ManthanCustomer Marketing Platform

Manthan Customer Marketing Platform helps marketers deliver superior customer engagement and drive higher returns on marketing spend by bringing together a complete and consistent view of the customer.

The underlying Customer Data Platform creates a unified view of the customer, and AI and advanced analytics enable analysts and marketers to create dynamic segments and predict customer behavior. Omni-channel personalized campaign management allows to orchestrate campaigns at scale, for contextual, consistent and real-time customer engagement.

Table of contents:Marketing objectives and the role of analytics

Manthan Customer Marketing Platform and its three components

Manthan Customer360: Customer Data Platform and Customer Analytics solution

Customer Micro-Segmentation Algorithms Analytical Views

Manthan TargetOne: Omnichannel Personalization solution

Campaign Design Engagement Channels Embedded Analytics

Differentiators of Manthan Customer Marketing Platform

Comprehensive Analytics Platform Rapid Time to Value

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Manthan Customer Marketing Platform Data Sheet 1

Analytics-driven personalized marketingto meet marketing objectives

Manthan Customer Marketing Platform Data Sheet 2

customer with next best product or offer based on past behavior, like-for-like patterns, and marketing priorities.

Expand share of wallet and basket size:Identify cross-category/ cross-brand affinities and uncover hidden opportunities to expand range, category and brand penetration. Accelerate new product adoption and up-sell based on understanding of customer lifestyle, stage, price sensitivity and behavior. Transform “cherry picking” behavior with targeted offers based on shopping cart analysis. Maximize purchase value during every touch point by identifying brand and product adoption propensity to drive customer-specific up-sell and new product campaigns.

Reduce churn:Identify customers at risk and proactively take actions to arrest churn. Identify the right mix of promotions, affinity messaging and channel strategies to proactively engage them.

Improve customer acquisition:Use custom audiences to communicate with your customers on social platforms, and generate new leads by identifying prospects that resemble your customers. Monitor digital spend performance with web and app analytics.

Manthan enables marketers to execute omnichannel personalized engagement based on data-driven understanding of customer profile and behavior.

Customer Marketing Platform comprises a Customer Data Platform (CDP) that integrates customer identity, transaction and behavior data across channels; and this unified customer view is used to generate customer insights and uncover marketing opportunities. Predictive and prescriptive algorithms create ideal responses for every customer interaction and deliver higher marketing ROI. Marketing messages and recommendations are dynamically personalized for each customer, and delivered on channels that deliver the best results with optimum costs. Marketing analytics helps in measuring performance of various campaigns, channels and tactics to bring accountability to marketing, and continuously improve effectiveness.

Drive engagement and relevance:Build genuine brand affinity through relevant messages to customers on channels of their preference. Engage customers at micro-moments, or in real-time to create a differentiated experience that they value. Use insights to engage each customer with relevant messages. Treat every context such as store visit, app launch, promotion response, coupon burn, ecommerce clicks as a dynamic trigger for personalization. Intelligently respond to every

CUSTOMER DATA PLATFORM CUSTOMER ANALYTICS

Unify data from all sources to get abetter understanding of every

customer

Use AI & advanced analytics topredict customer behaviors anduncover marketing opportunities

Customer360

OMNICHANNEL PERSONALIZATION

Target customers in a consistent andcontextual manner across

all touch points

TargetOne

Customer Marketing Platform and its three components

Customer360:CDP and Customer Analytics

Manthan Customer Marketing Platform Data Sheet 3

Customer Micro Segmentation

Create lifestyle and behavioral clusters based on demographics, loyalty engagement, purchase and browsing behavior, and promotion response. Use out-of-the-box algorithms to easily create micro-segments for analysis and campaign execution.

RFME Customer Scoring:Score customers on transactional behavior and cross-category engagement to identify high value customers, value shoppers, loyalists, cherry pickers, opportunistic customers etc.

Predictive Segmentation:Use predictive modeling to create segments based on customers lifetime value, their likelihood to churn, likelihood to purchase, respond to promotions etc.

