The document discusses how mobile marketing automation (MMA) tools only look at past user behavior and interactions, which results in campaigns that are late, out of context, and ineffective. It provides examples to illustrate how CleverTap evaluates user behavior in real-time, allowing campaigns to be triggered during interactions like searches or cart abandonment. This ensures communications are timely and relevant based on the user's current activity and context.

1. Mobile User Engagement Tips

2. What is User Time?
The points in time when a user interacts with
your service
…I’m listening to a
track right now I going to the
Show next
Thursday
I just reserved a
hotel in San Diego
but haven’t
booked it yet
Timely, contextual interactions leads to engagement
& retention
…which means anchoring everything to User Time

3. MMAs are Caught in the Past (literally)
• Mobile Marketing Automation Solutions only look
backward
– Tell me which users launched my App last week
– Which users searched in the last month
– Show me the users that abandoned their cart in the
past 3 days
...but interactions triggered off of past activity will
be late, out of context & ineffective

4. CleverTap Runs in User Time
Real-world examples comparing MMAs
with CleverTap to show the Power of
User Time

5. Trigger off Product Catalog Search –
MMA
Last
Week
Yesterday NOW Tomorrow Next
Week
User Searched
for Headphones
Typical MMA Tool
can ONLY evaluate what
happened in the past
Check out the latest
from Plantronics
Find all the users who
“Searched” IN THE
PAST WEEK
MMA
Tool
…and send them a Push
Notification
Push arrives AT BEST 1 day AFTER
the user Searched. It’s out of
context. The user has moved on…
User Activity
Campaigns

6. Trigger off Product Catalog Search –
CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Searched for
Headphones
Check out the latest
from Plantronics
Find all the users who
are Searching Right Now
…and send them a Push
Notification 5 minutes
from Now
The Push is timely and in context. It
arrives right after the search with
relevant information.
CleverTap evaluates user
activity as it’s happening
Right NowUser Activity
Campaigns

7. Trigger off Retail Order Placed – MMA
Last
Week
Yesterday NOW Tomorrow Next
Week
User Placed
Order for Shirt
Typical MMA Tool
can ONLY evaluate what
happened in the past
Use this referral code to
To refer a friend and get 10%
off next order
Find all the users who
“Placed Order” IN THE
PAST WEEK
MMA
Tool
…and send them a Push
Notification
Push arrives AT BEST 1 day AFTER
the order. It’s out of context and
unlikely to be acted upon
User Activity
Campaigns

8. Trigger off Retail Order Placed – CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Placed Order
for Shirt
Use this referral code to
To refer a friend and get
10% off next order
Find all the users who
are Ordered Right Now
…and send them a Push
Notification 10 minutes
from Now
The Push is timely and in context. It
arrives right after the order is placed
and is likely to be acted on while the
user is thinking about it
CleverTap evaluates user
activity as it’s happening
Right NowUser Activity
Campaigns

9. Trigger off Travel Package Search – MMA
Last
Week
Yesterday NOW Tomorrow Next
Week
User Searched for
Travel Package
Typical MMA Tool
can ONLY evaluate what
happened in the past
Great deals to
Hawaii still available
Find all the users who
“Searched” IN THE
PAST WEEK
MMA
Tool
…and send them a Push
Notification
Push arrives AT BEST 1 day AFTER
the order. It’s out of context and
unlikely to be acted upon
User Activity
Campaigns

10. Trigger off Travel Package Search –
CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Searched for
Travel Package
Great deals to Hawaii
available now
Find all the users who are
Searching Right Now
…and send them a Push
Notification Right Now
The Push is timely and in context. It
arrives right after the user searches
CleverTap evaluates user
activity as it’s happening
Right NowUser Activity
Campaigns

11. Retail Cart Abandonment – MMA
Last
Week
Yesterday NOW Tomorrow Next
Week
User Added
Headphones to Cart
But DID NOT Buy
Typical MMA Tool
can ONLY evaluate what
happened in the past
Get 20% off those
Headphones
Find all the users
Added to Cart but DID
NOT Buy IN THE PAST
WEEK
MMA
Tool
…and send them a Push
Notification
Push arrives potentially DAYS
AFTER the user Added to Cart. It’s
out of context. The user has
moved on…
Cart Abandonment
Campaigns

