A complete walk through on how to create high-performing customer engagement and retention strategies with WebEngage.

1. MUMBAI
With

2. DELHI
With

3. BENGALURU
With

4. DUBAI
With

5. CAIRO
With

6. RIYADH
With

7. JAKARTA
With

8. Who Am I?
What Do I Do?
Chirag Parmar
Sr. Mgr. Marketing & Lead Customer Education,
WebEngage
• Marketing Consultant
• Trained Over 200 Marketing Superstars
• Author
• Speaker
• Actor / Musician
• MENSA Member

9. Here’s what your day looks like:
Understanding the fundamentals of
Retention Marketing
Solving Real-Life Problems
Building the tech-stack
Breaking down the CDP &
Segmentation Engine
Understanding Analytics
Building the perfect channel mix
Journey Designer - 101
Group Assignment & Presentation
Assessment & Certification

10. Just Landed Up In
Retention Marketing!
98%
High Demand + Low Supply
High Pay Package
High Job Security

11. Of A Company’s Profits
Come From
80%
Of The Customers They
Retain
20%

12. Industry Gross Profit Margin Contribution Margin
Advertising 23.99% 0.34%
Apparel 49.77% -3.94%
Auto and Truck 9.04% 1.40%
Banks (Regional) 99.75% 23.79%
Building Materials 28.38% 5.06%
Computer Services 27.16% 3.62%
Home Furnishings 27.03% 4.63%
Healthcare Products 56.94% 10.91%
Household Products 50.87% 11.71%
Machinery 34.50% 6.58%
Packaging and Container 22.39% 2.98%
Precious Metals 50.17% 15.79%
Recreation 37.58% -2.12%
Restaurants and Dining 27.60% 5.69%
Retail (General) 24.27% 2.79%
Retail (Online) 42.53% 4.95%
Software (Internet) 58.58% -5.60%
Transportation 19.91% 3.88%
Overall Market 36.22% 5.05%
But Why Is This?
MRP
Fixed Costs
Gross Margin
Variable Costs
Marketing
Other Variable Costs
Contribution Margin
Discounts
Revised Contribution Margin
1000
600
400
200
100
100
-200
-100
1st Purchase

13. Industry Gross Profit Margin Contribution Margin
Advertising 23.99% 0.34%
Apparel 49.77% -3.94%
Auto and Truck 9.04% 1.40%
Banks (Regional) 99.75% 23.79%
Building Materials 28.38% 5.06%
Computer Services 27.16% 3.62%
Home Furnishings 27.03% 4.63%
Healthcare Products 56.94% 10.91%
Household Products 50.87% 11.71%
Machinery 34.50% 6.58%
Packaging and Container 22.39% 2.98%
Precious Metals 50.17% 15.79%
Recreation 37.58% -2.12%
Restaurants and Dining 27.60% 5.69%
Retail (General) 24.27% 2.79%
Retail (Online) 42.53% 4.95%
Software (Internet) 58.58% -5.60%
Transportation 19.91% 3.88%
Overall Market 36.22% 5.05%
But Why Is This?
MRP
Fixed Costs
Gross Margin
Variable Costs
Marketing
Other Variable Costs
Contribution Margin
Discounts
Revised Contribution Margin
1000
600
400
200
100
300
-200
100
2nd Purchase

14. Number of
Transactions
Contribution
Margin
CAC
CLTV : CAC for
one customer
1 -100 200 -0.5
2 +100 0 0
3 +100 0 0.5
4 +100 0 1
5 +100 0 1.5
6 +100 0 2
Why is Measuring
CLTV:CAC Important?
<1
=1
>1
>2
>3
The company is bleeding money on every
transaction
The company is making exactly the money it
is spending
The company is making some money on
every transaction
The company is making enough money to
fuel it’s own growth
The company is making enough money to
invest in R&D while still fueling it’s own
growth

15. Acquire
Reimagining The
Marketing Funnel
Meanwhile, your CEO*
😌

16. Acquire
Engage
Reimagining The
Marketing Funnel
Meanwhile, your CEO*
😃

17. Acquire
Engage
Convert
Reimagining The
Marketing Funnel
Meanwhile, your CEO*
😍

18. Acquire
Engage
Convert
Retain
Reimagining The
Marketing Funnel
Meanwhile, your CEO*
🤯

19. Can Anybody Define
Customer Retention?
Making your customers return to your
platform and purchase again in a
stipulated time-frame

