This document outlines an agenda for an event on app retention and engagement in Toronto, Canada. The event includes presentations on using analytics to improve retention, case studies of Canadian apps that are successful at retention, and a discussion on how planning and data tools can help build and maintain apps. Speakers will discuss topics like user segmentation, personalized messaging, and how timing and context affect conversion rates. The event aims to provide insights into using analytics to understand user behavior and keep users engaged with mobile apps.

1. #AppRetentionTO
App Retention + Engagement = $$$
(Canadian focus :) eh!
July 18th, 2016
9am – 11:30 am

2. #AppRetentionTO
Agenda
9:00-9:30 Introduction to CleverTap and the secrets of Mobile Retention, Actionable Analytics
and Engagement -Sunil Thomas-CleverTap
9:30-10:00 Panel Discussion: Canadian case histories of App that are doing it right. -
Jed Schneiderman, Tapped Mobile, Marina Mann, EatSleepRide, Stephen Henrik,
Globe2Go (The Globe and Mail)
10:00-10:30 How important planning and adding the right data and analytic tools are in building
and maintaining your application - Kundan Joshi, TheAppLabb
10:30-10:45 Coffee Break
10:45-11:15 Why certain apps keep their top rankings in the App Store and GooglePlay -
Arkady Fridman, CleverTap, Gary Yentin, App Promo
11:15-11:30 Question. Answers and Good byes :)

3. #AppRetentionTO
9:00 – 9:30 am
Introduction to CleverTap
The secrets of Mobile Retention, Actionable Analytics and Engagement
Sunil Thomas
CleverTap

4. #AppRetentionTO
9:00 – 9:30 am
Sunil Thomas
CleverTap
Sunil Thomas is the cofounder and CEO of CleverTap. He cofounded the company when he
recognized the need to bring together the best of Analytics with best of User Engagement in a
single product.
Prior to CleverTap, Sunil has held CTO roles at public companies including Network18 Media
based in Mumbai and Infospace Inc. (now Blucora) based in Seattle, WA. As CTO, Sunil’s
expertise has been to apply technology trends for business benefit to ensure optimum delivery
of fresh ideas, new products and new customers to market. His specialties include building
winning teams, maximizing productivity in technology teams and project execution and delivery.
Earlier in his career, Sunil worked at Tata Consulting Services, Microsoft and Hewlett Packard. His
first entrepreneur foray was as CTO for Zephyr Software Inc. which was acquired by Infospace in
1999.

5. Secrets of Actionable Analytics, Mobile Engagement & Retention
July 18, 2016

6. #AppRetentionTO
Seeing the Trees in the Forest
Everything in the Forest is not the same
Recently Acquired
New Users
Referred 5 Friends
Power Users
Active, but never purchased
Engaged but not Buying

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Summary Data only gets you so far
Active Users
DAUs 14,110
MAUs 518,020
Time
DAU: Daily Active Users | MAU: Monthly Active Users

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Our App is like a Maze
Users stuck
in a loop
Using the App but not
doing anything significant
Users stuck
at a dead end
Added-to-Cart but
did not buy
Our Users are Navigating all the Time

9. #AppRetentionTO
START
END
Sign in
Listened to Track
Favorited Artist
Shared Playlist
Bought Album
Our EVERYDAY JOB is to Simplify that Maze
Users are at different stages of their journey and many need help along the way
3 Simple Steps to Success!
★ Create your Customer Journeys
★ Segment & Track Users between Milestones
★ Communicate with User Segments to move
them forward on their journey

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Step 1. Create your Customer Journeys
The Devil in the Details of Analytics. It is Hard!
★ Acquisition: Users acquired via. Facebook in March …
• still listening to 2 or more tracks every month after that, but has not shared a playlist
• since purchased 1 album, but not active for the past 30 days
★ Retention:
• Users who has listened to 30+ tracks the past 90 days, but have not launched the app in the past 10 days
★ Actions combined with Inactions
• Users who registered, but haven’t listened to a single track within X minutes/hours or days since registration
• Users who added to their shopping cart, but have not purchased, broken down by prior customers or not
★ Churned? Legacy Versions?
• Users who’ve previously purchased but now UNINSTALLED the App
• Users who are active on older versions of the app 2 months after the new version has been launched
★ … and many more combinations to uncover different milestones of your customer journey ...

