Adva Mobile Fan Engagement Score (ES)
New mobile technology scores fan engagement on artist web apps and ranks fans by loyalty
Mobile marketing portal Adva Mobile has launched Engagement Score (ES), a mobile technology capability. ES scores Fans as they engage artists on their mobile web app, helping artists identify which fans are most engaged, most loyal, and ready to support their favorite artists with purchases. Engagement Scores (ES) track Fan Activity and measure engagement level - Purchases, Video Views, Music Listens, Photo Views, Contest and Survey participation, and other activities. The sophisticated Fan Database of the Adva Mobile platform allows artists to filter Fans by Engagement Score and artists can then target these Fans with the special offers and bundled packages these loyal Fans crave.
Fans join an artist's Web App by Texting in to the artist, and are then sent to the Web App via a URL link in the return Text. Mobile technology can identify unique Fans on the Web App, and as these Fans engage the artist, activity levels are measured and scored. The Fan database can then reflect Fan Activity and differentiate between casual Fans and SuperFans.
Superfan by Location Targeting
The database filtering system allows artists to uniquely identify their most loyal Fans in any location. By running a filter on the location field in the Fan Database, and a second filter pass on Engagement Score (ES) to determine which among these Fans are most engaged, artists can schedule meet and greets, backstage passes, and other high quality merchandise and services these SuperFans are ready to buy.
The filtering allows artists to select a value (for example, 5) and then filter Fans by many categories including "greater than", "equal to", "between", etc. Once a filter is created, it can be named and saved, and used as part of targeted Text and Email campaigns.
ES in Action
A new artist on the Adva Mobile service (few months), with ~400 opted in mobile Fans, can identify which fans are already on his web app and which aspects of the Web app generate the highest interest among Fans. Another artist, now with almost 900 Fans, sees a greater level of engagement over time. By running a simple filter on the Engagement Score (ES) selecting "greater than or equal to 9", this artist learns that more than 80 fans (8%) have engaged the artist more than 9 times, and this group can be sent Text and Email messages that offer special invites and bundles from the artist.
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