Engagement Strategies for Holiday

Insights from Adjust and CleverTap, November 2017

• Kara Dake

• VP Growth & Partnerships at • CleverTap

• Almitra Karnick• Head of Marketing at • CleverTap

Introductions

• Justin Feinman• Team Lead • Technical Account Management

Today’s Agenda

Top of the Funnel Engagement Strategies

With Adjust.

Post-Install Engagement Strategies

With CleverTap.

Tying it all Together with Re-Targeting & Re-

Marketing

Mobile Outlook for Holiday

used mobile devices for holiday shopping in 201676%

of Americans

Mobile apps specifically have an 81% abandonment rate, with more than $4 trillion in merchandise is left in shopping carts every year.

About Adjust

Attribution Analytics App Store Insights

About Adjust

Everything in one place

Behavioral Analytics User Engagement

With CleverTap, you can manage

A complete solution for understanding what your users do in your App, then engaging with them on any marketing channel to move the metrics that matter to your business

Track Segment Engage Measure

What is CleverTap

Trusted by Big Brands

4000 CUSTOMERS

1 billion DEVICES REACHED

55 billion EVENTS PROCESSED PER MONTH

10 billion MESSAGES SENT PER MONTH

Rich User Profiles • Track every user, logged-in or not

Events Tracking and Trends • Track user activity in real-time

Funnels & Cohorts • Find out user drop-offs • View retention cohorts

Pivots • Compare data across multiple properties

Flows • View exactly how your users flow through your app

Attribution • Optimize your campaign spends across channels

Uninstall Tracking • Track and analyze app uninstalls

Omni Channel Marketing • Engage with push notifications, sms, emails, remarketing

campaigns, trigger workflows and much more

Understand and segment your users better

Engage and Measure the effectiveness of your campaigns

Personalize messages based on who they are, or what they’ve done

Push Notifications

In-App Notifications

Email Messages

Web Notifications

Browser Push notifications

Facebook Remarketing

Top of the Funnel Engagement Strategies for Holiday

Mobile attribution gives you insights into your best performing channels

- Track every channel

- Know the source of every user

Holiday specific behavioral uses cases:

- Large increase in spend for e-commerce customers specifically around holidays

- Large increase in device activation during Christmas for gaming companies

Holiday Engagement Strategy Use Cases

- Very common during holiday season

- Click-spamming → trying to highjack organic users

- Granularity of Adjust data

- Optimization

Best practices to reduce the Fraud potential:

→ Check channels which are too good to be true

→ Monitor traffic patterns

→ Get granular

→ Diversify your portfolio

Mobile Ad Fraud

- Build the audiences you need and begin targeting them immediately and effectively

- Segment users based on events, users, country, device, os etc.

- Build exclusion list to avoid paying for existing users

- Target and acquire new users without targeting existing ones

- Ability to pass the list directly to your network

Audience Builder

Compare last year’s traffic

Analyze organic vs paid

Look at the performance of the channels you’ve used in the past and look for trends

Analyze the LTV of your users

Work with your ad networks to ensure quality traffic (e.g. sub publishers)

Best Practices for Holiday Engagement Strategy :

Post-Install Engagement & Retention Strategies for

Holiday

Strategies to increase engagement and conversions for holiday

Use rich user profiles to find out more about the user

ANALYZE

ANALYZE

Use funnels and pivots to track user flows and drop offs for your campaign

SEGMENT

Use live-user segments to segment the users based on past behavior or time the item is left in the cart (golden window of opportunity)

SEGMENT

Adapt your mobile push notifications to include location-specific information.

ENGAGE

Develop engagement campaigns by channel to meet your holiday customers where they are at

MEASURE

Evaluate how marketing and product efforts are driving growth and KPI’s

Push Notification

45% of users opt in to receive push notifications.

• Send reminders to new users

• Target user drop offs

• Send booking reminder messages

• Re-engage lapsed users

• Make these messages timely, personalized and contextual

SMS

Text message have 99% open rate

SMS marketing has the highest click through rate (CTR) of hyperlinks (6.16%),

Craft a strong value proposition and clear call-to-action

Prominently position the SMS opt in message across your digital platform – website, email, social media channels, and mobile websites

1

2

Use for “Drip Marketing” Welcome Campaigns, Achievements and badges, and cross-promotion cards.

In-app messaging shows up for a limited amount of time (15 seconds), so you need to keep it short and sweet.

In-app

Use the messaging to make your app feel dynamic and highlight new features and offerings

Email Marketing

Average open rate for all industries was 21.73% and the average click-through

rate was 3.57%.

Boost loyalty

Win people back

Turn website visitors into customers

Recover abandoned carts

Personalize product recommendations

Tying it all Together with Re-Targeting & Re-Marketing

→ Figure out the channels which are bringing your quality users

→ Answer the following questions:

• How much did a user spend when they came back

into the app?

• Did the user just buy one particular product or did

they buy multiple products?

• What was the overall cart or basket value?

→ Use your event tracking for retargeting E.g. Level 2 completion after level 1 drop-off (Gaming)

→ Diversification of channels

→ Granularity of the data to spec out fraudulent data

Retargeting & Re-Engagement

- Allows marketers to bring users to specific content within the app

- Better user experience + Improves your conversion rates

- Adjust supports deferred deeplinking

User opens another app and is targeted by a

personalized ad

User clicks and is deep linked back to the app to

complete a purchase

Deferred deep links Direct users to content even if the app isn’t installed at the time of click. The link will first redirect to the Apple or Google Play Store to download the app, and then take the user to the specific “deferred” content immediately after first launch.

Deep links

Questions?

The Mobile Measurement Company 33

adjust.com /request-a-demo

Find out why more mobile marketers choose Adjust

Measure the performance of every campaign

Make smarter marketing decisions with the full picture

Boost your retention rate

Product needs analytics. Marketing needs engagement.

Growing Businesses need Both.

Interested in learning how to manage your growth marketing funnel?

Schedule a Demo

or contact sales@clevertap.com