best practice audience segmentation for app retargeting: early and late stage (with remerge)

The Mobile Measurement Company 1


‣ Why Segmentation

‣ Segmentation Use Cases

‣ Intro: The Audience Builder

‣ Audience Builder Case Studies

‣ Optimization of Retargeting Campaigns

‣ Q&A

Today’s Agenda


‣ We will record the webinar

‣ You will receive the slides & recording via Email

‣ Let’s make this interactive

‣ Q&A at the end

Housekeeping


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

The Mobile Measurement Company

Why Segmentation

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94%of marketers increased

their KPIs with personalisation

VB - Marketing Personalisation: maximising relevance and revenue


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


Segmentation Use Cases

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What can you segment by?


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


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


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


Viewed an itemAdded to cart but never purchased

Purchase intentionConditions


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.


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


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


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


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


Users who’ve redeemed a promo code or voucher

Users who like promotions

Conditions


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


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


Intro: Audience Builder

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How Runtastic Did ItCase Study

27


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.“


Before After

How Runtastic did itGoal: „Target users that have been active in their portfolio

but did not engage with Runtastic Results yet.“


Only until September 30th

Try Audience Builder for Free

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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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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.

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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.

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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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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.


• 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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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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Name Company/Client

Thank You!

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