CASE STUDY :

THE ANALYTICS BEHIND

MATRIMONY.COM

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Case study
THE ANALYTICS BEHIND MATRIMONY.COM

SUMMARY:
Matrimony.com is a Chennai based company, is one
of the leading Indian online matrimony sites. It has a strong presence
across the world. Its website is the major source of revenue. Once
logged in its members need to fill their profile to get registered. Here
the rate of getting a positive response on the site is considered to be
directly related to the quality of information the users supply in their
profile.
The main problems in the case study is – according to customers
there were large number of fields to be filled in the profile which was
time consuming. As a result of improper filling those customers
especially male members were getting less views and responses, this
may lead to less customer satisfaction. To solve this problem the
company need to analyse their data and give advice accordingly.
But as the company was having huge customer data which was
gathered through various sources, there were difficulty in analysing
the data. Because of this huge data they were not able to find
customers need nor was able to communicate with them, in order to
find better marketing strategy and see the effectiveness of their
marketing strategies.
To solve all these problems the company found that they need an
enterprise marketing suite that had right analytical tool to maximise
customer satisfaction. Hence they decided to go with IBM solution,
for implementation of advanced analytics on their website. That is
IBM experience one which combines IBM enterprise marketing
management, web sphere commerce and IBM customer experience
to understand customer needs of its users for active customer
engagement . As the current data was stored in open data base My
SQL, this was not compatible with IBM suite , with the involvement
of a company called Xerago ,matrimony.com was able to customise
and reconfigure the database drivers to build a perfect handshake
between MySQL database and IBM site . SPSS predictive analytical
tools of IBM was used to generate descriptive statistics based reports
and create predictive marketing models. A tool called cognos was
used for score carding, monitoring and reporting. Their enterprise
marketing management suite include IBM Campaign for cross
channel campaigns, IBM e Message for sending and tracking mails,
IBM interact offered personalised marketing to customers. This
helped to answer companies marketing problems.
With the implementation of these small but crucial changes sales of
company grew by 8%, while alliance interests showed a 5% rise in
merely 2 weeks.

PROBLEMS IDENTIFIED:

LESSER CUSTOMER SATISFACTION

 Large number of fields to be filled in the profile, which is time
consuming.
 Customers got less views and responses, due to improper
profile filling.

MARKETING PROBLEMS FACED BY THE COMPANY

 As huge customer data is gathered through various sources, it
is difficulty in analysing the data.
 Analysis of data helps to identify customer problems and give
solutions or adopt better marketing strategy. Example: low
profile responses, advising about how to fill the profile.

 Difficulty in integrating the data obtained from various sources,

for the purpose of integrated marketing.

 As there is large number of customers, they were not able to

find out the customer responses to their marketing strategies,
at a time.

 Also they need to understand the effectiveness of their site, by

knowing about client’s responses and marriages happening.

SOLUTIONS TO PROBLEMS AS A MANAGER

 FOR LESSER CUSTOMER SATISFACTION :

1. They must reduce the number of non-mandatory field
2. To enhance the responses, the company must analyse
the customer data and provide advices to its members
on most effective way of filling their profile.

 FOR MARKETING PROBLEMS FACED BY THE COMPANY :

Usage of big data analytics which has intelligence to

analyse customer data, provide advice to them and it must
 include robust analytics which could handle very large data
types and help in integrated marketing.

CASE STUDY RELATED QUESTIONS

1. What were the challenges faced by matrimony.com?

Solution:
 Lesser customer satisfaction due to large
number of fields in the profile, lesser response
and views of profile due to improper filling.
 Huge customer data gathered, hence difficulty
in analysing the data.
 Difficulty in finding customer responses to
their marketing strategies.
 Difficulty in integrating the data for the
purpose of integrated marketing.
 Difficulty in understanding the effectiveness
of their site.

2. In your opinion, how can data analysis rescue a firm

from such challenges?
Solution:
Analysis of data helps the company to
understand their customers’ needs and problems , solve these
problem, provide advices to customers and adopt better
communication or have better contact with customers and adopt
marketing strategies in order to promote sales and get profit .Helps
the firm to provide customised products or services.
 3. Discuss the features of IBM Experience one and the
marketing management suite as understood from
the text?

Solution:
IBM Experience one combines the
applications IBM enterprise marketing management,
websphere commerce and IBM customer
experience to understand the needs of its users for
active customer engagement.
The enterprise marketing management suite include
IBM campaign, which is used to build cross channel
campaigns , IBM eMessage was put in place to send
and track email to all inbound and outbound
channels, while IBM interact offered personalised
marketing to customers.

CONCLUSION

As matrimony.com faced many challenges, by

implementation of small but crucial changes powered by the
information generated through data analysis, sales of the company
grew by 8%.