Portland, OR / San Francisco, CA (PRWEB) April 03, 2012
Today at O’Reilly’s Where Conference, Urban Airship unveiled location and custom audience segmentation enhancements coming to the industry’s most utilized service for messaging to mobile devices. Available this quarter, Segments combines Urban Airship’s high-performance push notification platform with the ability to slice-and-dice mobile audiences by location, time, context and preferences to improve the relevancy and targeting of messages and offers.
Leveraging rapidly searchable geo-spatial data from the SimpleGeo acquisition, Segments will allow organizations to collect frequently updated latitude/longitude data from opted-in users to build and save specific audience segments for messaging. For example, a national retailer could off-load excess inventory held by various stores by targeting offers to people in those cities or multiple ZIP codes that have a preference for that product category. A sports or entertainment venue could target people that are nearby right now to drive attendance on a slow day, or offer longer-term promotions for people that were visitors within the last six months but not in the prior three months. A media site could define custom segments called Travelers or Movers based on changes in cities, states or countries over time, and bolster its breaking news pushes with useful local content.
“Location alone, especially with a narrow view of where someone is right now, is a blunt instrument with as much potential to annoy as to motivate,” said Anne Lapkin, research vice president at Gartner. “Understanding user context such as preferences and behaviors offers the opportunity to truly be thoughtful, targeted and useful.”
All Urban Airship customers will be able to leverage Segments, with API access for developers that want to enhance app functionality based on location and time-based data and a web-based tool for marketers to build segments for messaging. With Push and Rich Push® composers, users can construct highly targeted segments using simple Boolean queries (And, Or, Not), joining location information with tags encompassing in-app behaviors, preferences and device profiles. So, targeting iPad users that were in a certain location during a certain time with preferences for particular content or product categories becomes simple.
“As an always-on-you device, smartphones and apps offer the ability to accurately know where people are and what they care about, but too often marketers cast a wide net using only snapshots of insight,” said Scott Kveton, CEO and co-founder, Urban Airship. “In ignoring individuals’ context and behavior over time, marketers risk losing the privilege of leveraging the most intimate communications channel available.”
Standard iOS and Android device libraries are available today with easy-to-use tools to add location detection to apps and gather all the events necessary to enable location segmentation. Premium plan customers will be able to add custom location data such as Designated Marketing Areas.
About Urban Airship
Urban Airship helps the world's top brands do great things in mobile. As the most globally deployed service for push notifications, in-app purchases and subscriptions, Urban Airship enables thousands of enterprise organizations to deliver exceptional customer service experiences and better engage and monetize mobile app audiences. The company delivers billions of messages per month with unrivaled speed and scale for leading brands such as Accenture, CBS Interactive, Groupon, Macy’s, Soundtracking and Warner Bros. Its investors include Founder's Co-op, Foundry Group, Intel Capital,salesforce.com, True Ventures and Verizon. For more information, visit http://www.urbanairship.com and follow us on Twitter @urbanairship.