Running ads in many cities made “what's working” a hard question
Namma Yatri and its sister app Bharat Taxi advertise across cities that each have their own audience, language, and creative needs. For Aswin, who leads Performance Marketing, that created two problems. Answering a simple question about creative performance meant hours inside ad dashboards. And with results scattered across so many campaigns and cities, briefs to the design team ran mostly on gut feel.
One place to ask questions, split by region
The team brought in Segwise, an AI creative analytics and generation platform, about a year ago. It's now part of the weekly routine.
Instead of digging through dashboards, they ask questions in Segwise's chat interface, which works like ChatGPT but knows their ad data. Weekly alerts keep a pulse on campaign health and surface issues early.
Localization matters a lot in ride-hailing, so Segwise split their account by region. Each region's data lives in its own view. No more untangling city-level insights out of one mixed account.
They're also testing Segwise's AI-generated images in live campaigns. Results have been mixed so far. They see enough promise to keep it in the testing rotation.
Better creative briefs from cross-city creative analytics
The clearest shift is in the brief. By spotting patterns across campaigns, objectives, and cities, the team can tell designers specifically what to make more of.
Next up: more testing of AI-generated creatives in the production workflow.
“We've been able to identify patterns across campaigns, objectives, and cities, which has helped us give our design team much clearer direction on what's actually working instead of relying on intuition.”