Good Data Leads to Great Mobile App Marketing Insights

November 17, 2022 | 17 minute read
Rohit Sah
Senior Principal Product Manager, Oracle Responsys
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As a marketer, you know that having insights into customer engagement is crucial for planning your marketing efforts. This is especially true for mobile app marketing. Responsys Mobile App Intelligence features, available as part of the Responsys Advanced Intelligence Package, enable marketers to engage mobile app users optimally through data science and machine learning capabilities. These features help marketers with a range of use cases, from Recency, Frequency, and Monetary (RFM) analysis to design-time push content optimization (as illustrated below).

Feature

Marketer Benefit

RFM Analysis

View distribution of customers across six different engagement profiles, such as “Champions” or “At Risk,” so that you can create targeted, personalized campaigns for these groups

Predictive CLV

Identify customers who are likely to spend more and those who have been spending but are likely to stop

Subject Line Optimization

Predict at design-time if a Push campaign title will lead to a higher or lower than the “33rd percentile” open rate

Fatigue Analysis

Identify which recipients are more receptive versus less receptive to marketing communications

Multivariate Testing (MVT)

Test up to 16 versions of a Push campaign to determine which one performs best

NOTE: MVT is not an Advanced Intelligence Package feature but is a key testing and optimization feature that relies on accurate engagement event tracking

Industry studies show that AI adoption by businesses is expected to continue to rise in the next few years and that the marketing and sales business function is among the top AI adopters in organizations.
 

McKinsey’s “The state of AI in 2021” Global Survey

AI adoption continues to rise
“Findings from the 2021 survey indicate that AI adoption is continuing its steady rise: 56 percent of all respondents report AI adoption in at least one function, up from 50 percent in 2020.”

AI’s prospects remain strong
“…[R]espondents say AI’s prospects remain strong. Nearly two-thirds say their companies’ investments in AI will continue to increase over the next three years, similar to the results from the 2020 survey.”

Marketing and sales business function is among the top AI adopters in organizations
“As we saw in the past two surveys, the business functions where AI adoption is most common are service operations, product and service development, and marketing and sales, though the most popular use cases span a range of functions.”


Is your marketing business function prepared to use Responsys Mobile App Intelligence features to their utmost potential? In this post we present some best practices you can implement to ensure a high-quality data set for your Mobile App Intelligence features.
 

Guidelines to Ensure a High-quality Data Set for Intelligence Features

  • Track mobile app campaign user engagement events thoroughly
  • (for example, Push Campaign Open, Conversion, and Purchase events)
  • Implement Push Purchase event tracking to attribute in-app purchases and revenue to Push campaigns
  • Ensure campaign user engagement events are recorded consistently for both your iOS and Android apps
  • Ensure your mobile apps use the latest Responsys Mobile SDK Version
  • Tag campaign purpose accurately as “Promotional” or “Transactional”


Significance of Mobile App Campaign User Engagement Data

As is the case with most AI features, Responsys Advanced Intelligence Package features also rely on past user engagement data to provide insights. Some features require a minimum amount of historical campaign user engagement data to train the data science models (learn more about Responsys Advanced Intelligence features). By tracking mobile app campaign user engagement thoroughly and accurately for all platforms (iOS, Android), you can ensure a consistent and high-quality data set for Mobile App Intelligence features.
 

Marketers that evaluate mobile app campaign effectiveness using campaign performance metrics (for example, Push Opens, Conversions, Purchases, and Revenue) in Responsys dashboards are well positioned for Mobile App Intelligence features, because they already record extensive mobile app campaign user engagement in Responsys.


What User Engagement Data Should You Record?

Responsys provides extensive mobile app campaign performance metrics for marketers. Work with your marketing and mobile app development teams to ensure Push, In-app, and Message Center campaign engagement events are recorded thoroughly and accurately.
 

Ensure campaign user engagement events are being recorded consistently for both your iOS and Android apps.


Push campaigns

User Engagement Events to track: Push campaign Open, Conversion, and Purchase events

  • Ensure Push Open event tracking works for your app (Learn more). It is essential to track Opens accurately because all metrics that follow in the conversion funnel, such as Push Conversion and Purchase events, are dependent on Push Opens being tracked accurately.
  • Implement Push conversion tracking in your app to record maximum engagement attribution for Push campaigns.
  • Implement Push purchase tracking in your app to attribute in-app purchases and revenue to Push campaigns (pre-requisite for RFM Analysis).
     

Event

Definition

SDK Integration Required

SDK Integration Documentation

Campaign Design Requirement

Campaign Design Documentation

Open

User taps the notification to land in the app

Yes

Learn more

No

 

Conversion

Conversion events such as in-app purchases, premium content (video views), social media events (shares) that are attributed to a push notification opened

Yes

iOS, Android

No

 

Click

User clicks on a call-to-action link within a Rich Push creative

No

 

Yes

Enable “Link Tracking” in your Rich Push campaigns

Learn more

Purchase

In-app purchases made by the app user

Yes

iOS, Android

No

 

NOTE: When SDK Integration is Required (Yes), your app developer team must follow the SDK Integration Documentation to raise the event.

NOTE: When there is a Campaign Design Requirement (Yes), your marketers must follow the Campaign Design Documentation to ensure campaigns are designed to track the event.


Push Campaign Performance

Mouse over a column; if it has a hyperlink, you can drill down on it. Right-click on the table to include more columns.
 

