Decided to try app engagement? Want to know where to start and how to prioritise set up? We will guide you through the best practises so you can plan and execute the most effective strategy possible. In this presentation with our partner Jampp you will learn best practises & common pitfalls when preparing to do engagement. You will learn: - Deep links - How they work and why you should use - Which events to track for segmentation and a more robust bidding strategy - Re-attribution windows and how to measure success by vertical Find more information on deep linking here: https://www.adjust.com/resources/adjust-deep-linking-guide/ For more information on adjust, please go here: https://www.adjust.com/ For more information on Jampp, please go here: http://jampp.com/

1. A Practical Guide on How To Get Started
MOBILE RE-ENGAGEMENT
Stephanie Pilon
Head of Product Marketing
Joff Hamilton-Dick
Head of Europe
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

2. Stephanie Pilon
Marketing Manager
14,000+
Integrated
SDKs
#1
100+ Billion 800+
100+
employees
2 Petabytes
Monthly
Traffic
iOS
Attribution SDK*
Integrated
Partners
Data Points
Tracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24

3. Joff Hamilton-Dick
Head of Europe
All-in-one App Marketing Platform
250+
pre-tested traffic sources
23RTB exchanges
77employees
31% in tech
6
75
offices
San Fran, London, Buenos
Aires, Berlin, Sao Paulo &
Cape Town
& a comprehensive blacklist
2services
engagement & 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

4. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
HOW IT WORKS: QUICK RECAP
& the different roles of adjust and Jampp

5. Desktop vs Mobile
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
BACKGROUND

6. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
AD
AD
via 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
23RTB
exchanges

7. So how do you even begin re-engaging your audience?
THE CHALLENGE
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

8. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

9. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

10. Deeplinking
Seamless user journey back to app
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
BACKGROUND
with
without
User rerouted via app store
Open Rate 0.6X%
Open Rate X%

11. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
3 kinds of deeplinks
Default Conditional Contextual
Not just one

12. Building Your Deeplink
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
PRODUCTTEAM
DEEPLINK URI
appname product001: //
DEEPLINK INTENT/PATH
super_resto_app ?s=r&ri=<restaurant_id>: //e.g.

13. 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=l
Show 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
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
PRODUCTTEAM

14. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

15. Integrating in-app events
Track 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
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
PRODUCTTEAM
Good Execution
e.g.
● Install
● Add to basket
● Order
Poor Execution

16. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
Default:
Clicks
Installs
Conversion Rate
Sessions
Re-attribution
Any Custom Events:
Signups
In-App Purchases
Subscriptions
Achievements
Revenue
+ other
EVENT
TRACKING
easy
set up
New event Create

17. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

18. URL
https://app.adjust.com/f0ob4r?jamp_click_id={hash}
Deep Link
https: //app.adjust.com/f0ob4r?deep_link=myapp%2….
Managing URL trackers
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

19. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

20. Re-attribution Window
- Session N+1
- Inactive user window
- Attribution window
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

21. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

22. Data sharing
Share more to multiply effectiveness of re-engagement
All in-app
All attribution
Metadata
events
channels
reap less
reap more
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
BACKGROUND

23. STATIC DYNAMIC PREDICTIVE
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
What is it for?
SEGMENTATION

24. “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
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

25. Identify patterns based
on existing conversions
+ Calculate probability of
conversion of each user
= Smarter CPC Bidding
MINIMUM REQUIREMENTS:
4 funnel events
40k MAU per geo per OS
15 days of data sent
✓
✓
✓
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
PREDICTIVE
SEGMENTS

26. 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
PREDICTIVE
SEGMENTS
Groups non-converted users according to
likelihood of conversion if re-engaged
PREDICTIVE
AUDIENCE
e.g. users who viewed a product
in the last X days
STANDARD
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
X = 3 X = 7 X = 14

27. 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
STANDARD
SEGMENTS
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
Only 2 funnel events
40k MAU per geo per OS
21 days of data sent
✓
✓
✓ $
MINIMUM REQUIREMENTS:
Manual process
Still highly effective
Simple to begin

28. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
CHECKLIST
What you’ll need to do
MAINMENU

29. Rest this bit
Use this bit
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
geeky/analytical
old school marketing

30. DESIGNING
CREATIVES
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
Creatives: 320x50, 300x250,
320x480, 480x320, 728x90,
768x1024, 1024x768, Natives
Sizing
* inc. as detailed handout
Tailored
First time users Previous purchasers

31. DYNAMIC
PRODUCT ADS
Show specific products according to each
user's previous browsing activity
3X
CVR
SPECIAL REQUIREMENTS:
Deeplinking
Product Feed (CSV or XML)
Metadata
✓
✓
✓
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

32. Foodpanda
Foodpanda 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 CTR
6.2x
Non-DPA
DPA
Conversion Rate
increase in conversions
375%
7 Day User Activity
lift in user activity
470%
Non-DPA
DPA
“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
CASESTUDY
Step-by-step instructions, best practises & common pitfalls when preparing to do engagement

33. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set up
tracking URLs
integrate
in-app events2enable deeplinking1 3
build creativesshare data5set re-attribution
window4 6
PRIORITIES
& timelines

34. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
set KPIs7
CHECKLIST
One final step...
BONUSTRACK

35. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
SETTING & MEASURING KPIs
BONUSTRACK
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

36. Step-by-step instructions, best practises & common pitfalls when preparing to do engagement
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
1stage
entry level
2stage
medium
3stage
DPA

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