Tata CLiQ, the flagship digital commerce initiative of the Tata Group, is one of the fastest growing e-commerce companies in India. Tata CLiQ is a multi-category e-commerce platform and offers the new & now of fashion, footwear, accessories, electronics and luxury to over millions of brand affined customers. It also offers customers the convenience of quick delivery (by shipping from store), easy pick-up and returns, across 1,200+ brands and 1,000 stores in 100+ Indian towns and cities.
Tata CLiQ’s main challenge was around their limitation to scale by increasing affiliate partner networks. Doing so posed a challenge around increased exposure to mobile ad fraud. The CTIT (click to install time) metric looked off for some partners and the team suspected fraudulent activities. They also noticed several installs with very low conversion rates. It became clear that the team needed an anti-fraud tool in order to properly measure and optimise their marketing campaigns.
By using AppsFlyer Protect360, Tata CLiQ ensured growth by leveraging a variety of new media sources that they wouldn’t have used without a powerful fraud protection tool.
By implementing Protect360, Tata CLiQ was able to test new networks, optimize for quality traffic & make better informed marketing decisions.
Tata CLiQ’s tech-savvy marketing team embedded AppsFlyer’s Protect360 Fraud Prevention Suite to help identify and block fraud from various media sources. They also set validation rules which allowed them to define which installs should be attributed to a media source which led to significant performance improvements and a lot of saving.
Quick implementation of the Protect 360, lead to properly blocking fraud from new & expanding media sources and delivered dynamic real-time protection against every type of fraud.
Tata CLiQ had complete transparency into the emerging sources of fraud which further enabled them to make informed marketing and investment decisions, which resulted in impressive cost savings.
Since launching around their Anniversary Campaign, Tata CLiQ were able to block 1.2M+ fraudulent installs within a span of 3 months.
ESTABLISHED RELATIONSHIPS WITH NEW PARTNERS
The initial success of Protect 360 gave Tata CLiQ the confidence to continue and test new campaigns on various media networks which were not previously tested. We were able to run CPI campaigns without worrying about getting fraudulent installs.
Tata CLiQ’s team has now ramped up their media spend while improving their ROI within a span of just three months.
Head - Digital Marketing