Audience segmentation is perhaps the most important aspect of any marketing strategy. But too often app marketers overlook the importance of a well-thought-out approach to segmentation. We’ll show you what an advanced segmentation strategy can look like, as well as some best practices for getting started with audience segmentation. What you will learn: - Why is an audience segmentation strategy necessary? - What events to track to segment your app’s audience - How to optimize your retargeting campaigns with audience segmentation - Some practical segmentation examples You can find the full video here: https://youtu.be/XYKGL9Btfm0

1. The Mobile Measurement Company 1

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‣ Why Segmentation
‣ Segmentation Use Cases
‣ Intro: The Audience Builder
‣ Audience Builder Case Studies
‣ Optimization of Retargeting Campaigns
‣ Q&A
Today’s Agenda

3. The Mobile Measurement Company 3
‣ We will record the webinar
‣ You will receive the slides & recording via Email
‣ Let’s make this interactive
‣ Q&A at the end
Housekeeping

4. The Mobile Measurement Company 4
100+ Billion
Data Points
Tracked Monthly
1000+
Integrated
Advertising Partners
2 Petabytes
Monthly
Traffic
140+
employees
22,000+
Integrated
SDKs
#1
iOS
Attribution SDK*
*Source: http://mightysignal.com/top-ios-sdks?tag=24

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Why Segmentation
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6. The Mobile Measurement Company 6
94%
of marketers increased
their KPIs with
personalisation
VB - Marketing Personalisation: maximising relevance and revenue

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Benefits of segmentation
‣ Improve CRM
‣ Increase conversion rates
‣ Create tailored marketing programs
‣ Reduce server costs for clients and
networks - no callbacks for segmentation
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Retargeting Push campaignsCross Promo Lookalike
Use Cases for Segmentation

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Segmentation Use Cases
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What can you segment by?

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All users
Create exclusion lists
Conditions
APPS INCLUDE
Your App
Action:
Exclude all your app users so when you work with any
new network they will not target your existing users.
Goal:
Target and acquire new users without targeting existing users

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Users who’ve
not opened the
app in x days
Users who’ve
spent over x
amount of revenue
in the last x time
period
Dormant VIP users
Dormant VIP users
Conditions
APPS INCLUDE
Your App
LAST SESSION MORE THAN
15 day(s) ago
TOTAL REVENUE MORE THAN
150 EUR
INSTALL TIME LESS THAN
4 month(s) ago
ATTRIBUTIONS
Non-organic
Goal:
Convert your dormant users to get back in the app or
make a new purchase
Action:
Re-engagement campaign and/or targeted push
messages

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Viewed an item
Added to cart but
never purchased
Purchase intentionConditions
APPS INCLUDE
Your App
LAST SESSION MORE THAN
3 day(s) ago
EVENT INCLUDE
Add to cart
COUNTRIES INCLUDE
United States
EVENT INCLUDE
Cancel the payment
Started the
payment but did
not finish
Intention to purchase
Action:
Target with re-engagement ad or push campaign reminding
them about the item they viewed or added to the cart.
Goal:
Convert users who showed an intention to purchase, get them
back in to the app and encourage to finish the purchase.

14. The Mobile Measurement Company 14
Users who
opened the app
in the last X
days
Users who have
spent X amount of
money
Active VIP users
Active VIP users
Conditions
APPS INCLUDE
Your App
LAST SESSION LESS THAN
10 day(s) ago
TOTAL TIME SPENT MORE THAN
1 hour
REVENUE EVENTS MORE THAN
3
TOTAL REVENUE MORE THAN
$200
Users who browse
in app longer than
average
Goal:
Acquire new high value users who will engage with your app
Action:
Leverage Facebook’s Value Based Lookalike targeting and/or
deliver reward via targeted push or re-engagement campaign

15. The Mobile Measurement Company
Users who did not
engage with the
last push more
than 5 months
ago
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Users who
never finished
registration
Users with less
than 3 sessions
over 1 month
period
Inactive users
Inactive users
Conditions
APPS INCLUDE
Your App
EVENT EXCLUDE
Register
INSTALL TIME MORE THAN
3 month(s)
COUNTRY INCLUDE
Europe
LAST SESSION MORE THAN
2 month(s)
Users who
installed the app 6
months ago
Action:
Target with the re-engagement ad to entice them to
register and move down the funnel.
Goal:
Convert your inactive users to get back in the app or complete
the registration / desired action

