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

Rickie Zayee – rzayee@localytics.com

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Empowering businesses to providethe best app experiences

Launched 2009 | Offices: Boston, San Francisco, London | $59.8M total raised |

$35M round led by Sapphire in March 2015 |

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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• Email• Personalisation

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The World’s Leading Apps Leverage LocalyticsMedia & Entertainment GamingTechnology

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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51.5

60BILLIONDOWNLOADS 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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48,000APPS ARE DOWNLOADEDEVERY 60 SEC FROM APP STORE.

Mashable, 2014

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Nielsen, 2014

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APPS INSTALLED ON THE AVERAGEUS SMARTPHONE.

We’re Competing at the Device Level

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Nielsen, 2014`

App Marketing Timeline

2007 2008

20092010

2011 2012

20132014

2015

Apple Releases iPhone

Banner Ads for downloads

Get to the topof the AppStore Where are users

coming from?

How do we getmore users?

Marketing with relevant content

Apps your customerslove to use

Connecting the Disconnected

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Symptoms of a disparate system app marketing (DSAM)

Disconnected & Ineffective

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Symptom of DSAM – Lack of personalised marketing

There’s a 60% chance users who don’t visit your app within 7 days of downloadingwill never return

Acquisition and basic analysis are no longer enough.

Targeted messaging doubles app open rates, triples app conversion rates and increases app retention by 2-3x

Consumers respond positively to personalised marketing that’s based on theirbehaviour and interests

Personalisation: The ability to create highly targeted marketing to customise the appexperience will become a top trend in 2015

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Challenge – User Acquisition

Effective acquisition help marketersunderstand how users acquired through different campaigns behave AFTER downloading the app.

Do they stick around? Where do they go in the app? What are they looking at? What are they booking or buying? How often do they come back? How long are their session times? How long between sessions?

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0%

100%

Engaged with push Not engaged with push

62%

32%

Challenge - User Engagement

It’s more cost effective to retain a current customer than to acquirea new one

It’s important to engage and retainusers post download

52% of users have push notificationsactivated on their device

Personalisation increases conversionfrom 3% to 14% on average

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Challenge 2 – User Engagement

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Push Best Practices

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Types of Messaging

Transactional Push In-App

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Challenge – Personalisation

Profiles vs. Personas

Get to know your users

Join data from within the app to data held outside of the app

Connect the disparate

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Challenge – Personalisation

Data from outside the app

What additional information do you know about your user?

Most visited hotel?

Favourite destination?

Frequent flyer or loyalty cards?

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Challenge - Personalisation

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One Channel App Strategy

APPIFICATION IS EVERYWHERE!

Is your product being used on the web, offline and on mobile?

Consumer data trails are becoming more complex and convoluted

Marketers will require instant access to app data and will need to beable to take action on that data without having to wait

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Integrated App Marketing

Act immediately and move fast, your users won’t wait for you

When users download your app you have to act fast to keep them engaged

Use IAM to deploy informed engagement decisions quickly

With IAM you prevent logistical issues and data incompatibility delays so thatpersonalised messaging gets priority

Help your engineering team maximise their productivity

Cross department collaboration

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What’s the benefit of being integrated?How does integrated app marketing help you?

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Integrated App Marketing aligns your app strategy

Predictive App Marketing, moving beyond customized messaging to predict a user’s next move and attain true personalization

When you integrate your app marketing approach you can drive customer engagement throughout all stages of the app lifecycle because you are –

Aligned, Connected, and Effective

Predictive App Marketing

“I knew you were going to do that”

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Predictive Apps will create Hyperpersonal Experiences

● Consumers demand personalization, they expect technology to read their minds

● The value and utility of mobile has dramatically increased the last few years and will continue to do so

● Predictive App Marketing will make mobile devices even more valuable to consumers

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Predictive Integrated App Marketing – The Future

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Request your free app consulting review

Photo Credit: Markus Spiering, 2015

Exclusive App Review

Lisa Knight – lknight@localytics.comSam Braich – sbraich@localtyics.com

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Thank you