Boost Retention on Mobile and
Keep Users Coming Back for More!
Nov. 22, 2016
A Joint AppsFlyer-InMobi Webinar
PRESENTORS
Shani Rosenfelder Mansi Jain
Content Marketing Lead
AppsFlyer
Director, Commerce
InMobi
#1
Global market leader
in mobile attribution
& marketing analytics
250B
Mobile actions
measured globally
per month
2x
Gro...
The
Challenge
–
No Room
to Breath
App Stores Are Completely Flooded
2M2.2M
Install Numbers Are Dropping
Source: Deloitte
Number of Apps Average User Downloads Per Month (SEA)
…But Only For A
Handful of Apps
Almost half of time spent
on communication apps (India)
Time spent in-app
since Q1 2014 (I...
For the Rest It’s A Battle…
Especially on Android
For Gaming Apps
For Shopping Apps
For Travel Apps
It’s Tough Out There…
28%
Uninstall rate
35%Non-organic
It’s Tough Out There…
appsflyer.com/library
Mobile Is the Most Measurable
Ecosystem Ever Created
Go Beyond the Install –
Ride The Engagement Wave
3rd WAVE
ROI
2nd WAVE
Engagement
Post install
1st WAVE
Acquisition
Instal...
Dive Deep Into Retention Data
Dive Deep Into Retention Data
Dive Deep Into Retention Data
Retention
How many users keep using your app
Cohort
How users are using your app
The Power Combo
Avg.SessionsPerUser
Run
retargeting
starting here
Increase
budget
Reduce
budget
Drop itDay 14Day 1
Cohort Report
Define In-App Events For Funnel Optimization
Category
Product
Add-to-cart
Registration
Purchase
2nd Purchase
Uninstall
Tut...
Post-Install Impact / Shopping
Post-Install Impact / Gaming
Enrich In-App Events
Basic In-App Event Rich In-App Event
Add to Cart
Content type (tablets)
Content ID (433)
Price (299)
...
Utilize Rich In-App Events
For Smart Acquisition
Tutorial completed
Level 10 cleared
Achievement 1 unlocked
Registration m...
Utilize Rich In-App Events
For Smart Acquisition
Run lookalike
targeting to find
more loyalists
Tutorial completed
Level 1...
Cart Abandoners
• Electronics
• $100+
• Existing
customers
SEGMENTATION
TARGETING
Retargeting
Email
Push
Pinpoint best
re-...
Offer Superb UX with Deeplinking
If the user has the app,
it opens the right page
-Deeplinking-
And then - the
perfect wel...
Media Source-Attribution Provider Data Exchange
a.k.a. Postback
Install Postback
Non-organic
install recognized
Postback w...
Media Source-Attribution Provider Data Exchange
a.k.a. Postback
In-App Event Postback
IAP tracking implemented
by advertis...
Media Source-Attribution Provider Data Exchange
a.k.a. Postback
Optimize for quality
Run personalized retargeting campaign...
How can you leverage mobile
measurement?
E-Commerce
Install
App open
PDP View
Add to cart
Purchase
InMobi CRM platform is using various different events, received ...
InMobi Dynamic Audience Builder can accurately track and target users
based on their ever-changing states in the consumer ...
InMobi DCO further leverages information from the mobile tracking
partners to personalize every impression for the user
Dy...
Case Study
Driving first transaction and re-activations
for a leading e-commerce player in Indonesia
•Drive activations: R...
•Last Click
•View Through
•Multi Touch
How attribution around retention is evolving
Max Retention or Get Left Behind!
Q & A
shani@appsflyer.com mansi.jain@inmobi.com
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

Veröffentlicht in: Marketing
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  • 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
  • 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

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