Articles

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Incrementality-Focused Messaging Measurement: All the Time, Everywhere

The product messaging team at Netflix has a variety of high-level goals that guide its strategy. These include objectives like: Keeping our customers informed and delighted about the best content available to them on the service. Building awareness and buzz around our new original movies and shows. Making the case for subscription to potential customers. An essential component of being a data-driven team is the ability to measure the connection

Cross-platform In-app Messaging

This is the story about how we built a cross-platform in-app messaging orchestration service at Netflix

Notification center is the new home screen

The iOS App Store first launched in July 2008. Over the last decade, it grew from 25,000 apps available in 2008 to 3.2 million apps in 2018. The Android App Store launched in December 2009, and the number of apps available went from 16,000 in the first year to 2.6 million in 2018. In the early days of these mobile platforms, apps were few and easy to find. Today, there

Product Messaging: Retail vs. Subscription

I recently changed jobs. I went from working in, what one may consider, a traditional email messaging environment with Nest to working for Netflix’s product messaging team. In the last two months, I have learned that the messaging perspectives of these two companies differ greatly especially in regards to how they leverage email. Nest has a product suite consisting of 9+ products in addition to a subscription model targeting security

Hello World!

We are product messaging enthusiasts. We define product messaging as a business strategy where customer messaging is an essential part of the core product offering. Product messaging strategies include looking at messaging holistically for a product or company. This means making thoughtful decisions around paradigms like messaging frequency (how often should we message customers to provide optimal value), timing (the right time to send a message to a customer), caps (if we send this particular message