soundhound - mobile engagement best practices

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SoundHoundRainer Leeb, Sr. Dir. Growth & Engagement, SoundHound

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Growth as more than just a function within the company, but as a framework for the business.

MarketingProduct

UXEngineering…

...everyone thinking about the various factors that go into growth...

Acquiring new usersRetaining existing users

Viral feedback thru sharing.

By the numbers:

- 300+ million users- 200+ countries- 25 languages- 100k new downloads daily- 750k songs streamed daily- 150k videos streamed daily

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SoundHoundThe most immersive Music Search and

Player experience on mobile

HoundA hands-free voice

search & assistant to quickly get what you

want

HoundifyBuild smart voice interfaces for your

apps & devices using our API

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• Approach– Grow loyal user base with engaging new features– Increase referral traffic from power users– Optimize visibility for global organic traffic

• KPIs– Power User Loyalty– WAU– Downloads

SoundHound – Global Reach

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Getting onboarding with push right: Behavioral segmentation.

User’sPersonal View D1 to user

with no visit to History

Page

Segment Notify Convert Educate

Clicks 12% Conversions 20%, 92% lift over control

Follow-up with targeted message

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4% Increase in Week 1 Retention Curves

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Post-onboarding retention strategy:Automation & Testing at Scale

Profile Attributes

Use 50+ attributes for segmentation & targeting

Frequency Capping

Rate limit automated campaigns

Control Groups

Holdout 5% of audience to measure impact

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• Approach– Structure in the lifecycle funnel– Convert organic & paid users– Keep regular users informed & engaged

• KPIs– Day 1 retention– WAU– CPI

Hound App – Early Lifecycle

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Introducing Hound:Say it. Get it.

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Leveraging existing install base to launch and grow a new product.

HOUND installed on deviceNo HOUND installed on device No HOUND usage last 7d,UBER installed on device

No HOUND usage last 7d,No UBER installed on device

16% attribution rate of newly acquired Hound users at launch

week (Branch + Localytics)

6% of weekly active users come from Facebook Remarketing

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Optimizing response rates with segmentation and A/B testing.

Test Winner Loser Conversion Lift

Push Copy Detailed Generic 42%

Recency of Engagement

Active 30d Active 31-60d 177%

Push Engagement

Opened Push L30d

Push Enabled 55%

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• Biggest impact in engagement– Behavorial targeting– Audience segmentation– Copy testing– Global scaling– Tracking results

• Challenges– Scaling personalized pushes– Negative reviews/uninstalls– iOS push engagement– Statistical analysis– SDK integration fatigue

What’s working/challenges

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• Conversion - UX/UI Analytics– Capture time on screen– Time to first interaction– Heatmaps and gestures– Partner integrations (Crashlytics)

• Paid Marketing efficiency - Attribution– Campaign level metrics– App Store attribution– Attribution partner integrations

• Push + Email– Personalization– Send time testing and optimization

Plans for 2017 – Grow Hound!

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THANK YOU

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