driving revenue with mobile re-engagement - go beyond the install

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Driving revenue with Mobile Re-engagement

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1. Intro

2. Re-Engagement (Liftoff)

3. Re-Attribution (adjust)

4. Q&A

Content

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Joli BarrettaSenior Solutions Engineer

Phil GontierVP International

Your hosts for today

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The Problem

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“The average app loses 77% of its daily active users just 3 days after installing the app”

Source: Quettra (2015), *Study on Android Apps, Appboy (2016)

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The Problem

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Source: Mobile Benchmarks, Q3 2015

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The Opportunity

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Market to existing users

> Helps convert more installs into engaged users (from 10%-25% on average)

> Is more cost effective than spending on new user acquisition

MOBILE RETARGETING WITH LIFTOFFSeptember 2016

Why re-engagement

How it works

Pricing model

Guide to prospecting

Q&A

AGENDA

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WHY RE-ENGAGE

WHY RE-ENGAGE

Month1 Month2 Month3 Month4 Month5

Month6

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Only 10% of app installs still use the app after 30 days

0%

10%

20#

30%

40%

50%

60%

70%

Lessthan1min

Upto1hour

Upto12hours

Upto1day

Upto2day

Upto7day

% Chance of Never Returning

iPhone

iPad

Savvy performance marketers understand that an Install is just a ‘lead’

Focus has shifted to Quality Installs, Re-Engagement and LTV

Metrics show that retention is challenging and churn accelerates dramatically as the clock ticks

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HOW IT WORKS

HOW IT WORKS

CLIENT APP APP WITH ADS

SegmentAudience

Realtimebidding

advertising

Deeplinking

Appusageanalyticsdata

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HOW IT WORKS: CUSTOMER SEGMENTATION

Defined by client performance goals

Structured in terms of the conversion funnel

Refined based on Performance

Flexibly target users based on in-app behaviour. What they did, when they last did it. In real-time.

ALL APP USERS

TUTORIAL / REGISTRATION COMPLETED

ENGAGED USERSLevel Complete / Browsing / Add to Cart etc.

COMPLETEDIAP / Purchase / Booking etc.

FREQUENT PURCHASERS

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HOW IT WORKS

Event Name Daily Event Count Metadata

app_open 4,373,752 n/a

search 1,121,458

"lat":"40.11097","searchterm":"hot yoga","lon":"-74.12552"}

add_to_cart 522,232{"dealid":"premiere-dance-studios"}

purchase 113,166

{"dealid":"papaya-asian-kitchen-and-bar”,"orderid":"256134233"}

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HOW IT WORKS: DYNAMIC ADS

iPhone UseriPhone user in San

FranciscoStandard Ad

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HOW IT WORKS: MASSIVE SCALE VIA RTB

..

PUBLISHER APPS

SUPPLY

EXCHANGES DSPs ADVERTISER APPS

REA

L-TI

ME

BID

DIN

G

DEMAND

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TRANSPARENT REPORTING

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LAUNCH PROCESS

01 RESEARCH

02 INTEGRATIO

N

03 LAUNCH

04 OPTIMIZATIO

N

ResearchEducation

QualificationAgree on KPIs

IntegrationData collection

AttributionDeep linking

Creative

LaunchSegmentationMeasurement

OptimizationSegmentation

Dynamic creative

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PRICING MODEL

PRICING MODEL

CPC based pricing with mCPC (max CPC of $0.50+)Campaign optimized against agreed Success Metrics:

Minimum $15,000 IO

Cost Per App Open (re-engagement)

CPA-Optimized Ads

Cost Per 1st Time IAP

Cost Per Repeat Time IAP

Cost Per Booking

Cost Per Sale

C Per Order

ROAS (return on ad spend)

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To learn more about mobile re-engagement, visitwww.liftoff.io

Thanks!

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Re-Attribution with adjust

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1. What is adjust?

2. What is re-attribution and how does it work?

3. Why focus on re-attribution?

4. What are the main KPIs?

5. Integration with Liftoff

Content

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One Powerful SDK covering all marketing insights

ATTRIBUTION ANALYTICS STORE STATS

+700

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MAJOR CLIENTS IN GAMING, E-COMMERCE, SOCIAL AND PUBLISHING

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CLICK

INSTALL

RE-ENGAGEMENT

SESSIONAttribution Re-attribution

ATTRIBUTION & RE-ATTRIBUTION

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Retargeting Re-engagement

What is Re-Attribution?

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How does it work?Deep LinkRT-Enabled Tracking Link

Seamless plug-in with your RT partners

+ Very reliable

- Requires knowledge of device IDs- As well as ability to process them

https://app.adjust.com/?idfa=

Smart Technology

+ No data requirements+ A smooth user experience

- Must be implemented in app beforehand

yourapp://?sourceID=1234

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• Acquisition is only half the battle

• Identify how an installed user becomes a paying customer

• Reengage users to stimulate desired in-app activity

• Allocate budget toward targeted sets of existing user groups

• Understand your most effective channels for continued user engagement

Why do you need Re-attribution?

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• Unlimited in-app event tracking

• adjust cohorts allow you to segment all users by unique user activity

Beyond the install:

- Sign-up

- Sign-in

- Add to cart

- Level Advancement

- Purchase

How to identify your most insightful KPIs?

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The Challenge:

Acquire registrations and active investors

The Solution:

• Implementation of adjust for tagging in-app events

• Liftoff built lookalike profiles of Acorns most active investors on Android based on key demographics, behavioral

characteristics and related apps installed

• Liftoff developed ad creatives and did targeting and bidding, adjust the re-attribution

Conclusion:

• Reduced cost per registration by 31.3%

• Increased install-to-registration rate by 36.5%

• Increased click-to-install rate 2.4x

Acorns is a financial service helping users invest their money since 2012. Acorns enables users to invest early, invest often, and feel secure about their financial future.

Case Study

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Summary

1. Install is just a lead & many of these “leads” will stop using the app

2. Think in terms of ROI > re-engagement cheaper than new installs

3. Attribution does not equal re-attribution > be aware of differences

4. Use re-attribution to find out the best channels for re-engagement

5. Keep testing & optimizing your re-engagement campaigns

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Joli BarrettaSenior Solutions Engineerjoli@adjust.com

Phil GontierVP Internationalphilg@liftoff.io

Thanks for joining!

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