Automated segmentation uses RFM (Recency, Frequency, Monetary Value) analysis to divide users into 10 segments based on their usage patterns. The document provides descriptions of each segment, challenges they pose, and recommendations for campaigns to engage each segment, such as offering discounts, surveys, or exclusive content. The goal is to increase retention, revenue, and ROI by sending personalized messages to users based on their segment.
Remarketing is the fastest growing arena of mobile app marketing. On our platform, for example, the volume of remarketing activity has increased more than 800% in the past year. It’s time you and your app had a robust remarketing strategy and plan in place, to maximize your revenue and nail your KPIs. This paper is designed to:
• Identify the underlying forces contributing to this important trend
• Outline the remarketing opportunity for mobile app marketers
• Present a framework for strategic remarketing planning and
execution
5 Tips for Measuring In-App and Push Messaging CampaignsEvgeny Tsarkov
Quick Guide - 5 Tips for Measuring In-App and Push Messaging Campaigns (by Localytics)
5 советов как измерять кампании по отправке сообщений внутри приложений и push-сообщений
Here's everything you need to know about:
-Customer Lifecycle Management
-Building Relationships with Customers
-Optimizing Experiences Across the Lifecycle
Courtesy : CleverTap
Reimagine Growth 3 - Session 2 - Planning your ASO strategy from 0 to 100CleverTap
Key learnings:
-Why ASO should be part of your mobile marketing strategy
-How to define priorities and ASO KPIs
-How to spy on your competition to inform your ASO strategy
-Why localization should be at the heart of your ASO strategy
-How to optimize your ASO strategy over time
How To Overcome The Mobile Engagement Crisis Webinar Localytics
Localytics CMO Josh Todd talks about overcoming mobile engagement through powerful, personalized app messaging. Learn best practices around mobile marketing.
The Do's & Don'ts of Stellar Push and In-App Marketing Campaigns - June 2015Localytics
Every second, 800 apps are downloaded from the App Store, but 20% of those apps will only be used once. Here, we review the two most powerful ways you can keep users engaged with your app: push and in-app messaging.
Level Up: Lessons in User Retention from the Gaming IndustryCleverTap
Lessons in User Retention from the Gaming Industry
What's in store for you:
-Gaming Landscape
-Key Trending Data
-Key Metrics
-Segmentation
-Challenges leading to retention
-Steps to win the User Retention Battle (AIC)
-A business Insiders Take
-CleverTap Case Study Dream 11
-Feedback from the Experts
-About CleverTap
Did you know that a 5% improvement in customer retention rates can drive a 25 to 95% increase in profits? Building loyal relationships with your users and customers is the biggest driver to growth and increased profitability for digital consumer businesses today.
The key is to align your user segmentation and omnichannel marketing automation activity to significantly improve retention metrics and driving sustainable growth.
In this slideshare, you can expect to learn all about retention as a growth driver
the following points:
- The current state of mobile apps
- Understanding the leaky bucket problem
- User retention metrics to focus on
- The pillars of sustainable growth and retention
- How leading businesses are successfully driving growth with user retention
Remarketing is the fastest growing arena of mobile app marketing. On our platform, for example, the volume of remarketing activity has increased more than 800% in the past year. It’s time you and your app had a robust remarketing strategy and plan in place, to maximize your revenue and nail your KPIs. This paper is designed to:
• Identify the underlying forces contributing to this important trend
• Outline the remarketing opportunity for mobile app marketers
• Present a framework for strategic remarketing planning and
execution
5 Tips for Measuring In-App and Push Messaging CampaignsEvgeny Tsarkov
Quick Guide - 5 Tips for Measuring In-App and Push Messaging Campaigns (by Localytics)
5 советов как измерять кампании по отправке сообщений внутри приложений и push-сообщений
Here's everything you need to know about:
-Customer Lifecycle Management
-Building Relationships with Customers
-Optimizing Experiences Across the Lifecycle
Courtesy : CleverTap
Reimagine Growth 3 - Session 2 - Planning your ASO strategy from 0 to 100CleverTap
Key learnings:
-Why ASO should be part of your mobile marketing strategy
-How to define priorities and ASO KPIs
-How to spy on your competition to inform your ASO strategy
-Why localization should be at the heart of your ASO strategy
-How to optimize your ASO strategy over time
How To Overcome The Mobile Engagement Crisis Webinar Localytics
Localytics CMO Josh Todd talks about overcoming mobile engagement through powerful, personalized app messaging. Learn best practices around mobile marketing.
