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They have to generate the awareness by social media and by doing some campaign After they have to check the interested customer towards the product. The water pollution has been incresed through out the years. And the water purifier are the one of the best solution. In India the most of the people use the traditional way of boiling water and use that. Most of the customer are not aware about the difference between RO and UV purifier. Due to phisical stores and marketing they have incured a huge cost. So they went with the digital marketing. They have also started the home delivery to potential customers. They have dont know about to deal with digital footprint. So they have signified the data of the customer.
To drive good volume of leads for their water & air purification products from their returning visitors, they run a number of remarketing campaigns per month. For these campaigns, the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per lead.
APPROACHES
Tatvic’s Data Science team extracted past 3 months’ of visitor acquisition and behavioral data For EXAMPLLE session duration, visits, device category, pages visited, lead forms filled, acquisition channels, and more using Google Analytics
Put the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a good online sales channel. The company website www.eurekaforbes.com attracts online traffic from various sources such as google ads, email campaigns, etc
Result
resulted high retention costs. The business goal is clearly defined for the company , they want to target potential customers while keeping the cost per lead. the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
*Does audience segmentation done in the case? If yes, How?
Its done on the basis of geographically and demographically These both factor done with the help of digital marketing and visitors , if 30 customer visited from rajasthan out of 100 then their will be product needy customer are more so they catch them more than other area , and demographically done on the basic of population . If more population more product may sold so they running campaigns and advertising in that area
1. Physical lead generation was becoming expensive for the company Sol: this cost can be wbmm reduced by focusing more on the campaigns that that Eureka Forbes organises
2. No quick response to complaints Sol: if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer
3. Online presence Sol : improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all the social media platforms
4. Inappropriate customer service Sol: the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company. Therefore the company should build on strong customer service network to provide adequate after Sales Service
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion. The company is estimated to have a customer base of 20 million across 53 countries.
Problem:
The company's previous customer acquisition model ensured that interested customers were individually visited for demonstration of the product and for completion of purchase. While this made the company a household name, it kept the acquisition costs on the higher side.
Kashif Kudalkar, the Deputy General Manager for Digital Marketing and Analytics, the task is to achieve better conversion at lower costs.
They want to target potential customers while keeping the cost per lead (CPL) as low as possible.
Solution: This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
The company has started to use this click stream data to build a rich database of visitor acquisition factors and behavioral variables such as session duration, device category, pages visited, lead forms filled, etc. using the Google Analytics Reporting API.
The company identifies these visitors as potential customers and is actively deploying remarketing campaigns with optimism to convert them. While these campaigns have shown some success, they have resulted in substantially high retention costs.
1. Physical lead generation was becoming expensive for the company this cost can be wbmm reduced by focusing more on the campaigns that that Eureka Forbes organises
2. No quick response to complaint if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer
3. Online presence improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all the social media platforms
4. Inappropriate customer service the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company.
1. They were not able to look upon the complaints so they had to look upon the complaints and respond accordingly which will also help them to build their goodwill.
2. They were not able to make there online presence properly so they had to improve their online presence with the help of digital platform and it will also help then to reduce their physical cost of lead generation.
3. They were finding it difficult to generate physical leads and it was also very expensive but to come over it they can reduce there focus on campaigns.
Market leadership: Eureka Forbes set up new alternative retail channels in a bid to increase the penetration of its water purification devices. The company’s retail division extended its products to chemists and general merchandise stores Eureka Forbes realized that the direct selling model was not economical in smaller markets. Hence, it started a franchising model in those markets and created franchised direct selling agents.
Identification of potential customers: The Internet makes it easier to provide tailored information to time-sensitive consumers…. The basic problem of finding leads still exists, whether it is direct selling to consumers with or without the Internet. But the process improves dramatically once the lead has been generated. Company have utilized Vision AI for this product also . Google Cloud’s Vision API offers powerful machine learning models. It helps in assigning labels to images in classifying them into millions of predefined categories. In case of water purifiers or any other product, it is essential to display the qualities and their importance to the customer.
Using the data for enhancing the calculation functions of customer analysis: This final data is re-utilized for the sales threshold counting function and demographic counting function. By doing this, the continual refinement of the algorithm is done. Which helps to know customer is interested to buy or no.
