WEBVTT

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Two years ago, we
realized that we'd already

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set up push notifications
easily but there was still

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one channel that
wasn't available yet,

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and that was emails.

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And by that time
we had accumulated

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such a big database of emails
that were not actually being

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engaged at all.

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So we are basically
not using that avenue.

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As a company we've been working
on a lot of machine learning

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and AI capabilities
within the product,

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and when it comes
to data as well.

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So definitely the
CRM team is going

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to be focusing on using
machine learning and data

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science to build more models
and understand our users better.

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We're just a team of
two and within one year

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we managed to roll
from nine campaigns

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to about 129 campaigns.

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Number of emails now that
we can send out every week

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has gone anywhere between
10 to 13 times what

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we were able to do way before.

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And especially now, we
also have the capability

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to also run tighter
customer journeys,

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to increase our conversions
by anywhere between two times,

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as we're able to
speak on a much more

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intimate level with the users
across multiple touch points.

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We are leveraging
machine learning

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to try and understand those key
junctures of customer delight.

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We try to use
Responsys to help us

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to serve those
messages to inspire

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those key behaviors that inspire
you to buy the items you always

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been looking for, at those
perfect moments that will allow

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you to convert the most.

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Yeah, one of the
interesting features

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that Oracle Responsys
provides is link tables.

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We're able to track the
performance of the links

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with each of the email
campaigns that we send.

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There are actually
a segment of users

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who are very
interested in old cars,

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and this leads us to a
different strategy and approach

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in crafting the next few
campaigns, which leads to two

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times in clickthrough rates.

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Another feature of
Responsys is allowing

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you to view different dynamic
content within the same email

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campaign.

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So for instance, if a user is
publicly interested in cars

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we're able to insert
a few more car

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listings within the email
campaign with dynamic content.

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And this is what enables us
to increase our clickthrough

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rates by a lot.

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