app engagement' - keeping users coming back for more - patrick mareuil - #aps2013
DESCRIPTION
A graduate of HEC International Business School, Patrick co-founded Directinet (France’s leading email marketing company) in 2000 and headed Product Innovation & Studies. He assisted several key accounts with their segmentation, eCRM and data enrichment strategy and was the inventor of Email Appending and of the Dynamic Prospecting Database, two disruptive solutions in the sector. In 2010, Patrick co-founded Ad4Screen, the French leader in performance-based mobile marketing, now based in the UK. 200 clients have already chosen Ad4Screen’s unique technologies. Ad4Perf is a mobile acquisition and tracking platform, helping advertisers acquire more quality app users at reduced cost. Ad4Push is a Mobile CRM tool delivering multi-OS push notifications and in-app messages. At Ad4Screen, Patrick is responsible for designing technologies that optimize performance in mobile acquisition and retention.TRANSCRIPT
APP ENGAGEMENT KEEPING USERS COMING
BACK FOR MORE
Patrick Mareuil
Co-Founder Chief Innovation Officer
Thursday 11th July 2013
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The award winning SoLoMo marke9ng company founded in 2010 by serial digital entrepreneurs & backed by VCs ($10 Million)
A staff of 100 (marke<ng, campaign management & technology experts) dedicated to your business growth in Europe, with offices in London & Paris
A unique & holis9c approach embracing the mobile channel as a
whole, from acquisi9on to in-‐app purchase
Technology-‐Driven
A LEADING MOBILE MARKETING & TECHNOLOGY GROUP
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ACQUISITION, RETENTION & LOYALTY IN 1 SDK
Acquire
Optimize
Retain
Convert
Engage
Mobile Acquisition Platform
Be connected easily with the whole mobile eco-system
Track in-app activity to optimize according to your real KPI Identify the best traffic sources for your business
Mobile-CRM Technology
Retain users with targeted messages (push notifications & in-app)
Convert active users into customers thanks to behavioral targeting Build a loyalty and set one-to-one marketing program
1 SDK to manage Acquisition & M-CRM!
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MOBILE-‐CRM TECHNOLOGY
Retain, Convert, Build Loyalty
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WARNING!
EVERYTHING you’ve learnt today might be USELESS ! INDEED… WITHOUT A PROPER MOBILE ENGAGEMENT STRATEGY YOUR USER ACQUISITION EFFORTS MIGHT TURN TO BE LIKE POURING OIL INTO…
A COLANDER !
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IT IS CRUCIAL TO RETAIN YOUR USERS…
~25% use a new app only once ! 45% connect between 2 and 10 9mes !
70% of Top 300 apps do not ac9vate or send Push No9fica9ons
Only 3 users out of 10 are loyal to an app
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HAVE YOUR CAKE AND EAT IT!
Building a relevant Mobile RETENTION STRATEGY will have BENEFICIAL IMPACT on your mobile app USER ACQUISITION !
HIGHER FREQUENCY of usage drives more VIRAL EFFECT and CROSS-‐SELL
LOYALTY CRITERIA have an impact on GOOGLE PLAY RANKINGS… and perhaps the App Store Net installs rather than sheer install volumes Frequency of usage over 30 days App Store algorythm tweack in April 2011
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FOCUS ON PUSH NOTIFICATIONS
Message sent to an app user … Through the Mobile Internet and Apple / Google
servers… No SMS Cost Appears on the device even if the APP ISN’T
RUNNING… It triggers the app opening and can pass data to it Subject to user PERMISSION, which is managed
by OS
CRUCIAL FOR APP LOYALTY Ideal to REACTIVATE USERS STRONG RESPONSE rates
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THE PUSH NOTIFICATION EFFECT
Purchaser Rate (%)
+ 33 %
+ 290%
App open frequency index
x1,7 x2,2
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WHAT DOES A PROPER RETENTION STRATEGY MEAN?
Your efforts should aim for:
Higher FREQUENCY of usage
Higher ACTIVE user rates
ANTI-‐CHURN ac<ons
Higher ARPU through upselling, cross-‐selling…
A greater RECOMMENDATION rate or sharing rate
Overall a HIGHER CUSTOMER SATISFACTION
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The right DIALOGUE…
With the right USER
At the right TIME
In the right CONTEXT
By the right CHANNEL
WHICH COULD TRANSLATE INTO…
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THE RIGHT DIALOGUE = THE RIGHT FORMAT
GO BEYOND CLASSIC PUSH NOTIFICATIONS Make your Push more
NOTICEABLE with EMOTICONS
Use DEEP LINKING to redirect to the right content
Use RICH PUSH No<fica<ons and Android overlay POP-‐UPS
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THE RIGHT DIALOGUE = THE RIGHT FORMAT
A Message which is displayed … Inside the RUNNING APP… MULTIPLE DESIGN… NO NEED TO UPDATE the app when changing the
content NO USER PERMISSION needed Same TARGETING CAPACITIES as Push
Ideal to ACCOMPANY USERS during their app naviga<on
CRUCIAL FOR APP LOYALTY
BENEFIT FROM IN-‐APP MESSAGES
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THE RIGHT DIALOGUE = THE RIGHT MESSAGE
We all do it for digital communica<ons (emailing, landing page…) Why wouldn’t we do it for Push No<fica<ons when it’s the most reac<ve Media?
