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Jared Fleitman
11-12-2019
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Mobile Engagement
The Critical Real-World Behavior Data (Probably) Missing From Your Mobile Engagement Campaigns

What if I told you that real-world behavior data could transform your mobile engagement? 


For example, let’s say you manage a food delivery app. You want to drive more in-app purchases and decide to send users a reminder to save time after a long day of work and order themselves dinner. The ideal moment to send this notification would be when they’re leaving work and heading home, but how do you know when that is? Some people may leave around 4pm and others might be workaholics who stay as late as 8 or 9pm.


By leveraging real-world behavioral data, you’ll go from sending out a mass push notification at a time you assume most people leave work to knowing when that time is for your unique users. In other words, users will only receive your marketing messages at the exact moment they leave—whether it’s 4:05pm, 6:35pm, or 8:57pm. This personalization powered by real-world data not only ensures that the messages you send are relevant to each user, but it also increases the likelihood that they will successfully engage with your notification and, subsequently, your app.


Sounds too good to be true, right? Well, luckily it no longer is.


But first, let me explain what real-world behavioral data even is. 


What is Real-World Behavioral Data, and Why Do You Need It?

In short, real-world data reveals more about the human behind the phone. It answers questions like:


  • What are your users’ unique behavioral traits (e.g., are they early risers, morning commuters, frequent travelers, etc.)?
  • What are your users doing at the exact moment you’re trying to engage with them? (e.g., did they just arrive home, are they about to get to the gym, etc.)
  • What are the real-world moments (e.g., user waking up, arriving home, about to go to sleep, etc.) that drive users into your app?

In short, this data provides the necessary insights about your user’s needs and preferences as well as their general availability so you are better equipped to send personalized and relevant messages to them when they’re most likely to respond. With this data, you will no longer be limited by the guesswork that typically characterizes mobile engagement campaigns (i.e., sending push notifications when users are only estimated to wake up, etc.). And the best part is that you can gather all of this data quickly and easily with Neura.


Neura uses over 40 different data points (e.g., location, bluetooth, WiFi, and other anonymous phone sensory data) to analyze users’ real-world behavior. And it’s a win-win situation. Your users don’t need to worry about privacy concerns because their personal information is kept 100% anonymous, and you have the opportunity to learn more about their lifestyle and habits to better segment and tailor your marketing messages.


But just as there are numerous benefits to incorporating the real-world behavior and traits of your users into mobile engagement campaigns, there are significant costs to not leveraging this data. And what’s worse, many marketers aren’t even aware that this data is available to use!


Now that you understand what real-world behavior data is and why it’s crucial to use in your campaigns, check out some of the major consequences of leaving this data out:


The Costs of Not Using Real-World User Behavior Data


1. Lower user engagement and retention

A major issue that mobile apps face is user retention. In fact, Appsflyer found that 30-day user retention was only 5.5% for non-organic traffic and 6.8% for organic traffic for mobile apps across all verticals in 2018, and Localytics reported that 21% of users abandon apps after just one use. With the app industry becoming more saturated with competition and the cost of acquiring users on the rise, these trends don’t paint a sunny picture of mobile app engagement.

Retention stats appsflyer
Source: Appsflyer

But, one way mobile marketers attempt to curb those negative trends is by sending push notifications. According to Liftoff’s App Engagement Index, push notifications are a powerful component of an effective strategy to drive app engagement, and there is a “clear correlation between the use of push and the increase in average retention.” But, merely sending out push notifications does not guarantee that your message will be read (or opened).


This is where real-world behavior data comes in. By knowing whether your users are morning commuters or avid travelers, or that some wake up at 6:15am and others around 10:00am, you are better equipped to tailor and personalize the messages you send, thus increasing the likelihood that your users will engage with your content and, subsequently, your mobile app.


And the results speak for themselves. Mobile patient concierge platform Helparound drove 55% higher engagement and 60% higher retention after segmenting its patients based on their unique lifestyle and behavior patterns and personalizing their communication in real time.


2. Decreased app revenue

Now let’s talk about another major KPI: revenue. Boosting user app engagement is a great milestone, but a major indicator of long-term mobile app success and longevity is how much money your app generates.


According to a report compiled by Leanplum, there is a connection between push notifications and increased in-app revenue. Leanplum’s data showed that 9.6x as many users will make a purchase when you send a promotional push notification. And, these same users are likely to spend 16% more money in your app.


But, before you begin sending out push notifications to the masses, it’s important to understand that doing so won’t bring you any closer to boosting app revenue. Similar to driving app engagement, it requires crafting messages that are personalized and tailored to your unique groups of customers, which is only possible when you incorporate real-world behavioral data.


With all this talk about real-world data, let’s bring in a real-world example. Digital health app MyDays found that 92% of its users who received notifications did not successfully engage with the app—an unfortunate, yet common, occurrence in the mobile app industry. After Neura analyses revealed that over 30% of users were receiving notifications while they were asleep and over 25% were receiving notifications after they had begun their busy days, MyDays knew it was time to make a change.


Data from Neura Insights was used to implement Smart Reminders that were only sent to users based on their unique behavioral characteristics and personas. This update led to a 150% increase in average revenue per user (ARPU). If you want to learn more about how they achieved this feat, check out the full case study.


Real-world behavioral data provided by Neura helps increase conversions and improves your ability to keep paying users around, which subsequently drives up retention rates and app revenue. Plus, having satisfied customers means you’ll experience higher overall LTV and generate strong, positive associations with your brand, which brings us to our third point…


3. Diminished brand affinity

It’s no secret that personalization builds brand affinity and enhances customer experiences. But, even though 94% of marketers know how valuable personalization can be, 95% of these marketers don’t actually know what to do with the data (according to this infographic from Monetate).


This is where Neura can help. 


Using Neura Insights that are derived from the real-world behavior of your users, you can target messages only to people who will find the offers most relevant and intriguing. For example, you can send personalized notifications about an upcoming fitness apparel sale to users you’ve identified as Avid Runners or Fitness Enthusiasts. In this case, you benefit by creating an emotional connection with your users and proving that you understand their unique needs, and your customers benefit by only receiving messages that are relevant to them and their lifestyles.

Avid runner

Plus, personalization helps combat the negative effects of notification fatigue, a growing epidemic among users who are frustrated with so many apps and services demanding their attention and sending them messages. Notification fatigue not only lowers users’ opinion of brands but may also lead them to uninstall apps completely.


By incorporating real-world data and personalization into your engagement campaigns, you’ll successfully eliminate the risk of notification fatigue, maintain positive relationships with your customers, and consistently prove the value of your app.


Ready to leverage the power of real-world behavioral data?

In today’s world, users are bombarded with marketing messages in both the physical and digital realms. The only way to cut through the clutter is to find the optimal moments to engage with customers and send messages that are customized to their unique behavior and traits.


Every day you’re not leveraging real-world data to do so is a day spent missing out on higher user engagement, increased app revenue, and stronger brand affinity.


But don’t let this discourage you! With Neura, this real-world behavior data can be at your fingertips. And what’s even better is that Neura is insanely easy to implement and can integrate with any mobile engagement platform (MEP) or CRM


So, what are you waiting for? Request a demo to start leveraging real-world behavior data today.