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#engagefenway
3 Use Cases You Might Be MissingHenry Cipolla, CTO & Co-Founder, Localytics
#engagefenway
#engagefenway
• In-App messaging and OOBE• Places as an analytics tool• Churn management
Agenda
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In 2010, 26% of downloads resulted in a single session
#engagefenwaySource: Localytics, 2016
Of users only use an app ONCE.
Today: 23%
Barely Anything Has Changed!
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My proposal: Use In-App Messaging to test different onboarding experiences
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• No need for tricky deep linking
• Limited potential for personalization
• Experience must be simple by definition
• Impact measurement is easy
Onboarding makes it easy
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Straight to content• Use inputs like
location, time, and language to guess what customer wants
• Drop them right into the experience
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Preferences• Start building profiles
• Can use this data just for messaging
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Grand Overview• Expose many
features at once
• Analytics on this can show which features users use want
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Places!
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Straight Forward Use Cases• Land at an airport• Walk into a store• At the stadium• Localized news
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Measure Your Offline Marketing
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Retail• Measure in store dwell time• Monitor competitor locations• Test new neighborhoods• Combine store profiles with
analytics
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Localization• Using neighborhoods to localize app
content• Remember that “straight to content”
onboarding experience?
#engagefenwaySource: Localytics, 2014
54%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
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This probably won’t work
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Being too clever probably won’t either
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Start as early as possible
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Message Aggressively
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Use the audiences
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On Facebook• Average cost to
reacquire is 1/5 vs new
• Use profiles and events to make relevant ads. Don’t advertise your app
#engagefenway