clevertap & app promo: app retention & engagement strategy seminar
TRANSCRIPT
#AppRetentionTO
App Retention + Engagement = $$$ (Canadian focus :) eh!
July 18th, 20169am – 11:30 am
#AppRetentionTO
Agenda
9:00-9:30 Introduction to CleverTap and the secrets of Mobile Retention, Actionable Analytics and Engagement -Sunil Thomas-CleverTap
9:30-10:00 Panel Discussion: Canadian case histories of App that are doing it right. - Jed Schneiderman, Tapped Mobile, Marina Mann, EatSleepRide, Stephen Henrik, Globe2Go (The Globe and Mail)
10:00-10:30 How important planning and adding the right data and analytic tools are in building and maintaining your application - Kundan Joshi, TheAppLabb
10:30-10:45 Coffee Break
10:45-11:15 Why certain apps keep their top rankings in the App Store and GooglePlay - Arkady Fridman, CleverTap, Gary Yentin, App Promo
11:15-11:30 Question. Answers and Good byes :)
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9:00 – 9:30 am
Introduction to CleverTap The secrets of Mobile Retention, Actionable Analytics and Engagement
Sunil Thomas CleverTap
#AppRetentionTO
9:00 – 9:30 am
Sunil Thomas CleverTap
Sunil Thomas is the cofounder and CEO of CleverTap. He cofounded the company when he recognized the need to bring together the best of Analytics with best of User Engagement in a single product.
Prior to CleverTap, Sunil has held CTO roles at public companies including Network18 Media based in Mumbai and Infospace Inc. (now Blucora) based in Seattle, WA. As CTO, Sunil’s expertise has been to apply technology trends for business benefit to ensure optimum delivery of fresh ideas, new products and new customers to market. His specialties include building winning teams, maximizing productivity in technology teams and project execution and delivery.
Earlier in his career, Sunil worked at Tata Consulting Services, Microsoft and Hewlett Packard. His first entrepreneur foray was as CTO for Zephyr Software Inc. which was acquired by Infospace in 1999.
Secrets of Actionable Analytics, Mobile Engagement & RetentionJuly 18, 2016
#AppRetentionTO
Seeing the Trees in the ForestEverything in the Forest is not the same
Recently Acquired New Users
Referred 5 FriendsPower Users
Active, but never purchasedEngaged but not Buying
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Summary Data only gets you so far
Active Users
DAUs 14,110 MAUs 518,020
Time
DAU: Daily Active Users | MAU: Monthly Active Users
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Our App is like a Maze
Users stuck in a loop
Using the App but not doing anything
significant
Users stuck at a dead end
Added-to-Cart butdid not buy
Our Users are Navigating all the Time
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START
END
Sign in
Listened to TrackFavorited Artist
Shared Playlist
Bought Album
Our EVERYDAY JOB is to Simplify that MazeUsers are at different stages of their journey and many need help along the way
3 Simple Steps to Success!
★ Create your Customer Journeys
★ Segment & Track Users between Milestones
★ Communicate with User Segments to move them forward on their journey
#AppRetentionTO
Step 1. Create your Customer JourneysThe Devil in the Details of Analytics. It is Hard!
★ Acquisition: Users acquired via. Facebook in March … • still listening to 2 or more tracks every month after that, but has not shared a playlist• since purchased 1 album, but not active for the past 30 days
★ Retention: • Users who has listened to 30+ tracks the past 90 days, but have not launched the app in the past 10
days
★ Actions combined with Inactions• Users who registered, but haven’t listened to a single track within X minutes/hours or days since
registration• Users who added to their shopping cart, but have not purchased, broken down by prior customers or not
★ Churned? Legacy Versions?• Users who’ve previously purchased but now UNINSTALLED the App• Users who are active on older versions of the app 2 months after the new version has been launched
★ … and many more combinations to uncover different milestones of your customer journey ...
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Step 2. Segment & Track Users between Milestones
Never Purchased
New Users
Buyers
Uninstalled (Churned)
Male Users
Female Users
Very Rarely★ Trended over time
★ Analyzed for acquisition source
★ Analyzed for Geography, Reachability
★ … and more ...