12. Retail Cart Abandonment – CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Added Headphones to
Cart But DID NOT Buy within
15 Minutes of Adding to Cart
Get 20% off those
Headphones
Find all the users who
Added to Cart but DID NOT
Buy within 15 Minutes of
Adding to Cart
…and send them a Push
Notification Right Now
The Push is timely and in context and
arrives RELATIVE to when the user
Added to Cart
CleverTap evaluates user
activity as it’s happening
Right NowCart Abandonment
Campaigns

13. Food Delivery Cart Abandonment – MMA
Last
Week
Yesterday NOW Tomorrow Next
Week
User Added Chef
Salad to Cart But DID
NOT Buy
Typical MMA Tool
can ONLY evaluate what
happened in the past
Apply 20% off
coupon for Salads
Find all the users
Added to Cart but DID
NOT Buy IN THE PAST
DAY
MMA
Tool
…and send them a Push
Notification
Push arrives up to 1 day AFTER the user
Added to Cart. Lunchtime is over. The
opportunity is gone.
Cart Abandonment
Campaigns

14. Food Delivery Cart Abandonment –
CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Added Chef Salad to Cart
But DID NOT Buy
within 15 Minutes of Adding
to Cart
Apply 20% off coupon
for Salads
Find all the users who
Added to Cart but DID NOT
Buy within 15 Minutes of
Adding to Cart
…and send them a Push
Notification Right Now
The Push is timely and in context and
arrives RELATIVE to when the user
Added to Cart
CleverTap evaluates user
activity as it’s happening
Right Now
…the lunchtime
window
Cart Abandonment
Campaigns

15. Triggers in the Future – CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Buys a Ticket to a
Show for Next Week Don’t forget the
Show tomorrow
Night
Find all the users who
Bought a Ticket to a Show
in the Future
…and send them a Reminder
Push Notification 1 day Prior
The Push is Relative to the
Showtime and happens Before
the Show
CleverTap evaluates user
activity as it’s happening
Right NowFuture Reminder
Campaigns

16. Triggers in the Future – CleverTap
Last
Week
Yesterday NOW Tomorrow Next
Week
User Buys a Ticket to a
Show for Next Week
Be Sure to Rate Mad
Max Fury Road!
Find all the users who
Bought a Ticket to a Show
in the Future
…and send them a Reminder
Push Notification 2 hours After
The Push is Relative to the
Showtime and happens AFTER
the Show
CleverTap evaluates user
activity as it’s happening
Right NowFuture Reminder
Campaigns

17. Triggers in Future – MMA
Last
Week
Yesterday NOW Tomorrow Next
Week
Typical MMA Tool
can ONLY evaluate what
happened in the past
Sorry – Can’t be Done
with Mobile Marketing
Automation Tools
MMA
Tool
Future Reminder
Campaigns

18. Make Sense?

19. Triggers in the Future – CleverTap
Find all the users who
Bought a Ticket to a Show
in the Future
…and send them a Reminder
Push Notification 1 day Prior
NOW Wed Thu Fri Sat
User Buys a Ticket
to a Show for Sat
Don’t forget the Show
tomorrow Night
Push Reminder one
day before

20. Appendix

21. FOR BLOG POST
15 Minutes Ago NOW
User Added
Headphones
to Cart
Get 20% off those
Headphones
Finds all users who Added
to Cart but DID NOT Buy
within 15 Minutes
…and sends them a
Push Notification Right
Now
CleverTap evaluates user
activity as it happens
User DOES NOT Buy
within 15 Minutes of
Adding to Cart

22. Personal
• Talk to people not devices
– A person is looking at the screen
• Reflect their interests
– Narrow it down
• Reflect their activity
– Past activity is a good guide
for what’s relevant
Hi Jen,
Welcome
Back!
Want to go
to Chile?
Now’s a
great time
to travel
Click for the latest
releases of Indie
Rock

23. What is User Time?
The points in time when a user interacts with
your service
• I am listening to a track right now
• I just bought a ticket to a Show for next Thursday
• I reserved a hotel in San Diego but haven’t booked it yet
Timely, contextual interaction is most effective
strategy for engaging and retaining users.
…which means tying your communications

24. Timing & Context is Everything
• On Mobile a user’s activity is fleeting
– Apps sessions are short
– The user’s physical environment is always
changing
• Their physical environment is always changing

25. Head of Startup Program, Monica Puchner
monica@clevertap.com
USA Product Evangelist, Arkady Fridman
arkady@clevertap.com
USA Product Evangelist, Kara Dake
kara@clevertap.com
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