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Push Notification Campaigns

Omniata’s Engagement tools offers a variety of methods to interact with your users. Push notifications are a powerful tool to re-engage lapsed users, as well as to keep users engaged with your app. While Omniata’s engagement functionalities is designed for ease of use and flexibility, there are several important aspects of integrating push notifications within your app that need to be done prior to sending the messages, as well as after the messages have been sent.

Configuring the Engagement

Push notifications, whether run through iOS or Android, are highly sensitive to the setup. This means that any errors in the setup will preclude not only the testing of push notifications, but also prevent the Campaigns created within Omniata’s engagement tools from functioning.

Once you’ve decided to begin sending push notifications, you should ensure that the engineer responsible for the SDK integration is available and made known to Omniata. Omniata’s team always has access to senior engineers who can help with push integrations, and for quick progress it is best to create a dialog between the engineering teams so that questions can be resolved in real time, rather than over email. Skype works well for this and is completely free.

Once your engineer has made contact with Omniata, a best practice is to ensure that the SDK being used in your application is the latest available. Omniata is continuously improving the features within our SDK, as well as enhancing reliability, so using an old build could causes issues with this setup. To learn more about Omniata’s SDKs, please click here.

Once the application has been configured to use the latest SDK, the next step is to upload your Apple or Google production push certificates to the Omniata panel. You can navigate to the Delivery Credentials Setup page by opening the “Data Model” drop down in a Custom Metrics Data Application, clicking “Application”, and then clicking “Delivery Credentials”. The Delivery Credentials Setup page looks like this:

You can find more information about obtaining your production certificates and uploading them here. It is vitally important to ensure that the certificate used is the production certificate, not the development certificate, even if you are uploading it to an Omniata development environment. Development certificates do not allow push notifications to be sent “over the air”, they can only be sent from a computer that is hardwired to a mobile device, so for this reason they cannot send push notifications to users. It is important to note here that no push notifications can be sent if the certificate is not uploaded, or if it is uploaded incorrectly. Omniata’s engineers can help confirm the certificate was uploaded correctly should there be any issues at this stage.

Once the certificate is correctly uploaded, you should confirm that the system is working by sending test notifications to your own device. To do this, you must know the UID of the device that you are using. Once this is obtained, you will need to send, at a minimum, an om_load event and an om_apns_enable (iOS) or om_gcm_enable (Android) event, depending on the type of device. This is an example om_load event:

This is an example om_apns_enable event:

Both the enable events register the device as eligible to receive push notifications from Omniata, so until the device has sent one, it will not be able to receive any push notifications. After you have sent the enable event, you’ll then be able to create Content and test it on the registered device. To learn more about setting up the Content for a push notification campaign, please go here.

Creating the Campaign

At this point you should have been able to successfully send on-demand push notifications to your own test device. If this is not the case, contact Omniata’s support team immediately so any issues can be diagnosed and resolved. When the testing is proven to be successful, you can now consider the type of Campaign you would like to set up.

Understanding your use case and goals is highly recommended prior to starting the campaign, and prior to creating any Content. If your goal is to message users when you have a promotion, relatively little is required. If your goal is to send localized messages (messages in the user’s native language) that are dependent on a user’s level and wallet balance, that will require more setup prior to starting the campaign.

One of the key pieces of any type of engagement marketing is knowing when you would like to start, and how long you would like to run the campaign. Omniata’s system needs one full day of lead time prior to sending any push notifications, so if your goal is to message users on a Friday, the Campaign must be finalized by Thursday, prior to midnight UTC. During the first night that the campaign is live, all users will be checked for eligibility for the push notification, and then the messages will be sent after that has completed. If the message is designed to increase awareness of a sale, then you can set the Campaign to expire at the end of a weekend. However, if the goal is to message users who are “stuck” at some part of their lifecycle, the Campaign should essentially never end, as any user who meets the criteria for the Campaign will receive the push notification. Another important part of push notification Campaigns is that any given Campaign can only send a single push notification to any specific user. If your goal is to message a user at multiple points within their lifecycle, you will need to create individual Campaigns for every point.

Regarding user eligibility, Omniata uses Segments to determine who is eligible to receive the push notification. You can read more about the creation and use of Segments here. Please note that all push notification Campaigns must include a Segment. A Segment can be as simple as a user who has been in the ecosystem for a certain amount of time, to as complex as country-specific payers who have sent a certain number of a specific event type and have not progressed past a certain point; however, the creation of the Segment is just a part of the setup. A common use case for push notifications is to target users who have 7 days of inactivity, or in other words, have not come back to the application in a week. Creating a Segment that targets these users can be highly beneficial for re-engaging potentially churned users.

