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Episode 4

In this episode, we break down different elements of MarTech stacks like segmentation, engagement, personalization. It tells the story of how Good Glamm Group has carved the nuances across these stacks, & built a robust foundation that can support implementing advanced personalisation at scale.

1 hr | 23 February, 2023

About the episode

In the latest episode of “The State of Retention Marketing” podcast, Ankur and Kshitij Mathur, the Group CRM at the Good Glamm Group, get into the nitty-gritty of the group’s MarTech stack and their strategy for implementing personalization at scale.

The discussion begins with an introduction to Good Glamm Group’s companies, their unique selling points, audience profiling, data unification, and their cross-selling synergies. Kshitij explains how this approach helps them maximize the consumer life cycle and create a better user experience.

The conversation then moves to the daily metrics that Good Glamm Group tracks, along with their loyalty scoring methods, and how these metrics help them achieve their personalization goals. Kshitij then delves into the differences between segmentation and personalization and how brands can avoid confusion between the two. He also shares the Day0 Framework, which helps early D2C brands mature in their journey of personalization.

As the episode progresses, Ankur and Kshitij discuss the engagement methods Good Glamm Group uses to scale personalization, including the role of automation, geo-based personalization, and product recommendations in retention. Kshitij shares the group’s personalization goals for 2023 and how they plan to overcome bottlenecks and industry competition.

The episode also touches on outdated engagement methods and how to stay ahead of the competition with predictive customer engagement. Kshitij outlines the steps for moving from data to action and achieving predictive customer engagement, emphasizing the importance of collaboration in building a retention stack that combines content and personalization.

Kshitij offers his top three considerations for building a successful retention stack, including the importance of using data to drive business contribution. The conversation concludes with a discussion of drawing the line between optimizing conversion rates and user experience and how to choose MarTech tools that empower rather than limit.

Overall, this episode offers valuable insights into Good Glamm Group’s MarTech stack and their approach to personalization at scale. It’s a must-listen for anyone seeking to understand where they stand on the MarTech maturity index and figure out their next steps for advancement. The episode strikes a perfect balance between technical jargon and a practical understanding of how to apply these principles in real-world scenarios, making it accessible to both marketers and data scientists.

Navigate through the chapters

03:05

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Good Glamm Group Companies, their USPs, Consumer Profiling & Personalization

04:19

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How Predictive Customer Engagement Has Helped Westside Improve their Retention Rates!

05:17

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The Good Glam Group's Businesses, Audience Profiling, Data Unification & Cross Selling Synergies.

08:19

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Daily metrics to track & Loyalty Scoring Methods at the Good Glamm Group

10:58

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Segmentation vs. Personalization: Why Brands Get Confused and How to Avoid It

20:45

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Day0 Framework for an Early D2C Brand to Mature in their journey of Personalization!

24:31

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Engagement Methods for Scaling Personalization at Good Glamm Group

27:01

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The Role of Automation, Geo-based Personalization, and Product Recommendations in Retention

34:59

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Personalization Goals for 2023: Overcoming Bottlenecks and Industry Competition

39:03

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Outdated Engagement Methods: How to Stay Ahead of the Competition with Predictive Customer Engagement

41:27

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From Data to Action: Steps to Achieving Predictive Customer Engagement

42:40

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Collaboration is Key: Building a Retention Stack that Combines Content and Personalization

47:25

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Top 3 Considerations for Building a Successful Retention Stack

52:56

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From Engagement Metrics to ROAS: Using Data to Drive Business Contribution

56:32

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Drawing Lines between Optimizing Conversion Rates and User Experience

59:28

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MarTech Tools: Do they Limit or Empower? How to Choose?

About the speaker

Kshitij Mathur

Group CRM Head, The Good Glamm Group

With over 10 years of experience, Kshitij currently leads the Group CRM function at the Good Glamm Group. In his role, Kshitij focuses on maximizing consumer life cycle by leveraging data-driven insights and advanced personalization strategies. His extensive experience in segmentation, engagement, and personalization has helped him to build a solid foundation to drive advanced personalization at scale.

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