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Insider becomes Zalora’s choice to power acquisition through Artificial Intelligence and Machine Learning

 

Zalora, the largest and fastest growing fashion-focused e-commerce site in Southeast Asia started powering its customer acquisition strategy with Insider’s AI-powered Growth Management Platform (GMP).

Rashi Talwar, the Regional Senior Manager at Zalora focuses on customer acquisition strategy and conversion optimization. She ensures that Zalora provides their customers and prospects the best possible user experience while improving conversions.

Also, Rashi was facing the challenge of increasing CAC (customer acquisition cost) due to higher competition, climbing  CPCs, and usage of multiple channels by the modern customer. Mistargeting audiences in ad channels created marketing waste, making it difficult to optimize advertising budgets.

Rashi started evaluating solutions based on platform reach as they wanted to find an integrated platform that would be potent across channels; dedicated account management so they could utilize the platform to its fullest; and platform integration as Zalora is an ever-growing brand with a diverse technological stack.

That’s when Rashi met Insider, the very first integrated Growth Management Platform (GMP). Growth Management Platform (GMP) helps digital marketers drive growth across the funnel, from Acquisition to Activation, Retention and Revenue.

Leveraging real-time predictive segmentation powered by deep Artificial Intelligence and Machine Learning capabilities, Insider’s Growth Management Platform (GMP) empowers marketers to deliver personalized journeys across web, mobile web, mobile apps and ad channels.

Rashi, facing increasing customer acquisition costs was particularly interested in Insider’s Predictive Ad Audiences. This technology allows marketers to target AI-powered predictive segments in ad channels like Facebook and Adwords. Likelihood to Purchase algorithm segments those visitors who are predicted to make a purchase in the next seven days. By only targeting those visitors, who are likely to buy, marketers can make smarter investments and increase ad spend efficiency and, in turn, return on ad spend (ROAS).

As Insider’s Growth Management Platform (GMP) is built on a unified data layer, it is easy to implement and simple to use, avoiding the need for complex integrations and dependency on IT teams.

“At ZALORA we are trying out and reviewing a lot of new and exciting technologies but I was particularly impressed when I saw Insider’s Predictive Ad Audiences. A very simple integration which took us literally less than 5 minutes (no IT involvement), Insider was able to start running its sophisticated machine learning algorithms helping us to identify high value audiences of users with a high likelihood to convert, high likelihood to churn, or high customer lifetime value. Impressive product & great account management – 5 stars!” said Rashi Talwar, the Regional Senior Manager at Zalora.

Primarily, GMP helps marketers create more intelligent interactions with their customers through exposing them to the most relevant content on their preferred channels, delivering fuss-free experiences.

Hande Cilingir, Co-founder and CEO says: “Our aim is to make it easier for digital marketers to take a leading role in driving revenue, growth and loyalty in their organizations. Above all, our mission is to help brands deliver relevant and delightful experiences that are mindful of their customers’ attention and time.”

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