best practices for mobile engagement, marketing and personalization
TRANSCRIPT
Mobile User Engagement Tips
What is User Time?The points in time when a user interacts with your service
…
I’m listening to a track right now I going to the
Show next Thursday
I just reserved a hotel in San Diego
but haven’t booked it yet
Timely, contextual interactions leads to engagement & retention
…which means anchoring everything to User Time
MMAs are Caught in the Past (literally)
• Mobile Marketing Automation Solutions only look backward– Tell me which users launched my App last week– Which users searched in the last month– Show me the users that abandoned their cart in the past
3 days
...but interactions triggered off of past activity will be late, out of context & ineffective
CleverTap Runs in User Time
Real-world examples comparing MMAs with CleverTap to show the Power of
User Time
Trigger off Product Catalog Search – MMA
Last Week
Yesterday NOW Tomorrow NextWeek
User Searched for Headphones
Typical MMA Toolcan ONLY evaluate what
happened in the past
Check out the latest from Plantronics
Find all the users who “Searched” IN THE PAST
WEEK
MMA Tool
…and send them a Push Notification
Push arrives AT BEST 1 day AFTER the user Searched. It’s out of
context. The user has moved on…
User ActivityCampaigns
Trigger off Product Catalog Search – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Searched for Headphones
Check out the latest from Plantronics
Find all the users who are Searching Right Now
…and send them a Push Notification 5 minutes
from Now
The Push is timely and in context. It arrives right after the search with
relevant information.
CleverTap evaluates user activity as it’s happening
Right NowUser ActivityCampaigns
Trigger off Retail Order Placed – MMA
Last Week
Yesterday NOW Tomorrow NextWeek
User Placed Order for Shirt
Typical MMA Toolcan ONLY evaluate what
happened in the past
Use this referral code toTo refer a friend and get 10%
off next order
Find all the users who “Placed Order” IN THE
PAST WEEK
MMA Tool
…and send them a Push Notification
Push arrives AT BEST 1 day AFTER the order. It’s out of context and
unlikely to be acted upon
User ActivityCampaigns
Trigger off Retail Order Placed – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Placed Order for Shirt
Use this referral code toTo refer a friend and get
10% off next order
Find all the users who are Ordered Right Now
…and send them a Push Notification 10 minutes
from Now
The Push is timely and in context. It arrives right after the order is placed and is likely to be acted on while the
user is thinking about it
CleverTap evaluates user activity as it’s happening
Right NowUser ActivityCampaigns
Trigger off Travel Package Search – MMA
Last Week
Yesterday NOW Tomorrow NextWeek
User Searched for Travel Package
Typical MMA Toolcan ONLY evaluate what
happened in the past
Great deals to Hawaii still available
Find all the users who “Searched” IN THE PAST
WEEK
MMA Tool
…and send them a Push Notification
Push arrives AT BEST 1 day AFTER the order. It’s out of context and
unlikely to be acted upon
User ActivityCampaigns
Trigger off Travel Package Search – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Searched for Travel Package
Great deals to Hawaii available now
Find all the users who are Searching Right Now
…and send them a Push Notification Right Now
The Push is timely and in context. It arrives right after the user searches
CleverTap evaluates user activity as it’s happening
Right NowUser ActivityCampaigns
Retail Cart Abandonment – MMA
Last Week
Yesterday NOW Tomorrow NextWeek
User Added Headphones to Cart
But DID NOT Buy
Typical MMA Toolcan ONLY evaluate what
happened in the past
Get 20% off those Headphones
Find all the users Added to Cart but DID NOT
Buy IN THE PAST WEEK
MMA Tool
…and send them a Push Notification
Push arrives potentially DAYS AFTER the user Added to Cart. It’s
out of context. The user has moved on…
Cart AbandonmentCampaigns
Retail Cart Abandonment – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Added Headphones to Cart But DID NOT Buy within 15 Minutes of Adding to Cart
Get 20% off those Headphones
Find all the users who Added to Cart but DID NOT Buy within 15 Minutes of
Adding to Cart
…and send them a Push Notification Right Now
The Push is timely and in context and arrives RELATIVE to when the user
Added to Cart
CleverTap evaluates user activity as it’s happening
Right NowCart AbandonmentCampaigns
Food Delivery Cart Abandonment – MMA
Last Week
Yesterday NOW Tomorrow NextWeek
User Added Chef Salad to Cart But DID
NOT Buy
Typical MMA Toolcan ONLY evaluate what
happened in the past
Apply 20% off coupon for Salads
Find all the users Added to Cart but DID NOT Buy IN THE PAST DAY
MMA Tool
…and send them a Push Notification
Push arrives up to 1 day AFTER the user Added to Cart. Lunchtime is over. The
opportunity is gone.
