Solving the paradoxes of the mobile-first world: Leveraging micro-segmentation for hyper-personalised marketing

Abhinav Mohan, Ashwini Bagkar, Somdipta Maity, Umesh Krishna

InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.

Introduction

Innovative tools powered by digital technologies are disrupting the market research industry and calling into question the traditional ways of recruiting users and collecting data. AI, ML, IoT, no questions research and passive data are all buzzwords currently floating around; now every client wants to answer all of their business questions purely with data. However, new technologies do not necessarily mean new methodologies, but merely a new way of applying them - albeit with higher speed, accuracy and scale. While data can answer the questions around who, what, where and how, the human element of "why" mostly needs to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands