CleverTap: The ZEE5 World Story

By CNBCTV18.COM IST (Up to date)

ZEE5 World Story

In lower than three years, ZEE5 has turn out to be the world’s largest streaming platform for South Asian content material. They initially launched in India in February of 2018, and by October of that 12 months, they had been providing their service in 190+ markets – a primary for an Indian OTT platform – with this geo-scale third globally. Grew to become the biggest OTT platform. Inside weeks of its launch, the platform had turn out to be the No. 1 leisure platform in main SAARC markets.

ZEE5 is now the popular leisure platform for hundreds of thousands of customers throughout APAC, Center East, UK and Europe, profitable not solely audiences but in addition awards and accolades.

Not too long ago launched within the US and quickly build up its presence in Canada, it’s the solely seamless streaming vacation spot for ‘desi’ content material available in the market right this moment, serving as much as 170,000 South Asian (Indian, Pakistani and Bangladeshi) content material. Presents on an hourly scale. in 18 languages.

To grasp extra about how ZEE5 World manages person engagement and retention, we spoke to the Buyer Lifecycle Administration (CLM) group, which incorporates: Vinay Iyengar, CLM and Head of Buyer Engagement, Kaneez Syed, Senior Supervisor – Person Retention, and Jasmeet Bedi – Assistant Supervisor, Person Engagement and Retention.

Key KPIs for a group embrace the variety of views and subscriptions, DAU, MAU, and retention win share.


enhance operational effectivity

“With the sooner platforms we had been used to, we had completely different panels for various time zones. This meant that we needed to make a number of variations of the identical marketing campaign in order that it could possibly be despatched to completely different panels,” says Bedi.

Manufacturing a number of variations added challenges to their operational effectivity and the group was on the lookout for an efficient answer. Moreover, with their present platform, they needed to create separate campaigns for Android and iOS units.

entry superior analytics

His earlier engagement companion did not include built-in person analytics. This meant that they’d no means of understanding how their campaigns fared, particularly in geographic areas. They had been unable to measure the affect of their campaigns on membership charges.

Attracting customers all through the lifecycle

ZEE5 brings in an enormous variety of customers with each new film or TV present it releases. The group has a larger alternative to have interaction with a person all through the client lifecycle to extend the time spent on the app and, because of this, improve the variety of subscriptions.

Their buyer engagement companion didn’t have an intuitive drag-and-drop journey builder, which hindered their skill to have interaction with the person from the onboarding stage itself.


With the intention of enhancing operational effectivity, creating campaigns simply for customers throughout time zones, and gaining a deeper understanding of person conduct, the CLM group selected CleverTap as their all-in-one engagement answer.

Automated segmentation for full viewers focusing on

ZEE5 affords content material in 12 regional Indian languages ​​together with Hindi, Tamil, Kannada, Marathi and Bengali, aside from 6 worldwide languages. Which means ZEE5 must market its customers on the premise of their most popular language. CleverTap’s automated segmentation permits them to create segments primarily based on person properties corresponding to language.

Bedi mentions, “Each Bengali present goes to a Bengali person phase and for customers who’ve beforehand consumed Bengali content material.”

One other layer of segmentation is finished primarily based on person conduct. “For instance: We’re working a marketing campaign sending a survey to our iOS customers who’ve watched a minimum of 10 movies in a given period of time,” he says.

If a person has added a film or TV present to their watchlist and hasn’t watched it inside 24 hours, the ZEE5 World group sends a notification to remind the person of the brand new addition to the watchlist. “Additionally, if a person begins watching the content material and falls within the center, we have now a set off marketing campaign that reminds the person that probably the most attention-grabbing half is but to come back within the episode,” says Bedi.

Ship time to A/B testing and optimizing optimum campaigns

“Within the final 90 days, we have now executed over 200 A/B exams for our campaigns the place we examined the emoji and variations within the title and physique. We have now additionally gone forward and experimented with the title format. Can we Maintain headings clear and concise? Can we preserve them open?” Bedi defined the A/B testing methodology of ZEE5.

The group has additionally experimented with completely different variations and check campaigns with and with out pictures. “As well as, we examined sending at the very best time for every person function, in comparison with sending a marketing campaign within the person’s time zone,” he famous.

Since their person base is unfold throughout the globe with distinctive app utilization patterns, discovering the very best time to message customers manually is just not a possible answer. If person A primarily based in London is an evening owl who consumes content material to loosen up and Person B primarily based in Mumbai consumes content material throughout weekends, how can they join customers to their most popular viewing time ?

Because of CleverTap’s Finest Dispatch Time, which mixes knowledge science with machine studying, connecting with customers at their favourite instances is now a breeze. “With CleverTap on board, we not have to create a number of campaigns to have interaction with customers throughout the globe. , Reaching a person exterior Canada or Bangladesh or the UK can now be executed by making a marketing campaign and including the very best ship time choice, says Bedi.

Automated journeys to have interaction customers within the buyer lifecycle

The journeys created by the ZEE5 World group are interconnected in order that customers do not become involved in a number of journeys or get overwhelmed by communication. The person who installs the ZEE5 app is the visitor person. Visitor person will get adverts whereas viewing content material on the app. Person registration is non-compulsory and as soon as the person is registered, the person is added to the onboarding journey the place the final word purpose is to make sure the person’s membership.

An vital journey for the ZEE5 World group is the journey of leaving the automobile. This go to is for customers who’ve been on the membership web page for a while however haven’t subscribed.

One other is directed to visitor customers who’ve watched movies on the platform however have not returned within the final 3, 5 or 9 days. “As well as, we have now a win-back journey for customers who’re brainstorming or have been brainstorming. We ship notifications to the person at intervals T-1, T, T+3, and T+5, Bedi explains.

Developments, Pivots and Funnels to look at person conduct

As a part of their pre-campaign evaluation, the CLM group depends on traits and pivots to grasp person consumption patterns and nuances. This helps the group anticipate person pursuits and reply questions corresponding to: What time is content material being consumed around the globe? How are customers in a specific location reacting to a specific sort of content material?

“For instance, a person within the UK watches content material on the app at X hours. Whereas a person in Bangladesh sees it at Y hours. Realizing this helps us to schedule our campaigns accordingly,” says Bedi Huh.

After the marketing campaign begins, the group makes use of the funnel to grasp how they carry out. Moreover, funnel analytics helps them higher perceive referral attribution and see which channel brings in probably the most viewers. Funnels additionally assist the group perceive how a person flows by way of the app and the place they transfer earlier than a conversion occasion.

End result

Utilizing the Finest Time function resulted in a 60% improve in CTR in comparison with not utilizing the function. Moreover, the group has seen their in-app conversion fee improve by 20%. Their recurring campaigns confirmed a rise in CTR of 8%, compared with the management group.

What’s going to occur subsequent?

The success of ZEE5 is predicated on their dedication to supply complete content material in a number of languages ​​that caters to a number of audiences and various teams throughout the globe. Realizing that every viewing expertise is exclusive, the corporate acknowledges the necessity for a extremely customized advertising strategy. To personalize every viewer’s expertise, ZEE5 is constructing deep, data-based advertising methods and communications to market separately, utilizing the in depth instruments and options that ClearTap gives.

This may allow them to pursue a extra customer-centric strategy, delivering unparalleled experiences throughout the lifecycle to higher interact and retain prospects and additional their purpose of changing into the world’s main platform for South Asian content material.

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