Mobile App Measurement – How to Action the Data (Post 2 of 2)

09/18/15

To see post one on the uses of mobile app measurement data, click here.

USING MOBILE APP MEASUREMENT DATA TO REACTIVATE LAPSED USERS AND CUSTOMERS

Let’s move on to how we we can use app measurement data from mobile devices reactivate lapsed users and customers. This tactic is good to improve lower level metrics and drive revenue to invest in top of the funnel. It can be a great way to improve results from your mobile marketing efforts.

These are those critical stages that occur long after the user has visited the app store and installed an app. As I am sure you are aware, many apps lose 80% of users in the first month after an app install, and on the purchase side the data are even more compelling. Mobile analytics tell us that it isnt at all unsuaul for an app to drive conversions from less than ten percent of app installs.

Measurement tools tell us that the cost of second purchase is usually 80-90% less than a first purchase. Most mcommerce businesses fail to get a second purchase from 90+% of their customers that access via a mobile application. Time is not your friend, here, meaning that the longer someone is lapsed, the harder it is to bring them back to the fold.

So how can you use mobile app measurement data and insights to reactivate a lapsed app user or customer? We use something we call a trigger to determine when to retarget lapsed users and customers. Essentially, our platform sends a signal to media partners after N number of days with no activity. That ID is added to a retargeting pool to receive mobile app ads specifically geared to getting them to reengage or retransact.

Apsalar has spent millions developing a mobile app tracking solution that can distinguish between app install ads and retargeting ads. Many mobile app attribution models cannot do so accurately. What’s the right number of days for your trigger? It depends a great deal on your mobile app category, mobile platforms, product purchase cycle, the value of a user/customer, and the core metrics of app engagement.

  1. All mobile app analytics studies show that conversion rate is (almost) never 100% You won’t drive a mobile app conversion from everyone. You need to look at your iPhone and Android app users and message to the to the extent that it is fruitful/profitable.
  2. You don’t need iPhone and Android apps analytics to know that some of your lapsed Android and iPhone app users didn’t like app and will never return, no matter how much you spend. You need to identify that inflection point of profitability.
  3. Some probably abandoned your app because user experience was weak. Your app metrics can provide strong clues here. If user experience appears to be an issue for your business, correct that failing before your deliver more mobile app retrargeting ads. Ad campaigns cannot correct for bad user experience.
  4. Some users will require multiple paid launch events in order to become regular users.
  5. Try different frequencies and time lapse periods to determine what’s right for your business. We often see that there is a different ideal frequency regarding an app for Android versus an app for iPhone.

And always be sure to optimize your mobile app ads campaigns to your KPIs, not surrogate metrics.

POWERING ENGAGEMENT VEHICLES WITH MOBILE APP MEASUREMENT DATA

Brands need to leverage ALL communication vehicles in order to maximize the success of your apps. Ads are a part of that communication, but you should leverage everything in your purview, not least because many of these tactics cost little or nothing to use. I’m talking about push notifications, email, app message centers, your app’s offer center, as well as a variety of ad platforms. Let me show you how Apsalar manages this process seamlessly for both “batch” and “triggered” ids.

We’ve actually integrated with lots of mobile app service providers so that you can use Apsalar to control your data and deliver the right IDs and insights to virtually any leading marketing partner. That includes the key players in:

  1. Marketing Automation Platforms
  2. Push Notification Platforms
  3. Mobile, Omni-Channel CRM
  4. Message Centers
  5. Email DBs
  6. Site Personalization Tools
  7. Tag Managers

So you can deliver precisely targeted push notifications to support an initiative like activating a cart abandon, or virtually any other action you are trying to drive.

USING MOBILE APP MEASUREMENT DATA TO POWER APP CROSS-SELL

Users of your other apps are a natural new user/customer base for you new app . First, the cost to acquire them for the second app will likely be much lower. Second, the strong customer profiles that you have for the first app will help you segment users to identify ideal targets for your new app. You’ll be able to do so by examining

  1. App usage patterns
  2. Interests
  3. Lifestyles
  4. Propensity to make in-app purchases

I am sure you can see how any of these factors can help you identify the right people to target, and even what you might want to say to them.

LEVERAGE EVERY ENGAGEMENT TYPE USING MOBILE APP MEASUREMENT DATA

Make sure to empower all of your engagement types with insights from mobile app measurement data. In our interviews with some marketers, we heard that sometimes there is territoriality between the marketing teams for different apps. Really try and break this down. The reality is that your apps should be different enough to mitigate concerns about cannibalization.

In addition, explore ways to get creative in messaging to attract cross-users. While these users of one app are likely a good prospect base for another, you need to unlock your teams’ creativity in order to make the best use of resources and drive the highest response rates.

HOW MOBILE APP TRACKING POWERS ADVANCED LOOKALIKE MODELING

App developers and app publishers have been leveraging lookalike modeling for acquisition efforts in the PC realm for years, so it should come as no surprise that it is a fast-growing area for app marketing. Likely, many of the app media partners you work with are already leveraging lookalike models on your behalf.

But in our view, lookalike modeling is best done by a brand that collects and analyzes all of its installs and customers FROM ACROSS ALL MEDIA VENDORS, in order to understand the complete picture of its customer base. While sophisticated mobile app advertising media partners can do a good job with lookalike modeling using the installs and customers that they drive, there is no substitute for the broadest possible view.

Another key element of brand-centered lookalike modeling is the opportunity to identify more target audience segments from across all of its users. By arming your media partners with ALL the segments, you will empower them to drive even better results for your brand.

While more brands are taking steps to collect and leverage all of their customer data, too many punt this challenge, with the result that they limit the business results that they can obtain from their app business. By creating a common data store of customer profiles from across all vendors, a brand can not only safeguard its information and prevent data leaks, it can also ensure that all of its marketing programs are informed by the best possible customer insights.

7 USE CASES

So that about covers the 7 ways you can help drive extraordinary marketing results and really work to fix your app conversion funnel. As I mentioned at the beginning, the key here across all of these tactics and strategies is creating a superior customer understanding by gaining real individual-level user and customer insight. That’s why Apsalar has a broader mission than some other companies in the mobile app attribution and tracking space – to not only provide insight into marketing partner effectiveness but also to provide really rich customer profiles – and through them insights – that you can leverage for target marketing.

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