The guide to automating app growth
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- 2. Putting your App's Growth on Autopilot
- 3. Today, more than ever, there is fierce competition between over 4 million apps across Google Play and the Apple App Store. 3 Too often apps go un-noticed on the app stores
- 4. This has resulted in over 95% of the apps to be free-to- download so smartphone users wind up downloading a lot of apps 4 Unfortunately, those people use very few of the apps that get downloaded
- 5. 5 The apps that dominate our screen time are from companies that have built big data platforms to target and retarget users
- 6. 6 Most publishers, whether they are Indie developers or even most Fortune 1,000 companies don’t have the ability to invest in such infrastructures or hire the experts and data scientists needed
- 7. Most app publishers say that their biggest challenges to growth are user engagement and retention Challenges to App Growth 7 "Mobile Analytics and traditional marketing automation doesn’t scale to mobile"
- 8. Since traditional segmentation tools can’t help precisely target specific user sets, it is critical for publishers to look for integrated platforms that can help them identify which users to target and then automate 8
- 9. At mobile scale, targeting sets of users based on their behavior makes the most sense Understanding "Growth Automation" 9 It is important to utilize an automation platform to enable this engagement so you minimize the effort required to identify and engage with users
- 10. An intelligence-driven automation solution can analyze metrics across a number of key dimensions based on user behavior, context, geography, device characteristics, networks, context etc. to get a deep understanding of user behavior and actions. Understanding "Growth Automation" 10
- 11. Insights can be used to improve Retention, Activation, and Engagement by automating behavior Understanding "Growth Automation" 11
- 12. About 25% of all apps only ever get launched once after download 80% of all new users drop off during the first week after install On-boarding – First Impressions Count 12 0 25 50 75 100 Install After 1 Launch After Week
- 13. By providing a customized on-boarding experience at first-launch, app publishers can start to build a relationship to develop repeat users. On-boarding – First Impressions Count 13 App Publishers can welcome and thank the user, introduce the benefits and key functionality of the app, and show them how to get started, all with personalized experiences and messaging based on
- 14. Active Users is certainly a more helpful metric than Installs but surprisingly, not by a whole lot. It’s not just important that a specific user was Active but it’s important to quantify how active that particular user was in terms of dimensions like genre of app, how often, when, for how long and in what areas of the app. For example, counting a user who is active for 3 seconds on a search app may be okay but not a content creation app. Installs and Active Users are vanity metrics 14
- 15. Activations 15 To address this problem, its helpful to also measure and engage with Activated Users – or users who have crossed a certain threshold of activity. Activation metrics can quantify user behavior such as number of app starts, time spent in-app, and number of days an app is used in a week or month and can help in separating just active users from power users.
- 16. For instance, a social photo sharing app may decide to consider a user activated once they share 3 photos with friends regardless of how many pictures they took. Activations provide a unique and insightful characterization of app user behavior and is a much more real indicator of users using the app than active users. On-boarding – First Impressions Count 16 App publishers should also define custom activation metrics that are specific to their app.
- 17. For an app to be successful, it has to develop user loyalty and stickiness. Meaningful Engagement Yields Loyal Users 17 User Engagement is critical to monitor and respond to because it signals how the app is being used. As users engage with different aspects of your app, you should develop meaningful touchpoints to keep the user’s attention and add value to what they are trying to achieve.
- 18. Every app user has a lifecycle. Users can stop using an App for a number of reasons. Retaining & Resurrecting users 18 As Users become inactive and start to go into attrition, its your job to remind them why they used the app in the first place. By selectively automating reaching out to users at specific time periods, you can retain users that might be at risk of attrition and resurrect users that may have stopped using the app or even may have uninstalled the app.
- 19. Regardless of your goals in developing an app, engaging and retaining your users has to amongst one of the top priorities for any app. In the extremely competitive world of the app stores, the apps that can stay top of mind and build meaningful relationships with their users will be the ones that are most successful. Take the First Step to Automate Growth 19 We arm every app publisher with sophisticated intelligence to successfully compete
- 20. Advanced Intelligence Analytics Plus Behavioral Intelligence Loyalty & AttritionActivations App-defined Dimensions Revenue Intelligence Growth Automation™Intelligence ExplorerPersonalization Intelligence™ Mobile Marketing In-App NotificationsContextual Marketing Visual Intelligence Installs, DAU, MAU Screens & Scenes Retention & Churn Events & FunnelsEngagement & Usage Behavioral Analytics Curated Events Push NotificationsCampaigns
- 21. What does Growth Intelligence® bring to users? •Visual Intelligence Key business metrics, real-time activity, cohorts without instrumentation •Intelligence Explorer Target millions of users using automated segmentation across key behavioral attributes •Growth Automation Automatically onboard users, engage active users, and resurrect users in attrition •Contextual Marketing Reach out to every user at a time when they will be most receptive •Personalization Intelligence Individualize user experience, context, and flow based on user behavior 21
- 22. High Engagement Low Engagement Low Revenue High Revenue Highest Revenue Higher Engagement Medium Engagement Lower Engagement Medium Loyalty High Loyalty Lower Revenue Higher Revenue Per-game Ticket buyers Discount Ticket Holders Seasonal Ticket Holders Personalization Tags High Engagement, Low Revenue and Seasonal Ticket Holders 500 Tags that use this: High Value Responsive to Political Alerts Add Nodes Merge Nodes Selection Tag Whales Counts & Reach out + Enter a tag or pick suggestion High Value Minnows Whales Novice Experts Advocates Personalization Intelligence App-defined Dimensions Revenue Intelligence
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