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Step 2. Segment & Track Users between Milestones
Never Purchased
New Users
Buyers
Uninstalled
(Churned)
Male Users
Female Users
Very Rarely
★ Trended over time
★ Analyzed for acquisition source
★ Analyzed for Geography, Reachability
★ … and more ...
Most Segmentation Stops at the Surface

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★ Timely
• to capture the fleeting mobile moment
★ Contextual, hence relevant
• based on current stage in the Customer Journey; based on User Behavior and Attributes
★ Personalized
Step 3. Communicate to Progress Users Forward
Your Mobile Messaging Checklist
Critical to
1. Tightly couple your User Engagement strategy with Analytics and Segmentation
2. Automate your Communication to be Timely and Relevant

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The Impact of Smartphones
What has changed now?
Cannot treat Mobile like our Web & other Digital Business of the past
★ Extremely Personal, ALWAYS ON devices
★ Significant Contextual Data to take advantage of
★ Multiple Channels to reach Users
Polar Opposite Session
Behavior *
Session
Length
Session
Frequency
Desktop
Mobile
50% 50%
* Session data based on 100 randomly picked customers who integrated both Mobile & Website with CleverTap in June 2016.

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Loyal Users
Engaged but not Buying
Abandoned Cart
Highly Engaged
Lunchtime Buyers
New Users
Churns
First Time Buyers
Dissatisfied
Lightly Engaged
Power User
Reality: What our User Segments Look Like
In a Geo Zone

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Loyal Users
Engaged but not Buying
Abandoned Cart
Highly Engaged
Lunchtime Buyers
New Users
Churns
First Time Buyers
Dissatisfied
Lightly Engaged
Power User
rated app 1 star
followed artist, created
playlist and shared multiple times
viewed 5 or more trailers
but not yet bought a ticket
only buys between
noon and 1:00pm
Reality: What our User Segments Look Like

16. #AppRetentionTO
Loyal Users
Engaged but not Buying
Abandoned Cart
Highly Engaged
Lunchtime Buyers
New Users
Churns
First Time Buyers
Dissatisfied
Lightly Engaged
Power User
Reality: Talking to Each Segment Individually
welcome message
based on acquisition source
personalized survey to
find what went wrong
exactly at 12:15pm send them a coupon
specifically for the taco in their cart

17. #AppRetentionTO
Based on Past User Behavior, Calendar Time or Relative Time
User Segmentation 101: Past Behavior Segments
Past 30 days
Launched App
5+ Articles Read
1+ Article Shared
Yesterday
Last week
Last Month

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User Segmentation 101: Future Behavior Segments
LIVE User Segments, Dynamically Created as Behavior Takes Place in your App
Viewed Product
Added to Cart
but Did not Buy
in 15 minutes
Realtime
Qualify
as soon as Nothing Yet Read 1 Read 2 Read 4
Users in the App reading articles RIGHT NOW
Qualify for segment as soon person reads their 5th article
+

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Launched App
Article Viewed
Article Shared
Product Viewed
Added to Cart
Did not buy
Possibly based on
Single User Actions
More likely a Combinations of Actions
that users Do or Don’t Do is more effective
User Segmentation 101: Behavior & Other Attributes
It is about Capturing Realistic User Journeys
add any other demographic, device, location or
other user attributes that business demands

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The Proof is in the Pudding
Data shows Segmentation is the key to Dramatically Better Conversions
0
2
4
6
8
10
12
14
16
18
20
# of Behavioral Triggers
2-4%
8-14%
18-25%
0 1 or 2 3+
ConversionRates*
Dear John 2 m ago
The watch you added to cart
has just 2 pieces left. Hurry up
and grab the OFFER now!
Did not Buy
John
Product Viewed
+
Added to Cart
+
* Conversion Rates data based on 1000 randomly picked customer campaigns in June 2016.

