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
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
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
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?
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?
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!
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
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
9. • Build a common Marketing Platform for the whole group • Scalability • Performance • Availability • Data Integrity • Code Efficiency Future challenges…
10. • Golang • GCP • Spanner • DataFlow • Pub/Sub • Docker • Kubernetes • Spinnaker Backend Tech Stack
11. Aligned by Mercari values • Go Bold • All For One • Be a pro Our Key to success as a team
12. Thank you!!!