The Future of EngagementLou Orfanos, VP Product@loutwit

WARNING: SCARY CHART FOR MOBILE MARKETERS

Despite massive number of available apps, users are downloading and using the same number of apps

Sources: eMarketer, Flurry, Nielsen, Activate analysis

Hurdle: Identity

Hurdle: Identity

Hurdle: Demystifying Data Science

Hurdle: Channel Overload

Hurdle: Relevance

Cool Localytics ad!

(But I work here)

Cool join.me ad!(But I used to work

there)

Hurdle: Continuity of Experience

Simple engagement deceivingly complexPush

Message In-app

Message

Customer Profile

Database

Dynamic Messaging for Personalization

CTA tracking: Engagement, Conversion,

Retention etc.

Push Tracking: Viewed / Open / Clicked

Audience Qualification

Event behavior tracking

Deep linked via key value pairs

Message A/B Test

Scheduling Automation to send at right time

Custom HTML for In-app message

Influence on Engagement, Conversion, Retention

There’s a lot of technology to help

Marketing Landscape Guidance

“Scapes” “Maps” “Stacks” “Verses” Focused on Vietnam

Keep it simple

Use the lifecycle as an organizing framework for engagement

4 Building Blocks of Great

Engagement

Applied together to all parts of Lifecycle

1. Data2. Automation3. Personalization4. Optimization

Scorecard for Benchmarking Engagement

Acquire Engage Grow Retain

Data

Automation

Personalization

Optimization

A DCC

Engagement Roadmap: Acquire

Crawl Track clicks /

downloads Welcome emails &

splash screen

Walk Full downstream

attribution of spend Lightly personalized in-

app / in-product tutorials

Run Auto-optimize spend for

CAC or LTV Targeting on inferred

preferences Personalized onboarding

Engagement Roadmap: Engage

Crawl Nurture emails Ad-hoc push

messages Measure clicks &

opens

Walk Cross-channel nurture Light Personalization A/B Test Messages Engagement impact Automated NPS

Run Ongoing, chained multi-

campaign journeys Predictive behavioral

segmentation 1:1 dynamic frequency

capping Learned algorithms for

optimization Personalized content + UI +

recommendations

Engagement Roadmap: Grow

Crawl Blast offers across

channels Track total revenue

Walk Trigger-based

messages (Free Shipping!)

A/B test creative to compare revenue

Tie efforts to ARPU

Run Conversion, upsell &

cross-sell predictions Auto-optimize towards

custom conversion events & LTV

Predicted preferences Real-time location data

Engagement Roadmap: Retain

Crawl Blast email / push

dormant users Measure overall

retention

Walk Personalized ad hoc

retention and winback offers

Data science to find churn segments

Run Programmatic churn

predictions Remarket outside of your

app or product Auto-campaign

qualification Auto-optimize toward

custom retention goals

Launching Today:

True Impact™ The first product to truly

quantify mobile campaign impact

THANK YOUContact me at lorfanos@localytics.com