Predictive App Marketing | Localytics @ Apps World 2015

Predictive App Marketing Bringing Analytics and Marketing Together to Drive Personalised Engagement

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Empowering businesses to provide the best app experiences

Launched 2009 | Offices: Boston, San Francisco, London | 200 Employees

$59.8M total raised | $35M round led by Sapphire in March 2015 | $16M round led by Foundation in Feb 2014

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Only Localytics Addresses the Entire App Lifecycle

Optimise & Automate •  Automate marketing efforts •  Dynamic campaign optimisation

Acquire users •  Connect spend to LTV •  Integrated with all major ad

networks and ad tracking partners

Analyse usage •  Powerful app analytics with funnels,

retention, segments •  Profiles and demographics

Engage users •  Push & in-app messaging •  Personalisation

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The World’s Leading Apps Leverage Localytics Media &

Entertainment Gaming Technology Travel & Lifestyle

eCommerce & Retail

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Entrepreneur, 2014

The $77 Billion Opportunity

Bitmoji App

•  In 2015: 1 billion smartphones will be sold – 2x more than personal computers sold

•  In 2016: 10 billion mobile internet devices will be active – compared to an estimated global population of 7.3 billion

•  In 2017: Revenue generated through apps will exceed $77 billion Entrepreneur 2014

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0.01 Jul 08 Jul 09 Jun

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Jun 12

Oct 13

60

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60 BILLION DOWNLOADS IN <5 YEARS BY APPLE’S APP STORE

DOWNLOADS (in billions)

Apple, 2013

We’re Competing at the App Store Level

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48,000 APPS ARE DOWNLOADED EVERY 60 SEC FROM APP STORE.

Mashable, 2014

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Nielsen, 2014

41 APPS INSTALLED ON THE AVERAGE US SMARTPHONE. …Now that’s a lot of competition!

We’re Competing at the Device Level

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Understand your customers deeply … We Can’t Forget About Our Users

Bitmoji App

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2009- 2012 2013 2014 2015 2016 2017

Analytics & User Insight (Segments, Funnels, Cohorts, etc.)

Engagement & Retention (targeted messaging)

Predictive App Marketing

Expectations Have Increased Over Time

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All Stages of the App Lifecycle

Predict Customer Behavior

Use all the data you have about your customers

Predictive App Marketing? What is

Know your next move with confidence

Inside and Outside the App to

and proactively engage and market to customers at

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●  Which promotions did Tom respond to?

●  How many purchases has he made in the last 3 months?

●  What is his Lifetime Value?

●  What products has he purchased in the past?

Descriptive Analytics/Business Intelligence answers

Bitmoji App

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●  What promotions is Tom likely to respond to?

●  How many times will he shop with us in the next 3 months?

●  What is his LTV for the next 2 years?

●  How likely is he to buy product x?

Predictive Analytics helps us understand

Bitmoji App

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Localytics’ Vision for Predictive App Marketing

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Engage

Acquisition Engagement Retention

Acquire

Predictive App Marketing aligns with the App Lifecycle

Retain

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Acquire: Descriptive Analytics

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●  Where to spend your next ad dollar ●  Start thinking about who will be your

next most valuable customer

●  Know which campaigns have the potential to drive your most valuable customers, before you run them

Acquire

A predictive model helps you acquire the right customers

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54%

15%

Only 15% of people who click on a generic push message convert.

A staggering 54% of people who click on a segmented push message end up converting.

Rich segmentation and conversion go hand-in-hand

Localytics 2014

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Engagement: Targeting based on Descriptive Analytics

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●  Forecast engagement & predict your users’ next move

●  Segment users based on key

correlation data to identify key behaviors and future actions

●  Proactively engage with users who

have a high propensity to convert/buy, etc. by sending personalised messaging

Engage

Acquire

A predictive model activates individual relationships

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Retention: Targeting based on Descriptive Analytics

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●  Predict and engage with at-risk customers, long before you have to win them back

●  Find your most loyal users or

those who are at high risk to churn - so that you can nurture them into being lifelong customers at the onset

Engage

Acquire

A predictive model minimizes churn and builds loyalty

Retain

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Successful strategies leverage Descriptive and Predictive

Optimise & Automate •  Automate marketing efforts •  Dynamic campaign optimisation

Acquire users •  Connect spend to LTV •  Integrated with all major ad

networks and ad tracking partners

Analyse usage •  Powerful app analytics with funnels,

retention, segments •  Profiles and demographics

Engage users •  Push & in-app messaging •  Personalisation

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ü  Acquisition ü  Engagement ü  Retention Visit us at Booth 201A Email thawley@localytics.com

Request your free app consulting review

Photo Credit: Markus Spiering, 2015

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Let’s talk!

VISIT OUR LONDON OFFICE

22 Long Acre London WC2E 9LY, UK

Trevor Hawley Senior Account Executive, EMEA

E thawley@localytics.com M +44 (0) 781 808 6852