3. 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
4. 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. 5
The
apps that dominate
our screen time are
from companies that
have built big data
platforms to
target and retarget
users
6. 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
7. 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"
8. 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 8
9. 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
10. 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
11. Insights can be used to
improve
Retention, Activation,
and Engagement
by automating behavior
Understanding "Growth Automation"
11
12. 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
13. 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
14. 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
15. 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.
16. 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.
17. 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.
18. 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.
19. 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
21. 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 Marketing
Reach 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
