Dentsu Aegis Network’s (DAN) data sciences division has collaborated with Dentsu Webchutney to reinvent ‘customer acquisition’ for Kotak Securities. The teams have developed MarTech solutions to reach out to potential consumers with DAN Sync. For the record, DAN Sync is a proprietary custom solution built to link CRM with online marketing endeavours.
“The better one is able to harness the intelligence of data mines, the better the end numbers look,” Jaimit Doshi, EVP and head marketing, products and customer service, Kotak Securities, said.
For Kotak Securities’ Trading account offerings, performance campaigns ran on multiple channels online. However, optimization was possible only for first level leads since a large part of the final conversion is done through offline call centers, Nishant Malsisaria, director, media, Dentsu Webchutney said. “The resultant marketing strategy assumed focus on high acquisition rates with lesser control over quality leads, since reverse transfer of marketing intelligence was not happening then,” he noted.
With Facebook being one of the key platforms of the acquisition strategy, the task at hand for Dentsu Webchutney was to narrow the acquisition funnel by reaching out to the closest prospects for conversion.
For Gautam Mehra, chief data officer (South Asia), Dentsu Aegis Network and CEO DAN Programmatic, the problem with the traditional form of digital advertising is that intelligence built offline is not passed back to inform online strategies. “Using a custom built product such as DAN Sync that was created to transfer offline learnings for online optimizations, we deployed the globally renowned DAN Data Labs Product Suite - that uses best in class machine learning algorithms - over the hashed data from the client’s CRM to deliver a new benchmark for the industry,” he added