Mobile App

Platform Type

Program

Campaign Detail

Campaign

Interactive Notification

Sent

Bounced

Bounce Rate

Delivered

Delivered Rate

Opens

Open Rate

Conversions

Conversion Rate

Total Orders

Revenue

Average Order Value

Revenue Per Message

pushio-Eng1

android

Web Offer Program 9

  Loyalty One TH-K1 No 137     137 100.00% 35 25.55% 12 8.76% 12 € 12,825.00 € 1,068.75 € 93.61
pushio-Eng1 android

Multi-Channel Opt-in Offer 44

  Best Gift 3-E No 64     64 100.00% 15 23.44% 12 18.75% 12 € 5352.00 € 446.00 € 83.63
pushio-Eng1 android

Flash 20

  Imagine Those Prices SS3-X16 No 164     164 100.00% 46 28.05% 80 48.78% 80 € 13,265.00 € 165.81 € 80.88
pushio-Eng1 android

Web-Triggered Program 15

  Imagine That PUSH1-1 No 141     141 100.00% 37 26.24% 14 9.93% 14 € 9,254.00 € 661.00 € 65.63
pushio-Eng1 android

Saved Searches Alerts 4

  Perfect Brands For You T1-5X No 281     141 100.00% 70 24.91% 32 11.39% 32 € 11,057.00 € 345.53 € 39.35


In-app campaigns

User Engagement Events to track: In-app campaign Open, and Click events

Event

Definition

SDK Integration Required

SDK Integration Documentation

Campaign Design Requirement

Campaign Design Documentation

Open

In-app message is displayed to app user

No

 

Yes

Design In-app campaigns with “Opens Tracking” enabled

Learn more

Click

User clicks on a call-to-action link within the in-app message

No

 

Yes

Design In-app campaigns with “Link Tracking” enabled to track call-to-action Clicks

Learn more

 

In-app Campaign Performance

Mouse over a column; if it has a hyperlink, you can drill down on it. Right-click on the table to include more columns.

Mobile App

Platform Type

Program

Campaign Detail

Campaign

Sent

Delivered

Delivered Rate

Opens

Open Rate

Clicks

Click-Through Rate

pushio-Eng1

android

Not Applicable

  Sale Ending Soon 3I 228 228 100.00% 25 10.96% 8 3.51%
pushio-Eng1 iOS Not Applicable   Sale Ending Soon 3I 167 167 100.00% 20 11.98% 6 3.59%
pushio-Eng1 android

Mobile Program 2

  Loyalty Wins BIG-MXQ1 63 63 100.00% 14 22.22% 4 6.35%
pushio-Eng1 android

Loyalty Tiers 2

  Best Gift 3-B 60 60 100.00% 14 23.33% 4 6.67%
pushio-Eng1 android

Browsers 19

  Never Before - Mobile Only Best Offers 80 80 100.00% 21 26.25% 2 2.50%


Message Center messages

User Engagement Events to track: Message Center message Display, Open, and Click events

Event

Definition

SDK Integration Required

SDK Integration Documentation

Campaign Design Requirement

Campaign Design Documentation

Display

Message is displayed to the user in the message listing within the mobile app message center

Yes

iOS, Android

No

 

Open

User taps on the message to be deep linked to the detailed promotional content.

Yes

iOS, Android

No

 

Click

User clicks on a call-to-action link within a Rich HTML creative in the Message Center message

No

 

Yes

Enable “Link Tracking” in your rich HTML creatives

Learn more

 

Message Center Performance

Mouse over a column; if it has a hyperlink, you can drill down on it. Right-click on the table to include more columns.

Mobile App

Platform Type

Program

Campaign

Launched As

Distribution

Skipped

Skip Rate

Failed

Failure Rate

Sent

Displays

Display Rate

Opens

Open Rate

Clicks

Click-Through Rate

pushio-qa1

iOS

Not Applicable

  R_MessageCentreDirectCamp1 82 0 0.00% 0 0.00% 82 4 4.88% 1 1.22% 1 1.22%
pushio-Eng1 iOS Not Applicable   R_Rich_PushTestCamp1 79 0 0.00% 0 0.00% 79 10 12.66% 2 2.53%    
pushio-Eng1 android

P_MagCentre_TriggerMode

  P_MsgCentre_Campaign 80 0 0.00% 0 0.00% 80 12 15.00% 4 5.00% 4 5.00%
pushio-Eng1 android Not Applicable   006_06_MagCentreDirect 37 2 5.41% 0 0.00% 35 2 5.71% 1 2.86%    
pushio-Eng1 android Not Applicable   P_MsgCentre_Campaign 81 0 0.00% 0 0.00% 81 10 12.35% 1 1.23%   4

Adopt the Latest Responsys Mobile SDK

We recommend upgrading to the latest Responsys Mobile SDK as soon as new SDK versions are available. This ensures that your mobile app has the latest fixes and features related to tracking of user engagement events.

Tag the Campaign Purpose Accurately

Specify the campaign purpose accurately when you create your campaign. As of now, some Mobile Intelligence features:

  • are supported only for promotional campaigns; and
  • factor in user engagement data for promotional campaigns only and not for transactional campaigns

Create Campaign

Learn more:

Rohit Sah

Senior Principal Product Manager, Oracle Responsys

Rohit Sah is a Senior Principal Product Manager with the Oracle Responsys Product


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