upday - mobile engagement best practices
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#engagefenway
engage or bustMadeleine WantProduct Owner: upday GmbH
#engagefenway
#engagefenway
• what is upday?
• engagement for loyalty
• analytics for insight
• targeting for revenue
What does success look like?
#engagefenway
upday tells you what you need to know
and learns what you want to know
#engagefenway
• content: Axel Springer– europe’s largest publishing house
• channel: Samsung– world’s largest mobile manufacturer
a partnership
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Germany
Poland
United Kingdom
France
#engagefenway
a unique situation…no legacy code
guaranteed user base
0 – 2mil AU in 60 days
adoption demands
stakeholder demands
engagement demands
#engagefenway
a unique situation…no legacy code
guaranteed user base
0 – 2mil AU in 60 days
adoption demands
stakeholder demands
engagement demands
... requires a customised strategy
#engagefenway
1. engagement for loyalty
2. analytics for insight
3. targeting for revenue
#engagefenway
target group 1.6m users audience 44k users
channel In-App
conversion 2.5%
Loyalty: personalising content
#engagefenway
Loyalty: personalising content
among converted users:
before after
swipes 153 283 +85%
inventory 109 204 +87%
sessions 7 10 +30%
#engagefenway
Loyalty: personalising content
among converted users:
+20% inventory increase against all users
before after
swipes 153 283 +85%
inventory 109 204 +87%
sessions 7 10 +30%
#engagefenway
an average upday user30 min / month150 swipes / month
Insights: understanding users
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audience a) early churners
audience b) power users
Insights: understanding users
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early churner power user
26% 78%
18-34 34+
heavily male heavily male
non-parents non-parents
Insights: understanding users
#engagefenway
drivers: mobile news consumption
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Segmentation: driving revenue
all users
location, language
gender, age standard DMP data
#engagefenway
Segmentation: driving revenue
all users
location, language
gender, age standard DMP data
interests
consumption upday advantage
#engagefenway
Segmentation: driving revenue
#engagefenway
Segmentation: driving revenue
all users
location, language
gender, age
interests
consumption