Before running the Campaign, you should confirm that the Segment actually has users in it who will be eligible every day. This can give you an idea of the impact that the Campaign can have, as well as ensure that the Segment’s rules are not incorrect. contradictory, or logically inconsistent, such as a Segment that states “User is from UK AND User is from US”, or “User Accumulated Revenue Greater Than Zero AND User Accumulated Revenue Equals Zero”. You can confirm that users are in the Segment by creating a Segment Field, please see this article for more information on Segment Fields. Once you’ve created a Segment Field, simply add it to a basic Reporting Table that has the following structure:

  • Dimensions:
    • Project Name
    • Project ID
    • Activity Date
    • Segment Field
  • Measures:
    • Count of Users
    • Count of Events

You can then run this job for the past few days, which will tell you the size of the Segment. If the Segment Field’s user count per day returns zero users who meet the criteria, please check the Segment’s definition to ensure it is correct. If you feel it is correct but no users match, please contact Omniata Support. If the Segment has no users, no users will receive any push notifications. Omniata’s support team has internal tools to validate that Segments are functioning and will be happy to check the functionality.

At this point, you are ready to begin building the Campaign. Omniata’s school on push notification Campaign setup can guide you through the process, but it is important to note that you must create a blank Content, this Content must be used as the control group in your Campaign, and it must have at least 1% of users allocated to it to enable statistical analysis of the push results. If any of these are not done, no push notifications will be sent. The use of a control Content is required so that the impact of a Campaign can be ascertained. The Content must be blank for the system to recognize that the Content will not be sent. To confirm that the Content is truly blank, look at the preview of the Content and ensure that the JSON solely consists of an open and closed curly bracket with nothing in between:

After this portion of the Campaign setup has been completed, you should now have a fully functional push notification Campaign running. Omniata also offers several advanced tools to increase the efficacy of these campaigns, all of which can help move the needle more so than a standard campaign. First, Omniata allows you to send the push notification at a specific time of day, which is based on a user’s timezone. To do so, when in the “Campaign Targeting” page of the Campaign Builder, click the checkbox next to “Refine Content Targeting and Schedule”, select one of the pieces of Content in the Campaign, and click “Edit”. This will open a pop up, at the bottom of which will be an option titled “Hourly Schedule”:

Select the desired hour of the day and your users will receive the notification during that hour based on their own local time. Please note that if this is blank, Omniata will send at the user’s time of installation. It can be desirable to control this time so that users receive the push notification when they are less likely to be busy, such as after work/commuting hours. In addition, this can also avoid sending notifications early in the morning or late at night, which may irritate your users and lead to them disabling push notifications on their device.

The final aspect of your Campaign that is highly recommended is to localize your message and, optionally, to utilize aspects of the user’s state to personalize the content. Omniata’s documentation on Content provides some examples of this. Localizing the content, or ensuring that the user receives a push notification in their own language, can increase the efficacy of the campaign by ensuring the message is understood. Personalizing the message further via the use of Custom User Fields or System User Fields within the message can further aid this as the message will have the appearance of being written specifically for that user, there are examples here. Consider a user named Juan in Spain - this user can be engaged with either of the following notifications, but one will be much more effective:

This message is not in Juan’s language and is completely generic. Now, consider a localized and personalized message:

This message will be far more effective as Juan will not only understand the message, but know that he is being spoken to personally.

Measuring the Results

Once you are successfully sending push notifications to your user base, it will be important to analyze the results of the push notification Campaign in order to see not just whether or not it lead to increased engagement, but also by how much it increased engagement. Omniata has several prepackaged tools to accomplish this.

The first step to analyzing the results of your push Campaign is to install Omniata’s Push Notification Metrics Data Application. This contains a variety of Widgets, along with the underlying Reporting Tables to power them. This package does not require any setup aside from being installed.

Second, since all your Campaigns are utilizing a control Content, they will automatically produce an Experiment, or A/B test, which you can then view. This will show the difference between the control and test groups by analyzing the statistical significance of the difference in the metrics generated by the two groups. There is no extra setup required to create this analysis, it only requires that the Campaign was created as discussed previously. To see the results of the A/B tests, open the “Engagement” drop down on the left side of the panel, click “Experiments”, find the name of the Campaign you want to analyze, and click “Results”.

A third option to consider when analyzing push Campaigns is to create a correlation analysis. Correlation analyses can take the form of complex statistical calculations, or be as simple as comparing the proportion of users who completed an action between the test and control groups. For instance, if the push notification was created to help users move from Level 10 to Level 11, you could create an analysis that measured how many users moved to Level 11 after being added to the Campaign, broken out by whether they were in the test or control group. Please be aware that correlation does not imply causation here, it merely suggests that the Campaign may have been responsible for moving the needle.

Finally, your Campaigns should not be relegated to “set and forget” status, they should be measured, optimized, and re-created with varying Content and Segments to see what has the best impact on your users. Trying many different Contents with varying wording can help hone in on the best way to engage your users.

This article was last updated on October 20, 2015 23:48. If you didn't find your answer here, search for another article or contact our support to get in touch.

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