driving revenue with mobile re-engagement - go beyond the install
TRANSCRIPT
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WE MAKE DATAWORK FOR YOU 1
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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WE MAKE DATAWORK FOR YOU 3
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
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MOBILE RETARGETING WITH LIFTOFFSeptember 2016
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Why re-engagement
How it works
Pricing model
Guide to prospecting
Q&A
AGENDA
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WHY RE-ENGAGE
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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
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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
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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 [email protected]
Phil GontierVP [email protected]
Thanks for joining!
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