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Marketing Cloud - Campaign Triggered Struggle Detection

IP.com Disclosure Number: IPCOM000248333D
Publication Date: 2016-Nov-15
Document File: 3 page(s) / 105K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed is a system and method to correlate a mobile application (app) uninstall with the last triggered marketing campaign for the purpose of alerting the marketer that the marketing campaign might be what has caused the customers to uninstall the application.

This text was extracted from a PDF file.
This is the abbreviated version, containing approximately 52% of the total text.

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Marketing Cloud - Campaign Triggered Struggle Detection

In the case of location-aware marketing, an end user's experience can quickly turn from engaging to annoying. This might even result in a user uninstalling an application. It is possible to use existing marketing software to determine when a user uninstalls an application from the device.

Figure 1: A marketer is able to capture an uninstall event with an existing program

This information is useful for providing followup engagement such as sending a coupon or promotion to the user's email (e.g., apologizing for overwhelming the user). The customer might re-install the application; however, the company does not have any further information about why the user uninstalled the application or what could have been done to prevent it.

A method is needed to identify the factors that caused the user to uninstall an application.

Disclosed is a system and method to correlate a mobile application (app) uninstall with the last triggered marketing campaign for the purpose of alerting the marketer that the marketing campaign might be what has caused the customers to uninstall the application.

The components and process for implementing this solution in a preferred embodiment follow:

1. A customer installs the mobile application that is associated with the company 2. The customer visits a venue and triggers location events such as A. Geofence entry
B. Geofence exit
C. Geofence duration/dwell
D. Zone entry
E. Zone exit
F. Zone duration/dwell
3. One or more marketing campaigns/programs are associated with the location

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  events from Step 2 4. Programs are triggered and messages are sent to the customer from Step 1 5. The customer uninstalls the mobile application 6. The system performs a lookup to determine: A. The last-executed campaign or program
B. The action taken immediately prior to the uninstall action 7. Th...