tracking, testing, targeting: getting consumers to monetize on mobile

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Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile Tom Farrell, Director of Marketing, Swrve 6 th June 2014

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Page 1: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Tracking, Testing,

Targeting: Getting Consumers To

Monetize On Mobile

Tom Farrell, Director of

Marketing, Swrve

6th June 2014

Page 2: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile
Page 3: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Real-time Behavioral Targeting & Segmentation

Page 4: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Mobile Push Notifications

Page 5: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Native In-App Notifications

Page 6: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Real-time Machine Learning Personalization

Page 7: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Mobile Marketing Automation

Page 8: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

Engaged

20

Payers

5 10 30 100

Retention Conversion

LTV

The mobile app offers great reward….

…but user attrition remains the stumbling

block

Page 9: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

1. Tracking

Page 10: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

2. Testing

Page 11: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

A single A/B test on

‘share’ language

A 527%(!) increase

in social shares

2. Testing

Page 12: Tracking, Testing, Targeting: Getting Consumers To Monetize On Mobile

3. Targeting

In-app messages to

‘engaged non-

spenders’

>50% increase in

revenues (and no

shadow!)