How Zapr Connected Myntra’s Dots to Present Bigger Picture!

There is an unprecedented shift to the online world, all thanks to data. Facebook is one of the world’s most valued companies, thanks to data, an intangible asset! Your browsing habits are constantly tracked and sent to developers, companies, and organisations, which then build your profile. Thereafter, you receive advertisements and recommendations, which are suited to your taste. The futuristic brains have been quite adept at understanding this.  

Zapr, started by three IIM-A graduates, is a home-grown media consumption repository. It analyzes what millions of individuals are watching on television and other offline media, and uses that data to answer various questions that broadcasters, advertisers and media agencies grapple with. It also helps the advertisers reach out to people, based on their media consumption preferences. For instance, it helps brands run a mobile ad /Facebook campaign, targeting everyone who watched their ad on TV.

To gain deeper insights on how Zapr works, let’s cite the example of Myntra, a biggie in the fashion e-commerce industry. Myntra was grappling with its dormant buyers: why were their existing users not buying from them? Why were some users browsing, but not buying? And lastly, what went wrong if those consumers were making transactions with other giants in the industry?

A segmentation research was taken up, based on the consumers’ recent activities and their revenue contribution to Myntra. Partnering with Zapr, the behaviour of the consumers was studied. There was a match rate between Zapr’s 40+ million user-bases and Myntra’s 21 million user-bases. The TV viewing habits of these consumers were studied and observed as to what types of advertisements they preferred. This provided Myntra with a trove of data to examine and estimate.

Using this data, provided by Zapr, Myntra could study whether the target audience had seen a Myntra ad or an Amazon ad, and ultimately, what were the transactions were made on Myntra. This systematic inspection helped in building a user profile for each consumer holistically, with the aim of offering a personalised shopping experience by means of a creative push to them.

All of this was made possible by creating profile-based segments by looking at the users’ purchase behaviour. Myntra claims to bear testimony to the quality of data offered by Zapr in helping it to connect the dots seamlessly.

-- Sheetal Singh