Social Media – Automated Response Kills Brand Reputation

What "Word of Mouth" for Offline Marketing is "Social Media" for Digital. Today, I come crossed a security Issue in the Banking Institution Site. I immediately tweeted them the issue…. In few minutes, I got a automated response with a form link that i need to address the issue in the form. This is ridiculous experience for a whistle blower who escalates the security issue with the bank with a good intent to solve the issue as early as possible to protect the consumer. These type of automated message will tarnish the reputation of the institution. As human, we expect other human will respond from the other End (Via Social Media)…. Automation is good, but one should know Where to automate & what to automate….

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SEO – Google Organic Meta Description Length Increased from 160 to 320 Characters – Insight from SEO, Analytics & User Perspective

From Yesterday google started showing more content for each search result. The Search result description (Technically called Meta description) length has been increased from 160 Characters to 320 Characters.


Google SEO Meta Description Increased


From SEO Perceptive

  • People will only check few search results. People won't navigate to more search result page
  • To be top 5 in the organic search result it is very critical to get more visibility
  • Content is the king
  • The communication that provides solution will get more CTR

From Analytics Perspective

  • Organic Traffic will increase for content rich site
  • Avg. Time on Google Search result will increase
  • Bounce Rate to the Site will decrease

From user Perspective – There is more probability of getting the solution in Google search result itself

Taking on Patanjali with Ayush 2.0 Contest

I came across a contest in the website on Taking on Patanjali with Ayush. This Contest is only for B School Students. In this contest they defined three Queries

I. How would you create a market for Ayush?

II. What strategy would you adopt to take on the Patanjali brand, given its strong association with yoga guru Baba Ramdev and marketed on the Swadeshi plank?

III. How would you promote Ayush? What would your advertising message be? 

Pls. find below the link to participate in the contest

My Approach to these Marketing queries are given below…. Like to know your views 

I. How would you create a market for Ayush?

Best way to create market is to understand what consumer needs from Ayurved Product

  1. Product Endorsed by opinion Leaders in Ayurved Segment
  2. Product Quality – 100% Ayurved
  3. Product Certified by Reputed Ayurved Institute
  4. Cutting Edge Pricing
  5. 24/7 Customer Support
  6. Product Rechability in Tier II & III cities

Brand Ayush should focus on Point 1, 4 & 6 to create a Market

II. What strategy would you adopt to take on the Patanjali brand, given its strong association with yoga guru Baba Ramdev and marketed on the Swadeshi plank?

  1. Ayush Needs Brand Connect – Baba Ramdev is the Face of Patanjali. "Baba Ramdev" himself is a brand icon of Yoga. Patanjali nicely used Baba Ramdev Reputation to reach the massess. Ayush First need to Position his Brand with "Relevant Opinion Leaders" for doing any marketing activity. Otherwise Marketing spending will go for toss. Brand Connect with the Key for Ayush
  2. Scientific Backed Ayurved – Ayush Product is Scientifically Proven. This needs to be carried in all MarComm of Ayush
  3. Product at different Quantity – All the Ayush Product should be available in different Quantity (Very small, Small, medium, Large)

III. How would you promote Ayush? What would your advertising message be? 

  1. Free Product sample – Giving Free Ayush Sample with Unilever Product
  2. Product Endorsed by Opinion Leaders carried in all ATL, BTL Channels
  3. Advertising Message100% Ayurved Product Produced by the Brand you Trust

Firebase Predictions – Start Prediction your App User Behavior & Engage with them

Firebase Build new feature called Firebase Predications that tracks user behavior & generate User group. We can communicate these users group to engage & retain them 

Below User Groups are populated to target & engagement with them 

  • Churn Group –  churn group contains users who have been active during the last 7 days but are predicted to become inactive within the next 7 days
  • Not Churn Group – The not_churn group contains users who have been active during the last 7 days and are predicted to continue to be active over the next 7 days

Pls. Note: Note that churn is different from uninstalling your app. Users may churn long before they uninstall an app.  in fact, many users will never uninstall an app short of replacing their device

  • Spend – The spend group contains users who are predicted to make in-app purchases or ecommerce purchases
  • Not_spend – The not_spend group contains users who are predicted not to spend in the next 7 days. 

Engage with Target Users

  • Notification – we can communicate with User Groups to increase engagement & decrease churn rate. New tool to minimize the churn rate.   
  • Remote Config – It is possible to do A/B Testing ffor user Group 


How to track hybrid App Traffic (Android & IOS) segment in Google analytics

If you build hybrid app & request are called from webpages…. If we integrated google anlaytics for WEB Property, then the traffic from app is also populated in WEB Property. The challenge is how to segment the Mobile Traffic from WAP & APP. Build a custom report with OS & Browser dimension with required metrics. Then Filter the Dimension with Browser Name "Android Webview" & safari (in-app). The Traffic from these dimension are come from Mobile APP (Android & IOS). Pls. find below the sample report screenshot that shows hybrid app traffic



Only 30% of Indian Population has access to Internet

60% of the Urban population is accessed to internet but overall 30% of the Indian population has access to Internet. Nearly 65% of the population are below 35 Year old but still 30% has access to internet means How we Indians is way behind in infrastructure has compared to China. Even Africain countries like Sudan have internet Penetration of 28%, Uganda is 45%, zambia is 30% & South africa 54%. India is huge population & huge opportunity in digital space but lacks in infrastructure. 

