'App engagement' - Keeping users coming back for more - Patrick Mareuil - #APS2013

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A graduate of HEC International Business School, Patrick co-founded Directinet (France’s leading email marketing company) in 2000 and headed Product Innovation & Studies. He assisted several key accounts with their segmentation, eCRM and data enrichment strategy and was the inventor of Email Appending and of the Dynamic Prospecting Database, two disruptive solutions in the sector.

In 2010, Patrick co-founded Ad4Screen, the French leader in performance-based mobile marketing, now based in the UK. 200 clients have already chosen Ad4Screen’s unique technologies. Ad4Perf is a mobile acquisition and tracking platform, helping advertisers acquire more quality app users at reduced cost. Ad4Push is a Mobile CRM tool delivering multi-OS push notifications and in-app messages.

At Ad4Screen, Patrick is responsible for designing technologies that optimize performance in mobile acquisition and retention.

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'App engagement' - Keeping users coming back for more - Patrick Mareuil - #APS2013

  1. 1. APP  ENGAGEMENT   KEEPING  USERS  COMING   BACK  FOR  MORE   Patrick Mareuil Co-Founder Chief Innovation Officer Thursday 11th July 2013
  2. 2. 2   The  award  winning    SoLoMo  marke9ng  company  founded  in  2010  by   serial  digital  entrepreneurs  &  backed  by  VCs  ($10  Million)         A   staff   of   100   (marke<ng,   campaign   management   &   technology   experts)  dedicated  to  your  business  growth  in  Europe,  with  offices  in   London  &  Paris       A   unique   &   holis9c   approach   embracing   the   mobile   channel   as   a   whole,  from  acquisi9on  to  in-­‐app  purchase       Technology-­‐Driven   A  LEADING  MOBILE  MARKETING  &  TECHNOLOGY  GROUP  
  3. 3. 3 ACQUISITION,  RETENTION  &  LOYALTY  IN  1  SDK   Acquire Optimize Retain Convert Engage Mobile Acquisition Platform Be connected easily with the whole mobile eco-system Track in-app activity to optimize according to your real KPI Identify the best traffic sources for your business Mobile-CRM Technology Retain users with targeted messages (push notifications & in-app) Convert active users into customers thanks to behavioral targeting Build a loyalty and set one-to-one marketing program 1 SDK to manage Acquisition & M-CRM!
  4. 4. 4   MOBILE-­‐CRM  TECHNOLOGY   Retain,  Convert,  Build  Loyalty  
  5. 5. 5 WARNING!   EVERYTHING  you’ve  learnt  today   might  be  USELESS  !     INDEED…     WITHOUT  A  PROPER  MOBILE  ENGAGEMENT  STRATEGY   YOUR  USER  ACQUISITION  EFFORTS  MIGHT  TURN  TO  BE  LIKE  POURING  OIL  INTO…     A  COLANDER  !  
  6. 6. 6 IT  IS  CRUCIAL  TO  RETAIN  YOUR  USERS…     ~25%  use  a  new  app  only  once  !     45%  connect  between  2  and  10  9mes  !     70%  of  Top  300  apps  do  not  ac9vate  or  send  Push  No9fica9ons   Only  3  users  out  of  10   are  loyal  to  an  app  
