BlueConic has added what it calls “mobile app listening” to the company's platform, providing the ability to sync mobile customer data with customer data on the web to improve and facilitate unified experiences across channels.
This new feature can help companies solve app retention issue while gaining a better understanding of how individuals are using their mobile applications both in the app itself and as it relates to cross-channel activities.
A recent worldwide survey by BlueConic found that nearly a quarter (23.5%) of individuals use mobile apps to simplify purchases and more than half (58.5%) use them to help with services. The survey also found that app users in different stages of their buying cycle have different needs for the app. Some may want recommendations based on previous in-app purchases while others are looking for in-store discounts and local store hours. Understanding where an individual is when they open the app and serving up content that is relevant to how they have acted through other channels is key to successfully engaging them.
BlueConic's new mobile app listening feature provides the ability to track individual customer behavior within the mobile app, including what tabs they were on and for how long, where and when they swiped as well as what they purchased and when they closed out.
Using BlueConic's platform, that customer's mobile activity then syncs with his or her profile that has been built through interactions with a company via email, the web or in-store. This is an important feature given most buying journeys go across channels. An individual might go to the web to get familiar with a brand, at which point a marketer can begin to build their profile. When that same individual goes to the mobile app, a company can get valuable location information, better understand their stage in the buying cycle and serve content accordingly to drive conversion.
The mobile app listening feature is now generally available in the BlueConic platform to track customer information and reactions, merge profiles across channels and select the best interactions for each user. The platform also offers evaluation tools to gauge which interactions are working and which are producing a neutral or negative effect.
As a company, BlueConic helps companies optimize cross-channel marketing opportunities through improved customer engagement. It offers a SaaS-based online customer engagement platform that leverages a Big Data profile interaction store and machine learning to help companies synchronize relevant communications across web, mobile and social channels in real time.