MoEngage (IN)

My main use case for MoEngage is user behavioral analysis and the trigger of campaigns based on the user's behavior that MoEngage provides.

A specific example of how I use MoEngage for user behavioral analysis or campaign targeting is that we have integrated MoEngage's SDK with our mobile application. When a user launches the mobile application, whatever journey or path the user takes, we have configured the respective events and custom events within MoEngage, which gives us the ability to do funnel analysis and provides us with clickstream data. Based on the key actions on the mobile application, we trigger various cross-channel campaigns such as push notification campaigns, WhatsApp campaigns, email campaigns, or SMS campaigns.

MoEngage's best features are its structured approach to everything, from creating user profiles to deciding the system attributes and custom attributes. How the events are defined, both system events and custom events, is another excellent aspect, making it a new-age platform which allows users to configure everything through profile APIs and event APIs.

MoEngage has positively impacted my organization because before MoEngage's onboarding, we were not having behavioral data or the behavioral analysis of our users in a single platform. Google Analytics was available, but it is somewhat user-agnostic. When we onboarded MoEngage, we could gather a lot of clickstreams and event data of whatever user profiles were created, and that has given us insights about the behaviors of the users which have positively impacted the business decisions that the marketing team or the business team makes.

MoEngage can be improved in the sense that while it is aligned to a mobile-first business strategy, bigger organizations with multiple business entities have complex requirements. Although MoEngage is great for having user behavioral data as the core of the platform, it should try to build the channels in-house. For example, the email channel relies on integrations with third-party service providers, which can create issues when there are integration glitches as MoEngage does not take ownership of those channels.

I have been using MoEngage for close to five years.

MoEngage is stable. It does not own any channels, so it remains stable.

Regarding MoEngage's scalability, it is quite scalable, but the only issue is that when user profiles created in MoEngage increase, the cost also rises, sometimes creating a mismatch between scalability and engagement.

MoEngage's customer support is good, and they have a dedicated customer success manager and integration expert. However, since they do not own actual channels, many queries are redirected to third-party service providers such as Netcore or SendGrid, which can lead to challenges as MoEngage does not take ownership of those services.

We have not used a different solution before using MoEngage.

We did not purchase MoEngage through AWS Marketplace. Instead, we connected with MoEngage's sales team, and they guided us through the agreement and onboarding process, with integration experts helping us get started.

Specific outcomes that show how MoEngage has impacted my organization include real-time triggers that it offers, enabling real-time campaigns that have increased the engagement rate. For example, when we started, our active user base was around 2 to 2.5 lakh users, which in 2.5 years has crossed a million now. The engagement rate, or what I would say, active monthly users has grown from 2 to 2.5 lakhs to over a million in around 30 months.

We have managed to increase campaign execution efficiency by 30%, as earlier, a campaign used to take around three days to rollout to actual users, but now it can be done in a day or maximum 10 to 12 hours.

My experience with MoEngage's pricing, setup cost, and licensing is that the pricing is reasonable. It is not too costly or too cheap, but when considering the overall cost, as it is a new-age platform, the tech team must be available to push data events and attributes into the platform consistently, making the total overall cost comparable to that of Salesforce Marketing Cloud for their enterprise edition.

Before choosing MoEngage, we evaluated a couple of options, including Gupshup and WebEngage, alongside MoEngage.

Regarding MoEngage's AI capabilities, I think its governance and security are quite good and standard as offered across other platforms. Their capabilities are good and easy to use and help marketers improve their campaign execution efficiency with those features.

Regarding the accuracy and reliability of MoEngage's AI output, I note that since it is an AI feature, it comes with a learning curve. Although MoEngage claims that it provides a well-trained AI model, we have reservations as sometimes the data it collects may not be accurate due to the specific format required for user attributes and events, which creates challenges for providing input data conveniently.

My advice to others looking into using MoEngage is that if your business model operates on a mobile-first strategy, then MoEngage is a good platform for getting user behavior and user engagement. However, it can be challenging to integrate with your in-house CRM if your sales teams are using CRMs such as Salesforce CRM or Microsoft Dynamics, as that integration requires significant tech resources. I would rate my overall experience with MoEngage as a 7 out of 10.

My main use case for MoEngage is for tracking user events. I use MoEngage for tracking user events by monitoring how the user has navigated on the onboarding flow, which actions were taken, and how the user flowed through our onboarding.

The best features MoEngage offers include the ability to create a funnel for the user flow, track how the flow is dropping, and identify where the flow drops, and we are experiencing good uplifting.

It is very easy to set up and analyze these funnels in MoEngage, and I find the process intuitive.

MoEngage has positively impacted our organization by providing us various insights through which we have tracked how the user dropped.

The insights I have gained have helped us improve our onboarding flow. Specifically, we analyzed what was impacting the process. We found that the major drop-off was at the point of Digilocker flow, and so we tried to analyze that.

We are still working on improvements to the onboarding process, and once that is live, we will see if there is an improvement.

I would like to add a feature on which we can track the events globally as we have in Mixpanel.

