Best Practice Audience Segmentation for App Retargeting: Early and Late Stage (with Remerge)
Transcript of Best Practice Audience Segmentation for App Retargeting: Early and Late Stage (with Remerge)
The Mobile Measurement Company 1
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‣ Why Segmentation
‣ Segmentation Use Cases
‣ Intro: The Audience Builder
‣ Audience Builder Case Studies
‣ Optimization of Retargeting Campaigns
‣ Q&A
Today’s Agenda
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‣ We will record the webinar
‣ You will receive the slides & recording via Email
‣ Let’s make this interactive
‣ Q&A at the end
Housekeeping
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100+ Billion Data Points
Tracked Monthly
1000+ Integrated
Advertising Partners
2 Petabytes Monthly Traffic
140+ employees
22,000+ Integrated
SDKs
#1 iOS
Attribution SDK*
*Source: http://mightysignal.com/top-ios-sdks?tag=24
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Why Segmentation
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94%of marketers increased
their KPIs with personalisation
VB - Marketing Personalisation: maximising relevance and revenue
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Benefits of segmentation
‣ Improve CRM
‣ Increase conversion rates
‣ Create tailored marketing programs
‣ Reduce server costs for clients and
networks - no callbacks for segmentation
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Retargeting Push campaignsCross Promo Lookalike
Use Cases for Segmentation
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Segmentation Use Cases
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What can you segment by?
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All users
Create exclusion lists
Conditions
APPS INCLUDEYour App
Action: Exclude all your app users so when you work with any new network they will not target your existing users.
Goal: Target and acquire new users without targeting existing users
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Users who’ve not opened the
app in x days
Users who’ve spent over x amount of revenue in the last x time period
Dormant VIP users
Dormant VIP users
Conditions
APPS INCLUDEYour App
LAST SESSION MORE THAN15 day(s) ago
TOTAL REVENUE MORE THAN150 EUR
INSTALL TIME LESS THAN4 month(s) ago
ATTRIBUTIONSNon-organic
Goal: Convert your dormant users to get back in the app or make a new purchase
Action: Re-engagement campaign and/or targeted push messages
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Viewed an itemAdded to cart but never purchased
Purchase intentionConditions
APPS INCLUDEYour App
LAST SESSION MORE THAN3 day(s) ago
EVENT INCLUDEAdd to cart
COUNTRIES INCLUDEUnited States
EVENT INCLUDE Cancel the payment
Started the payment but did
not finish
Intention to purchase
Action:Target with re-engagement ad or push campaign reminding them about the item they viewed or added to the cart.
Goal: Convert users who showed an intention to purchase, get them back in to the app and encourage to finish the purchase.
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Users who opened the app
in the last X days
Users who have spent X amount of money
Active VIP users
Active VIP users
Conditions
APPS INCLUDEYour App
LAST SESSION LESS THAN10 day(s) ago
TOTAL TIME SPENT MORE THAN1 hour
REVENUE EVENTS MORE THAN3
TOTAL REVENUE MORE THAN$200
Users who browse in app longer than
average
Goal: Acquire new high value users who will engage with your app
Action: Leverage Facebook’s Value Based Lookalike targeting and/or deliver reward via targeted push or re-engagement campaign
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Users who did not engage with the last push more than 5 months ago
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Users who never finished
registration
Users with less than 3 sessions over 1 month period
Inactive users
Inactive users
Conditions
APPS INCLUDEYour App
EVENT EXCLUDERegister
INSTALL TIME MORE THAN3 month(s)
COUNTRY INCLUDEEurope
LAST SESSION MORE THAN2 month(s)
Users who installed the app 6
months ago
Action:Target with the re-engagement ad to entice them to register and move down the funnel.
