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

What are your approximate MAU numbers?

Which MMA Solution(s) do you use to manage your Mobile Marketing?

Who owns the budget for your MMA platform?

Do you collect any of the following items for marketing purposes?

Which of the following message types do you use to for Mobile Marketing?

Which of the following message types do you use to for Mobile Marketing?

Does your Mobile Marketing Strategy cover every one of these, or are there separate silo's between some message channels?

Do you use any of the following technology as part of your marketing strategy?

Would you consider exploring those technologies in future?

If you use App Push Notifications, do you adopt any of the following?

Do you consider your UI/UX as part of your marketing strategy?

Which elements of UI/UX do you adopt for marketing purposes?

Is your App also available on Mobile Web and/or Desktop Web?

Do you ensure you have a shared view of your user event & tag/property data across each platform?

Does your Mobile marketing strategy coordinate across App, Mobile Web and Desktop Web?

Select which external systems are integrated into your Mobile Marketing platform

Do you trigger messages as a result of events occurring within the App?

Do you trigger messages as a result of external events outside the App (leaderboard position change, stock price move, new tournament starting etc)

Do you segment your audience for Mobile Messaging?

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?

How often is your targeting/segmentation data updated?

Do you enrich your user data with data from external sources?

Do you use personalisation in your message copy (first name, balances, birthday etc)

Do you use propensity modelling (churn, VIP/whale, lapse etc) in your marketing strategy?

(Excluding EMAIL & SMS) Do you use split testing to optimise your messaging?

Do you have a formal message test plan in place?

How long does the test plan span

What elements of your messaging do you test?

Do you employ message retargeting (where appropriate)

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?

Which variables do you have predictive models for?

How do you measure the effectiveness of your marketing strategy?

Do you have a defined list of user tags/properties, in-app events and conversion goals defined?

Have these been validated against your business KPI's to ensure they support what you're trying to do in the most effective way?

Do you produce reports on your Mobile Marketing strategy?

How often are these reports updated?

In what format do you surface your reports?

How often do you review these reports and look to implement changes to the marketing strategy?

Select all the campaigns & journeys that are currently deployed

Do you have regular meetings between the product/dev team and marketing/CRM to ensure both groups are kept in-sync?

Do you collect personally identifiable information (email address, name & address, name & DoB etc)?

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?

Do you regularly audit your messaging to ensure it complies with all international regulations and age restrictions, as well as App store policies?

Do you have policies in place to identify and manage fraudsters/cheaters within your App?