Marketing & Promotion
How to Use Your App Data to Create Individual Customer Profiles
Monday, June 08, 2015
In a digital world, we usually think in big numbers and broad terms when considering our customer base, especially in our application driven economy. The concept of drilling down into a user base to track and engage individual users can be daunting - for the App Developer Magazine website alone we receive over 1 million unique users a month. That’s a lot of different individuals!
From a big picture standpoint, I can tell you that a large number of our readers are developers. We also see a lot of app publishers, IT managers, etc. For our website, which is driven by content, our readers are as varied as the topics we cover. We can paint a broad brush about who our readers are, but getting down to individual profiles is challenging. However, I believe engagement tailored to the individual is key for organizations like yours and ours to succeed - you can bet on it that our competitors are probably already doing so.
One of the advantages that mobile app publishers have is the ability to collect reams of data about their user base. While this data provides an opportunity for aggregate analysis, it also offers the chance to separate and create customer profiles for each individual user. Why do this? Simply stated, the more we can predict individual characteristics, the better we can create marketing campaigns that resonate to the individual – boosting response levels and monetization opportunities through ongoing personalized interactions.
To help app publishers demystify the process of understanding and creating individual customer profiles, Annum Munir, a marketing professional with Localytics, has provided an overview of this process titled “Learn How to Create a Complete Customer Profile Using Data (In 7 Steps).” In the article she explains how to start the process by extracting consumer data from your interactions with your users to create individual customer profiles.
As she points out, available date includes user interactions with websites, email, social activity, in-app activity, offline channels and more. The key is to take this unique data on your customers from a variety of channels and import it into one central hub. You may want to consider using your app analytics back-end as your hub, which can act as a CRM of sorts that supports the facilitation of personalized, timely, and versatile multi-channel marketing campaigns.
To learn more on how to go about setting up a system to create customer profiles, you can read the full article on the Localytics’ website.
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