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Driving App Growth: How to Leverage First-Party Data to Drive a 360 Degree App Marketing Strategy Across the Lifecycle


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This webinar between Localytics and AppLift looks at how you can drive valuable insights from your mobile first-party data and then apply that knowledge to creating a winning mobile app marketing and advertising strategy.

- Tom McMahon (Localytics)
- Alexandre Pham (AppLift)

Published in: Mobile, Marketing
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Driving App Growth: How to Leverage First-Party Data to Drive a 360 Degree App Marketing Strategy Across the Lifecycle

  1. 1. How to Leverage First-Party Data to Drive a 360 Degree App Marketing Strategy Driving App Growth
  2. 2. MEET YOUR HOSTS Tom McMahon Product Marketing Manager @macmathunat Alexandre Pham Head of Platform Solutions @alexandrepham #360appstrategy
  3. 3. #360appstrategy Introduction: Localytics #360appstrategy • Localytics is a lifecycle engagement platform • For web and mobile apps • Automate and optimize at every stage to deliver personalized experiences
  4. 4. AppLift is a data-driven technology company that empowers mobile app advertisers to acquire and re-engage users at scale
  5. 5. #360appstrategy Introduction: AppLift #360appstrategy • 7 Global Offices • Global reach for app advertisers in every vertical • Mobile programmatic DSP technology with data onboarding functionalities
  6. 6. AGENDA #360appstrategy 1. Data Collection & Segmentation 2. Leveraging Data for Mobile Marketing 3. Questions & Closing
  7. 7. Data Collection & Segmentation #360appstrategy
  8. 8. 1st What do we mean by party data? #360appstrategy
  9. 9. #360appstrategy • It’s YOUR data • YOUR Users & Audiences • Habits & Behavior • Demonstrated Interests It’s Free!
  10. 10. First-Party Data: Where does it come from? • Web • Social • Mobile • CRM • In-store POS #360appstrategy
  11. 11. Pageviews vs. Sessions • Visitors • Visits • Pageviews • Events • Users • Sessions • Events #360appstrategy
  12. 12. Let the data tell the story #360appstrategy
  13. 13. Is Your App Offering Value? Going beyond the download level #360appstrategy New User New User New User
  14. 14. #360appstrategy How a User Interacts with the App
  15. 15. Critical: APP LAUNCH 20% of apps opened once
  16. 16. Critical: SESSION LENGTH Measures true app engagement
  17. 17. More Frequent App Launches Drive a Greater Time in App #360appstrategy
  18. 18. What about event tagging? #360appstrategy
  19. 19. Events in your app you wish to see users carry out Verbs #360appstrategy
  20. 20. The attribute level (below the event level) Nouns #360appstrategy
  21. 21. • Article Read • Article Commented On • Article Rated • Article Shared News App #360appstrategy
  22. 22. • Was an article shared on Facebook or Twitter? • Was the rating positive or negative? News App #360appstrategy
  23. 23. Driving Insight #360appstrategy
  24. 24. #360appstrategy
  25. 25. Custom Dimensions #360appstrategy • Free Users • Premium Users • Weekly/Monthly Cohort
  26. 26. User Funnels Sign-Up Premium Registration Shared Media #360appstrategy
  27. 27. Relevant User Funnels
  28. 28. • What’s preventing the next step? • Uncover how you can tweak your app? • Which funnels are most successful? Relevant User Funnels
  29. 29. Which groups are using my app and how? #360appstrategy • The Video Streamers • Set-Top-Box-Users • The Commuter • The Loyal Consumer
  30. 30. What that segment could look like? #360appstrategy • 2 Conversions (2 Shows in a row) • Favorite Show Name • Favorite Show Category • Average Session Length • Subscription Type
  31. 31. Leveraging First- Party Data for Mobile Marketing #360appstrategy
  32. 32. Continuing to Engage Users New UsersMarketing outside the app Existing UsersMarketing through the app
  33. 33. Marketing Outside the App Remarketing Paid Advertising
  34. 34. What’s the difference: Push v. In-A Messages
  35. 35. • Delivering messages to your users home screen • Pushing messages to users aren’t currently using your app PUSH MESSAGING What’s the difference: Push v. In-App Messages
  36. 36. #360appstrategy • Notifications that are displayed when the user is active in the app • Highly contextual and triggered based on other in- app events IN-APP MESSAGING What’s the difference: Push v. In-App Messages
  37. 37. Behavioral Data vs. Profile Data #360appstrategy
  38. 38. The perfect union for personalization #360appstrategy
  39. 39. The perfect union for personalization #360appstrategy
  40. 40. Cultivate deeper relationships #360appstrategy The Case for Complete Profiles • More costly to acquire a new user • Complete profiles see how your app fits into the user’s life • Apps that stick know their users and solve their problems
  41. 41. Surprise & DELIGHT Your Users #360appstrategy
  42. 42. Now With 100,000 Users #360appstrategy
  43. 43. Lather, Rinse & Repeat What is the impact of my campaign? • How has my recent in-app campaign affected conversion numbers? • Have my retention numbers been improved with my latest campaign? • How are my marketing programs contributing to revenue?
  44. 44. Leveraging Data for Mobile Advertising #360appstrategy
  45. 45. #360appstrategy
  46. 46. The Rise of Programmatic Advertising #360appstrategy
  47. 47. Fact nº1: CPIs are increasing… +76% YoY #360appstrategy
  48. 48. Fact nº2: Users are hard to retain… 60% #360appstrategy
  49. 49. 0.23% #360appstrategy Fact nº3: Only few of them monetize .
  50. 50. What makes data so powerful in RTB? #360appstrategy
  51. 51. NEGATIVE TARGETING #360appstrategy
  52. 52. RE-ENGAGEMENT & CROSS-APP TARGETING #360appstrategy
  53. 53. LOOKALIKE TARGETING #360appstrategy
  54. 54. What programmatic platforms should provide for a 360° app strategy… #360appstrategy
  55. 55. #360appstrategy
  56. 56. #360appstrategy Q + A