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Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control Lean Analytics and Engagement Jay Dalvi CS @ CleverTap [email protected]

Lean Analytics and Engagement with CleverTap

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Page 1: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Lean Analytics and Engagement

Jay Dalvi

CS @ CleverTap

[email protected]

Page 2: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

The world shifted to Mobile first,But analytics never did. Until now..

Doing Lean Analytics and Engagement in the world of big data with CleverTap

Page 3: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Write down 3 important metrics you measure for your app/website today

# of Downloads, MAU, CAC, CLV, ARPDAU, Attrition %, Retention %, Uninstalls/Day

Or my personal favourite

“investor numbers”

Page 4: Lean Analytics and Engagement with CleverTap

The shiftSession Analytics -----------> User Analytics

Page 5: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

What’s changed?

From Desktops & Websites

Predictable sessions by multiple users

Single Platform

To Mobile & Apps

Unpredictable sessions by a single user

Multiplatform

Page 6: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Winners

User Analytics

Multi screen tracking

Actionable metrics

Behaviour changing metrics

Losers

Session analytics

Single screen tracking

Non actionable analytics

Vanity Metrics

Page 7: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Ideal place to be

Attribute

Where do users find me and how much is the CAC?

Analyse

Who are your users and what do they do?

Measure

Are my campaigns effective enough?

Engage

Be present in the mobile moment

Page 8: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

(1)

Attribution

Where do users find my product and how much is the CAC?

Page 9: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Source of download/visit

Tag url’s with UTM jaydalvi.com?utm_source=google&utm_medium=cpc&utm_camp=diwali_emailer

Organic vs. Paid Acquisition

Campaigns to measure CAC. Keep a tab on CAC for all channels and optimise.

Conversion attribution

Don’t stop at measuring downloads, measure end conversions/transaction value.

CAC : CLV % / Not a good idea to continue FB ads if they don’t make business sense.

Attribution

Page 10: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Attribution providers

Capture FB/Instagram download sources

Appsflyer, Adjust.io, Apsalar etc.

Attribution

Page 11: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Download <> Conversion attribution

Page 12: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

(2)

Analyse & Segment

Who are your users and

what do they do?

Page 13: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Vanity Metrics vs. Actionable Metrics

(feel good metric vs. behaviour changing metric)

Vanity Metrics: Downloads, Registered Users, PageViews, # of Features

Vs.

Actionable Metrics: MAUs, MPU, Features used, AB Variate testing

Analyse

Page 14: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Most apps who could do with tracking 10 key actionable events.

What to track? User Actions/Events

Ask yourself

● What are the three things you want your users to do on your platform?

● What are the three things your users do on your platform.● Are any of these 6 events vanity?

Page 15: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Build user personas!

What to track? User Profiles

● Persona : Name, Age, Gender, Email, Phone and Identity ● Preferences : Language, Channel of engagement, Geo● Affinity : Fav Category, Fav Genre, Favourites, Repeat Orders● Behavioural : Frequent Buyer, Window Shopper, COD user

Page 16: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Page 17: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

• Name your event/profile attributes well.Product Viewed {name} vs. pp{n}; Screenviewed_new {pagename}

• Consistent nomenclature across platformsProductv_web and productviewed_app

• Data Types and syntaxRespect Java primitives. Sending Amount as string.

• ValidationsCheck for null exceptions.

Best practices

Page 18: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Segmentation

Desirable Segments

App Installs

Frequent Buyers

Article Shared

Undesirable Segments

App Uninstalls

Abandon Carts

Non returning users

Page 19: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Segmentations

Page 20: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

(3)

EngageBe present in the mobile moment

Page 21: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

Drive Registrations

Drip/Recurring campaigns for

Lapsers

DID App Installedbut

DID NOT Register within 10 mins

DID a Purchasein the last 60 days

ButDID NOT PurchaseIn the last 30 days

DID NOT App Launch

in the last 5/10/20/40 days

Triggered Engagement

^ Repeat Purchases

Page 22: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

BROADCAST SEGMENTATION PERSONALIZED

BASIC CONTEXTUAL

Broad Reach Targeted Reach Situation Self Triggered

2-4%conversion rates

5-12%conversion rates

18-24%conversion rates

> 25%conversion rates

“Check out our Florida Summer pre-sale. 20% off if you book by

March 31st ”

“Ladies Special Relaxation & Luxury Florida Summer vacation. 20% off if you book by March 31st ”

“We noticed you were checking out our Florida Resort Properties. 20% off for vacations this summer if you

book by March 31st ”

“Hi Tom!! The Courtyard Boca Raton would be perfect for a break this

summer. Get 20% off if you book by March 31st ”

Spam -----------------> -----------------> Not spam

Page 23: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

(4)

MeasureAre my campaigns effective enough?

Page 24: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

• Campaign Reports

Measure

Page 25: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

• Time of the Day

Measure

Page 26: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

• Sticky Quotient (DAU/MAU %)

Revenue

Measure

Page 27: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

• Revenue

Measure

Page 28: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

• Uninstalls

Measure

Page 29: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

(case studies)Ixigo ^ engagement by 50%

BookMyShow ^ retention by 25%

Faasos ^ conversion by 7%

Page 30: Lean Analytics and Engagement with CleverTap

• Background:– My conversions for new users are too low (i.e. new users who book an appointment)

• Analyze:– Only 30% of the people who install my app end up converting– Of the users that convert, they do so within 25 minutes, or they never do

• Segment and Influence:– If someone installs an app and does not convert within 25 minutes – add them to my Onboarding

Drop-off Segment and track them over time– Send a personalized Push Notification to each user exactly when they qualify for this segment

• Measure Result:– 90 days after initializing campaign, my conversions increase by 15%

Optimize your new user onboarding

Page 31: Lean Analytics and Engagement with CleverTap

• Background:– My retention is low

• Analyze:– I lose 90% of my users in the first six months

• Segment and Influence:– If once loyal user has not used my App in the last 45 days – add them to my Likely to Churn

Segment– Send a personalized Email to each users exactly when they qualify for this segment

• Measure Result:– Long term retention has increased by 30%

Re-engage your installed base

Page 32: Lean Analytics and Engagement with CleverTap

Ixigo increases day1 engagement & conversions

Page 33: Lean Analytics and Engagement with CleverTap

BookMyShow increases recurring transactions by 25%

Targeting users by their Fav Genre, Fav Category, Last Movie Watched, Preferred Language to increase repeat transactions

Page 34: Lean Analytics and Engagement with CleverTap

Faasos bumps up lunch time conversion by 7%

Page 35: Lean Analytics and Engagement with CleverTap

Behavioral Analytics, Smart Segments with Personalized Messaging all built on a Platform that gives you complete control

println(thank you for having me);

fin.