MoEngage, the insights-led customer engagement solution, today announced its strategic partnership with ThinkAnalytics, a market-leading AI content discovery and recommendation platform. This partnership will give brands AI-based tools to experiment with strategies and techniques that optimise omnichannel marketing campaigns for increased user engagement and content ROI.
The strategic partnership will allow media and entertainment brands to hyper-target and personalise every viewer’s experience by blending ThinkAnalytics’ data sets on viewer preferences and audience segments, with a brand’s warehouse or customer data platform (CDP), and insights from MoEngage’s AI capabilities. Brands can use this combined behavioural and CDP data to manage, monitor, and refresh the user experience, deepening the relationship with users across social platforms and emails.
As viewers’ entertainment choices and adoption have grown with the proliferation of streaming channels and digital media, personalisation has become increasingly vital for success. And this means that the end of the process of publishers instinctively deciding and serving content they feel best fits the customer because consumers not only have more choice, but they have also become used to sleek and sophisticated algorithmically-generated content recommendations. Personalising customer’s viewing experience right from the start is a strategy that will help increase engagement and conversions.
For instance, NBC found that by tailoring its app homepage to customer history, day seven retention increased two-fold. 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.
The MoEngage-ThinkAnalytics partnership arms brands with the capability to optimise the customer and 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 personalised, 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 behaviour and preferences, in addition to demographic data, helps them personalise engagement, increase platform usage, and even re-engage dormant customers.
Raviteja Dodda, CEO & Co-Founder at MoEngage, commented:
“Today’s customer is used to having options available to them for everything. This isn’t just true for the retail and ecommerce brands but also for the over the top (OTT) and Entertainment industry. Providers have to fight… to get their customer’s attention and keep them coming back in this race of digital-first, highly-personalised consumer experiences.”
Samuel Sweet, International CEO at ThinkAnalytics, added:
“The combination of our AI personalisation 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 personalise cross-channel communications and targeted marketing campaigns.”
To help brands understand the value of this partnership, the two companies will be at IBC 2023, Amsterdam, 15-18 September, with the ThinkAnalytics booth situated in Hall 5, Stand B82.