Mobile growthJune 21, 2018

Mobile data, simplified

With mParticle, Lilly Pulitzer has a stable, scalable, and secure mobile data foundation.

Lilly wanted to make use of best-in-breed third-party tools to drive usage and adoption of their mobile app, but each one required its own SDK. Lilly’s mobile app team wanted to move quickly but did not have the engineering resources available to build and maintain these integrations. Moreover, they preferred not to bloat the app with excessive third-party code.

Challenge

Instead of implementing each vendor’s standalone SDKs, Lilly implemented mParticle to serve as its central mobile data layer. Using mParticle, Lilly could implement just one SDK and then distribute the data—in a well-governed fashion—to multiple vendors at once.

With mParticle at the core, Lilly was able to build a best-in-class mobile stack without overly taxing their scarce engineering team with data integration projects.

As an added benefit, having a central data layer also made it easy for the team to uncover and address bugs in the app before they went live. In one testing instance, Lilly identified two integrations competing for screen priority, a discrepancy that would have affected in-app experience. Using mParticle, the team was able to pause the data flow to these two integrations, assess the situation, and determine which process should be prioritized.

Solution

Instead of relying on an ever-increasing number of SDKs—which would provide access to necessary tools but increase dependency on third-party code—Lilly decided to implement the mParticle API. Using mParticle enabled the Lilly team to integrate their best-in-class stack providers with the mParticle API in a controlled fashion instead of directly into their app. By leveraging this data layer, Lilly was able to build a scalable best-in-class stack that allowed them to create seamless customer experiences without relying on engineering to test, implement, and maintain every single service or platform. With mParticle in place, Lilly is able to test providers, features, and initiatives and unify their customer data from all of their channels without affecting the customer experience.  This level of control also makes it easier for the team to uncover and address bugs in the app before they impact the customer.

In one testing instance, Lilly identified two integrations competing for screen priority, a discrepancy that would have affected in-app experience. Using mParticle, however, the team at Lilly was able to pause the data flow to these two integrations, assess the situation, and determine which process should be prioritized, all before initializing anything in the app. The result was not only an undisrupted customer experience, but also days of saved engineering hours.

Within weeks of implementing, we saw a faster, more stable app as a result of removing individual vendor codes.

Kim Czopek

VP of Digital Marketing, Lilly Pulitzer

Results

Using mParticle, Lilly saved 80 hours of engineering work in a single month. Additionally, new integration tools tested and implemented with mParticle led to outstanding results, including:

●      40% increase in push opt-ins after onboarding a new push vendor;

●      8,000 installs within 90 days of onboarding a new deep-linking vendor.

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