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Segmentation + Timing + Personalized Messaging
Segmentation & Timing provides great CONTEXT, personalization is the CONTENT
Users who
in last 30 minutes
Dear John 2 m ago
The Casio Watch you added
to cart has just 2 pieces left.
Grab the OFFER now!
John
Dear Amanda 2 m ago
There’s only one piece of the
Prada handbag left. This
might be your last chance!
Amanda
Dear Rebecca 2 m ago
Gucci shoes are now
qualified for free shipping if
you buy today.
Rebecca
Did not Buy
Product Viewed
+
Added to Cart
+

22. #AppRetentionTO
Segmentation, Timing PLUS Personalized Messaging Drives Results!
More Proof, More Pudding 
2%
4%
5%
12%
19%
24%
25%
35%
* Conversion Rates data based on 1000 randomly picked customer campaigns in June 2016.
0
5
10
15
20
25
30
35
40
ConversionRates*
Broadcast Basic Contextual Personalized
Segmente
d
Live Segments (Triggered Campaigns)
Past Behavior ( Scheduled Campaigns)
Check out our Sunday
sale. Use coupon code
CAD40 for 40% off.
Our Special Sale for
Women is this Sunday. Use
code CAD40 for 40% off on
all women’s shoes & bags.
The Gucci Shoes you were
looking at is on sale
Sunday. Use code CAD40
for 40% off on all shoes &
bags.
Hi Amanda, The Pink Dress
in your cart would be perfect
for this wedding season.
Click to get 40% off.

23. clevertap.com
clevertap.com/case-studies/
clevertap.com/live-product-demo/
Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control
Sunil Thomas
Cofounder & CEO
sunil@clevertap.com
@suniltom
Questions

24. #AppRetentionTO
9:30 – 10:00 am
Panel Discussion
The secrets of Mobile Retention, Actionable Analytics and Engagement
Jed Schneiderman Marina Mann Stephen Henrik
Tapped Mobile EatSleep Ride Globe2Go

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9:30 – 10:00 am
Jed Schneiderman is President and Co-Founder of Tapped Mobile. Tapped is Canada’s leading
mobile marketing agency. They work with brands across a range of services such as location
based targeting, cross platform targeting, in-app marketing and retention, augmented reality,
mobile coupons and more.
Prior to starting Tapped, Jed held senior roles at Microsoft, Bell Media and Procter and Gamble
where he lead marketing, media and technology activities for some of Canada’s largest brands.
Jed is also an advisor at the Ryerson Digital Media Zone and past member of the CMA Digital
Council and the IAB Search Committee.
Jed Schneiderman
Tapped Mobile

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9:30 – 10:00 am
Marina Mann is CEO of EatSleepRIDE, the most advanced and comprehensive app for
motorcycle riders. We help riders ride safer, farther, faster. Previously a strategy and eCommerce
consultant at Apple Inc. and Virgin Mobile.
Marina co-founded the company with two shareholders of m-Qube Inc,. a North American
mobile billing platform for content, messaging, and applications. Together they built a leading
social and safety app for motorcycle riders when they discovered a lack of quality, data driven
mobile tools available for themselves.
You can download EatSleepRIDE free in 150 countries for iOS and Android.
Marina Mann
EatSleep Ride

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9:30 – 10:00 am
Stephen Henrik
Globe2Go (Globe &Mail)
Stephen Henrik is currently the Product Manager for Globe2Go, The Globe and Mail's e-
Paper with thousands of subscribers and available on all mobile platforms.
Prior to that, Stephen was the first person to start The Globe's mobile business in 2009.
Stephen has been in a product role for both established media companies and startups for
15 years.
He also has a passion to help caregivers and is the founder of TheHappyCaregiver.com

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10:00 – 10:30 am
App Development
How important planning and adding the right data and analytic tools are in
building and maintaining your application
Kundan Joshi
TheAppLabb

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10:00 – 10:30 am
Kundan Joshi is the founder and CEO of TheAppLabb, a leading product innovation firm
focused on strategy, design and development of mobile apps. With global offices in
Toronto, New York, Hong Kong, Melbourne and India, TheAppLabb has created over 450
apps for clients ranging from leading enterprises, like Unilever, Samsung and Dell to
exciting start-ups.
Kundan is also the founder of 15 other companies including StartupLabb, an accelerator
for tech start-ups. Joshi is a sought-after motivational speaker, well-known community
leader, avid youth mentor, passionate start-up advisor and active advocate for new
immigrants. Joshi was recently awarded the Innovator of the Year award at Transformation
Awards 2016.
Kundan has software engineering degree from Western University.
Kundan Joshi
TheAppLabb