The Do's & Don'ts of Stellar Push and In-App Marketing Campaigns - June 2015Localytics
Every second, 800 apps are downloaded from the App Store, but 20% of those apps will only be used once. Here, we review the two most powerful ways you can keep users engaged with your app: push and in-app messaging.
Level Up: Lessons in User Retention from the Gaming IndustryCleverTap
Lessons in User Retention from the Gaming Industry
What's in store for you:
-Gaming Landscape
-Key Trending Data
-Key Metrics
-Segmentation
-Challenges leading to retention
-Steps to win the User Retention Battle (AIC)
-A business Insiders Take
-CleverTap Case Study Dream 11
-Feedback from the Experts
-About CleverTap
Did you know that a 5% improvement in customer retention rates can drive a 25 to 95% increase in profits? Building loyal relationships with your users and customers is the biggest driver to growth and increased profitability for digital consumer businesses today.
The key is to align your user segmentation and omnichannel marketing automation activity to significantly improve retention metrics and driving sustainable growth.
In this slideshare, you can expect to learn all about retention as a growth driver
the following points:
- The current state of mobile apps
- Understanding the leaky bucket problem
- User retention metrics to focus on
- The pillars of sustainable growth and retention
- How leading businesses are successfully driving growth with user retention
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In this webinar, we discuss best practices for measuring the success of your mobile marketing campaigns and walk through True Impact 2.0, which is Localytics' completely redesigned campaign performance tool. You will learn how True Impact 2.0 can prove that your campaigns are delivering meaningful results. We'll also show you how True Impact 2.0 can help you optimize every message you send.
Creating Incredible Customer Experiences Using WhatsApp Marketing at ScaleCleverTap
WhatsApp is the world’s most widely used channel for communication, which has given rise to a new concept called conversational commerce.
This means that brands are increasingly shifting to real time messaging apps like WhatsApp Business for interacting with the consumers in the same way they talk to their friends.
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- Alexandre Pham (AppLift)
CleverTap at The Marketing and Sales Show Dubai 2019, hosted by Terrapin. CleverTap
CleverTap was at The Sales & Marketing Show, Dubai on Nov 26th 2019.
Tons of industry leaders came forward to share their knowledge at the event and we can’t thank them enough for such a contribution.
Here are a few topics that really grabbed our attention:
Every Business Must Convert, Retain, and Grow
Any business journey can simply be divided into three steps:
Convert
Retain
Grow
If a business can efficiently guide their users through these stages, they will eventually turn into brand advocates.
For new businesses, everything starts with acquisition and growing awareness for your brand. Andrew Thomas, Managing Director, DigitalNexa discusses how to obtain successful CRM to retain customers and generate future leads.
Businesses are commonly confused when it comes to acquisition and retention.
Check out this SlideShare to know more.
Truepush, the world's most affordable push notification service for web and mobile, was launched in 2019 with a motto to provide a free customer engagement platform like push notifications. With a short span of 18 months, the brand is successfully serving over 30,000+ marketers/ developers and is growing big and strong in the SaaS marketplace.
Analytics and AI based Retention in e-commerceCleverTap
This SlideShare will help you understand how CleverTap's AI/ML enabled features help brands convert, grow, and retain users.
CleverTap's advanced features like Psychographic Segmentation, and Intent Based Segmentation use machine learning models to determine the propensity of users to perform an action or like a category of product. Similarly, CleverTap's Product Recommendations make use of sophisticated AI to recommend products to users based on their past behavior.
Mobile App Promotion Strategies: Pre-LaunchCleverTap
Before you can launch your hot new app, you have to lay the groundwork for it. The following mobile app promotion strategies and tactics will prepare you for a more effective launch. https://clevertap.com/blog/mobile-app-promotion-strategies/
Mobile Engagement: Opportunity or Crisis?Localytics
Mobile has transformed the world for both consumers and businesses. Consumers now demand relevant, trustworthy and immediate brand experiences. While brands are trying to meet these fast-changing demands, many signs suggest they are headed down a path of failure.