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How to Build Conversion Funnel for Form Field Completion / Abandonment or Exit?

Image Courtesy: designshack.netThe key Metrics the Digital Marketers/ Product Managers Focus on "Conversion Rate" and find ways to make this rate better & better. To capture the lead, we use different forms – Registration  form, RFI form, Payment form, sign-up form & so on. Using Digital analytics tool (Google Analytics, Abode analytics, Omniture), it is possible to track the form level conversion. Whether the user completed the single or multiple form and from which form they exited. 

The funnel report helps to track the conversion in form level, but it is not possible to track the Abondenment at field level.

It is possible to track the form field level completion / abondenment to understand from which field info the user skip the form through events. Start triggering event during Form Field fill & find from which field they are skipping the form. This is gives us awesome insights. You can also use virtual pageviews for this.

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Firebase Analytics – Custom Event Setup

Those who are in App Development, would heard of Firebase.  Firebase is a comprehensive app development suite, that helps to build & grow app

How to Set-up Custom Events in Firebase Analytics

Image Courtesy: the help of the Event Param Object & attributes in Custom Event, we can able to track the specific engagement in App. For that, we need to define the Custom Event Name & Event Param Object String with Attributes. 

In Firebase analytics, there are two types of events

  • Automated Events – These events are populated automatically (no customized required) in Firebase analytics
  • Custom Events in Firebase 

    • Like Events in Google Analytics, it is possible to set-up custom events for specific App Engagement 
    • The report can be viewed in Firebase Analytics > Events  or extracted via BigQuery (if you subscribed to firebase blaze plan)
    • Firebase Event Setup

      • Firebase Custom Event Name Syntax
      • Bundle bundle = new Bundle();
        bundle.putString(FirebaseAnalytics.Param.ITEM_ID, id);
        bundle.putString(FirebaseAnalytics.Param.ITEM_NAME, name);
        bundle.putString(FirebaseAnalytics.Param.CONTENT_TYPE, "image");
        mFirebaseAnalytics.logEvent(FirebaseAnalytics.Event.SELECT_CONTENT, bundle);
      • Source:

      • Syntax: firebaseanalytics.<Event Name>,bundle)
        Example: firebaseanalytics.Event.Notification_Sent,bundle)

      • Custom Event Param Syntax

        Syntax: firebaseanalytics.Param.<Param Object StringName>,<NotificationName>_Sent

        Example: firebaseanalytics.Param.MEDIUM,WelcomeNot_Sent

The Event Param has various String Object like Medium, Content_Type, etc.Event Param String Objects details Link for your kind reference – Link.  Another advantage of Firebase Event is there is no limit on total volume on event log

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Products that Triggers the Prospects Impulse will Succeed

The brand that builds products that triggers consumer impulse will penetrate the market easily & faster. If the consumer feels if the product fulfils his perceived interest, the prospects will surely convert to consumers. The question is how to make the prospects more impulsive towards your product & services. The business needs to identify the "sweet spots" of the product that make the prospects more impulse and irresistible towards the product.  

Approach to make the Prospects Impulsive with some Use Case 

  • Create a New product Segment – Create a new product segment that delivers value to customers. Example Reliance Jio (ISP / Mobile Service Provider) USP – First to built new Infrastructure (4G LTE) with  Free trial period & competitive price point that triggers to impulse of the prospects to buy 
  • Build Unique Products that Caters to Specific Culture – Building products that aligns with the culture. Example: Gold Ornaments – People in South Indian are crazy about Gold Ornaments. Gold is one of the essential thing during their cultural functions & to show off their status. Brand like GRT Jewellers, Nathella, Kalyan Jewellers captalize on this by carving unique gold ornaments that triggers to impulse of the prospects & increase the Brand Equity & value
  • Build Trust & Provides Convienence – The Product that address the huge prospects pain points, provide solution & build trust will trigger the prospects impulse. Example: Brand like Amazon, Flipkart, address the consumer pain points, provide solution & build trust through their customer service
  • Products that Set Trends – Consumer love the products that set trends . Example: Google. Google is a 20 year old statistical company (Not only a search engine company) that build innovative products that set trends in the digital space

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Digital Marketing Campaign Tracking in PWA (Progressive Web Apps)

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Pls. Note: In PWA, the URL are not renderred in the Browser Address Bar, Some PWA Framework support customized URL other won't. In this case, we need to create synthatic URLs & push the URL like page in analytical tool. 

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