whereas in case of Batman, the email is losing because of the subject line and two images could not get much clicks but rest of the images are getting better clicks than Hulk. In this scenario A/B split testing will not send the right campaign to consumers. So, Image Optimizer will optimize all the images for Hulk and Batman and for final campaign optimized images will get served as Hulkman. Eventually, the final outcome will be a high performing Email with a catchy Subject Line and popular contents as demonstrated by the unique feature of Image Optimizer.

(Contributed by: Mr. Ravi Bhusan Singh, Software Engineer, Kenscio)

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Little Pleasure of Life

Our focus on our work can sometimes isolate us from everything else. But on 9th of September, this isolation was broken by a birthday celebration at our Delhi office. This is my first job & I was expecting birthdays to be a somber affair. However I was pleasantly surprised by the extent of the celebration.

The birthday celebration was of our very own Vinny Abhishek. He aspires to buy a Honda Accord this year (although initially he wished for a Bentley). The cake cutting ritual was followed by birthday bumps and smearing his face with the pineapple cake. There was also a lot of friendly banter going on. I have to admit the birthday bumps did scare me and Vinny would have found a bit difficult to sit after the bashing.

What I like about our Delhi office is that everyone knows each other by their name. In an era of larger offices where the CEO does not know the name of its employees, in our small Delhi office, everyone from the office head to the office boy came together to celebrate the birthday of Vinny.

(Contributed by: Mr. Sharad Agarwal, Manager-Client Success, Kenscio Digital)

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How optimizing your acquisition through E-Mail with CLV can multiply your revenue?

I will not be getting into the Do’s and Don’ts of acquiring customer through E-Mail and gaining momentum with CLV through various touch points and blah blah blah..

It is so stodgy that it hits my central nervous system badly, reminding me of a forced training and a manual guide of making things work in a way it is written!

Let’s dive into our circadian life, with some very interesting affairs! Everyday (More likely) we go to our nearest departmental store for our daily needs. It could be rice, soap or salt, regardless of the fact that how much square feet of a surface that store has occupied till the time it fulfills my need- Does this statement tie some business knots? Yes! It does. This affirms that we as an end user can go to any of the vendor/advertiser if he supplies/fulfills my requirement. Questionably I may not buy but I will go.

What Next?

Two examples to be cited:

A.)    I visit my nearest store for the very first time and enquire about the product that I need, may be a soap. While glaring at the stacks for my soap, the shop owner scans my eyes concurrently and finds me unacquainted and puzzled. Post that he asks some questions to explore my need. He then suggests the soap, which I like, or which fits my LSM score (Point to be noted, he just made a guess, might be a wild one). Conversation does not end here. He continues with some more questions like where do I live? He has not seen me before. What do I do? Who all are in my family and all! At times the gentleman who is also the custodian of the cash-counter may end the sales with a chocolate, as a freebie with a smile– Is there any core business fundamental you are able to see? You are right- He identified me as prospect, other than the transactions; he explored the future business by asking all relevant questions to me. Taking out time in knowing me, he tried to ensure my future visit. The freebie was an absolute relationship strengthening exercise.

B.)    Have you ever scrutinized your own action during the evaluation of a nearby departmental store on how economic he is! The first thing you do is you tend to ask the rates for products like Sugar, Rice, Flour etc., because, you border on the rates for the mentioned stuffs and then you see the quality.

During my first visit to the nearby grocery store to purchase my monthly household goods, I throw him a list of edibles starting from Rice to Roasted peas and sauce to salt. You know what! He will quote or charge me a very competitive price which I may not get even from the big retail chains for my much needed consumables which are rice, sugar, pulse etc. For rest of the rations, you will be charged a rupee up or down!  – Any business Logic? You guessed it right- just by reducing or being aggressive on my “must” consumable items; he suddenly gained my trust and faith. I have an inclination now. I started believing that he is genuine, competitive and affable. It means, he has calculated the revenue generated with the current purchase and approximated or predicted the future cash flows from me. In marketing, this is what you called “customer’s lifetime value

Regardless to say, on the various touch-points he bundles the product for me, offers something of great value, gives me credit and stuff like that- again, a marketing tactic or a strategy which has been created for me, which is relevant to me and that has been delivered to me in a way I liked it to be.

