When developing apps, having data intelligence as your foundation fuels the path to knowledge-based app development. As part of this, marketers need to think about the connection between their mobile app and email platform. Epsilon’s digital messaging platform Agility Harmony stores the data and insights required to fuel the messaging of the app in real time. This type of integration allows seamless access to rich consumer data at all steps of the marketing process including consumer insight, targeting, creative segmentation and analytics. Knowing the consumer in and out of the app is essential to marketing success. The increasing amount of customer interactions taking place in Mobile apps development needs to be integrated with all other channels and data sources to sustain a 360-dgree view of the consumer.
In 2016, we observed data-driven and technology improvements across apps within the marketplace. One of the biggest improvements many brands made was an effort to simplify the user experience and remove the complexity of the app. Features like ‘one tap’ for reviewing the best deals and inventory tracking were implemented. What fueled these capabilities was enhanced data intelligence and cross-platform integration.
Fuelling Mobile Apps
Leading app stores are flooded with more than two million apps for consumers to download from travel and hospitality brands, quick service restaurants, financial service organizations, retailers and others who use mobile as a critical component to support the customer experience. But to date, many brands have created siloed paths to mobile rather than integrating the experience with other channels to provide an improved customer experience. Nevertheless, 2016 saw technological advancements and data enhancements to improve experiences by knowing the consumer inside and outside of the five inch device.
This allowed the brand to more deeply segment their audiences and then push relevant and real-time offers via their Mobile app services. In this situation, the data informed the platform that the consumer had an infant triggering an offer for diapers to be sent. Additionally, by leveraging geo-targeting and beacon technologies, the retailer could determine when this consumer was in the store and offer real-time discounts on diapers while encouraging upsells of food, toys, organic infant clothes and more.