20. Customer
Retention
Customer Experience
Customer Loyalty
Proactive Communications
Relevant
Recommendations
Predictive
Communications
Frequency Of
Communications
Offers and Discounts
Contextual
Communications
Increase in revenue
with more campaigns
Increased conversion
rates
Reduced man-hours
Reduced CAC
Increased AOV & LTV
Increasing customer
database
Increased contribution
margin

21. Retention
Campaigns
In-The-Moment
Hyper-Personalized
Proactive and/or Predictive
Engagement campaigns are short-term in nature and
success is easier to track.
Retention campaigns are long-term in nature and
immediate success is difficult to measure.

22. The Satanic
Framework For
User
Engagement
Data
Capture
Data
Analysis
Omnichannel
Engagementa
Data
Activation
Data
Consolid-
ation

23. What does a perfect tech-stack look like?

24. Objective Targeting Personalization Channel Mix Delivery Time
“Why are you
running this
campaign?”
-Driving transactions
-Increasing
Engagement
“Who am I
going to send
the campaign
to?”
-Segment Driven
-Touchpoint Driven
“What am I
going to send
them?”
-Recommendation
Engine
-Transactional
Updates
-Promotional Offers
“Where am I
going to send
this?”
-Single / Multi /
Omnichannel
-Intelligent Channel
Selection
“When should I
trigger this
campaign?”
-Immediate / Delayed
Triggers
-Send Time
Optimization
Analytics

25. How Many Of You Were A Part Of The
Evaluation Team When WebEngage Was
Onboarded?

27. WebEngage In Numbers
201
1
Founded
300+ Employees
1.1+
Billion
FY 22 Revenue (INR)
6 Offices
Mumbai, Gurugram, Bengaluru,
Dubai, Sao Paulo & Jakarta
800+ Enterprise Customers
850 Million Users Tracked Per Day
1.5+ Billion Campaigns Delivered Per Day
1+
Billion
Users Engaged Per Day

28. To help clients retain and grow their customer base by
transforming their marketing landscape through automation
OUR MISSION

29. Brands That Thrive With Us
IKEA

30. Data silos torment marketeers. There’s
no consistent omni-channel view of their
users and a single source of truth
Thanks to these point solutions, user
engagement is incoherent in targeting,
messaging and frequency
With data problems and legacy tools,
most businesses can only dream of journey
orchestration and 1:1 personalisation
Death by tools…
literally!
! Data data everywhere, still
it’s nowhere..
RIP Engagement.
Long live bulk marketing!
Non coherent
products
!
9-12 months of
rollout time
Reduced agility in
day to day ops
These challenges are 10x more acute for mid-sized and enterprise digital consumer businesses
MARKETE
ER
CONSUME
RS
Top 3 reasons - why our customers choose us…
! !
! !

31. Customer Data Platform
Omnichannel Engagement
1:1 Personalization
Unified
Customer Profile
Auto Triggers
12+ Channels
Catalogs &
Recommendations
Mobile App
Personalization
Web
Personalization
Visual Journey
Builder
Reports
Data
Integrations
Dynamic/Stati
c Segments
Analytics
Realtime
Product
Analytics
Revenue
Dashboard
Segments
Analytics
Engagement
Dashboards
#RETENTIONSIMPLIFIED
The most powerful self-serve marketing automation suite to help
you convert, engage, and retain more users.

32. Data at your fingertips…
Dynamic segments using real-time personal and
behavioural customer data
Customer Data Systems to kill Data Silos
Customer Data Platform
Unified
Customer Profile
Data
Integrations
Dynamic/Stati
c Segments

33. Influence User Journeys...
Omnichannel Engagement
Auto Triggers
12+ Channels
Visual Journey
Builder
Reports
WebEngage Journeys help track each customer behaviour and trigger messages
on the preferred channel, at the right time.
Communication Channels:
Visual Journey Builder
Other Configs
Auto Triggers
Journeys
Relays
DND
Throttling
Frequency capping
Schedule reports
Occurrence of Event
Enter/Exit/Is In Segment
Change in User Attribute
For Specific Users
Enter/Exit/Geo-fence
Occurrence of Business Events
CSV

