Nearly 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software. They need to manually analyze customer data and constantly experiment with and monitor the communication for optimization. But what if we told you marketing automation platforms of the future could learn, adapt and improve on their own with every customer action, thereby eliminating the need for human intervention? The advent of machine learning and artificial intelligence in marketing automation is rapidly changing the way marketing is done. As a brand, you need to take advantage of these technologies. One such revolutionary product, Sherpa by MoEngage, is already set to transform the marketing automation landscape.
Based on the fundamental tenet of ‘Right Time, Right Customer, Right Channel & Right Messaging’, Sherpa is an intelligent system which constantly gathers real-time insights from user actions on the website/application of a business. The data is processed and used to automatically optimize and predict a) the best time to engage with each individual user, b) when the next conversion is likely to happen and c) what will be the right messaging to nudge a user to conduct it. Marketers are able to automate their marketing processes, which significantly reduces the need for manual intervention. MoEngage has also earned a mention in the recent Forrester report titled ‘Vendor Landscape: Mobile Engagement Automation Solutions (https://www.forrester.com/report/Vendor+Landscape+Mobile+Engagement+Automation+Solutions/-/E-RES125304).
Speaking on the launch, RavitejaDodda, CEO, MoEngage, said, “From our experience of working with hundreds of marketers, we realized that today’s marketing strategies are reactive instead of proactive. This is mainly due to the fact that marketers need to manually analyze data and constantly experiment with and monitor the communication for optimization. By using technology to unlock greater efficiencies in digital marketing channels such as push notifications, in-apps, emails and web push, Sherpa gives businesses a chance to implement completely automated marketing initiatives with minimal human involvement. This tech-enabled approach allows for more timely and data-driven marketing strategies with optimum efficiency.”
During the pilot phase, Sherpa facilitated an increase of 45% in Click-Through Rates (CTRs) for one of MoEngage’s clients through machine-learning based time optimization of automated push notifications.
“The initial customer feedback for Sherpa has given us a great deal of confidence in what we have planned for the future. We believe that the technologies at present do not even scratch the surface of marketing automation and personalization. With our evolutionary products, we aim to tap the full potential of marketing automation and enhance value for all stakeholders involved,” Mr. Dodda added.
MoEngage analyzes 15 billion+ events and delivers more than 5 billion personalized interactions every month through multiple engagement channels. The company – which is backed by VC investors Helion Venture Partners and Exfinity Ventures as well as Alchemist Accelerator and angels such as Kunal Bahl, Rohit Bansal, and Raghunandan G – plans to launch more exciting products in the future.
