Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time by Piyush Kumar : VP, Head Data Platform Engineering & Personalization at MakeMyTrip

1. P E R S O N A L I Z A T I O N
MICRO CHOICES,
MAX IMPACT
PIYUSH KUMAR - VP, HEAD DATA
PLATFORM ENGINEERING &
PERSONALIZATION

2. 89% 60% 70%
The data | Industry Impact
of marketers see a positive ROI
when they use personalization in
their campaigns - source : Adobe
of consumers say they’ll become
repeat customers after a
personalized shopping experience -
source : Twilio Segment
of consumers say that
understanding buyer intent is
important for winning their business
- source : Salesforce
Positive ROI Customer Retention Understanding Intent

3. Understanding our Travelers
01 Audience Segmentation
Science behind the journey(s)
03 Decisions
User Journey (Every Moment Counts)
02 Trip Micro-Moments
Delivering the experience
04
Actions & Interventions
Framework | Customer Experience

4. Audience Segmentation :
Understanding our Travelers
User Cohorts/Personas
Identify different types of travelers
such as solo adventurers, family
vacationers, business travelers, etc
Segmenting users to create tailored marketing strategies and improve
personalization.
Segmentation Techniques
Rules/Manual – HYDRA: Using predefined rules to
categorize users based on their travel habits and
preferences.
Dynamic Using ML Models: Using machine learning to
dynamically segment users based on their behavior
and changing preferences over time.

5. Trip Moments: User Journey
(Every Moment Counts)
Engage users at every stage of their travel journey to enhance their experience
Inspiration
Discovery
Decision
Booking
Preparation
Travel
Post Travel/
Feedback

6. Predictive Modeling: Use models to predict user
behavior such as likelihood of booking a particular
destination.
Uplift modeling to target users who are most likely to
book a trip after receiving a promotional email.
Contextual MABs / RL
Decisions:
Science Behind Your Journey
Metric Optimization
Analyze key performance metrics to
improve product offerings and
customer satisfaction
Use data-driven insights to optimize offerings and improve decision-making
processes.
DDDS : Data Driven Decision Service
Channel Optimization
Determine the most effective
marketing channels for different
types of messages and campaigns.

7. Actions and Interventions:
Delivering the Experience
Experience Delivery:
Content: Tailor content to the user’s stage in the trip micro-moment.
Recommendations: Suggest trips, upsells, and products based on
user profiles and past behavior.
Contextual Collections: Curate travel experiences and offerings
based on user interests and recent search history.
Communication: Engage users with timely and relevant
communications.
Persuasions: Influence booking decisions with targeted messages
and offers.

8. Remember PRO-S P: Personalize the Experience
Become "pro" in customer engagement
Tailor travel suggestions based on past destinations, ensuring every
recommendation feels uniquely suited to the traveler's taste.
01
R: Refine Interactions
Continuously improve communication by analyzing customer
feedback and interaction data to ensure clarity and relevance in all
messages.
02
O: Optimize Outcomes
Utilize real-time data to dynamically adjust pricing and promotions,
maximizing both customer satisfaction and business revenue.
03
S: Synchronize across channels/touchpoints
Ensure that customer preferences & experiences are updated
instantly across all platforms, from on-ramp to off-ramp, for a
consistent and fluid user experience.
04

9. “At MakeMyTrip, every micro choice made using our AI-driven
platforms leads to significant impact on customer satisfaction and
engagement. By personalizing the experience, optimizing every
interaction, and synchronizing across all channels, we ensure that our
travelers not only enjoy their journey but also remain engaged post-
travel. This approach doesn't just increase satisfaction—it builds loyalty
and transforms how customers experience travel.”
THANK
YOU