13 tricks to get the most out of the S Pen

13 tricks to get the most out of the S Pen

1. —_— |

Driving App Growth

How to Leverage First-Party Data to Drive a 360 Degree
App Marketing Strategy

App Lift |lLocalytics

2. MEET YOUR HOSTS

Tom McMahon Alexandre Ten

Product Marketing Manager Head of Platform Solutions

> @macmathunat y @alexandrepham

#360appstrategy App Lift |MlLocalytics

3. Introduction: Localytics

* Localytics is a lifecycle
engagement platform

* For web and mobile
apps

* Automate and
Acquire Esa & Retain optimize at every
m stage to deliver

personalized
e > 4 | experiences

#360appstrategy AppLift | Localytics

4. App Lift

data driven app marketing

AppLift is a data-driven
technology
company that empowers mobile
app advertisers to acquire and
re-engage users at scale

App Lift |MLocalytics

5. * 7 Global Offices

* Global reach for app
advertisers in every
vertical

* Mobile programmatic
DSP technology with
data onboarding
functionalities

#360appstrategy App Lift |MLocalytics

6. AGENDA

1. Data Collection & Segmentation
2. Leveraging Data for Mobile Marketing

3. Questions & Closing

#360appstrategy AppLift |MlLocalytics

7. Data Collection &
Segmentation

#360appstrategy App Lift | Localytics

8. #360appstrategy

9. Its YOUR data

YOUR Users &
Audiences |

|
« Habits & Behavior dl E

+ Demonstrated
Interests

#360appstrategy

10. First-Party Data: Where does it come from?

» Web
» Social
+ Mobile

+ CRM

* In-store POS

#360appstrategy App Lift | MLocalytics

11. ee NT j
~ Pageviews vs. Sessions
HN /

« Visitors
« Users
¢ Visits

" * Pageviews

« Events
« Events
Pr

+ Sessions

#360appstrategy App Lift |El Localytics

12. Let the data tell the story

#360appstrategy App Lift | Localytics

13. Is Your App Offering Value?

— Going beyond the
ores download level

New
> New User Bag

5
cm Si |

#360appstrategy App Lift |MLocalytics

14. How a User Interacts with the App

#360appstrategy / \ppLift [MLocalytics

15. Critical:

APP
LAUNCH

16. Critical:

SESSION
LENGTH

17. More Frequent App Launches Drive a Greater

Time in App

App Category Engagement
August 2014
© Session Length (Minutes) # App Launches per Monta
25.1
16.3 16.7 154
127
9.6 9.5
8.9
69 = 64 68 er
au 4.0
= où & M a
MUSIC HEALTH AND SOCIAL TRAVEL ENTERTAINMENT SPORTS GAMES NEWS
FITNESS NETWORKING
ElLocalytics x sai

#360appstrategy AppLift | Localytics

18. What about event tagging?

#360appstrategy App Lift | Localytics

19. Verbs

Events in your app you
wish to see users carry out

#360appstrategy » Lift | \Localytics

20. Nouns

The attribute level
(below the event level)

#360appstrategy » Lift | Localytics

21. News App

¢ Article Read
¢ Article Commented On
° Article Rated

° Article Shared

#360appstrategy » Lift | Localytics

22. News App

¢ Was an article shared on
Facebook or Twitter?

¢ Was the rating positive or
negative?

#360appstrategy » Lift | Localytics

23. #360appstrategy AppLift | Localytics

24. App Lift | Localytics

25. Moston Times

GO AD-FREF

* Premium Users

* Weekly/Monthly

26. User Funnels

Shared
Sign-Up Media

Premium
Registration

#360appstrategy App Lift |MlLocalytics

27. Funnels

aeons 114087 9%

28. What's preventing
the next step?

+ Uncover how you
can tweak your app?

+ Which funnels are
most successful?

ORANGUTAN

sruck?