Customer360 improves marketing ROI by helping the marketer understand customers holistically and measure the outcome of marketing. The application helps predict customer behavior and identify the best engagement opportunities. With robust data management and easy to use advanced analytics, business users and marketers are in control, and can effortlessly adopt analytics and achieve fastest time to value.

Customer360 has a highly specialized Customer Data Platform, which is a repository of first party data - CRM, POS, e-commerce, phone, mobile app, campaign, NPS, transactions etc. organized with the customer at the center. It creates a unified view of customer by linking customer identities across multiple channels, de-duplicating CRM records, and enriching customer profiles with third party data to ensure completeness and correctness.

The solution also provides a range of tools for analysts and data scientists to explore customer behavior, develop analytically driven micro-segments, build and manage algorithms.

Algorithms

Packaged descriptive, predictive and prescriptive algorithms to enable real-time insights

Association Mining/ Market Basket Analysis:Identify cross-sell opportunities based on affinities between and across categories, products and brands. Establish the likelihood of certain products being purchased together to create the right promotions and recommendations based on product attributes

Churn Analysis:Uniquely estimate probability of every customer to churn. Identifying drivers for churn and ascertain best re-engagement tactics.

Customer Lifetime Value (CLTV):Forecast the present value of future sales from each customer and rank them based on relative value to appropriately allocate marketing spend and arrive at top-performing acquisition channels

Manthan Customer Marketing Platform Data Sheet 4

Propensity modeling:Predict the probability that a customer will respond to a specific promotion, marketing channel or product offer sent at a given time Attribution Modeling:Accurately assign contribution of different marketing channels to revenue to ascertain performance, and identify best channel combinations for different customer journeys.

Analytical Views

Customer360 analyzes customer, transaction, loyalty, clickstream, feedback and campaign data from conventional and digital channels to deliver insightful marketing metrics, which include:

Know Your Customer and Loyalty Analysis:Understand every customer’s demographic and behavioral segment metrics and spend patterns. Assess the health of loyalty program, effectiveness of acquisition programs and rewards accrual and redemption trends. Understand customer sentiment by analyzing feedback (NPS and other). Analyze if the feedback has an impact on sales performance, and identify regions/ stores with negative customer sentiment and ascertain the cause of dissatisfaction.

Purchase Behavior and Product Mix:Analyze spends over time, product attributes and store hierarchies. Understand changes or migration in purchase or lifestyle behavior. Recognize trends and patterns of basket size, value and constituents within and across customer segments, and product preferences within segments.

Manthan Customer Marketing Platform Data Sheet 5

Campaign and Promotion Analysis:Analyze campaign performance and effectiveness of offers in driving sales and redemption. Understand effectiveness of targeted promotions and channels based on combinations of pre-post analysis and test-control analysis. Get insights into which cam-paigns and offers drive best results.

Digital Engagement:Analyze visitor engagement across website and mobile app. Understand session engagement patterns by page type and time of day. Recognize opportunities based on bounce rate, cart abandonment analysis etc.Visualize every customer’s unique path to purchase across channels and the contribution of each touchpoint towards sale. Leverage insights to accurately attribute and plan effective marketing mix.

Manthan Customer Marketing Platform Data Sheet 6

TargetOne:Omnichannel Personalization

Centrally manage customer subscriptions or un-subscribes, touch history and channel preferences

A/B Testing:Identify the ideal creative treatment, headline, copy and channel mix that will elicit maximum response from the target segment. Automate winner identification and execution of winning option to rest of the population.

Engagement Channels

Plug-n-play multi-channel campaign execution across channels such as email, SMS, mobile, PoS, social and e-commerce

Mobile App Engagement:Send rich notifications on mobile apps, distribute and synchronize digital offers across mobile coupon aggregators and apps. Listen to in-app behavior and triggers such as app launch, add to cart, app uninstall to send real-time communications to customers. Understand customer preferences to personalize conversations, offers, marketing messages and brand communication.

