boxed & labelled: new approeches to user segmentation
DESCRIPTION
The ability to narrowly define your segments paves the way for more contextual in-app messages campaigns and higher conversions.TRANSCRIPT
Boxed &
Labelled
eMMaSolutions: White Paper 3 - April ‘14 eXpert Services
NEWAPPROECHES TOUSERSEGMENTATION
CLUSTER 1
iOS / Loyal Users
CLUSTER 2
All OS / Leads
CLUSTER 3Women / FTB
Barcelona
CLUSTER 4
June New Users
CLUSTER 5Men / 24-45 years
CLUSTER 6Users who rated
the app
CLUSTER 7Android / Leads
Social Media Share
Valencia + Madrid
CLUSTER 6Users from
Contents
• Why should we segment in app marketing?• How to identify significant user clusters within an app?• What to do to achieve loyal and cost-effective users?
A decade ago Philip Kotler outlined that segments have to be:
• Measurable• Accessible• Differentiable• Actionable
The most remarkable is that those values are still valid today.
User segments give you real insights on user growth, activity and behavioral trends. You can build a unique performance by telling user segments to gauge how well you’re optimizing your app. Rich segmentation capabilities allow you to create highly bounded segments that can stay consistent through all of your analytics including, for example, cohort retention analysis.
The ability to narrowly define your segments paves the way for more contextual in-app messages campaignsand higher conversions.
A custom dimension provides more control over the segmentation of your app user base. By building out these custom user segments, you can delve into user behaviors to find actionable insights on your most engaged and valuable users.
Segmenting is the first step in audience targeting, but it’s a critical one on the path to creating customized experiences for mobile app users. With audience targets defined, you can discover who an app is best designed for, how to promote it effectively to different types of users, and ultimately how to tailor the content of the app for different groups in order to drive higher conversions.
How to segment?
This entire White Paper is about asking yourself what your users do, what they want and how can you become them loyal. In this point it’s necessary to empathize with them to feel the same as they do on your app.
Figuring out how to segment your data is a creative exercise. How you should segment depends entirely upon:
• What you’re doing• What you want to achieve• What you want to know
SOME TIPS
First of all you have to know what kind of app you have and what you want to know about your users, it seems absurd to have to ask this question but it is NECESSARY. We have seen that many times it is not clear what the app really offers and how customers will obtain benefits from it.
If companies want to communicate adequately with their customers, they must find a way to get a 360 degree view of each individual (behavior, attitudes, needs and desires), mixing bothinternal and external data
• How much about your users you want to know? • Will you really interact with them? • What’s the main purpose of the information you extract?
After answering this short questionnaire you are ready to segment!
>
How to segment?
Useful Custom Dimensions
Here you have some basic dimensions that can help you start in the complex world of segmentation.
• Demographics: age, gender, location• Subscription status: free, trial and premium subscribers• Purchasing history: users who have never bought, one-time buyers, bought 2 or more times• Brick-and-mortar visits: users who use your app in one of your physical locations• Multi-app usage: users who have one or multiple of your available apps• Degree of usage: light, moderate and heavy users• Ad clickers: users who have clicked in-app ads vs. users who have never done so
A further and deeper segmentation could be the combination of some of the previous factors.
The most important part is that you have to target things that you can understand and take advantage of. Before you start, don’t hesitate to take your time. The more you concrete this part the more you will optimize your app in the future.
Examples
We bring you a few examples of user segments within your app, how we can identify them, and a few ideas of what we can do to take advantage of the insights into their behavior that we have.
THE BASICSOn the eCommerce apps one of the most simple and basic segmentation is between buyers and not buyers. This allows us to have a clear typology of users and to communicate in a different way with each user. For example, you can offer a discount to a buyer on its next purchase whereas you should encourage a user that haven’t purchased to shop through your app.
LET’S COMPLICATE ITThe social user is someone who is sharing your app, your brand or your content via Social Media. Not just once, but multiple times.
Imagine that he/she uses Twitter a lot. You can say: “Hey, thanks for Tweeting about us,” and prompt them to follow you on Twitter for updates and news on your brand. He/She will become at last an ambassador of your brand and indirectly will impact their followers.
eMMaApp Intelligence
Acquisition
Behavior
Communication
eMMa allows you measure the results of App Marketing campaigns and reveal the behavior of each of the channels that have been used in it. It also facilitates making decisions based on that data to optimize your ROI.
The eXpert Services team is responsible precisely for improving the ROI of your campaigns taking advantage of eMMa’s limitless opportunities.
There are three main points to trust in eMMa:
Customers - Love each of them:
Behavior
Because of the complexity of dealing with so much mobile data, eMMa offers it in an organized and settable way so you don’t drown yourself in tons of info.
Custom and save segments:
Analyze the behavior of your app users to build customer segments and behavioral patterns.
• Users type: Anonymous, Leads, Web Users, Loyal Users, Buyers, Loyal Buyers• Users who rated: Yes, No• Users with OS: iOS, Android, Other OS• Users with Platform• Users with device• Users with app and OS version• Users with tag and event• Users who have purchased: never, anytime, last 7 or 30 days, more than 30 days• Users with location• Users from campaign• Users who started session in last: days, weeks, months
Knowledge is power
Discover how users interact with your app in terms of:
Users Sales Events
New UsersWeb UsersLoyal Users
LeadsFTB
Total BuyersTotal Revenue
Total SalesFirst Time Buyers
Loyal BuyersSales AverageTop Product
Custom:SessionsContact
Social Media SharePress X button
etc.
eMMa is App Intelligence. The ultimate mobile marketing technology in the market designed by marketers to marketers.
Our method demonstrates an increase in sales of 10-20% and an optimization in the media purchase of more than 15%.
· www.emmasolutions.net ·