WebEngage Elevates Data Science Capabilities With Propellor.ai Acquisition
WebEngage strengthened its data science and AI capabilities through the acqui-hiring of skilled Data Scientists from Propellor.ai. The decision aims to harness the vast amount of data stored in the WebEngage CDP, empowering clients with top-tier verticalised analytics and AI-driven solutions such as predictive segmentation, recommendations and persona development.
"Unlike productivity SaaS, WebEngage is uniquely placed to make a 20-40% impact on a customer’s revenue and profit metrics. Marketers across the world use ~ 20% of their retention tech stacks, limiting the ROI and impact they draw from it. We saw a clear need to deepen our advisory interventions to help move the needle for them. The exceptional team of Data Scientists will now supercharge how we leverage our customers’ data to deliver value. We’re calling this skin-in-the-game consulting because we only win if our customers win," said Avlesh Singh, Co-founder & CEO, WebEngage.
WebEngage is amplifying its efforts to showcase enhanced value and return on investment (ROI) through a data-driven retention consulting practice. Despite possessing billions of data points and robust engagement features, there is potential for platform adoption to increase substantially. Unlike well-established acquisition-focused advertising platforms such as Google and Facebook, the realm of retention and user engagement is relatively nascent, with talent supply in the ecosystem still in its early stages.
Abhijat Shukla, the 20 year veteran Data professional and the founder of Propellor says, “I’m excited to find such a vast playground to deploy all the skills and lessons with me and my team on delivering deep insights in easily consumable ways that can enable effective decision making. Data-hungry customers are in for a treat.”
The addition of this experienced team of data scientists highlights WebEngage's commitment to leading MarTech innovation. Coupled with a range of product advancements, the introduction of a service model innovation layer is anticipated to revolutionise how marketers and business executives view martech solutions, transitioning them into revenue generators rather than mere cost centres. The traditional customer success manager position at WebEngage is evolving into an analytics-focused growth consultant proficient in interpreting funnels and cohorts, and adept at discussing metrics such as Return on Ad Spend (RoAS) and Control Group uplifts.
Karthik Reddy, Managing Partner at Blume Ventures, an investor with WebEngage says, “"Webengage has a tradition of accelerating product sophistication, driven by their customers' needs. As an investor, we are proud to see this enhanced approach to a data and advisory practice. This can be orbit-shifting in terms of utilisation of data for even better retention for the client's customers. Propellor now means an even more impactful WebEngage inside more global consumer marketing teams.”
As WebEngage deepens its data and consulting practice, clients can expect substantially enhanced quality of insights and see the compounded effect of new campaigns across channels delivering ROI and contribution to revenue.
