Introduction

The integrated solution of Optimove with Salesforce Marketing Cloud MobilePush (formerly ExactTarget) helps increase customer engagement and spend by using predictive customer modeling to send personalized mobile 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 customers who will receive each pre-scheduled marketing campaign – along with the Salesforce Marketing Cloud MobilePush push notification message and scheduled send time. Optimove pushes the lists to Salesforce Marketing Cloud via API, and then Salesforce Marketing Cloud sends out the personalized push notifications at the specified time.

How it Works

1. Enable Salesforce Marketing Cloud MobilePush in Your Mobile Apps

The app developer must create an updated version of each mobile app that will support push notifications via the Salesforce Marketing Cloud platform, using the Salesforce Marketing Cloud MobilePush SDK. This step must be repeated for each published app that will be used with Optimove.

Of course, all app users will have to update their installed apps from the App Store in order to receive the new version which supports push notifications via Salesforce Marketing Cloud MobilePush.

Who does it: the app developer, with support from Salesforce Marketing Cloud staff

2. Prepare 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, are 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 daily customer data supplied to Optimove must contain the Contact Key field. This field is used to match app users to customers in the Optimove database.

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. Grant Optimove Access to the Salesforce Marketing Cloud MobilePush API

In order for Optimove to connect to the Salesforce Marketing Cloud MobilePush API, the marketer needs to provide Optimove with login credentials for the client’s API instance.

All communication between the Optimove and Salesforce Marketing Cloud servers is via the Salesforce Marketing Cloud API. For the technically inclined, the Salesforce Marketing Cloud API guide is available here.

Who does it: the marketer, possibly with support from Salesforce Marketing Cloud staff, and Optimove integration staff

4. Connecting to Multiple Business Units

The marketer can connect Optimove to multiple business units under the same Salesforce Marketing Cloud account. In order to distinguish between business units, Optimove requires that all mobile push messages under the same business unit are named with a predefined prefix that will be used to associate each message with the relevant business unit.

The marketer should provide the following information to Optimove for each additional business unit that will be used from Optimove:

  • Business unit ID
  • Business unit name
  • Template prefix

Who does it: the marketer, possibly with support from Salesforce Marketing Cloud staff, and Optimove integration staff

5. Using the Joint Solution to Run Push Notification Campaigns

Defining the List of Apps in Optimove

Optimove requires the list of app IDs and app names to which Optimove will send push notifications. This list must be supplied to the Optimove integration team by the marketer. The marketer can find these IDs in the MobilePush client, under the Administration page.

When defining a campaign in Optimove using Salesforce Marketing Cloud MobilePush, these apps will be selectable in the campaign builder.

Creating and Retrieving the List of Messages in Salesforce Marketing Cloud MobilePush

The marketer must create specific API-triggered messages in the Salesforce Marketing Cloud MobilePush client. These messages will be used to create campaign-specific messages sent via Optimove.

The messages must be created with the “Outbound” type, with the send method set to “API Triggered”. The message’s target segment should be set to the “All Users” segment (for the relevant platform).

Step 1

Step 2

Optimove will import all API-triggered messages created for the listed apps (using the predefined template-name prefixes). It is recommended to use unique names for these messages, to help identify them as such (e.g., “Optimove_SummerSale”).

Create a Push Notification Message Campaign

When creating a Salesforce Marketing Cloud MobilePush campaign in Optimove, the marketer selects the relevant app from the drop-down list. Once an app is selected, the list of available push messages will be filtered to show only those messages associated with the selected app.

Note: The Salesforce Marketing Cloud MobilePush API has a send-rate limitation of approximately 250,000 campaign recipients per 30 minutes. Exceeding this limit could result in significant delays in campaign execution. It is recommended to use target groups containing no more than 250,000 recipients when scheduling MobilePush campaigns.

Retrieving Push Notification Campaign Metrics

Once each day, for a period of one week following the sending of each Salesforce Marketing Cloud MobilePush message, Optimove connects to the Salesforce Marketing Cloud API in order to retrieve the send rate metric for the campaign. This metric is displayed within Optimove’s Campaign Analysis page for each executed Salesforce Marketing Cloud MobilePush campaign.