MakeMyTrip: Lifecycle marketing at scale
Anurag Goel’s work on customer lifecycle campaigns, audience segmentation and go-to-market planning for MakeMyTrip.
Work led by Anurag Goel. This case describes the work and results attributed to Anurag in the original project record.
Company Overview
This case covers lifecycle marketing and product-launch planning for the online travel company MakeMyTrip.
The Challenge
- Low user engagement and retention
- Ineffective lifecycle management
- Challenges in market penetration for new products
Growth strategy
Key Objectives:
- Improve user engagement and retention
- Streamline lifecycle management processes
- Enhance market penetration for new product launches
Approach
1) Innovative Customer Lifecycle Management:
Automated campaigns for acquisition, engagement, cross/up-selling, retention, and win-back across all life-cycle stages.
2) Comprehensive Go-to-Market Strategies:
Tailored strategies for multiple product launches, including targeted market segmentation.
Services
- Customer Lifecycle Management
- Go-to-Market Strategy
- Market Segmentation
Reported results
- Achieved a 30% increase in revenue attributable to marketing campaigns.
- Noted a 20% month-over-month growth in active accounts.
- Realized a 35% month-over-month growth in new user registrations and activations.
- Saw an average increase in market share by 15%.
- Implemented targeted market segmentation strategies, leading to a 20% increase in conversion rates within the first quarter of product launch.