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App Lifecycle Engagement
JoshTodd, CMO
Agenda
•  Mobile Trends
•  App Lifecycle
•  Predictive App Marketing
OUR APP-ETITE
IS GROWING.
22 MIN.
60.3 MIN.AMOUNT OF TIME PER DAY
THE AVERAGE US MOBILE
CONSUMER SPENDS WITH
APPS.
00:22
The amount of time
the aver...
48,000APPS ARE DOWNLOADED FROM
THE APPSTORE EVERY 60
SECONDS.
Mashable, 2014
Nielsen, 2014
41APPS ARE
INSTALLED ON THE
AVERAGE
US SMARTPHONE.
25%
THE PERCENTAGE
OF USERS WHO
ONLY OPEN AN
APP ONCE.
Localytics,
2015
19%
23%
29%
42%
48%
68%
71%
Forced social logins
Privacy concerns
Intrusive ads
Bad UI/UX
Freezing
Complex registration
An...
Agenda
•  Mobile Trends
•  App Lifecycle
•  Predictive App Marketing
The App Lifecycle
Acquire Engage &
Grow
Retain
Acquire	
  
App Store Optimization
Gain
visibility in
app store
searches
Optimize
your app
store listing
Organic Channels – Website Redirect
Redirect mobile
website traffic to
your app
Organic Channels – Email
Encourage email
subscribers to
download your app
53%
of emails are opened on a
mobile device.
Sou...
Organic Channels – Social Media
Promote your app on
social platforms
Paid Channels – Mobile Ads
Source: Litmus, 2015
Work with a mobile
advertising company to
place targeted ads in
other apps
NOT EVERYONE
WHO DOWNLOADS YOUR
APP
WILL BECOME
A USER.
Source: Localytics, 2015
Of users only use an
app ONCE.
25%
Source: Localytics, 2014
60%The likelihood that an app user who doesn’t return within 7 days
will NEVER COME BACK.
Paid Channels – Attribution
Use an app analytics platform that partners with major
ad networks to track user acquisition c...
The App Lifecycle
Acquire Engage &
Grow
Retain
Engage	
  &	
  Grow	
  
Maximize user value through engagement
•  Segmentation
•  Channels to the customer
•  Push
•  In-App
•  Remarketing
•  Ema...
(your entire userbase)
Sports Apparel App
Segment your audience
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
15% of users converted 54% of users con...
Imagine an app with 100,000 users
Segment your audience
Broadcast: Targeted:
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
15% of 3,000 ...
Maximize user value through engagement
•  Segmentation
•  Channels to the customer
•  Push
•  In-App
•  Remarketing
•  Ema...
Bring them back and keep them engaged with Push
Motivate inactive users to
return to your app with
targeted, carefully tim...
Increase Push audience, increase success
52% of app users have push
enabled on their phones
Industry Averages
Increase Push audience, increase success
52% of app users have push
enabled on their phones
48% of app users don’t have
pu...
Bad Example
- Ask them to opt in
immediately after launching
the app for the first time
Increase Push audience, increase s...
- Welcome your users with a
sequence of introductory,
how-to screens to show
value
1 2 32 3
Increase Push audience, increa...
Good example
- Welcome your users with a
sequence of introductory,
how-to screens to show
value
- THEN, ask them to opt in...
In-App Messages – Drive Conversions
Move users further along
funnels to ultimate in-app
action with beautiful, branded,
in...
Remarketing – Reaching Existing Users
Source: Litmus, 2015
Show current users ads based
on how they’ve previously
engaged ...
Email – Cross Channel Marketing
Treat users with richer, longer
form content
Source: Copyblogger, 2014
The App Lifecycle
Acquire Engage &
Grow
Retain
Retain	
  
5yearsago…
theworldwasawashinBigData
Data Scientists to the Rescue
Still not fulfilling the promise of big data
But still… 50% of all
Data Science
Projects Fail
Apps Create a New Opportunity
Apps generating massive
amounts of data AND
have marketing channels
embedded
Advances in com...
Pillars of Predictive App Marketing
Predic5ve	
  Segmenta5on	
  
•  The	
  dynamic	
  grouping	
  of	
  users	
  into	
  s...
Keys to Successful Predictive App Marketing
Define	
  the	
  specifics	
  of	
  the	
  objec8ve	
  -­‐	
  Churn	
  
Take	
  ...
Define	
  objec8ve	
  –	
  Churn	
  =	
  users	
  who	
  have	
  visited	
  the	
  
app	
  at	
  least	
  twice,	
  but	
  ...
*Measured	
  as	
  %	
  ac8ve	
  users	
  with	
  no	
  ac8vity	
  in	
  past	
  30	
  days.	
  
Auto-­‐segmented	
  new	
...
Control Group Experimental Group
Users! 190,930! 189,900!
Returned! 115,243! 120,112!
Churn %*! 39.3%! 36.8%!
Improvement ...
*Measured	
  as	
  %	
  ac8ve	
  users	
  with	
  no	
  ac8vity	
  in	
  past	
  30	
  days.	
  
Predictive Churn Example ...
Control Group Experimental Group
Users! 3,383,031! 381,723!
Returned! 565,930! 102,500!
Churn %*! 83.3%! 73.1%!
Improvemen...
52
Predictive App Marketing Across the Lifecycle
Acquire Engage &
Grow
Retain
53
How we got here and where we are going
2012	
   2013	
   2014	
   2015	
   2016	
   2017	
  
Personalized	
  Content	
 ...
Thank you
Day of the week
Day of the week
Time of day
Time of day
Length of your message
Length of your message
Reactive
Proactive
User
Engagement
Historical	
  
Data	
  
Machine	
  
Learning	
  
Predic5ons	
  
FinallyShiftingusToward...
62
AppsaretheSelfContainedUnit
63
Understand your
app user’s intent
before he or she acts.
64
Adjust your app
marketing
accordingly to reduce
churn risk and improve
conversions.
“In 2008, everyone thought apps were a fad.
They couldn’t have been more wrong. Apps
have become the dominant way we inter...
(your entire userbase) Sports Apparel
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Segment your audience

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