The Appboy Martech Partnership Stack

Todd Grennan By Todd Grennan Apr 14, 2017

Marketing is all about teamwork. Sometimes that means huddling with other marketers to create a killer cross-channel messaging campaign or collaborating with your company’s business intelligence (BI) team to unearth deeper insights regarding your audience that can fuel more effective segmentation. Sometimes, though, it means making sure that the marketing platforms and tools you depend on can work effectively together in a well-designed marketing technology stack.

To make that process a little easier for marketers, let’s take a look at the different kinds of marketing technology (martech) solutions that Appboy can work with effectively. Now, if you’re using Appboy as your brand’s lifecycle engagement platform, good news—our open APIs make it easy to send and receive data from a variety of different systems and technologies, supporting the assembly and operation of an interoperable marketing tech stack. That being said, there are a few martech tools that we see a large number of clients using successfully in tandem with Appboy that bear calling out. Let’s dig in!

The Appboy Martech Partnership Stack

1. Attribution

These technologies allow marketers to pull in valuable contextual information related to mobile app installation, such as the advertising campaigns and sources that resulted in new users installing a given app, making it easier to understand and retain customers who may have cost nearly $3 each to acquire.

2. Analytics

This tech helps brands effectively analyze large volumes of customer data, making it possible to gain detailed, comprehensive insights into each customer and their behavior, and to support more effective messaging.

  • Amplitude

3. Data enrichment

These technologies support more impactful marketing by allowing brands to leverage outside data sources to enhance their customer behavioral data (including user location and movement data) with additional context and nuance, as well as enabling the use of targeted personas based on each customer’s real-world behavior.

4. Data management

These platforms make it easier to control the flow of customer information and relate data between your different martech systems. Because they serve as a data management layer in your stack, they can support the transfer of data between your lifecycle engagement platform, data enrichment providers, analytics tool, and other marketing technologies.

5. Deep Linking

This tool makes it possible to direct users to specific pages within websites and mobile apps from push notifications and other customer messaging channels, promoting seamless movement between marketing outreach and your brand’s digital platforms.

6. SMS

This tech makes it possible for brands to use their lifecycle engagement platform to send text messages directly to customers in situations where this messaging channel is the best outreach option.

7. Customer feedback

These platforms allow brands to seamlessly receive and respond to customer service issues, complaints, and other feedback, supporting stronger customer/brand relationships.

8. Translation

These technologies allow marketers to automatically translate marketing outreach, simplifying the translation process and ensuring that messages are delivered in each customer’s preferred language.

9. Crash reporting

This tech gives brands insight into app crashes, making it possible to understand and prevent future issues, and to identify affected users in order to send targeted, responsive post-crash outreach.

Final Thoughts

Long-term success is built on strong customer relationships—and today’s customers expect brands to engage with them in responsive, valuable ways. By leveraging Appboy as part of a best-in-class marketing technology stack, marketing, growth, and engagement teams can provide personalized, highly relevant messages and brand experiences that speak to each customer as an individual, and continuously optimize those experiences over time, supporting stronger ROI and deepening brand loyalty.

Todd Grennan

Todd Grennan

Todd Grennan is a New York-based writer and editor. When he's not writing about mobile marketing, customer retention and emerging technologies for Braze, you can find him trying to read his way through every Wikipedia article related to World War II.

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