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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?