In the world of mobile growth, it is critical to understand how best to leverage your data paired with the most relevant engagement strategies. Deep dive into all things analytics and engagement to support your growth decisions with our VP of Growth, Kara Dake.

1. Customer Insights That Drive
User Engagement
Kara Dake
VP of Growth & Partnerships at CleverTap

2. Agenda:
● What is CleverTap?
● How to harness your customer data.
● Best-in-class user engagement strategies.
● Real-world examples.
● Resources to help.

3. What is CleverTap?

4. An Intelligent Mobile Marketing Platform
We combine real-time customer insights, an advanced
segmentation engine, and powerful engagement tools into one
intelligent marketing platform.

5. With CleverTap you can...

6. Our features include...
Rich profiles
To understand your users better
Funnels
To pinpoint exactly where users drop off
Retention cohorts
To measure how many users come back
Attribution
To optimize your campaign spends
Uninstalls
To track and analyze app uninstalls
Flows
To visually see friction points in your app
Journeys
To visually build and deliver omnichannel
campaigns that engage and delight
Push, in-app, SMS, and email
To engage your users with personalized
messaging on any channel
Clever Campaigns
To run predefined campaigns that retain
more of your users
Geolocation targeting
To send hyper-targeted messaging
campaigns based on exact locations

7. We’re trusted by today’s top brands
4,000+
CUSTOMERS
1 billion
DEVICES REACHED
55 billion
EVENTS PROCESSED PER
MONTH
10 billion
MESSAGES SENT PER MONTH

8. Let’s get started!

9. How are you using your
data?

10. The limitations aren’t around the answers you derive from your data. The challenges
are asking the right questions.
--
“Apps are unsuccessful due to poor metrics tracking, interpretation and
misinformed business strategies”
--
“Mobile marketers are only using 5% of their available data”
-CleverTap

11. Looking at the data:
The average app loses 70% of
its users within the first 3 days.
Then 90% within 30 days.
And finally, 95% at 90 days.

12. 1
2
3
Acquisition
The process of getting users to
download your app.
Activation
The process of turning new
users into active ones.
Retention
The process of keeping users
coming back to use your app.
Focus on the Funnel Data

13. The Acquisition Stage
Gaining new users

14. You can’t grow your mobile app if you don’t acquire new users — and
you can’t acquire more new users if you don’t understand where
your current users are coming from.
That means tracking downloads and attributing those downloads to
specific acquisition channels.
Acquisition - Why it’s important:

15. Data to Focus on During the Acquisition Stage

16. Number of new downloads in a given timeframe (daily, weekly, and/or monthly)

17. Channel attribution
Which channels are new users coming from?
Use this data to optimize marketing spend and improve ROI.

18. The Activation Stage
Turning new users in to active one

19. You may be surprised by how many users download your app but
never use it.
Nearly 1 in 4 users abandon an app after launching it just once. *
Downloads are great... but activations fuel growth — and profits.
Activation has also has a major impact on overall retention rates.
Activation - Why it’s important:

20. Data to Focus on During the Activation Stage

21. Activation Rate
Percentage of downloads
that launched the app
Day-1 Retention
Percentage of users who
came back to the app on
day 1

22. Registrations
Number of new users
who complete the
registration process
User Profiles
Data on who your users
are and what they do

23. The Retention Stage
Turning new users in to active one

24. Because acquiring a new user is virtually meaningless if your users
don’t stick around.
The average app loses 95% of its daily active users within the first
90 days after install.*
It doesn’t matter how many people download your app if you
can’t keep them coming back.
Retention - Why it’s important:

25. Data to Focus on During the Retention Stage

26. N-Day Retention
Rates
Shows you the
percentage of users
who come back on a
specific day.

27. DAU, WAU, MAU
The number of active app users on a given day, week, or month

28. Uninstalls
How many users uninstall your app on a daily, weekly, and monthly basis

29. Key Data Point Recaps

30. 1 2 3
Acquisition
• Number of new downloads
• Channel attribution
Activation
• Activation rate
• Registrations
• Day-1 retention
• User profiles
Retention
• N-Day retention
• DAUs and MAUs
• Uninstalls
Key Data Points