Lead classification:
When the ML makes calculations as per set standard if customer not reached criteria then it is discarded for future processes. Next the machine learning algorithm waits for the next action of lead. Ex: in case many customers searched for Eureka forbes products , carted but didn't purchase.
2.) Yes, audience segmentation is done by company by below ways:
#Psychographic because Aquaguard is changing the psychology of people by offering them clean water. #Demographic because, the marketing strategy is always targeting the decision makers – The housewives, the purchase managers and the people who are capable of taking a decision for the water purifier.
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion. The company's distribution channel includes a direct sales force of dealers, institutional channels, business partner network and a rural channel across 1500 cities and towns in India.
The company's previous customer acquisition model ensured that interested customers were individually visited for demonstration of the product and for completion of purchase.
While this made the company a household name, it kept the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a stable online sales channel.
The company identifies these visitors as potential customers and is actively deploying remarketing campaigns with optimism to convert them. While these campaigns have shown some success, they have resulted in substantially high retention costs.
The business goal is clearly defined for the company they want to target potential customers while keeping the cost per lead (CPL) as low as possible.
Kashif Kudalkar, the Deputy General Manager for Digital Marketing and Analytics, the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
Problems and solution: 1: competitors : competitors were more so they have build there model strong to keep at the top
2: targeting of the customers : they should have targetted rural areas cause water is not pure in that area have to do advertisement in tv news paper Then to city area by means of net and social media Industry by giving them pamphlet and visiting the industry
3 : A lot of confusion choosing models : they should have hired an expert with good experience of models and various things
4: targeting of audiences should not be only through the web sites or social they can campaign they product in the market also outside or any fair
•Physical lead generation had become costly. Company website should be improved to attract more traffic. Use of proper keywords may help- search engine.
•good volume of leads for their water & air purification products from their returning visitors
•the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per Lead (CPL). This was possible by narrowing down the target audience.
•Large quantity of data They can update the system Use more labour.
•Results 30% higher Conversion Rate 37% lower Cost per Demo 41% lower Cost per Click
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion. The company's distribution channel includes a direct sales force of dealers, institutional channels, business partner network and a rural channel across 1500 cities and towns in India.
The company's previous customer acquisition model ensured that interested customers were individually visited for demonstration of the product and for completion of purchase.
While this made the company a household name, it kept the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a stable online sales channel.
Targeting the audience should not be only the websites or social media they can campaign their product in the outside market.
The company identifies these visitors as potential customers and is actively deploying remarketing campaigns with optimism to convert them. While these campaigns have shown some success, they have resulted in substantially high retention costs.
The business goal is clearly defined for the company they want to target potential customers while keeping the cost per lead (CPL) as low as possible.
Kashif Kudalkar, the Deputy General Manager for Digital Marketing and Analytics, the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
1. Traffic was generated to the website but not converted to prospectus
2. Dilemma about what kind of data to use to consider a customer as a potential lead?
Soln. Online data such as detailed product, event wise data, search engines, marketing channels etc along with demographics can be used to predict this analysis.
3. Quantity of data to be collected is huge hence decision of selecting a model became difficult. Expected Soln. : The company could run algorithms which can handle highly imbalanced data and also solve the classification problem. Therefore, instead of going for a single model the company can merge different types of models to satisfy and solve each issue.
4. Competition And difficulty to achieve a cost effective data driven system Expected soln. Once the issue of selecting an appropriate algorithm model is clear, this problem can automatically be handled as a better running platform or company is preferred more by the consumers.
1) Not responding to complaints soon: Complaints are a different beast that benefit from being resolved as soon as possible. In order to maintain reputation and customer relationship quick response is necessary.
2) Lead generation had become costly: To increase number of leads for their water & air purification products from their returning visitors, they used to run a number of campaigns per month, they can reduce this campaigns to reduce costs. Eureka Forbes wanted to increase conversion while also lowering the cost per lead and this was possible by narrowing target audience.
3)Cutting on expenses: Improving online presence could help reducing costs that they incured while running campaigns to increase physical lead generation. They could run their page on social media's like Facebook, twitter, instagram, etc along with their website www.eurekaforbes.com.