This session will explore why the industry is a mobile engagement crisis and the steps marketers can take to shift toward a path of success and build deeper, more immersive relationships with their mobile users.
Josh Todd's presentation from Apps World North America in May 2016.
Beyond DAUs and MAUs, 3 Key Levers to Understanding User Engagement For Your ...CleverTap
-Understand how better user engagement and retention drives long-term revenue growth and higher customer lifetime value.
-Learn how to build successful engagement and retention campaigns using the AIC Framework.
-Learn the Acknowledgment – Interest – Conversion (AIC) Customer Engagement and Retention framework
Customer engagement, customer experience and customer advocacy insights to fuel your engagement strategy.
As an overall industry, ATV and UTV OEMs have just scratched the surface of successful customer engagement; this report identifies strategic opportunities for brands to take the lead.
Presenting our growth series webinars to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond.
Retention & Growth
Key learnings:
-Pair real-time analytics with personalized engagement campaigns to supercharge your retention strategies.
-Ignite user engagement with insider tips on making the most of your Google App Campaigns.
What Email Marketers Need to Know in 2020CleverTap
Email delivers the highest ROI of all marketing channels: $1 invested in email generates $40 in ROI.
In this SlideShare, learn how to:
Top priorities of email marketers in 2020
How to take email personalization to the next level
Technologies needed to coordinate email campaigns with mobile messaging channels
Best practices in email deliverability
Industry-wide use cases disrupting the way email is used for growth and retention
Do's & Don'ts of Stellar Push & In-App Marketing CampaignsLocalytics
The corresponding deck to Localytics' webinar on The Do's & Don'ts of Stellar Push & In-App Marketing Campaigns. Consider it a mobile marketers' guide to best practices for push notifications and in-app messaging in 2016. Includes real-life examples from apps doing it right.
Taking a Strategic Approach to Mobile App RemarketingJim Nichols
Remarketing is the fastest growing arena of mobile app marketing. On our platform, for example, the volume of remarketing activity has increased more than 800% in the past year. It’s time you and your app had a robust remarketing strategy and plan in place, to maximize your revenue and nail your KPIs. This paper is designed to:
• Identify the underlying forces contributing to this important trend
• Outline the remarketing opportunity for mobile app marketers
• Present a framework for strategic remarketing planning and
execution
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In this webinar, we discuss best practices for measuring the success of your mobile marketing campaigns and walk through True Impact 2.0, which is Localytics' completely redesigned campaign performance tool. You will learn how True Impact 2.0 can prove that your campaigns are delivering meaningful results. We'll also show you how True Impact 2.0 can help you optimize every message you send.
Creating Incredible Customer Experiences Using WhatsApp Marketing at ScaleCleverTap
WhatsApp is the world’s most widely used channel for communication, which has given rise to a new concept called conversational commerce.
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Hosts:
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- Alexandre Pham (AppLift)
CleverTap at The Marketing and Sales Show Dubai 2019, hosted by Terrapin. CleverTap
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Tons of industry leaders came forward to share their knowledge at the event and we can’t thank them enough for such a contribution.
Here are a few topics that really grabbed our attention:
Every Business Must Convert, Retain, and Grow
Any business journey can simply be divided into three steps:
Convert
Retain
Grow
If a business can efficiently guide their users through these stages, they will eventually turn into brand advocates.
For new businesses, everything starts with acquisition and growing awareness for your brand. Andrew Thomas, Managing Director, DigitalNexa discusses how to obtain successful CRM to retain customers and generate future leads.
Businesses are commonly confused when it comes to acquisition and retention.
Check out this SlideShare to know more.
Truepush, the world's most affordable push notification service for web and mobile, was launched in 2019 with a motto to provide a free customer engagement platform like push notifications. With a short span of 18 months, the brand is successfully serving over 30,000+ marketers/ developers and is growing big and strong in the SaaS marketplace.
Analytics and AI based Retention in e-commerceCleverTap
This SlideShare will help you understand how CleverTap's AI/ML enabled features help brands convert, grow, and retain users.
CleverTap's advanced features like Psychographic Segmentation, and Intent Based Segmentation use machine learning models to determine the propensity of users to perform an action or like a category of product. Similarly, CleverTap's Product Recommendations make use of sophisticated AI to recommend products to users based on their past behavior.
