tracking, testing, targeting: getting consumers to monetize on mobile
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Tracking, Testing,
Targeting: Getting Consumers To
Monetize On Mobile
Tom Farrell, Director of
Marketing, Swrve
6th June 2014
Real-time Behavioral Targeting & Segmentation
Mobile Push Notifications
Native In-App Notifications
Real-time Machine Learning Personalization
Mobile Marketing Automation
Engaged
20
Payers
5 10 30 100
Retention Conversion
LTV
The mobile app offers great reward….
…but user attrition remains the stumbling
block
1. Tracking
2. Testing
A single A/B test on
‘share’ language
A 527%(!) increase
in social shares
2. Testing
3. Targeting
In-app messages to
‘engaged non-
spenders’
>50% increase in
revenues (and no
shadow!)
tom.farrell@swrve.com
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