This webinar between Localytics and AppLift looks at how you can drive valuable insights from your mobile first-party data and then apply that knowledge to creating a winning mobile app marketing and advertising strategy. Hosts: - Tom McMahon (Localytics) - Alexandre Pham (AppLift)

1. How to Leverage First-Party Data to Drive a 360 Degree
App Marketing Strategy
Driving App Growth

2. MEET YOUR HOSTS
Tom McMahon
Product Marketing Manager
@macmathunat
Alexandre Pham
Head of Platform Solutions
@alexandrepham
#360appstrategy

3. #360appstrategy
Introduction: Localytics
#360appstrategy
• Localytics is a lifecycle
engagement platform
• For web and mobile
apps
• Automate and
optimize at every
stage to deliver
personalized
experiences

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

5. #360appstrategy
Introduction: AppLift
#360appstrategy
• 7 Global Offices
• Global reach for app
advertisers in every
vertical
• Mobile programmatic
DSP technology with
data onboarding
functionalities

6. AGENDA
#360appstrategy
1. Data Collection & Segmentation
2. Leveraging Data for Mobile Marketing
3. Questions & Closing

7. Data Collection &
Segmentation
#360appstrategy

8. 1st
What do we
mean by
party data?
#360appstrategy

9. #360appstrategy
• It’s YOUR data
• YOUR Users &
Audiences
• Habits & Behavior
• Demonstrated
Interests
It’s
Free!

10. First-Party Data: Where does it come from?
• Web
• Social
• Mobile
• CRM
• In-store POS
#360appstrategy

11. Pageviews vs. Sessions
• Visitors
• Visits
• Pageviews
• Events
• Users
• Sessions
• Events
#360appstrategy

12. Let the data tell the story
#360appstrategy

13. Is Your App Offering Value?
Going beyond the
download level
#360appstrategy
New
User
New
User
New
User

14. #360appstrategy
How a User Interacts with the App

15. Critical:
APP
LAUNCH
20% of
apps
opened
once

16. Critical:
SESSION
LENGTH
Measures true app
engagement

17. More Frequent App Launches Drive a Greater
Time in App
#360appstrategy

18. What about event tagging?
#360appstrategy

19. Events in your app you
wish to see users carry out
Verbs
#360appstrategy

20. The attribute level
(below the event level)
Nouns
#360appstrategy

21. • Article Read
• Article Commented On
• Article Rated
• Article Shared
News App
#360appstrategy

22. • Was an article shared on
Facebook or Twitter?
• Was the rating positive or
negative?
News App
#360appstrategy

23. Driving Insight
#360appstrategy

24. #360appstrategy

25. Custom Dimensions
#360appstrategy
• Free Users
• Premium Users
• Weekly/Monthly
Cohort

26. User Funnels
Sign-Up
Premium
Registration
Shared
Media
#360appstrategy

27. Relevant User Funnels

28. • What’s preventing
the next step?
• Uncover how you
can tweak your app?
• Which funnels are
most successful?
Relevant User Funnels

29. Which groups are using my app and how?
#360appstrategy
• The Video Streamers
• Set-Top-Box-Users
• The Commuter
• The Loyal Consumer

30. What that segment could look like?
#360appstrategy
• 2 Conversions (2 Shows
in a row)
• Favorite Show Name
• Favorite Show Category
• Average Session Length
• Subscription Type

31. Leveraging First-
Party Data for Mobile
Marketing
#360appstrategy

32. Continuing to Engage Users
New
UsersMarketing
outside the
app
Existing
UsersMarketing
through
the app

33. Marketing Outside the App
Remarketing Paid Advertising

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

35. • Delivering messages to your
users home screen
• Pushing messages to users
aren’t currently using your app
PUSH
MESSAGING
What’s the difference: Push v. In-App
Messages

36. #360appstrategy
• Notifications that are
displayed when the user is
active in the app
• Highly contextual and
triggered based on other in-
app events
IN-APP
MESSAGING
What’s the difference: Push v. In-App
Messages

37. Behavioral Data vs. Profile Data
#360appstrategy

38. The perfect union for personalization
#360appstrategy

39. The perfect union for personalization
#360appstrategy

40. Cultivate deeper relationships
#360appstrategy
The Case for
Complete
Profiles
• More costly to
acquire a new user
• Complete profiles see
how your app fits into
the user’s life
• Apps that stick know
their users and solve
their problems

41. Surprise & DELIGHT Your Users
#360appstrategy

42. Now With 100,000 Users
#360appstrategy

43. Lather, 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

45. #360appstrategy

46. The Rise of
Programmatic
Advertising
#360appstrategy

47. Fact nº1:
CPIs
are
increasing…
+76%
YoY
#360appstrategy

48. Fact nº2:
Users are
hard to
retain… 60%
#360appstrategy

49. 0.23%
#360appstrategy
Fact nº3:
Only few
of them
monetize
.

50. What makes data so powerful in RTB?
#360appstrategy

51. NEGATIVE
TARGETING
#360appstrategy

52. RE-ENGAGEMENT
&
CROSS-APP
TARGETING
#360appstrategy

53. LOOKALIKE TARGETING
#360appstrategy

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

55. #360appstrategy

56. #360appstrategy
Q + A