Vedantu's Insight-led Engagement Strategy Boosts Topline Business by 65%
Technology Category
- Analytics & Modeling - Machine Learning
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Education
Applicable Functions
- Quality Assurance
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Livestock Monitoring
Services
- Testing & Certification
- Training
About The Customer
Vedantu is a Bengaluru-based tutoring platform that was established with a clear vision to help every child get access to quality education anytime, anywhere. The platform is a pioneer in LIVE learning and has achieved significant success with a student base of 2.7 million spread across 500+ cities. Vedantu uses a real-time in-house built, virtual learning environment called WAVE, which offers a shared LIVE learning set-up between teachers and students. The platform uses AI and ML to personalize teaching and learning for each child and is designed to make the LIVE class extremely engaging and fun.
The Challenge
Vedantu, a Bengaluru-based tutoring platform, was facing a significant challenge in retaining and engaging its student base. Despite having around 2.3 million registered students across their website and app, the company was struggling to keep students engaged and complete their tutorials. Approximately 90% of students either added tutorials to their cart but didn’t complete the transaction, signed up for the tutorials but did not start or complete them, or completed tutorials but dropped off due to no follow-up engagement. The main roadblock was a gap in data enrichment due to missing data on user behavior and app activity, and missing data on source medium and funnel of existing campaigns.
The Solution
To address these challenges, Vedantu's team decided to identify the ideal student path from signup to tutorial completion on their website or app. They aimed to create cohorts based on student behavior and event actions across channels and campaigns, which would help them understand the stage where students were dropping off. The team wanted a continuous process of data monitoring and analyzing to ensure a more relevant, dynamic engagement was offered to students. Vedantu employed MoEngage to offer personalized engagement and maximize its engagement reach. They initiated an analytics strategy, creating multiple cohorts for retention and behavior trends. Based on these cohorts data, the team created dashboards to monitor their weekly and monthly KPIs. They segmented students based on app activity and funnel events, and started sending regular push and web notifications with variations in messaging and products.
Operational Impact
Quantitative Benefit
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