EngageMint 2023 Mumbai Conference: All about driving ROI on MarTech

The Webengage’s EngageMint 2023 Mumbai Conference saw industry leaders speaking about scaling business, enhancing engagement and loyalty, understanding the consumer journey and managing complexities of tech.

At the conference, Ronnie Screwvala,  Co-Founder & Chairperson - upGrad, in conversation with Krystyna Devina Lason, Senior Anchor & Producer, Times Internet, spoke on the topic- From Scratch To Scaling Up: Ronnie Screwvala On Building A Skilling Giant. Nitin Sethi SVP, Chief Digital Officer – Consumer Businesses, Adani Group in conversation with Ankur Gattani, VP Growth and Marketing, WebEngage, spoke about Simplifying Experiences At Scale. Manik Nangia, CDO, Bajaj Auto in conversation with Keyur Dhami, VP Customer Success, WebEngage spoke about driving ROI on martech.

During the conversation with Lason on building a workforce in a sustainable manner, Screwvala said that if a person has one or two super skills, they will stand apart from the crowd because organizations today want to look for top 50 of that. “I call it super skills, not soft skills. It is like a superpower. Today organizations are looking for the top 50 and not top 90 of that, so how you are going to reinvent yourself, learn in an organization and show consistency are the challenges that companies have to face.”

Speaking about upGrad, he shared, “We don’t see us as an adtech company. The ‘tech’ word came about as a lot of people wanted to raise funds. The opportunity here is building acceptability that online is an optionality. And to some extent, Covid opened that up and online became acceptable.” He also said that the real purchase decision happens when there is a referral. “Marketing ads just drive awareness. Real purchasing decisions happen when you refer the context to 10-20 people,” he added. 

In another session, where Sethi was speaking to Gattani on Simplifying Experiences At Scale Key, he spoke about transforming business with the right UXD, developing operational efficiency, enhancing engagement & loyalty and accelerating digital transformation. 

“Not many realize that we are one of the largest consumer facing companies. We operate seven airports, including Mumbai. 85 million unique million consumers fly for our airports in a year. We are the largest FMCG brand, with close to 300 million consumers with 85 to 90 million unique  households. If you put together we are talking about 400-450 million capital consumers.”

He further added while speaking about the airports, “ In India, no airports communicate with you. As a traveler, you get owned by the airlines, they own the data. So the mandate was to create an integrated platform from the group and put it together under three core pillars of a common loyalty program. Have a common data link for a better segmentation and put it together with a single sign out. By doing only these three things in four to five years, the group will have 500 to 600 million consumers on a common platform with almost no cost per acquisition.”

The third session on Driving ROI on Martech was about understanding the consumer journey and the jobs to be done and figuring out what is the tech solution required in the journey to create a rich customer experience. Also Managing complexities of the tech.

Nangia shared his learnings and spoke about the three things that are also used at Bajaj Auto. He said that the simply told story has only three parts. Who do you talk? What do you say? And how do you measure that? 

He said that when you target people it comes down to a funnel. The numbers he shared are unique to Bajaj Auto product and brand. He shared that out of 59,000 qualified inquiries about 6000 came to the showroom to visit and about 3000 actually bought the product. 

“When we look at engagement, there is a range and a spectrum of engagement, and approximately one lakh actually felt confident enough to give their number because they wanted to know more. But that was where the engagement started. There will be different strokes for different folks at different levels of engagement is the story that you have to decide for your brand. The messaging will work differently for different cohorts in different ways. The impact of building motorcycling on the brand is a communication that may not result in the funnel, but it results in the way it is discussed by the people to other people.”

He also said that human beings remember stories not funnels.