Mobile Re-Engagement: A Practical Guide on How to Get Started

A Practical Guide on How To Get StartedMOBILE RE-ENGAGEMENT

Stephanie PilonHead of Product Marketing

Joff Hamilton-Dick Head of Europe

Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

Stephanie PilonMarketing Manager

14,000+Integrated

SDKs

#1

100+ Billion 800+

100+employees

2 PetabytesMonthlyTraffic

iOS Attribution SDK*

IntegratedPartners

Data PointsTracked Monthly

* Source http://mightysignal.com/top-ios-sdks?tag-24

Joff Hamilton-Dick Head of Europe

All-in-one App Marketing Platform

250+pre-tested traffic sources

23RTB exchanges

77employees31% in tech

6

75officesSan Fran, London, Buenos Aires, Berlin, Sao Paulo & Cape Town

& a comprehensive blacklist

2servicesengagement & acquisition

1 “We combine acquisition and engagement to minimise the cost of acquiring active new users, outside of Facebook.”

mission

including

www.jampp.com

terabytes of advertiser in-app events analyzed daily


HOW IT WORKS: QUICK RECAP& the different roles of adjust and Jampp

Desktop vs Mobile


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AD

ADvia deeplink

Jampp groups your users into segments

Your users appear in apps selling their inventory to RTB Exchanges

integrated with Jampp

Jampp works out how much to bid for each impression in

order to show your ad

The user clicks on the ad and is taken to a

specific page in your app

Events tagged in the adjust SDK are sent to Jampp when

triggered, along with metadata

adjust reads deeplinks fired via the SDK

adjust checks whether a user should be reattributed

User is reattributed to a new source, and all new events are attributed to campaign

1 2 3 4

5 6 7 8

23 RTBexchanges

So how do you even begin re-engaging your audience?THE CHALLENGE



set up tracking URLs

integrate in-app events2enable deeplinking1 3

build creativesshare data5set re-attribution window4 6

CHECKLISTWhat you’ll need to do

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Deeplinking

Seamless user journey back to app


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with

withoutUser rerouted via app store

Open Rate 0.6X%

Open Rate X%


3 kinds of deeplinks

Default Conditional Contextual

Not just one

Building Your Deeplink


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DEEPLINK URI

appname product001: //

DEEPLINK INTENT/PATH

super_resto_app ?s=r&ri=<restaurant_id>: //e.g.

Action Deeplink Scheme Description Use Case

Open super_resto_app:// - Open the app.

Cart super_resto_app://?s=b Show the last (most recent) cart. Different abandoned cart campaigns.

Category super_resto_app://?s=c&ci=<category_name>Show the category specified in <category_name> for the current address.

Cuisine specific & personalised (based on preference) campaigns.

Login super_resto_app://?s=lShow the login screen / view inside of the app.

Campaigns to increase login rate.

Restaurant View super_resto_app://?s=r&ri=<restaurant_id>Show the restaurant specified in <restaurant_id>.

Restaurant specific & personalised (based on preference) campaigns.

Voucher super_resto_app://?s=v&vi=<voucher>Store the passed voucher in the user's profile if they are logged-in already. If not, redirect to log-in view in the app.

Transmit vouchers inside of the app to incentivise orders.

Example Deeplink Schemes


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Integrating in-app eventsTrack all relevant in-app events from app open to the key event

e.g.● Install● Open● Registration● Restaurant listing + Metadata● Restaurant view + Metadata● Add to basket + Metadata● Proceed to Checkout + Metadata● Order + Metadata


PRO

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Good Execution

e.g.● Install● Add to basket● Order

Poor Execution


Default: ClicksInstallsConversion RateSessionsRe-attribution

Any Custom Events: SignupsIn-App PurchasesSubscriptionsAchievementsRevenue+ other

EVENTTRACKING

easyset up

New event Create






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URLhttps://app.adjust.com/f0ob4r?jamp_click_id={hash}

Deep Linkhttps: //app.adjust.com/f0ob4r?deep_link=myapp%2….

