Airtel
- 100% Increase
in Online Conversions
Dexata helped Airtel to deploy multiple products on Adobe Experience Cloud. We also enabled the complete digital and marketing teams with all the products. This led to increased usage and ideations around how to improve Airtel Digital Assets using Experience Cloud products.
Industry
Telecommunications
Location
India
Solutions
- Adobe Analytics
- Adobe Target
- Adobe Audience Manager
Results
- 8% Improvement in conversion rate for existing customer payment journeys
- 100% Improvement in overall conversion happening online.
- 9x decrease in frauds
BACKROUND
Bharti Airtel Limited is a leading telecommunication company globally. Headquartered in New India, they are the most trusted provider of ICT services with a global network across the USA, Europe, Africa, Middle East, Asia-Pacific, India, and SAARC regions. Airtel Telecommunications ranks amongst the top 3 mobile service providers around the world (as per subscribers)
OBJECTIVE
Higher conversion from online customer acquisition flow
The Problem
In an age where more and more customers are adopting digital, Airtel needs cross-platform product analytics to understand the millions of customers who access its digital assets every single day.
Airtel looked to the data to optimise conversion funnels,leading users from discovery to purchase into postpaid customers. In addition, the product and digital marketing teams needed these real-time user insights in order to prevent fraud and detect any issues in the recharge and bill payment process.
The Solution
Prior to Dexata, Airtel had limited understanding about customer signals and funnels. They were not able to derive deeper insights about customers to provide simpler customer experience.
We helped Airtel with Adobe workspace which enabled them to have deeper insights about customers.
We also integrated multiple solutions and migrated all the products to Adobe Launch so that the impact of all marketing and analytics products is minimal on the page performance.
Solutions
- Adobe Analytics
- Adobe Target
- Adobe Audience Manager
With Dexata, Airtel now optimises customer acquisition efficiently with Adobe Experience Cloud.
Abhinav Raj
Head Digital Analytics, Airtel
For Airtel, we set up various automated customer life cycle journeys.
- Finance approved booking not completed.
- Checkout initiated booking not completed
- App uninstall journey
- Shortlisted the cart and didn't book
- Catalogue viewed but booking not initated
RESULT
But we didn’t just stop there…
Airtel completely relies on analytics reports to attribute the leads to marketing sources. We also enabled the team to map the data with offline leads to measure source wise performance for complete acquisition flow.
With funnels they discovered multiple insights about acquisition flow. We helped them to brainstorm and come up with multiple changes in the acquisition flow which led to >100% improvement in online acquisition.
Another important area was improving customer experience for existing users, we helped them to cohorts and acquisition analysis to figure out right channel mix. We at times suggested the best affiliate payment methods to minimise risk of getting fraudulent and recurring transactions from single source. They were also able to improve the conversion rate by 9% with funnel analysis.
STRENGTH IN NUMBERS
Business Impact
Since partnering with Dexata, Airtel has experienced a significant increase in conversions and reduction in online fraud.
increase in overall online conversions
increase in conversion rate for existing customer payment journeys
reduction in online fraud