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Boost Retention on Mobile and Keep Users Coming Back for More!

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Boost Retention on Mobile and Keep Users Coming Back for More!

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More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention.

Download this slide to learn:

1. Importance of Mobile Retention
2. Insights into retention rates across different app categories in India
3. How to leverage tracking and attribution partners to boost user retention
4. Evolution of mobile retention from last click attribution to multi-touch attribution

More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention.

Download this slide to learn:

1. Importance of Mobile Retention
2. Insights into retention rates across different app categories in India
3. How to leverage tracking and attribution partners to boost user retention
4. Evolution of mobile retention from last click attribution to multi-touch attribution

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Boost Retention on Mobile and Keep Users Coming Back for More!

  1. 1. Boost Retention on Mobile and Keep Users Coming Back for More! Nov. 22, 2016 A Joint AppsFlyer-InMobi Webinar
  2. 2. PRESENTORS Shani Rosenfelder Mansi Jain Content Marketing Lead AppsFlyer Director, Commerce InMobi
  3. 3. #1 Global market leader in mobile attribution & marketing analytics 250B Mobile actions measured globally per month 2x Growth in traffic in India (2016 vs. 2015) 8-12 (by year’s end) Staff in India: • CSM • Support • Partner development • Sales 300+ Customers in India
  4. 4. The Challenge – No Room to Breath
  5. 5. App Stores Are Completely Flooded 2M2.2M
  6. 6. Install Numbers Are Dropping Source: Deloitte Number of Apps Average User Downloads Per Month (SEA)
  7. 7. …But Only For A Handful of Apps Almost half of time spent on communication apps (India) Time spent in-app since Q1 2014 (India) 2X+ Usage is Skyrocketing!
  8. 8. For the Rest It’s A Battle… Especially on Android
  9. 9. For Gaming Apps
  10. 10. For Shopping Apps
  11. 11. For Travel Apps
  12. 12. It’s Tough Out There… 28% Uninstall rate 35%Non-organic
  13. 13. It’s Tough Out There…
  14. 14. appsflyer.com/library
  15. 15. Mobile Is the Most Measurable Ecosystem Ever Created
  16. 16. Go Beyond the Install – Ride The Engagement Wave 3rd WAVE ROI 2nd WAVE Engagement Post install 1st WAVE Acquisition Installs App Opens Purchases Revenue LTV
  17. 17. Dive Deep Into Retention Data
  18. 18. Dive Deep Into Retention Data
  19. 19. Dive Deep Into Retention Data
  20. 20. Retention How many users keep using your app Cohort How users are using your app The Power Combo
  21. 21. Avg.SessionsPerUser Run retargeting starting here Increase budget Reduce budget Drop itDay 14Day 1 Cohort Report
  22. 22. Define In-App Events For Funnel Optimization Category Product Add-to-cart Registration Purchase 2nd Purchase Uninstall Tutorial completion FB Connect (registration) Level passed Achievement unlocked In-app purchase 2nd in-app purchase Uninstall
  23. 23. Post-Install Impact / Shopping
  24. 24. Post-Install Impact / Gaming
  25. 25. Enrich In-App Events Basic In-App Event Rich In-App Event Add to Cart Content type (tablets) Content ID (433) Price (299) Currency (USD) Customer User ID (N/A) Date (2/12)
  26. 26. Utilize Rich In-App Events For Smart Acquisition Tutorial completed Level 10 cleared Achievement 1 unlocked Registration method = FB “Loyalists”Network 3 Campaign 22 Publisher 11 Identify your most loyal users Pinpoint best acquisition sources
  27. 27. Utilize Rich In-App Events For Smart Acquisition Run lookalike targeting to find more loyalists Tutorial completed Level 10 cleared Achievement 1 unlocked Registration method = FB “Loyalists” Identify your most loyal users
  28. 28. Cart Abandoners • Electronics • $100+ • Existing customers SEGMENTATION TARGETING Retargeting Email Push Pinpoint best re-engagement sources Retargeting network 4 Email campaign 7 Push campaign 2 Publisher 9 Utilize Rich In-App Events For Smart Re-engagement Boost relevancy with user or segment-specific creative
  29. 29. Offer Superb UX with Deeplinking If the user has the app, it opens the right page -Deeplinking- And then - the perfect welcome! -Deferred Deeplinking- If not... or
  30. 30. Media Source-Attribution Provider Data Exchange a.k.a. Postback Install Postback Non-organic install recognized Postback with attribution data sent to integrated media source in real time Media source and advertiser see same install numbers Enables media source to optimize its volume of installs
  31. 31. Media Source-Attribution Provider Data Exchange a.k.a. Postback In-App Event Postback IAP tracking implemented by advertiser via attribution SDK Attribution provider records events as they happen Attribution provider enables* advertiser to send IAP data to media source in real time
  32. 32. Media Source-Attribution Provider Data Exchange a.k.a. Postback Optimize for quality Run personalized retargeting campaigns Send media source IAP data of all users to drive RT scale *Your Choice Pass app open event (predefined so you don’t have to configure in SDK) Pass relevant events (standard or rich)
  33. 33. How can you leverage mobile measurement?
  34. 34. E-Commerce Install App open PDP View Add to cart Purchase InMobi CRM platform is using various different events, received in real time through partners like AppsFlyer The role that attribution partners play in helping on this Mobile CRM journey Gaming Install App open Registration Level Purchase Taxi Sharing Install App open Sign-up First ride Repeat Rides Entertainment Install App open Registration Subscription Session time
  35. 35. InMobi Dynamic Audience Builder can accurately track and target users based on their ever-changing states in the consumer lifecycle on mobile
  36. 36. InMobi DCO further leverages information from the mobile tracking partners to personalize every impression for the user Dynamic Personalized Creatives User Context Signals Advanced Ad FormatsReal-time product/offer selections
  37. 37. Case Study Driving first transaction and re-activations for a leading e-commerce player in Indonesia •Drive activations: Re-engage with users who have installed the app but not made the first purchase within the first 7 days •Re-activate dormant users: Retarget users who have not engaged with the app for the last 30 days Objective of the campaign InMobi + AppsFlyer Solution Results •Real time events through AppsFlyer: Merchant is sending all key post-install events to AppsFlyer in real time (app open, pdp view, add to cart, purchase) •InMobi to target users in real-time using these events: InMobi’s dynamic audience builder segmented a user in the above two cohorts in real time based on the post backs received from AppsFlyer •InMobi is one of the largest remarketing partners for the merchant currently •Activating multiple users and driving more than 500 first transactions daily at a CPFT of $2.5 •Drive transactions at scale for dormant users at $1.5 CPT
  38. 38. •Last Click •View Through •Multi Touch How attribution around retention is evolving
  39. 39. Max Retention or Get Left Behind!
  40. 40. Q & A shani@appsflyer.com mansi.jain@inmobi.com

Notas do Editor

  • Cookie crumbling, you have IDFA, GAID, Refferer, fingerprint for short term
  • TITANIC SHIFT FRON INSTALL TO POST INSTALL + SMART ACQUISTION
  • TITANIC SHIFT FRON INSTALL TO POST INSTALL + SMART ACQUISTION
  • TITANIC SHIFT FRON INSTALL TO POST INSTALL + SMART ACQUISTION
  • On a user level: know where he’s at and modify messaging accordingly across channels -> improve retention
    On aggregated level: massive drop where? Helps product

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