Dynamic Real-Time Segmentation of Push Notifications

12 April 2019 By 0 Comments

Dynamic real-time Segmentation of Push Notifications is a type of segmentation that uses real-time data to create ever-changing groups of individuals by meeting defined criteria. This level of fluidity makes the segmentation dynamic and fully adapts each segment to the needs of your brand. All customers welcome it. Because they expect messages based on their most recent activity. They do not want reminders for products they may have already purchased or messages based on transient past behaviors that are no longer relevant. Hence, with real-time segmentation, marketers can create and target customers based on current actions rather than sending the same message to their entire user base and possibly alienating their customers. Also, it empowers you to Interact with your customers in real time and show your clients relevant products and proper communications.

This requires a technology stack that can come up with a few criteria:

1- Avoiding time-consuming steps of data modeling

Real-time segmentation is difficult. It requires the fast processing of large amounts of behavioral data quickly. It collects the data, analyzes it and allows you to make objective judgments for and against the retargeting of specific user segments. Hence, your segmentation engine should avoid of time-consuming of data modeling that requires human curation and slows down on-boarding

2- Scaling underlying data stores

In order to better target your campaign goals, you need to understand the preferences and characteristics of specific audience segments. It empowers you to process billions of customer actions and support high write and read throughput. In addition, you have to communicate outside of your properties and be sure that these segments are constantly updated.

3- Dealing with data fragmentation challenges

Customer data is complex and fragmented and comes from a multitude of sources across platforms and devices. It is very difficult for marketers to get a true understanding of their audience—who they are, how they shop, when and why they buy. Therefore, your segmentation query should match the user profiles with the segment definition to identify the target set of users. It’s pretty clear that the comprehensive segmentation ensures that marketers have a unified view of their customers to deliver personalized offers through channels and over time. This method enables customers to actionable marketing tactics that enable actual one-to-one conversations with their best customers. It also will definitely maximize performance and will lead to true customer-centric marketing capabilities.

4- Processing events for fast retrieval of multiple complex data stores 

Like all other websites, your platform’s segmentation engine is supported by a variety of data-stores. It uses data in all data-stores to retrieve the right target users that match the segment definition. Also, it can segment your customers across many platforms, including Facebook, Google, push notifications, and more. Therefore, it must be able to quickly fetch complex segment definitions. It’s pretty clear that by using dynamic customer segmentation, you’ll have the opportunity to capture the good data you crave.

To summary

In this article, we analyzed the dynamic real-time segmentation of push notifications and listed the extensive criteria for successful notifications. We described how to manage and track subscribers in real-time. Also, the importance of the time of data modeling and data fragmentation was demonstrated. Despite the complexity of real-time segmentation, we believe that scaling the underlying data stores and retrieving multiple complex data stores, along with the above criteria, will result in successful peak times for your customers.

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