34. Automate lifecycle campaigns with ease with Journey
Designer
Visually map different scenarios in which your users experience your product and tailor real-time communication to each
individual through various channels

35. Automate important business communication
with your users using Relays
Engage your users based on the occurrence of a business event with series of workflow based
communication called relays
Automate price drop alerts
Whenever your products’ prices
go down, automatically alert your
customers.
Send re-stocking notifications
Automatically notify users as soon as the
products are available for purchase.
Broadcast app updates
Whenever you release a new app update,
automatically inform your users about it.
Promote content releases
Automatically send new content notification
to your users.
Price drop alert
On Timeout
Mobile push
Check if user reachable on
Send mobile push
Price drop
When business event occurs
now
DOLORESAPP
Hey Michelle! Pay $50 less on your favorite
handbag.
Shop Now

36. ... Across 12+ Communication Channels
Omnichannel Engagement
Auto Triggers
12+ Channels
Visual Journey
Builder
Reports
12 Communication channels that help you engage your users for
better conversions and in turn, retention.
Email
Mobile Web
Digital Ads Platform
Mobile Push
WhatsApp
SM
S
Mobile Web Push
In App Overlays
In App in-line Personalization
Browser Push
Web Overlays
Web in-line Content personalization
Google Custom Audience
Facebook Custom Audience
Email

37. Amplify and Enhance Push Notification Delivery with
Push Amplification
Overcome the challenge of delivery of push notifications with Push Amplification feature.
Engage your users and see which device contributed the most clicks.
With our enhanced delivery
mechanism, delivery of push
notifications can be amplified
anywhere between
50% to 75%.

38. Hyper-Personalization is necessary
Deliver contextual, relevant and personalized experiences for better
conversions
No-code Personalization
CMS agnostic, works with: Shopify, Magento, WordPress, or your
own stack
Works for Web, iOS and Android
1:1 Personalization
Catalogs &
Recommendations
Mobile App
Personalization
Web
Personalization

39. Introducing
Catalog
A personalization campaign is as good as the
data. Therefore, stale data often renders your
effort futile.
Catalog helps you fetch updated data and
send relevant personalized communication to
your users.
of consumers think it’s important for
brands to automatically adjust content
based on current context.
67%
Source: Hubspot

40. Use Catalog to Fetch Updated Data for
Your Personalized Communication
Fetching relevant product
title, image, and price from
Catalog

41. Why Catalog Works
Catalog fetches updated data,
including images, product
price, and more. It helps you
keep your communications
relevant.
Relevant Universal Application Automated Updates
Catalog is an extension of your
personalization campaigns, and can
therefore be used across channels.
Automate recurring updates of
your product catalog and
personalize your campaigns
with relevant data on the fly!

42. Introducing
Recommendations
Recommendation lets you personalize your
marketing communication, based on user
behaviour.
For example, if a user adds a certain product to
cart, you can use recommendation to show a
selection of similar products, which the user can
consider purchasing as well.
of users are likely to purchase
again from brands that offer relevant
product recommendations
56%
Source: Salesforce

43. Why Recommendation Works
Recommendation upgrades
your personalization
campaigns with additional
information based on each
user’s behaviour.
Predictive Customizable Universal Application
You can customize
recommendation for any
custom event (such as add to
cart) based on your campaign
requirements, with fall-back
support.
Recommendation can be
implemented across channels,
including web and app
personalization.

44. Use Case
Recommendation based on
user behaviour
You’ve left Something
Behind
Products Recommended for You
White Top
Green Satin Dress
Yellow Ribbed Top
Beige Crop Top
Orange One-shoulder Dress
GO TO
CART
1499
2499
1499
3499
3000
5499
2499
6499
4999
Highlighting product that was
left in cart
Showing product
recommendation based on
add to cart product
Can be used for any custom event in
your system
PRO TIP:

45. SAL
E
Asha,
Glad to Have You Here!
Use Case
Best-selling product
recommendation
First name personalization
based on user attribute
Showing product top-selling
product recommendation
Can also be used to show top
viewed products for your brand
PRO TIP:

