Skip to main content
Instapage

Engaging And Retaining Mobile Users: Why Data And Machine Learning Are Your Best Friends

ss-data-man“Only the data-driven will survive.” That’s my new mantra for marketers.

As marketers, we know the keys to our continued success lie with data. However, our challenge is in moving beyond the vague platitudes designed to appease the corporate masses and toward an in-depth knowledge of customers that can inform decisions accurately and at scale.

Everyone is looking to marketers to show them the way — to lead with data — but we’ve still got a way to go before we can achieve that.

We all know there are mountains of data out there just waiting to be mined, but it’s those same masses of data that are contributing to the challenges facing today’s marketing leaders. To succeed, we must know not only where to start, but how to intelligently make sense of that data to push toward our business goals.

Do You Know Your Users?

As the CMO of Localytics, I recently surveyed companies for whom mobile was a critical part of their business. (As you can imagine, in the app marketing business, we run into a lot of them.)

In this study, 40 percent of our respondents reported being extremely satisfied with how well they know their users. Another 54 percent report being somewhat satisfied.

That means that 94 percent of those we spoke with were confident that they know their users — a number that surprised me, to say the least.

But companies today are rarely, if at all, looking at the full user lifecycle, which leads to a skewed perception of users. As we begin to rely more heavily on data to execute marketing campaigns, having a comprehensive understanding of those you’re trying to reach is paramount.

Yes, you may have an initial understanding of who your users are, but to truly understand them, you need to dive down enough to have a deep-level view of each customer and where they are in their journey with your company. Only then can you be confident that your hunches about your users are founded in fact.

The Role Of Machine Learning

This is where machine learning comes in. Surprisingly, it actually has the potential to make marketing more human.

While humans are amazing beings, the amount of information we can process is limited. We need machines to help sort the signal from the noise to unleash the power of marketing that people enjoy — the kind that adds the right value at the right time and improves the user’s experience.

Unlike human beings, machines can scale endlessly and identify correlations between customers and actions before they even happen. Through predictive techniques, you can tell when a customer might churn, make a purchase or fulfill any other fundamental event that your team has chosen to highlight, based on their profiles and the actions they have taken before.

Fulfilling The Data-Driven Mandate

Mobile, and, more specifically, apps, bring together several elements that have the potential to fulfill the data-driven mandate facing today’s marketers.

1. Through every interaction with an app, users are screaming out their personal preferences, interests and desires — this is truly big data delivered on the individual level.

2. Customer marketing channels (specifically, push messaging and in-app messaging) can be triggered directly from those interactions within the app, allowing decisions to be made in real time based on those customers’ individual traits.

3. Recent advances in machine learning can bring together the first two points in ways that auto-generate segments and match channels, creating an automated marketing environment. This can alleviate the challenges marketers face with churn and user retention — especially within apps.

Our own data has shown that 58 percent of users will churn in the first 30 days of using an app, and a startling 75 percent will leave within the first three months — a mind-blowing number for an app marketer trying to grow his or her business.

Segments and channels can be used to proactively reach each user, providing him or her with content or a notification at just the right time that may prevent them from leaving, even before they know they are going to.

Beware Data’s Unintended Consequences

However, despite the advances offered by mobile and machine learning, challenges remain. One of the most dangerous things that can happen to the data-driven marketer — especially in regard to mobile and apps — is focusing on discrete campaign results and missing the true impact of actions.

For example, if we see an increase in conversion or cross-sell, the tendency is to immediately want to push the test live or double down on the initiative. In many cases, that is the exact wrong thing to do.

You may be missing the unintended consequences of your actions and the downstream impact on key metrics like retention and lifetime value. The key is to see the whole picture and understand the ripple effects throughout the funnel.

It’s important to pause and make sure that your marketing campaigns are connected to user analytics. This is why campaign metrics and analytics in isolation often do more harm than good.

The future of machine learning in marketing is not science fiction; solutions exist today to help marketers improve the effectiveness of their efforts.

The critical piece is making sure that you are thinking about the entire customer lifecycle and not letting campaign metrics alone drive your decision, but instead focusing on the full impact on increasing lifetime value.

After all, it may just mean your survival as a marketer.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…