Cart AbandonmentCampaigns
Food Delivery Cart Abandonment – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Added Chef Salad to Cart But DID NOT Buy
within 15 Minutes of Adding to Cart
Apply 20% off coupon for Salads
Find all the users who Added to Cart but DID NOT Buy within 15 Minutes of
Adding to Cart
…and send them a Push Notification Right Now
The Push is timely and in context and arrives RELATIVE to when the user
Added to Cart
CleverTap evaluates user activity as it’s happening
Right Now
…the lunchtime window
Cart AbandonmentCampaigns
Triggers in the Future – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Buys a Ticket to a Show for Next Week Don’t forget the
Show tomorrow Night
Find all the users who Bought a Ticket to a Show
in the Future
…and send them a Reminder Push Notification 1 day Prior
The Push is Relative to the Showtime and happens Before
the Show
CleverTap evaluates user activity as it’s happening
Right NowFuture ReminderCampaigns
Triggers in the Future – CleverTap
Last Week
Yesterday NOW Tomorrow NextWeek
User Buys a Ticket to a Show for Next Week Be Sure to Rate Mad
Max Fury Road!
Find all the users who Bought a Ticket to a Show
in the Future
…and send them a Reminder Push Notification 2 hours After
The Push is Relative to the Showtime and happens AFTER
the Show
CleverTap evaluates user activity as it’s happening
Right NowFuture ReminderCampaigns
Triggers in Future – MMA
Last Week
Yesterday NOW Tomorrow NextWeek
Typical MMA Toolcan ONLY evaluate what
happened in the past
Sorry – Can’t be Done with Mobile Marketing
Automation Tools
MMA Tool
Future ReminderCampaigns
Make Sense?
Triggers in the Future – CleverTap
Find all the users who Bought a Ticket to a Show
in the Future
…and send them a Reminder Push Notification 1 day Prior
NOW Wed Thu Fri Sat
User Buys a Ticket to a Show for Sat
Don’t forget the Show tomorrow Night
Push Reminder one day before
Appendix
FOR BLOG POST
15 Minutes Ago NOW
User Added Headphones
to Cart
Get 20% off those Headphones
Finds all users who Added to Cart but DID NOT Buy
within 15 Minutes
…and sends them a Push Notification Right
Now
CleverTap evaluates user activity as it happens
User DOES NOT Buy within 15 Minutes of
Adding to Cart
Personal• Talk to people not devices– A person is looking at the screen
• Reflect their interests– Narrow it down
• Reflect their activity– Past activity is a good guide for what’s relevant
Hi Jen, Welcome
Back!
Want to go to Chile? Now’s a
great time to travel
Click for the latest releases of Indie Rock
What is User Time?
The points in time when a user interacts with your service
• I am listening to a track right now• I just bought a ticket to a Show for next Thursday• I reserved a hotel in San Diego but haven’t booked it yet
Timely, contextual interaction is most effective strategy for engaging and retaining users.
…which means tying your communications
Timing & Context is Everything
• On Mobile a user’s activity is fleeting– Apps sessions are short– The user’s physical environment is always
changing• Their physical environment is always changing
Head of Startup Program, Monica [email protected]
USA Product Evangelist, Arkady [email protected]
USA Product Evangelist, Kara [email protected]
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