Integrating the Appoxee mobile messaging platform with the Optimove retention automation platform helps increase customer engagement and spend by using predictive customer modeling to send personalized push notification messages to customers.
Marketers use Optimove to plan their customer marketing campaigns based on the advanced customer segmentation available in the product. Using Optimove’s customer modeling system, marketers are able to easily define and discover interesting groups of customers to target – groups that the company’s marketers wouldn’t have been able to identify and target otherwise.
The next step is for the marketing team to develop the particular offers or incentives they want to send each target group of customers.
Every night, the Optimove software generates the specific lists of customer IDs to receive each pre-planned marketing campaign – along with the Appoxee push notification message and scheduled send time. Optimove pushes the lists to Appoxee via API, and then Appoxee sends out the personalized push notifications at the specified time. Note that Appoxee’s in-app messaging is not supported by Optimove at this time.
How it Works
1. Integrating Appoxee into Mobile Apps
The app developer must create an updated version of each mobile app to support push notifications via the Appoxee platform. To do this, the developer must add an Appoxee function call that associates the current app user with the same customer ID (CID) that is supplied daily to Optimove by the publisher. This is accomplished by calling the Appoxee.setDeviceAlias function with the app user’s corresponding CID as it appears in the Optimove database. Note that if the app allows different users to log in, this call must be made each time a user logs in.
This step must be repeated for each published app that will be used with Optimove.
Of course, all app users must update their installed apps from the App Store in order to receive the new version which supports push notifications and user-CID association.
Who does it: the app developer, with support from Appoxee
2. Preparing Customer Data for Import into Optimove
The marketer, usually with assistance from internal IT staff, prepares the company’s raw data in the specific format required by Optimove. These customer profile tables, which describe each customer's attributes, will be imported daily by Optimove. Optimove uses this data to segment customers into a variety of dimensions (lifecycle stages, micro-segments, etc.) and to track the behavior of customers and target groups over time.
Important: The customer data supplied to Optimove must contain app-user mapping information, i.e., a table indicating which apps are in use by each customer.
Who does it: the marketer, with support from internal IT staff and Optimove integration staff. If necessary, Optimove staff can take a leading role in this stage.
3. Connecting Optimove to the Appoxee API
In order for Optimove to connect to the Appoxee API, the Optimove integration staff must receive the app vendor’s Appoxee login credentials (username and password).
All communication between the Optimove and Appoxee servers is via the Appoxee API. (The Appoxee API guide is available here.)
Who does it: Optimove sets this up in the software, using the credentials provided by the app vendor.
4. Using the Joint Optimove-Appoxee Solution to Launch Push Notification Campaigns
Defining the List of Apps in Optimove
The list of apps to which Optimove will be able to send push notifications will be supplied by the app vendor and defined in the software by the Optimove integration team.
Creating Appoxee Folders
The marketer must create a new campaign folder in Appoxee named, “OptimoveTemplates”. All the message templates for all the apps managed in Appoxee will be stored in this folder.
The marketer must also create a second campaign folder in Appoxee named, “OptimoveSentTemplates”. This folder will store all sent messages.
Note: Upon request to the Optimove integration team, the names used for both of these folders may be customized.
Retrieving the List of Message Templates
Since Appoxee does not support message templates, the marketer must create specific messages to be used as templates and attach them to each relevant app in Appoxee. These messages will be used later to create campaign-specific messages by Optimove. It is recommended to use unique names for these message templates, to help identify them as such (e.g., “Optimove_SummerSale”).
In addition, as Appoxee does not allow a “no schedule” option, the marketer must schedule these template messages to the latest available date in the future (e.g., 20 years). The Appoxee segment “All available users” should be selected (Optimove will create the segment dynamically upon campaign launch).
Creating a Push Notification Message Campaign
When creating Appoxee campaigns in Optimove, the marketer will select Appoxee as the channel and then select the relevant mobile app from the list. Once a specific app is selected, the list of available templates will be filtered to display only those Appoxee messages that are associated with the selected app.
In order to send the same campaign to additional apps, the marketer must add additional Appoxee channels, choosing a different app each time.
Sending the Push Notification Message Campaign
When Optimove sends the campaign via Appoxee, the software identifies all the relevant customers in the selected Target Group that are associated with the app selected for the campaign and creates a campaign-specific tag. The software then sends Appoxee the tag and the appropriate list of CIDs. In Appoxee, all relevant aliases are identified (based on the CID values) and “colored” using the campaign tag.
Optimove will then use Appoxee’s segments to create a new segment containing all aliases marked with the campaign tag. This segment corresponds to the target group of the campaign (filtered by app).
During execution, Optimove will duplicate the selected message template in order to generate the individual messages to be sent. Each sent message will be connected to the relevant mobile app, associated with the relevant Target Group and scheduled to be sent at the designated time. The duplicated message is then moved to the OptimoveSentTemplates folder, in order to keep the OptimoveTemplates folder uncluttered.