Key learnings: -Using advanced analytics to uncover monetization opportunities -Types of campaigns you should automate to drive engagement and save you time -Lifecycle optimization to take you from activation to repeat purchase -Tap into dormant and churned users for new monetization opportunities

1. Lessons in
Monetization

2. In this 3-day Growth Series
Masterclass, you’ll learn:
● The Marketing Mix model: maximizing growth marketing channels vs. optimizing budget
● How to increase your app’s visibility and boost organic downloads
● How to drive analytics to improve engagement and fuel monetization
These top growth professionals will address the challenges they’re overcoming
and the strategies they’re using to succeed

3. Day 3
● Using advanced analytics to uncover
monetization opportunities
● Use advanced analytics to uncover
monetization opportunities
● Types of campaigns you should
automate to drive engagement and save
you time
● Lifecycle optimization to take you from
activation to repeat purchase
Key Learnings:
Engagement,
Retention and
Monetization
Supercharge retention and turn
your super fans into brand advocates
by pairing real-time analytics with
personalized engagement
campaigns.

4. Meenakshi Ganesh
Director, Customer Success (APAC)
CleverTap
Aditya Chintawar
VP of Product Management
Koinworks

5. How to manage User
Lifecycle Engagement
to drive Retention and
Monetization
Aditya Chintawar
VP of Product Management
Koinworks

6. Monetization
Basics & Models

7. A business is a repeatable process that makes
money. Everything else is a hobby.
Paul Freet
Commercialisation Expert

8. Customer engagement is the ongoing interactions between company
and customer, offered by the company BUT chosen
by the customer.
Product Purchase:
● A user is a person who uses your product, mostly at no charge
● A customer, on the other hand, is a person who pays.
Differentiation:
● Their motivations are different
● Their abilities are different
● The situations are entirely different
Who owns the user/customer is the next logical question?
Marketing or Product?
Product stage?
& User Definition

9. Model(s)

10. Model(s)

12. RFM Segmentation
& Analysis

13. Actionable
Campaigns to drive
Engagement & Save
Time

14. Key to successful Engagement, Retention
& Monetization:
● Tracking capability - majority of the misses!
● Analytics - what to measure?
● Robust Reporting - how to interpret?
● Automation & Triggers - when & where?
Few critical drivers to higher LTV:
● Day 1, Day 7, Day 30 retention - how well do you
retain customer?
● Session Length and Frequency - how well is your
customer engaged?
● Completion rate at important milestones - how likely
is your customer going to churn?
● Uninstall Rate - how many users abandoned you?
Behavior metrics
that have a +ve
correlation with
LTV

15. Welcome notifications
First impression is the last impression. You have
just one shot to impress new users and convince
them to come back depending upon your
uninstall rate!
Welcoming is a great way to make them feel like
they’re in for a good ride and they have made the
right decision choosing your app.
You need to ensure your welcome message sets
a personal and conversational tone and
highlights the key benefits of using your app i.e.
the value it brings to their daily life.
Onboarding Notifications
After you have welcomed your new users, start
onboarding them with automated push notifications to
ensure they complete your targeted onboarding steps i.e.
● completing their profile,
● setting their preferences,
● using key features in the app, etc.
Based on where they are in the user lifecycle, send out
messages that assist them in getting to the next step.
During the onboarding phase, you need to send
notifications frequently, at least once a day.
Onboarding Notifications

16. Personalized Onboarding
Journey
Boost your retention rate via personalizing the
onboarding for your users. The better they
understand what your app has to offer, the more
engaged they remain right from the point of
acquisition.
Based on the source the users have come from,
use deep linking to take them to a relevant piece
of page in the app.
While onboarding the player, only ask for
information that will help you create their custom
journey.
In-app conversion
notifications
Segment users that are most likely to convert and
recommend items they are most likely to purchase based
on their in-app activity and behavior.
Additionally, to encourage the first-time conversion, offer
users promotions,incentives or discounts
Onboarding Notifications

