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Today’s modern enterprises are diverse, often operating with multiple brands, apps, or websites across different geographies. While this allows for a focused approach to each line of business, it often creates a fundamental challenge for customer engagement.
Let’s take the example of a fictitious company, say Galaxy Enterprise, a global sports-focused company with several brands: Galaxy Clothing, Shoes, Nutrition, TV, and Equipment. Each brand has its own app or website and serves varied regions. Each brand manages customer engagement independently.
The Challenges of Limited Cross-Brand Visibility
In this multi-brand or multi-app world, like Galaxy Enterprises above, each brand manages its own customer engagement independently, often in isolation. While customers more often interact across brands—for example, a customer buying sports clothing from Galaxy Clothing also purchases sports supplements from Galaxy Nutrition—the company and individual brands have limited visibility into their cross-brand behavior and journey.
This limits an organization’s ability to see and act on a complete picture of its customer base across the ecosystem. This fragmented view results in three major hurdles:
- Siloed Data and Insights: Lack of a unified workspace with a 360* view of customer behavior and information across different brands.
- Missed Opportunities: Inability to identify cross-sell or upsell potential, reduce acquisition costs across brands, and more.
- Lack of Collaboration: The inability to establish centralized governance and campaign management guardrails across brands.
These challenges directly impact an organization’s ability to derive value from its rich cross-brand or app data and drive enterprise-wide business growth. Our new offering, Portfolio, addresses these exact challenges.
Introducing MoEngage Portfolio
MoEngage Portfolio enables enterprises to bring customer data from multiple apps, websites, brands, or regions into a single MoEngage account, organized under distinct Projects. This provides a centralized platform that gives marketers a single source of truth, enabling a unified, enterprise-wide view of their customer base.
In the example below, you can see data from different Galaxy Brands stored under one MoEngage account (called Workspace). With this foundation, marketers can build precise cross-brand segments, uncover company-wide insights, and orchestrate relevant cross-brand journeys—all from a single, centralized place.
Check out the video from our recent NEXT event, where we launched the Portfolio product. Nalin, CPO at MoEngage, sheds light on what Portfolio is and what it enables for brands.
Portfolio at MoEngage Next
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What a Unified View Unlocks for Your Brand
MoEngage Portfolio brings your data from across brands or apps, enabling the following core capabilities:
Gain a Single, Unified Customer View
MoEngage Portfolio utilizes Identity Resolution to merge customer profiles from all your digital properties, creating a single, unified view of each customer. On the user profile page, you get customer information at both the company-wide (Portfolio) and individual brand (Project) levels, along with their activity details. This empowers brands to get a holistic view and understanding of customers and make smarter, data-driven decisions.
Uncover Cross-brand Insights across Ecosystem
Portfolio enables brands to perform deeper analysis on events and attributes across apps, brands, and regions to uncover holistic insights. This allows marketers to uncover company-wide, cross-brand insights in addition to brand-specific insights.
The image below highlights a funnel analysis that shows how customers who purchased clothing or shoes move on to buy nutrition products and breaks it down to see if there are any regional patterns.
Additionally, a company-wide view of key metrics—such as customer engagement, conversions, and campaign performance—helps identify company-wide trends, allocate resources effectively, and demonstrate ROI.
Perform Rich, Cross-Brand Segmentation
With Portfolio, enterprises can build highly precise audience segments based on behaviors and attributes from any of your projects. Marketers can apply both brand-level and global filters to build sophisticated queries. This enables powerful cross-brand targeting, essential for effective cross-promotion.
For example, you can create a segment of Customers aged 25–30 in cities New York and San Francisco who bought from Galaxy Clothing but didn’t purchase from Galaxy Shoes in the last 60 days, as shown in the image below.
Seamless Cross-Brand Journeys
The platform provides a single dashboard to manage engagement across all your brands. You can launch a single campaign for a cross-brand audience or orchestrate complex customer journeys that leverage events and attributes from across the ecosystem to deliver a seamless, integrated experience.