31. User Engagement
Strategies

32. #1 Mobile Marketing Goal
…automatically
Send the right message To the right person At the right time

33. And why should I care
about that?

34. Because Engagement is the Key to Growth
LESS PRODUCT ADOPTION
UNHAPPY CUSTOMERS
HIGHER CHURN
LOW ENGAGEMENT =

35. Well, here’s how you
actually do that...

36. Step one – Analyze your users

37. Step two – Segment your users
By WHO the users is
Customer Type (Platinum, Gold, Silver)
OS, Install Date, Birthday
Geography : Users in Atlanta, San
Francisco and/or New York
By WHAT they have or not
have done
Customers who have not opened the
billing screen in the last 60 days
Customers who have more than 100
minutes of talk time in last 10 days
Customers who have un-installed the app
yesterday

38. Push In App SMS Email
Remarketing Web Pop Ups Browser Notifications Trigger Workflows
Step three – Pick your channels

39. “A great push notification is three things: timely, personal and actionable.”
– Noah Weiss, Head of Search, Learning, & Intelligence at Slack
Powerful engagement
tool with up to 40% CTRs.
• Timely
• Personalized
• Actionable
40%

40. Push Notifications Examples
Relevant & personal Personal, actionable and timely

41. In-App Notifications
New User Orientation Onboarding Flow Completion

42. Step four - Pick your tactics
BROADCAST PERSONALIZED
SEGMENTATIONS
BASIC CONTEXTUAL
Broad Reach Targeted Reach Situations Self Triggered
2-4%
Conversion rates
5-12%
Conversion rates
18-24%
Conversion rates
>25%
Conversion rates
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43. Optimize the
Acquisition Stage
Enhance the
Activation Stage
Improve the
Retention Stage
Additional Strategies of Growth

44. Optimizing Acquisition Stage
● Evaluate the success of various user
acquisition channels. Double down on
what works and re-evaluate what
doesn’t.
● Find your most successful channels
with acquisition cohorts.
● Improve User Onboarding Experience

45. Activate new users with an ideal first time user
experience that includes using in-app messages, emails,
and an effective onboarding flow.
First-time user experience: offer social login options to
make sign ups quick & easy. Ask user preferences so you
can quickly personalize the app experience.
Always give new users a good reason to opt in to
permissions.
In-app messages: send in-app notifications to help new
users find value and increase likelihood of conversion.
Email Messages: engage new users outside your app
with personalized emails.
Enhancing Activation Stage

46. Improve the Retention Stage
Retention is built on delivering value
and building user habits.
Identify Core Habits: find out what
users who stay are doing

47. The Omni-Channel Approach (vs Multi Channel)

48. Loyalty Programs to Drive
Engagement
Starbucks, for example, activates
new mobile app users by enrolling
them in Starbucks Rewards. It
persuades them to sign up by
tempting them with free food,
drinks, and a time-saving order-
ahead feature.

49. Include one,
clear call to action.
While you might be tempted to include
two or three call to action buttons in an
email, you shouldn’t. One case study
shows emails with a single call to action,
or CTA, increased clicks 371% and sales
1617%.
Your CTA should be a bold color, have
2-5 words inside and be in a clutter-free
area. In other words, the CTA should be
by itself, not next to an image or more
text.

50. Doubled conversions using
Cohorts
Increased onboarding CTR’s and
engagement by 3x with notifications
Success with Vodafone

51. CleverTap’s features have been a
game changer for us. We are a lot
more informed about our users’
preferences and expectations. The
platform helps us create a robust
mobile marketing strategy that is
crucial to the success of our
business.
Aditi Mohanty

52. Resources to help:
Ebook: Mastering Mobile App
Engagement & Retention
-Click here.
CleverTap blog: Everything you
need to learn marketing
automation and best practices.
-Click here.
Live demo: Get a customized
30-minute demo from our team
-Click here. Contact
sales@clevertap.com

53. Thank you!