17. Gamification notifications
Gamification is an sure-fire way to boost app
engagement. Leverage gamifications like
● leaderboards,
● achievements, badges,
● daily login rewards, etc
Notifying users when they unlock any milestone is
a great way to hook the user’s interest again.
Loyalty and Thank you notifications
Reach out to your most active and loyal users offering them
rewards for being loyal or simply thanking them.
Create user segments based on different criteria like:
● Users with app lifetime of more than 6 months,
● Number of sessions greater than 25,
● Total purchases greater than $10, or
● Any other metric that defines a higher engagement
Update their user property with some loyalty status tag
which you can leverage within the app or outside the app
when providing customer support.
Reward Notifications

18. Gamification notifications
Gamification is an sure-fire way to boost app
engagement. Leverage gamifications like
● leaderboards,
● achievements, badges,
● daily login rewards, etc
Notifying users when they unlock any milestone is
a great way to hook the user’s interest again.
Reward users for referrals
Acquisition based reward - users get rewarded as
soon their friends install your app through their invites
Action based reward - the referred friend needs to
complete particular actions before he or she are
rewarded e.g. users get a reward when their referred
friend makes 1st transaction
Referral Notifications

19. App update notifications
Ensure every user updates the app from the app
or play store to get the maximum value.
Suggested Flow:
● Create a segment of users with
app_version older than the current one
and
● Send them daily or weekly reminders to
update
● The notification action should have an
Open URL action to open the app store or
play store
● Always avoid force updates!
Educate (Care) your users
Don’t overload new users by providing a tutorial that
educates them about each and every feature in the
app hoping they will remember everything. Provide
contextual tutorials and regular articles educating
them about your app.
Suggested Flow:
● Send text or video based content?
● Experiment basis the location, gender, time?
● Measure, Measure, Measure!
App based Notifications

20. Re-activation
Campaigns

21. Re-activation based Notifications
Reminder notifications
Tempt these users to come back to your app with
personalized & timeboxed offers and coupons.
Users only want to receive push notifications that are
relevant to them and offer some kind of value.
● Push notifications – alerts users of the latest update
or activity when the app is not running
● In-app notifications – notification center that alerts a
user of a new activity or update when they are within
the application
Remind them of what they have left behind or what
they were doing last.
● Incases of cart abandonment, send a reminder
notification & guide them to complete the
checkout
● Additionally, provide them with an incentive like
a 10% discount if they check out within an hour
Re-engage inactive users

22. Education driven Notifications
Make it personal with a
targeted new feature campaign
Re - Educate
your users
This is especially effective for young companies with a
product or business model pivot or launch of a SuperApp
Suggested strategies:
● Omnichannel campaign
● Super crisp copywriting
● Short Videos
● Feature Infographic
For active users - in-app announcements are one
of the most effective ways to increase
engagement with a new feature
● For inactive users - Implement an
omnichannel
● social and email campaign around your
feature updates

23. Emotional Notifications
Survey & Proactive
Customer Support
A Warm Goodbye!
User Offboarding
Analyze user data and identify churn pinpoints:
● What users experiences are causing churn?
● Verify if its an UX issue ?
● Survey issues post identification
● Start A/B testing to see if changing the flow
improves retention?
Segment the data and Inform the users that a
particular issue they have been facing has been
solved.
Counter-intuitive to think of a goodbye message as a
customer retention strategy? But in reality not all customers
are sure about their decision to leave.
A good user offboarding experience won’t save all users,
but for some users, it can provide just the right amount of
positive friction to avoid churn.
Create an offboarding flow that addresses common reasons
for churn with options:
● One-click access to a support team
● Option to downgrade for free
● Prompt for feedback
● Refund/Cancellation confirmation

24. Meenakshi Ganesh
Director, Customer Success (APAC)
CleverTap
Analytics
Pairing real-time analytics with
personalized engagement campaigns
to supercharge your monetization
strategies.

