Collection use case
This reference article covers an example user data collection use case—how a ride-sharing app might decide what user data to collect.
For this example case, let’s consider a taxi or ride-sharing app (such as Uber or Lyft) that wants to decide what user data to collect. The following questions and brainstorming process are a great model for marketing and development teams to follow. By the end of this exercise, both teams should have a solid understanding of what custom events and attributes make sense to collect in order to help meet their goal.
Case question #1: What is the goal?
Their goal is straightforward in that they want users to hail taxi rides via their app.
Case question #2: What are the intermediate steps on the way to that goal from app installation?
- They need users to begin the registration process and fill out their personal information.
- They need users to complete and verify the registration process by inputting a code into the app they receive via SMS.
- They need to attempt to hail a taxi.
- In order to hail a taxi, they must be available when they search.
These actions could then be tagged as the following custom events:
- Began Registration
- Completed Registration
- Successful Taxi Hails
- Unsuccessful Taxi Hails
After implementing the events, they can run campaigns including the following:
- Message users who Began Registration, but haven’t Completed Registration within a certain time frame.
- Send congratulation messages to users who Completed Registration.
- Send apologies and promotional credit to users who had Unsuccessful Taxi Hails, that weren’t followed by a Successful Taxi Hail within a certain amount of time.
- Send promotions to power users with lots of Successful Taxi Hails to thank them for their loyalty.
Case question #3: What other information might we want to know about our users that will inform our messaging?
- Whether or not they have any promotional credit?
- The average rating they give to their drivers?
- Unique Promo Codes for the user?
These characteristics could then be tagged as the following custom attributes:
- Promotional Credit Balance (Decimal Type)
- Average Driver Rating (Integer Type)
- Unique Promo Code (String Type)
Adding these attributes would allow the ability to send campaigns to users such as:
- Reminding users who haven’t used the app in 7 days and have promotional credit in their account to return to the app and use the credit.
- Using our message templates and personalization features to drag the unique promotion code attribute into messaging directed at users.
Braze will ban or block users (“dummy users”) with over 5 million sessions and no longer ingest their SDK events because they are usually the result of misintegration. If you find that this has happened for a legitimate user, reach out to your Braze account manager.