Introduction

As a marketer, you may want to conduct a survey and profile your users based on the survey responses. Profiling users through surveys helps us understand our target audience, identify needs and preferences, and tailor products, services, and marketing efforts for better results.

Advantages of user profiling through surveys

• Understanding user needs: Surveys allow businesses to directly gather information about user demographics, behaviors, preferences, interests, online behavior, and purchase history, which is crucial for understanding their needs and expectations.
• Identifying areas for improvement: Surveys can uncover areas where users experience difficulties or dissatisfaction, allowing businesses to identify and address these issues.
• Personalizing experiences: User profiling enables targeted messaging, personalized advertising, and remarketing strategies to create a more engaging and relevant experience for each user.
• Enabling decision-making: The data collected through user surveys provides valuable insights into making data-driven decisions about marketing strategies.
• Improving retention: Understanding why users unsubscribe or disengage from your campaigns helps improve customer retention, mitigate churn, and foster long-term relationships.

We will achieve this use case by creating an In-app Messaging campaign. We will conduct a survey for users who have unsubscribed from your newsletter and save the survey responses as user properties.

Expected Result

When users open the app, they receive a survey.

The responses they submit are stored as user properties. For instance, when a user submits an answer, the attribute associated with the answer is saved in the property survey_response. This information is then available in the MOE_RESPONSE_SUBMITTED event within the user profile.

Create an In-app Campaign

In this section, we will create an In-app campaign to survey users who have unsubscribed from our newsletter.

Step 1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create new.
3. Under Inbound, click In-app.
   
4. Define your campaign with a name and tags.
5. In the Target platforms section, we will select both Android and iOS platforms to target users on both platforms.
   
6. In the Trigger criteria section, use On app open as the criteria for our survey. Selecting this criteria will display the survey pop-up to the target audience when they open the app.
   
7. Target audience section, we will target the users who have unsubscribed from the newsletter. To do this, click the User behavior tab and define the segment as Has Executed Newsletter Unsubscribed at least once in the last 30 days.
8. Click Next to move to the second step, Content.

In the next step, we will define the content for our campaign.

Step 2: Content

1. On the Prebuilt and saved templates tab, select Survey under the Filter By Use Case section on the left. You can also use the search box to search for the template.
2. Select the Survey Popup - Radio Buttons with Emoji template. The template's code view will appear. The HTML code snippet in the left-side section allows you to edit the content and design. 
3. Edit the code based on your requirements in both Android and iOS tabs. Turn the Mirror platforms toggle on to mirror changes across both platforms. For more information on editing the HTML template, refer to HTML In-App Templates.  The code here is defined to automatically trigger the MOE_RESPONSE_SUBMITTED event with the selected answer as an attribute. It also creates a user property named survey_response containing the submitted answer. For more information, refer to Survey.
   
   
4. You can edit the property name in the code based on your use case.
   HTML

   <button
   class="btn btn-cstm-light submit"
   data-dismiss="modal"
   aria-label="Close"
   onclick="moengage.trackClick(1); moengage.trackEvent('MOE_RESPONSE_SUBMITTED',{survey_response: document.querySelector('input[name=customRadio]:checked').value},{},{},false,true); moengage.setUserAttribute('survey_response', document.querySelector('input[name=customRadio]:checked').value)">Submit</button>          

5. Click Next to move to the third step, Schedule and goals.

In the next step, we will define the schedule and goal of the campaign.

Step 3: Schedule and Goals

1. In the Send campaign section, define when you want to start and end your in-app survey.
2. In the Conversion goals section, add conversion goals that you would like to track. For more information, refer to Schedule and goals.
3. In the Campaign priority section, assign a priority to this campaign. For example, selecting Critical ensures that the users will always see the campaign even when there are other campaigns for which they are eligible.
4. In the Delivery controls section, define the controls based on your requirements. For more information, refer to Create In-app Campaign. 
5. Click Publish.

The campaign is now published. When a user submits a survey, the data will be tracked and saved in MoEngage user profiles.

Conclusion

In this use case, we learned how to profile users using an in-app survey. We can use the responses collected to profile users.

Now that we have published the campaign, we can track its Click Through Rate (CTR) and conversions (if defined) to understand its performance. For more information, refer to In-app Campaign Analytics.