Goal: Convert your inactive users to get back in the app or complete the registration / desired action
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Users who’ve redeemed a promo code or voucher
Users who like promotions
Conditions
APPS INCLUDEYour App
EVENT INCLUDERedeemed Voucher Y
LAST SESSION LESS THAN2 week(s) ago
COUNTRY INCLUDEUnited States
TOTAL REVENUE LESS THAN$200
Action: Target users with a new promotion to increase engagement
Goal: Convert users with new promotion
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Audience Builder Overview
Download advertiser IDs and push tokens
directly from adjust
dashboard
Full control over the
data you share
Powered by your own
Adjust data
Dynamic segments that automatically
update
Split segments for A/B testing
Segments are always
deduped
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Intro: Audience Builder
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How Runtastic Did ItCase Study
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How Runtastic
did it
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Benchmark Campaign
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‣ Segmentation via Audience
Builder
‣ Last active session within 14 days
‣ App activity > 1 min (event)
‣ Custom Audience targeting
‣ Users who installed the Sixpack
App 180 days prior
‣ Split by gender
Before After
How Runtastic did it
‣ Facebook module activated
(install + events)
‣ Standart Audience targeting
‣ Users who installed the Sixpack
App 180 days prior
‣ Split by gender
Goal: „Target users that have been active in their portfolio but did not engage with Runtastic Results yet.“
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Before After
How Runtastic did itGoal: „Target users that have been active in their portfolio
but did not engage with Runtastic Results yet.“
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Only until September 30th
Try Audience Builder for Free
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Suca merdaJob Title
www.remerge.ioPersonal e-mail
Name Company/Client 2
Segmentation: The Key to Campaign Optimization
Dr. Christian Liesegang
Company introduction
• Remerge is the first platform custom-built for app retargeting from the ground up.
• Founded in 2014, based in Berlin, San Francisco, New York, Tokyo and Singapore.
• Our infrastructure was designed to maximize reach handling over 1.5 million bid requests per second, allowing advertisers to seamlessly retarget users across Facebook and 350,000 apps, globally.
• An end-to-end integrated platform, Remerge eliminates manual efforts with simple, SDK-less data access.
On Today’s Agenda • Some Audience Builder Use Cases
• OuiBus Competitor Evaluation• Utilizing Historic Data • Running an Uplift Test
• Real-Time Optimization• Real-Time Data Transfer• Revenue Data• Balance Targeting
• Dynamic Product Ads• Tracking In-App Events• Product Feed Integration• Some examples
• Bid Request & Geo-Targeting • Bid Request Data• Location Targeting • Facebook
• Late Stage Retargeting • Long Term Performance• FoodPanda: Evolution of Creatives
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www.remerge.ioPersonal e-mail
Name Company/Client 2
Audience Builder Use Cases
Use Case #1
Competitor Evaluation Test
• OuiBus ran a competitor evaluation test to determine which retargeting vendor delivered the best results.
• Using the audience builder tool, OuiBus segmented their app audience and exported two even lists to the competing vendors.
• After running a test for 4 weeks, OuiBus evaluated the performance of both vendors and determined that Remerge drove better performance.
Use Case #2
Utilizing Historical Data
• Using the Audience Builder, advertisers can supply us with historical data instantly.
• We use this data to build richer user segments based on the previous in-app actions taken by the user like the last time they opened the app, made a purchase or completed a level.
• Incorporating this historical data allows advertisers to further refine segments and deliver more targeted and personalized display ads that feel more relevant to the user.
Use Case #3
Running an Uplift Test
• To determine the uplift driven by a single retargeting vendor, advertisers can run an uplift test by splitting an audience into a test and control group and serving ads to the test group to measure the effectiveness of display ads on re-engagement.
• With the Audience Builder tool, advertisers could select the test group and withhold the control group to be certain the vendor is sticking to the rules of the test.
• If you want to target a segment like first time purchasers, real-time data is essential so that we stop retargeting these users the moment they convert in your app.
Suca merdaJob Title
www.remerge.ioPersonal e-mail
Name Company/Client 2
Real-Time Optimization
Optimization Pro-Tips
Real-Time Data
Remerge
S2S
Your Audience
Data
Sent in Real-time
S2S
Your MobileMeasurement Partner
• Arming your retargeting partner with the full power of your data allows for increased segment granularity.
• Advertisers and users can benefit from the increased campaign accuracy as users will stop being retargeted the moment they complete the desired action.
• This prevents banner fatigue for users and saves advertisers money.
