Adda247's Transformation: Automating 90% of Customer Data Analysis with MoEngage Analytics
Technology Category
- Cybersecurity & Privacy - Intrusion Detection
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Cities & Municipalities
- Education
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Livestock Monitoring
Services
- Testing & Certification
- Training
About The Customer
Adda247, formerly known as Career Power, is a well-known educational tech company that specializes in providing government test preparation training and material. The company's app is a comprehensive platform that offers a compilation of videos, articles, quizzes, eBooks, discussion forums, job alerts, and more. In addition to the Adda247 mobile app, the company also operates other platforms such as the Adda247 YouTube channel, sscadda.com, Career Power, bankersadda.com, and ctetadda.com. The company's goal is to provide an educational platform that simplifies learning and enhances skills, enabling job security in various departments and ministries of the Government.
The Challenge
Adda247, a leading educational tech company, was facing a significant challenge in maintaining consistent customer engagement despite regular campaigns. With a user base of over 20 million, the company was noticing a decline in engagement due to a lack of personalized customer preferences in their communications. The company realized that the declining engagement rates were a result of their inability to analyze customer behavior effectively. They were not analyzing their campaigns to understand customers' usage and interest in the platform. Furthermore, they were aware that customers were abandoning the tests but lacked data to pinpoint at which stage this was happening. The company needed an automated analytics tool that could automate customer behavior analysis and reduce the need for human intervention.
The Solution
Adda247 turned to MoEngage Analytics to understand customer behavior and run data-driven customer engagement campaigns. With MoEngage, the company was able to analyze customer behavior, including their app usage, in-app activity, search, course/exam interest, and specific dropout points. To gain a better understanding of customer preferences, they created a custom dashboard for various activities such as usage, product conversions, exam category performance, sale analysis, score analysis, marketing conversions, retentions, coupon analysis, video, and e-book engagement. The brand analyzed customer behavior daily and identified multiple dropoff points. Using behavior analytics, they created customer engagement campaigns that reached the right customer at the right time, encouraging them to perform the desired action. Adda247 also used MoEngage’s Email capability to connect with their users and re-engage them.
Operational Impact
Quantitative Benefit
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