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Lifecycle EngagementYvonne Chen, LocalyticsSenior Director of Product Marketing and Strategy
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Agenda
The OpportunityPersonalizing the App LifecyclePredictive App Marketing
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OUR APP-ETITE IS GROWING
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Nielsen & Comscore, 2014
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Nielsen, 2014
41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.
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25%THE PERCENTAGE OF USERS WHO ONLY OPEN AN
APP ONCE.
Localytics, 2015
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Forced social logins
Privacy concerns
Intrusive ads
Bad UI/UX
Freezing
Complex registration
Annoying notifi-cations
19%
23%
29%
42%
48%
68%
71%
TOP 7 REASONS WHY PEOPLE UNINSTALL MOBILE APPS*
*AS A % OF ALL RESPONDENTS.
EACH PARTICIPANT MENTIONED
THREE REASONS.
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Agenda
The Mobile LandscapePersonalizing the App Lifecycle
Predictive App Marketing
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The App Lifecycle
Analyze usage• Powerful app analytics:
funnels, retention, and segments
• Profiles and demographics
Grow and Retain• Automate marketing
efforts• Measure ROI• Pre-emptively engage at-
risk users
Engage users• Push, in-app, and
email messaging• Personalization• Dynamic campaign
optimization
Acquire users• Connect spend to LTV• Integrated with all major
ad networks including Facebook, Twitter, and Google
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Acquire
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App Store Optimization
Gain visibility in app store searches
Optimize your app
store listing
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Organic Channels – Website Redirect
Redirect mobile website traffic to
your app
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Organic Channels – Email
Encourage email subscribers to download your app
53%of emails are opened on a
mobile device.Source: Litmus, 2015
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Organic Channels – Social Media
Promote your app on social platforms
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Paid Channels – Mobile Ads
Source: Litmus, 2015
Work with a mobile advertising company to place targeted ads in
other apps
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NOT EVERYONE
WHO DOWNLOADS YOUR APP WILL
BECOME A USER.
18Source: Localytics, 2015
Of users only use an app ONCE.
25%
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Paid Channels – Attribution
Use an app analytics platform that partners
with major ad networks and ad tracking
partners to measure acquisition campaigns
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Engage & Grow
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Maximize user valuethrough engagement• Segmentation• Channels to the customer
• Push• In-App• Remarketing• Email
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Sports Apparel App
(your entire userbase)
Segment your audience
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3% of broadcast pushmessages are clicked
7% of targeted pushmessages are clicked
15% of users converted 54% of users converted
BROADCAST TARGETED
Segment your audience
vs
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Imagine an app with 100,000 users
Segment your audience
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3% of 100,000 users =3,000 opened messages
7% of 100,000 users = 7,000 opened messages
15% of 3,000 opened messages =450 converted users
54% of 7,000 opened messages =3,780 converted users
Segment your audience
BROADCAST TARGETEDvs
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Maximize user valuethrough engagement• Segmentation• Channels to the customer
• Push• In-App• Remarketing• Email
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Users with push enabled have 88% more app launches
Motivate inactive users to return to your app
with targeted, carefully timed, and relevant copy
Source: Localytics, 2014
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Increase your push audience, increase your success
52% of app users have push enabled on
their phones
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48% of app users DON’T have push enabled
on their phones
Increase your push audience, increase your success
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DON’T ask users to opt in immediately after launching the app for the first time
Be timely with your push strategy
(first launch)
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1 2 3
Welcome users with a sequence of introductory
screens
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THEN, ask them to opt in with a unique, well-designed in-app message
Welcome users with a sequence of introductory
screens
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In-app messages drive conversion
Move users further along funnels to convert with
beautiful, branded, in-app creatives
4X HIGHERIn-app messages
presented based on an event have
conversion rates.
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Reaching existing users with remarketing
Source: Litmus, 2015
Show current users ads based on how they’ve previously engaged with your brand
Great for reaching the
who opt out of push notifications48% OF USERS
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Email – Cross Channel Marketing
Give user richer, longer form content
Source: Copyblogger, 2014
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Agenda
The Mobile LandscapeThe App LifecyclePredictive App Marketing
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Retain
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5 years ago…
the world was awash in Big Data
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Data Scientists to the Rescue
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Still not fulfilling thepromise of big data
50% of all data scienceprojects fail
I got this.
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Apps Create a New Opportunity
Apps generating massive amounts of
data AND have marketing channels
embedded
Advances in computing have made machine learning more
accessible
Users demand better experiences
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Keys to Successful Predictive App Marketing
1 Define the specifics of the objective
Take action via the app (via push, in-app msg, etc.)3Establish Baseline and identify user patterns of user behavior and correlated characteristics2
1 Define objective – Churn = users who have visited the app at least twice, but not in the last 30 days
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Predictive Churn Example for a Sports App
*Measured as % active users with no activity in past 30 days.
3 Auto-segmented new users into the at risk buckets and sent personalized push messages to drive users back into the app
Predictive Churn Example for a Sports App
Control Group Experimental Group
Users 190,930 189,900
Returned 115,243 120,112
Churn %* 39.3% 36.8%
Improvement — 6.6%
Users Rescued — 4,928
*Measured as % active users with no activity in past 30 days.
Predictive Churn Example for a Sports App
*Measured as % active users with no activity in past 30 days.
Predictive Churn Example for a Sports App
Control Group Experimental Group
Users 3,383,031 381,723
Returned 565,930 102,500
Churn %* 83.3% 73.1%
Improvement — 14%
Users Rescued — 38,644
*Measured as % active users with no activity in past 30 days.
Predictive Churn Example for a Lifestyle App
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Predictive App Marketing Across the Lifecycle
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Summary
Apps are the future- appification of the webThink of your app strategy in terms of a lifecycleApps bring data and action together in a way that enables predictive marketing capabilities
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Thank You
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Questions?