Managing URL trackers







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Re-attribution Window

- Session N+1- Inactive user window- Attribution window







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Data sharingShare more to multiply effectiveness of re-engagement

All in-app

All attribution

Metadata

events

channels

reap less

reap more


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STATIC DYNAMIC PREDICTIVE


What is it for?SEGMENTATION

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

Charles Darwin, 1809

STATIC DYNAMIC

SEGMENTATION

Auto-updating

2014

2015

PREDICTIVE

Non-overlappingAccuracy

Machine Learning

Smart CPC

Rudimentary

2016

Functional

Better Personalisation

Blacklists

Optimisations

Efficiency

Big Data

EVOLUTION

Reduced CPA

Predictive Modeling

BehaviourContext

Anti-Fraud


Identify patterns based on existing conversions

+ Calculate probability of conversion of each user

= Smarter CPC Bidding

MINIMUM REQUIREMENTS:4 funnel events40k MAU per geo per OS15 days of data sent

✓✓✓


PREDICTIVESEGMENTS

Different value users no longer bundled under “one size fits all” pricing

Very likely to convert if re-engaged

Likely to convert if re-engaged

Somewhat likely to convert if re-engaged

Least likely to convert if re-engaged

PREDICTIVESEGMENTS

Groups non-converted users according to likelihood of conversion if re-engaged

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e.g. users who viewed a product in the last X days

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X = 3 X = 7 X = 14

Viewed product BUT DID NOT add to cart

SEGMENTS MESSAGING BIDDINGTARGETING WINDOW

Installed app BUT DID NOT view a product Last 10 days Discover app

proposition. $0.17 - 0.25

Last 40 days Dynamic Product Ads.Brand USP. $0.20 - 0.30

Added to cart BUT DID NOT purchase Last 30 days You left item in cart. $0.25 - 0.50

Purchased BUT DID NOT re-purchase

Last 30 days Find out new deals. $0.25 - 0.50

STANDARDSEGMENTS


Only 2 funnel events40k MAU per geo per OS21 days of data sent

✓✓✓ $

MINIMUM REQUIREMENTS:

Manual process

Still highly effective

Simple to begin






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Rest this bitUse this bit


geeky/analyticalold school marketing

DESIGNINGCREATIVES


Creatives: 320x50, 300x250, 320x480, 480x320, 728x90, 768x1024, 1024x768, Natives

Sizing

* inc. as detailed handout

TailoredFirst time users Previous purchasers

DYNAMICPRODUCT ADS

Show specific products according to each user's previous browsing activity

3XCVR

SPECIAL REQUIREMENTS:DeeplinkingProduct Feed (CSV or XML)Metadata

✓✓✓


FoodpandaFoodpanda is a global food delivery marketplace that connects hungry consumers with local restaurants through their online website and mobile app.

Foodpanda wanted to drive more orders from their user base. They looked for new strategies to turn users into active customers and make sure those customers returned for more orders.

THE CHALLENGE

The team selected Jampp to launch Dynamic Product Ads. The technology allowed Foodpanda to show specific cuisine and restaurant recommendations based on the user’s in-app browsing behaviour.

THE SOLUTION

Non-DPA

DPA

Click-Through Rate

boost in CTR6.2x

Non-DPA

DPA

Conversion Rate

increase in conversions375%

7 Day User Activity

lift in user activity470%

Non-DPADPA

“Being able to retarget our users with customized ads based on their behaviour has allowed our app to scale significantly. Not only are we receiving better click-through rates and engagement, but conversions from Dynamic Product Ads performs consistently well and sets Jampp apart from the rest of the retargeting solutions we’ve worked with in the past”

Julian Stoss, VP Marketing Asia

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PRIORITIES& timelines


set KPIs7

CHECKLISTOne final step...

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SETTING & MEASURING KPIs

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Split your budgets

Split your KPIs too!

How are you measuring events?

$

CPI/CPA CPFO CPO

By Event Date? Or Cohorted?

adjust & Jampp live dashboards offer cohorted reporting


Start from any stage of readiness

Basic deeplinking to homescreen only

Creatives: 320x50, 300x250, 320x480, 480x320, 728x90, 768x1024, 1024x768, Natives

Full deeplinking to product pages Product Feed

Sending all app data including organics

Full Funnel

Metadata

1stageentry level

2stagemedium

3stageDPA


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