25. Designing your engagement
strategy for monetization first
and people second will most
likely leave you with neither.

26. Monetization As The Outcome
WHEN – Analyze User Behaviour
Flows – User paths Funnels Cohorts
HOW – Targeted User Engagement
Lifecycle Optimizer Recommendations Bulletins
WHO – User Personas
Interest based RFM based Intent Based
Action based
WHAT – Core Problems and Use Cases
Event Trends Session Analytics
Frequency Histograms

27. Understanding User
Actions or Events

28. Analyzing
Events

29. Mistakes while defining use cases:
● Defining too many use cases - you cannot solve for everything
● Undifferentiated use cases - shouldn’t overlap in frequency and
behaviour

30. User Personas Through
Segmentation

31. User Segmentation: Interest/ Action Based

32. Predictive Segmentation: RFM

33. Predictive Segmentation: Intent Based

34. Analyzing the Paths
to Monetization

35. Funnel Analysis
Define the
metrics important to
your business
All funnels should be
built around metrics
important to your
business.
Identify
key
touch points
A user’s journey on
your app is not
always linear.
Segment
users and compare
funnels
Not all users behave the
same way, even if all of
them end up purchasing
your product!

36. User Paths with Flows

37. User Paths with Flows

38. How many users who add to cart
actually go ahead and complete a
purchase?
Track User Flows and
Drop-off Points in Your App

39. • Time Bound trends help
you identify how effective
your communication is
inside the app.
Analyze time taken
between User Actions
Conversion Analysis

40. Compare purchase patterns
between two segments of
users.
Compare Segments
in Funnel

41. Errors to Avoid
Don’t focus on the high drop-off points
1
2
3
High drop-off doesn’t necessarily mean there is
something wrong with your app
All users don’t need to follow the
same conversion path

42. Cohorts

43. Cohort Analysis
How can an Online Entertainment Ticketing app
improve retention strategies using cohorts?
1
2 Two strategies to begin with to improve user retention:
• Acquisition Cohorts
• Behavioral Cohorts

44. Cohort analysis lets you view
how the metrics develop
over the customer as well as
the product lifetime
Cohort Analysis

45. Behavioral cohorts help you
in identifying which actions
drive user retention
Cohort Analysis

46. Combine multiple cohorts
for further analysis
Cohort Analysis

47. Lifecycle Optimizer

48. Intelligent User Lifecycles
The Pirate Metrics for Growth
Acquisition
• Installs the app
• Signs-up on the app
Activation
• Completes set-up
• Experiences core value
prop
• Forms a habit around
core value prop
Retention
• Continues to be
engaged meaningfully
with the app
Revenue
(Monetization)
• Converts to a paying
user for the core value
prop
Referral
• Generates new
acquisitions
CleverTap’s Lifecycle Optimizer allows you to automate and continuously optimize the AARRR user journey

49. Get them to
Establish Habits
Get them to
Monetize
Interest Conversion
Get them to
Sign-up
Acknowledgement
Intelligent User Lifecycles
AIC Framework
CleverTap’s Lifecycle Optimizer allows you to automate and continuously optimize the AIC user journey

50. Select
Lifecycle
Framework
Define
Lifecycle
Stages
Experiment
And
Iterate
Rollout
to
All Users
#1 #2 #3 #4
Lifecycle Optimization
in Four Easy Steps

51. Choose events that qualify
users into each stage of their
lifecycle.
Define Lifecycle Stages

52. Experiment and Iterate
Try different engagement to
see which works best in moving
users to the next stage.

53. Rollout the campaign variation which performs best to all users in a stage.
Rollout

54. 1
Review lifecycle
metrics at a glance
Lifecycle Optimizer Value
Maximize retention and
LTV
Easily experiment
to understand the most
effective campaigns
3
● Understand key customer metrics
● Compare key customer metrics
● Ascertain the impact of each engagement
● Transition users through lifecycle stages
● Impact retention and overall business KPIs
● Make data driven decisions
● Automate journeys to influence users
2

55. Questions & Answers

56. Thank you!
marketing@clevertap.com