Relatively, that is the fundamental of every business, it is happening in our everyday life, which goes un-noticed from the core of marketing perspective.

This is being effectuated by a local small grocery store, which would not be catering to more than 250 households (roughly) in metros. Don’t you think it is doable, attainable and can be executed by big entities like yours too?

Why through e-mail is simply because, out of the total Internet population which is 243million as of June’ 2014 (IAMAI & IMRB, 2014), 80% use Internet to access emails.

That’s not all! The benefits of acquiring customer through emails are many. To list down a few: –

  • E-Mail is the most cost effective marketing tool.
  • During a survey done by Forrester Research, Marketers said that they enjoy the ROI by two to three times greater with email marketing than any other direct marketing channel.
  • An immediate attention with multiple links and CTAs are viable
  • The superlative degree of segmentation is possible.
  • Highly measurable which ultimately drives and boost your sales by up sells and cross sells.

 

So what have to be the action points?

  • Find out the right partner who does not require spoon-feeding, who are best in class, who embraces innovation, spends in developing employee’s skill-sets, and treats you as a partner.
  • Create/Source/Rent out the valuable and qualitative e-mail list of prospects. Deliver them the right content.
  • Feed curiosity. Remember you are now dealing with “Generation Z”
  • Get ready with your creative for every dimension.
  • Do multivariate or AB testing (Whatever suits). It’s imperative. Early monitoring is like tasting the food like a chef.
  • Be innovative & reasonable in bringing your customers on board.
  • Create various touch-points.
  • Do research and segmentation. Reduce the manpower dependency. Espouse technology. Remember- your consumer is everywhere and doing the best use of the technology.
  • Convey or communicate what your consumers want to listen to and accelerate their interest.
  • Be relevant and rewarding.
  • Drive engagement.
  • Try to recover the lost opportunities, which might be accountable for as big as 40%
  • Seek their advocacy or evangelize your communications and offerings.

Remember the theory, which has been cited in the aforementioned example, is a proven one. So, do not romance with it, execute it.

Call your mind for that grocery store owner, who, how effectively identified the prospect, probed, suggested, sold, been aggressive on pricing, secured the future business, created multiple touch-points, gave value adds and had thereby owned a customer for a life-time which essentially would be doing his advocacy.

The striking part for you is- Maximize & Multiply your revenue :)

What else? Isn’t it a good food for thought and a lesson to think through?

“Execute nicely or be executed nastily”

(Contributed by: Mr. Kumar Awanish, AVP- Strategy & Innovation, Kenscio Digital)

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Responsive who?

Responsivemailers

Cross-screen Engagement (Responsive Design)

To answer that – Well, every major brand and enterprise, practically everyone who is serious about their digital efforts paying off is going responsive. Chant “Stop, look and go responsive“.

One size fits all is a catch phrase even the clothing industry is weaning off of.

Stop thinking in terms of web pages and email templates, its’ time to start thinking browsers, devices and platforms. There is an ever-increasing onslaught of novelty in hardware, and screen sizes are moving from large, medium, and small to everything in between. We are left with no choice but to turn to a fluid design in our content.

There are numerous statistics to show that mobile penetration is surpassing all device usage records. Almost 90% urban India is suitably equipped to access and consume digital content across platforms and devices. Companies therefore must respond and change the way this content is being served.

Why Responsive?

Effective Time Spent on Content

Instead of multiple fixed width layouts, serve fluid grid layouts. Images, copy and call to actions are sized up perfectly to suit the device and platform. Consumers spend less time zooming in and out or scrolling sideways and more time actually engaging with your brand through the website or email.

Engagement

Email templates created with a responsive design are known to show twice as much engagement as traditional email. Given the fact that a growing majority mobile users are accessing emails on mobile, it’s imperative that your brand and message is not just visible but clear and conspicuous and designed to fit!