Revenue DataTraffic Filtering & Real-Time Insights
• Receiving revenue data in real-time allows our algorithm to optimize by filtering out the bad performing traffic.
• It allows our account management team to optimize the retargeting campaign based on the ROAS.
• Our account managers can then provide advertisers with real-time feedback on campaign performance.
Optimization Pro-Tips
Balance Targeting
• Real-time data transfer allows advertisers to send display ads targeted to a specific social demographic or user profile.
• Social casino apps can retarget users who are running low on credits with ads inviting them to claim their free credits to continue engaging with the game.
• In order to target these users, we need to access in-app data to target users who are running low on credits. It doesn’t make sense to target a user with 200 credits with the same messaging.
Suca merdaJob Title
www.remerge.ioPersonal e-mail
Name Company/Client 2
Dynamic Product Ads
Dynamic Product Ads
Tracking In-App Events
• Dynamic product ads are one of the highest performing ad formats on the market. Our clients have seen up to +329% higher conversion rate with dynamic ads than static ads.
• By tracking in-app events, advertisers can serve users personalized display ads featuring products the users were interested in before closing the app. The user is then brought back to the relevant page within the app via deep link to complete the desired action
Simple Product Feed Integration
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• Increase the relevancy of your ads by showing the products your users love
• Leverage your product feed to dynamically compose ads based on their preferences
• No restrictions on your feed regarding parameters, events or data columns
• Any common formats allowed (CSV, TSV, XML, etc.)
• We can either pull your feed directly from your hosting solution, or host the feed on our Amazon S3 platform
Use Case #1
eCommerce App
• An eCommerce app could retarget a user who was browsing shoes to encourage them to add the item to their cart and complete the purchase.
• What if the user didn’t forget about the item, it just wasn’t what they were looking for? By tracking in-app events, we can target the user with product recommendations of different items that might be more suited to their needs.
• When the user completes their purchase, we can then retarget them with dynamic ads offering complementary products.
Use Case #2
Gaming App
• By their very nature, gaming apps require a higher level of engagement than most other apps. This level of engagement means a plethora of user data which can be used to create highly-personalized dynamic ads.
• We can pinpoint exactly where in the game the user lapsed and retarget them with a dynamic ad offering a tip or the item they need to ‘level-up’.
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www.remerge.ioPersonal e-mail
Name Company/Client 2
Bid Request & Geo-Targeting
Bid Request & Geo-Targeting
• A bid request contains attributes like OS, country, latitude-longitude, and category of the app publisher.
• This information can be paired with data about user preferences and activities to really hone in on specific groups of people, and also exclude groups of people you don’t intend to target. Geo-targeting allows you to target a user wherever their device goes.
• Local customization allows for stronger user engagement and can be used to advertise regional events and promotions.
Bid Request & Geo-Targeting
• Some apps like food delivery, ticketing and general service apps offer services and products only available in specific areas or cities. These apps can benefit from geo-targeting as it allows them to target only those specific users and not waste budget on users who cannot purchase or use the offered service.
• Bid request data can also be used to serve display ads in localized languages and currencies to provide a more contextual user experience.
Bid Request & Geo-TargetingFacebook
• Built in collaboration with Facebook, Remerge’s unique audience segmentation capability consolidates engagement insights from both the programmatic and Facebook campaigns, thus radically increasing bidding & targeting efficiency. The dynamic synchronization has been designed to eliminate lag or waste –allowing advertisers to benefit from the increased accuracy.
• From looking at bid request data, we might notice that at weekends there’s a peak in activity. We can then send this information to Facebook to allow them to bid more efficiently.
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www.remerge.ioPersonal e-mail
Name Company/Client 2
Late Stage Retargeting
Long-Term Approach To Maximizing Performance
• Our campaigns with advertisers will evolve over time, as we get more event-data and information about users.
• This allows our Account Strategists to help identify additional events, fine-tune segments, and enhance your to maximize scale and increase your ROAS.
FoodPanda – Evolution of Creatives
Standard Ads Native Ads Dynamic Ads Video
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www.remerge.ioPersonal e-mail
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Thank You!
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