Problems and solution 1. targeting of the customers : they should have targetted rural areas cause water is not pure in that area have to do advertisement in tv news paper Then to city area by means of net and social media Industry by giving them pamphlet and visiting the industry
2. competitors : competitors were more so they have build there model strong to keep at the top
3. A lot of confusion choosing models : they should have hired an expert with good experience of models and various things
4. targeting of audiences should not be only through the web sites or social they can campaign they product in the market also outside or any fair
1. Physical lead generation was a heavy expense for the company. This cost can be reduced by focusing more on the online campaigns that Eureka Forbes can run on various platforms.
2. Identifying potential customers When the ML makes calculations as per set standard if the customer did not reach criteria then it is discarded for future processes. Next, the machine learning algorithm waits for the next action of lead.
3. Keeping the cost per lead (CPL) as low as possible. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns and segmenting on the basis of demographic and psychographic
Pradeep km USN 2GI18MBA35 About the case Eureka Forbes is currently one of the the world's largest direct sales company for its water purifier. Brand known as aquaguard with more than 30 billion turnover.
1) complaints Wat type data to use so that they understand the customer is potential buyer. In order to maintain reputation and customer relationship quick response is necessary.
2) Lead generation had become costly: To increase number of leads for their water & air purification products from their returning visitors, they can reduce this campaigns to reduce costs.
3) expenses: Improving online presence could help reducing costs that they incured while running campaigns to increase physical lead generation.
4)they have hired an hired an expert who has experience of different types of models which can be used to solve issues.
Physical lead generation was becoming expensive for the company this cost can be reduced by focusing more on the campaigns that that Eureka Forbes organises No quick response to complaint if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer. Online presence improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all ok the social media platforms Inappropriate customer service the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company. To drive good volume of leads for their water & air purification products from their returning visitors, they run a number of remarketing campaigns per month. For these campaigns, the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per lead. Put the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a good online sales channel. The company website www.eurekaforbes.com attracts online traffic from various sources such as google ads, email campaigns, etc The business goal is clearly defined for the company , they want to target potential customers while keeping the cost per lead. the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns. They resulted high retention costs.
Its done on the basis of geographically and demographically These both factor done with the help of digital marketing and visitors , if 30 customer visited from rajasthan out of 100 then their will be product needy customer are more so they catch them more than other area , and demographically done on the basic of population . If more population more product may sold so they running campaigns and advertising in that area.
Abhish kamat 2GI18MBA01 1) Not responding to complaints soon: Complaints are a different beast that benefit from being resolved as soon as possible. In order to maintain reputation and customer relationship quick response is necessary
Quantity of data to be collected is huge hence decision of selecting a model became difficult. Expected Soln. : The company could run algorithms which can handle highly imbalanced data and also solve the classification problem. Therefore, instead of going for a single model the company can merge different types of models to satisfy and solve each issue. Keeping the cost per lead (CPL) as low as possible. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns and segmenting on the basis of demographic and psychographic
About the case : Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion.
1)Lead generation had become costly: To increase number of leads for their water & air purification products from their returning visitors, they used to run a number of campaigns per month, they can reduce this campaigns to reduce costs.
2)Cutting on expenses: Improving online presence could help reducing costs that they incured while running campaigns to increase physical lead generation. They could run their page on social media's like Facebook, twitter, instagram, etc
3)No quick response to complaint : if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer..
Challenge To drive good volume of leads for their water & air purification products from their returning visitors, they run a number of remarketing campaigns per month. For these campaigns, the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per Lead (CPL). This was possible by narrowing down the target audience.
Approach to Solution Tatvic’s Data Science team extracted past 3 months’ of visitor acquisition and behavioral data (For eg. session duration, visits, device category, geo, pages visited, lead forms filled, acquisition channels, and more) using Google Analytics Reporting API and ran series of feature engineering on it using PCA, under/over sampling, transformation. Then applied PredictN model to decode the periodic pattern of visitors. Download the full case study to know how exactly did we use the PredictN model to help Eureka Forbes increase their Conversion Rate by 30% while also decreasing their Cost per Click by 41%.