  7. 7. 7 HAVE  YOUR  CAKE  AND  EAT  IT!   Building  a  relevant  Mobile  RETENTION  STRATEGY   will  have  BENEFICIAL  IMPACT   on  your  mobile  app  USER  ACQUISITION  !     HIGHER  FREQUENCY  of  usage    drives  more  VIRAL  EFFECT    and  CROSS-­‐SELL     LOYALTY  CRITERIA  have  an  impact  on  GOOGLE  PLAY  RANKINGS…   and  perhaps  the  App  Store     Net  installs    rather  than  sheer  install  volumes     Frequency  of  usage  over  30  days     App  Store  algorythm  tweack  in  April  2011  
  8. 8. 8 FOCUS  ON  PUSH  NOTIFICATIONS     Message  sent  to  an  app  user  …     Through  the  Mobile  Internet  and  Apple  /  Google   servers…     No  SMS  Cost     Appears  on  the  device  even  if  the  APP  ISN’T   RUNNING…     It  triggers  the  app  opening  and  can  pass  data  to  it     Subject  to  user  PERMISSION,  which  is  managed   by  OS     CRUCIAL  FOR  APP  LOYALTY     Ideal  to  REACTIVATE  USERS     STRONG  RESPONSE  rates  
  9. 9. 9 THE PUSH NOTIFICATION EFFECT Purchaser  Rate  (%)   + 33 % + 290% App  open  frequency  index   x1,7 x2,2
  10. 10. 10 WHAT  DOES  A  PROPER  RETENTION  STRATEGY  MEAN?   Your  efforts  should  aim  for:     Higher  FREQUENCY  of  usage     Higher  ACTIVE  user  rates     ANTI-­‐CHURN  ac<ons     Higher  ARPU  through  upselling,  cross-­‐selling…     A  greater  RECOMMENDATION  rate  or  sharing  rate     Overall  a  HIGHER  CUSTOMER  SATISFACTION    
  11. 11. 11   The  right  DIALOGUE…     With  the  right  USER     At  the  right  TIME     In  the  right  CONTEXT     By  the  right  CHANNEL   WHICH  COULD  TRANSLATE  INTO…  
  12. 12. 12 THE  RIGHT  DIALOGUE  =  THE  RIGHT  FORMAT   GO  BEYOND  CLASSIC  PUSH  NOTIFICATIONS   Make  your  Push  more   NOTICEABLE  with  EMOTICONS   Use  DEEP  LINKING  to  redirect   to  the  right  content   Use  RICH  PUSH  No<fica<ons   and  Android  overlay  POP-­‐UPS  
  13. 13. 13 THE  RIGHT  DIALOGUE  =  THE  RIGHT  FORMAT     A  Message  which  is  displayed  …     Inside  the  RUNNING  APP…       MULTIPLE  DESIGN…     NO  NEED  TO  UPDATE  the  app  when  changing  the   content     NO  USER  PERMISSION  needed     Same  TARGETING  CAPACITIES  as  Push     Ideal  to  ACCOMPANY  USERS  during  their   app  naviga<on     CRUCIAL  FOR  APP  LOYALTY   BENEFIT  FROM  IN-­‐APP  MESSAGES  
  14. 14. 14 THE  RIGHT  DIALOGUE  =  THE  RIGHT  MESSAGE   We  all  do  it  for  digital  communica<ons   (emailing,  landing  page…)   Why  wouldn’t  we  do  it  for  Push  No<fica<ons   when  it’s  the  most  reac<ve  Media?   Sample A Sample B Message B Roll-out «  There  are  some  +ckets  for  PSG-­‐ BARCA  to  win!?   Nope,  they’re  long  sold-­‐out…  But   you  can  win  1  HD  TV  and  150   FIFA13  apps!  Come  quickly  to   par+cipate  with  Betclick!  »   «  To  celebrate  the  PSG-­‐BARCA   game,  1  HD  TV  and  150  FIFA13   apps  are  given  away!  Come   quickly  to  par+cipate  with   Betclick!  »   25% INCREASE in performance … All optimized in 5 MINUTES!
  15. 15. 15 Encourage  users  to  create  a   «  baby  profile  »  following   download…   …  to  offer  a  relevant   Push  program  based   on  the  baby  age…   THE  RIGHT  DIALOGUE  WITH  THE  RIGHT  USER  =  RELEVANCY   CUSTOMISATION  IS  KEY  TO  RELEVANCY!   RESPONSE  RATES  4  x  HIGHER  than  average  push  no<fica<on  rates    