Avoid accidental clicks

It will drastically reduce the rate of unwarranted or accidental click-through. Customers who intend to click on a certain call to action will do so based on pure intent and not mistakenly land up their trying to navigate on an unresponsive design. Thus your metrics convey a truer picture.

How Responsive?

 There are specialists in the field offering custom web designs, email designs to suit every budget. Large enterprises have teams and agencies.

 We at Kenscio specialize in offering you the best in class responsive email design, suited and booted to your specifications with turnaround times that surpass industry standards- Pixel perfect magic at your service!

 Check out  www.responsivemailers.com for more !

(Contributed by: Arzoo Amrita Mann, Sr. Manager – Client Success, Kenscio)

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Cater to the falling attention spans!

cater to the alling attention spans

It took me 3 attempts to complete this sentence. I was distracted by 2 emails including one promotional, one a WhatsApp message and a Facebook notification.

We’re surrounded by devices – the growing barrage of alerts notifications tweets and whatnots is deafening – not to mention – alarming!

Where does that leave an email marketer – who has to address a prospect with an attention span shorter than that of a goldfish – I’m serious!! Check it here 

Before I lose you to the next diversion, let’s focus on the following:

1) Subject Lines

  • Cut the frills
  • Talk shop
  • Limited Adjectives

2) Call to action

  • 1st one as close to the top 20% of the creative
  • 1 to 4 call to action buttons
  • Try to use Call to Action buttons to distinguish behavior

(Click to categorize)

3) Use advanced techniques

  • Countdown timers, inventory counters etc.

4) Use Social Proofing

  • exhibit social proofing
  • avoid luring the prospect away from the proposition to other social media links

If you’ve reached here, some of my pointers have worked.

Leave an Aye on this post and come back for more tips.

(Contributed by Mr. Amit Sarna, AVP – Client Success, Kenscio)

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Kenscio gears up for Teradata Connect 2014

 

With just a few hours left for the mega-event of global marketing pioneers, Kenscio’s spirit is all high now. An official showcase sponsor of Teradata Connect 2014, Kenscio will be launching the Real Time Personalisation (RTP) to hundreds of top-notch marketers from Europe and across the World. The creative demonstration of this unique product is definitely going to be an eye-catching spotlight in the event.

The event is focused on the true and combined power of data-driven cloud marketing and digital marketing. A number of inspiring Keynote Speakers and Industry Pioneers will attend this show addressing hundreds of delegates from around the world. A few renowned names amongst them are:  Dan Cobley (Google, Managing Director UK & Ireland), Nate Elliott (Forrester Research, Vice President, Principal Analyst), Nicola Mendelsohn (Facebook EMEA, Vice President), Dean Richardson (Xerox, Head of IT), Stephen Attenborough (Virgin Galactic, Commercial Director), Hermann Wimmer (Teradata, President International), Volker Wiewer (Teradata, Vice President, International, Marketing Applications), Mark Ash (Teradata, Director Teradata Interactive UK) etc.

Meanwhile, Kenscio has already made its presence felt at Stamford Bridge-London, the official venue of this event. The management team attending the event comprising our CEO Mr. Manjuanatha KG, CBO Mr. Saurav Patnaik are accompanied by the Director of Data Services and two of the Senior AVPs from Client Success and Strategy & Innnovation respectively.  The team has been in London for the launch and demonstration of RTP and for sharing their insights into the world of Real Time Content Personalisation.

Follow us on twitter(@kenscio) for more updates from Kenscio’s RTP team.

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First Annual Digital Marketing Report-2014 released by Kenscio

With the successful completion of digital marketing survey “Kenscio Motto 2014” conducted earlier in this year, Kenscio has released an insightful, strategically analysed full length report based on the participant marketers’ responses. Titled “Futuristic Digital Marketing in India”, this report attempts to provide a comprehensive compilation of thought-provoking and action oriented insights for digital marketers.

The survey was based on a set of market-centric inputs derived from Kenscio’s vast experience of serving the digital direct marketing industry in India. After compiling and analysing the responses gathered from more than 250 marketing professionals, many surprising findings popped up out showing significant consistencies and patterns in strategic level of thoughts across industries.