The data collected from different platforms were unbalanced The modeling with mL was getting difficult The data has to be derived from different platforms As they were using direct market it was getting difficult to get dataa balanced
Vittal SB 2GI18MBA59 1. Physical lead generation was becoming expensive for the company this cost can be wbmm reduced by focusing more on the campaigns that that Eureka Forbes organises
2. No quick response to complaint if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer
3. Online presence improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all the social media platforms
4. Inappropriate customer service the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company.
Problems and solution: 1: competitors : competitors were more so they have build there model strong to keep at the top
2: targeting of the customers : they should have targetted rural areas cause water is not pure in that area have to do advertisement in tv news paper Then to city area by means of net and social media Industry by giving them pamphlet and visiting the industry
3 : A lot of confusion choosing models : they should have hired an expert with good experience of models and various things
4: targeting of audiences should not be only through the web sites or social they can campaign they product in the market also outside or any fair
23 comments:
Karan Nilajkar
2GI18MBA18
problems and possible solutions of the case
They have to generate the awareness by social media and by doing some campaign
After they have to check the interested customer towards the product.
The water pollution has been incresed through out the years. And the water purifier are the one of the best solution.
In India the most of the people use the traditional way of boiling water and use that.
Most of the customer are not aware about the difference between RO and UV purifier.
Due to phisical stores and marketing they have incured a huge cost. So they went with the digital marketing.
They have also started the home delivery to potential customers.
They have dont know about to deal with digital footprint. So they have signified the data of the customer.
SANI PATIL
USN 2GI18MBA45
Problems
To drive good volume of leads for their water & air purification products from their returning visitors, they run a number of remarketing campaigns per month. For these campaigns, the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per lead.
APPROACHES
Tatvic’s Data Science team extracted past 3 months’ of visitor acquisition and behavioral data For EXAMPLLE session duration, visits, device category, pages visited, lead forms filled, acquisition channels, and more using Google Analytics
Put the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a good online sales channel. The company website www.eurekaforbes.com attracts online traffic from various sources such as google ads, email campaigns, etc
Result
resulted high retention costs. The business goal is clearly defined for the company , they want to target potential customers while keeping the cost per lead. the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
*Does audience segmentation done in the case? If yes, How?
Its done on the basis of geographically and demographically
These both factor done with the help of digital marketing and visitors , if 30 customer visited from rajasthan out of 100 then their will be product needy customer are more so they catch them more than other area , and demographically done on the basic of population . If more population more product may sold so they running campaigns and advertising in that area
*
Yojan S
USN 2GI18MBA60
1. Physical lead generation was becoming expensive for the company
Sol: this cost can be wbmm reduced by focusing more on the campaigns that that Eureka Forbes organises
2. No quick response to complaints
Sol: if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer
3. Online presence
Sol : improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all the social media platforms
4. Inappropriate customer service
Sol: the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company.
Therefore the company should build on strong customer service network to provide adequate after Sales Service
Prajakta Lagade
USN:2GI18MBA36
About the case:
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion. The company is estimated to have a customer base of 20 million across 53 countries.
Problem:
The company's previous customer acquisition model ensured that interested customers were individually visited for demonstration of the product and for completion of purchase. While this made the company a household name, it kept the acquisition costs on the higher side.
Kashif Kudalkar, the Deputy General Manager for Digital Marketing and Analytics, the task is to achieve better conversion at lower costs.
They want to target potential customers while keeping the cost per lead (CPL) as low as possible.
Solution:
This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
The company has started to use this click stream data to build a rich database of visitor acquisition factors and behavioral variables such as session duration, device category, pages visited, lead forms filled, etc. using the Google Analytics Reporting API.
The company identifies these visitors as potential customers and is actively deploying remarketing campaigns with optimism to convert them. While these campaigns have shown some success, they have resulted in substantially high retention costs.
Krupa Deshpande
2GI18MBA20
1. Physical lead generation was becoming expensive for the company
this cost can be wbmm reduced by focusing more on the campaigns that that Eureka Forbes organises
2. No quick response to complaint
if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer
3. Online presence
improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all the social media platforms
4. Inappropriate customer service
the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company.
