This document discusses mobile re-engagement strategies using the Liftoff and adjust platforms. It begins with an overview of the problem of user churn after app installation and the opportunity for re-engaging existing users. It then details how Liftoff uses real-time bidding and dynamic creative ads to retarget app users for re-engagement, while adjust allows for attribution and re-attribution of these efforts. Case studies demonstrate how joint Liftoff and adjust solutions can improve key performance indicators like cost per registration. The presentation emphasizes that acquisition alone is not enough and that re-engagement is key to optimizing user lifetime value.

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Driving revenue with Mobile
Re-engagement

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1. Intro
2. Re-Engagement (Liftoff)
3. Re-Attribution (adjust)
4. Q&A
Content

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Joli Barretta
Senior Solutions Engineer
Phil Gontier
VP International
Your hosts for today

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The Problem
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“The average app loses 77%
of its daily active users just 3
days after installing the app”
Source: Quettra (2015), *Study on Android Apps, Appboy (2016)

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The Problem
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Source: Mobile Benchmarks, Q3 2015

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The Opportunity
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Market to existing users
> Helps convert more installs into engaged users (from 10%-25% on average)
> Is more cost effective than spending on new user acquisition

7. MOBILE RETARGETING WITH LIFTOFF
September 2016

8. Why re-engagement
How it works
Pricing model
Guide to prospecting
Q&A
AGENDA
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9. WHY RE-ENGAGE

10. WHY RE-ENGAGE
Month 1 Month 2 Month 3 Month 4 Month
5
Month
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Only 10% of app installs still
use the app after 30 days
0%
10%
20#
30%
40%
50%
60%
70%
Less than
1 min
Up to
1 hour
Up to
12 hours
Up to
1 day
Up to
2 day
Up to
7 day
% Chance of Never Returning
iPhone
iPad
Savvy performance marketers understand that an Install is just a ‘lead’
Focus has shifted to Quality Installs, Re-Engagement and LTV
Metrics show that retention is challenging and churn accelerates dramatically as the clock ticks
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11. HOW IT WORKS

12. HOW IT WORKS
CLIENT APP APP WITH ADS
Segment
Audience
Real time
bidding
advertising
Deep linking
App usage
analytics
data
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13. HOW IT WORKS: CUSTOMER SEGMENTATION
Defined by client performance goals
Structured in terms of the conversion funnel
Refined based on Performance
Flexibly target users based on in-app
behaviour. What they did, when they
last did it. In real-time.
ALL APP USERS
TUTORIAL / REGISTRATION
COMPLETED
ENGAGED USERS
Level Complete / Browsing / Add to Cart etc.
COMPLETED
IAP / Purchase / Booking etc.
FREQUENT PURCHASERS
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14. HOW IT WORKS
Event Name Daily Event Count Metadata
app_open 4,373,752 n/a
search 1,121,458
"lat":"40.11097",
"searchterm":"hot
yoga",
"lon":"-74.12552"}
add_to_cart 522,232
{"dealid":"premiere-
dance-studios"}
purchase 113,166
{"dealid":"papaya-
asian-kitchen-and-bar”
,"orderid":"256134233"}
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15. HOW IT WORKS: DYNAMIC ADS
iPhone User
iPhone user in San
FranciscoStandard Ad
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16. HOW IT WORKS: MASSIVE SCALE VIA RTB
..
PUBLISHER APPS
SUPPLY
EXCHANGES DSPs ADVERTISER
APPS
REAL-TIMEBIDDING
DEMAND
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17. TRANSPARENT REPORTING
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18. LAUNCH PROCESS
01
RESEARCH
02
INTEGRATIO
N
03 LAUNCH
04
OPTIMIZATIO
N
Research
Education
Qualification
Agree on KPIs
Integration
Data collection
Attribution
Deep linking
Creative
Launch
Segmentation
Measurement
Optimization
Segmentation
Dynamic creative
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19. PRICING MODEL

20. PRICING MODEL
CPC based pricing with mCPC (max CPC of $0.50+)
Campaign optimized against agreed Success Metrics:
Minimum $15,000 IO
Cost Per App Open (re-engagement)
CPA-Optimized Ads
Cost Per 1st Time IAP
Cost Per Repeat Time IAP
Cost Per Booking
Cost Per Sale
C Per Order
ROAS (return on ad spend)
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21. To learn more about mobile re-engagement, visit
www.liftoff.io
Thanks!

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Re-Attribution with adjust
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1. What is adjust?
2. What is re-attribution and how does it work?
3. Why focus on re-attribution?
4. What are the main KPIs?
5. Integration with Liftoff
Content
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One Powerful SDK covering
all marketing insights
ATTRIBUTION ANALYTICS STORE STATS
+
700
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MAJOR CLIENTS IN GAMING, E-COMMERCE, SOCIAL AND PUBLISHING
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CLICK
INSTALL
RE-ENGAGEMENT
SESSION
Attribution Re-attribution
ATTRIBUTION & RE-ATTRIBUTION
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Retargeting Re-engagement
What is Re-Attribution?
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How does it work?
Deep LinkRT-Enabled Tracking Link
Seamless plug-in with your RT partners
+ Very reliable
- Requires knowledge of device IDs
- As well as ability to process them
https://app.adjust.com/?idfa=
Smart Technology
+ No data requirements
+ A smooth user experience
- Must be implemented in app beforehand
yourapp://?sourceID=1234
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• Acquisition is only half the battle
• Identify how an installed user becomes a paying customer
• Reengage users to stimulate desired in-app activity
• Allocate budget toward targeted sets of existing user groups
• Understand your most effective channels for continued user engagement
Why do you need Re-attribution?
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• Unlimited in-app event tracking
• adjust cohorts allow you to segment all users by unique user activity
Beyond the install:
- Sign-up
- Sign-in
- Add to cart
- Level Advancement
- Purchase
How to identify your most insightful KPIs?
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The Challenge:
Acquire registrations and active investors
The Solution:
• Implementation of adjust for tagging in-app events
• Liftoff built lookalike profiles of Acorns most active investors on Android based on key demographics, behavioral
characteristics and related apps installed
• Liftoff developed ad creatives and did targeting and bidding, adjust the re-attribution
Conclusion:
• Reduced cost per registration by 31.3%
• Increased install-to-registration rate by 36.5%
• Increased click-to-install rate 2.4x
Acorns is a financial service helping users invest
their money since 2012. Acorns enables users to
invest early, invest often, and feel secure about
their financial future.
Case Study
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Summary
1. Install is just a lead & many of these “leads” will stop using the app
2. Think in terms of ROI > re-engagement cheaper than new installs
3. Attribution does not equal re-attribution > be aware of differences
4. Use re-attribution to find out the best channels for re-engagement
5. Keep testing & optimizing your re-engagement campaigns
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Joli Barretta
Senior Solutions Engineer
joli@adjust.com
Phil Gontier
VP International
philg@liftoff.io
Thanks for joining!
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