appboy / mapquest case study
Post on 16-Apr-2017
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ABOUT
MapQuest, an
innovator in the digital
mapping industry,
continues to be one of
the leading mapping
brands. They enable
everyday explorers to
find, learn about and
locate their desired
destinations and work
with businesses to
build great location-
based experiences.
CATEGORY:
Lifestyle + Mapping
Service
PLATFORMS:
iOS, Android, + FireOS
BASED IN:
Denver, Colorado
CHANNEL:
Push Notifications
NUDGE CUSTOMERS TO DEEPEN
THEIR BRAND ENGAGEMENT BY
ADDING WORK + HOME ADDRESSES
OBJECTIVE
When customers include their work and home
locations in their user profile, it makes the
app easier to use by simplifying the process
of searching for directions, strengthening
brand loyalty and engagement. But, only 8%
of customers will do it on their own—and 50%
of those customers do so on the first day of
using the app.
SOLUTION
Send users who haven’t added work and
home locations targeted push notifications
via Appboy that encourage them to add that
missing information to their user profiles.
EXAMPLE
PUSH NOTIFICATION
CASE STUDY: DEEPENING ENGAGEMENT
WITH WORK + HOME ADDRESSES
ENCOURAGING CUSTOMER
LOYALTY BY PROVIDING
ADDED VALUE
KEYS TO SUCCESS — PHASE I
AUTOMATED SEGMENTATION: MapQuest took advantage of
Appboy’s advanced segmentation capabilities to carefully target their
outreach. They created segments to identify all users who had used
the app for a pre-selected period of time but had failed to add their
home or work addresses. The targeted segments allowed MapQuest
to reach their intended audience with minimal effort—and without
bothering customers who had already updated their user profiles.
DEEP LINKING: MapQuest used deep linking to lead customers
directly to a page within the app where they could update their user
profiles with work and home address information, making it easier for
users to take action.
INTELLIGENT DELIVERY: To increase the likelihood that customers
acted on their outreach, MapQuest sent its campaigns using Appboy
Intelligent Delivery, which takes advantage of historical customer
engagement data to deliver messages during each customer’s high-
engagement window.
EXAMPLE PROFILE WITH HOME/WORK IN SET UP
PHASE I
1000% MORE LIKELY TO
TAKE ACTION WITH PUSH VS NO PUSH
KEYS TO SUCCESS — PHASE II
MapQuest analyzed the initial campaign and based on what they saw,
the team added personalization and exception events to see if they
could boost conversions further.
PERSONALIZATION: MapQuest took advantage of Appboy’s powerful
personalization tools to individually customize the messages that
customers received. That made it possible to automatically adjust
each push notification based on whether recipients had previously
added home addresses, work addresses, or neither, making the
outreach more personal and useful.
EXCEPTION EVENTS: To ensure messages were relevant to the
people receiving them, MapQuest used Appboy’s exception
event functionality to automatically cancel scheduled messages
to customers who subsequently added home and work addresses
to their user profiles.
MAPQUEST APP IN ACTION USING THE WORK AND HOME SETTINGS
PHASE II
82% INCREASE IN
CONVERSIONS VS PHASE I
RESULTS
BENEFITS: Using Appboy’s advanced
messaging and targeting features (including
Intelligent Delivery, deep linking support, and
automated segmentation), MapQuest sent a
campaign to customers who had not included
home or work addresses in their user profile.
The campaign successfully encouraged
recipients to add their information. In fact,
campaign recipients were 1000% more
likely to carry out the specific action than
users who did not receive the push.
But, MapQuest didn’t stop there. After
reviewing their initial results from the first
campaign, MapQuest sent a second set of
messages building upon their initial success
by adding personalization and exception
events to the new campaign. In doing so, they
boosted conversions by an additional 82%.
USER BENEFITS: MapQuest users who were
prompted to add their home and/or work
address simplified and sped up their direction
searches, bolstering the app’s value.
EXAMPLE OF PLOTTING USER’S ROUTE HOME
FIND OUT MORE APPBOY.COM/SOLUTIONS GET IN TOUCH HELLO@APPBOY.COM
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