Rohan J Shanbhag
USN - 2GI18MBA42
1. They were not able to look upon the complaints so they had to look upon the complaints and respond accordingly which will also help them to build their goodwill.
2. They were not able to make there online presence properly so they had to improve their online presence with the help of digital platform and it will also help then to reduce their physical cost of lead generation.
3. They were finding it difficult to generate physical leads and it was also very expensive but to come over it they can reduce there focus on campaigns.
Jayatirtha Gumaste
Problems & solutions in case:
Market leadership:
Eureka Forbes set up new alternative retail channels in a bid to increase the penetration of its water purification devices. The company’s retail division extended its products to chemists and general merchandise stores Eureka Forbes realized that the direct selling model was not economical in smaller markets. Hence, it started a franchising model in those markets and created franchised direct selling agents.
Identification of potential customers:
The Internet makes it easier to provide tailored information to time-sensitive consumers…. The basic problem of finding leads still exists, whether it is direct selling to consumers with or without the Internet. But the process improves dramatically once the lead has been generated.
Company have utilized Vision AI for this product also . Google Cloud’s Vision API offers powerful machine learning models. It helps in assigning labels to images in classifying them into millions of predefined categories. In case of water purifiers or any other product, it is essential to display the qualities and their importance to the customer.
Using the data for enhancing the calculation functions of customer analysis:
This final data is re-utilized for the sales threshold counting function and demographic counting function. By doing this, the continual refinement of the algorithm is done. Which helps to know customer is interested to buy or no.
Lead classification:
When the ML makes calculations as per set standard if customer not reached criteria then it is discarded for future processes. Next the machine learning algorithm waits for the next action of lead.
Ex: in case many customers searched for Eureka forbes products , carted but didn't purchase.
2.) Yes, audience segmentation is done by company by below ways:
#Psychographic because Aquaguard is changing the psychology of people by offering them clean water.
#Demographic because, the marketing strategy is always targeting the decision makers – The housewives, the purchase managers and the people who are capable of taking a decision for the water purifier.
Nivedita kadam
2GI18MBA32
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion.
The company's distribution channel includes a direct sales force of dealers, institutional channels, business partner network and a rural channel across 1500 cities and towns in India.
The company's previous customer acquisition model ensured that interested customers were individually visited for demonstration of the product and for completion of purchase.
While this made the company a household name, it kept the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a stable online sales channel.
The company identifies these visitors as potential customers and is actively deploying remarketing campaigns with optimism to convert them.
While these campaigns have shown some success, they have resulted in substantially high retention costs.
The business goal is clearly defined for the company they want to target potential customers while keeping the cost per lead (CPL) as low as possible.
Kashif Kudalkar, the Deputy General Manager for Digital Marketing and Analytics, the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
Nikhil Sapare
USN: 2GI18MBA29
Case study : eureka Forbes for lead generation
Problems and solution:
1: competitors : competitors were more so they have build there model strong to keep at the top
2: targeting of the customers : they should have targetted rural areas cause water is not pure in that area have to do advertisement in tv news paper
Then to city area by means of net and social media
Industry by giving them pamphlet and visiting the industry
3 : A lot of confusion choosing models : they should have hired an expert with good experience of models and various things
4: targeting of audiences should not be only through the web sites or social they can campaign they product in the market also outside or any fair
Vijayta kale
2GI18MBA57
PROBLEMS AND SOLUTION:
•Physical lead generation had become costly.
Company website should be improved to attract more traffic.
Use of proper keywords may help- search engine.
•good volume of leads for their water & air purification products from their returning visitors
•the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per Lead (CPL).
This was possible by narrowing down the target audience.
•Large quantity of data
They can update the system
Use more labour.
•Results
30% higher Conversion Rate
37% lower Cost per Demo
41% lower Cost per Click
Akshata N
2GI18MBA05
Case : Eureka Forbes for lead generation
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion.
The company's distribution channel includes a direct sales force of dealers, institutional channels, business partner network and a rural channel across 1500 cities and towns in India.
The company's previous customer acquisition model ensured that interested customers were individually visited for demonstration of the product and for completion of purchase.
