Introduction to Marketing Operations - Mercari India DEV Meetup #01 Backend

WE ARE HIRING!!
https://careers.mercari.com/hello-india/

This is a team introduction of Marketing Operations Backend Team.
It’s a promotional strategy adopted to incentivize users based on their actions which could be real time or in past. Marketing Ops as a solution provides user segment, campaigns and incentive services to help tool consumers to design communication experiments and or incentive experiments.

This slide was presented at the first Mercari India DEV Meetup on the 20th August to introduce the Backend teams of Mercari group. The recording can be viewed from the link below.
https://youtu.be/w_khQWGhzic

- Speaker LinkedIn
https://www.linkedin.com/in/amit-kumar-090588/

Please follow us on our LinkedIn account for the latest information!
https://www.linkedin.com/company/mercari-india/

#Engineering #MercariIndia #Backend

Transcript

1. Introduction to Marketing
   Operations
   Amit Kumar
   Backend Software Engineer, Tokyo
   

   View Slide

2. ● Introduction
   ● What is Marketing Operations?
   ● Marketing Operations Objective as a Business
   ● Inside of Marketing Operations
   ● Resulting Metrics
   ● Our Customers/Consumer of the Service
   ● The Backend Team
   ● Future of Marketing Ops and Challenges
   ● Tech Stack
   ● Key to Success
   Agenda
   

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3. About me…
   Amit Kumar
   ● Mercari JP
   ● Marketing Ops
   ● Backend Software Engineer
   ● Language (JP/EN): EN
   ● Originally from Ranchi, India
   ● 11+ years of experience.
   ● Deals in Backend Architecture and Development to
   build scalable system.
   ● Joined Mercari in March 2020.
   @Amit.Kumar
   Your photo
   

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4. ● How to keep users engaged to our product/app/platform?
   ● How to increase the value proposition of our product/services to
   our users ?
   ● How does these value propositions alters wrt cost?
   ○ Percentage Discount
   ○ Monetary Value
   ○ Value of a specific product
   What is Marketing Ops?
   

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5. ● It’s a promotional strategy adopted to incentivize users based on
   their actions which could be real time or in past.
   ● Marketing ops as a solution provides user segment, campaigns and
   incentive services to help tool consumers to design communication
   experiments and or incentive experiments.
   So, how do you define it?
   

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6. ● Engage users and market product.
   ● Promote more of buying and selling.
   ● Build loyalty.
   ● Higher sales and revenue.
   ● Raise brand awareness.
   ● Quick monetary infusion into the business.
   ● Monitor user behavior to plan our future business.
   Objective!
   

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7. Who
   ● JP CRM
   ● Merpay
   ● Mercari Shops
   ● OMO
   ● Merlogi
   Which campaigns
   ● Referrals for customer acquisition
   ● New registration and onboarding (buy and list)
   ● Outerpay = MPU (Monthly Pay User)
   ● Merpay Smart Pay
   ● Easypay
   ● ….many more campaigns per month
   Who is using our tools / which campaigns
   

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8. Meet my team members…
   @keigo.andrade
   Engineering
   Manager
   @Rupesh
   Tech Lead
   @carolinesun
   Tech Lead
   @chan.jonathan
   Backend Engineer
   @Sora
   TPM
   @john.lau
   Backend Engineer
   @tenlingP
   Backend
   Engineer
   @codechaitu
   Backend
   Engineer
   @Amit.Kumar
   Backend
   Engineer
   

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9. ● Build a common Marketing Platform for the whole group
   ● Scalability
   ● Performance
   ● Availability
   ● Data Integrity
   ● Code Efficiency
   Future challenges…
   

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10. ● Golang
    ● GCP
    ● Spanner
    ● DataFlow
    ● Pub/Sub
    ● Docker
    ● Kubernetes
    ● Spinnaker
    Backend Tech Stack
    

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11. Aligned by Mercari values
    ● Go Bold
    ● All For One
    ● Be a pro
    Our Key to success as a team
    

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12. Thank you!!!
    

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