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Putting your App's Growth on Autopilot

Today, more than ever, there is fierce competition

between over 4 million apps across Google Play and the

Apple App Store.

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Too often apps go un-noticed on the app stores

This has resulted in over 95% of the apps to be free-to-

download so smartphone users wind up downloading a lot of apps

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Unfortunately, those people use very few of the

apps that get downloaded

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The apps that dominate our screen time are from companies that have built big data

platforms to target and retarget

users

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Most publishers, whether they are

Indie developers or even most Fortune 1,000

companies don’t have the ability to

invest in such infrastructures or hire the experts and data scientists needed

Most app publishers say

that their biggest challenges to growth are

user engagement and retention

Challenges to App Growth

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"Mobile Analytics and traditional marketing automation doesn’t scale to

mobile"

Since traditional segmentation tools can’t

help precisely target specific user sets, it is

critical for publishers to look for

integrated platforms that can help them identify which users to target and

then automate engagement

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At mobile scale, targeting

sets of users based on their behavior

makes the most sense

Understanding "Growth Automation"

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It is important to utilize an automation

platform to enable this engagement so you minimize the effort required to identify and

engage with users

An intelligence-driven automation solution can analyze metrics across a number of key dimensions based

on user behavior, context, geography, device characteristics, networks, context etc. to get a

deep understanding of user behavior and actions.

Understanding "Growth Automation"

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Insights can be used to improve

Retention, Activation, and Engagement

by automating behavior

Understanding "Growth Automation"

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About 25% of all apps only ever get launched once after download

80% of all new users drop off during the first week after install

On-boarding – First Impressions Count

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0

25

50

75

100

Install After 1 Launch After Week

By providing a customized on-boarding experience at first-launch, app publishers can start to build a relationship to develop repeat users.

On-boarding – First Impressions Count

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App Publishers can welcome and thank the user, introduce the benefits and key functionality of the app, and show them how to get started, all with personalized experiences and messaging based on user's traits.

Active Users is certainly a more helpful metric than Installs but surprisingly, not by a whole lot.

It’s not just important that a specific user was Active but it’s important to quantify how active that particular user was in terms of dimensions like genre of app, how often, when, for how long and in what areas of the app.

For example, counting a user who is active for 3 seconds on a search app may be okay but not a content creation app.

Installs and Active Users are vanity metrics

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Activations

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To address this problem, its helpful to also measure and engage with Activated Users – or users who have crossed a certain threshold of activity.

Activation metrics can quantify user behavior such as number of app starts, time spent in-app, and number of days an app is used in a week or month and can help in separating just active users from power users.

For instance, a social photo sharing app may decide to consider a user activated once they share 3 photos with friends regardless of how many pictures they took.

Activations provide a unique and insightful characterization of app user behavior and is a much more real indicator of users using the app than active users.

On-boarding – First Impressions Count

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App publishers should also define custom activation metrics that are specific to their app.

For an app to be successful, it has to develop user loyalty and stickiness.

Meaningful Engagement Yields Loyal Users

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User Engagement is critical to monitor and respond to because it signals how the app is being used.

As users engage with different aspects of your app, you should develop meaningful touchpoints to keep the user’s attention and add value to what they are trying to achieve.

Every app user has a lifecycle. Users can stop using an App for a number of reasons.

Retaining & Resurrecting users

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As Users become inactive and start to go into attrition, its your job to remind them why they used the app in the first place.

By selectively automating reaching out to users at specific time periods, you can retain users that might be at risk of attrition and resurrect users that may have stopped using the app or even may have uninstalled the app.

Regardless of your goals in developing an app, engaging and retaining your users has to amongst one of the top priorities for any app.

In the extremely competitive world of the app stores, the apps that can stay top of mind and build meaningful relationships with their users will be the ones that are most successful.

Take the First Step to Automate Growth

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We arm every app publisher with sophisticated intelligence to successfully compete

Advanced Intelligence

Analytics Plus

Behavioral Intelligence

Loyalty & AttritionActivations

App-defined Dimensions Revenue Intelligence

Growth Automation™Intelligence ExplorerPersonalization Intelligence™

Mobile Marketing In-App NotificationsContextual Marketing

Visual IntelligenceInstalls, DAU, MAU

Screens & Scenes

Retention & Churn

Events & FunnelsEngagement & Usage

Behavioral Analytics

Curated Events

Push NotificationsCampaigns

What does Growth Intelligence® bring to users?•Visual Intelligence

Key business metrics, real-time activity, cohorts without instrumentation

•Intelligence Explorer Target millions of users using automated segmentation across key behavioral attributes

•Growth Automation Automatically onboard users, engage active users, and resurrect users in attrition

•Contextual MarketingReach out to every user at a time when they will be most receptive

•Personalization Intelligence Individualize user experience, context, and flow based on user behavior 21

High Engagement

Low Engagement

Low Revenue

High Revenue

Highest Revenue

Higher Engagement

Medium Engagement

Lower Engagement

Medium Loyalty

High Loyalty

Lower Revenue

Higher Revenue

Per-game Ticket buyers

Discount Ticket

Holders

Seasonal Ticket

Holders

Personalization Tags

High Engagement, Low Revenue and Seasonal Ticket Holders 500

Tags that use this:High ValueResponsive to Political Alerts

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