TargetOne is an advanced analytics powered targeting and personalization solution to execute intelligent omnichannel campaigns. It centrally maintains customer profiles and can ingest real-time triggers from any engagement channel, enabling marketers to achieve higher conversions through real-time, consistent engagements and 1:1 dialog with customers in a relevant manner.

Campaign Design

Customer Journey Management:Respond to customer micro-moments as they happen, by triggering real-time or scheduled communications based on their path to purchase. Journey performance is continuously assessed and re-calibrated to drive higher conversions and optimum purchase trajectories.

On-Demand Promotions:Execute calendared marketing campaigns with targeted promotions. Automate execution cadence for newsletters, loyalty point updates and lifecycle emails to achieve marketing objectives of driving traffic and revenue

Centralized Governance:Set up controls and thresholds to govern the number of times a customer can be contacted with a promotion. Thresholds for governance can be set across all media vehicles and for unique time periods.

Manthan Customer Marketing Platform Data Sheet 7

Embedded Analytics

Customer List Management:Micro-segment customer base to serve the needs of individual marketing campaigns. Leverage analytical outputs or filters to create targeted lists.

Recommendation Engine:Leverage machine learning algorithms to make product suggestions to customers based on their preferences. Algorithms are designed to handle scenarios ranging from identification of best offers and products for a customer, to identification of best fit customers for a given product.

Targeted Social Marketing:Identify loyal customers from social followers, listen for sentiment and intent and target them with relevant promotions on social channels.

Email:Send personalized e-mails with tailored recommendations based on customer past transactions, behavior and marketing priorities. Promote weekly offers, display customer’s savings dashboard, send weekly newsletters and offer bundles that would appeal to customers.

E-commerce:Personalize web banners, landing page and offers for each registered customer and their lifecycle stage. Capture cookie data for unidentified visitors and map to customer profile once they log in.

SMS:Send personalized SMS basis customer behavior and engagement history.

APIs:Communicate with any new channels – e.g. Chat bots and customer service.

Differentiators of Manthan Customer MarketingPlatform

Manthan Customer Marketing Platform Data Sheet 8

Rapid time to value

Strong industry vertical focus:Manthan Customer Marketing Platform is built for consumer facing businesses such as retail, restaurants and e-commerce. The out-of-the-box integrations and data management best practices accelerate the deployment cycle and provide fastest ROI.

Usability:Intuitive, visually rich user interface that allows business users to easily extract insights and take actions. Distinct user interfaces and functionalities for different user groups provides ease of use and accelerates adoption of technology - from executives to marketing analysts. Executives can review dashboards on-the-go from a mobile device while a web-based interface allows super users to easily drill into detailed insights.

Comprehensive Analytics Platform

As a SaaS offering, the Customer Marketing Platform delivers high-performance and data security with high volumes of data and complex analytical processing.

Elastic infrastructure:Proven in environments with over 25 million customers records and a transaction volume of over 2 billion transactions per year.

Secure Infrastructure:All customer data is secured with 5 layers of security – Operational audit, VPN, AWS security, private cloud and application access control. Any data transmission to and from applications is tightly controlled with advanced access control framework and appropriate encryption.

Data Privacy & GDPR:All components of the platform are fully GDPR compliant and offer maximum privacy protection as a baseline out-of-the-box. Personal identifiable information (PII) is not used for analytics and the data used for analytics is run through complex anonymization routines before it is surfaced as analytical outputs.

About ManthanManthan is a leading cloud analytics company that has pioneered analytical applications for consumer-facing businesses. We excel in the application of decision sciences, advanced math, and artificial intelligence and have a restless ability to invent and bring ideas to life. Headquartered in Bangalore with offices in Santa Clara, London, Dubai, Mexico City, Singapore and Manila, Manthan’s current client footprint spans 22 countries. Leading investment firms like Norwest Venture Partners, Temasek Holdings, and Eight Roads (Fidelity International Limited) feature on Manthan’s board.

For more information, go to www.manthan.com