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IMPORTANCE OF DATA & APP ANALYTICS
KUNDAN JOSHI, CEO

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SOLUTIONS ACCELERATOR
& INNOVATION LAB
App Strategy
SERVICES
App Design
App Development
MOBILE APPS
LAUNCHED
450+
GLOBAL
OFFICES
6
YRS OF CLIENT
HAPPINESS
9
Maintenance & Promotion
CLIENTS

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In a startup, the purpose of analytics
is to iterate to a product - market fit
before the money runs out
“

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• Define Goals
• Identify Metrics /
KPIs
• Measure with data
& analytics
Product – Market fit

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• Conversion
• Downloads
• Engagement
• Churn Rate
2. STICKINESS STAGE
KEY METRICS PER STAGE
• Customers interviewed
• Assumptions quantified
• Total Addressable Market
1. USER VALIDATION STAGE
• Transactions
• Customer Lifetime Value
• Cost per engagement
4. REVENUE STAGE
• Affiliations /
Partnerships
• Automation
5. SCALE STAGE
• Customer acquisition cost
• Shares
• Ratings
3. VIRALITY STAGE

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ANALYTICS PLATFORMS

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User behavior and demographics
Financial insights
Analyze by segment and cohort
Measure user acquisition performance
A/B testing and optimization
Personalized / customized user messaging
NECESSARY
APP ANALYTICS

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USER BEHAVIOUR
& DEMOGRAPHICS
• New mobile users
• Sessions
• Active mobile users
• User retention
• Installs by country
• Session frequency
• Time spent in the app
• Active users by app version
• Top device / carrier / firmware
• Identify Most Valuable Users

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USER EVENTS
• Transaction completed
• Level completed
• Facebook share
• Content search
• Call made

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1. Average revenue per daily active user
Daily Revenue (from store reports)
_____________________________
Daily Active Users (analytics)
2. User Lifetime Value
= Average revenue / daily active user (analytics)
X Expected days retainer
3. Profit
= Acquisition Cost – User lifetime value
FINANCIAL
INSIGHTS

40. #AppRetentionTO
USER SEGMENTS
& COHORTS
• User segments (based on actions)
• Transaction completed
• Level completed
• Facebook share
• Content search
• Call to action made
• User cohorts (based on time)

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USER ACQUISITION
PERFORMANCE
Click attribution (CAT)
• Origin of each install
• User’s cost of acquisition
• App engagement benchmarks
• Revenue generated
• ROI for all media spending
per user

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A/B TESTING &
OPTIMIZATION
• Price points for purchasing
• In-app messaging
• Value propositions
• Color options for buttons
• Placement of advertising units
• Facebook Connect integration points

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PERSONALIZED /
CUSTOMIZED
MESSAGING
• Personalized email, in-app &
push notifications
• Customized user experience
• Increase engagement, retention
& revenue

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Put it out data to everyone in
your company – to receive
insightful questions or have
the next great idea.
PROVIDE ACTIONABLE DATA TO ALL
Decide on significant metrics
to make public, and share
them with your users
MARK YOUR MILESTONES
Every data point should
answer a question today or in
future.
COLLECT SMART DATA
Allow regular exploration of
the data without expectation.
The new insights will surprise
you.
LEAVE ROOM FOR SERENDIPITY
Focus on company-wide
KPIs (key performance
indicators) and constantly
ask how your work
contributes to them
MEASURE SUCCESS AGAINST BENCHMARKS
Instead of looking at potholes
in the rear-view mirror, think
about fixing the road ahead.
BE PROACTIVE VS REACTIVE
Work backwards to
track data for actionable
insights later.
START WITH QUESTIONS
Reports should be set
up once and refreshed as
necessary; analysis
time focused on answering
questions.
DON’T MANUALLY PULL REPORTS
04
02
08
06
03
01
07
05
STEPS TO BEING DATA DRIVEN
Looking at both no. of users
& length of time.
MEASURE RELEVANT SAMPLE SIZE
Create centralized location
for test results for team
LEARN FROM MISTAKES
Zoom out & look at long
timeframes & see bigger
CONSIDER LONG VIEW
Monitor reviews & emails for
usability improvements.
QUANTIFY CUSTOMER SENTIMENT
12
10
11
09

45. #AppRetentionTO
CONCLUSION
• Incorporate gathered insights and analysis into real-
time decision making.
• Development strategy should be built
around metrics.
• Features designed & built are determined by
outcomes of testing.
• Marketing campaigns - measured and optimized -
winners replicated & losers terminated.
• Determining product roadmap based on user data is
as close to letting your customers make decisions.
• Every day in your app, users vote about how
it should be improved through their
intentions, interactions and, wallets.
• How well is your organization set up to listen?

