Hear from Madeleine Want at Upday on how they are organized around mobile, the biggest mobile challenges they currently face, how they are using the Localytics platform to help address those challenges, and what their big plans are for 2017.

1. #engagefenway
engage or bust
Madeleine Want
Product Owner: upday GmbH
#engagefenway

2. #engagefenway
• what is upday?
• engagement for loyalty
• analytics for insight
• targeting for revenue
What does success look like?

3. #engagefenway
upday tells you what you need
to know
and learns
what you want to know

4. #engagefenway
• content: Axel Springer
– europe’s largest publishing house
• channel: Samsung
– world’s largest mobile manufacturer
a partnership

5. #engagefenway
Germany
Poland
United Kingdom
France

6. #engagefenway
a unique situation…
no legacy code
guaranteed user base
0 – 2mil AU in 60 days
adoption demands
stakeholder demands
engagement demands

7. #engagefenway
a unique situation…
no legacy code
guaranteed user base
0 – 2mil AU in 60 days
adoption demands
stakeholder demands
engagement demands
... requires a customised strategy

8. #engagefenway
1. engagement for
loyalty
2. analytics for
insight
3. targeting for
revenue

9. #engagefenway
target group 1.6m users
audience 44k users
channel In-App
conversion 2.5%
Loyalty: personalising content

10. #engagefenway
Loyalty: personalising content
among converted users:
before after
swipes 153 283 +85%
inventory 109 204 +87%
sessions 7 10 +30%

11. #engagefenway
Loyalty: personalising content
among converted users:
+20% inventory increase against all users
before after
swipes 153 283 +85%
inventory 109 204 +87%
sessions 7 10 +30%

12. #engagefenway
an average upday user
30 min / month
150 swipes / month
Insights: understanding users

13. #engagefenway
audience a)
early churners
audience b)
power users
Insights: understanding users

14. #engagefenway
early churner power user
26% 78%
18-34 34+
heavily male heavily male
non-parents non-parents
Insights: understanding users

15. #engagefenway
drivers: mobile news consumption

16. #engagefenway
Segmentation: driving revenue
all users
location, language
gender, age
standard
DMP data

17. #engagefenway
Segmentation: driving revenue
all users
location, language
gender, age
standard
DMP data
interests
consumption upday
advantage

18. #engagefenway
Segmentation: driving revenue

19. #engagefenway
Segmentation: driving revenue
all users
location, language
gender, age
interests
consumption +5%
3-4%
1-2%
0.5%
0.1%

20. #engagefenway
THANK YOU
Contact me at madeleine@upday.com
#engagefenway