Good Data Leads to Great Mobile App Marketing Insights
November 17, 2022 | 10 minute readAs 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).
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Feature |
Marketer Benefit |
|
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 |
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Identify customers who are likely to spend more and those who have been spending but are likely to stop |
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Predict at design-time if a Push campaign title will lead to a higher or lower than the “33rd percentile” open rate |
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Identify which recipients are more receptive versus less receptive to marketing communications |
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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 SurveyAI adoption continues to rise AI’s prospects remain strong Marketing and sales business function is among the top AI adopters in organizations |
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
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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.
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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.
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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 |
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 |
No |
||
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Click |
User clicks on a call-to-action link within a Rich Push creative |
No |
Yes Enable “Link Tracking” in your Rich Push campaigns |
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Purchase |
In-app purchases made by the app user |
Yes |
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.
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 |
||
|
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 |
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 |
No |
||
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Open |
User taps on the message to be deep linked to the detailed promotional content. |
Yes |
No |
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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 |
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
Learn more:
- Designing Push Campaigns
- Designing Rich Push Messages
- Push Campaign Analysis Dashboard
- Designing In-app Campaigns
- In-app Campaign Analysis Dashboard
- Designing Message Center Campaigns
- Message Center Campaign Analysis Dashboard
- Implement and Validate Campaign Engagement Event Tracking
- End-to-End Testing for Mobile App Campaign User Engagement Events
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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