 Digital Marketing Report Cover Graphics

Here is a few interesting and mentionable points:

  1. Higher number of multiple channel oriented marketing activities observed across all industries. 61% of marketers are likely to deal with multiple channels and media with proper optimization proper optimization and smarter budget allocations.
  2. Retention strategy shows a uniform pattern, more than 59% marketers focus on conversions factor, i.e. converting non-buyer and one time buyer to regular purchasers. 35% marketers prefer brand loyalty as a more important factor.
  3. As far as spending pattern across various media channels is concerned, 76% invest in social media followed by Electronic direct marketing (57%)
  4. For maximum client acquisition, both social media and Email marketing receives similar preference (69% in both).
  5. 39% of marketers associated with Advertising/Digital Marketing industry prefer Real Time content personalisation as one important aspect of customer acquisition strategy.

The report has also elucidated key actionable points based on the observations. Moreover, it has extrapolated its findings by revealing some interesting facts from three industries and their marketing strategies including Digital Marketing/Advertising, Online Portal and E-commerce Industry in India.

It is mentionable that around 33% of total participants belong to top level of management hierarchy (Founder, CEO, VP, AVP, and Director etc.) and 54% belong to Mid-level management.

To download the complete report, please click here.

 

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Winners of iPad Mini- Kenscio Motto 2014

A big thanks to all who made Kenscio Motto2014 a splendid success. The compelling reason to drive this campaign was to get an idea on what digital marketing folks have in their mind for this calendar year.

As you all know, that because of a soaring number of entries we have received, we have added another layer to the contest before announcing the final crown (iPAD Mini). In the first round of selection we had 37 winners who have been given a writing instruments as a token of appreciation for taking out their time.

Here are the two winners:

Mr. Boniface Noronha from HDFC Life &

Mr. Inaam Hussain from Interactive Avenues

Kenscio Congratulates to both of you for being part of the contest. We wish you all the luck for your assignments and appreciate your significant contribution and far-reaching vision.

Since a lot of advertisers have burnt their hands in new acquisition (Investing a hefty amount with no sign of CLV and Engagement), now is the time they sincerely feel that retention is the way ahead. We have had some great findings on the basis of the feedback given by all the participants.

On Retention here is the stats how marketers (Who have participated in the contest) have had their road-maps in place for this calendar year.

“Converting Non-Buyers into Buyers” is the focus area for 27% of marketing folks.

–        Out of these 15% want the delivery of relevant and real time content.

–        43% has a vision of doing direct marketing in a highly personalized 1:1 communication.

–        & 42% believe that they should understand the consumer’s behavior, demographics and psychographics in a better way to achieve their marketing objective.

24% marketers feel that “Converting one-time buyers into repeat purchasers” is the first and foremost KRA for them.

–        Out of which 17% has the priority of delivering the relevant and real time content.

–        However, 62% wanted to do the highly personalized and contextual communication.

–         & 21% believe that understanding of Consumer segmentation would be the high intensity objective.

35% Marketing people shown their firm belief in “Increasing the brand loyalty

–        Where 1:1 communication was the priority for 36% of universe.

–        Understanding the consumer segmentation as a whole was the transcendence for 38% of participated contestants.

–        26% of people believe in delivering relevant real time content.

9% of people think that they are more focused towards having the “Repeat buyers with increasing CLV”.

5% want to “Reduce the customer churn rates”.

Let us notify you that the aforementioned retention plan’s stats have been fetched from 12 different and significant industries(Ecommerce, Healthcare, telecom, Banking & Insurance, Travel & Tours, Jobs & Recruitments, IT- hardware, Digital advertising agencies, Retailers, B2B marketplace, Real estate, Education).

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Cricket Fever with Kenscio’s Thermometer

Zillions of crazy Indian cricket fans were winding up their work in a Jiffy to cheer up their heroes, while we @ Kenscio were busy in developing a count-down timer in an e-mail communication to be sent by Star Sports (We call it Intimate Communication) which gives them a goose-bump with a ticking clock asking them to go home early.

With this they did not require their wife, husband, friends & families to give them a reminder. Along with Star Sports, Kenscio have done this task for them like one of their close acquaintances. We understand the urgency and we make it fine-tuned too.

