Imagine your credit card company sends you on its new mobile application. You install and open it, enter your login information and are immediately greeted with an offer or a recommendation perfectly suited. Your application is automatically synchronized with your credit accounts, and soon you are planning payments, transferring balances, and redemption rewards – from your phone. The company reminds you when payments are due and alerts you high balances. Rewards deals grow increasingly relevant and useful. You find yourself using the app almost daily, registration for the content and promotions, as well as for accounting functions.
How a credit card company – or any company, for that matter – to offer a mobile app experience this rich and personalized from the start? By using the customer data they have amassed in their system of customer relationship management (CRM). When CRM data is integrated with the analysis of mobile applications and targeting, brands should not expect to collect data through the use of the single application. They can customize the experience to mobile from the first use, ensuring a level of ongoing commitment application which even led to know our customers better.
Now imagine that you could give your own application users a personalized experience this and engaging.
This is a step by step view of how the data combines CRM with mobile analytics to deliver rich, personalized mobile application experiences from the first connection.
Step 1: Acquisition
Are you able to identify what is working and what is not in your mobile-user acquisition strategy? Marketers can create and track multiple links from one acquisition to promote and drive traffic to their applications. Acquisition links include deep links that open a specific section relevant to the application rather than the home page. When a user downloads and runs an application after clicking your link, you will automatically retrieve the data acquisition. You can generate reports at any time to see how your marketing links are performing and what exactly is driving users to your application.
This level of insight into the mobile user acquisition led to important discoveries. For example, you may find that acquiring users through organic channels – such as email, mobile websites and social media -. Leads to higher retention rates than paid ad acquisitions are and reduces your overall cost per install (CPI)
Step 2: Authentication
When an existing customer downloads your app, the experience of the mobile application must be perfectly linked with your web, email, and social experience. Instead of creating a new separate account, a user must be able to enter the same credentials they use online, by tying its cross-device activities to a single customer profile. The mobile user authentication process is your big opportunity to know who is using your application and take advantage of shared information with you before.
If a customer goes shopping on your e-commerce site for several years, you can tap into its CRM data to apply his interests, preferences, spending patterns, location, and more for the first time experience the mobile application. This level of customization usually takes time to create when you rely on mobile analytics. If you are able to tap into your CRM data, however, application users can enjoy experiences that are consistent with what they are used online.
Step 3: Targeting
Remember the imaginary application that you downloaded from your credit card company? To show you truly relevant offers in the application, the company needs to know your credit score, past purchases, reward redemptions, and what other cards and products you use. This information is difficult or impossible to collect only by the interaction of mobile applications.
Without this valuable CRM data offline, targeting is awkward – sometimes non-existent. Mobile experience with the application, content and functionality are one-size-fits-all, making them static, impersonal and unhelpful (if not completely worthless). With CRM data, on the other hand, targeting sparks a continuous feedback loop of customer knowledge – you show provides users with the ability to check their answers enrich their customer profiles, and you can constantly improve “Stop show this again. ” the value and relevance of their brand experiences across all channels and devices.
From Analytics to target in a Software Development Kit-Mobile (SDK)
links of acquisition and CRM data are major launch points for the user of the mobile targeting and engagement, but they are only the beginning. Once you faithful users active applications that generate even more data and insight, you can refine your experience and mobile application features to support long-term commitment.
customer-data collection did not slow the growth of your mobile application and commitment. When you release your customer data from a silo and integrate all digital touch points, customers remain committed authentication to the tenth update your application – and beyond! That’s why Adobe has created a single SDK application that integrates with Adobe Analytics, Target, Manager Public, and the rest of the Adobe Marketing Cloud.