29. Which groups are using my app and how?

The Video Streamers

Set-Top-Box-Users

The Commuter

#360appstrategy

30. What that segment could look like?

2 Conversions (2 Shows
in a row)

Favorite Show Name
Favorite Show Category

Average Session Length

Subscription Type

+

#360appstrategy > App Lift | Localytics

31. Leveraging First-
Party Data for Mobile
Marketing

#360appstrategy App Lift | Ll Localytics

32. Continuing to Engage Users

—_

New ma Existing
Mdéetisg “ Malk@ting
outside through
the app y the app

33. Marketing Outside the App

Remarketing | Paid
Advertising

34. What’s the difference: Push v. In-
Messages

| our of 4 users Won't come back agan

090
oo

0

17

35. What’s the difference: Push v.

In-App ys Re.

MESSAGING

* Delivering messages to your
users home screen

= Pushing messages to users
aren't currently using your app

36. What's the difference: Push v.
In-App : i" ‘
Messages

MESSAGING

* Notifications that are
displayed when the user is
active in the app

* Highly contextual and
triggered based on other in-
app events

Mi

#360appstrategy App Lift |MlLocalytics

37. Behavioral Data vs. Profile Data

#360appstrategy App Lift | MLocalytics

38. The perfect union for personalization

a —

Personalized
Profile Data Behavioral Data Campaign
LEE 1 U pdded an em to their con Send a push message with
between the ages of 25-30 within the last week a discount code, cart items

reminder, or free shipping

is + Em - =

39. The perfect union for personalization

Behavioral Data Campaign
Bred» parts article m = O Sed e reia Ge Het

raum P= + fee = [==
Behavioral Data Personalized Campaign
M Made à purchase estore ef © Send an Kali Cal Coupon
A + [ES zen
€ Indie lan el er Des a, ne
le Age Range: 20-40 + Fi Liens ta 10; te À Seng à ea tw discover ar es
A Feroe Music Type: nde (Ore las! two wrens, = to mew Inche artists & songs

) |
#360appstrategy | AppLift E

40. The Case for

= Complete Profiles

Cultivate deeper relationships

IN-APP BEHAVIOR

Lam In-Aggı Evert: Favorited
Product

Unit App Oper: Y20/2015

More costly to
acquire anew user

Complete profiles see
how your app fits into
the user's life © GNUNE BEHAVIOR

Lam Website Viet: 53/1/2015
Apps that stick know ie
their users and solve
their problems

41. Surprise & Your Users

(P Broadcast: © Tumetod

of broadcast push of targeted push
messages are clicked messages are clicked
vs IN
h EY
N
of users converted 1% of users converted

#360appstrategy AppLift | MLocalytics

42. Now With Users

(P Broadcast: © Tuogrd

3% of 100,000 users = 7% of 100,000 users =

R
VS. SY

N

15% of 3,000 opened 54% of 7000 opened
messages = messages =

|

#360appstrategy App Lift | MLocalytics

43. Rinse & Repeat

What is the impact
of my campaign?

How has my recent in-app
campaign affected
conversion numbers?

Have my retention numbers
been improved with my
latest campaign?

How are my marketing
Programs contributing to
revenue?

44. Leveraging Data for
Mobile Advertising

#360appstrategy App Lift | Localytics

45. #360appstrategy App Lift |El Localytics

46. The Rise of
Programmatic

PROGRAMMATIC 4

#360appstrategy AppLift |MLocalytics

47. Fact n°1:

48. Fact n’2:
Users are
hard to
retain...

#360appstrategy

49. #360appstrategy eos

50. What makes data so
powerful | in RTB?

#360appstrategy AppLift | Localytics

51. TARGETING

5 } |

u

ss

\
a

=

#360appstrategy AppLift |MlLocalytics

52. REENGAGEMENT

&

u _KROSS-APP
TARGETING

#360appstrategy AppLift |MlLocalytics

53. LOOKALIKE TARGET

#360appstrategy App Lift | Localytics

54. What programmatic platforms should
provide for a 360° app strategy...

#360appstrategy App Lift |El Localytics

55. #360appstrategy App Lift |MlLocalytics

56. App Lift |lLocalytics