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3 Use Cases You Might Be MissingHenry Cipolla, CTO & Co-Founder, Localytics

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• In-App messaging and OOBE• Places as an analytics tool• Churn management

Agenda

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In 2010, 26% of downloads resulted in a single session

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Of users only use an app ONCE.

Today: 23%

Barely Anything Has Changed!

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My proposal: Use In-App Messaging to test different onboarding experiences

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• No need for tricky deep linking

• Limited potential for personalization

• Experience must be simple by definition

• Impact measurement is easy

Onboarding makes it easy

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Straight to content• Use inputs like

location, time, and language to guess what customer wants

• Drop them right into the experience

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Preferences• Start building profiles

• Can use this data just for messaging

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Grand Overview• Expose many

features at once

• Analytics on this can show which features users use want

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Places!

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Straight Forward Use Cases• Land at an airport• Walk into a store• At the stadium• Localized news

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Measure Your Offline Marketing

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Retail• Measure in store dwell time• Monitor competitor locations• Test new neighborhoods• Combine store profiles with

analytics

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Localization• Using neighborhoods to localize app

content• Remember that “straight to content”

onboarding experience?

#engagefenwaySource: Localytics, 2014

54%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.

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This probably won’t work

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Being too clever probably won’t either

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Start as early as possible

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Message Aggressively

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Use the audiences

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On Facebook• Average cost to

reacquire is 1/5 vs new

• Use profiles and events to make relevant ads. Don’t advertise your app

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THANK YOUContact me at henry@localytics.com

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