1Weather：通过个性化通知扩大移动用户参与度
技术
- 机器人 - 轮式机器人
- 传感器 - 全球定位系统
适用行业
- 城市与自治市
- 电信
适用功能
- 销售与市场营销
用例
- 泄漏与洪水监测
- 智慧城市运营
关于客户
1Weather 是 Google Play 商店中评分最高的天气应用程序，提供实时本地天气预报。该移动应用程序提供全球各地的天气信息和预报，以及美国特定地点的恶劣天气警报和报告。1Weather 拥有超过 800 万活跃用户，其中 5% 来自美国。这些用户依赖该应用程序每日天气预报，即使他们在移动中。
挑战
1Weather 是一款评分最高的天气应用程序，在维持用户参与度和重新参与度方面面临着挑战。尽管提供定期天气更新和预测，该应用程序的页面会话量仍然较低。该公司希望确保用户能够持续受益于其准确的天气信息和预报。主要目标是提高应用程序打开率和参与度，使用相关推送通知提高点击率 (CTR)，并使用内容参与度得分 (CES) 提高每次会话的深度。然而，由于其大部分用户群位于美国，该公司面临着限制，美国严格的数据和用户隐私法要求所有参与通信仅与天气条件相关。
解决方案
为了克服这些挑战，1Weather 采用了更加细分的参与方法，确保传递的消息与每个用户相关，并优化发送的消息数量。该公司与 MoEngage 合作部署其客户参与平台。他们利用来自近 800 万用户的大量位置数据，并使用 MoEngage Analytics 进行分析，以创建利基用户细分。该品牌的营销团队还能够分析过去用户的行为及其移动应用程序活动。然后，他们将用户分为活跃组和非活跃组，并根据他们的默认位置偏好进一步细分。该团队利用这些新细分的组，使用定期推送通知和动态产品消息传递 (DPM) 来动态映射个性化用户通信活动。他们还实施了提高移动应用程序粘性的策略，将用户从非活跃细分群体转移到活跃细分群体，并向用户的当前个人资料添加更多位置数据。
运营影响
数量效益
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