Glance is an unconsolidated subsidiary of InMobi, a leading provider of marketing and monetization technologies that offers a lock screen-based content discovery platform to create commerce experiences in a world of connected devices. Headquartered in Singapore, InMobi maintains a large presence in San Francisco and Bangalore.
Glance Folders is a mobile app that serves as a one-stop shop for consumers’ shopping, entertainment, travel, and gaming needs. The application helps customers organize apps, get the latest shopping deals, discover trending apps, explore games, and receive relevant mobile app recommendations.
Mobile push notifications play a crucial role in Glance’s engagement strategy. Glance’s customers rely on push notifications to discover app features, get content recommendations, explore new shopping deals, travel tips, and more.
The Glance team relies on mobile push notifications to ensure a healthy active user base on their mobile app and to prevent mobile app uninstalls.
Mobile push notifications play a critical role in our overall customer engagement and retention strategy. We rely on this channel to complete customer journeys, drive purchases, and improve app stickiness.
Thanks to MoEngage’s Merlin AI, we became more agile and were able to launch campaigns for multiple use-cases with A/B tests much faster than earlier. The time saved was immensely valuable to us because we were able to spend more time understanding customers better.
1. Ensuring customers complete their customer lifecycle: The team identifies customers at each lifecycle stage and sends personalized mobile push notifications to help customers move to the next stage in their lifecycle.
2. Driving customers back to the mobile app: App stickiness is a key metric for the Growth team at Glance. Mobile push notifications help the team bring back customers to the app frequently via recommendations, deals, and more. This leads to building a stronger relationship with customers and directly improving brand recall.
3. Asking loyal customers to rate the mobile app: The team identifies loyal customers and sends targeted communication prompting for reviews on Google Play.
Given that Glance Folders for Entertainment is a new product offering by Glance Folders, the team wanted to be more agile with campaign launches and optimizations. The team wanted to run over 80 A/B tests on push notification copies to test the best-performing variations for different customer segments.
It took the team about 3-4 days to launch campaigns with multiple testing variations, giving them little to no time available to execute personalization strategies.
Realizing this as a core challenge to overcome, the team at Glance Folders decided to use Open AI’s LLM ChatGPT to reduce campaign go-live times. Unfortunately, this did not significantly impact their agility. Additionally, the push notification copies given by ChatGPT lacked historical knowledge about what variations have worked best in the past.
This is where MoEngage’s proprietary generative AI engine, Merlin AI, came into the picture.
Merlin AI learned how Glance’s audience responds to different push notification copies. It then combined this knowledge with the prompts the team gave it and created relevant push notification copies with A/B variations instantly.
The time saved by using Merlin AI was precious to the Glance team. It gave them an opportunity to:
• understand customers, their behavior, and preferences better,
• do a deeper analysis of drop-off points in the customer journey, and
• build a strategy to optimize the customer journey leading to a purchase
Complying with multiple privacy regulations, Glance does not collect sensitive information about its customers, making it challenging to understand their preferences. However, wanting to send relevant news segments to their customers, the team built a plan to circumvent the absence of customer preference data.
Thanks to the flexibility of going live quickly with multiple A/B push notification campaigns, the team sent different categories of new pieces to multiple audience sets in the United States and India.
Based on the engagement received on the suggested content recommendations, the team at Glance was able to deduce the individual content preferences of these customers without gathering any first-hand information from them.
The team’s strategy and the quick go-live times by Merlin AI helped them fill gaps in customer understanding where information was absent, use this understanding to recommend relevant content to multiple audience segments via push notifications, and drive engagement for their mobile app.
Here’s how the Glance team benefited with MoEngage’s Merlin AI:
