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CMA Mobile Marketing 2018 - How Mature is your Mobile Marketing Strategy?

What are your approximate MAU numbers?
<25k
25-100k
100k-1m
1m-10m
10m-50m
50m+
Which MMA Solution(s) do you use to manage your Mobile Marketing?
Urban Airship
Appboy
OtherLevels
Swrve
Firebase
Leanplum
Teradata
Optimove
Salesforce
Adobe
In-house
Unsure
We don't have a platform
Who owns the budget for your MMA platform?
Product/Dev
Marketing/CRM
Other
Please Specify:
Do you collect any of the following items for marketing purposes?
Email address
Mobile/Cell number
None of these
Which of the following message types do you use to for Mobile Marketing?
Rich/App Inbox
App Push
Browser Push
Interstitials
Alerts
SMS
Email
Which of the following message types do you use to for Mobile Marketing?
Rich/App Inbox
App Push
Browser Push
Interstitials
Alerts
Does your Mobile Marketing Strategy cover every one of these, or are there separate silo's between some message channels?
Single strategy that covers all message types
Some message channels are silo'd
Every message type is treated in isolation
Do you use any of the following technology as part of your marketing strategy?
Geo-targeting
Beacons
Near Field Communication (NFC)
Augmented Reality
QR Codes
None of these
Would you consider exploring those technologies in future?
Yes
No
If you use App Push Notifications, do you adopt any of the following?
Soft opt-in Interstitial
Push with Images
Push with Video
Push with Buttons
Deep-linking
Try to limit message copy to c. 60 characters (where possible)
Use notification 'title' field to increase message copy real estate
Do you consider your UI/UX as part of your marketing strategy?
Yes
No
Which elements of UI/UX do you adopt for marketing purposes?
Video Tutorials
Dynamic Content (experientially-led marketing)
Event triggered-messaging
Funnel optimisation
App resource testing (colours, placement, values, sizes etc)
Is your App also available on Mobile Web and/or Desktop Web?
Yes
No
Do you ensure you have a shared view of your user event & tag/property data across each platform?
Yes
No
Does your Mobile marketing strategy coordinate across App, Mobile Web and Desktop Web?
Yes
No
Select which external systems are integrated into your Mobile Marketing platform
CRM/BI
ESP/SMS
Real-time event stream data from 3rd party systems
3rd party SDK's such as (acquisition & attribution, advertising, analytics etc)
Do you trigger messages as a result of events occurring within the App?
Yes
No
Do you trigger messages as a result of external events outside the App (leaderboard position change, stock price move, new tournament starting etc)
Yes
No
Do you segment your audience for Mobile Messaging?
Yes
No
Do you segment based on simply the presence of a user tag/property, or the actual value. For example, just the fact that someone has purchased, or the actual item they've purchased?
We just check the existence of a tag/property
We segment based on the content of the tag/property data
How often is your targeting/segmentation data updated?
Near real-time
Hourly
Every 24 hours
Never
Do you enrich your user data with data from external sources?
Yes
No
Do you use personalisation in your message copy (first name, balances, birthday etc)
Yes
No
Do you use propensity modelling (churn, VIP/whale, lapse etc) in your marketing strategy?
Yes
No
(Excluding EMAIL & SMS) Do you use split testing to optimise your messaging?
Yes, on all the message types we use
Yes, on some of the message types we use
Not at all
Do you have a formal message test plan in place?
Yes
No
How long does the test plan span
0-1 month
2-3 months
4-6 months
7-12 months
Over a year
What elements of your messaging do you test?
Message tone
Message length
Call-to-action
Emoji use
Sound use
Time of delivery/display
Creative/Button colours
Creative/Button placements
Creative/Button CTA
Button/Field default values (inc. IAP bundles)
Segementation/Audience
Message Cadence
UX design and interface for Funnel Optimisation
Retargeting
Deeplinking
Personalisation
Other
Do you employ message retargeting (where appropriate)
Yes
No
Do you use predictive analytics (i.e use the data to decide the optimal time) when sending messages to optimise your engagement and conversion rates?
Yes
No
Which variables do you have predictive models for?
Time of delivery
Day of delivery
Preferred message type
Preferred channel (Desktop Web, Mobile Web or App)
Other
How do you measure the effectiveness of your marketing strategy?
I just review the message open rates (don't look at conversion goals)
I can monitor outcomes and directly/unequivocally attribute these to individual messages or campaigns
I can monitor outcomes and indirectly/infer these are as a result of individual messages or campaigns
I just look at the overall daily/weekly metrics to see if any spikes correspond to my messaging
We don't measure message outcomes
I'm not sure!
Do you have a defined list of user tags/properties, in-app events and conversion goals defined?
Yes
No
Have these been validated against your business KPI's to ensure they support what you're trying to do in the most effective way?
Yes
No
Do you produce reports on your Mobile Marketing strategy?
Yes
No
How often are these reports updated?
Near real-time
Hourly
Daily
Weekly
Monthly
It's a manual process
In what format do you surface your reports?
Interactive visual dashboards
Static dashboard / visuals
Plain text & figures
How often do you review these reports and look to implement changes to the marketing strategy?
Daily
Weekly
Monthly
Rarely
Never
Select all the campaigns & journeys that are currently deployed
New User
In-app Tutorials
Early Life/Nurturing
Lapse Prevention
Reactivation / Win-back
Promotional (IAP's & other monetization)
Cross-promotion to other products/brands
App Store Rating Improvement
Customer Satisfaction
Loyalty & Retention
New feature / App update
Value-add info such as relevant news upates, leaderboard changes, P2P messages etc
We only send ad-hoc messages
Do you have regular meetings between the product/dev team and marketing/CRM to ensure both groups are kept in-sync?
Daily
Weekly
Monthly
Bi-monthly
Rarely
Never
Do you collect personally identifiable information (email address, name & address, name & DoB etc)?
Yes
No
Do you have a security policy in place to protect the data collected from leakage and ensure it's stored in a manner compliant with all international requirements?
Yes
No
Do you regularly audit your messaging to ensure it complies with all international regulations and age restrictions, as well as App store policies?
Yes
No
Do you have policies in place to identify and manage fraudsters/cheaters within your App?
Yes
No
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