ANALYTICS BEHIND MATRIMONY.

COM

CASE STUDY ADITHYA .R .NAIR

ANJU PRAKASH

S2 MBA

MACFAST

SUMMARY

The booming Indian economy has opened up job avenues for young Indian Women and Men. The
youth today prefers Internet sites to find suitable matches. The Associated Chamber of commerce of
India (ASSOCHAM) early predicted the e-matrimony space will grow to Rs 1,500 Cr industry by 2017.

Matrimony.com, a Chennai based company, sees an influx of over 8000 new subscribers daily.
They have a strong presence in large number of countries. Their major source of revenue is website
even though they have other sources to collect information. The rate of getting response is directly
related to the quality of information the user supply in their profile.

The non-mandatory field like “about me” went unanswered by most of the male members as it
was a time -consuming exercise. As a result those profiles were not getting the kind of response that
the members are hoped for. The members also felt the fields in profile information must be reduced.
Matrimony.com found it difficult to maintain a comprehensive database for all the information.
The company analysis the data and compared it to the richness of profile information and response
to offer customized service to its members. 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 were 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.

IDENTIFICATION OF PROBLRM

• LESS CUSTOMER SATISFACTION

 • TIME CONSUMING

The members feels it time consuming filling up large number of fields in the profile information

FACTS AND FIGURES

• Due to unanswered sections the customer got less responses.

• The company found it difficult to maintain and analysis the huge data.

• Difficulty in integrating the data obtained from various sources.

• They must reduce the number of non-mandatory field

ALTERNATIVES

• 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.

• 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.

ANSWER TO THE QUESTIONS

Q. 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.

Q. 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.

Q. 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 e-Message was put in place to send and track email to all inbound and
outbound channels, while IBM interact offered personalised marketing to customers.