Donky, which offers a network for developers to build secure flexible communications into any application, has launched an analytics solution that enables deeper segmentation and analysis of mobile app and web users for more granular targeting.

Donky enables brands to engage with existing customers based on their level of activity, behaviour and past interactions; for example, whether or not they have become inactive or whether they are a recognised user, to reduce the costs associated with acquiring new users by re-engaging dormant users.

The first two elements of the analytics offering to launch are called Active vs Dormant, and Anonymous or Known. The former enables brands to dynamically reach out to users that have been inactive over any defined period of time, creating communications and offers designed to drive re-engagement and increase the active audience size. Donky says this deeper segmentation allows marketers to re-engage with users for as little as 1p, rather than re-acquire new customers at £15 per user.

As an example, a campaign could be created to encourage the reactivation of dormant users that were last seen more than three months ago with a limited time special offer. Alternatively, active users could be targeted with offer codes for use on specific days to encourage repeat activity and increased loyalty. This can then be tracked in the brand’s audience analytics, showing how customers are converting between active and dormant statuses to identify where marketing is having a positive impact.

The latter leverages the fact that on the Donky network, customers are either known to a brand by means of a unique user ID, associating them with relevant contact information and allowing all of their devices to be connected to create user centric marketing campaigns; or they are anonymous, aside from the detail of the device they are registered on.

Brands can therefore identify who has visited their site or downloaded their app and not yet provided user information. This enables the brand to send known users more personalised communications that are contextually relevant to the type of device they engage with. They can also track conversion of anonymous users to known users for to identify what drive the conversion. These properties can be used individually or together and combined with a brand’s own data or additional properties from an app or website for deeper segmentation and targeting.

“Donky’s segmentation solution has already realised massive benefits for us,” said Michael Macneil, co-founder of audio social network Yappies, which is already using the analytics solutions. “A key aspect for us is to focus on inactive accounts and ensure these users come back to engage and generate content. Donky provides a depth and breadth of user data that gives us everything we need to structure an effective segmented campaign to draw these users back in.”

Donky CEO Paul Putman noted that the ability to re-engage dormant users, reduces the pressure and associated cost to drive new app downloads. “Our customers are currently benefitting from this increased insight through deeper segmentation and have been able to boost interaction significantly from between 9 – 13 per cent in standard activity,” said Putman. “With these new segmentation and analysis capabilities, we are not only giving marketers a step up in the ongoing bid to provide timely and relevant communications to increase active consumer interaction, but reducing their spend on new customer acquisition as they activate existing users.”