The best marketing touches individual customers in a way that’s meaningful for them. When it comes to mobile, reaching the level of personalization that customers expect requires a strategic approach to marketing automation and technology tools that help you execute.
For big businesses and loyalty brands, smart marketing typically requires different initiatives across global markets and/or at the store level. With Carnival, you can specify who on your team has access to particular app users inside the platform, as well as what they can do inside Carnival (i.e., send messages, view analytics, update settings). Carnival Audience Permissions are primarily based on Carnival administrators giving members of their internal teams access to specific groups of users, or Audiences, inside the Carnival platform. Naturally, setting these up properly is the key to Audience Permissions working well.
STEP 1: Create “parent” Audiences by market
Before you can implement Carnival permissions, you must first create Carnival Audiences based on the app markets you want to segment. Keep in mind that your team will be able to segment their regional app users even further using Carnival, so we recommend that you keep your “parent” Audiences broad.
Carnival automatically grabs each user’s location by country, so setting up a country-based audience is as simple as ticking a box.
Group users by city, block, or even individual stores using geo-fence targeting. In the Audience Builder, zoom into the map, and draw a “fence” around the area you want to target (for example, create a geofence around Manhattan.)
By Custom Attribute or third-party integrations:
If you know your users’ locations via your CRM or third-party analytics provider, or if it’s something you track inside your app (such as through your app login), Carnival can automatically surface this data inside the Audience Builder. How you capture this additional user info will determine where it appears inside your Audience Builder. If you track location directly inside the app, look for this listed as a Custom Attribute. If you capture location through a third-party analytics provider like Google Analytics or Localytics, it will surface in the Events menu.
STEP 2: Give your regional teams Audience access
Audience permissions can be accessed in the Settings menu. As you give members of your regional or store teams access to the Audiences you just created, you can also choose how they can interact with these groups of app users (if at all).
STEP 3: Segment “parent” Audiences
Once your team has access to an Audience in Carnival, they’ll be able to create sub-segments of that Audience. Your regional teams will certainly understand the best way to segment their markets, but it’s never a bad idea to provide best practices or suggestions. Feel free to set up a few “child” Audiences to get them started, or send us a note if you want a few ideas.
And done! It’s that easy. The challenge is now executing a messaging strategy in each of your app regions or individual stores that feels personalized and targeted to users in that audience. Read our messaging best practices guide for tips, or learn how Gilt uses messaging to drive revenue through their app.