Localytics ENGAGE - The Future of Engagement
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Transcript of Localytics ENGAGE - The Future of Engagement
The Future of EngagementLou Orfanos, VP Product@loutwit
WARNING: SCARY CHART FOR MOBILE MARKETERS
Despite massive number of available apps, users are downloading and using the same number of apps
Sources: eMarketer, Flurry, Nielsen, Activate analysis
Hurdle: Identity
Hurdle: Identity
Hurdle: Demystifying Data Science
Hurdle: Channel Overload
Hurdle: Relevance
Cool Localytics ad!
(But I work here)
Cool join.me ad!(But I used to work
there)
Hurdle: Continuity of Experience
Simple engagement deceivingly complexPush
Message In-app
Message
Customer Profile
Database
Dynamic Messaging for Personalization
CTA tracking: Engagement, Conversion,
Retention etc.
Push Tracking: Viewed / Open / Clicked
Audience Qualification
Event behavior tracking
Deep linked via key value pairs
Message A/B Test
Scheduling Automation to send at right time
Custom HTML for In-app message
Influence on Engagement, Conversion, Retention
There’s a lot of technology to help
Marketing Landscape Guidance
“Scapes” “Maps” “Stacks” “Verses” Focused on Vietnam
Keep it simple
Use the lifecycle as an organizing framework for engagement
4 Building Blocks of Great
Engagement
Applied together to all parts of Lifecycle
1. Data2. Automation3. Personalization4. Optimization
Scorecard for Benchmarking Engagement
Acquire Engage Grow Retain
Data
Automation
Personalization
Optimization
A DCC
Engagement Roadmap: Acquire
Crawl Track clicks /
downloads Welcome emails &
splash screen
Walk Full downstream
attribution of spend Lightly personalized in-
app / in-product tutorials
Run Auto-optimize spend for
CAC or LTV Targeting on inferred
preferences Personalized onboarding
Engagement Roadmap: Engage
Crawl Nurture emails Ad-hoc push
messages Measure clicks &
opens
Walk Cross-channel nurture Light Personalization A/B Test Messages Engagement impact Automated NPS
Run Ongoing, chained multi-
campaign journeys Predictive behavioral
segmentation 1:1 dynamic frequency
capping Learned algorithms for
optimization Personalized content + UI +
recommendations
Engagement Roadmap: Grow
Crawl Blast offers across
channels Track total revenue
Walk Trigger-based
messages (Free Shipping!)
A/B test creative to compare revenue
Tie efforts to ARPU
Run Conversion, upsell &
cross-sell predictions Auto-optimize towards
custom conversion events & LTV
Predicted preferences Real-time location data
Engagement Roadmap: Retain
Crawl Blast email / push
dormant users Measure overall
retention
Walk Personalized ad hoc
retention and winback offers
Data science to find churn segments
Run Programmatic churn
predictions Remarket outside of your
app or product Auto-campaign
qualification Auto-optimize toward
custom retention goals
Launching Today:
True Impact™ The first product to truly
quantify mobile campaign impact
THANK YOUContact me at [email protected]