CASE STUDY:

THE ANALYTICS BEHIND

MATRIMONY.COM
 GROUP MEMBERS

• ANNU ABRAHAM
• PREETHI MARIAM
CASE:
 MATRIMONY.COM
It is a Chennai based company , is one of the leading Indian
online matrimony sites.
It is flagship brand is BharatMatrimony, is a network of
matchmaking services.
The company also has officies in US and Dubai.
Among the company’s social initiatives are BharatBloodBank
,BharatEyeBank and BharatGreenHands.
 SUMMARY
Matrimony.com was 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.
 PROBLEM IDENTIFIED
1. Lesser customer satisfaction
 Large number of fields to be filled in the profile , which is time

consuming.
 Customers got less views and response, due to improper profile filling.
2. Marketing problems faced by the company
 As huge customer data is gathered through various sources , it is difficulty in
analysing the data.
 Difficulty in integrating the data obtained from various sources , for the purpose of
integrated marketing.
 As there is a large number of customers, they were not able to find out the customer
response to their marketing strategies, at a time.
 Also they need to understand the effectiveness of their sites , by knowing about
client’s responses and marriages happening.
 SOLUTIONS TO PROBLEMS AS A
MANAGER
1. For lesser customer satisfaction
 They must reduce the number of non- mandatory field.
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.
2.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 the matrimony.com?

Solutions:
 Lesser number of 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 sites.
2)In your opinion , how can data analysis rescue a firm from such
challenges?
Solution:
Analysis of data helps the company to understand their customer’s
needs and problems, provide advice 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 and combines the applications IBM enterprise
marketing management. Web sphere commerce and IBM customer experience
to understand the needs of its usres for active customer engagement. The
enterprise marketing management suite include IBM campaign, IBM eMessages
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 challenges powered by the information
generated through data analysis , sales of the company grew by
8%