Most Segmentation Stops at the Surface
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★ Timely• to capture the fleeting mobile moment
★ Contextual, hence relevant• based on current stage in the Customer Journey; based on User Behavior and
Attributes
★ Personalized
Step 3. Communicate to Progress Users ForwardYour Mobile Messaging Checklist
Critical to 1. Tightly couple your User Engagement strategy with Analytics and
Segmentation2. Automate your Communication to be Timely and Relevant
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The Impact of SmartphonesWhat has changed now?
Cannot treat Mobile like our Web & other Digital Business of the past
★ Extremely Personal, ALWAYS ON devices
★ Significant Contextual Data to take advantage of
★ Multiple Channels to reach UsersPolar Opposite Session
Behavior *
Session Length
Session Frequenc
y
DesktopMobile
50% 50%
* Session data based on 100 randomly picked customers who integrated both Mobile & Website with CleverTap in June 2016.
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Loyal Users
Engaged but not Buying
Abandoned Cart
Highly Engaged
Lunchtime Buyers
New Users
Churns
First Time Buyers
Dissatisfied
Lightly Engaged
Power User
Reality: What our User Segments Look Like
In a Geo Zone
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Loyal Users
Engaged but not Buying
Abandoned Cart
Highly Engaged
Lunchtime Buyers
New Users
Churns
First Time Buyers
Dissatisfied
Lightly Engaged
Power User
rated app 1 star
followed artist, created playlist and shared multiple
times
viewed 5 or more trailers but not yet bought a ticket
only buys betweennoon and 1:00pm
Reality: What our User Segments Look Like
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Loyal Users
Engaged but not Buying
Abandoned Cart
Highly Engaged
Lunchtime Buyers
New Users
Churns
First Time Buyers
Dissatisfied
Lightly Engaged
Power User
Reality: Talking to Each Segment Individually
welcome messagebased on acquisition
source
personalized survey to
find what went wrong
exactly at 12:15pm send them a couponspecifically for the taco in their cart
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Based on Past User Behavior, Calendar Time or Relative Time
User Segmentation 101: Past Behavior Segments
Past 30 days
Launched App
5+ Articles Read
1+ Article Shared
Yesterday
Last week
Last Month
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User Segmentation 101: Future Behavior Segments
LIVE User Segments, Dynamically Created as Behavior Takes Place in your App
Viewed Product
Added to Cart
but Did not Buy
in 15 minutes
Realtime
Qualify as soon as Nothing Yet Read 1 Read 2 Read 4
Users in the App reading articles RIGHT NOW
Qualify for segment as soon person reads their 5th article
+
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Launched App
Article ViewedArticle Shared
Product Viewed
Added to CartDid not buy
Possibly based onSingle User
Actions
More likely a Combinations of Actions that users Do or Don’t Do is more effective
User Segmentation 101: Behavior & Other Attributes
It is about Capturing Realistic User Journeys
add any other demographic, device, location or other user attributes that
business demands
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The Proof is in the PuddingData shows Segmentation is the key to Dramatically Better Conversions
0
2
4
6
8
10
12
14
16
18
20
# of Behavioral Triggers
2-4%
8-14%
18-25%
0 1 or 2 3+
Conv
ersio
n Ra
tes *
Dear John 2 m ago
The watch you added to cart has just 2 pieces left. Hurry up and grab the OFFER now!
Did not Buy
John
Product Viewed+
Added to Cart+
* Conversion Rates data based on 1000 randomly picked customer campaigns in June 2016.
#AppRetentionTO
Segmentation + Timing + Personalized Messaging
Segmentation & Timing provides great CONTEXT, personalization is the CONTENT
Users who in last 30 minutes
Dear John 2 m ago
The Casio Watch you added to cart has just 2 pieces left. Grab the OFFER now!
John
Dear Amanda 2 m ago
There’s only one piece of the Prada handbag left. This might be your last chance!