Mobile App Promotion Strategies: Pre-LaunchCleverTap
Before you can launch your hot new app, you have to lay the groundwork for it. The following mobile app promotion strategies and tactics will prepare you for a more effective launch. https://clevertap.com/blog/mobile-app-promotion-strategies/
Mobile Engagement: Opportunity or Crisis?Localytics
Mobile has transformed the world for both consumers and businesses. Consumers now demand relevant, trustworthy and immediate brand experiences. While brands are trying to meet these fast-changing demands, many signs suggest they are headed down a path of failure.
This session will explore why the industry is a mobile engagement crisis and the steps marketers can take to shift toward a path of success and build deeper, more immersive relationships with their mobile users.
Josh Todd's presentation from Apps World North America in May 2016.
Beyond DAUs and MAUs, 3 Key Levers to Understanding User Engagement For Your ...CleverTap
-Understand how better user engagement and retention drives long-term revenue growth and higher customer lifetime value.
-Learn how to build successful engagement and retention campaigns using the AIC Framework.
-Learn the Acknowledgment – Interest – Conversion (AIC) Customer Engagement and Retention framework
Customer engagement, customer experience and customer advocacy insights to fuel your engagement strategy.
As an overall industry, ATV and UTV OEMs have just scratched the surface of successful customer engagement; this report identifies strategic opportunities for brands to take the lead.
Presenting our growth series webinars to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond.
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-Ignite user engagement with insider tips on making the most of your Google App Campaigns.
What Email Marketers Need to Know in 2020CleverTap
Email delivers the highest ROI of all marketing channels: $1 invested in email generates $40 in ROI.
In this SlideShare, learn how to:
Top priorities of email marketers in 2020
How to take email personalization to the next level
Technologies needed to coordinate email campaigns with mobile messaging channels
Best practices in email deliverability
Industry-wide use cases disrupting the way email is used for growth and retention
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Taking a Strategic Approach to Mobile App RemarketingJim Nichols
Remarketing is the fastest growing arena of mobile app marketing. On our platform, for example, the volume of remarketing activity has increased more than 800% in the past year. It’s time you and your app had a robust remarketing strategy and plan in place, to maximize your revenue and nail your KPIs. This paper is designed to:
• Identify the underlying forces contributing to this important trend
• Outline the remarketing opportunity for mobile app marketers
• Present a framework for strategic remarketing planning and
execution
While a standardised sales methodology has been proven effective, depending on your customer, it is best to nuance your process in order to suit each individual client.
The following tips are meant to serve only as general guidelines to approaching your clientele.
What is Mobile App Retargeting and Why Should You Care?Jim Nichols
Lots of people have been asking questions about the ins and outs of mobile app retargeting, remarketing and re-engagement. This short explanation is designed to help clarify some of the basic questions people have about this important and fast-growing marketing tactic.
Best methods to improve app engagement & user retentionFugenX
With the benefits of the small platform, the mobile app industry has exceeded our expectations and many sectors have changed their approach to the mobile-centric market. With the growing growth of the mobile app industry, every business is moving towards smartphones for success.
As of June 2014, Apple announced there were 1.2 million apps available to download in their iOS app store. In such a crowded and growing marketplace it’s hard for apps to stand out. Hundreds of thousands of apps remain buried in the depths of the App Store, unused, un-downloaded and unloved.
Everyone wants to be the next Uber, Instagram or Candy Crush.
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Part of their secret is creating a great product that is integrated into the lives of its users.
But, what a lot of people forget is how difficult it can be to find & acquire loyal app users. We believe that’s the second half of the secret.
While there’s no specific formula for success, we’ve created a guide for successfully marketing your mobile app.
