This discussion delves into the depths of what can be tracked and what is being tracked in maximising the impact of mobile apps in industries like travel and hospitality, retail, gaming, etc. It’s a very good view into predictive and analytics-based targeting, real-time actions based on specific business goals, and the related domain. Very interesting conversation!
Sramana Mitra: Let’s start by introducing our audience to yourself as well as to Swrve.
Christopher Dean: I’m the CEO of Swrve. Swrve is a mobile engagement platform based in San Francisco with offices around the world. We deliver everything that a brand needs to be successful on a mobile app. As the world is transforming and moving to more and more mobile experiences, brands need to interact with their mobile consumer through apps and mobile experiences. We provide the infrastructure and the platform for those brands to do that.
Sramana Mitra: Let’s double-click on that. Tell us about what customer base you cater to, and let’s do some use cases.
Christopher Dean: Principally, we cater to large business and consumer brands. The big verticals that we sell into are the media and entertainment, travel and hospitality, commerce, and telecom. We have a very big vertical in the mobile gaming space. In fact, that’s where our history comes from. Good examples of people using our product include someone like Warner Brothers who’s using them for a range of their games. They use Swrve to help drive customer journeys through first-time user experience all the way through to a range of campaigns where we deliver in-app messages while someone is playing the game to ask them whether they’d like to buy a virtual good or a new armour or power. That, fundamentally, drives revenue for Warner Brothers in those games.
Sramana Mitra: What do you do for them?
Christopher Dean: What Swrve provides is we take a software development kit and we integrate that into their app. The first thing that allows us to do is track all of the behaviours and the actions that occur in the app. Many brands today don’t know what’s going on in their apps. The first core functionality in the platform is the analytics part of the platform. The second core thing that we do is we then allow an app publisher to segment and target their user base. How does a brand interact with and reach out to their users through the app?
We can build very complicated and very interesting segments. The next part of our platform provides a bunch of tools to interact with the users. Some of those tools are push notifications. That is a great way to interact with users outside of the app and to bring them back into the app. Then we have a range of other tools including in-app messages and in-app conversations. These are very rich media pages that pop up when you’re using the app with a variety of content and/or calls to action.
The next part of what we do is, we are a broad A/B testing platform. We give the brand or the app publisher the ability to test different variations of the messages they’re putting in front of users and the campaigns. Then we also let them completely change the experience in the application. We allow them to test navigation, for example. We also have a complete lifecycle marketing suite where we help in an out-of-the-box way to create segments of new users and evaluate users. We help brands and apps build campaigns directly into the lifecycle of the user. We help brands create campaigns to push users through the lifecycle from first-time user experience into engagement, to retention, and ultimately into modernisation.