What big data analytics unearthed was that women preferred non-smokers, smokers, and then social smokers, in that order. It was a counterintuitive revelation. Until then, executives at Matrimony.com believed that women preferred non-smokers, social smokers, and then smokers.
Iyer shares another example. "We analyzed volumes of text data and figured that women are most interested when men write about their hobbies — and least when they write about their expectations. These is extremely crucial intelligence about what should be included in profile descriptions," he says.
The organization's national presence and the diversity of its customer's socio-economic profile calls for segmentation. This can ensure that its sales goals are better met through targeted campaigns and offers."Campaigns are not just about communication — but also about determining, through analytics, what product would suit them and when.
Analytics also helps determine channel propensity," says Iyer.
The online match maker is now equipped with a much better understanding of its members. Now it's bettered armed to use the right products, platforms, and campaigns to engage with them."We have reduced three fields from the profile information form. Our alliance interests have shown early rises by at least 5 percent.
Similarly, there are signs that sales have grown at least by 8 percent in the last two weeks of modifications and changes. These results are from very recent improvements. Over time, we expect most key metrics to move up significantly. That also means smoother member-to-member interactions and very good traction in alliance interests — all in all more happy marriages," says Iyer.
Sign up for MIS Asia eNewsletters.