battlefield tactics to improve customer retention on mobile
TRANSCRIPT
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B a t t l e fi e l d Ta c t i c s t o I m p r o v e C u s t o m e r Re t e n t i o n o n M o b i l e H e n r y C i p o l l a , C o - f o u n d e r & C T O
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• Expect immediate value every time• Want a seamless mobile experience across
devices• Demand personalized content tailored to their
specific behavior, location and interactions• Really don’t like to be annoyed by useless push
messages • Perceive there to be an infinite number of apps
Consumer Demands
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Bad mobile engagement happens
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Mobile Engagement Crisis
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▪ 25% of users will only launch your app once▪ 35% of push messages are not segmented▪ 50% of people already view push as annoying▪ 48% of people opt-out of push▪ The most popular metric for determining mobile success is downloads
Signs point to tipping in the wrong direction
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Yet, we know users want push
Users with push enabled have
88% more app launches
Source: Localytics, 2014
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How do we shift toward the right
path?
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• Manage opt-in• Personalize experiences with segments, not words• Send fewer, better messages• It is too late for retention campaigns
#feedyourapp
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• Manage opt-in• Personalize experiences with segments, not words• Send fewer, better messages• It is too late for retention campaigns
#feedyourapp
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Bad Example
Do not immediately ask for push permissions
(first launch)
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• Manage opt-in• Personalize experiences with segments, not
words• Send fewer, better messages• It is too late for retention campaigns
#feedyourapp
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Source: Localytics, 2014
“Hi Henry” is NOT personalization
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Sports Apparel App
(your entire userbase)
Segment your audience
#feedyourapp
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3% of broadcast pushmessages are clicked
7% of targeted pushmessages are clicked
15% of users converted 54% of users converted
BROADCAST TARGETED
Segment your audience
• vs
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No Targeting Behavioral Targeting Behavioral and User Profile Targeting
Behavioral, User Profile, & Predictive Targeting
0%
5%
10%
15%
20%
25%
30%
We’ve observed that granular, multi-factor targeting has an
immediate, material impact on retention across a range of
app sizes, categories, and business models.
+190% +250%
+440%
7-D
ay
Rete
ntio
n %
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• Manage opt-in• Personalize experiences with segments, not words• Send fewer, better messages• It is too late for retention campaigns
#feedyourapp
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• Manage opt-in• Personalize experiences with segments, not words• Send fewer, better messages• It is too late for retention campaigns
#feedyourapp
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The Churn problem trumps the logic of traditional segmentation and targeting…
…once you’ve observed a user to churn, it’s already too late.
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Delivery Hero beat churn by getting ahead of the problem.
THE RESULT: > 11% increase in retention in first 30 days.
About:
- Takeaway and food delivery platform
- 2,000 Employees - 34 international markets- 10 million monthly orders- $3.1 billion valuation (June
2015)
THE OPPORTUNITY: Predictive targeting & personalization at scale.
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By identifying risky behavior early in theuser lifecycle…Discovering the ‘aha!’ moments that lead to true product adoption
• 7+ friends in any given user’s first 10 days
For Delivery Hero…
- Users who performed 1+ Checkout Success Events in their first 14 days were 16% less likely to churn; and
- Users who performed 3+ Restaurant Tapped events in their first 3 days were 13% less likely to churn
- Chamath Palihapitiya Growth @ Facebook
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…to segment and communicate with churn risk users. - Predictively segment which users
are at-risk of churn
- As users become flagged for churn risk, put them on a ‘happy path’ towards retention
- Sequence of touch points optimized towards maximizing ROI
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S A L E S F O RC EM A R K E T I N G C LO U D I N T E G RAT I O N
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The Localytics/SFMC integration solves these challenges:
• Localytics Profile data is combined with SFMC Contact data, giving you one complete picture of your users across web and mobile
• Create multi-channel engagement by including Localytics messages in your SFMC Journey Builder campaigns
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THANK YOU