Amanda
Dear Rebecca 2 m ago
Gucci shoes are now qualified for free shipping if you buy today.
Rebecca
Did not Buy
Product Viewed+
Added to Cart+
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Segmentation, Timing PLUS Personalized Messaging Drives Results!
More Proof, More Pudding
2%4% 5%
12%
19%
24%
25%
35%
* Conversion Rates data based on 1000 randomly picked customer campaigns in June 2016.
0
5
10
15
20
25
30
35
40
Conv
ersio
n Ra
tes *
Broadcast Basic Contextual
PersonalizedSegmente
d
Live Segments (Triggered Campaigns)Past Behavior ( Scheduled Campaigns)
Check out our Sunday sale. Use coupon code
CAD40 for 40% off.
Our Special Sale for Women is this Sunday. Use code CAD40 for
40% off on all women’s shoes & bags.
The Gucci Shoes you were looking at is on
sale Sunday. Use code CAD40 for 40% off on all
shoes & bags.
Hi Amanda, The Pink Dress in your cart would
be perfect for this wedding season. Click to
get 40% off.
clevertap.comclevertap.com/case-studies/clevertap.com/live-product-demo/
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Sunil ThomasCofounder & [email protected]@suniltom
Questions
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9:30 – 10:00 am
Panel DiscussionThe secrets of Mobile Retention, Actionable Analytics and Engagement
Jed Schneiderman Marina Mann Stephen Henrik Tapped Mobile EatSleep Ride Globe2Go
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9:30 – 10:00 am
Jed Schneiderman is President and Co-Founder of Tapped Mobile. Tapped is Canada’s leading mobile marketing agency. They work with brands across a range of services such as location based targeting, cross platform targeting, in-app marketing and retention, augmented reality, mobile coupons and more.
Prior to starting Tapped, Jed held senior roles at Microsoft, Bell Media and Procter and Gamble where he lead marketing, media and technology activities for some of Canada’s largest brands.Jed is also an advisor at the Ryerson Digital Media Zone and past member of the CMA Digital Council and the IAB Search Committee.
Jed SchneidermanTapped Mobile
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9:30 – 10:00 am
Marina Mann is CEO of EatSleepRIDE, the most advanced and comprehensive app for motorcycle riders. We help riders ride safer, farther, faster. Previously a strategy and eCommerce consultant at Apple Inc. and Virgin Mobile.
Marina co-founded the company with two shareholders of m-Qube Inc,. a North American mobile billing platform for content, messaging, and applications. Together they built a leading social and safety app for motorcycle riders when they discovered a lack of quality, data driven mobile tools available for themselves.
You can download EatSleepRIDE free in 150 countries for iOS and Android.
Marina Mann EatSleep Ride
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9:30 – 10:00 am
Stephen HenrikGlobe2Go (Globe &Mail)
Stephen Henrik is currently the Product Manager for Globe2Go, The Globe and Mail's e-Paper with thousands of subscribers and available on all mobile platforms.
Prior to that, Stephen was the first person to start The Globe's mobile business in 2009. Stephen has been in a product role for both established media companies and startups for 15 years.
He also has a passion to help caregivers and is the founder of TheHappyCaregiver.com
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10:00 – 10:30 am
App DevelopmentHow important planning and adding the right data and analytic tools are in building and maintaining your application
Kundan JoshiTheAppLabb
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10:00 – 10:30 am
Kundan Joshi is the founder and CEO of TheAppLabb, a leading product innovation firm focused on strategy, design and development of mobile apps. With global offices in Toronto, New York, Hong Kong, Melbourne and India, TheAppLabb has created over 450 apps for clients ranging from leading enterprises, like Unilever, Samsung and Dell to exciting start-ups.
Kundan is also the founder of 15 other companies including StartupLabb, an accelerator for tech start-ups. Joshi is a sought-after motivational speaker, well-known community leader, avid youth mentor, passionate start-up advisor and active advocate for new immigrants. Joshi was recently awarded the Innovator of the Year award at Transformation Awards 2016.
Kundan has software engineering degree from Western University.
