76% of Americans used mobile devices to make purchases in 2016. Stay ahead of the curve with cutting-edge marketing strategies from leading mobile marketers of 2017. With this webinar, dive deep into how to develop successful holiday engagement campaigns with Adjust and CleverTap. Find out more about CleverTap by clicking here: www.clevertap.com

1. Engagement Strategies for Holiday
Insights from Adjust and CleverTap, November 2017

2. • Kara Dake
• VP Growth & Partnerships at
• CleverTap
• Almitra Karnick
• Head of Marketing at
• CleverTap
Introductions
• Justin Feinman
• Team Lead
• Technical Account Management

3. Today’s Agenda
Top of the Funnel
Engagement Strategies
With Adjust.
Post-Install Engagement
Strategies
With CleverTap.
Tying it all Together with
Re-Targeting & Re-
Marketing

4. Mobile Outlook for Holiday
used mobile devices for
holiday shopping in 201676%of Americans
Mobile apps specifically have an 81% abandonment rate, with
more than $4 trillion in merchandise is left in shopping carts every year.

5. About Adjust
Attribution Analytics App Store Insights

6. About Adjust

7. Everything in one place
Behavioral Analytics User Engagement
With CleverTap, you can manage

8. A complete solution for understanding what your users do in your App, then engaging with them on any
marketing channel to move the metrics that matter to your business
Track Segment Engage Measure
What is CleverTap

9. Trusted by Big Brands
4000
CUSTOMERS
1 billion
DEVICES REACHED
55 billion
EVENTS PROCESSED PER MONTH
10 billion
MESSAGES SENT PER MONTH

10. Rich User Profiles
• Track every user, logged-in or not
Events Tracking and Trends
• Track user activity in real-time
Funnels & Cohorts
• Find out user drop-offs
• View retention cohorts
Pivots
• Compare data across multiple properties
Flows
• View exactly how your users flow through your app
Attribution
• Optimize your campaign spends across channels
Uninstall Tracking
• Track and analyze app uninstalls
Omni Channel Marketing
• Engage with push notifications, sms, emails, remarketing
campaigns, trigger workflows and much more
Understand and segment your users better

11. Engage and Measure the effectiveness of your campaigns
Personalize messages based on who they are, or what they’ve done
Push Notifications
In-App Notifications
Email Messages
Web Notifications
Browser Push notifications
Facebook Remarketing

12. Top of the Funnel Engagement
Strategies for Holiday

13. Mobile attribution gives you insights into your
best performing channels
- Track every channel
- Know the source of every user
Holiday specific behavioral uses cases:
- Large increase in spend for e-commerce
customers specifically around holidays
- Large increase in device activation during
Christmas for gaming companies
Holiday Engagement
Strategy Use Cases

14. - Very common during holiday season
- Click-spamming → trying to highjack organic users
- Granularity of Adjust data
- Optimization
Best practices to reduce the Fraud potential:
→ Check channels which are too good to be true
→ Monitor traffic patterns
→ Get granular
→ Diversify your portfolio
Mobile Ad Fraud

15. - Build the audiences you need and begin
targeting them immediately and effectively
- Segment users based on events, users,
country, device, os etc.
- Build exclusion list to avoid paying for
existing users
- Target and acquire new users without
targeting existing ones
- Ability to pass the list directly to your
network
Audience Builder

16. Compare last year’s traffic
Analyze organic vs paid
Look at the performance of the channels
you’ve used in the past and look for trends
Analyze the LTV of your users
Work with your ad networks to ensure quality
traffic (e.g. sub publishers)
Best Practices for Holiday
Engagement Strategy :

17. Post-Install Engagement &
Retention Strategies for
Holiday

18. Strategies to increase engagement and conversions
for holiday

19. Use rich user profiles to find out more about the user
ANALYZE

20. ANALYZE
Use funnels and pivots to track user flows and drop offs for your campaign

21. SEGMENT
Use live-user segments to
segment the users based on
past behavior or time the item is
left in the cart (golden window
of opportunity)

22. SEGMENT
Adapt your mobile push
notifications to include
location-specific information.

23. ENGAGE
Develop engagement campaigns by channel to meet your holiday customers where they are at

24. MEASURE
Evaluate how marketing and product efforts are driving growth and KPI’s

25. Push Notification
45% of users opt in to receive push notifications.
• Send reminders to new users
• Target user drop offs
• Send booking reminder messages
• Re-engage lapsed users
• Make these messages timely, personalized and
contextual

26. SMS
Text message have 99% open rate
SMS marketing has the highest click through rate (CTR) of
hyperlinks (6.16%),
Craft a strong value proposition and clear call-to-
action
Prominently position the SMS opt in message
across your digital platform – website, email,
social media channels, and mobile websites
1
2

27. Use for “Drip Marketing” Welcome Campaigns,
Achievements and badges, and cross-promotion cards.
In-app messaging shows up for a limited amount of time
(15 seconds), so you need to keep it short and sweet.
In-app
Use the messaging to make your app feel dynamic and
highlight new features and offerings

28. Email Marketing
Average open rate for all industries was 21.73% and the average click-through
rate was 3.57%.
Boost loyalty
Win people back
Turn website visitors into
customers
Recover abandoned carts
Personalize product
recommendations

29. Tying it all Together with Re-Targeting
& Re-Marketing

30. → Figure out the channels which are bringing your quality
users
→ Answer the following questions:
• How much did a user spend when they came back
into the app?
• Did the user just buy one particular product or did
they buy multiple products?
• What was the overall cart or basket value?
→ Use your event tracking for retargeting
E.g. Level 2 completion after level 1 drop-off (Gaming)
→ Diversification of channels
→ Granularity of the data to spec out fraudulent data
Retargeting & Re-Engagement

31. - Allows marketers to bring users to specific
content within the app
- Better user experience + Improves your
conversion rates
- Adjust supports deferred deeplinking
User opens another app
and is targeted by a
personalized ad
User clicks and is deep
linked back to the app to
complete a purchase
Deferred deep links
Direct users to content even if the app isn’t installed at the time of
click. The link will first redirect to the Apple or Google Play Store to
download the app, and then take the user to the specific
“deferred” content immediately after first launch.
Deep links

32. Questions?

33. The Mobile Measurement Company 33
adjust.com /request-a-demo
Find out why more mobile marketers choose Adjust
Measure the performance of every campaign
Make smarter marketing decisions with the full picture
Boost your retention rate

34. Product needs analytics. Marketing needs engagement.
Growing Businesses need Both.
Interested in learning how to manage
your growth marketing funnel?
Schedule a Demo
or contact sales@clevertap.com