How Location and Context Changes Everything for Mobile Apps
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Transcript of How Location and Context Changes Everything for Mobile Apps
* Confidential *
How location and context changes everything for mobile apps
by Ben Standefer
About Me
Ben Standefer• @aguynamedben
• Back-end Engineer/Ops -> Product Manager
• Data, relevance, and consumer decisions
Startups!• SimpleGeo (location infrastructure)
• Coremetrics (retail web analytics)
• Eventbrite (online ticketing)
• FantasyBook (fantasy sports)
• Digg (social news curation)
1 billion “Mobile” consumers
Apps offer huge opportunities
Time spent in apps per day
Number downloaded per device
But APPathy is a real problem
Average lifespan of an app
App developers tell us...
“We need app functionality to keep users engaged over time.”
“We need a way to keep customers remembering our app.”
Real-time Mobile EngagementPowering customer engagement any time, anywhere
A Few Of Our Customers
25B Messages Sent
50K Applications
500M App Downloads
Complexity Creates Scaling Difficulties- Compatibility with many platforms & devices- Push is the foundation for mobile marketing- Data, Scalability, Location & Context
Push messaging is complex
Consumers
Brands
Platforms
Urban Airship:- Connects all platforms and devices- Rich Push & Location- Massive Scalability- Ease of Use - provides one easy interface- Any network, Cellular, Wifi
Cellular Wifi Fixed Line
Basic Push
• Easy Integra,on -‐ bundled libraries adds messaging to your app quickly• Scalable Pla4orm -‐ One API communicates to all pla:orms• Push Composer -‐ Put the power of push in the hands of marketers• Audience Targe,ng -‐ target and personalize the message• Advanced Repor,ng -‐ Get relevant insights to improve and opAmize
Rich Push: Create Immersive Experiences
•Call to Ac,on -‐ Invite users to take acAon in the app•Persistent Inbox -‐ Users won’t miss your messages •Stylish Experience -‐ create branded experiences
Powerful tools for marketers
Push Composer Reports
Measure:• Pushes• App Opens• Time In App• Opt-‐in/Opt-‐out
Push Composer
See a preview of what the user will see as you draft
your Push messages
Measure Success With Rich Reporting
Metrics: App opens, Time in app, Pushes to app
User view across Push, Rich Push, In App Purchase, and Subscriptions
· Download Rate· App Open Rate· Time In App· App Usage Statistics
Driving Critical Business Metrics
• 20% increase in total mobile orders
• 540% increase in daily app opens
• 3X faster response time than email
• 30% increase in social sharing(on Facebook & Twitter)
Introducing Segments
Precision Audience Targeting{LocationHistoryPreferencesBehavior
Location and Context Targeting
Send a push notification based on location, history, preferences, and behavior
Target specific locations:• Stadiums• Parks• Airports• Beaches• Store locations• Customer/user data
Create custom targeting zones:• City, County, or State/Province• Zip, Neighborhood, DMA• Congressional, School, and Voting Districts• Census Tract• Country• Time Zone
“All noise is waste. So cultivate quietness in your speech, in your thoughts, in your emotions. Speak
habitually low. Wait for attention and then you low words will be charged with dynamite.”
-Elbert Hubbard
Don’t mess this up!
The power to “light-up a stadium a second”
• High-throughput messaging - 75K messages per second• Scalable connection handling - millions of concurrent connections• Lightning-fast, low-latency, delivery• Light-weight network footprint - low-bandwidth, low-power usage
The power to “light-up a stadium a second”
• High-throughput messaging - 75K messages per second• Scalable connection handling - millions of concurrent connections• Lightning-fast, low-latency, delivery• Light-weight network footprint - low-bandwidth, low-power usage
Segments Use Case #1
• A news publisher could increase engagement by sending a call-to-action to a "Big City Finance" segment
• Tagged with 'finance' or 'business' and located in Chicago or New York City
Segments Use Case #2
• A retail manager could promote an end-of-season sandals sale to a "Marina Shoe Shoppers" segment
• Tagged with 'product:shoes' and located in ZIP code 94123 within the past 30 days
Segments Use Case #3
• A sports app could conduct a cross-promotion with a free beer offer to a "Giants fans attending a home game in person" segment
• Tagged with 'team:SFGiants' and located within AT&T Park tomorrow at 8pm
Segments Use Case #4
• An events app could remind potential concert attendees to buy tickets by creating a "Beyonce fans in the Bay Area" segment
• Tagged with 'artist_like:Beyonce' and located in 'San Francisco Metropolitan Area'
Segments Use Case #5
• A TV network could introduce a new mystery show that premiers in 1 hour to a "West Coast mystery fans" segment
• Tagged with 'genre:mystery' and located in the PST timezone in the past 3 days
Relevant, real-time relationship
team:SFGiants team:SFGiants ANDNOT ticket:20120625
product:shoes ANDflyer:true artist:dangelo
Location + Tags = Relevant Context
2.5M location boundaries (geofences) included• Full historical support
“Send to users that were in this area in the past 30 days”
• Tags = Preferences and Behavior• Combine location and tags• A real-time interface to engage mobile users
Save and Reuse Segments in Push Composer
How it works - Mobile SDKs
• Platform dependent• Be smart with battery• Reasonable defaults (significant-change service on iOS)• Ability to use GPS and background collection if necessary• Buffer until another network request is necessary• iOS and Android SDKs ready to go
urbanairship.com/docs
How it works - Polygon Boundaries• What is a location?• 2.5M location boundaries (geofences) indexed in an R-tree
• City, County, or State/Province• Zip, Neighborhood, DMA• Congressional, School, and Voting Districts• Census Tract• Country• Time Zone
• Stadiums• Parks• Airports• Beaches• Store locations• Customer/user data
• Redwood converts latitude/longitude to meaningful boundaries
How it works - Bucket Indexes
• One a latitude/longitude is converted to ~12 polygon boundaries, we update a ton of indexes in a kd-tree
• Polygon boundary by app by minute• Polygon boundary by app by hour• Polygon boundary by app by day• Polygon boundary by app by week• Polygon boundary by app by month• Polygon boundary by app by year
• kd-tree is like a B-tree, but you split on various dimensions
“Show me all devices with app 1234 that were in seen in Chicago in the past 30 days”
• Fully distributed on Cassandra, can handle high volumes
How it works - Querying
• Location and tag back-ends support sorting• “GooeyButterCake” merge-joins results from each back-end• Conditional logic using and, or, and not• Mediator - responsible for producing the final set of device
IDs to deliver the message to• More back-end data sources in the future!
The Challenge