1. The document discusses segmentation strategies for mobile marketers, including how to create customer segments based on behaviors and attributes and develop effective engagement and re-engagement strategies. 2. It introduces CleverTap, an intelligent mobile marketing platform, and YouAppi, a platform for driving high quality users through acquisition and re-engagement. 3. Key recommendations include segmenting users based on in-app behaviors and attributes, analyzing segment performance, and engaging segments to improve metrics like retention, conversion, and lifetime value.

1. Segmentation Strategies for
Mobile Marketers
Host: Kara Dake, VP of Growth & Partnerships at CleverTap
Panelist: Sandor Jones, Product Marketing at YouAppi
Panelist: Hiral Jasani, Product Marketing at CleverTap

2. Agenda:
● Intro to CleverTap & YouAppi
● Intro to segmentation and it’s common challenges
● How to create customer segments
● Develop effective engagement & re-engagement strategies
● Use cases & case studies

3. What is CleverTap?

4. An Intelligent Mobile Marketing Platform
We combine real-time customer insights, an advanced
segmentation engine, and powerful engagement tools into one
intelligent marketing platform.

5. With CleverTap you can...

6. Our features include...
Rich profiles
To understand your users better
Funnels
To pinpoint exactly where users drop off
Retention cohorts
To measure how many users come back
Attribution
To optimize your campaign spends
Uninstalls
To track and analyze app uninstalls
Flows
To visually see friction points in your app
Journeys
To visually build and deliver
omnichannel campaigns that engage
and delight
Push, in-app, SMS, and email
To engage your users with personalized
messaging on any channel
Clever campaigns
To run predefined campaigns that retain
more of your users
Geolocation targeting
To send hyper-targeted messaging
campaigns based on exact locations

7. We’re trusted by today’s top brands
4,000+
CUSTOMERS
1 billion
DEVICES REACHED
55 billion
EVENTS PROCESSED PER
MONTH
10 billion
MESSAGES SENT PER MONTH

8. Global Coverage
YouAppi was founded in 2011 with 160 employees worldwide
Headquartered in San Francisco, CA
YouAppi 360 Platform
• Enable brands to expand their mobile business by
acquiring and re-engaging high quality users, proven to
deliver strong ROIs
• Proprietary algorithms leverage machine learning and
artificial intelligence to analyze user data and post-install
events.
• Advanced 6 step continuous fraud detection and
protection process

9. YouAppi’s 360 Platform
Drive the highest quality users with our proprietary machine
Learning and A.I technology, which delivers the right app to the right
person at the right time
Improve retention, lift in-app conversion rates by 2x, and see up to a
12x increase with your ROAS by re-engaging with your users
YouAppi Brand Video provides global reach into all the main digital
video channels, and simplifies the complex landscape while
prioritizing a brand safe environment
Maximize user engagement by providing a value exchange between
users and app developers across a variety of app categories
including gaming, shopping, travel, lifestyle and utilities.
YouAppi leverages their massive amounts of performance data to
create lookalike unique custom audiences, enabling the acquisition
of the most valuable users at the lowest possible price
User Acquisition
Re-Engagement
Brand Video
Rewarded Video
Social

10. Let’s get started!

11. Improve audience (customer and prospect) segmentation to
support more precise targeted communications
Enable customer journey mapping across channels/touchpoints
Activate rules driven and trigger-based marketing
communications
Build and/or enhance cross-channel audience (customer and
prospect) profile
Better integrated direct mall execution with delivery of digital
efforts
Accelerate or intensify our use of email as a foundational customer
communications tool
Not at all sure
Nothing ; my organization does not have any priorities with
respect to campaign management
Optimize cadence (timing) of marketing messages and other
communications
Note : includes agencies brand marketers and marketing services/technology providers
Source : Data & Marketing Association (DMA) and Winterberrt Group.
“Elevating the Customer Experience” sponsored by Pitney Bowes, April 18, 2018
www.eMarketer.com
Segmentation is top of mind for marketers
Campaign management priorities for marketers in 2018:
Campaign Management Priorities According to Marketing Professionals in North America, Jan 2018
(% of respondents )
62%
53.8%
37.1%
34.1%
23.9%
21.9%
4.7%
4.7%38.7%
3.5%

12. Why Re-Engage?
Increase app retention and in-app conversion rate through dynamic re-engagement
App Retention Problems
• Average retention rate drops to less than 5%
in 30-days
• 60% chance that users who didn’t open the
app in the first 7 days will never return
• Users don’t always opt-in for notifications
• New user acquisition increasingly becomes
difficult and expensive

13. Ideal User Lifecycle
Phase 1 : Discovery Phase 2 : Retention Phase 3 : LTV New Install Revenue
From app discovery to retaining users, app marketing is all about driving ROI
Acquire
New Users New and existing users with
the right message, on the right
channel, at the right time
Users who are at risk of
churning and stop it before it
happens
Increase high value users with
continued engagement with
them
Engage Retain Grow

14. Segmentation Best Practice Setup
1. Determine the most important
events in your app
3. Pass meta data with events for
more specific segmentation
a. Registration
b. Signup
c. Add to cart
d. Wish list
e. Product View
f. Level Achieved
g. Purchase
a. Loyalty status
b. Customer ID
c. Items purchased or viewed
d. Dates
e. The level that was
achieved in the game
f. Purchase amount -
revenue
Implement event
measurement
with your MMP so
you can postback
data to your re-
engagement
partner in real
time.
2

