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Engagement Strategies for Holiday
Insights from Adjust and CleverTap, November 2017
• Kara Dake
• VP Growth & Partnerships at
• CleverTap
• Almitra Karnick
• Head of Marketing at
• CleverTap
Introductions
•...
Today’s Agenda
Top of the Funnel
Engagement Strategies
With Adjust.
Post-Install Engagement
Strategies
With CleverTap.
Tyi...
Mobile Outlook for Holiday
used mobile devices for
holiday shopping in 201676%of Americans
Mobile apps specifically have a...
About Adjust
Attribution Analytics App Store Insights
About Adjust
Everything in one place
Behavioral Analytics User Engagement
With CleverTap, you can manage
A complete solution for understanding what your users do in your App, then engaging with them on any
marketing channel to ...
Trusted by Big Brands
4000
CUSTOMERS
1 billion
DEVICES REACHED
55 billion
EVENTS PROCESSED PER MONTH
10 billion
MESSAGES S...
Rich User Profiles
• Track every user, logged-in or not

Events Tracking and Trends
• Track user activity in real-time

Fu...
Engage and Measure the effectiveness of your campaigns
Personalize messages based on who they are, or what they’ve done
Pu...
Top of the Funnel Engagement
Strategies for Holiday
Mobile attribution gives you insights into your
best performing channels
- Track every channel
- Know the source of every ...
- Very common during holiday season
- Click-spamming → trying to highjack organic users
- Granularity of Adjust data
- Opt...
- Build the audiences you need and begin
targeting them immediately and effectively
- Segment users based on events, users...
Compare last year’s traffic
Analyze organic vs paid
Look at the performance of the channels
you’ve used in the past and lo...
Post-Install Engagement &
Retention Strategies for
Holiday
Strategies to increase engagement and conversions
for holiday
Use rich user profiles to find out more about the user
ANALYZE
ANALYZE
Use funnels and pivots to track user flows and drop offs for your campaign
SEGMENT
Use live-user segments to
segment the users based on
past behavior or time the item is
left in the cart (golden wi...
SEGMENT
Adapt your mobile push
notifications to include
location-specific information.
ENGAGE
Develop engagement campaigns by channel to meet your holiday customers where they are at
MEASURE
Evaluate how marketing and product efforts are driving growth and KPI’s
Push Notification
45% of users opt in to receive push notifications.
• Send reminders to new users
• Target user drop offs...
SMS
Text message have 99% open rate
SMS marketing has the highest click through rate (CTR) of
hyperlinks (6.16%),
Craft a ...
Use for “Drip Marketing” Welcome Campaigns,
Achievements and badges, and cross-promotion cards.
In-app messaging shows up ...
Email Marketing
Average open rate for all industries was 21.73% and the average click-through
rate was 3.57%.
Boost loyalt...
Tying it all Together with Re-Targeting
& Re-Marketing
→ Figure out the channels which are bringing your quality
users
→ Answer the following questions:
• How much did a user sp...
- Allows marketers to bring users to specific
content within the app
- Better user experience + Improves your
conversion r...
Questions?
The Mobile Measurement Company 33
adjust.com /request-a-demo
Find out why more mobile marketers choose Adjust
Measure the ...
Product needs analytics. Marketing needs engagement.
Growing Businesses need Both.
Interested in learning how to manage 

...
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Engagement Strategies for the Holidays

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76% of Americans used mobile devices to make purchases in 2016. Stay ahead of the curve with cutting-edge marketing strategies from leading mobile marketers of 2017. With this webinar, dive deep into how to develop successful holiday engagement campaigns with Adjust and CleverTap.

Find out more about CleverTap by clicking here: www.clevertap.com

Published in: Marketing
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Engagement Strategies for the Holidays

