Insights To Action:Inform Your Engagement Marketing Strategy

With Behavioral Analytics

Doug RobergeStrategic Services

Kahuna

Justin BauerHead of Product

Amplitude

Today’s speakers

Housekeeping

• Webinar will be recorded and emailed out• Have a question during the webinar?

- Ask us via the comments box- Q&A time at end of webinar

• Let’s get social! Tweet us with #insights2action- @Kahuna - @AmplitudeMobile

Agenda- Introductions

- Why engagement & retention won’t just happen

- What is behavioral analytics?

- The Three Phases of Retention

- Analytics & messaging strategies for each phase

- Q&A

20,000 apps added every month3 million+ apps in leading app stores14% increase in B2C emails sent25% decrease in open-to-click ratio for email 90% of users don’t return 30 days after install

The Problem

How do you avoid losing 90% of your users?

One of the most effective ways is to develop a highly optimized engagement marketing strategy.

How do you avoid losing 90% of your users?

Understand Engage Optimize

The goal of an engagement strategy is to determine the right message, to be delivered to the right person, at the right time to drive your desired outcome. . .

. . . But it requires a new approach.

The goal of an engagement strategy is to determine the right message, to be delivered to the right person, at the right time to drive your desired outcome.

How? User behavior analytics.

The goal of an engagement strategy is to determine the right message, to be delivered to the right person, at the right time to drive your desired outcome. . .

What is behavioral analytics?Raw Data,

Individual User Timelines

granularhigh-level

Aggregate Statistics

What is behavioral analytics?Raw Data,

Individual User Timelines

granularhigh-level

Aggregate Statistics

The Behavioral Layer

• Behavioral Cohorting• Growth Discovery Engine• User Flows• Microscope

Let’s walk through an exampleof the power of behavioral analytics for a retention engagement strategy

The Three Phases of Retention

○ Phase 1: Does the customer believe the app is valuable?

○ Phase 2: Does the customer remember the app is valuable?

○ Phase 3: Has the app become a habit for the customer?

Best in class engagement marketing must think about all 3 phases

Phase 1: Does the customer believe the app is valuable?

Remember, customers are fickle. They need to see value in the product very quickly.

Phase 1 is about demonstrating value to prevent churn.

New UsersThis is also the phase where you can touch the highest number of users -- so take advantage of it!

Active UsersCasual Users

EXAMPLE:

Determine your onboarding focus and encourage that behavior for

new users

Phase 1: Does the customer believe the app is valuable?

Phase 1: Which is better?

Number of news topics followed

Depth into a food category

Depth into a news topic

Number of recipes added

+62%

+28%

Initial Onboarding

New Onboarding

Day 1 retention change

Use data to determine your onboarding focus!

Phase 1: Where to start?Analyze the early behaviors of new users who retain, and compare to users who do not retain.

Amplitude Growth Discovery Engine

Phase 1: Analyze the day 1 behaviors of new users who retain, and compare to users who do not retain

Amplitude Growth Discovery Engine

Phase 1: Understand how users get to that action

Amplitude User Flows

AddToList

CreateList

FavoriteSong

SearchSong

Incoming Flow

PlaySong

Phase 1: Understand how users get to that actionCreate a conversion funnel based on that information

!

Phase 1: Create a cross-channel onboarding strategy

add dietary preferences add favorite recipes add items to shopping list

Yummly nowHave mustard? Eating Gluten-free? Add your Taste Preferences in Yummly now to personalize your experience!

slide to view

Yummly nowYou’re only a few Yums away from personalized recipe recommendations!

slide to view

Yummly nowDid you know you can add recipe ingredients to your shopping list by tapping “Add to list” on the recipe?

slide to view

“Recipe” for effective

onboarding:

add dietary preferences add favorite recipes add items to shopping list

Yummly nowHave mustard? Eating Gluten-free? Add your Taste Preferences in Yummly now to personalize your experience!

slide to view

Yummly nowYou’re only a few Yums away from personalized recipe recommendations!

slide to view

Yummly nowDid you know you can add recipe ingredients to your shopping list by tapping “Add to list” on the recipe?

slide to view

“Recipe” for effective

onboarding:

Results: Increased 30 day user retention by 119%

Phase 1: Create a cross-channel onboarding strategy

Phase 2: Does the customer remember the app is valuable?

Just because the customer found value on day 1, doesn’t mean they’ll remember to come back 3 days later.

Phase 2 is about moving users from:

Casual Passerby

Engaged User

Phase 2: Does the customer remember the app is valuable?

Personalized updates based on expressed user interest.

EXAMPLE:

Completing 50% of Profile

Adding 7 Friends

Phase 2: What actions in the first week drive medium-term retention?

Posting on a wall

Use behavioral cohorting to identify the optimal experience

In traditional analytics, a “cohort” has referred to an Acquisition Date Cohort:

A group of users who started in the same time period, and are then tracked together over time.

Phase 2: What is a behavioral cohort?

Phase 2: What is a behavioral cohort?Acquisition Date Cohorts can tell you that users who joined in

June are retaining better than users who joined in May…but it’s hard to take action on that information.

Phase 2: What is a behavioral cohort?Behavioral cohorting allows you to group your users based on

specific actions that they have or have not taken in your app or website.

This helps you identify user actions or product features in your app that drive growth.

Phase 2: Compare retention between behavioral cohorts

Users who add 7 Friends in 10 Days.

Users who do NOT add 7 friends in 10 days.

100%80%60%40%20%

0%

Day 30Users who add 7 friends in 10 days: 36.1%

Day 0 Day 1 Day 3 Day 7 Day 30 Day 60

Engagement Decision: Optimize experience around adding and discovering friends

Phase 2: Remind users of your app’s value

Control Group(no message)

Goal Achievement Uplift: Listen to Playlist

6.22%

16.57% 17.88%

Baseline

Phase 2: Drive customer & business value by optimizing the experience to drive the best

outcomesBrowse

products Add to cart Purchase

Still want the Chicken Teriyaki Special for dinner tonight? Complete your order here.

slide to view

Phase 3: Has the app become a habit for the customer?

Phase 3 is about creating a habit to prevent user churn & boost long term retention.

How can you encourage users to become highly engaged power users and keep them that way?

EXAMPLE:

Train customers to think of SeatGeek when they need

weekend plans

Phase 3: Has the app become a habit for the customer?

Phase 3: Identify users at risk and intervene before they break their habit

Use behavioral cohorts to identify users at risk of churning, send personalized messages to those

customers.

New users who have: ● Started

application more than 2 times

● Browsed winter apparel

Convey benefit of service

Your Brand nowSale today on boots, hats, and gloves. Free shipping on orders over $35! Use code BRR2015slide to view

New users who have not:

● Opened the app within the last 5 days

● Made a purchase

!

Driving growth requires engagement marketing& product improvements/tests in tandem

SeatGeek: Adopted a new approach that drove real results

+32%uplift in user conversion

+61%uplift in user engagement

Questions?

Let’s stay in touchinfo@kahuna.com@Kahuna

To learn more visit

KAHUNA.COM

contact@amplitude.com@AmplitudeMobile

To learn more visit

AMPLITUDE.COM