Leanplum proposes to help advertisers create and test timelines designed to reach people at the optimal moment and through the optimal channel, similar to Google's recent micro-moments concepts.
Say a user has opted out of receiving push notifications – which is entirely possible, considering research from Localytics, which found that more than half of users disable push on iOS – and prefers to be messaged via email instead. Leanplum is hooked into several third-party email service providers, including Marketo, to give the marketer that option.
Leanplum can also track to see whether a message was opened or not, which might have an impact on whether the advertiser wants to send another message or hold off.
Some apps, especially in the travel vertical – Leanplum counts Expedia and Ola Cabs, India’s answer to Uber, as clients – use the tool to develop a rule-based taxonomy centered on creating personalized messages related to time.
In the case of travel, all the advertiser needs to know is the traveler’s departure date in order to orchestrate and plot a lifecycle-based timeline.
If a user is planning to fly from New York to San Francisco, for example, it might make sense for a travel app to send a message with local weather conditions several days before the flight, with tips on what to pack. A message at SFO with info about ground transportation would make sense upon landing, as would a message with details on tourist attractions the day after that.
“All of those are different messages, but they’re also all part of the same campaign,” Kyurkchiev said.
In addition to a planned hiring spree, Leanplum, which is headquartered in San Francisco, has its eye on potential international expansion, as a good number of its clients are based in India, South America, the UK and several other European countries. Leanplum already maintains an engineering office in Bulgaria and a sales outpost in London.