Presenting our growth series to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond. Customer Acquisition Key learnings: -Discover the top acquisition channels that are driving real growth right now. -Find out where successful growth leaders are investing acquisition resources for optimal ROI.

1. Learn the Growth Secrets Driving Success
for Today’s Winning Brands

2. Customer Acquisition

3. The top acquisition channels that are driving real growth right
You’ll learn about…
Where successful growth leaders are investing acquisition resources for optimal ROI

4. Simon Baptist
Director, Business
Development, EMEA
Lomit Patel
Vice President of Growth
Bestselling author of Lean AI

5. Top Acquisition
Strategies Driving
Growth in 2020

6. Agenda
● Introduction
● An overview of trends in the market
● Top paid acquisition channels in 2020
● Organic acquisition channels in 2020
● Content & flow for your acquisition
● Actionable Steps
● Q&A

7. Over 50,000 of the world's top apps run Branch
throughout their marketing stack
The Mobile Growth Platform
$
330M 12 400+
Branch Stats

8. Our Mission
Seamless user experiences and measurement
across all platforms and channels.
As simple as the web used to be.

9. Branch is the center of your mobile tech stack
Data
Warehouse

10. 2020: A Year of Change

12. Acquisition is an Infinite Game

13. How many Paid channels are the top
apps using for Acquisition?

14. How many Paid channels are the top apps using?
Top Brands Growth Brands
Channels on an average used with
more than 5% contribution per
channel acquisition
Insights based on 200Mn Acquisitions across APAC
Channels on an average used with
more than 5% contribution per
channel acquisition
4-6 8-10

15. Dominant Channels
Insights based on 200Mn Acquisitions across APAC

16. How many organic channels are the top
apps using for Acquisition?

17. How many organic channels are the top apps using?
Top Brands Growth Brands
3-4 Channels on an average
Insights based on 200Mn Acquisitions across APAC
Channels on an average
4-6 3-4

18. Which are these organic channels?
Insights based on 200Mn Acquisitions across APAC

19. Organic Strategies

20. Leverage Web to
App Conversions

21. Use banners to bring customers to your app
Targeting traffic from
high-volume referral sources
Welcome message
for a new visitor
Customized message
for a referral
Stronger messaging for
repeat visitors
Basic top banner
(works on AMP too!)

22. HiPages
User is
displayed a
full page
interstitial
on the
mWeb to
download
the app
User is
then
taken to
the app
store to
download
the app

23. More advanced banners lead to improved results

24. TripActions | Desktop → App

25. Optus | Desktop → App
Optus created a custom
desktop landing page with a
TMTA feature.

26. Singlife | O2O with QR Codes

27. From a single starting point, users should be able to leap straight into pertinent
content and experiences.
App to App Sharing

28. Email
Testbook’s Email Journey

29. Shopback | Referrals

30. Shopback | Customised onboarding for Referrals

31. Fix broken user flows
Director of Product
Management,
Mobile Apps,
Walgreens

32. Rethinking SEO
● Users who perform a search query already show high intent and interest
● Merely guessing which keywords to include in your app in order to rank on mobile is no longer enough
● Rather, come up with topics based on user intent and use it down the funnel

33. Rethinking SEO
Google: “fennel” Health Benefits, Recipes,
Seeds

34. ASO: It’s Not Just About Keywords
● 65% of users download apps as a result of searching in the app store
● The traffic that search delivers is still important
● ASO strategy is now more important than ever before; and it doesn’t only refer to
keywords, it also entails optimizing visual assets, doing proper localization, and
updating your app page for holiday seasons or special events

35. Demonstrate value at every step
● Choose screenshots that clearly communicate the purpose of your app, and that show user accomplishments and
moments of delight

36. Create a Connected Experience

37. Lean AI
The Secret to App
Growth

38. Got
Budget?
Still always a challenge to spend it efficiently.

39. Breaking
through
the Clutter
UA continues to get harder everyday with more people tuning out ads.

40. Old
Way
Spray and Pray (Garbage in = Garbage out)

41. New
Way
Good customer data with better attribution
Leverage Google, Facebook and other platforms AI capabilities

42. Smart
Way
AI and Data in real time with an intelligent machine
Holistic view on the channel mix

43. The world is virtual. The feels are real.
• Over 7 million people each month
• Top 3 Grossing Social App
• An average of 55 minutes per day

44. Intelligent Machine
Inputs
• Bids
• Budgets
• Creative
• Goals
• Strategy
AI & ML Outputs
• Goals Met
• Audience Insights
• Creative Insights
Opportunity to automate “key levers” + volume of “experiments”

45. IMVU: Intelligent Machine
Inputs AI & ML Outputs
Leveraging AI capabilities’ split tests key variables
across audiences and channels
AI
ML
Artificial
Intelligence
Machine
Learning
Intelligently (& rapidly)
testing bids, budgets,
creative variants
Learns the
audience
demographic
& uncovers new
opportunities:
“creative that
finds people.”

46. AI Drives Retention and Better LTV
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47. Intelligent Machine Outcome
Inputs
Finding a higher gear
Old Way New Way Smart Way (AI)
ROAS
CAC
CAC
ROAS
3x

48. The Future
Is the
Lean AI

49. Order Now
www.theleanai.com

50. Thank you!
marketing@clevertap.com