While this made the company a household name, it kept the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a stable online sales channel.
Targeting the audience should not be only the websites or social media they can campaign their product in the outside market.
The company identifies these visitors as potential customers and is actively deploying remarketing campaigns with optimism to convert them.
While these campaigns have shown some success, they have resulted in substantially high retention costs.
The business goal is clearly defined for the company they want to target potential customers while keeping the cost per lead (CPL) as low as possible.
Kashif Kudalkar, the Deputy General Manager for Digital Marketing and Analytics, the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns.
Firdous Mohammed
USN 2GI18MBA12
Problems and their solutions
1. Traffic was generated to the website but not converted to prospectus
2. Dilemma about what kind of data to use
to consider a customer as a potential lead?
Soln. Online data such as detailed product, event wise data, search engines, marketing channels etc along with demographics can be used to predict this analysis.
3. Quantity of data to be collected is huge hence decision of selecting a model became difficult.
Expected Soln. :
The company could run algorithms which can handle highly imbalanced data and also solve the classification problem.
Therefore, instead of going for a single model the company can merge different types of models to satisfy and solve each issue.
4. Competition And difficulty to achieve a cost effective data driven system
Expected soln.
Once the issue of selecting an appropriate algorithm model is clear, this problem can automatically be handled as a better running platform or company is preferred more by the consumers.
Chaitrali Shahapurkar
2GI18MBA09
1) Not responding to complaints soon:
Complaints are a different beast that benefit from being resolved as soon as possible. In order to maintain reputation and customer relationship quick response is necessary.
2) Lead generation had become costly:
To increase number of leads for their water & air purification products from their returning visitors, they used to run a number of campaigns per month, they can reduce this campaigns to reduce costs.
Eureka Forbes wanted to increase conversion while also lowering the cost per lead and this was possible by narrowing target audience.
3)Cutting on expenses:
Improving online presence could help reducing costs that they incured while running campaigns to increase physical lead generation. They could run their page on social media's like Facebook, twitter, instagram, etc along with their website www.eurekaforbes.com.
Prakash N
2GI18MBA38
Problems and solution
1. targeting of the customers : they should have targetted rural areas cause water is not pure in that area have to do advertisement in tv news paper
Then to city area by means of net and social media
Industry by giving them pamphlet and visiting the industry
2. competitors : competitors were more so they have build there model strong to keep at the top
3. A lot of confusion choosing models : they should have hired an expert with good experience of models and various things
4. targeting of audiences should not be only through the web sites or social they can campaign they product in the market also outside or any fair
Nitin Gahlot
USN 2GI18MBA31
Problems and solutions:
1. Physical lead generation was a heavy expense for the company.
This cost can be reduced by focusing more on the online campaigns that Eureka Forbes can run on various platforms.
2. Identifying potential customers
When the ML makes calculations as per set standard if the customer did not reach criteria then it is discarded for future processes. Next, the machine learning algorithm waits for the next action of lead.
3. Keeping the cost per lead (CPL) as low as possible.
This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns and segmenting on the basis of demographic and psychographic
Pradeep km
USN 2GI18MBA35
About the case
Eureka Forbes is currently one of the the world's largest direct sales company for its water purifier. Brand known as aquaguard with more than 30 billion turnover.
1) complaints
Wat type data to use so that they understand the customer is potential buyer. In order to maintain reputation and customer relationship quick response is necessary.
2) Lead generation had become costly:
To increase number of leads for their water & air purification products from their returning visitors, they can reduce this campaigns to reduce costs.
3) expenses:
Improving online presence could help reducing costs that they incured while running campaigns to increase physical lead generation.
4)they have hired an hired an expert who has experience of different types of models which can be used to solve issues.
Kaveri Y
2GI18MBA19
Physical lead generation was becoming expensive for the company this cost can be reduced by focusing more on the campaigns that that Eureka Forbes organises
No quick response to complaint if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer.
Online presence improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all ok the social media platforms
Inappropriate customer service the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company.
To drive good volume of leads for their water & air purification products from their returning visitors, they run a number of remarketing campaigns per month. For these campaigns, the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per lead.
