• 3 Metrics News Apps Should Track – Whiteboard Wednesday

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    In this week’s Whiteboard Wednesday video, Director of Online Marketing Daniel Ruby walks us through three important metrics for news and media apps.

    Transcript

    Hi, my name is Daniel Ruby, and welcome to another Localytics Whiteboard Wednesday. Today we’re talking news apps, and specifically, three key metrics you need to track in your news app.

    Most Engaging Sections

    Do you have a sports section? Entertainment? Car reviews? If so, does it matter to your readers? Knowing what sections of your app are the most engaging can help you direct resources, both financial and promotional.

    But an “engaging” section isn’t just a section with a large number of readers. Look at how often readers of particular sections launch your app on a weekly basis, how long they spend in your app, and how often they act on conversion events like paying to subscribe or sharing via social media.

    To do this, you can create user segments based on the sections of your app they engage with the most and directly compare engagement side-by-side.

    If a section of your app that’s half buried in your navigation has your most engaged users, it might be time to bump it up in the app structure and give it some more face time.

    Getting From Here To There

    The navigation structure of a news app is important, as it allows app developers to help guide users to the content they most want to consume. No matter how cool your navigation is, though, it’s only good if users interact with it.

    Take The Daily, for example. When they launched, they had a very cool, innovative carousel as their table of contents. It was interactive. It was interesting. Unfortunately, it wasn’t being used, because it was too complex. So they took what they learned from their users, listened, and simplified the navigation.

    Understanding how your users are moving through your app is key to ensuring they consume as much content per session as possible.

    Online And Offline

    One unique challenge of apps vs. websites is that an app doesn’t have to be connected to the Internet to be used. Some apps take advantage of this by downloading issues directly to users’ phone storage.

    How you handle offline usage depends on how often your app is launched offline. If you find that your users are trying to consume your content while offline, then it’s imperative that you make it available offline – download chunks of content on start.

    Download The Full Guide

    This has been a quick look into three important metrics for news apps to track. For more in-depth best practices on news app analytics, go to Localytics.com/resources and download our best practices guide to news app analytics.

    Again my name is Daniel Ruby, thank you for joining us for this Localytics Whiteboard Wednesday, and we look forward to seeing you again next week.

    News apps need to track user behavior properly

    Get the news app best practices guide
    For a more in-depth look at analyzing news and media
    apps, download our best practices guide.

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  • 5 Ways Brands Can Win Using In-App Messaging

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    Here at Localytics we love talking to prospects and customers about their mobile vision, and more importantly, where they think they need some help. Last year our data showed that up to 69% of app users started only 10 or fewer sessions, and that 25% of users opened an app just once after the initial download. While these numbers may have improved with publishers getting smarter with their development and marketing methods, the fact remains that user engagement across apps is still a major challenge for most companies.

    We’ve been getting a lot of questions around the benefits of adopting an in-app messaging strategy to improve engagement and retention, and we wanted to share some ways brands can use this technology to achieve their vision for mobile domination.

    1. Discover your “Super Fans”

    It’s no secret that the pie-in-the-sky dream for any company is to be able to create an experience so extraordinary that their customers become brand evangelists, or as we like to say at Localytics, “Super Fans.”

    Building a cult following of Super Fans can be very difficult. It’s important to constantly ask customers for feedback to make sure you’re doing it right. Many companies make mistakes early on that end up upsetting customers, or in the case of companies like Facebook (remember the backlash when they considered using Instagram user photos for ad campaigns?) alienating segments of users throughout their product’s lifetime. Fortunately, thanks to the Net Promoter Score (NPS) survey used by well-known brands like Apple, Trader Joe’s, and Nordstrom, marketers have an idea of who their promoters and detractors are across web and traditional channels.

    You can use in-app messaging to leverage the NPS model.  Once you identify your Promoters and Detractors there are many ways to leverage that data. For example, target Super Fans with a message encouraging them to rate your app, or creating a custom segment filtering all of your dashboard reports by Promoter or Detractor to see the different behaviors of each group.

    2. Test for success: Build a sticky user experience

    We work with many data-driven organizations. We have learned a lot about what’s important to them, and surprisingly it’s not always the conversion. Instead, the attention has shifted away from a hyper-focus on downloads and conversions, and towards creating a dynamic and engaging app experience that keeps users coming back for more.