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Users who’ve redeemed
a promo code or voucher
Users who like promotions
Conditions
APPS INCLUDE
Your App
EVENT INCLUDE
Redeemed Voucher Y
LAST SESSION LESS THAN
2 week(s) ago
COUNTRY INCLUDE
United States
TOTAL REVENUE LESS THAN
$200
Action:
Target users with a new promotion to increase
engagement
Goal:
Convert users with new promotion

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Audience Builder Overview
Download advertiser
IDs and push tokens
directly from adjust
dashboard
Full control over the
data you share
Powered by your own
Adjust data
Dynamic segments
that automatically
update
Split segments for
A/B testing
Segments are always
deduped

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Intro: Audience Builder
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How Runtastic Did It
Case Study
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How
Runtastic
did it
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Benchmark Campaign
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‣ Segmentation via Audience
Builder
‣ Last active session within 14 days
‣ App activity > 1 min (event)
‣ Custom Audience targeting
‣ Users who installed the Sixpack
App 180 days prior
‣ Split by gender
Before After
How Runtastic did it
‣ Facebook module activated
(install + events)
‣ Standart Audience targeting
‣ Users who installed the Sixpack
App 180 days prior
‣ Split by gender
Goal: „Target users that have been active in their portfolio
but did not engage with Runtastic Results yet.“

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Before After
How Runtastic did it
Goal: „Target users that have been active in their portfolio
but did not engage with Runtastic Results yet.“

32. The Mobile Measurement Company
Only until September 30th
Try Audience Builder for Free
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33. Suca merda
JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
2
Segmentation: The Key to Campaign Optimization
Dr. Christian Liesegang

34. Company introduction
• Remerge is the first platform custom-built for
app retargeting from the ground up.
• Founded in 2014, based in Berlin, San Francisco,
New York, Tokyo and Singapore.
• Our infrastructure was designed to maximize
reach handling over 1.5 million bid requests per
second, allowing advertisers to seamlessly
retarget users across Facebook and 350,000
apps, globally.
• An end-to-end integrated platform, Remerge
eliminates manual efforts with simple, SDK-less
data access.

35. On Today’s Agenda
• Some Audience Builder Use Cases
• OuiBus Competitor Evaluation
• Utilizing Historic Data
• Running an Uplift Test
• Real-Time Optimization
• Real-Time Data Transfer
• Revenue Data
• Balance Targeting
• Dynamic Product Ads
• Tracking In-App Events
• Product Feed Integration
• Some examples
• Bid Request & Geo-Targeting
• Bid Request Data
• Location Targeting
• Facebook
• Late Stage Retargeting
• Long Term Performance
• FoodPanda: Evolution of Creatives

36. Suca merda
JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
2
Audience Builder Use Cases

37. Use Case #1
Competitor Evaluation Test
• OuiBus ran a competitor evaluation test to
determine which retargeting vendor
delivered the best results.
• Using the audience builder tool, OuiBus
segmented their app audience and
exported two even lists to the competing
vendors.
• After running a test for 4 weeks, OuiBus
evaluated the performance of both vendors
and determined that Remerge drove better
performance.

38. Use Case #2
Utilizing Historical Data
• Using the Audience Builder, advertisers can
supply us with historical data instantly.
• We use this data to build richer user
segments based on the previous in-app
actions taken by the user like the last time
they opened the app, made a purchase or
completed a level.
• Incorporating this historical data allows
advertisers to further refine segments and
deliver more targeted and personalized
display ads that feel more relevant to the user.

39. Use Case #3
Running an Uplift Test
• To determine the uplift driven by a single
retargeting vendor, advertisers can run an
uplift test by splitting an audience into a test
and control group and serving ads to the test
group to measure the effectiveness of display
ads on re-engagement.
• With the Audience Builder tool, advertisers
could select the test group and withhold the
control group to be certain the vendor is
sticking to the rules of the test.
• If you want to target a segment like first time
purchasers, real-time data is essential so that
we stop retargeting these users the moment
they convert in your app.

40. Suca merda
JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
2
Real-Time Optimization

41. Optimization Pro-Tips
Real-Time Data
Remerge
S2S
Your
Audience
Data
Sent in
Real-time
S2S
Your Mobile
Measurement Partner
• Arming your retargeting partner with
the full power of your data allows for
increased segment granularity.
• Advertisers and users can benefit
from the increased campaign
accuracy as users will stop being
retargeted the moment they
complete the desired action.
• This prevents banner fatigue for
users and saves advertisers money.

