All work
Growth & retentionMokobara · 2024
Reaching the right customer, and proving it worked
Personalised advertising on Mokobara's own first-party data.
4:1+
incremental return on ad spend, vs a 1.6:1 target
Source: Epsilon
₹97 lakh
incremental revenue
Source: Epsilon
8.4 M
personalised messages
Source: Epsilon
Context
Rich customer data, a growing ad budget, and two walls: recognising the same person across devices, and knowing whether an ad caused a sale.
The problem
Cross-device tracking and scale. Retargeting reached devices, not people, and last-click reporting rewarded whatever ad happened to be nearest the purchase.
The bet
- Unify buyer and site data so that current, lapsed and prospective customers could be recognised across their phone and laptop.
- Serve brand-forward, personalised creative rather than generic 'you looked at this' retargeting.
- Measure incrementally: what happened because of the campaign, not what happened near it.
My role
Led the programme for Mokobara, with Epsilon.
What shipped
A personalised advertising programme on the open web, run with Epsilon on Mokobara's first-party data.
What happened
Per Epsilon's published case study: over 4:1 incremental return on ad spend against a 1.6:1 goal (4.1:1 in the results table, 4.4:1 in the headline), ₹97 lakh in incremental revenue and 8.4 million personalised messages.
What it taught me
Data earns its keep when it changes what a customer sees. Everything else is a dashboard.