Iris Mobile

Iris Mobile, LLC Chicago-based Iris Mobile connects brands with individual customers over messaging using a SaasS Plaform for mobile CRM. Personalized, two-way mobile conversations are used to build a data set for each customer, uncovering unique behaviors and tastes that drive future communication from the brand, executed right from the platform. The system leverages a double opt-in messaging strategy to capture the mobile phone number as a personal identifier. This mobile number is the only identifier that's really pure in mobile and is the least likely to change over time, so marketers can tie vast amounts of data to this one attribute and use it across platforms. Using its proprietary Rich Media Messaging (RMM) technology, the strategy is bolstered using image, video and long text delivery, customized for the receiving device. Messaging behavior drives the entire process, as it is the most direct and immediate link to the individual customer. By opting in, customers are consenting to receive communication from a brand, which explains Iris Mobile’s average opt out rate of less than 1% for any campaign. The goal is to generate a two-way conversation, designed to cull specific data on the customer. For example, two customers might receive the same initial message from a retailer: Are you Sporty or Fancy? Keywords in the reply will trigger the subsequent message: Holiday party dresses on sale now! or an invitation to an In-Store Yoga Workshop Event complete with a registration link and calendar download. Following, the brand could solicit feedback on either offer, request preferences on images of items sent in the message, integrate POS data to understand what was purchased and following up custom recommendations. By combining messaging with a smart, automated custom rich content platform, the solution makes possible a level of personalization that is truly unique in the marketplace. Iris Mobile’s approach addresses the issue of effectively aggregating customer data on mobile. Unlike desktop, where all experiences occur on the browser, mobile behavior lives across web, app, and messaging, rendering traditional cookie-based targeting ineffective. Device identifiers like MAC addresses, UDID and IDFA assignments as a means of identification are increasingly the subject of privacy regulations that will continue to limit their use in this sense; therefore, to amass all of the mobile experience together, and have a single unique identifier, Iris Mobile uses the mobile phone number. This solution creates independence for marketers by generating an owned mobile data asset. This asset is their key to generating maximum lifetime value for each customer. Iris Mobile is helping brands capitalize on the increasing time spent on mobile to connect with and learn about customers. Using the platform, brands can parse out specific types of customers, coupling what they know about them on the mobile device with existing CRM data, and serving the right content to that person. Brands can choose to integrate data from their own CRM, linking attributes to the mobile identifier captured at opt-in, or simply build data via messaging and send it upstream to their CRM at will. The result is a holistic picture of a customer that is dynamic and fluid based on ongoing interactions via mobile. This owned mobile data asset will succeed in building stronger relationships that will endure over time, driving better experiences for customers and increased value to brands.