15. Customer Journey Funnel
Install Sign-up Add To Cart Purchase

16. Start segments closest to the
end goal
Next segment moves outward
in the funnel
Recency is important
All users who have made at least a
single purchase
a. All users who have at least added
a product to their cart
b. All users who have viewed a
product
c. All users who have registered
d. Etc.
a. Start with the most recent users
performing the action within your
segment parameters
b. Move outward. 1 day after
performing the event, 7 days, 14
days, 28 days, etc.
c. Time frame expands outwards as
your open up your segments based
on events
Segmentation Strategy

17. Targeting User Segments – Use Case 1
Criteria for segment:
1. Users who have installed, opened but have not registered.
2. Specific time period (ex. 7 days).
Time Period 1 Time Period 2 Time Period 3 Time Period 4
New users Active Users In-Active Users
Re-Engagement campaigns on inactive (yet) users

18. Activate
Target recent installs to boost registration or first-time
purchase rate
Convert
Target active users to increase conversion rates or
average order values
Retain
Target high-value lapsed/dormant users to bring them
back and increase customer LTV
YouAppi’s Continuous Engagement Cycle

19. High Quality Dynamic Ads - eCommerce
Activate
• High-quality native ads outside Facebook
• Product attribute (e.g. price, discount) overlay on
native ad image
These are the dynamic elements which are added
on top of the native main image based on the
product details from the catalog feed

20. Best Practices
Messaging / Creatives-
ideally have messaging and
creatives crafted for different
segments
A/B test creatives Dynamic ads based on
past behavior.
Dynamic product feeds
help with conversion
rates

21. GDPR
YouAppi respects users privacy
The users’ data is processed and collected in full compliance with the
General Data Protection Regulation - GDPR
If you wish to learn more : youappi.com/privacy-policy/

22. Introduction to Segmentation and Why is it
Important?
Most companies spend a significant
amount in app development
Marketers need to anticipate user
actions.
Retaining users is more challenging
than ever.
• Mobile apps account for 57 percent of all
digital media usage
• Attention span of today’s mobile user has dropped from 15
seconds in 2000 to 8 seconds since 2015.
• An average user has 3.64 devices. This number increases
by 15% YoY.
• Over 51% users download less than 1 app a
month.

23. Mobile App Marketing Stages
Average mobile app loses over 95% of all app users within the first three months.

24. Common Pitfalls of Ineffective Segmentation
- Inability to foster loyalty among users (low retention rates)
- A lack of efficiency and scalability in personalization
- Emotional disconnect with users
Without effective segmentation, marketers experience

25. Segmentation Strategies
1. Create and Track User Segments
• User behavior (App activity or inactivity)
• User attributes (Demographics, technographics, location)
2. Analyze performance of Each User Segment
3. Engage each segment to drive your key
metrics
• Push, SMS, In-App, Web Push, Email or FB Audiences

26. Segmentation Strategies based on User Behavior
E-commerce
Searched 3 times and viewed at
least 10 products
Added-to-Cart but didn’t
purchase within 15 minutes
Travel & Ticketing
Purchased an average of 2
tickets per month
Searched for flights/hotels but
didn’t purchase within 30
minutes
Media & Entertainment
Searched for content and clicked
on pricing page 3 times
Watched free content but did not
subscribe within the first 30 days
App InactionApp ActionExamples

27. A New Frontier of Growth Marketing
- Users expect timeliness, context and relevance
- Predictive, assistive mode of marketing
- Treating each user as unique
- Using machine learning models to find the most optimal path to conversion
Eg. Google uses machine learning to increase the number of ad impressions on
premium placements
• Impressions more than 3X • Viewable CPM 34%↓

28. Reinventing Personalization at Scale
With Psychographic Segmentation
What is Psychographic Segmentation?
• What users did vs. what they predominantly like
• User behaviors change according to seasons, sporting events, etc.
• Use of machine learning models to segment users on their
interests, habits, lifestyle choices, preferences and more.
• Relentless relevance to the context in user moments based on
what they care about the most

29. Relationship Marketing with Psychographic
Segmentation
Market
Segmentation
Age
Marital Status
Gender
Income
Ethnic background
Education level
Demographics
Activities
Attitude
Opinion
Personalities
Cognitive Attributes
Values
Psycographics
Technographics
Platform
Device
Browser
Geographics
Local
National
Regional
International
Climate
Behavioral
Benefit
Pattern
Usage Rate

30. Psychographic Segmentation - Examples
- People who predominantly like to shop in the evening from 6 pm - 10 pm
- People who predominantly like to fly redeye on Sundays
- People who have predominantly like comedy movies but did not watch any comedy
content in the last 90 days
Psychographic Segmentation can improve conversions up to 5x versus sending non-contextual
messages

31. Case Study
Psychographic segmentation increases conversions by 5x as compared to sending non-contextual
messages
Customer #1: Large ticketing customer in Americas
Challenge: Ensure that new content recommendations reach their user at the right time, are targeted
and result in high viewership.
Solution: With information on the most predominant content genre for each user and the day/day of
the week do they like to watch it, they were able to create highly targeted content recommendations
that saw high uptake.

32. Case Study
Psychographic segmentation increases conversions by 5x as compared to sending non-contextual
messages
Customer #2: Leading Podcast Network with popular podcasts across sports,
celebrity culture and entertainment
Challenge: Identify users that are most likely to listen to the new podcasts by topics/categories.
Solution: Use psychographic segmentation to group users based on podcasts they have
predominantly watched in the past. Create engagement campaigns updates on new podcasts in
related categories.

33. Questions?

34. Sandor Jones - Product Marketing
Manager
Sandor.J@youappi.com
Or visit:
youappi.com/contactus/

35. Resources to help:
Ebook: Mastering Mobile App
Engagement & Retention
-Click here.
CleverTap blog: Everything
you need to learn marketing
automation and best practices.
-Click here.
Live demo: Get a customized
30-minute demo from our team
-Click here.

36. Thank you!