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
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
The apps that dominate our screen time are from companies that have built big data
platforms to target and retarget
users
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
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"
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 engagement
8
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
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
Insights can be used to improve
Retention, Activation, and Engagement
by automating behavior
Understanding "Growth Automation"
11
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
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 user's traits.
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
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.
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.
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.
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.
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
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 IntelligenceInstalls, DAU, MAU
Screens & Scenes
Retention & Churn
Events & FunnelsEngagement & Usage
Behavioral Analytics
Curated Events
Push NotificationsCampaigns
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 MarketingReach 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
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
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