Sample A
Sample B Message B Roll-out
« There are some +ckets for PSG-‐BARCA to win!? Nope, they’re long sold-‐out… But you can win 1 HD TV and 150 FIFA13 apps! Come quickly to par+cipate with Betclick! »
« To celebrate the PSG-‐BARCA game, 1 HD TV and 150 FIFA13 apps are given away! Come quickly to par+cipate with Betclick! »
25% INCREASE in performance … All optimized in 5 MINUTES!
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Encourage users to create a « baby profile » following download…
… to offer a relevant Push program based on the baby age…
Inciter les porteurs inac<fs à revenir dans l’applica<on
THE RIGHT DIALOGUE WITH THE RIGHT USER = RELEVANCY
CUSTOMISATION IS KEY TO RELEVANCY!
RESPONSE RATES 4 x HIGHER than average push no<fica<on rates
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THE RIGHT USER = ANALYSE AND TARGET!
TARGETING IS MANDATORY (don’t forget they can erase your app!) … which means DATA IS KEY
Gather all the necessary Data… User profile Preferences External CRM data App behavioral data Campaign data
Analyse
And combine!
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EXAMPLES OF USER-‐PREFERENCE BASED MESSAGES
Response rates OVER 10% ! 2 X MORE EFFICIENT than regular sale pushes
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EXAMPLES OF BEHAVIOUR BASED IN-‐APP MESSAGES
Item sale IN-‐APP ALERT Target = Low to Mid-‐range PURCHASERS
UPSELLING in-‐app alert Target = Users with no account AND > 2 app openings
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THE RIGHT TIME: TIME REALLY IS MONEY!
x2
Push no<fica<ons are EXTREMELY TIME-‐SENSITIVE 90% of reac<ons occur in the 15 mn following
sending 75% of reac<ons occur in the 5 mn following
sending The World’s MOST REACTIVE MEDIA
Be sure to TEST the RIGHT TIME for your broadcats!
Split-‐tes9ng results for Push-‐scheduling (Ecommerce client)
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THE RIGHT TIME = CUSTOMER LIFETIME BASED MESSAGES
Time
Client Value
D+1
D+5
LO+15
LO+60
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THE RIGHT CONTEXT = BASED ON USER RECENT EVENTS
ABANDONED BASKET use case
Up to 3 x HIGHER RESPONSE RATE… And extremely VALUABLE!
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THE RIGHT CONTEXT = BASED ON USER LOCATION
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THE RIGHT CHANNEL = MULTIPLY YOUR TOUCHPOINTS
As much as possible try and COLLECT OTHER TOUCHPOINTS (Email, Social, SMS)
LINK your mobile profiles with your exis<ng profiles so as to complete your view and manage performing MULTI-‐CHANNEL CAMPAIGNS
Vente-Privée CRM System
= POST
Data Exchange Multi-channel communications
=
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ENGAGING EXISTING USERS CAN BRING YOU MORE USERS ENGAGE YOUR MOST ACTIVE USERS AND MAKE THEM BECOME AMBASSADORS
Posi<vely Rate your app Refer a Friend
IN-‐APP OR PUSH NOTIFICATION
Targeted on several ac<ve segments Message Tes<ng • Nearly 15% click rate • A high impact on stars and hence user acquisi<on
BEFORE
AFTER
Average stars
3,7
Average stars
4,4
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BE IN THE VIRTUOUS CIRCLE!
COLLECT DATA & PERMISSION
ANALYSE
TEST TARGETING
TEST FORMATS
TEST MESSAGES CREATE AUTOMATED SCENARIOS
CENTRALISE THE DATA &
ORCHESTRATE MULTI-‐CHANNEL
MORE TESTING & MORE ANALYSIS !
DON’T WORRY BE HAPPY
MAKE MONEY !
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LAST BUT NOT LEAST
A HIGHLY SCIENTIFICAL…
AND ABSOLUTELY NON-‐SUBJECTIV…
INTERNAL STUDY
HAS SHOWN THAT
PEOPLE USING
HAVE A HAPPIER LIFE & A MORE SUCCESSFUL CARREER…
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ASK THESE GUYS !
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THANK YOU FOR YOUR ATTENTION
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Patrick MAREUIL
Co-Founder [email protected]
@iPatmar +33 1 44 56 87 14
Contact
www.ad4screen.com
@Ad4Screen
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