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Jared Fleitman
08-01-2019
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Mobile Engagement
How Neura Enhances Mobile Engagement Platforms (MEPs)

Have you ever heard the expression: you can’t just add a tool into your mobile marketing stack and expect change? Chances are you haven’t because I just made that up…and even though it doesn’t exactly roll off the tongue, it’s still profoundly relevant. Similar to the expression about not putting lipstick on pigs (who would do that anyways?!), it means that you can’t just incorporate a fancy mobile engagement platform (MEP) into your product strategy and expect it to automatically revolutionize your engagement. It requires the right mix of analysis, data, and insights to create the most optimized recipe for engagement.


Average industry-wide retention for mobile apps is only around 7% after 30 days. This is why MEPs have become a savior, or if we want to continue the recipe analogy, a key ingredient, that marketers use in hopes of turning this trend around.


But, what if I told you that there’s even more you can derive from MEPs, that it is possible to revolutionize your engagement if you’re proactive about leveraging the right tools?


Let’s say you’re managing a retail app and decide to run a campaign targeting niche early morning runners with new fitness apparel. The ideal time to send a marketing message about a sale on these new fitness clothes would be when each user wakes up to work out, right? The current challenge is that no user is the same. If you’re like me, count me in for a 7am pre-work run if I’m able to get to bed early enough. But if I had to work late or went to celebrate my friend’s birthday the night before, then my alarm won’t be going off until at least 9 or 10am. And this is true for anyone. 


So, how can you really be sure that you’re sending messages right when a user wakes up to work out? How do you even know which group of your users are early morning runners in the first place?


The answer to those questions lies in uncovering your users’ real-world behavioral data, which your current MEP doesn’t collect. But don’t worry, this is where Neura comes in. 


Let me show you how.


How Neura enriches MEP data to drive user engagement


If you want to truly connect with your users and deliver relevant messages, you need to discover who they are as individuals. Who is the human behind the phone? What are their unique interests and preferences that ultimately drive their behavior?


Many marketers jump straight to location data and believe this is the answer to all of their problems. Though location data is important, the user’s context—including their individual persona or mindset—actually provides a more holistic picture of who they are and makes it even easier to deliver relevant messages to them. This is what Neura can provide for you.


So you know a user’s location is “home.” But, did they just arrive, are they watching TV, or are they just about to leave? To take it a step back, what are these users’ unique behavioral traits that make them more or less receptive to different messages—are they early risers, morning commuters, frequent travelers, workaholics, and/or all of the above? And lastly, what is happening right at that moment you want to engage—are they commuting, sleeping, or idle and more available to scroll through your content or finally complete the purchase in their previously abandoned cart? The possibilities are endless! 


By uncovering this granular user data, you not only have a comprehensive look into who your users really are, but you’re better equipped to personalize and time your messages with improved accuracy and better outcomes. 


This might sound too good to be true, but now you’ll see for yourself how it works in real life. Let’s start with what a standard campaign looks like:



In this case, user segmentation is based on in-app activity, web-based data, and (sometimes) location data. You’ll see that the campaign is set to prevent firing in certain conditions and to initiate different communication attempts in the case of ignored messages. While these restrictions and settings are effective in maintaining healthy communication and avoiding notification fatigue, there’s a pretty significant piece missing: real-world context. Without this context, notifications may fire while the user is sleeping, working, or driving—all situations in which the user is unlikely to respond. 


Now let’s take a look at what a Neura-driven campaign looks like for a taxi app hoping to increase morning usage.


Segmentation:

You can define custom Audiences using Neura True Personas™ in MEPs like Salesforce Marketing Cloud®.

Every campaign should start with segmentation. When you connect Neura to your MEP, you can segment users by True Personas, pre-defined unique characteristics such as Workaholics, Frequent Travelers, or even Morning Commuters. These unique identifiers are created based on each user’s real-world behavior, rather than in-app activity, which means you can deliver targeted messages to hyper-refined audiences that are more likely to find your offer or content relevant.


Neura allows you to build highly targeted segments based on the real-world behavior of your end users in MEPs such as Braze.

In this taxi app example, the app managers will have a much higher chance of seeing success with their morning ride offer if they only target individuals labeled Morning Commuters.


Triggering:

Trigger marketing messages when a pre-defined, customized user event occurs, such as a Neura Moment.

After segmentation, the strategic timing of your campaigns is another key ingredient for success. A standard MEP lets you pick a time when most users are predicted to be awake and available to engage with the message. But as we discussed earlier, this time is different for everyone! If the campaign is triggered at 8:00am, for example, some users may be reached at the right moment, while many others will probably receive it while they’re still asleep, not ready to leave home, or already at work.


With Neura, your MEP-based promotion will trigger a notification to be sent only when a specific, customized event occurs. In the case of the taxi app, their morning offer will only be sent when each of their Morning Commuter users actually wakes up, whether it’s 6:15am, 8:43am, or 9:26am. This ensures that your app’s promotion is sent to users at the exact moment they become available.


Trigger smarter customer journeys and automations using real-world Neura Moments, from directly within your MEP.

By incorporating users’ real-world events, or Neura Moments, into your MEP, you’re better equipped to adapt your marketing messages to individual users, thus driving engagement. But, don’t just take my word for it. The results speak for themselves.


Sounds great, but how does Neura data plug into MEPs?


Neura can easily integrate into any CRM or MEP, such as Salesforce Marketing Cloud or Braze. With a simple exchange of API keys, you can be up and running with your Neura-enhanced customer segments and triggers as early as tomorrow. Any events and user reactions to campaigns then come back to Neura to be used for further campaign optimization.


Neura constantly learns from the feedback loop between the messages you send and how users react to build smarter and more accurate user profiles. This enables you to spend more time developing and optimizing your marketing offers while we take care of putting those messages in front of the right people, and at the right time.


Ready or not, the future of mobile app engagement is here


To sum it up, real-world behavioral data is the magic ingredient, the “secret sauce” if you will, in this entire mobile app engagement recipe. By incorporating just the right amount of these unique user insights into your current strategy, you have the ability to truly connect with your users, not just the phones they carry around with them.


And in today’s world, in which people are constantly bombarded with marketing and advertising messages in their digital and physical lives, it’s this “real-world contextualization” that will set your brand apart and help drive improvements in engagement that many other mobile brands struggle to achieve. 


About Neura
Neura helps leading mobile brands drive higher customer engagement with AI-powered insights and advanced campaign segmentation and triggering. If you’re interested in using real-world behavioral data to revolutionize your mobile engagement strategy, schedule a demo with us today.