How Eurest Used Device ID

Jackie Micucci
Thursday, Sep 22, 2011 at 10:00 AM

Last week I discussed how device ID and Tag can create a total mobile gaming experience for users. But it can also be used to optimize user engagement by creating experiences that are customized to users.

Eurest device ID image

Eurest Dining Services did a great job taking advantage of the device ID tools that Tag offers by using them to build a powerful mobile marketing campaign. The basics: Users scan Tags and receive a discount on food or win prizes. But using device ID to associate scans with specific devices helped Eurest build a win algorithm that kept players engaged and coming back for more.

Why Device ID

“You can capture and identify a return user without having any of their personal information,” explains Srivats Srinivasan of Nayamode, which teamed with Eurest to create the Tag campaign. “It helps us identify users and moves them ahead in the work flow. Device ID shows how many times a Tag was scanned by the device without having to ask the person who they are.”  

It’s also a huge convenience for users because they don’t have to keep entering information to identify themselves. It gives the system a way to track who it is (the device), which Tag was scanned and how many times they scanned.  

Eurest screen capture 

For a contest that is critical because it means you can track how many prizes are awarded and to which device. “Eurest gives away many coupons each day, but no more than one per device,” says Srinivasan. “If a user has already won that day, they can’t win again that same day; that’s the huge benefit of using device ID.”

Integrating Device ID

Tag accepts a number of parameters in the URL when you are creating a Tag and device ID is one of them. It captures the device ID, encrypts and uses it. To get more technical: The device ID is a base-64 alphanumeric string and can include up to 256 characters. When you enter the URL in the redirection URL box of a URL Tag, type the text {!deviceID} in the URL at the location where you want the device ID to be inserted.

“MS Tag creates a platform for [device ID],” says Srinivasan. “What you do with it depends on what your business plan is, but the addition of device ID is made very straight forward during the Tag creation process.”

Creating Customization

Device ID lets you know your user without actually knowing your user. It does not contain any personal information about the user or the user’s mobile phone. It is an anonymous but persistent number that uniquely identifies a particular mobile phone.

“You can tailor experiences for users,” notes Srinivasan. “If you think about it, as marketers it lets us market one-on-one to people. We can customize a method very specific to them. Device ID lets you do that without infringing on privacy.”

How would you use device ID coupled with Tag to customize user experience and build engagement? Let us know with your comments below or on Facebook or Twitter.


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