On Thursday, June 22nd, Localytics Senior Product Manager Aaron Sawitsky was a featured keynote speaker in the ObservePoint Mobile Analytics Summit (MAS). Aaron’s session focused on how marketers can use app analytics to improve their marketing and unlock a goldmine of new, highly effective marketing opportunities.
MAS is a virtual mobile marketing conference that brought together 5,000 mobile app marketing and analytics professionals to learn from over 25 of the brightest minds in the industry.
Watch Aaron’s keynote below, or read through our recap.
There are far too many apps getting mobile wrong, which Aaron says stems from a lack of data-driven decision making.
Localytics’ data team has uncovered many frightening statistics that support this, like: “75% of users abandon an app within 90 days of downloading it” and “50% of smartphone users find push notifications annoying.”
When marketers use a data-driven approach to marketing to help them make smarter decisions they drive better results, especially when it comes to app marketing.
Marketers get more visibility with analytics, allowing them to identify opportunities to optimize their current campaigns and generate new ideas for future campaigns. Leveraging analytics enables marketers to target specific audiences, letting them send more effective messages to their app users.
As a data-driven marketer, it’s easy to get caught up with your organization’s short term goals and objectives. Aaron encourages marketers to think about the overall purpose of their app, and answer important questions based on why they built their app in the first place. Having clearly defined goals for your app helps you make strategic decisions based on the actions you want users to take when they use it, and what your most valuable users have in common.
Analyzing high value users can help your define desired behavior. However, the majority of your efforts should be aimed at converting low value users into high value users.
High value users are likely to represent a small percentage of your app user base. Dedicating the majority of your resources towards targeting them may result in messaging fatigue, causing these users to churn early. Instead of risking your best users, Aaron recommends focusing on the broader untapped opportunity that low value users represent.
Acquiring new users should be always be about quality over quantity. Aaron advises mobile marketers to ask:
Use your answers to these questions to refine the types of people you want to target and optimize your acquisition spend to focus only on sources that are delivering high value users.
Identifying your app’s Happy Path is a great way to look at what makes your valuable users different. When you look at your data, there’s probably 2-3 different paths that your most valuable users take to conversion. Once you identify your app’s Happy Path, you can take measures to to catch users as they stall or drop off. Use data from your high-value users and your Happy Path to create targeted push messages that nudge people back onto the path when they have not completed a transaction in your app.
Aaron recommends experimenting with different incentives such as discounts or free shipping to boost in-app conversions and yield more high-value users. A/B testing is a valuable tool that will help you figure out what types of incentives get the best response from your users.
Basic targeting leads to generic messages which results in high levels of user churn. The more user data you have, the more relevant you can make your messaging to each app user, increasing retention rates. Don’t hesitate to use non-mobile data, too. Leveraging multiple sources of data from your CRM and other internal data systems maximises the relevance of your messaging.
Set a goal for each campaign you build to help you define what success looks like. Aaron advises mobile marketers to ask three questions to define their campaign goal:
The goal set by the mobile marketer will help them determine which metrics to focus on and what their Key Performance Indicators (KPIs) are going to be when it’s time to evaluate their campaign results.
Aaron strongly advises marketers set their goal before sending the campaign to avoid manipulating the data to tell a different story based on the results.
Aaron is a big advocate of control groups. Without a control group, marketers have to assume that sending any sort of message is better than sending no message at all, which is definitely not the case when it comes to mobile marketing. Control groups are an essential component of any successful mobile marketing campaign as they allow marketers to see the bigger picture when it comes to evaluating the success of your messaging.
Conversion rates are a great metric to evaluate mobile marketing campaigns, but Aaron warns that over-relying on them can lead marketers to send messages that cause long-term damage to their app. When you evaluate each campaign, consider additional insights like user retention rate, revenue per user, and push opt-out rates. Use these insights to make an informed decision on what messaging to use in the future, and identify ineffective messaging.
Here’s how Aaron sums it up:
Have questions for Aaron? Ask us in the comments section below, or reach out to our team on Twitter.
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