About Matrimony.com
Matrimony.com Ltd is India's first pure play consumer internet company to be listed on BSE and NSE. The company provides both matchmaking and marriage related services through websites and multiple mobile apps, and is also complemented by 110+ company-owned retail outlets.
Its flagship brands are BharatMatrimony, India’s largest matrimony brand, which has been rated as the country’s most trusted, EliteMatrimony and CommunityMatrimony. Also part of the Matrimony.com family is Jodii, a matchmaking service for non-graduates which is available in 10 Indian languages.
Matrimony.com’s goal is to build a billion dollar revenue company and a long lasting institution with a legacy for generations to come.
The Challenge
1. To reach out to 25–35 year olds who are looking to get married, as well as parents who want their son/daughter to get married.
2. Achieve an install to registration percentage of 25% to 35%.
Solution Offered by Appnext
Appographic targeting, along with demographic and technographic data held within the Appnext platform, used to identify potential high-value users.
New user acquisition CPI bidding campaign launched on Appnext, targeting the most relevant audiences in specific cities.
Multiple campaigns launched in various Indian languages and targeting different cities for a range of Matrimony.com products under the BharatMatrimony, Jodii, Community Matrimony and Bangladeshi Matrimony brands.
Proprietary AI-based technology and predictive analytics used to accurately recommend Matrimony.com products via dynamic engagements, presented at relevant moments during the mobile journey of potential users.
The Result
Within a few weeks of its partnership with Matrimony.com, the Appnext team was driving multiple campaigns that doubled initial install volume while increasing the target conversion rates significantly.
Within an additional couple of months, Appnext was producing both early and deep funnel conversion rates that surpassed the KPI and benchmarks from other UA channels.
Up to 200K installs
in the year 2022
Install to registration percentage increased to 43%
86% increase
in valid profiles registered
30% growth
in registrations
Testimonial
“As a leading matrimony app in India, we intend to reach out to a Target Group which is in the marriageable age and shows intent signals for marrying. Appnext is one of our important tech-powered app discovery partner in this endeavor, and since we started working with them in March 2022, they’ve consistently helped us scale our acquisitions.”
Arjun Bhatia
Senior Vice President and CMO
at Matrimony.com Ltd
Why Appnext Works
Exclusive app discovery platform
Appnext is the fastest-growing and largest independent mobile discovery platform in emerging markets, offering the only recommendation engine on the market encompassing both in-app and on-device discovery. The Appnext discovery platform powers 7B daily app recommendations via over 10,000 mobile touchpoints.
Patented ‘Timeline’ behavior-driven technology
Appnext’s patented behavioral analytics technology, ‘Timeline’, is uniquely capable of predicting the app users are likely to need next. This innovative solution means app developers and marketers can seamlessly engage with users directly on their smartphones through personalized, contextual recommendations.
Unique and accessible device level placements
Appnext has partnered with leading OEMs who have integrated our unique recommendation engine directly into their devices. Through these partnerships, companies like Matrimony.com can achieve user engagement from the moment the consumer opens their device for the first time and throughout their daily mobile journey.