  1. 1. Engagement Strategies for Holiday Insights from Adjust and CleverTap, November 2017
  2. 2. • Kara Dake • VP Growth & Partnerships at • CleverTap • Almitra Karnick • Head of Marketing at • CleverTap Introductions • Justin Feinman • Team Lead • Technical Account Management
  3. 3. Today’s Agenda Top of the Funnel Engagement Strategies With Adjust. Post-Install Engagement Strategies With CleverTap. Tying it all Together with Re-Targeting & Re- Marketing
  4. 4. Mobile Outlook for Holiday used mobile devices for holiday shopping in 201676%of Americans Mobile apps specifically have an 81% abandonment rate, with more than $4 trillion in merchandise is left in shopping carts every year.
  5. 5. About Adjust Attribution Analytics App Store Insights
  6. 6. About Adjust
  7. 7. Everything in one place Behavioral Analytics User Engagement With CleverTap, you can manage
  8. 8. A complete solution for understanding what your users do in your App, then engaging with them on any marketing channel to move the metrics that matter to your business Track Segment Engage Measure What is CleverTap
  9. 9. Trusted by Big Brands 4000 CUSTOMERS 1 billion DEVICES REACHED 55 billion EVENTS PROCESSED PER MONTH 10 billion MESSAGES SENT PER MONTH
  10. 10. Rich User Profiles • Track every user, logged-in or not
 Events Tracking and Trends • Track user activity in real-time
 Funnels & Cohorts • Find out user drop-offs • View retention cohorts Pivots • Compare data across multiple properties Flows • View exactly how your users flow through your app Attribution • Optimize your campaign spends across channels
 Uninstall Tracking • Track and analyze app uninstalls Omni Channel Marketing • Engage with push notifications, sms, emails, remarketing 
 campaigns, trigger workflows and much more Understand and segment your users better
  11. 11. Engage and Measure the effectiveness of your campaigns Personalize messages based on who they are, or what they’ve done Push Notifications In-App Notifications Email Messages Web Notifications Browser Push notifications Facebook Remarketing
  12. 12. Top of the Funnel Engagement Strategies for Holiday
  13. 13. Mobile attribution gives you insights into your best performing channels - Track every channel - Know the source of every user Holiday specific behavioral uses cases: - Large increase in spend for e-commerce customers specifically around holidays - Large increase in device activation during Christmas for gaming companies Holiday Engagement Strategy Use Cases
  14. 14. - Very common during holiday season - Click-spamming → trying to highjack organic users - Granularity of Adjust data - Optimization Best practices to reduce the Fraud potential:
 → Check channels which are too good to be true → Monitor traffic patterns → Get granular → Diversify your portfolio Mobile Ad Fraud
  15. 15. - Build the audiences you need and begin targeting them immediately and effectively - Segment users based on events, users, country, device, os etc.
 - Build exclusion list to avoid paying for existing users
 - Target and acquire new users without targeting existing ones - Ability to pass the list directly to your network Audience Builder
  16. 16. Compare last year’s traffic Analyze organic vs paid Look at the performance of the channels you’ve used in the past and look for trends Analyze the LTV of your users Work with your ad networks to ensure quality traffic (e.g. sub publishers) Best Practices for Holiday Engagement Strategy :
  17. 17. Post-Install Engagement & Retention Strategies for Holiday
  18. 18. Strategies to increase engagement and conversions for holiday
  19. 19. Use rich user profiles to find out more about the user ANALYZE
  20. 20. ANALYZE Use funnels and pivots to track user flows and drop offs for your campaign
  21. 21. SEGMENT Use live-user segments to segment the users based on past behavior or time the item is left in the cart (golden window of opportunity)
  22. 22. SEGMENT Adapt your mobile push notifications to include location-specific information.
  23. 23. ENGAGE Develop engagement campaigns by channel to meet your holiday customers where they are at
  24. 24. MEASURE Evaluate how marketing and product efforts are driving growth and KPI’s
  25. 25. Push Notification 45% of users opt in to receive push notifications. • Send reminders to new users • Target user drop offs • Send booking reminder messages • Re-engage lapsed users • Make these messages timely, personalized and contextual
  26. 26. SMS Text message have 99% open rate SMS marketing has the highest click through rate (CTR) of hyperlinks (6.16%), Craft a strong value proposition and clear call-to- action Prominently position the SMS opt in message across your digital platform – website, email, social media channels, and mobile websites 1 2
  27. 27. Use for “Drip Marketing” Welcome Campaigns, Achievements and badges, and cross-promotion cards. In-app messaging shows up for a limited amount of time (15 seconds), so you need to keep it short and sweet. In-app Use the messaging to make your app feel dynamic and highlight new features and offerings
  28. 28. Email Marketing Average open rate for all industries was 21.73% and the average click-through rate was 3.57%. Boost loyalty Win people back Turn website visitors into customers Recover abandoned carts Personalize product recommendations
  29. 29. Tying it all Together with Re-Targeting & Re-Marketing
  30. 30. → Figure out the channels which are bringing your quality users → Answer the following questions: • How much did a user spend when they came back into the app? • Did the user just buy one particular product or did they buy multiple products? • What was the overall cart or basket value? → Use your event tracking for retargeting E.g. Level 2 completion after level 1 drop-off (Gaming) → Diversification of channels → Granularity of the data to spec out fraudulent data Retargeting & Re-Engagement
  31. 31. - Allows marketers to bring users to specific content within the app - Better user experience + Improves your conversion rates - Adjust supports deferred deeplinking User opens another app and is targeted by a personalized ad User clicks and is deep linked back to the app to complete a purchase Deferred deep links Direct users to content even if the app isn’t installed at the time of click. The link will first redirect to the Apple or Google Play Store to download the app, and then take the user to the specific “deferred” content immediately after first launch. Deep links
  32. 32. Questions?
  33. 33. The Mobile Measurement Company 33 adjust.com /request-a-demo Find out why more mobile marketers choose Adjust Measure the performance of every campaign Make smarter marketing decisions with the full picture Boost your retention rate
  34. 34. Product needs analytics. Marketing needs engagement. Growing Businesses need Both. Interested in learning how to manage 
 your growth marketing funnel? Schedule a Demo or contact sales@clevertap.com

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