ConfirmTkt drives growth across 6+ marketing channels
What is Confirmtkt?
ConfirmTkt and ixigo Trains combined are market leaders in India’s train booking industry, managing a massive monthly active user (MAU) and monthly transacting user (MTU) base, with iOS users representing approximately 10% of their user base and delivering higher lifetime value than Android users.
The Confirmtkt Challenge
As a market leader handling massive scale, ConfirmTkt aimed to expand its user base while optimizing attribution across channels. As Subhadeep Chakraborty, Senior Manager – Growth @ ixigo & ConfirmTkt explains: “Given such huge scale, we wanted to explore new acquisition channels to continue our scale.”
Efficient attribution to support continued growth across channels for paid and organic
Expansion into new acquisition channels
The team needed to ensure their attribution model was working properly across both paid and organic channels to “measure all the efforts” and prevent channel cannibalization.
Why Singular
“Singular helped us solve our use cases for attribution tracking, fraud detection, and reporting, with a competitive pricing and quick support for any queries/issues. It was the natural choice.” – says Subhadeep.
The Singular Solution
ConfirmTkt implemented Singular’s comprehensive marketing measurement platform with combined attribution and analytics across 6-7 paid channels plus owned media. As part of this, Subhadeep shares that they have benefited from several key features:
Multi-Channel Attribution
Singular helped us measure our performance marketing activities, including organic banners and native placements, so we could correctly estimate our customer acquisition cost
Fraud Prevention
The fraud detection tool helps us understand our fraud install ratio, specifically against certain campaigns or certain sub networks and channels. From there, we are empowered to choose the intensity of our fraud prevention strategy using Singular’s custom fraud rules
Creative Performance Analysis
Creatives have become the crucial pillar for many of the performance channels like Facebook or Google. Singular’s creative reporting helps us understand which creative is performing better and which to drop
Plug-and-play ETL Integration
With the ETL information that is getting sent over to our own database, we can not only store that data but also apply certain other formulas over that data to come up with the numbers we need to grow the businesses
Confirmtkt + Singular = Success
With data driving “50-60% of optimization” decisions, ConfirmTkt has achieved operational improvements:
Scaled Performance Marketing
Successfully managing and optimizing campaigns across 6-7 paid channels plus organic initiatives
Enhanced iOS Performance
Despite representing just 10% of ConfirmTkt’s installs compared to Android, iOS users deliver higher LTV, making efficient measurement crucial
Advanced LTV Analysis
Implementation of Singular’s plug-and-play ETL has enabled sophisticated LTV calculations and month-on-month tracking by user and channel
Improved Campaign Quality
Real-time fraud prevention enables quick identification and elimination of problematic sub-networks and campaigns
The platform is now deeply embedded in their operations, with executives regularly using alerts to stay informed of campaign performance, and the growth team relying on detailed reporting for day-to-day optimization decisions across their extensive marketing program.
Additional Resources
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