46. Hi Emma,
Check out our new collection!
Frequently Bought Together
White T-Shirt
40.00
Add to cart
Category: T-Shirts
Tag: white-informal-look
1
Use Case
Products frequently bought
together
Using the cart abandonment
email to show products
frequently bought together
Can also be used to show top
viewed/ bought products
PRO TIP:

47. Numbers is what we drive
Realtime Product Analytics- Cohesive view of customer
activities across your Web & App properties
Revenue Dashboard- Complete attribution of Conversions
and Bottom-line contribution
Segments Analytics- Segment Performance across
campaigns
Engagement Dashboards- Channels and Journeys
effectiveness across campaigns
Analytics
Realtime
Product
Analytics
Revenue
Dashboard
Segments
Analytics
Engagement
Dashboards

48. Let’s See WebEngage In Action!

49. The Integration Constellation
Website & App GTM
GA
WebEngage
App Analytics
Clarity / Hotjar

50. Get Effortless Integration and Increased Conversions
with Shopify X WebEngage
Leverage Shopify to grow your e-Commerce business and create a powerful customer engagement
and retention strategy through WebEngage.

52. Session Started
iOS
1st Jan, 2023 08:40
Session Started
Android
4th Jan, 2022 14:20
Session Started
Chrome
12th Jan, 2023 08:40
Session Started
Chrome (Incognito)
20th Jan, 2022 08:40
Login with
9029142924
Anonymous browsing
continues
Login with
9029142924
Chirag.Parmar@webengage.com
Login with
7977230494
Update Email ID
Chirag.Parmar@webengage.com

53. Devices
iPhone 13
iOS 15.2 – 1792 x 828
Samsung S21
Android – 2400 x 1080
MacBook Air
MacOS Vienna – 1680 x 1050
PII
CUID
10245886
Email
Chirag.Parmar@webengage.com
Phone 1
9029142924
Phone 2
7977230494
Events
• Session Started
• Page Viewed
• Product Added To Cart
• User Login
• Purchase Completed
• Email Updated
• Session Ended
• Session Started
• Cart Abandoned
• Incognito Session Started

54. Identification
Data
Behavioral
Data
System User
Attributes
Custom User
Attributes
System Event
Attributes
Custom Event
Attributes
Demographic
Segment
Psychographic
Segment
Intent-based
Segment
RFM-based
Segment
Dynamic Segments
Static Segments

55. Real Time Analytics
Extensive suite of self-serve product analytics to help you gain real-time insights
Cohorts
Live
Funnels
Campaigns
Segments
Uninstalls
Events
Journeys
Paths
Revenue
Analytics
‸
RFM*
Channel
Overview

56. Funnels
Design funnels to eliminate
bottlenecks
Identify drop offstages in your product and
engagement lifecycle, to improve user
conversions, through valuable data-driven
interventions.

57. Events
Analyze user behavior on your
website, mobile app and in
your stores
Stitch together high-level insights based on user’s
actions and behavior into cohesive marketing
strategies,
distributed for maximum impact.

58. Cohorts
Compare how different user
groups behave over time in
onboarding, registration,
purchasing, and uninstalling.
Group users based on their shared characteristics.
Find out if new users love your product. Dig deep by
slicing and dicing data to ask increasingly important
and complex questions.

59. Uninstalls
Prevent uninstalls
before they happen
Take the guesswork out of churning users.
Change your product workflows or increase
engagement to stem churn and improve user
retention.

60. Paths
Visualize how users navigate
your app & website to identify
optimal paths &opportunities
for improvement.
Paths lets you isolate all the different ways your
customers navigate your app.

61. Segments
Gain deep insights into any
segment in seconds
Group users based on their persona and
behavior. Maximize your ROI by creating
marketing strategies tailored to each segment.

62. Live
Track live stats for your
app, website &
campaigns
Stitch together high-level insights based on
user’s actions and behavior into cohesive
marketing strategies, distributed for maximum
impact.

63. Channel Overview
Get insights & leverage the
channels that work best for
your business
Compare channels based on reach, traction, budget and
conversions to optimize spends and maximize impact.

64. Engagement and Revenue Overview
Analyze the revenue impact of your
campaigns
WebEngage's revenue analytics helps you understand the
contribution of your campaigns towards your business,
in terms of revenue.