42. Revenue Data
Traffic Filtering & Real-Time Insights
• Receiving revenue data in real-time allows
our algorithm to optimize by filtering out the
bad performing traffic.
• It allows our account management team to
optimize the retargeting campaign based on
the ROAS.
• Our account managers can then provide
advertisers with real-time feedback on
campaign performance.

43. Optimization Pro-Tips
Balance Targeting
• Real-time data transfer allows advertisers
to send display ads targeted to a specific
social demographic or user profile.
• Social casino apps can retarget users who
are running low on credits with ads inviting
them to claim their free credits to
continue engaging with the game.
• In order to target these users, we need to
access in-app data to target users who are
running low on credits. It doesn’t make
sense to target a user with 200 credits
with the same messaging.

44. Suca merda
JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
2
Dynamic Product Ads

45. Dynamic Product Ads
Tracking In-App Events
• Dynamic product ads are one of the
highest performing ad formats on
the market. Our clients have seen
up to +329% higher conversion rate
with dynamic ads than static ads.
• By tracking in-app events,
advertisers can serve users
personalized display ads featuring
products the users were interested
in before closing the app. The user
is then brought back to the relevant
page within the app via deep link to
complete the desired action

46. Simple Product
Feed Integration
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• Increase the relevancy of your ads by
showing the products your users love
• Leverage your product feed to dynamically
compose ads based on their preferences
• No restrictions on your feed regarding
parameters, events or data columns
• Any common formats allowed (CSV, TSV,
XML, etc.)
• We can either pull your feed directly from
your hosting solution, or host the feed on
our Amazon S3 platform

47. Use Case #1
eCommerce App
• An eCommerce app could retarget a user
who was browsing shoes to encourage them
to add the item to their cart and complete
the purchase.
• What if the user didn’t forget about the item,
it just wasn’t what they were looking for? By
tracking in-app events, we can target the
user with product recommendations of
different items that might be more suited to
their needs.
• When the user completes their purchase, we
can then retarget them with dynamic ads
offering complementary products.

48. Use Case #2
Gaming App
• By their very nature, gaming apps require a
higher level of engagement than most other
apps. This level of engagement means a
plethora of user data which can be used to
create highly-personalized dynamic ads.
• We can pinpoint exactly where in the game
the user lapsed and retarget them with a
dynamic ad offering a tip or the item they
need to ‘level-up’.

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JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
2
Bid Request & Geo-Targeting

50. Bid Request & Geo-Targeting
• A bid request contains attributes like OS,
country, latitude-longitude, and category of
the app publisher.
• This information can be paired with data about
user preferences and activities to really hone in
on specific groups of people, and also exclude
groups of people you don’t intend to target.
Geo-targeting allows you to target a user
wherever their device goes.
• Local customization allows for stronger user
engagement and can be used to advertise
regional events and promotions.

51. Bid Request & Geo-Targeting
• Some apps like food delivery, ticketing and
general service apps offer services and
products only available in specific areas or
cities. These apps can benefit from geo-
targeting as it allows them to target only
those specific users and not waste budget on
users who cannot purchase or use the
offered service.
• Bid request data can also be used to serve
display ads in localized languages and
currencies to provide a more contextual user
experience.

52. Bid Request & Geo-Targeting
Facebook
• Built in collaboration with Facebook,
Remerge’s unique audience segmentation
capability consolidates engagement
insights from both the programmatic and
Facebook campaigns, thus radically
increasing bidding & targeting efficiency.
The dynamic synchronization has been
designed to eliminate lag or waste –
allowing advertisers to benefit from the
increased accuracy.
• From looking at bid request data, we might
notice that at weekends there’s a peak in
activity. We can then send this information
to Facebook to allow them to bid more
efficiently.

53. Suca merda
JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
2
Late Stage Retargeting

54. Long-Term Approach To
Maximizing Performance
• Our campaigns with advertisers
will evolve over time, as we get
more event-data and
information about users.
• This allows our Account
Strategists to help identify
additional events, fine-tune
segments, and enhance your to
maximize scale and increase
your ROAS.

55. FoodPanda – Evolution of Creatives
Standard Ads Native Ads Dynamic Ads Video

56. Suca merda
JobTitle
www.remerge.io
Personal e-mail
NameCompany/Client
Thank You!
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