    In the web world A/B testing became the norm for brands trying to better understand their visitors and improve the overall website experience. In-app messaging is a really smart way for companies to bring the A/B testing methodology to mobile. Now you can let your users and the data tell you what’s important, versus making assumptions and missing out on opportunities to be successful. Here are a few examples:

    • Publishing companies can create an A/B test campaign targeting lower usage users with types of special content
    • Gaming companies can test rewards such as extra lives or a tip to help them in future levels
    • Entertainment companies can link to a new artist or playlist the user should follow

    All of these would allow product managers and marketers to determine which content is most compelling, and ultimately drive deeper engagement with the target audience.

    3. Push Fence Sitters Over the Edge

    There’s one thing that every app has in common: fence sitters. You know, the retail app user who favorites 20 different items without ever making a purchase, or the news app trial subscriber who seems to open just about every article but is reluctant to upgrade to a paid subscription. Many app publishers tell us that a big challenge for them is being able to communicate with anonymous users in order to encourage conversions.

    So, if you’re like eBay or The New York Times you’ve probably been trying to coax users to take the conversion plunge with push notifications or email offers. However, companies using push to do this are at risk of alienating users by sending too many generic or untargeted messages at inopportune times. Pushing a flash sale notification on summer dresses to a user who has been researching hockey equipment means you’re doing something wrong.

    Instead, start engaging with users in a smarter way with in-app messaging. Convince your users on the fence to trust and interact with you by proving to them that you know who they are and want to earn their business. Here’s a great example for a news app.

    The target audience for this would be anonymous trial or free users.

    The goal would be to prompt them to upgrade to a paid subscription.

    You would segment your anonymous users into a custom segment where everyone has:

    a)    Read the US Edition of the publication

    b)   Started a session at least 6 times in the last 3 days

    c)    Read at least 8 articles in the Politics or World News sections in the last 3 days

    Campaign A: An offer for 3 free months of access to premium Political, Economic, and World News content

    Campaign B: An offer for 50% off a 6-month subscription, plus a special end of year “World in Review” report normally only available to annual subscribers

    You would launch this campaign and monitor closely to see which one is most effective at pushing fence sitters to the actions you want them to take, the refine your in-app messages according to the results.

    4. Closing the Customer Loop

    For years big brands have been leveraging a multi-channel approach to customer engagement in order to drive conversions and boost revenue. It’s now more important than ever for companies to begin incorporating mobile user data into their multi-channel story.

    All of the insights that marketing teams have about customers from all channels can be used to create well-defined user segments. Those segments then serve as the basis for an in-app messaging campaign. For example, a retail company wanting to bridge the gap between brick and mortar, web and mobile channels can pass data identifying their most loyal customers who qualify for VIP status, then create a segment called VIPs and offer those users exclusive early access to products relevant to their interests.

    Being able to connect the multi-channel dots and develop richer user profiles based on consumer behavior will put forward-thinking brands firmly ahead of the pack when it comes to driving increased user engagement.

    5. Reward Your Champions

    In all channels, including traditional channels and mobile, there are many ways to show loyal customers that their business is appreciated. Companies should think of creative “thank yous” to send to their active users as a part of their mobile engagement strategy, especially in an increasingly competitive app market landscape.

    Retention is a critical factor in an app’s success, as it is important that acquisition investments yield more than just a bunch of “fair-weather fans.”

    Using cohort retention analysis, companies can quickly identify which campaigns or sources are generating their most highly engaged users. It’s then a pretty easy transition to turn that knowledge into an effective, good-karma-generating “thank you” campaign offering anything from free giveaways to coupons for the user and a handful of their friends. What better way to build a Super Fan cult following than to get your most valuable users to be your brand ambassadors?

    Wrap Up

    From NPS surveys and A/B testing to showing love to Super Fans, there are so many ways brands can win by adopting an in-app messaging strategy. So you’ve heard from us, and now we want to know more about you: if you could run one campaign today in your app, what would it be and what’s the potential impact on your business? We’d love to hear from you!

    Dania Lieberthal is the Channel Manager at Localytics and she can answer any questions you have about Localytics’ in-app messaging offerings. Say hi to her on Twitter –  @drlieber.

  • App Monetization Options and Best Practices – Whiteboard Wednesday

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    In this week’s Whiteboard Wednesday session, Localytics VP of Marketing Bernd Leger talks about the different ways you can monetize your app. From paid downloads to generating non-digital sales, this short video will help you get started with your app monetization strategy.