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Using Cohort Analysis to Boost Mobile App RetentionCleverTap
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Phân đoạn thị trường từ phân tích RFM
1. A Quick Start Guide to
Automated Segmentation
with RFM Analysis
2. Table of Contents
B. WHY SHOULD YOU CARE? 6
C. LET’S GET STARTED 7
F. USE SEGMENTTRANSITIONS TO MONITOR SUCCESS 20
G. NEXT STEPS 20
CHALLENGE: HOW DO I MAKE SURE MY MOST ENGAGED USERS REMAIN HOOKED ON MYAPP? 8
1. CHAMPIONS (POWER USERS) 8
2. LOYAL CUSTOMERS (HAPPY CAMPERS) 9
3. POTENTIAL LOYALISTS (BECOMING MORE ENGAGED) 10
CHALLENGE: HOW DO I ENCOURAGE REPEAT PURCHASE/CONVERSION? 11
4. NEW CUSTOMERS (BRAND NEW USERS) 11
5. PROMISING (SHOWING INTEREST) 12
6. NEEDS ATTENTION (AVERAGE USAGE) 13
CHALLENGE: HOW DO I ENSURE THAT I DON’T LOSE MY USERS? 14
7. ABOUTTO SLEEP (OCCASIONALVISITORS) 14
8. CANNOT LOSE THEM (FORMER POWER USERS) 15
9. AT RISK (FORMERLYACTIVE USERS) 16
10. HIBERNATING (INACTIVE USERS) 17
D. USE REACHABILITY METRICS TO ENGAGE USERS ON THE RIGHT CHANNEL 18
E. SUMMARY GRID 19
A. WHAT IS AUTOMATED SEGMENTATION? 3
3. CleverTap’s Automated Segmentation leverages RFM (Recency, Frequency, Monetary Value) Analysis to take the
guesswork out of creating user groups. It analyzes your user base to create 10 specific user groups, so you can:
A. WHAT IS AUTOMATED SEGMENTATION?
No matter what type of app you have, every
single one of your users is unique — and each
one will react differently to your marketing
campaigns. So how can you tailor your
marketing efforts to reach the right audience?
Smart marketing campaigns require smart
segmentation that goes beyond simple
demographics. By filtering your users
by activity and behavior, you can create
personalized content that resonates with each
one.
You can see what you’re doing right to engage
one group, and what you can do to more
effectively connect with others.
And with automated segmentation, you can
do it with the click of a button. If you’re new to
mobile marketing automation, you’re sure to
have questions about user segmentation.
What types of user groups should mobile
marketers create? Are there industry
standards? What engagement strategies are
most effective for each segment?
This guide will walk you
through each automated user
segment and offer campaign
ideas to successfully engage
each one.
Send personalized,
targeted messages
to every user
Monitor the health
of your user base
and track trends
Improve response
and conversion
rates
Increase retention,
revenue, and ROI
3 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
4. AI-powered technique that automatically calculates user activity
for key events in your app.
— AUTOMATED SEGMENTATION —
For a travel app, it could be
the number of bookings for hotels and flights.
For a media/OTT app, it could be
the number of times users viewed or shared content.
4 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
5. Automated segmentation measures how many times a user performs that event to determine frequency,
and the last time they performed the event to determine recency.
For a food delivery app, it could be
the number of orders placed.
Those two factors are used to divide your user base into segments on the RFM grid,
with the most active users in the top-right quadrant and the least active users in the lower-left quadrant.
5 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
6. Business Challenge
Which are the pertinent user segments
within Automated Segmentation?
HOW DO I MAKE SURE MY MOST ENGAGED USERS
REMAIN HOOKED ON MYAPP?
1. Champions
2. Loyal customers
3. Potential Loyalists
B. WHY SHOULD YOU CARE?
If you are not addressing these problems in your app today, you are
risking your customer engagement efforts.
USE MONETARYVALUE OF RFM TO ALLOCATE MARKETING SPEND
The RFM analysis assigns a monetary value to each segment that will help you attach a quantifiable value to your
segments. Attributing the right monetary value to each segment will allow you to quickly identify your high value
customers and re-engage customers that are about to churn.
Under the Monetary Value (M) score, RFM segmentation gives an aggregate value such as purchases,
readership, or subscriptions for each customer segment.
For example, Champions = $80, Cannot Lose Them = $67 and Hibernating = $39.
This helps you understand where is your highest value and what will be the marginal utility of every segment.
HOW DO I ENCOURAGE REPEAT
PURCHASES/CONVERSIONS?
4. New Customers
5. Promising
6. Need Attention
HOW DO I ENSURE THAT
I DON’T LOSE THESE USERS?
7. About To Sleep
8. Cannot Lose Them
9. At Risk
10. Hibernating
6 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
7. In this section, we go over some practical
recommendations on how to effectively engage your
customers for each segment in the RFM grid.
