New Report Shows Immediate and Delayed Response to Push Messaging
Published on 17 Sep 2012
Push messaging can be a valuable strategic communication channel between businesses and consumers, but to achieve success you need to know what’s working and what’s not. Our Core Reports and Unique Opt-in Reports enable you to evaluate your efforts in aggregate, examining the number of app opens and time in app alongside the number of pushes sent; and for the latter, the difference in app opens by your opt-in vs. opt-out users, and the impact your pushes have on opt-in vs. opt-out rates.
Today we are unveiling a new report called Push Response that offers a more concrete understanding of the effectiveness of your push messages. It measures Direct Response, where users opened the app directly from the push notification (similar to an email clickthrough), as well as Push Influence, which calculates the total number of users that likely opened your app as a result of receiving a push notification.
Don’t let us lose you with “likely opened as a result of a push,” because this stuff is important. Think about it. There are many apps that might send sports scores or breaking news as push messages and don’t really expect many Direct Responses because they are delivering everything the consumer wants in the push message. But these pushes may still influence the reader to go back into the app within a few hours to read the full story or to see highlights from the game. This type of behavior is called an Indirect Response, where pushes keep your app top of mind and stimulate what appear to be organic app opens, but in actuality wouldn’t have happened without your pushes.
To calculate Push Influence our proprietary algorithm establishes a baseline unique to your app, which is constantly updated using the past 45 days of activity in your app. This baseline is combined with a model of users’ responses to your pushes to determine the probability that an opt-in app open was the result of receiving a push notification. Push Influence is a dynamic metric that not only takes into account changes in your users’ behaviors, but also changes in push messaging activities and other external marketing efforts you may be conducting. As with any communication, a push message’s influence diminishes over time, until it reaches zero. Push Influence reports on the 12-hour influence of a push, as data from across our customer base suggests that influence has generally diminished after this period.