    Transcript

    Welcome, my name is Bernd Leger, I’m the VP of Marketing here at Localytics, and thank you for joining us for another Whiteboard Wednesday.

    Our topic today is monetizing your apps. There’s two key segments we want to cover – the first is how to monetize your apps directly within the apps themselves, and the other is how to get your apps to work in conjunction with your traditional offline channels, such as in-store marketing.

    Option 1 – Paid Downloads

    Let’s jump right into it. The first in-app monetization option is the more traditional paid download model. This was most frequently used in the early days of the app stores, and is still used fairly widely, typically at a 99 cents price point.

    It is, however, becoming increasingly difficult to drive people to download paid apps. With over 800,000 apps in Apple’s app store alone, it can be difficult to get users’ attention, so adding another hurdle in requiring them to pay makes it even harder to coax a download.

    Currently, paid downloads represents about 24% of Apple App Store revenues. Additionally, it’s reported that 4 in 5 paid apps in Google Play are downloaded less than 100 times.

    Option 2 – In-App Advertising

    As paid apps face greater difficulties gaining market traction, we see other models becoming more popular. The first is the in-app advertising model, representing a $7.3 billion business.

    Initially traditional advertising networks and mobile-specific banner ad networks grabbed the bulk of in-app ad revenues, but recently new publishers have moved into the space. For example, a few years ago Facebook had no substantial app advertising revenue, but today drives roughly $3 of every $10 spent on in-app advertising.

    Option 3 – In-App Purchases

    The other model here is in-app purchasing. If 24% of Apple App Store revenues are generated by paid downloads, the rest comes from non-paid downloads, and interestingly 71% of all in-app purchases come through apps that are free to download.

    Some in-app purchasing examples include game upgrades – say you’re playing a game and you want to accelerate through a particularly tricky level, you can buy a virtual good that allows you to move up a play level more easily.

    We’re also seeing a fair amount of mobile commerce for real goods. Ebay for example drives $12 billion per year directly through mobile. This is a model that is growing in popularity.

    Non-App Revenues Generated By Apps

    So that’s a quick look at some in-app revenue generating methods. Next we’re going to look at some monetization strategies outside the app itself.

    For example, if you run a brick-and-mortar store, having an app allows you to combine your rich digital experience and your in-store experience, maybe with a digital loyalty card, to drive purchases. These can be driven from the app to the store and vice versa.

    Another interesting example is that of Angry Birds maker Rovio. They’re actually leveraging all of these methods in one way or another – they have a paid download model, they have advertising-supported free versions, they provide in-app upgrades for purchase, but perhaps most fascinating, 45% of their revenues come from licensing.

    Think about that: almost half of their revenues are coming from non-app-related activities. If you’re able to create a brand like Rovio has, that can be a surprising revenue stream.

    Steps To Take

    So what are some of the concrete steps we can take as app monetization recommendations? In the end, it all comes down to being extremely personalized, being extremely content-driven, and being in the position to deliver the right content – be it editorial or a monetization ask – to the right app user at the right time.

    Ensure that when you have eyeballs on your app, you’re able to maximize your opportunity.

    With that, thank you again for joining us for this week’s Whiteboard Wednesday. We look forward to seeing you again soon.

    Mobile ROI means monetizing properly

    Join us for a monetization webinar
    For a more in-depth look at monetizing apps, join us at
    our upcoming webinar.

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  • Using AngularJS at Localytics

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    This is the story of how we rewrote our Backbone-powered web application in AngularJS, using nearly half the number of lines of code.  (It is a love story.)

    Our time with Backbone

    In the beginning, there was spaghetti code. Then out of the chaos came Backbone, and it was good. Our data lived in Models which lived in Collections which were observed by Views, and our application grew. But with growth came complexity, and as we began to nest our Views in deeper layers, evil Zombie Views plagued us, and we despaired.

    Backbone promised a simplicity that eluded us in our real-world application:

    In a finished Backbone app, you don’t have to write the glue code that looks into the DOM to find an element with a specific id, and update the HTML manually — when the model changes, the views simply update themselves.

    We found this statement misleading.