Kundan JoshiTheAppLabb
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IMPORTANCE OF DATA & APP ANALYTICSKUNDAN JOSHI, CEO
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SOLUTIONS ACCELERATOR& INNOVATION LAB
App Strategy
SERVICES
App Design
App Development
MOBILE APPS LAUNCHED
450+GLOBALOFFICES
6YRS OF CLIENT
HAPPINESS
9
Maintenance & Promotion
CLIENTS
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In a startup, the purpose of analytics is to iterate to a
product - market fit before the money runs out
“
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• Define Goals• Identify Metrics /
KPIs• Measure with
data & analytics
Product – Market fit
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• Conversion• Downloads• Engagement• Churn Rate
2. STICKINESS STAGE
KEY METRICS PER STAGE
• Customers interviewed• Assumptions quantified• Total Addressable
Market
1. USER VALIDATION STAGE
• Transactions• Customer Lifetime Value• Cost per engagement
4. REVENUE STAGE
• Affiliations / Partnerships• Automation
5. SCALE STAGE
• Customer acquisition cost
• Shares• Ratings
3. VIRALITY STAGE
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ANALYTICS PLATFORMS
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User behavior and demographics
Financial insights
Analyze by segment and cohort
Measure user acquisition performance
A/B testing and optimization
Personalized / customized user messaging
NECESSARY APP ANALYTICS
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USER BEHAVIOUR & DEMOGRAPHICS
• New mobile users
• Sessions
• Active mobile users
• User retention
• Installs by country
• Session frequency
• Time spent in the app
• Active users by app version
• Top device / carrier / firmware
• Identify Most Valuable Users
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USER EVENTS
• Transaction completed
• Level completed
• Facebook share
• Content search
• Call made
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1. Average revenue per daily active user
Daily Revenue (from store reports) _____________________________ Daily Active Users (analytics)
2. User Lifetime Value
= Average revenue / daily active user (analytics) X Expected days retainer
3. Profit
= Acquisition Cost – User lifetime value
FINANCIALINSIGHTS
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USER SEGMENTS& COHORTS
• User segments (based on actions)• Transaction completed• Level completed• Facebook share• Content search• Call to action made
• User cohorts (based on time)
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USER ACQUISITIONPERFORMANCE
Click attribution (CAT)
• Origin of each install
• User’s cost of acquisition
• App engagement benchmarks
• Revenue generated
• ROI for all media spending
per user
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A/B TESTING &OPTIMIZATION
• Price points for purchasing
• In-app messaging
• Value propositions
• Color options for buttons
• Placement of advertising units
• Facebook Connect integration points
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PERSONALIZED / CUSTOMIZED
MESSAGING
• Personalized email, in-app &
push notifications
• Customized user experience
• Increase engagement, retention
& revenue
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Put it out data to everyone in your company – to receive insightful questions or have the next great idea.
PROVIDE ACTIONABLE DATA TO ALL
Decide on significant metrics to make public, and share them with your users
MARK YOUR MILESTONES
Every data point should answer a question today or in future.
COLLECT SMART DATA
Allow regular exploration of the data without expectation. The new insights will surprise you.
LEAVE ROOM FOR SERENDIPITY
Focus on company-wide KPIs (key performance indicators) and constantly ask how your work contributes to them
MEASURE SUCCESS AGAINST BENCHMARKS
Instead of looking at potholes in the rear-view mirror, think about fixing the road ahead.
BE PROACTIVE VS REACTIVE
Work backwards to track data for actionable insights later.
START WITH QUESTIONS
Reports should be set up once and refreshed as necessary; analysis time focused on answering questions.
DON’T MANUALLY PULL REPORTS
0402
08
06
0301
07
05
STEPS TO BEING DATA DRIVEN
Looking at both no. of users & length of time. MEASURE RELEVANT SAMPLE SIZECreate centralized location for test results for team
LEARN FROM MISTAKES
Zoom out & look at long timeframes & see bigger trends.
CONSIDER LONG VIEW
Monitor reviews & emails for usability improvements.
