The mobile marketing platform, CleverTap, has announced their powerful suite of Discovery Tools, based on automated user segmentation. These tools enable mobile marketers to quickly unearth customer insights and accelerate ROI on their marketing strategies. CleverTap’s Discovery Tools are already being leveraged by enterprise customers to build long term customer value and to create impactful customer experiences.
Today’s customers expect brands to respond to their needs immediately. Businesses that are able to predict and respond to their user’s behaviors in a timely manner are the ones that will win. While progressive marketers have been using manual means of segmenting their users into micro-segments, this is a time consuming and expensive effort. Automated segmentation goes through users behavior data, running different machine learning algorithms and models on this data and is finally able to present interesting segment of users to marketers.
This set of advanced tools will instantly identify champion users, loyal customers differentiated from hibernating users and about to churn users. Automatically exposing these user segments allows marketers to focus their creativity on finding the best ways to engage with these segments – run a loyalty program for champion users and possibly run some win back campaigns on users likely to churn to get their interest back. With automated user segments at their fingertips, marketers can optimize their mobile strategies to drive higher conversions while reducing friction points.
CleverTap’s Discovery Tools Suite includes automated segmentation using the following models:
- RFM (Recency, Frequency and Monetary):
○ How recently a user has visited your app in combination with how frequently a user visits are valuable insights into how marketers can engage with them. Treating someone whom you’ve seen yesterday or a week ago differently from someone you’ve not seen for a year is critical. CleverTap’s RFM model automatically segments your entire user base into 10 automatic segments (from champions to hibernating users) so that you can see what you are doing right with one group, and what you can do more effectively to connect with others.
○ Users traverse through your apps via a thousand different paths. Some sophisticated users navigate it optimally, but many others get stuck and need help at different steps along their paths to conversion. CleverTap’s Flows lets you instantly visualize all possible paths of all your user segments. Using conversion percentages, you can identify the most optimal paths in your app. Provide an improved customer experience to user segments that are getting stuck and help them reach their destinations within your app.
○ With a few clicks, breakdown your users into weekend vs. weekday warriors; users who consume content in the afternoons vs. nightowls. CleverTap’s Pivots give you unlimited combinations of data visualizations to make your data actionable by providing the ability to pinpoint each cell as a segment of users. Easily discover your best customer segments without needing a data scientist to try hundreds of permutations and combinations to get to the same answer.
“Today’s users don’t have the time and patience to visit your app and dig for the information they need. Brands almost need to anticipate and dynamically react to their users’ needs. With the launch of Discovery Tools, we aim to automate a large part of how marketers discover their valuable customer segments. These tools will significantly improve marketing efficiency and help marketers spend their marketing dollars effectively”, said Sunil Thomas, Chief Executive Officer at CleverTap.