65. Average Human
Attention Span
7 Sec
Average Attention Your
Notifications Get
3 Sec
Did You
Know?
The Thumb is the most expensive part of a human
body? Given the money brands spend to get your
thumb to tap equals ~ $2.7 Mn in an individual’s
lifetime.
Source: mad-over-marketing

66. 1.Use a clear and
attention-grabbing
headline.
1.Use power words and
action verbs to create a
sense of urgency.
1.Use numbers and
statistics to support your
claims and add
credibility.
1.Use social proof, such
as customer
testimonials, to build
trust.
1.Create a sense of
scarcity by emphasizing
limited availability or
time-sensitive offers.
1.Use emotional appeal
and make it relatable to
the target audience.
1.Use a clear and
specific call-to-action
(CTA).
1.Use storytelling to
make your product or
service more relatable.
1.Use A/B testing to
optimize and improve
your copy over time.

74. There’s a 12% jump in conversion rate
every time you add a new channel to
your messaging mix!

89. How to
optimize your
campaign
performance
without the
guess work?
Multi-Variate Testing
Send-Time Optimization
Intelligent Channel Selection
DND, Frequency Capping,
Throttling

90. Triggers
Actions
Conditions
Flow Control
Gearing up for scale!

91. Triggers
User or business initiated events that
can act as a starting point to
automated communication.

92. Triggers
Occurrence of User-
Generated Event
Entry / Exit / Is In
Segment
Change In User Attribute
Occurrence Of Business
Event
For Specific Users In A
CSV File
Entry / Exit Geo-Fence

93. Actions
Update User information or simply
choose 12+ channels in succession or
in tandem, to connect with your
audience.

94. Actions
Send Email
Send WhatsApp
Send App Push
Show In-App Notification
Show Web In-line
Set User Attribute
Send SMS
Send Web Push
Show App In-line
Show Onsite Notification
Call API

95. Conditions
Include periodic checks for event
completions and intelligently decide
whether to move your users along the
journey or exclude them.

96. Conditions
Is In Segment
Has Done Event
Check User Attribute
Check Best Channel
Is User Reachable

97. Flow Control
Introduce wait gaps to avoid
spamming!

98. Flow
Control
Wait For Some Time
Wait For Time Slot
Wait For Event
Wait For Date
Split
End Journey

99. User opens the app
and views a product
page
User adds the product
to cart and drops off
before checkout
User does not make
another purchase for 7
days
User gets a push
notification about a
sale that starts
midnight!
User gets an in-app
notification 5-mins later
to add the product to
the wish list
User adds the product to
the wish list
User get’s a WhatsApp
& Email message when
the sale starts
User gets a checkout
reminder on SMS & Push
after 10 minutes
User completes checkout
User gets a 20% off
coupon code for next
purchase
User gets an email &
WhatsApp
recommendation for
complementary products
User makes a repeat
purchase
Creating Journeys To Influencing User Journeys

100. Let’s Take You From Using WebEngage Like This:
To Like This:

101. E-Commerce
1
Reduce Shopping Cart Abandonment
With Automated Cross Channel
Workflows

102. E-Commerce
2
Convert Anonymous Window
Shoppers To Known Customers

103. OTA
1
Surf Abandonment Journey For Users
Who Want To Travel Urgently

104. OTA
2
Drive Cross-Sells By Recommending
Additional Services To Airline
Customers

105. Media &
Entertainment
1
Increase Free Trial To Paid
Subscription Rate

106. Media &
Entertainment
2
Filter At-Risk Customers With
Engagement Scoring

107. BFSI
1
Automate Recurring Payment
Reminders (EMIs)

108. BFSI
2
Automate Form Application,
Verification, and Fee Collection

109. Ed-Tech
1
Reduce Student Drop-Out Rates With
Automated Course Completion
Reports

110. Ed-Tech
2
Automate ‘Next Course’
Recommendation Post Completion

111. Let’s Put Your Learning
To The Test.
Shall We?

112. Hope You Had A Day
Filled With Learning!
We’d Like To Learn Too. Mind Letting
Us Know Your Thoughts?

113. We’re Committed To The Cause!

114. With