Segmenting your Audience
Segmentation is an extremely powerful tool that will make your push notifications highly relevant, valuable and targeted. Before you can really see any information in the Segments section of XtremePush you will need to make sure you have tagged the relevant buttons/pages/events within your app that will allow you to target and create segment groups. Make sure to carefully follow our developer documentation around tagging.
Tagging allows you to track certain in-app actions your users have made. By linking these tags with each device you can then target those users based off their historical use of your app. The purpose of tagging within your app is so that, in an anonymous manner, you can profile your users into distinct groups by understanding which actions the user has completed in the app. When you're considering which parts of the app to tag think about which tags provide you with the most powerful information about your users. If you have a film review app for instance you will want to separator users who read reviews of action or Rom-Coms or horror films. This will be done by tagging those different sections of your app by those categories. Grouping your users into these categories will allow you to draw some general conclusions about who they are and how you can engage with them with targeted notifications. With tagging you can be as simple as the example above or you can dynamically tag so that everything within your app - even new content being delivered by feeds - can be tagged. If you want to contact our mobile engagement specialists please contact us at email@example.com and we will be happy to assist.
How to build a segment group
In this section we will give an overview of how to use our extremely powerful segmentation tools that make XtremePush the no.1 in mobile engagement software. We will also show you how to create common segmentation groups that can be used for retention, re-activation and on-boarding campaigns.
What can you do with XtremePush's Segmentation Tools?
There are hundreds of data points that XtremePush allow you to use to target your users. In the screen shot below you will see automatically captured data points through a standard integration with XtremePush software. From a basic integration with XtremePush you will be able to target your app users based on their app open history such as highly engaged users who have opened the app more than 30 times in 5 days; when the app was last opened for re-engagement campaigns by segmenting users who haven't opened the app for 20 days or more; from when the app was first downloaded to engage with users 7 days after downloading the app; when the app was updated; which country the device is registered in; the language that the phone is set to; the mobile carrier that the device is tied to; the OS currently used on the device; and the device model. Additionally external API ID's or database ID's can be utilised for one-to-one notification scenarios.
Additionally you can target by location history information which we will show below.
Creating your first Segment Group
XtremePush's segmentation tools are the most extensive app targeting tools available online. In this first example we have simply selected a tag in our Test App that is 'Category View : Breaking News' that would be used in a typical News App to segment users who view Breaking News in the application.
When you have a selected a tag to segment your users you have a number of options to increase your targeting. This is where it gets interesting. You can target users who have looked at Breaking News in your app more than 5 times within a defined time range. This allows you to communicate with app users who have completed certain actions in a precise time period. All of these rules/time lines can be changed to match your specific business use case.
Using Boolean Rules for Targeting
With Boolean rules you can intersect app user data to create highly target users groups who have entered Page 1 of your appand is located in France and has opened the app 10 times in the last 5 days and who has an iPhone 6 Plus. You will see in the top right corner there is the option to change the Boolean function to either and/or. When And is selected it means that all the conditions set below must be met for a user to receive a push notification. For instance tag is Business and country is Ireland meaning that only device which meet both conditions will be targeted. When or is selected it means that any device which meet any of the conditions will be targeted. For instance if the tag is Business or country is Ireland it means that all devices which have the tag Business or any devices which have are located in Ireland will be targeted.
Creating a Highly Targeted Segment Group
In our example below you will see that we have selected three different targeting functions to make a highly targeted user group. Firstly we have started to segment our users who have looked at 'Breaking News' more than 2 times since they downloaded the app. Then we have added a layer to target users who have been in a location more than once. And finally we have added a filter to just target users who have opened the app more than 5 times. We have added a number of additional data points, using boolean rules, to create a more targeted user group. Again each app segment will have different uses for segmentation and this is just a basic example. If you want to talk with one our mobile engagement specialists to help with your mobile tagging/segmentation strategy contact us at firstname.lastname@example.org and we will be happy to assist.
Inactive User Segment
A major problem with applications is user retention. There are a number of ways to win back and engage users but the most straight forward manner is to analyse when a large portion of your users have last opened the app. For media the point of re-targeting will be 15 days, for utility apps such as banking it may be 50 days. Our analytics section will help you to determine when is the best point to re-engage with inactive users.
You will see below that we have set the segment group to be users who have last opened the app more than 30 days ago. 30 days is a good measure of inactivity if a user passes 30 days without opening your app you should target these users with a special engagement strategy as there is a high value to keep these users. You can read more about our [analytics documentation] (mobile_analytics.md)
Using Location Frequency to Engage Users
Using our iBeacon or Geo Fencing technology you can target users who have entered your locations a set number of times within a date range. In our image below you will see users who have entered 'Lesiureplex' 5 times between February 3rd to the 10th inclusive. Businesses with locations often use this feature to engage with their loyal customers to offer in-store coupons, product reviews or get user feedback about new initiatives.
Adding a Segment to a Campaign
Once you've created your relevant segment group you will want to use this in a campaign. When you click 'Create Campaign' in your app you will see a tab at the top called 'Segments'. In here you have two options. You can send this notification to all users by clicking broadcast to all or you can send your notification to a defined group by selecting to target users.
Select 'Target Users' and you can target your campaign at a segment of your audience. You will be presented with the same segment creation interface found in the Segment Manager. You can select a predefined segment by picking Segment from the first drop down list and then picking your segment from the drop down list that will be available to the right as shown below.
You can also create a new segment on the fly in the same way you would build a segment in the segment manager as shown below.