QUANTIFY CUSTOMER SENTIMENT
1210
1109
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CONCLUSION
• Incorporate gathered insights and analysis into real-time decision making.
• Development strategy should be built around metrics.
• Features designed & built are determined by outcomes of testing.
• Marketing campaigns - measured and optimized - winners replicated & losers terminated.
• Determining product roadmap based on user data is as close to letting your customers make decisions.
• Every day in your app, users vote about how it should be improved through their intentions, interactions and, wallets.
• How well is your organization set up to listen?
#AppRetentionTO@jkundan | @theapplabb
QUESTIONS?
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10:30 - 11:15 am
Coffee Break
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10:45 – 11:15 am
Panel DiscussionWhy certain apps keep their top rankings in the App Store and GooglePlay
Arkady Fridman Gary Yentin CleverTap App- Promo
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10:45 – 11:15 am
Gary Yentin is a senior mobile executive, with over fifteen years of experience managing strategy sales, product, marketing, operations, and technology for established media entertainment, and technology companies.
For the last ten years Gary has focused on mobile technologies, including content development and distribution having worked for m-Qube in the capacity of Vice President, and mobile advertising having worked with Admob, Enpocket, Nokia, Quattro and Jumptap.
In the last seven years, Gary has focused on the business of mobile applications, discovery, distribution and monetization and is CEO and Founder of the award winning agency- www.app-promo.com.
Follow him @Apppromo
Gary YentinApp- Promo
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Mobile App Marketplace
Today’s app economy is ultra competitive. Currently, there are over 800MM * user star ratings, and over 30MM mobile applications worldwide in the iOS and Google Play App Stores
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Mobile App Discovery
Getting your app discovered and downloaded is even harder. Over 80% of apps downloaded are only used once! Keeping people coming back to your app is the key to your business success and driving retention for your app.
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Mobile Engagement Facts
Consumers want simplicity . . . Consumers are beginning to consolidate their mobile moments into a handful of mobile apps and platforms to accomplish tasks more easily. They want to get in, get something done, and get out.
Forrester Aug 2016
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Mobile Engagement Facts
More iOS users receive push notifications, but more Android users open them. 89% of iOS app users receive push notifications, while only 83% of Android app users do. The average open rate is 60% and 40% CTR.
Forrester Report: Feb 2016
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Acquisition (Top of Funnel)
• # of Downloads• Attribution – from where
Top Metrics Everyone Should Track
Activations • Are users Launching the app after Install?
• % of Downloads that App LaunchedRetention • Are users coming back?
• Ex: Day 1, 3, 7 after 1st Launch
Engagement • Are users performing key activities? How frequently?– App Launch View Item Exit– AL Search View Items (5x) Purchase
*Time spent not necessarily important
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Uninstalls • Are users keeping my app?• 3 of 4 apps uninstalled after 1st Launch
Top Metrics Everyone Should Track
Drop Offs • Are users completing key activities
Reachability • Can I contact my users? By what channel?
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1. Track event based interactions2. Ask for opt in for Push Notifications3. Create mobile moments to personalize the user’s experience4. Make social sharing easy to use5. Use rewards to build brand loyalty
Five Key Factors
How to Drive Engagement
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Mobile Engagement Facts
Forty-one percent of adult smartphone owners (ages 16+) first learn about an app by speaking to friends and family, and 16% of them learned of a new app via social networking websites such as Facebook.
Forrester April 2015
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Q&A Mobile Top Rankings
• Why do certain app’s maintain top rankings?
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Q&A Mobile Top Rankings
• What are the best ways to keep an app’s top ranking?
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Q&A Mobile Top Rankings
• How important is social media to maintain top ranking ?
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Q&A Mobile Top Rankings
• How important is paid media in maintaining top rankings?
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Q&A Mobile Top Rankings
• How do analytics play a role in maintaining an app’s top rankings ?
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Q&A Mobile Top Rankings
• What Canadian apps are doing it right ?
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11:15 – 11:30
Question and Answers
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9:00 – 9:0 am