Mobile Apps becoming the key channel of campaigns and in general communication with customers - that also means they more and more have dynamically changing elements - promotional content - which is targeted to the user. This content - especially, if the app collects certain user profile data - can highly personalised for the user. To manage this process - identifying customer groups based on behavioural patterns and managing hyper personalised promotional content - we developed the BRAIN system.

1. Mobile apps in direct marketing
The Brain System

2. What are the most important
considerations in your
communication with your
target group?

3. MOBILE
You want to use the channels, your
target group is spending time with:

4. The more personalized the content is
The faster the process is
The bigger the reach is
the better
Ordinary channels and tools are usually
slow and cannot be personalized.

5. Brain
Campaign Management System for
Personalized Mobile/eDM content,
using an
Intelligent Back End Database

6. The process
Internal
Database
Brain
Database
Campaign
Management
Module
Output
• Mobile
• eDM
Customer
Result
(analytics)
+data +tags
+content
+reach+action

7. Internal Database
Usually there are already existing customers’ data within
the company. But:
• It could be a secure internal database with limited access
• To modify it, add filters or new fields to this database is
hard, expensive and takes a long time
(may be even not possible because of a centralized system)
OUR SOLUTION IS A PURPOSE BUILT
CUSTOMER DATABASE WHICH AUTOMATICALLY
AND REGULARLY RECEIVES NEW DATA FROM THE
INTERNAL DATABASE.

8. BRAIN Database
It contains the original data from the internal database
with collected soft data added
DATA TYPES
• Purchase history
• Demographic Data
• Age, gender, etc
• Loyalty program data
• Brand relationship, interest,
• Product usage
• Tags
CUSTOMERS ARE TAGGED BASED ON
BEHAVIOURAL PATTERNS TO MAKE THE CAMPAIGN
CONTENT HYPER-PERSONALIZED
DATA Sources:
• Loyalty program
• App query
• App profile
• Web entries
• …..

9. Campaign Management Module: CMM
The CMM automatically tags the customers based on the old
and upgraded data, using behavior indicators set by the
administrator - so the campaign can be sent to customers
having the same tags.
Example:
– We can set rules, that any customer, who bought dog food in the
last 1 month, or who asked for a free vip ticket to a dog show, or
visited a dog connected site is a dog owner.
– After the weekly automatic data upgrade, the rules are applied
again on the full database – so new customers could be tagged as
dog owners.
– We can freely target these dog owners with any in App/eDm
content
THE SYSTEM SENDS OUT THE PRE-DEFINED
CONTENT TO THE TAGGED CUSTOMERS
THROUGH VARIOUS CHANNELS.

10. Brain Database and CMM

11. Mobile App
Through a personalized, dedicated app – which has
other useful functions – customers can receive various
types of messages/campaign content from the CMM
• Push Notifications
• Location Based Notifications based on
iBeacons, GPS, etc.
• Refreshing App Content
– Ads, photos, videos
– New Products, invitations, questionnaires
• Etc. …

12. Mobile App Content
CAMPAIGN
CONTENT
• Special Discounts
• Coupons
• Personalised Offers
• New Product Campaigns
• Invitation to events
• Polls on products
• Social integration
• Limited offers
• Prize draw
FUNCTIONAL/EXCLUSIVE/F
UN CONTENT
• Product related functions
• Exclusive multimedia
content
• Product catalogues
• Game
There are various content possibilities to be sent out/integrated
into the app – these can depend on individual purchase history

13. Mobile App Content - Examples
Indvidually
targeted discounts
We invite you to
our VIP event –
click for details.
Discounts
Coupons
Prize
Draw
Insights
Events
Catalogue
Discounts
10%
Product 1

14. Mobile App Content - Examples
Events
15th/June 2015
InsightsCatalogue
Please, fill in the
questionnaire below

15. Customer
After receiving the message/content through the
Mobile App or eDm, there are various potential
actions for the customer.
• Increased Product awareness
• Purchase
• Visit to the store
• Brand Engagement
• Feedback

16. Result/Analytics
The achieved outcome can be easily checked
with the app. App use is analyzed deeply – with
time/location based data included.
• Most liked products
• App launch frequency
• Number of used coupons
• Visits to stores, events
• etc

17. Brain helps you to directly target
your potential customers, with
individual messages, through a
channel – smartphones and Mobile
apps – with the strongest connection
to your target group

18. The process
Internal
Database
Brain
Database
Campaign
Management
Module
Output
• Mobile
• eDM
Customer
Result
/analytics
+data +tags
+content
+reach+action

19. Please, let us know your
comments, questions – so we
can prepare our individual
proposal for you.
Sab Budahazy
www.arworks.com
szbudahazy@arworks.com