MoEngage can be improved by having a global screen on which we can track the events globally for all the users instead of going for a particular user or going for a particular event. We should have a single global view.

I have been using MoEngage for three years.

Regarding MoEngage's AI capabilities, I find its accuracy and reliability of output quite accurate, as I can see in conversation, the replies are as if I am having a conversation.

My advice for others looking into using MoEngage is that it is quite good for creating the funnels and tracking the user flows. I would rate this review seven out of ten.

My main use case for MoEngage is to track front-end events and the business team prepares data.

A specific example of how my team uses MoEngage to track front-end events is that they run campaigns on our DeHaat Farmer app and track those events. Based on that data, they track and conduct business.

MoEngage has positively impacted my organization by helping me send notifications to active users so they return to the app and place orders again, which has increased my orders.

Specifically, we have seen an increased retention rate for our customers, and order volume has increased by 20%.

The best features MoEngage offers are that it is very easy to access and has a very user-friendly interface so anybody can use it.

The interface is user-friendly because of how it is designed so that any type of user can use it very easily.

MoEngage has positively impacted my organization by helping me send notifications to active users so they return to the app and place orders again, which has increased my orders. Specifically, we have seen an increased retention rate for our customers, and order volume has increased by 20%.

MoEngage can be improved by adding more user-specific flows and decreasing the price.

Regarding improvements, I think the support team is very irresponsible and needs to be more active.

Regarding the notification system, MoEngage is very accurate, but it can be improved to be more user-specific with more custom notification triggers.

We need to get user-specific views inside MoEngage as an improvement.

I have been using MoEngage for two years.

My advice to others looking into using MoEngage is that a company should use MoEngage for tracking their user orders or user activity, as it can be very helpful for any company.

I have given sufficient feedback about MoEngage for the company to work on. I found this interview to be good overall. My review rating for MoEngage is 8 out of 10.

My main use case is nudging customers and bringing them to the top of the funnel to improve lifecycle marketing and customer retention. I use it to segment the user base on behavior and engagement, build automated customer journeys, and deliver personalized communications across emails, push notifications, WhatsApp, and in-app channels.

In our use case, we can discuss the option of bill payments. Bill payments is one of our products for which we are taking care. We send different types of push notifications and nudges regarding that, including sticky push notifications, emails, and in-app notifications. We have also been working with WhatsApp and RCS channels to improve efficiency and reduce drop-offs to get better results and conversion.

My main use case would be from onboarding and activating users, as well as moving them through to retention and re-engagement. I use it to build automated journeys and create behavioral segments. For example, if a member has dropped off while about to pay a bill, I nudge them within a certain timeframe, perhaps within ten to fifteen minutes, saying something like, "Oh, you have missed the payment. Are you facing any issues? If not, then please continue with our payments." This has improved customer behavior and has been working for us, improving click-through rates as well as conversions by thirty-five percent.

I have been using MoEngage for around two point six years now, and it is a beautiful tool for nudging customers accordingly. It is quite an effective tool that I have been using.

When I discuss the best features, the segmentations are pretty great. The UI on the platform is quite tremendous. It has also helped us segregate the data when we want to integrate our day-to-day uses for CRM strategy as well as segmentation building. The insights and analytics part is commendable work done by MoEngage. It helps us with day-to-day dashboard creations. There are certain dashboards which we create, and it also maintains the data management side. If we are passing the limit of events, it gives us an alert, which is quite a tremendous thing. The AI support of Merlin is absolutely fantastic. Overall, I am looking forward to utilizing MoEngage more and getting the best use out of it.

There are some areas which I feel MoEngage can improve. One area which I personally feel is on the reporting and analytics part. While the platform provides robust campaign metrics, I would like to see deeper customizations and more flexible dashboards. I would really like to take a step forward here and answer complex business questions without relying on external tools or BI solutions.

Another area is journey management. As an organization scales, customer journeys can become quite complex. Enhanced visualizations would be helpful. For example, if I have created a journey, I need to check whether the rules which I have added or the events which I have added are correct and whether the users which I want are flowing in the MoEngage automated journey. Previously, I used Iterable, and I found a small feature there that was quite useful. They added a MoEngage ID feature where you add an ID and it goes through all the rules which you have added in the journey and visualizes accordingly that a specific user has to flow through that journey. MoEngage does not have a certain setup where you can check if the members are flowing in the journey if you have added that journey and checked the rules. This visualization is missing from MoEngage.

Overall, I think MoEngage is a powerful platform with pretty good analytics and journey governance. The AI is still an upcoming thing, but it has the potential to become even more effective. Enterprise CRM tools are competing with it, but from what I have seen over time, MoEngage is still better than other tools which I have seen so far.

I would like to see more advanced reporting and deeper journey diagnostics as well as even stronger AI-driven recommendations. The platform is already very capable, but these enhancements could improve efficiency and decision-making for CRM teams at scale.

I have been using MoEngage for around two point six years now, and it is a beautiful tool for nudging customers accordingly.