C. LET’S GET STARTED
7 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
8. 1. CHAMPIONS (POWER USERS)
— HIGHEST RECENCY, HIGHEST FREQUENCY SCORE —
As the biggest advocates of your product,
incentivize these users to invite their friends.
WHAT
These users are your most active
users. They have the highest
recency and frequency scores.
These users love engaging with
your app and have incorporated it
into their personal habits.
Your Champions are the ideal segment to
test a new product feature or promotional
campaign.
CHALLENGE: HOW DO I MAKE SURE MY MOST ENGAGED USERS REMAIN HOOKED ON MYAPP?
HOWTO MEASURE SUCCESS
We recommend saving this
segment of users and then tracking
how many tested a new product
feature with ‘Feature Used’ event
property.
WHY
As a marketer, this segment
likely drives the most
conversions on your app
and you need to ensure that
your app stays an integral
part of their lives.
HOW - ENGAGEMENT CAMPAIGNS
8 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
9. 2. LOYAL CUSTOMERS (HAPPY CAMPERS)
— HIGH RECENCY, HIGH FREQUENCY SCORE —
Ask this user segment to rate your app in
order to improve your app store rankings.
WHAT
These users have
highest frequency of
use with strong recency.
Healthy users who use
your app frequently, but
aren’t as active as your
champions.
Send in-app messages to engage these
users with personalized content or product
updates.
CHALLENGE: HOW DO I MAKE SURE MY MOST ENGAGED USERS REMAIN HOOKED ON MYAPP?
HOWTO MEASURE SUCCESS
To monitor the progress of this segment, track the
‘Rate the app’ call-to-action button with an event
called ‘app rating’ to measure the number of times
users clicked on it. You can even measure the number
of times they performed critical events in your app
such as App Launched and Notification Clicked to see
how many users engage with your in-app messages.
WHY
This user segment
is ideal to explore
upsell opportunities
and spread word
of mouth for your
business.
HOW - ENGAGEMENT CAMPAIGNS
9 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
10. 3. POTENTIAL LOYALISTS (BECOMING MORE ENGAGED)
— HIGH RECENCY, AVERAGE FREQUENCY SCORE —
Offer a promotional loyalty card
to this segment.
WHAT
These users have
shown a recent uptick
in engagement, and
are primed to become
loyal customers or
champions.
Send related product recommendations
based on their purchase history.
CHALLENGE: HOW DO I MAKE SURE MY MOST ENGAGED USERS REMAIN HOOKED ON MYAPP?
HOWTO MEASURE SUCCESS
Use CleverTap’s Funnels to help measure conversions
for a series of events such as ‘Signup,’ ‘Initiate
Rewards Program,’ and ‘Complete Rewards Program’
for a given user segment. Analyze whether the
users in this segment click on a promotional push
notification, come back to the app and make a
purchase.
WHY
This user segment
is likely to be
receptive to product
recommendations,
or sign up for loyalty
programs.
HOW - ENGAGEMENT CAMPAIGNS
10 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
11. CHALLENGE: HOW DO I ENCOURAGE REPEAT PURCHASES/CONVERSIONS?
4. NEW CUSTOMERS (BRAND NEW USERS)
— HIGH RECENCY, LOWEST FREQUENCY SCORE —
Send a welcome offer to incentivize them
to explore your app.
WHAT
These are
users who have
recently launched
your app for the
first time ever.
HOWTO MEASURE SUCCESS
A great way to ensure that new customers keep coming
back to your app is by optimizing their onboarding
experience. Use CleverTap’s Flows to see how users
navigate through your app for an event such as ‘Product
viewed’ and ‘Welcome offer applied’ while exploring
your app to see exactly when they convert, or what
actions they perform before they drop off.
WHY
These users are
strong candidates to
encourage repeat use.
Show them the wow
factors of your app.
HOW - ENGAGEMENT CAMPAIGNS
Share pro tips so they visit the app more
frequently and quickly move towards
becoming potential loyalists.
11 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
12. CHALLENGE: HOW DO I ENCOURAGE REPEAT PURCHASES/CONVERSIONS?
5. PROMISING (SHOWING INTEREST)
— HIGH RECENCY, LOW FREQUENCY SCORE —
WHAT
These users have shown
recent interest in your
app, but haven’t yet made
it a frequent part of their
daily lives.
