How Gynoveda increased its Event Match Quality by 26% with EasyInsights' Match Rate Booster
Gynoveda enriched its lead with first party attributes to enhance event match rate in Meta
26%
Event Match Quality
Technology Used
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Data Enrichment
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Data Activation
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Audience Segmentation
Meet the Brand
Gynoveda combines Ayurveda, Technology, Content & Community to solve Fertility, PCOS, Periods related disorders. It is on a mission to impact the lives of 10 million couples by helping them fulfil their dream of becoming parents. Headquartered in Mumbai, Gynoveda has planned a 200+ chain of ayurveda fertility clinics in the next 3 years.
Gynoveda is also the recipient of prestigious awards like Times Brand Icon 2021, Most Admired D2C Brand Of 2022, Economics Times D2C Ayurveda Brand of the Year.
The Challenge
The Gynoveda marketing team had two major challanges
Low Event Match Rate in Meta Ads
Powering Customer Engagement Platform (Whatsapp) with real-time custom audience
The Solution
To overcome these challenges, The Gynoveda Marketing Team turned to EasyInsights. The implementation involved
- Installing EasyInsights Pixel to capture user movement across website.
- Enriching Leads with first-party data attributes from the CRM, and the data received from EasyInsights' Pixel data like IP address, browser id, fbclid etc.
- Sending the Enriched Leads as events to Meta Algorithm
- Creating audience segments (updated in real-time) to supercharge contextual marketing at each stage of the marketing funnel
The Implementation
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1
Lead Enrichment to Improve Event Match Quality in Meta AdsEasyInsights' Pixel was used to capture user's first-party data attributes including fbclid, device id, IP, etc.. The CRM leads were then enriched with these data. These events were high-intent signals sent to Meta Algorithm in real-time, to optimise Ad campaigns. Since EasyInsights' had enriched the leads, the Event Match Quality (EMQ) improved manifold.
Thus, the meta ad campaigns which were optimised on these Custom Events, now reached a more relevant audience, which greatly improved the ROAS of Gynoveda's Marketing Campaigns.
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2
Realtime Audience Segementation to Power Customer Engagement Platform (Whatsapp)The Gynoveda Marketing team created audiences for multiple campaigns at each stage of the funnel - acquisition, nurturing, decision-making and post-purchase stages. With EasyInsights Audience Builder, these audiences were updated in real-time and therefore the workflow associated with them was triggered in real-time.
Moreover, to plug ad wastages and prevent campaigns from targeting the same customers repeatedly, EasyInsights implemented Device ID exclusion. EasyInsights Pixel accurately collected device IDs and then uploaded them to Meta Ads as Custom Audience. These audiences are then excluded to ensure they are not repeatedly bombarded with the same adverts.