We hardly find any difficulties or downtime in MoEngage, rather than what usually happened in Iterable. I think MoEngage works around the clock and is pretty stable. Our campaigns get delivered properly on time.

In terms of scalability, I have seen MoEngage scale quite highly. One of its strengths is the ability to handle large customer bases, real-time events, and high-volume campaigns executing across multiple channels. That is one of the reasons it is widely adopted by growing enterprise-scale scaling businesses.

Customer support is commendable. The CSM is doing a great job, and I give kudos to the CSM assigned to us. The tickets have been resolved on time. The touchpoint of the customer on our issues is getting pinpointed in barely two to three hours, and it gets a perfect solution to our business requirements. It is quite useful and comes in handy when support comes from customer service.

Previously, we were using Iterable, and we had to switch because we were restricted and not able to send certain types of push notification campaigns. We needed sticky push notifications, colored text, images, and media in push notifications with better segmentation. At that time, I think Iterable was not having the AI engine, but we constantly required that feature. The journey support was better in MoEngage, and the predictive models were stronger. The waterfall model in the analytics part is commendable work done by MoEngage. We also found that the in-app notifications were quite well designed in this setup. These are the few things which led us to switch from Iterable to MoEngage.

MoEngage has been helping us by enabling batch and blast communications to highly targeted and automated customers engaging through behavioral segments and personalized journeys. We are able to deliver more relevant messages at the right time, to the right person, with the right communication. The platform has helped improve key metrics such as activations, retargeting basis, and retention. The automated journey reduces the manual efforts of the CRM team, where we can work on other pieces and get the work done accordingly and act on upcoming products. It also has a very perfect analytics department. Experimentation capabilities have allowed us to continuously optimize our campaigns through A/B testing.

The experience in the pricing, setup cost, and licensing involved some rounds of discussions while we were discussing the cost and all the details. However, our IT team, engineering team, and overall as a CRM manager, I think we discussed internally the things we exactly required, and MoEngage stood out in delivering what we exactly required.

There was a demo which was shared directly with us. We reached out to MoEngage sales team, and they shared a demo with us. We did not use the AWS Marketplace personally, but the sales teams and the integration part of MoEngage team handled what we required while we use MoEngage.

I would not mention the ROI specifically, but I can mention the time saved. The time which we usually took on ad-hoc campaigns has been reduced by using journey flows, which has saved us considerable time. We can now focus on what we should focus upon, which is products and how we can optimize the products from the CRM side. It has also reduced the human effort which we usually draw to using the campaign. It has helped a lot.

There were certain options like CleverTap and Mailchimp, which are options. There is also a tool called Braze, which we were thinking about, but I think it is quite costly. Salesforce was another option, which again was quite heavy operationally. MoEngage worked pretty well for us.

I would say regarding MoEngage capabilities, there are some improvement areas. Accuracy is important to me. In the Hindi region, regarding the content which I have to send to my users, I still feel there is a need for improvement. Whatever content which I share in Hindi still shows me results in English. That is one sad drop which I see. The accuracy and reliability are parts which need to be worked upon. Some parts where the predictive models on the data side should be viewed as decision support tools rather than absolute truth. In my experience, capabilities such as predictive segmentations, churn predictions, and conversion propositions are mostly valuable for prioritizing the targeting. They help me identify highly potential audiences more efficiently than manual methods.

As a CRM manager, I would not blindly trust the AI recommendations. I need to fully verify the data. When I double-verify the data, I could get the accuracy around ninety to ninety-five percent in terms of my data retention and data predictions. I would consider AI as a reliable model, but I would definitely take a step back and double-check the data which MoEngage has been sharing with us to make sure the data which has been shared is real-time data which has been coming to us and been fed. I need to be sure on that.

When I talk about AI capabilities and governance, from my perspective, I would say MoEngage has taken a responsible approach to AI by keeping AI capabilities integrated with the broader customer engagement platform rather than operating a black box system. Features like predictive segmentations and engagement recommendations are generally designed to support marketer decision-making rather than being fully automated. From a governance standpoint, I appreciate that the organization retains control over audience selections and customer communications. Human oversight remains an important part of the process. On the security side, I would expect an enterprise platform handling customer data to have stronger control around access permissions and encryptions when AI features are eventually implemented. I would like transparency around how models use customer data and how permissions have been properly taken. Overall, I would say MoEngage AI is a useful decision support tool, but governance, data privacy, and human review should always remain key components of the CRM.

I would say if you are having a certain audience, my advice regarding the campaign execution tool is that bigger value can be used in building a strong lifecycle marketing program rather than simply sending messages. Before implementing, invest time in defining the customer journey success and building an audience. That is one of the key points. The quality of segmentation and personalization will depend heavily on the quality of the data. I would also recommend starting with a few high-impact use cases such as onboarding and activations or re-engagement journeys and then expanding from there. This demonstrates the value quickly by building the organization. Strong customer data combined with clear lifecycle strategies and MoEngage automation capabilities tend to see the best results.

I would rate this review an eight out of ten.