Appboy’s New Customer Segmentation Product Helps Mobile App Developers Re-engage Users

January 9, 2013

Appboy, the maker of a suite of customer relationship management (CRM) tools for mobile app developers, is now offering a new customer segmentation product that lets developers slice their audience into groups based on who they are and how they behave.

After doing so, developers can then use other Appboy tools to target those users in different ways using push notifications, emails, and in-app messages.

The segmentation can take into account several factors, including demographics, social profile data, app sessions, in-app behaviors, and in-app purchases.

Audience segmentation is not a new idea, but it has only more recently been offered by mobile app analytics providers as a targeting tool. For example, app measurement, ad and analytics company Flurry released its audience segmentation tool called “Personas” this past August. This allows developers to see what types of people use their app, and how the app can then be better customized to their needs, or what ads would be most effective. Other analytics providers like Mixpanel and Localytics are also moving into this area.

But, as Appboy co-founder and CEO Mark Ghermezian explains, these competitors are starting from the analytics side, and are now trying to filter down that data. “We started from the user, and building from the user, and layering products on top of that. The user profiles [at Appboy] aren’t something any of these other analytics companies have,” he says.

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Sarah Perez, TechCrunch, January 9, 2013

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