boost retention on mobile and keep users coming back for more!
TRANSCRIPT
Boost Retention on Mobile and Keep Users Coming Back for More!
Nov. 22, 2016
A Joint AppsFlyer-InMobi Webinar
PRESENTORS
Shani Rosenfelder Mansi JainContent Marketing Lead
AppsFlyerDirector, Commerce
InMobi
#1Global market leader in mobile attribution & marketing analytics
250BMobile actions measured globally per month
2xGrowth in traffic in India (2016 vs. 2015)
8-12 (by year’s end)Staff in India:• CSM• Support • Partner development• Sales
300+Customers in India
The Challeng
e – No Room to Breath
App Stores Are Completely Flooded
2M2.2M
Install Numbers Are Dropping
Source: Deloitte
Number of Apps Average User Downloads Per Month (SEA)
…But Only For A Handful of
AppsAlmost half of time spent
on communication apps (India)Time spent in-app
since Q1 2014 (India)
2X+
Usage is Skyrocketin
g!
For the Rest It’s A Battle…Especially on Android
For Gaming Apps
For Shopping Apps
For Travel Apps
It’s Tough Out There…
28%Uninstall rate
35%Non-organic
It’s Tough Out There…
appsflyer.com/library
Mobile Is the Most Measurable Ecosystem Ever Created
Go Beyond the Install – Ride The Engagement Wave
3rd WAVEROI
2nd WAVEEngagementPost install
1st WAVEAcquisitionInstalls
App OpensPurchasesRevenueLTV
Dive Deep Into Retention Data
Dive Deep Into Retention Data
Dive Deep Into Retention Data
RetentionHow many users keep using your app
CohortHow users are using your app
The Power Combo
Avg.
Ses
sions
Per
Use
r
Runretargeting
starting here
Increasebudget
Reducebudget
Drop itDay 14Day 1
Cohort Report
Define In-App Events For Funnel Optimization
CategoryProductAdd-to-cartRegistrationPurchase2nd PurchaseUninstall
Tutorial completionFB Connect (registration)Level passedAchievement unlockedIn-app purchase2nd in-app purchaseUninstall
Post-Install Impact / Shopping
Post-Install Impact / Gaming
Enrich In-App Events
Basic In-App Event Rich In-App Event
Add to CartContent type (tablets)Content ID (433)Price (299)Currency (USD)Customer User ID (N/A)Date (2/12)
Utilize Rich In-App EventsFor Smart Acquisition
Tutorial completedLevel 10 cleared
Achievement 1 unlockedRegistration method =
FB
“Loyalists”
Network 3Campaign 22Publisher 11
Identify your most loyal users
Pinpoint best acquisition
sources
Utilize Rich In-App EventsFor Smart Acquisition
Run lookalike targeting to find more loyalists
Tutorial completedLevel 10 cleared
Achievement 1 unlockedRegistration method =
FB
“Loyalists”
Identify your most loyal users
Cart Abandoners• Electronics• $100+• Existing
customers
SEGMENTATION
TARGETING
RetargetingEmailPush
Pinpoint best re-engagement sourcesRetargeting network 4Email campaign 7Push campaign 2Publisher 9
Utilize Rich In-App EventsFor Smart Re-engagement
Boost relevancy with user or segment-specific creative
Offer Superb UX with Deeplinking
If the user has the app,it opens the right page
-Deeplinking-
And then - theperfect welcome!-DeferredDeeplinking-
If not... or
Media Source-Attribution Provider Data Exchangea.k.a. Postback
Install Postback
Non-organicinstall recognized
Postback with attribution data sent to integrated media source in real time
Media source and advertiser see same install numbers
Enables media source to optimize its volume of installs
Media Source-Attribution Provider Data Exchangea.k.a. Postback
In-App Event Postback
IAP tracking implemented by advertiser via attribution SDK
Attribution provider records events as they happen
Attribution provider enables* advertiser to send IAP data to
media source in real time
Media Source-Attribution Provider Data Exchangea.k.a. Postback
Optimize for quality
Run personalized retargeting campaigns
Send media source IAP data of all users to drive RT scale
*Your ChoicePass app open event
(predefined so you don’t have to configure in SDK)Pass relevant events
(standard or rich)
How can you leverage mobile measurement?
E-Commerce Install
App openPDP View
Add to cartPurchase
InMobi CRM platform is using various different events, received in real time through partners like AppsFlyer
The role that attribution partners play in helpingon this Mobile CRM journey
Gaming Install
App openRegistration
LevelPurchase
Taxi SharingInstall
App openSign-upFirst ride
Repeat Rides
EntertainmentInstall
App openRegistrationSubscriptionSession time
InMobi Dynamic Audience Builder can accurately track and target users based on their ever-changing states in the consumer
lifecycle on mobile
InMobi DCO further leverages information from the mobile tracking partners to personalize every impression for the user
Dynamic Personalized
CreativesUser Context
Signals
Advanced Ad FormatsReal-time product/offer selections
Case StudyDriving first transaction and re-activations
for a leading e-commerce player in Indonesia
•Drive activations: Re-engage with users who have installed the app but not made the first purchase within the first 7 days•Re-activate dormant users: Retarget users who have not engaged with the app for the last 30 days
Objective ofthe campaign
InMobi + AppsFlyer Solution
Results
•Real time events through AppsFlyer: Merchant is sending all key post-install events to AppsFlyer in real time (app open, pdp view, add to cart, purchase)•InMobi to target users in real-time using these events: InMobi’s dynamic audience builder segmented a user in the above two cohorts in real time based on the post backs received from AppsFlyer
•InMobi is one of the largest remarketing partners for the merchant currently•Activating multiple users and driving more than 500 first transactions daily at a CPFT of $2.5•Drive transactions at scale for dormant users at $1.5 CPT
•Last Click•View Through •Multi Touch
How attribution around retention is evolving
Max Retention or Get Left Behind!
