lean analytics and engagement with clevertap
TRANSCRIPT
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Lean Analytics and Engagement
Jay Dalvi
CS @ CleverTap
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
The world shifted to Mobile first,But analytics never did. Until now..
Doing Lean Analytics and Engagement in the world of big data with CleverTap
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Write down 3 important metrics you measure for your app/website today
# of Downloads, MAU, CAC, CLV, ARPDAU, Attrition %, Retention %, Uninstalls/Day
Or my personal favourite
“investor numbers”
The shiftSession Analytics -----------> User Analytics
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
What’s changed?
From Desktops & Websites
Predictable sessions by multiple users
Single Platform
To Mobile & Apps
Unpredictable sessions by a single user
Multiplatform
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Winners
User Analytics
Multi screen tracking
Actionable metrics
Behaviour changing metrics
Losers
Session analytics
Single screen tracking
Non actionable analytics
Vanity Metrics
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Ideal place to be
Attribute
Where do users find me and how much is the CAC?
Analyse
Who are your users and what do they do?
Measure
Are my campaigns effective enough?
Engage
Be present in the mobile moment
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
(1)
Attribution
Where do users find my product and how much is the CAC?
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Source of download/visit
Tag url’s with UTM jaydalvi.com?utm_source=google&utm_medium=cpc&utm_camp=diwali_emailer
Organic vs. Paid Acquisition
Campaigns to measure CAC. Keep a tab on CAC for all channels and optimise.
Conversion attribution
Don’t stop at measuring downloads, measure end conversions/transaction value.
CAC : CLV % / Not a good idea to continue FB ads if they don’t make business sense.
Attribution
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Attribution providers
Capture FB/Instagram download sources
Appsflyer, Adjust.io, Apsalar etc.
Attribution
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Download <> Conversion attribution
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
(2)
Analyse & Segment
Who are your users and
what do they do?
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Vanity Metrics vs. Actionable Metrics
(feel good metric vs. behaviour changing metric)
Vanity Metrics: Downloads, Registered Users, PageViews, # of Features
Vs.
Actionable Metrics: MAUs, MPU, Features used, AB Variate testing
Analyse
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Most apps who could do with tracking 10 key actionable events.
What to track? User Actions/Events
Ask yourself
● What are the three things you want your users to do on your platform?
● What are the three things your users do on your platform.● Are any of these 6 events vanity?
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Build user personas!
What to track? User Profiles
● Persona : Name, Age, Gender, Email, Phone and Identity ● Preferences : Language, Channel of engagement, Geo● Affinity : Fav Category, Fav Genre, Favourites, Repeat Orders● Behavioural : Frequent Buyer, Window Shopper, COD user
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
• Name your event/profile attributes well.Product Viewed {name} vs. pp{n}; Screenviewed_new {pagename}
• Consistent nomenclature across platformsProductv_web and productviewed_app
• Data Types and syntaxRespect Java primitives. Sending Amount as string.
• ValidationsCheck for null exceptions.
Best practices
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Segmentation
Desirable Segments
App Installs
Frequent Buyers
Article Shared
Undesirable Segments
App Uninstalls
Abandon Carts
Non returning users
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Segmentations
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
(3)
EngageBe present in the mobile moment
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Drive Registrations
Drip/Recurring campaigns for
Lapsers
DID App Installedbut
DID NOT Register within 10 mins
DID a Purchasein the last 60 days
ButDID NOT PurchaseIn the last 30 days
DID NOT App Launch
in the last 5/10/20/40 days
Triggered Engagement
^ Repeat Purchases
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
BROADCAST SEGMENTATION PERSONALIZED
BASIC CONTEXTUAL
Broad Reach Targeted Reach Situation Self Triggered
2-4%conversion rates
5-12%conversion rates
18-24%conversion rates
> 25%conversion rates
“Check out our Florida Summer pre-sale. 20% off if you book by
March 31st ”
“Ladies Special Relaxation & Luxury Florida Summer vacation. 20% off if you book by March 31st ”
“We noticed you were checking out our Florida Resort Properties. 20% off for vacations this summer if you
book by March 31st ”
“Hi Tom!! The Courtyard Boca Raton would be perfect for a break this
summer. Get 20% off if you book by March 31st ”
Spam -----------------> -----------------> Not spam
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
(4)
MeasureAre my campaigns effective enough?
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
• Campaign Reports
Measure
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
• Time of the Day
Measure
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
• Sticky Quotient (DAU/MAU %)
Revenue
Measure
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
• Revenue
Measure
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
• Uninstalls
Measure
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
(case studies)Ixigo ^ engagement by 50%
BookMyShow ^ retention by 25%
Faasos ^ conversion by 7%
• Background:– My conversions for new users are too low (i.e. new users who book an appointment)
• Analyze:– Only 30% of the people who install my app end up converting– Of the users that convert, they do so within 25 minutes, or they never do
• Segment and Influence:– If someone installs an app and does not convert within 25 minutes – add them to my Onboarding
Drop-off Segment and track them over time– Send a personalized Push Notification to each user exactly when they qualify for this segment
• Measure Result:– 90 days after initializing campaign, my conversions increase by 15%
Optimize your new user onboarding
• Background:– My retention is low
• Analyze:– I lose 90% of my users in the first six months
• Segment and Influence:– If once loyal user has not used my App in the last 45 days – add them to my Likely to Churn
Segment– Send a personalized Email to each users exactly when they qualify for this segment
• Measure Result:– Long term retention has increased by 30%
Re-engage your installed base
Ixigo increases day1 engagement & conversions
BookMyShow increases recurring transactions by 25%
Targeting users by their Fav Genre, Fav Category, Last Movie Watched, Preferred Language to increase repeat transactions
Faasos bumps up lunch time conversion by 7%
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
println(thank you for having me);
fin.