46. #AppRetentionTO@jkundan | @theapplabb
QUESTIONS?

47. #AppRetentionTO
10:30 - 11:15 am
Coffee Break

48. #AppRetentionTO
10:45 – 11:15 am
Panel Discussion
Why certain apps keep their top rankings in the App Store and GooglePlay
Arkady Fridman Gary Yentin
CleverTap App- Promo

49. #AppRetentionTO
10:45 – 11:15 am
Gary Yentin is a senior mobile executive, with over fifteen years of experience managing
strategy sales, product, marketing, operations, and technology for established media
entertainment, and technology companies.
For the last ten years Gary has focused on mobile technologies, including content
development and distribution having worked for m-Qube in the capacity of Vice
President, and mobile advertising having worked with Admob, Enpocket, Nokia, Quattro
and Jumptap.
In the last seven years, Gary has focused on the business of mobile applications,
discovery, distribution and monetization and is CEO and Founder of the award winning
agency- www.app-promo.com.
Follow him @Apppromo
Gary Yentin
App- Promo

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Mobile App Marketplace
Today’s app economy is ultra competitive.
Currently, there are over 800MM * user star ratings,
and over 30MM mobile applications worldwide in
the iOS and Google Play App Stores

51. #AppRetentionTO
Mobile App Discovery
Getting your app discovered and downloaded is
even harder. Over 80% of apps downloaded are
only used once! Keeping people coming back to
your app is the key to your business success and
driving retention for your app.

52. #AppRetentionTO
Mobile Engagement Facts
Consumers want simplicity . . . Consumers are
beginning to consolidate their mobile moments into
a handful of mobile apps and platforms to
accomplish tasks more easily. They want to get in,
get something done, and get out.
Forrester Aug 2016

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Mobile Engagement Facts
More iOS users receive push notifications, but
more Android users open them. 89% of iOS
app users receive push notifications, while
only 83% of Android app users do. The
average open rate is 60% and 40% CTR.
Forrester Report: Feb 2016

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Acquisition (Top of Funnel) • # of Downloads
• Attribution – from where
Top Metrics Everyone Should Track
Activations • Are users Launching the app after Install?
• % of Downloads that App Launched
Retention • Are users coming back?
• Ex: Day 1, 3, 7 after 1st Launch
Engagement • Are users performing key activities? How
frequently?
– App Launch  View Item  Exit
– AL  Search  View Items (5x)  Purchase
*Time spent not necessarily important

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Uninstalls • Are users keeping my app?
• 3 of 4 apps uninstalled after 1st Launch
Top Metrics Everyone Should Track
Drop Offs • Are users completing key activities
Reachability • Can I contact my users? By what channel?

56. #AppRetentionTO
1. Track event based interactions
2. Ask for opt in for Push Notifications
3. Create mobile moments to personalize the user’s experience
4. Make social sharing easy to use
5. Use rewards to build brand loyalty
Five Key Factors
How to Drive Engagement

57. #AppRetentionTO
Mobile Engagement Facts
Forty-one percent of adult smartphone owners
(ages 16+) first learn about an app by speaking to
friends and family, and 16% of them learned of a
new app via social networking websites such as
Facebook.
Forrester April 2015

58. #AppRetentionTO
Q&A Mobile Top Rankings
• Why do certain app’s maintain top rankings?

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Q&A Mobile Top Rankings
• What are the best ways to keep an app’s top ranking?

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Q&A Mobile Top Rankings
• How important is social media to maintain top
ranking ?

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Q&A Mobile Top Rankings
• How important is paid media in maintaining top
rankings?

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Q&A Mobile Top Rankings
• How do analytics play a role in maintaining an
app’s top rankings ?

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Q&A Mobile Top Rankings
• What Canadian apps are doing it right ?

64. #AppRetentionTO

65. #AppRetentionTO
11:15 – 11:30
Question and Answers

66. #AppRetentionTO
9:00 – 9:0 am