Mobile Data Bridge: Quick Start Guide

This topic guide will give you ideas on how to use the new Mobile Data Bridge functionality with your app. We begin by elaborating on the general problems solved by Mobile Data Bridge, and then proceed to give specific use cases.

Unify Mobile and Non-Mobile Data

Mobile Data Bridge serves multiple purposes, but its core functionality is to unify mobile and non-mobile data. In the following section, we’ll examine how Tag Groups and Named Users work together by examining a simple example: pushing to a segment created with mobile and non-mobile data.

As of the initial release of Tag Groups in April 2015, support for Tag Group Segments is API only. UI support in the Segments Builder will follow in a subsequent release.

Push to a Segment Using Mobile and Non-Mobile Data

Setup

Your app users have existing user profiles that you track in a CRM database, along with other data that is unrelated to their app usage.

Problem

You want to use this non-mobile data from your CRM database, in addition to the mobile data you gather client-side (i.e., data about their app usage), to set tags on your audience.

Previous Approach

There was no good way approach to this problem—you had to choose to set tags either server-side, using the non-mobile data contained in the CRM database, or client-side, using mobile data. If you tried to do both, you risked accidentally overwriting tags.

Mobile Data Bridge Solution

  1. Set up a Tag Group: Create a Tag Group associated with your CRM database. For the purpose of this example, we are going to make the Unique ID crm.

  2. Set up Named Users: Integrate Named Users with your application using one of the two methods detailed in here. The Named User IDs should be easily related to the user IDs in your CRM database. You will most likely want to enable client-side Named User association.

  3. Tag users with non-mobile data: Let’s say you gathered some data from your CRM database, and you have 1567 customers that indicated they are interested in partner offers. You would like to add the tag "partner" to each of these users. To do so, use the named users tags endpoint:
          POST /api/named_users/tags/ HTTP/1.1
          Authorization: Basic <master authorization string>
          Content-Type: application/json
          Accept: application/vnd.urbanairship+json; version=3;
    
          {
             "audience": {
                "named_user_id": [
                   "named_user_id_1",
                   "named_user_id_2",
                   "named_user_id_3",
                   "...",
                   "named_user_id_1567"
                ]
            },
             "add": {
                "crm": [ "partner" ]
             }
          }
          
    

    Adding tags to a Named User is roughly equivalent to adding tags to all of that Named User’s associated devices. You can think of the crm tag group as being a folder on a user’s device. In this folder, you should place any tags generated by your CRM database that you would like to leverage when sending pushes.


  4. Send a push: Suppose you want to send a push to the subset of the devices associated to the above Named Users that also have the device tag "sports_fan":
          POST /api/push/ HTTP/1.1
          Authorization: Basic <master authorization string>
          Accept: application/vnd.urbanairship.json; version=3;
          Content-Type: application/json
    
          {
             "audience": {
                "AND": [
                   { "tag": "partner", "group": "crm" },
                   { "tag": "sports_fan", "group": "device" }
                ]
             },
             "notification": {
                "alert": "10% off on sports memorabilia this weekend!"
             },
             "device_types": "all"
          }
          
    

Congratulations! You just pushed to a segment using both mobile and non-mobile data!

Use Cases

As described above, Mobile Data Bridge primarily solves issues related to unifying your data and creating fine-grained segments. The examples below describe concrete ways in which this new functionality can be used.

Build Customer Profiles

The tools in Mobile Data Bridge can be used to identify customer preferences.

  • Suppose a customer installs your app, logs in, and sets preferences. They then install your app on another device. Because named users are set on login, this customer’s preferences will be automatically populated with their earlier choices.

  • A customer using a media app sets Drama as one of their favorite genres. This genre tag can be added to the customer’s Named User ID, and all subsequent pushes to this tag will go to all of the customer’s associated devices.

Retention

External data can be used to identify users who are at risk of leaving. You can use this information to send pushes that encourage engagement.

  • Use CRM data to identify and record infrequent buyers, and then target these customers with special offer notifications.

Subscriptions and Rewards

Mobile Data Bridge can also be used to reward loyal users.

  • If you have some sort of external loyalty program, you can connect that information with your Urban Airship account by creating a loyalty tag group. If your loyalty program is tiered, you could attach loyalty tier tags to named users (e.g. loyalty-silver, loyalty-gold).

  • Identify and record frequent buyers in your CRM database. You can target these customers with pushes that reward brand loyalty.