CASE STUDY

Empowering the Mobile Marketing

Landscape

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How Arcadia Data helpedChallenge

Appboy enables its customers to imagine, create, and optimize cross-

channel engagement strategies, unique to their business model and

uses cases, on the web, email, and mobile. Appboy needed to be able

to demonstrate how their software is driving success, in the specific

success metrics that their customers care about.

Scale

Appboy helps their partners manage over a billion customer profiles

around the world and more than 100 billion data points every month.

Arcadia Enterprise is used to analyze a large portion of that data.

Solution

Appboy’s events tables record how and when brands engage with their

users and when users engage with the brand. Arcadia Enterprise is used

to quickly access the relevant rows and calculate the impact of receiving

messages or performing actions on overall activity or lifetime value (LTV).

They use Arcadia Enterprise to slice and dice the data by OS, time, or

location, as well as to drill down to the user level for specific details or roll

up to the app level. This allows Appboy to identify what works and what

doesn’t in a particular mobile or digital marketing campaign.

Results

A key differentiator for Appboy is its ability to give customers actionable

insights that are specific to their mobile apps and end user context or

experience. Appboy uses Arcadia Enterprise to provide customers with

key data on their unique KPIs along with transparency into the factors

that drive the KPIs, so that customers can quickly assess the productivity

of their mobile, web, or email campaign.

Future

Appboy can draw insights across its entire customer base to help

establish unique insights for individual customers about best practices,

or baseline their success compared to the universe of Appboy customers.

Customer

Appboy is the leading lifecycle

engagement platform for

marketing, growth, and

engagement teams. Appboy

empowers brands to humanize

connections with customers,

resulting in better experiences

and increased retention, lifetime

value, and ROI. With Appboy,

brands seamlessly gather and

manage actionable customer

data, allowing them to reach

their audience with targeted,

personalized cross-channel

messaging experiences.

Industry

Appboy develops a mobile

lifecycle marketing platform that

businesses use to manage their

mobile applications. Their goal is

to empower brands to build better

relationships with their customers

in an always-connected, mobile-

dominated world.

148%increase

in open rates

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“Arcadia has been

instrumental in enabling

success for our team. Our

customers are happy that

we can quantify success.

Happy customers means

contract renewals and

up-sells.”

— Jonathan Hyman, Cofounder & CTO

BackgroundThe dominance of smartphones and tablets over the past ten years has

pushed brands to aggressively invest in their mobile presence. However,

these brands need to constantly optimize their mobile marketing efforts

in order to fully realize the benefits of their investments in mobile

and other digital marketing channels, as well as drive revenue and

engagement goals.

Marketers in these organizations need to deliver well-organized,

actionable data that is tied to the ROI of their investment in their mobile

users. To accomplish this, they are turning to Appboy to derive insight

on how end user behaviors on their mobile apps are driving those goals.

Today, thousands of organizations worldwide are using Appboy to send

billions of messages to over 500 million monthly active users, generating

more than 100 billion events each month on their platform.

Although Appboy had access to these billions of data points on a monthly

basis, it proved difficult to accurately analyze the data down to the

granular level. Appboy needed to provide their customers with the kind of

detailed, rich data that they require, so they worked with Arcadia Data to

turn their data into meaningful insights and actions through their visual

analytics and BI platform.

Providing insight into what’s driving a customer’s KPIA key differentiator for Appboy is its ability to give customers actionable

insights that are specific to their mobile apps and end user context or

experience. Appboy uses Arcadia to provide customers with key data on

their unique KPIs along with transparency into the factors that drive those

KPIs. By slicing and dicing the data by OS, time, or location, Appboy can

give their customers the ability to quickly assess the productivity of their

mobile, web, or email experience.

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GETTING TO KNOW ARCADIA ENTERPRISE

• Scalable to hundreds of

billions of data points

analyzed in real time

• Drag-and-drop ease for

business users

• Security through role-based

access control on Hadoop

clusters

• No knowledge of coding

required

• No need to move your data

Appboy uses Arcadia Enterprise to present each customer with their

data in a format that can both roll up the data and navigate down into

any level of granularity. They partition their data to quickly access the

relevant rows and calculate the impact of receiving messages or to

perform actions based on overall activity or LTV. This ability allows Appboy

to identify what works and what doesn’t in a particular mobile or digital

marketing campaign, and in what situations. Armed with this level of data,

customers can ask questions about their data more productively, using

the insights that come from one visualization or report to understand the

underlying cause and effect within their user base and the outcomes of

specific campaigns changes, and formulate plans for improvements and

new strategies, such as in the structure of the in-app experience.

From telescope to microscopeAnalyzing data on a massive scale poses two challenges:

1) ensuring that Appboy customers get the quality of unique insight

they need from within that data

2) ensuring that each Appboy customer’s data is handled

comprehensively and securely.

By using Arcadia Enterprise to analyze the data, they can supply each

Appboy customer with extremely detailed data on the relationship

between customer interactions (e.g., in-app messages to purchases);

and on the end user experience of the app, e.g., “Is it working equally

well on iOS and Android? Do different iPhone users have different

experiences?”

Here’s one example of a report

that provides campaign details

for a customer’s “Spring –

Cash Back” campaign.

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To learn more information or

request a demo for your business,

visit arcadiadata.com/product

Appboy can use Arcadia Enterprise to draw insight across its entire

customer base to help establish unique insights into individual customers

about best practices, or baseline their success compared to the entire

universe of Appboy customers.

Because of the richness of the data that Arcadia Enterprise provides,

Appboy can also perform back testing or hypothetical “what ifs” on

different campaign scenarios. For example, a customer might send a

promotional push with a conversion of “buy product X within 3 days.”

Appboy will automatically calculate and report that to them in the

dashboard. Customers could also change the parameters and run a

hypothetical campaign with a conversion of “buy product Y within 1 day,”

and see how those changes affect the campaign.

The art and science behind mobile messagingThere are several examples of how Appboy uses Arcadia Enterprise to

provide reports on factors that contribute to a particular campaign’s

success. For example, Appboy used Arcadia Enterprise to analyze and

visualize data that they used for their new research report, which

analyzed emoji trends in marketing messages. The report provided

Appboy’s clients with insights and messaging best practices for using

emojis, based on an in-depth analysis of the use of emojis in mobile and

digital marketing campaigns. Armed with these types of reports, Appboy

can help their clients raise the bar when it comes to effective mobile

campaigns.

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CONTACT USArcadia Data

999 Baker Way, Suite 120

San Mateo, CA 94404

Phone: (415) 680-3535

Email: info@arcadiadata.com

NASCAR is another client that has benefited greatly from the weekly

reports that Appboy (powered by Arcadia Enterprise) provides. The data

enabled NASCAR to discover smarter ways to segment their user base

and increase their push notification open rate. The NASCAR mobile app

provides users with four ways of accepting mobile push notifications:

one for breaking news, and live event updates for each of their three

series (Sprint Cup Series, XFINITY Series, Camping World Truck Series).

NASCAR drilled down to the data in order to create custom segments,

including those for fantasy news, weekly franchises, and users most

likely to engage in trending or social content. They also used the data to

create custom segments for one-off pieces of content, targeting their

most active users, users who select a favorite driver, or by looking at

users’ past history of opening push notifications. As a result, their push

notification open rate over a nearly three-month span yielded an increase

of 148%.

“Armed with data-backed insights and recommendations of

what works, our QBRs have been very productive”

Hear more about NASCAR’s success on Appboy’s blog: appboy.com/blog/nascar-mobile-messaging-art-science/