For example, continuing with the Galaxy Enterprises example, for the users in the recommended age group from NY & SF, you could pitch them Shoes 10 days after they have bought Clothing; or if they have bought shoes and clothing already, pitch them a nutrition product after 7 days, as shown in the example below.
Governed Access and Collaboration
Not only that, Portfolio, combined with the Enhanced Teams capability, enables enterprises to better govern access to different brands’ data. The Admin can create multiple teams and fix their scope of access.
For instance, Team Galaxy Clothing can only access and target users from the clothing brand, and similarly, Team Galaxy Nutrition can only access users from the Nutrition brand. This ensures governed access and collaboration while enduring necessary privacy.
MoEngage Portfolio on the Platform
Using Portfolio on the MoEngage platform to create projects for your different brands/apps, and leverage this unified data to uncover insights, create cross-brand segments, and drive engagement is straightforward. Check out the video below to learn how to get started using it.
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The Final Payoff: Driving Business Value and Growth
For enterprises that operate as a House of Brands, have several lines of business, multi-apps, work with several agencies, or run multiple franchises, MoEngage Portfolio provides a unified view of the customer and a streamlined approach to drive cross-brand targeting and engagement, helping to drive key business metrics:
Higher Customer LTV (Lifetime Value)
- Higher Share of Wallet: Unlocking cross-selling and upselling opportunities by understanding a customer’s complete needs and behavior across all your brands.
- Increased Revenue: Driving more frequent and larger purchases by surfacing relevant cross-brand offers.
- Stronger Retention & Lower Churn: Delivering seamless, contextual experiences that build brand loyalty across the entire portfolio, making customers less likely to leave.
Higher Marketing ROI (Return on Investment)
- Enhanced Customer Experience: Delivering personalized, context-aware communication that respects the customer’s history across all brands, reducing spam and frustration.
- Higher Conversion Rates: Targeting the right customer with the right offer from the right brand drastically improves the efficiency of your campaigns.
- Lower Acquisition Cost: Leveraging your existing loyal customer base in one brand to acquire customers for another brand through highly effective, low-cost cross-promotion.
MoEngage in Action: Real-World Use Cases
- Retail & E-commerce: A global sports enterprise with distinct brands for clothing, footwear, and nutrition can analyze demographic patterns of customers who purchase from clothing and footwear brands and later buy nutrition products. This insight helps them target the right audience for the nutrition brand, significantly reducing acquisition costs (CAC).
- Financial Services & Fintech: A multi-product financial company can create a sophisticated “HNI Score” by unifying customer behavior and information across different apps—savings amount and credit card spend from their core banking app, transaction value from their digital wallet, and usage patterns from their investment platform. By identifying these high-value customers, the company can precisely target them to promote new special wealth management consultation services.
- Media & OTT: A media company can combine user viewing data from its streaming service with article-read data from its news app to identify a “Sci-Fi Fan” segment for targeted content promotions. This enables cross-promotion and drives higher engagement across various platforms.
- Travel and Hospitality: A travel brand can gauge whether customers who book a flight from the airline app are also booking a hotel stay with their hospitality brand. If they don’t, a trigger campaign is sent to offer a discount on a hotel stay at their destination, increasing the brand’s share of the wallet.
- Gaming: A gaming brand can identify and target a cross-game segment of players who become inactive in a free-to-play game after checking if they are high-value spenders in a different title, to send a more generous winback offer. This ensures they don’t lose a valuable player and allows them to tailor the offer based on their overall engagement.
Conclusion: Unlock ROI with Data Unification
For modern enterprises managing multiple brands, apps, or regional businesses, MoEngage Portfolio is the essential solution to unlock the true value of customer data across the ecosystem. By unifying data, getting a single customer view, uncovering cross-entity insights, targeted segmentation, and powering cross-entity journeys, Portfolio helps brands identify hidden upsell and cross-sell opportunities, driving higher customer lifetime value, increased revenue, and stronger marketing ROI.
Ready to see how MoEngage Portfolio can help you harness the full potential of your ecosystem data? Request a demo today.
The post Unlock True Value from Your Customer Data with MoEngage Portfolio appeared first on MoEngage.
