As users interact with their apps, publishers are presented with an opportunity to gather precious behavioral data that can help them better understand their users, better communicate with them, and carry out more effective marketing and advertising efforts. Unfortunately, too often they ignore, or fail to properly capitalize on this opportunity. In this presentation, you'll learn - Best practices in user segmentation and first-party user data analysis - How to leverage the data for better in-app engagement strategies - How to utilize the data for more effective advertising campaigns

1. How to Leverage First-Party Data to Drive a 360 Degree
App Marketing Strategy
Driving App Growth

2. MEET YOUR HOSTS
Tom McMahon
Product Marketing Manager
@macmathunat
Alexandre Pham
Head of Platform Solutions
@alexandrepham
#360appstrategy

3. #360appstrategy
Introduction: Localytics
#360appstrategy
• Localytics is a lifecycle
engagement platform
• For web and mobile
apps
• Automate and
optimize at every
stage to deliver
personalized
experiences

4. AppLift is a data-driven
technology
company that empowers mobile
app advertisers to acquire and
re-engage users at scale

5. #360appstrategy
Introduction: AppLift
#360appstrategy
• 7 Global Offices
• Global reach for app
advertisers in every
vertical
• Mobile programmatic
DSP technology with
data onboarding
functionalities

6. AGENDA
#360appstrategy
1. Data Collection & Segmentation
2. Leveraging Data for Mobile Marketing
3. Questions & Closing

7. Data Collection &
Segmentation
#360appstrategy

8. What do we
mean by
party data?
#360appstrategy

9. #360appstrategy
• It’s YOUR data
• YOUR Users &
Audiences
• Habits & Behavior
• Demonstrated
Interests
It’s
Free

10. First-Party Data: Where does it come from?
• Web
• Social
• Mobile
• CRM
• In-store POS
#360appstrategy

11. Pageviews vs.
Sessions
• Visitors
• Visits
• Pageviews
• Events
• Users
• Sessions
• Events
#360appstrategy

12. Let the data tell the story
#360appstrategy

13. Is Your App Offering Value?
Going beyond the
download level
#360appstrategy
New
User
New
User
New
User

14. #360appstrategy
How a User Interacts with the App

15. Critical:
APP
LAUNC
H
20% of
apps
opened
once

16. Critical:
SESSIO
N
LENGT
HMeasures true app
engagement

17. More Frequent App Launches Drive a Greater
Time in App
#360appstrategy

18. What about event tagging?
#360appstrategy

19. Events in your app you
wish to see users carry out
Verbs
#360appstrategy

20. The attribute level
(below the event level)
Nouns
#360appstrategy

21. • Article Read
• Article Commented On
• Article Rated
• Article Shared
News App
#360appstrategy

22. • Was an article shared on
Facebook or Twitter?
• Was the rating positive or
negative?
News App
#360appstrategy

23. Driving Insight
#360appstrategy

24. #360appstrategy

25. Custom Dimensions
#360appstrategy
• Free Users
• Premium Users
• Weekly/Monthly
Cohort

26. User Funnels
Sign-Up
Premium
Registration
Shared
Media
#360appstrategy

27. Relevant User Funnels

28. • What’s preventing
the next step?
• Uncover how you
can tweak your app?
• Which funnels are
most successful?
Relevant User Funnels

29. Which groups are using my app and how?
#360appstrategy
• The Video Streamers
• Set-Top-Box-Users
• The Commuter
• The Loyal Consumer

30. What that segment could look like?
#360appstrategy
• 2 Conversions (2 Shows
in a row)
• Favorite Show Name
• Favorite Show Category
• Average Session Length
• Subscription Type

31. Leveraging First-
Party Data for Mobile
Marketing
#360appstrategy

32. Continuing to Engage Users
New
UsersMarketing
outside
the app
Existing
UsersMarketing
through
the app

33. Marketing Outside the App
Remarketing Paid
Advertising

34. What’s the difference: Push v. In-A
Messages

35. • Delivering messages to your
users home screen
• Pushing messages to users
aren’t currently using your app
PUSH
MESSAGING
What’s the difference: Push v.
In-App
Messages

36. #360appstrategy
• Notifications that are
displayed when the user is
active in the app
• Highly contextual and
triggered based on other in-
app events
IN-APP
MESSAGIN
G
What’s the difference: Push v.
In-App
Messages

37. Behavioral Data vs. Profile Data
#360appstrategy

38. The perfect union for personalization
#360appstrategy

39. The perfect union for personalization
#360appstrategy

40. Cultivate deeper relationships
#360appstrategy
The Case for
Complete
Profiles
• More costly to
acquire a new user
• Complete profiles see
how your app fits into
the user’s life
• Apps that stick know
their users and solve
their problems

41. Surprise & DELIGHT Your
Users
#360appstrategy

42. Now With 100,000 Users
#360appstrategy

43. Lather, Rinse & Repeat
What is the impact
of my campaign?
• How has my recent in-app
campaign affected
conversion numbers?
• Have my retention numbers
been improved with my
latest campaign?
• How are my marketing
programs contributing to
revenue?

44. Leveraging Data for
Mobile Advertising
#360appstrategy

45. #360appstrategy

46. The Rise of
Programmatic
Advertising
#360appstrategy

47. Fact nº1:
CPIs
are
increasin
g…
+76%
YoY
#360appstrategy

48. Fact nº2:
Users are
hard to
retain…
60%
#360appstrategy

49. 0.23%
#360appstrategy
Fact
nº3:
Only
few of

50. What makes data so
powerful in RTB?
#360appstrategy

51. NEGATIVE
TARGETING
#360appstrategy

52. RE-ENGAGEMENT
&
CROSS-APP
TARGETING
#360appstrategy

53. LOOKALIKE TARGETIN
#360appstrategy

54. What programmatic platforms should
provide for a 360° app strategy…
#360appstrategy

55. #360appstrategy