  16. 16. 16 THE  RIGHT  USER  =  ANALYSE  AND  TARGET!   TARGETING  IS  MANDATORY   (don’t  forget  they  can  erase  your  app!)   …  which  means  DATA  IS  KEY   Gather  all  the  necessary  Data…     User  profile     Preferences     External  CRM  data     App  behavioral  data     Campaign  data   Analyse   And  combine!  
  17. 17. 17 EXAMPLES  OF  USER-­‐PREFERENCE  BASED  MESSAGES   Response  rates  OVER  10%  !   2  X  MORE  EFFICIENT  than  regular  sale  pushes  
  18. 18. 18 EXAMPLES  OF  BEHAVIOUR  BASED  IN-­‐APP  MESSAGES   Item  sale  IN-­‐APP  ALERT   Target  =  Low  to  Mid-­‐range   PURCHASERS   UPSELLING  in-­‐app  alert   Target  =   Users  with  no  account   AND  >  2  app  openings  
  19. 19. 19 THE  RIGHT  TIME:  TIME  REALLY  IS  MONEY!   x2   Push  no<fica<ons  are  EXTREMELY  TIME-­‐ SENSITIVE     90%  of  reac<ons  occur  in  the  15  mn  following   sending     75%  of  reac<ons  occur  in  the  5  mn  following   sending     The  World’s  MOST  REACTIVE  MEDIA     Be  sure  to  TEST  the  RIGHT  TIME  for  your   broadcats!   Split-­‐tes9ng  results  for  Push-­‐scheduling   (Ecommerce  client)  
  20. 20. 20 THE  RIGHT  TIME  =  CUSTOMER  LIFETIME  BASED  MESSAGES   Time Client Value D+1 D+5 LO+15 LO+60
  21. 21. 21 THE  RIGHT  CONTEXT  =  BASED  ON  USER  RECENT  EVENTS     ABANDONED  BASKET  use  case     Up  to  3  x  HIGHER  RESPONSE  RATE…  And  extremely  VALUABLE!  
  22. 22. 22 THE  RIGHT  CONTEXT  =  BASED  ON  USER  LOCATION  
  23. 23. 23 THE  RIGHT  CHANNEL  =  MULTIPLY  YOUR  TOUCHPOINTS   As  much  as  possible  try  and  COLLECT   OTHER  TOUCHPOINTS  (Email,  Social,  SMS)     LINK  your  mobile  profiles  with  your   exis<ng  profiles  so  as  to  complete  your   view  and  manage  performing  MULTI-­‐ CHANNEL  CAMPAIGNS   Vente-Privée CRM System = POST   Data Exchange   Multi-channel communications =
  24. 24. 24 ENGAGING  EXISTING  USERS   CAN  BRING  YOU  MORE  USERS     ENGAGE  YOUR  MOST  ACTIVE  USERS  AND  MAKE  THEM  BECOME  AMBASSADORS     Posi<vely  Rate  your  app     Refer  a  Friend     IN-­‐APP  OR  PUSH  NOTIFICATION   Targeted  on  several  ac<ve  segments   Message  Tes<ng   •  Nearly  15%  click  rate   •  A  high  impact  on  stars  and  hence  user  acquisi<on   BEFORE   AFTER   Average   stars   3,7   Average   stars   4,4  
  25. 25. 25 BE  IN  THE  VIRTUOUS  CIRCLE!   COLLECT  DATA  &   PERMISSION   ANALYSE   TEST  TARGETING   TEST  FORMATS   TEST  MESSAGES  CREATE   AUTOMATED   SCENARIOS   CENTRALISE  THE   DATA  &   ORCHESTRATE   MULTI-­‐CHANNEL   MORE  TESTING   &  MORE  ANALYSIS  !   DON’T  WORRY   BE  HAPPY   MAKE  MONEY  !  
  26. 26. 26 LAST  BUT  NOT  LEAST   A  HIGHLY  SCIENTIFICAL…   AND  ABSOLUTELY  NON-­‐SUBJECTIV…   INTERNAL  STUDY   HAS  SHOWN  THAT     PEOPLE  USING   HAVE  A  HAPPIER  LIFE  &  A  MORE  SUCCESSFUL  CARREER…  
  27. 27. 27 ASK THESE GUYS !
  28. 28. 28 THANK  YOU  FOR  YOUR  ATTENTION  
  29. 29. 29 Patrick MAREUIL Co-Founder pmareuil@ad4screen.com @iPatmar +33 1 44 56 87 14 Contact www.ad4screen.com @Ad4Screen Ad4Screen Blog Follow us on the social networks

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