Thoughts on Ezetap’s Acquisition of Hyderabad-based Startup, Clinknow

Well presented and extensive analytic data is the prerequisite for targeting customer groups with periodic sales and service offers. Apart from spending habits and most frequented means of shopping, if data can be gathered on demographics, product preference and proximity of outlets which stock preferred products, immense clarity could be achieved on the appeal of specific promotional activities and their target audience. With an increase of disposable income and resultant spike in spending, merchants are more eager than ever to roll out newer avenues and incentives for consumers to get excited about.

This rising demand for data collection and analysis brought Hyderabad-based startup Clinknow to the notice of mobile payments service provider Ezetap, based out of Bangalore. Clinknow, a venture of BITS Pilani graduates Abhishek Nayak and Arpit Mohan, was in the business of studying anonymous transaction data and building predictive models to reach out to consumers based on their purchase history, spending habits, location, lifetime value and other parameters. They have recently been acquired by Ezetap which is hoping to provide their affiliate merchants the ability to identify and aim at target groups better with the help of Clinknow’s advanced filtering and reporting systems. Merchants can also look forward to retargeting old users by freshly analyzing their recent spending patterns and create customized offers with the aid of the engine.

The acquisition would be particularly helpful for small and mid-size partners of Ezetap who do not otherwise have access to analytic tools. Applying the right conditions to data, a new online bookstore could gain valuable insights into the popularity of various titles and people buying them. So the next big thing in fantasy fiction could be immediately pitched to the fantasy lovers segment. Similarly, the newest Continental restaurant in town could quickly draw up a list of patrons favoring Continental cuisine and acquire them by reaching out with offers.

Seamless application of promo codes and discount coupons is another noteworthy feature of Clinknow’s services where a returning customer’s saved offers are automatically applied during checkout. This saves the customer the trouble of having to remember and manually apply the code. Card issuing companies can take advantage of transaction details to present their customers with relevant offers as well.

Ezetap has taken rapid strides to expand across Southeast Asia and Africa already. With Clinknow’s tools to propel them, the company is working towards delivering even better value to its partners and customers worldwide.

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