Hear from Rainer Leeb at SoundHound on how their companies and teams 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.
2. #engagefenway
Growth as more than just a function within
the company, but as a framework for the
business.
Marketing
Product
UX
Engineering…
...everyone thinking about the various
factors that go into growth...
Acquiring new users
Retaining existing users
Viral feedback thru sharing.
By the numbers:
- 300+ million users
- 200+ countries
- 25 languages
- 100k new downloads daily
- 750k songs streamed daily
- 150k videos streamed daily
3. #engagefenway
SoundHound
The most immersive
Music Search and
Player experience on
mobile
Hound
A hands-free voice
search & assistant to
quickly get what you
want
Houndify
Build smart voice
interfaces for your
apps & devices using
our API
4. #engagefenway
• Approach
– Grow loyal user base with engaging new features
– Increase referral traffic from power users
– Optimize visibility for global organic traffic
• KPIs
– Power User Loyalty
– WAU
– Downloads
SoundHound – Global Reach
5. #engagefenway
Getting onboarding with push right:
Behavioral segmentation.
User’s
Personal
View
D1 to user
with no visit to
History Page
Segment Notify Convert Educate
Clicks 12%
Conversions 20%,
92% lift over control
Follow-up with
targeted message
7. #engagefenway
Post-onboarding retention strategy:
Automation & Testing at Scale
Profile Attributes
Use 50+ attributes for
segmentation & targeting
Frequency Capping
Rate limit automated campaigns
Control Groups
Holdout 5% of audience to
measure impact
8. #engagefenway
• Approach
– Structure in the lifecycle funnel
– Convert organic & paid users
– Keep regular users informed & engaged
• KPIs
– Day 1 retention
– WAU
– CPI
Hound App – Early Lifecycle
10. #engagefenway
Leveraging existing install base to
launch and grow a new product.
HOUND installed on deviceNo HOUND installed on device No HOUND usage last 7d,
UBER installed on device
No HOUND usage last 7d,
No UBER installed on device
16% attribution rate of newly acquired
Hound users at launch week (Branch +
Localytics)
6% of weekly active users come from
Facebook Remarketing
11. #engagefenway
Optimizing response rates with
segmentation and A/B testing.
Test Winner Loser Conversion Lift
Push Copy Detailed Generic 42%
Recency of
Engagement
Active 30d Active 31-60d 177%
Push
Engagement
Opened Push
L30d
Push Enabled 55%
Talk track:
Mobile is forcing a reckoning between marketers and their customers; an engagement crisis.
Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social.
Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
