You’ve got an App	

Now What?	

!
Implementing your Engagement Strategy
0%
25%
50%
75%
100%
0 1 2 3 4 5 6 7 8 9 10 11 12
Months
User
Engagement
76% Apps abandoned	

within 3 months	

!
96% at 12...
Engagement Goal: “Reverse the churn curve”
StreetHawk	

CLOUD &
MATCHING 	

ENGINE
IOS OR
ANDROID	

DEVELOPED	

APPS	

STREETHAWK	

SDK
What is StreetHawk?
Backend
S...
Users are not a blob - they inhabit segments
Engagement value is in terms of $ or viral fanout
Users are not a blob - they inhabit segments
Engagement value is in terms of $ or viral fanout
Engagement Strategy commences with App planning
B2C or
B2B?
KPIs
Drive
Revenue?
Drive
Process?
Drive
Footfall?
Drive
Perce...
Engagement Strategy deploys when
App launches
Engagement Strategy deploys when
App launchesTracking of user usage from Day 0
Which segments are valuable
Which campaigns...
Meet Alex….mum - picking up kids
from school
Alex Uses:	

!
Her Credit Card	

!
!
!
!
PocketBook	

Budget App	

!
PocketBook
Pickup double points bonus at your
Alex
is Bank
Branch
here
Alex Gets Personalised Contextual
Content
Alex, get DOUBLE
rewards on your
Card until June 30.
Details at
Drag and Drop Segment Creation
Inside a Branch iBeacons confirm
footfall…
….& in-branch product
cross-sell
A week later Alex gets a rewards
update
PocketBook
Congrats!You’ve earned 2500
rewards since last week.
Why can’t I just “code it up” later?
Because: Agility is needed to
Optimise
Marketer gets
idea for a
message
Marketer briefs
IT Department
IT
Department
briefs...
Who
Address
D.O.B
Income
Past
Transactions
Where they are
NOW
Where they WILL be
How they use App
What they do NOW
in App
...
Engagement and Campaign
Performance Analytics
Thanks!
David Jones
On his
3rd Global
Startup
Founder/
Board	

ThreatMetrix
Linda Parker
10 years	

Brand
Mgmt
GM	

Market...
You've got an App - now what? Implementing your Engagement Strategy
You've got an App - now what? Implementing your Engagement Strategy
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You've got an App - now what? Implementing your Engagement Strategy

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Launching an App without an Engagement Strategy is a sure way to lose the users you've spent time and money to acquire. So planning should start in parallel with development and be embedded when the App launches.

Then with the knowledge of your segments and the ability to A/B test communications (campaigns) with your users you optimize for best conversions whilst reducing uninstalls.

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You've got an App - now what? Implementing your Engagement Strategy

  1. 1. You’ve got an App Now What? ! Implementing your Engagement Strategy
  2. 2. 0% 25% 50% 75% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 Months User Engagement 76% Apps abandoned within 3 months ! 96% at 12 months StreetHawk helps engage & retain users
  3. 3. Engagement Goal: “Reverse the churn curve”
  4. 4. StreetHawk CLOUD & MATCHING ENGINE IOS OR ANDROID DEVELOPED APPS STREETHAWK SDK What is StreetHawk? Backend Systems Plug-in to iOS or Android Apps Platform for Engagement Automation (RRR)
  5. 5. Users are not a blob - they inhabit segments Engagement value is in terms of $ or viral fanout
  6. 6. Users are not a blob - they inhabit segments Engagement value is in terms of $ or viral fanout
  7. 7. Engagement Strategy commences with App planning B2C or B2B? KPIs Drive Revenue? Drive Process? Drive Footfall? Drive Perception
  8. 8. Engagement Strategy deploys when App launches
  9. 9. Engagement Strategy deploys when App launchesTracking of user usage from Day 0 Which segments are valuable Which campaigns move users to higher value segments
  10. 10. Meet Alex….mum - picking up kids from school Alex Uses: ! Her Credit Card ! ! ! ! PocketBook Budget App !
  11. 11. PocketBook Pickup double points bonus at your
  12. 12. Alex is Bank Branch here
  13. 13. Alex Gets Personalised Contextual Content Alex, get DOUBLE rewards on your Card until June 30. Details at
  14. 14. Drag and Drop Segment Creation
  15. 15. Inside a Branch iBeacons confirm footfall… ….& in-branch product cross-sell
  16. 16. A week later Alex gets a rewards update PocketBook Congrats!You’ve earned 2500 rewards since last week.
  17. 17. Why can’t I just “code it up” later?
  18. 18. Because: Agility is needed to Optimise Marketer gets idea for a message Marketer briefs IT Department IT Department briefs Data Manually Segments & Weeks and $$$ for each iteration
  19. 19. Who Address D.O.B Income Past Transactions Where they are NOW Where they WILL be How they use App What they do NOW in App Mobile Telemetry DeadDead StaticDynamic Realtime Engagement will 10x change CRM
  20. 20. Engagement and Campaign Performance Analytics
  21. 21. Thanks! David Jones On his 3rd Global Startup Founder/ Board ThreatMetrix Linda Parker 10 years Brand Mgmt GM Marketing & Sales at SAI

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