4 Simple Steps to Implement Neura and Skyrocket Your Mobile App Engagement
I love Netflix.
What’s not to like? I get to binge my favorite TV shows and movies when I want and for as long as I want, and all for under 10 bucks a month.
You know what I don’t like, though? This on my screen while at work:
Obviously I won’t watch TV while working, so why bug me with all these notifications? The end result: I’m annoyed, and my boss thinks I’m addicted to TV (which may be true outside of work…). And in the end, Netflix doesn’t even accomplish their goal of encouraging me to watch the shows they’re promoting. It’s a lose-lose-lose situation.
And this issue doesn’t stop with Netflix. As a mobile marketer or product manager, it’s difficult to know exactly when users are most available and receptive to marketing messages, and which specific messages would inspire them to engage in the first place.
Luckily, we have a solution for you: Neura. We help mobile brands send messages to relevant users at the time they are most likely to engage. In other words, Neura can help Netflix send notifications when you are cozied up in bed and not at work, and we can help you send impactful, targeted messages to users who have the highest chance of responding.
But first, let me quickly explain how we work our magic…
How Neura Leverages the Power of Real-World Behavioral Data
So, how do we do it? Glad you asked!
Rather than only looking at user location to identify opportunities for engagement, we use location plus over 40 different data points (e.g., bluetooth, WiFi, and other anonymous phone sensory data) to analyze users’ real-world behavior.
It’s more than just answering “is the user home?”; it’s knowing if they just arrived, are home but are also watching TV, or if they’re about to leave. These critical moments determine whether or not users are truly available to engage with your messages.
Plus, we use this data to identify users’ unique behavioral traits (e.g., are they early risers, avid runners, morning commuters, frequent travelers, etc.) that influence how, when, and what types of messages they ultimately respond to. If you want to promote new running gear, for example, then it’s crucial to know which of your users are avid runners so you don’t invest time or resources targeting people who won’t actually find the offer relevant.
By analyzing those unique user data points, we create comprehensive insights that help marketers and product managers better segment and target audiences, thus driving engagement and retention.
Now that understand how we can help, here’s how easy it is to get started with leveraging these insights for yourself.
The 4 Quick Steps to Getting Started with Neura
If you’d like to see your engagement skyrocket, the power of Neura can be at your fingertips in just four simple steps:
Step 1: Map your customer journeys
Neura is here to improve your user engagement. But before you get started, you need to identify the appropriate key performance indicators (KPIs). Each customer journey has a different KPI, so we suggest mapping out the different journeys customers take in your product and deciding which KPIs you’d like to improve. Of course, if you already have those mapped out, you can skip straight to step 2! 🙂
Activation journeys: these journeys represent the initial usage of the app, such as account registration, adding a credit card, app open, first placed order, etc.
Retention journeys: these journeys are longer-term. One example is loyalty, in which the goal is to build a habit and encourage the user to open the app every day or every week at a specific time to perform an action. Another example is advocacy, in which the goal would be for users to share the app with others.
Re-engagement journeys: these journeys aim to revive dormant or dropped users and encourage them to start using the app again.
It takes less than 30 minutes to install, so ask your developer to help with this step before moving on to number 3.
Step 3: Send events to Neura
Now that you have the SDK installed in your app, it’s time to send events to our API.
Aspects of your customer’s journey, such as new user registration, orders and purchases, dormant users over time, and any other customer-related or in-app event, are relevant to us.
We use these events to correlate real-world behavior with the different journeys customers take in your app, thus uncovering each user’s context and determining which real-world event drove them to complete certain actions. For example, people who have just arrived home from a long commute after an even longer day at work are more likely to order food than cook. This would represent the ideal time for a food delivery app like Uber Eats to send a notification, as it will most likely lead to a successful engagement attempt.
Once we have access to your events, we create a report that reveals your top engagement opportunities based on real-world behavioral data. And you’ll be able to see these insights from directly within your Neura Insights dashboard to track:
What your users are doing in real life when you message them—are they sleeping? Driving? Busy at work? Commuting? Chilling at home?
Which real-world behaviors your users display—are they frequent travelers, workaholics, avid runners, etc? Each of your users has diverse attributes that distinguish them from others, so you should market to each group differently.
When, in real-life, each group of users is likely to engage with your app. This is how we find the correlation between audience type and subsequent availability.
Step 4: Adjust your campaign settings
If you’d like to leverage these insights in your own campaigns, the final step is to adjust your segmentation and triggering settings. Neura seamlessly integrates with mobile engagement platforms (MEPs) such as Salesforce Marketing Cloud (SFMC) and Braze. To use Neura on SFMC, you just need to add the Neura Salesforce app via the AppExchange. To use Neura on Braze, you’ll need to already be a Braze customer and to download both ours and their SDKs.
But before you think this means you must overhaul your entire engagement strategy, we want to clarify something. We understand the time and resources you’ve already invested into learning what works and what doesn’t, and the last thing we want is for you to reinvent the wheel. The power of Neura lies in the ability to optimize your existing campaigns, without requiring you to redo what you’ve already spent time creating.
To apply Neura insights to your existing engagement strategy, it requires two easy tasks:
Update conditions: Go to the dashboard of your current customer engagement platform and change the condition that triggers your existing campaign from a specific time to a relevant real-world action. For example, if you’re trying to reach people when they wake up, your campaign is probably set to trigger around 6am or 8am. Instead, you can change it to “just woke up,” which ensures the message will be sent to each person when he or she wakes up—whether it’s 8am, 10am or (god forbid!) 5am.
Update audience parameters: Go to your audience segments and add a real-world attribute to your existing parameters. For example, if you’re trying to target people who work longer hours, you can add the attribute “workaholic” and only send messages to that pre-set group of users.
That’s it! Now sit back, relax, and watch your KPIs rise.
Any questions? We’re here to help! Set up a time to speak with one of our customer journey experts here.