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

1. Boost Retention on Mobile and Keep Users Coming Back for More! Nov. 22, 2016 A Joint AppsFlyer-InMobi Webinar

2. PRESENTORS Shani Rosenfelder Mansi Jain Content Marketing Lead AppsFlyer Director, Commerce InMobi

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. The Challenge – No Room to Breath

5. App Stores Are Completely Flooded 2M2.2M

6. Install Numbers Are Dropping Source: Deloitte Number of Apps Average User Downloads Per Month (SEA)

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. For the Rest It’s A Battle… Especially on Android

9. For Gaming Apps

10. For Shopping Apps

11. For Travel Apps

12. It’s Tough Out There… 28% Uninstall rate 35%Non-organic

13. It’s Tough Out There…

14. appsflyer.com/library

15. Mobile Is the Most Measurable Ecosystem Ever Created

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. Dive Deep Into Retention Data

20. Retention How many users keep using your app Cohort How users are using your app The Power Combo

21. Avg.SessionsPerUser Run retargeting starting here Increase budget Reduce budget Drop itDay 14Day 1 Cohort Report

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. Post-Install Impact / Shopping

24. Post-Install Impact / Gaming

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. 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. 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. 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. 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. 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. 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. 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. How can you leverage mobile measurement?

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. InMobi Dynamic Audience Builder can accurately track and target users based on their ever-changing states in the consumer lifecycle on mobile

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. 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. •Last Click •View Through •Multi Touch How attribution around retention is evolving

39. Max Retention or Get Left Behind!

40. Q & A shani@appsflyer.com mansi.jain@inmobi.com