With  an engaging content, Star Sports wanted their real heroes (Their consumers) to be well and advanced informed. Here is how Kenscio did the fulfillment:

Real Time Personalised Email

Real Time Personalised Email

 

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Congratulations to all the winners of Motto 2014- Level 1

Manish Pajan
Head – Marketing Development
Mahindra Holidays & Resorts India Limited
Subir Singh
Sr. General Manager – Marketing
HeadHonchos.com
Sandeep Singh
Head Online Marketing
HT Media
Mitesh Soni
Media Executive – Media Planning & E-commerce
Neo@Ogilvy l Ogilvy & Mather
Sistla Phanidhar
Assistant general manager
Lanson toyota
Kaustav Mukerji
Marketing Manager | Digital Media
Bharti Airtel Limited
Bedant Das
Manager E-marketing
Pacifica Companies
Vineet Verma
Promotions & Information Officer
Department of Information Technology
Guruprasad Nayak
Marketing Communications Manager
IDE-Global
Abhilash Pillai
Director – Online Marketing
Australian Cruise Group
Praveen Meloth
Head Digital Marketing
Babyoye.com
Vijaya Lakshmi
Marketing and Digital Comms Manager
Capgemini
Naga Jyothi Kiran Busam
Campaign Trafficker
Ybrant Digital Ltd
Sandeep Vadnere
Associate Vice President – Technology
HeadHonchos.com
C.Dinesh Nair
Senior Director Marketing
Sulekha.com
Manish V. Dhanwani
Manager – Marketing
BookMyShow.com
Salil Shankar
Director – Search
Isobar
Hitesh Shah
Web Developer
BookMyShow
Anushree Garg
Senior Internet Marketing Specialist
Bajaj Capital Ltd
Akshay Chaturvedi
Business Head, ZigWheels.com
Times Internet Limited
Lakshya Khanna
Manager – Digital
Mindshare
Akhilesh Sabharwal
Associate Director, Digital & CRM
WPP Global Team Ford, India
Navin Modi
Head – Online Marketing
Play Games24x7 Private Limited
Praveen Kumar
Head – Product and Online Marketing
Findmyghar.com
Satheesh Kumar
Online Marketing Manager
Fundsindia.com
Srinivas Reddy
Manager – Digital Marketing
Indus Health Plus
Nagendra Singh
Digital Strategist
Wunderman/WPP Global Team Ford
Himanshu Bagga
Offline Marketing – Customer Retention & Loyalty
Flipkart.com
Kiranjeet Singh
Marketing Manager
Sterling Holidays Resort India Ltd
Toshal Shenai
Account Manager – Digital
Isobar
Manish Sharma
Sr. Data Analyst
Wunderman
Satyaprem Upadhyay
Brand Marketing & Solutions Specialist
CNBC TV18
Ankur Soni
Business Group Head
Maxus
Mustafa Syed
Director Media
Isobar
Udaibir Singh
Manager Digital
Star Tv
Priti Bihani
Associate Manager – Business Leader
HDFC LIFE INSURANCE
Vivek Pai
Manager – Direct Marketing
Aimia Inc
Pritesh Desai
Founder
Inventika Solutions
Kasturi
ASST. MANAGER
TATA MOTORS
Nitin Walia
Co-founder, Director
Grey Head Media
Aashutosh Chaudhari
Vice President, Marketing and Product Management
Live Sports365 E-Retail Pvt. Ltd.
Abhishek Joshi
Marketing Officer
Videocon Telecommunications Ltd
Inaam Hussain
Group Head – AdTrafficking
Interactive Avenues Pvt Ltd
Vivek Singh
VP, Marketing
FirstCry.com
Boniface Noronha
Associate Vice President – Marketing
HDFC Life

There were a total of 546 participations in Motto 2014, level 1. A selected few have been chosen to move to the next level to win the Ipad Minis :). The winners of level 1 are being presented with a fine Lamy Pen each.

So congratulations and wish you all the very best!

Warm Regards,

Team Kenscio

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