HOWTO MEASURE SUCCESS
Use Retention Cohorts to track the
progress of this segment to analyze how
engagement campaigns encourage repeat
purchases. Track events such as ‘Category
viewed’ and ‘Add to cart’ to measure the
performance of your campaigns.
WHY
This user segment offers
untapped opportunity
to drive more future
purchases.
Send push notifications with relevant deep links
that lead them straight into a page of interest in
your app.
HOW - ENGAGEMENT CAMPAIGNS
Cross-sell these users on a related product
or feature to motivate them to upgrade to a
paid subscription so they have reasons to
visit more frequently.
12 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
13. 6. NEEDS ATTENTION (AVERAGE USAGE)
— AVERAGE RECENCY, AVERAGE FREQUENCY SCORE —
Engage in one-on-one dialogue with users by
running a push notification campaign asking
them to give feedback on your app.
WHAT
These users are on the
fence, representing an
opportunity to engage
before they lose interest.
Enable free shipping or a limited-time
upgrade offer for this user segment to let
them know you are actively thinking of
improving their app experience.
CHALLENGE: HOW DO I ENCOURAGE REPEAT PURCHASES/CONVERSIONS?
HOWTO MEASURE SUCCESS
Use campaign tracking metrics to track click
through and open rates to measure this segment’s
progress. The metric ‘Influenced Conversion Rate’
on the CleverTap campaign stats page can be
a great way to identify how many users clicked
on a push notification and then went on to give
feedback with the ‘Review this app’ call-to-action.
WHY
This user segment
comprises mostly of
impulsive or one-
time buyers who are
influenced by time-
sensitive offers and
discounts.
HOW - ENGAGEMENT CAMPAIGNS
13 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
14. CHALLENGE: HOW DO I ENSURE THAT I DON’T LOSE MY USERS?
7. ABOUTTO SLEEP (OCCASIONALVISITORS)
— AVERAGE RECENCY, LOW FREQUENCY SCORE —
Send a personalized product
recommendation.
WHAT
These users visit now and
then, but may slip away if
not engaged with.
HOWTO MEASURE SUCCESS
Use the events ‘Notification Clicked’ and
‘Shop Now’ to track the number of users that
click on your product recommendations. Use
‘UTM Visited’ if it’s an external campaign link.
WHY
Remind them of your
app’s value to encourage
them to come back to the
app.
HOW - ENGAGEMENT CAMPAIGNS
Invite them to access
exclusive features or content.
14 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
15. CHALLENGE: HOW DO I ENSURE THAT I DON’T LOSE MY USERS?
8. CANNOT LOSE THEM (FORMER POWER USERS)
— LOW RECENCY, HIGHEST FREQUENCY SCORE —
Send a survey to find out if they didn’t return
due to a bad experience, and use this
opportunity to address user concerns.
WHAT
These users used to
be highly active in
your app, but haven’t
shown much recent
activity.
HOWTO MEASURE SUCCESS
Analyze the number of users that
perform the events ‘Take the survey’
and ‘Completed survey’ to measure the
effectiveness of your campaign.
WHY
These users are strong candidates
to re-engage since they understand
your brand and app well. Reach
out to these users to learn what
changed and try to win them back.
HOW - ENGAGEMENT CAMPAIGNS
Share a personalized product or feature
update based on previous purchases or
content activity.
15 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
16. CHALLENGE: HOW DO I ENSURE THAT I DON’T LOSE MY USERS?
9. AT RISK (FORMERLYACTIVE USERS)
— LOW RECENCY, AVERAGE FREQUENCY SCORE —
Offer a discount or exclusive content so users
can see your app’s latest improvements.
WHAT
These users used to be
active, but have shown a
drop-off in recent activity.
HOWTO MEASURE SUCCESS
Since this segment used to be active
previously, save this segment of users and
compare their previous activity to their
current activity to track progress.
WHY
Users in this segment
have transacted in the
past but have gone cold
with inactivity.
HOW - ENGAGEMENT CAMPAIGNS
Send an update on their connections (friends
and family) that have joined your app since
they last visited.