Put the acquisition costs on the higher side. With the imminence of online retailing, the brand had been taking steps to establish their digital presence and build a good online sales channel. The company website www.eurekaforbes.com attracts online traffic from various sources such as google ads, email campaigns, etc
The business goal is clearly defined for the company , they want to target potential customers while keeping the cost per lead. the task is to achieve better conversion at lower costs. This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns. They resulted high retention costs.
Its done on the basis of geographically and demographically
These both factor done with the help of digital marketing and visitors , if 30 customer visited from rajasthan out of 100 then their will be product needy customer are more so they catch them more than other area , and demographically done on the basic of population . If more population more product may sold so they running campaigns and advertising in that area.
Abhish kamat
2GI18MBA01
1) Not responding to complaints soon:
Complaints are a different beast that benefit from being resolved as soon as possible. In order to maintain reputation and customer relationship quick response is necessary
Quantity of data to be collected is huge hence decision of selecting a model became difficult.
Expected Soln. :
The company could run algorithms which can handle highly imbalanced data and also solve the classification problem.
Therefore, instead of going for a single model the company can merge different types of models to satisfy and solve each issue.
Keeping the cost per lead (CPL) as low as possible.
This is achievable when the target audience is narrowed down to a sizeable number for remarketing campaigns and segmenting on the basis of demographic and psychographic
Shivani Raikar
USN 2GI18MBA48
About the case :
Eureka Forbes, part of the conglomerate Shapoorji Pallonji Group, is currently one of the world's largest direct sales company known for its water purifier brand Aquaguard with a turnover of more than INR 30 billion.
1)Lead generation had become costly:
To increase number of leads for their water & air purification products from their returning visitors, they used to run a number of campaigns per month, they can reduce this campaigns to reduce costs.
2)Cutting on expenses:
Improving online presence could help reducing costs that they incured while running campaigns to increase physical lead generation. They could run their page on social media's like Facebook, twitter, instagram, etc
3)No quick response to complaint :
if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer..
Kusum shidling
USN 2GI18MBA21
Challenge
To drive good volume of leads for their water & air purification products from their returning visitors, they run a number of remarketing campaigns per month. For these campaigns, the Eureka Forbes team was looking to increase the conversion rate while also lowering the Cost per Lead (CPL). This was possible by narrowing down the target audience.
Approach to Solution
Tatvic’s Data Science team extracted past 3 months’ of visitor acquisition and behavioral data (For eg. session duration, visits, device category, geo, pages visited, lead forms filled, acquisition channels, and more) using Google Analytics Reporting API and ran series of feature engineering on it using PCA, under/over sampling, transformation. Then applied PredictN model to decode the periodic pattern of visitors. Download the full case study to know how exactly did we use the PredictN model to help Eureka Forbes increase their Conversion Rate by 30% while also decreasing their Cost per Click by 41%.
The data collected from different platforms were unbalanced
The modeling with mL was getting difficult
The data has to be derived from different platforms
As they were using direct market it was getting difficult to get dataa balanced
Vittal SB
2GI18MBA59
1. Physical lead generation was becoming expensive for the company
this cost can be wbmm reduced by focusing more on the campaigns that that Eureka Forbes organises
2. No quick response to complaint
if the company has to maintain its goodwill in the market the company needs to be responsive to the complaints very frequently this will not harm the trust of customer
3. Online presence
improving online presence can help the to reduce the cost on physical lead generation and also create an online presence on all the social media platforms
4. Inappropriate customer service
the mean challenge of the company is that the customers are not happy with the customer service of the company the expect quick response for queries from the company.
PRAJWAL.B.G.
(2GI18MBA37)
Case study : eureka Forbes for lead generation
Problems and solution:
1: competitors : competitors were more so they have build there model strong to keep at the top
2: targeting of the customers : they should have targetted rural areas cause water is not pure in that area have to do advertisement in tv news paper
Then to city area by means of net and social media
Industry by giving them pamphlet and visiting the industry
3 : A lot of confusion choosing models : they should have hired an expert with good experience of models and various things
4: targeting of audiences should not be only through the web sites or social they can campaign they product in the market also outside or any fair
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