a brief history of customer acquisition › files › 2014 › 06 › warply.pdfwarply mobile...
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![Page 1: a brief history of customer acquisition › files › 2014 › 06 › Warply.pdfWarply mobile engagement campaigns reward users that perform the actions they are asked, like entering](https://reader033.vdocuments.net/reader033/viewer/2022042400/5f0f64897e708231d443ef6f/html5/thumbnails/1.jpg)
a brief history of customer acquisition
John Doxaras, CEO Warply
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s-curve
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industrial revolution
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distribution networks
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b2c sales
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b2b sales
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offline media
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mobile is where your customers are
source: emarketer.com source: gartner.com
x
0
600
1200
1800
2400
2012 2013 2014
PC's Mobile
Time vs. Revenue Spend on Mobile and Internet Mobile Devices Sold vs. PCs
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digital
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mobile
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mobile in three years
source: GSMA, Amber Analytics
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NATIVE ADS
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how do I establish a mobile strategy
loyalty
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the only formula you need to know
CLV > CPA* Customer Lifetime Value * Cost Per Acquiring a new Customer
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hacking customer lifecycle value
customer spending with mobile CRM
customer spending without mobile CRM
time
aver
age
reve
nue
per u
ser • customer lifecycle value mostly refers to the future,
therefore this is something we can easily influence through mobile channels
• monthly churn rate is probable the most important factor you need and can change
• communicate just before your customers are about to perform a purchase
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customer lifecycle value in plain english
• prediction of the net profit attributed to the entire future relationship with a customer.
• retention rate is the key element in increasing your business CLV
• there are numerous models that involve past ARPU or statistical future prediction models that are more accurate
• mobile provides the ideal channel for both impulse buying and training your customers into a habit purchase behavior
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programmatic
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fortune 500 companies
owned mobile channel
mobile ad networks
targeting presentation monetization
> 1.8 B users
loyal customers
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18,000,000
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53
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brands need to go mobile
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native vs web inbox
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Deep link and let an app invoke another, providing seamless user flow
Initiate a user action from a push
session or a banner ad in a third party
app. Take customer retention into a new
level with deep linking capabilities like
warply://user/68331 or
warply://flight_id/2331200
Deep linking
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mobile couponing with FirstData
One-time Registration
Physical and Virtual Goods
Apple Passbook Integration
Voucher Code for the Offer
Time/Place Dependencies
Scanned Material
Proof of Presence
Mobile Wallet Support
Perform purchases and redeem coupons directly though the application
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affiliation/coalition models
Increase foot traffic by 1000%
Warply mobile engagement campaigns reward users that perform the actions they are asked, like entering a store or interacting with a POS
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affiliation/coalition models
Drive in-app transactions up to 40%Warply uses messaging within context to incentivize users to perform specific actions and provides them with one-click interactions. This approach significantly increases impulse buys and transactions in general
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couponing
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architecture
traditional CRM Warply
Loyalty -location -behavior
- demographics
brave mobile
new world [apps, mobile
web, all sorts of mobile ad
impressions]
mobile native app
up-selling increase CLV
loyalty, user retention, churn decrease
user acquisition
loyalty, user retention, churn decrease
150M API calls/day Real time mobile analytics