Required Assignment 8.

1:
Outline an Analytics-Based Strategy
<Vidya Anoop>
Suggested time: 120 minutes
Assignment Instructions

In this assignment, you will outline an analytics-based strategy to optimise the digital marketing
campaign of your company or the digital marketing campaign of Swiggy, a popular food ordering
and delivery platform. 

Consider these as you outline the brand's strategy:

Note: This is a required assignment and counts towards programme completion. 

Swiggy is an online food ordering platform, connects people with restaurants. People can use
Swiggy App or website to look for eateries around their area and order from them. Its main
target audience is 18-35 demographic, which has easy access to smartphone, is fluent with
using apps to get services and looks towards online platforms to fulfil their daily necessities.

Search Engine Optimisation helps improve website rankings on the search engine results
pages (SERP’s). For a brand to rank organically high, it is important to have a good SEO
strategy. Swiggy has really worked on its Search Engine Optimisation.
The home page of Swiggy website has an appropriate meta title which includes their main
keywords like ‘food’, ‘online’, ‘food delivery’, ‘order’, and restaurants near you’. They have a
good meta description that includes the names of the popular cities that they operate in as
well as their most popular restaurant partners. They use one H1 tag on the home page, which
enables the search engines to know about the main topic of the page. Their backlink score is
good too, with a great mix of inbound and outbound links. Also, they have no broken links on
their website. They also redirect their traffic from non-preferred domains to their preferred
domain. They have an up-to-date sitemap, which helps the search engines to figure out the
layout of the site. Considering all these points, we can see that Swiggy has made a lot of
efforts to ensure that their webpages are search engine friendly.

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Objectives:
With the goal to let more users order food from the comfort of their home, Swiggy was looking
for a partner who could
Enable ideal users to discover and install their app.
Drive post-install engagement and orders.
Effectively detect and eliminate fraud.
1. Programmatic Inventory: RevX’s fully programmatic ad platform, integration with leading
global as well as local ad exchanges such as Google, Mopub, Columbia, InMobi Exchange
etc. enabled Swiggy to
Directly access premium and completely non-incentivized in app inventory of popular Indian
apps. · Reach 300M users in over 550K verified apps across India · Layer conversion data
over app users to discover and target high intent users resulting in quality installs at scale.
2. Fraud Prevention: AiCube technology is designed to automatically weed out fraud and
suspicious bid requests in real-time. It validates every app publisher for 15+ quality checks
such as malware, adware, brand-unsafe contents, valid ADID, app store rating and more to
ensure their ads appeared in an entirely fraud-free, high-performance and brand safe
environment.
3. Prediction Model: The proprietary machine learning model helped Swiggy identify and
acquire quality users with maximum likelihood to place an order after installing the app.
Additionally, the model continuously optimized the campaign to maximize returns and
maintain Swiggy’s target user acquisition cost.
4. Creative Strategy: To engage users most-efficiently, we ran mobile-optimized ads across
formats such as banner, native, interstitial and video. With time, the plat form identified the
best performing ad formats and automatically optimized the campaign budget resulting
in a better scale. With the goal to let more users order food from the comfort of their home,
Swiggy was looking for a partner who could ·
5. Day part Targeting: The platform automatically optimized the campaign to reach users
during most relevant day-of-the-week and time-of-the-day ultimately driving maximum app
installs.

Evaluate the criteria for success.

 Describe the attribution model(s) that is/are best suited to map conversion across various
digital platforms for the company.

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With an aim to deliver the food within 30 minutes on demand, Swiggy’s business model is
purely based on hyper local on demand food delivery business operation. Swiggy made use
of innovative technology and concepts to bridge the gap between restaurants and food lovers.
Swiggy’s success is part of a bigger trend in the start-up ecosystem: companies that have
controlled the entire value chain of customer experience have triumphed over pure market
places. Swiggy got a lot of things right, but the driving force behind its success is its excellent
logistics operations. Another criteria for their success is it has enabled a host of benefits that
includes lightning fast deliveries, live order and no restrictions on order amount, all while
having the pleasure of enjoying favourite meal wherever customers would like. Swiggy was
customer obsessed from the very first day of operation. Swiggy also made investments in
bringing up the technology to make its logistics network more efficient.

4. Describe the attribution model(s) that is/are best suited to map conversion across various
digital platforms for the company.

Attribution modelling is a strategy that allows marketers to analyse and assign credit to
marketing touch points that occur at the specific steps of the customer journey, from
searching for a product online to making a purchase and every action in between. Data
Driven attribution models for Ad words can be used as it gives credit for conversions based
on how people search for the business and decide to become the customers.

Rule based attribution is also well suited to analyse Swiggy’s conversions because breakfast
customers placing orders for evening snacks. In such case, can assign 35% to first click and
35% to last click on the ads that were run across social media channels and then divide
remaining 30% to intermediate channel. Because the first channel contributed to awareness,
the last click led to the final conversion and the rest other channels attributed as additional
frequency ensuring top of the mind recall of the user. So, all these channels should be
attributed fairly for Swiggy’s digital platforms.

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