16 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
17. CHALLENGE: HOW DO I ENSURE THAT I DON’T LOSE MY USERS?
10. HIBERNATING (INACTIVE USERS)
— LOWEST RECENCY, LOWEST FREQUENCY SCORE —
Send a text message with a reactivation offer
to win them back.
WHAT
They are no longer active
on your app, have low
reachability, and are in
danger of uninstalling.
HOWTO MEASURE SUCCESS
Measure the event ‘App Launched’ and ‘Offer
applied’ to track the progress of your campaign.
Use A/B tests to improve the copy of your
messages for sub-segments of hibernating users
to further optimize campaign performance.
WHY
These dormant users
require an aggressive
strategy to reactivate
them.
HOW - ENGAGEMENT CAMPAIGNS
Share new features or content added since
their last session.
17 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
18. D. USE REACHABILITY METRICS TO ENGAGE USERS
ON THE RIGHT CHANNEL
Once you have identified segments that you
want to engage, you want to make sure you
reach them on the right channel. When you click
on each segment on the RFM grid, you will see
reachability metrics across channels such as
mobile push, email, SMS and web push.
For example, for Champions in the above
grid, reachability on mobile push is at 92% as
compared to 53% on email. So it’s likely that
a push campaign will be the most effective
channel to engage Champion users.
Reachability brings out each
segment’s unique engagement
preferences to help prioritize
your marketing channels and
adapt your messaging to user
preferences.
18 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
19. Customer
Segment
RFM
Segment
Activity Actionable Tip
E. SUMMARY GRID
POWER USERS Champions
Bought recently, buy often and
spend the most!
Reward these users. They can be early
adopters for new products and will
likely promote your brand.
HAPPY CAMPERS
Loyal
Customers
Spend good money often and
responsive to promotions.
Upsell higher value products. Ask for
reviews. Keep them engaged.
BECOMING
MORE ENGAGED
Potential
Loyalists
Recent customers, but spent a good
amount and bought more than once.
Offer membership / loyalty program,
recommend other products.
BRAND NEW
USERS
New
Customers
Bought most recently, but not often.
Provide onboarding support, give
them early success, start building
relationship.
SHOWING
INTEREST
Promising
Recent shoppers, but haven’t spent
much.
Create brand awareness, offer free
trials.
AVERAGE
USAGE
Need
Attention
Above average recency, frequency
and monetary values. May not have
bought very recently though.
Make limited-time offers and
personalized recommendations based
on past purchases to reactivate them.
FORMER
POWER USERS
Cannot
Lose Them
Made biggest purchases, and often.
But haven’t returned for a long time.
Win them back via renewals or
newer products, don’t lose them to
competition, talk to them.
FORMERLY
ACTIVE USERS
At Risk
Engaged with your app and
purchased often, but not for awhile.
Time to bring them back!
Send personalized emails to
reconnect, offer renewals, provide
helpful resources.
INACTIVE
USERS
Hibernating
Last purchase was long ago. Low
spenders and low number of orders.
Offer other relevant products and
special discounts. Recreate brand
value.
OCCASIONAL
VISITORS
About
To Sleep
Below average recency, frequency
and monetary values. Will lose them
if not reactivated.
Share valuable resources, recommend
popular products / renewals at
discount, reconnect with them.
19 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS
20. G. NEXT STEPS
Automated segmentation is a proven method for improving your marketing campaign performance. You can focus
on your most responsive users without over messaging them. And you can encourage low-activity users to engage
with your app more frequently through personalized campaigns.
F. USE SEGMENTTRANSITIONS TO MONITOR SUCCESS
Once you’ve got some
engagement campaigns
up and running, you’ll
be eager to see their
success.
Segment Transitions is
a new visualization tool
that reveals how your
segments are changing.
For instance, let’s say
you have a lot of at risk
customers coming from
the new customers segment. This tells you that most of your new customers are becoming inactive on your app
and that you can improve your onboarding experience to avoid this situation in the future. You’ll get to see the
direct impact your campaigns have on the growth of your user base. Stay tuned for a comprehensive guide on
Transitions coming soon!
NEED FURTHER
ASSISTANCE? CONTACT
OUR SUPPORT TEAM.
LIKE WHAT YOU SEE?
CONTACT US TO SCHEDULE
A DEMO.
20 A QUICK START GUIDE TO AUTOMATED SEGMENTATION WITH RFM ANALYSIS