    In Backbone, View.render is a no-op, so the above would perhaps be better written: “when the model changes, you are responsible for binding your view to the model’s change event and writing a render method that can be called each time this event fires, and make sure to unbind it when you’re done.” For us, this was easier said than done:

    First, to keep our views manageable, we followed thoughtbot’s example and wrote composite views made up of smaller views responsible for discrete parts of the page. Parent views had to keep track of child views and make sure to clean up after them. And with nested views, it became less clear what the render method in each view was supposed to do.  Should it render itself and then recreate and rerender all child views?  Should it reuse existing child views and just tell them all to rerender? We ended up investing many lines of code and development time hacking together composite view library classes to help manage these cases, not to mention endless hours spent hunting down zombie views that weren’t being cleaned up correctly.

    Second, our app was heavy on user input, and we never found a good way to keep our form inputs, models, and views in sync. First, we began by writing glue code that looked into the DOM to find an element with a specific id and grab the data from that element on keypress. That caused the model to change, so sure enough, our observant view rerendered, causing the input to lose focus. So then instead of simply rerendering the entire template, we wrote more glue code that looked into the DOM to find an element with a specific id and changed the value of that element to reflect our model. Now we had double the amount of awful DOM manipulation code in our views, so we turned to a little two-way data-binding library called Stickit. The plot thickens.

    The tale of our journey down the path of Stickit is an epic in itself, but long story short, it only made things worse. Stickit’s philosophy is to “clean up your templates” (make them less declarative) by moving your data-binding logic to your view. So now we had a whole library whose purpose in life was to litter our views with the names of more DOM elements. Our zombie views grew fatter.

    But the straw that broke the camel’s back was Chosen, the jQuery plugin that turns ordinary <select> elements into pretty searchable dropdowns, and an essential part of our UI. It doesn’t work with Stickit and it doesn’t work with Backbone views that haven’t yet been inserted into the DOM. But we persisted, writing tomes of code to coerce these three strangers into playing together. So when it came time for a UI revamp of our app marketing platform, we realized we were going to have to rewrite enough of our existing code that we jumped at the chance to try something new.

    Into Angular land

    We were ready for a framework that offered more out of the box, and any moral objection we might have had to soiling our templates with non-standard HTML had been completely beaten out of us at this point, so AngularJS’s declarative two-way data-binding was starting to sound real good. When we found AngularUI, complete with datepicker and a Chosen lookalike ready to go, we were sold.

    It was, to be sure, mind bending at first. Without our familiar friends, Model and Collection, we weren’t even sure how we were supposed to model our data, a question on which AngularJS is conspicuously unopinionated. We also weren’t sure how to organize our code, and the Angular documentation wasn’t very helpful here, as it’s riddled with sample code which it then advises you not to follow in a real application. But a few days in, it was evident that we were writing so little code in Angular anyway that it didn’t really matter if our organization wasn’t perfect.

    We finished the project in two weeks and in about half the number of lines of code, including HTML markup, as our old Backbone version.

    Localytics AMP UI - Backbone vs Angular

    Data-binding worked like magic. We wrote zero lines of DOM manipulation code, and spent zero minutes tracking down memory leaks or unpredictable event binding behavior.

    As an unexpected bonus, Angular’s module API and dependency injection system also turned out to be way cooler than we imagined. In Backbone we had struggled with a hand-rolled module loader to organize our code, and it took no small amount of discipline to keep passing all the variables needed into our views (which were nested several layers deep) instead of throwing our hands in the air and just using the module loader as a place to stick global variables. Now Angular takes care of all of this for us, managing our services and providing instant access to them wherever we require.

    As it turned out, the select2 dropdown widget that comes with AngularUI didn’t quite meet our needs. The author acknowledges that the plugin is slow with large datasets, and we wanted something that would work with ngOptions. So we wrote our own directive for Chosen. The directive works on any <select> element, and plays well with ngModel and ngOptions:

    <select
      multiple
      chosen
      ng-model="state"
      ng-options="s for s in states">
    </select>
    

    Lessons learned

    To close, here are a few things we learned from the transition, and a few questions we’re still working on answering:

    Directives are hard. Working with isolate scope and transclusion is tough, and Angular’s documentation on the subject doesn’t make it easier. We found that before jumping into writing an ambitious directive, it’s best to start by not writing a directive — just using normal templates and controllers — and then roll that code into a directive once you really figure out what your requirements are, or once you start repeating yourself.

    It’s also best to write smaller, less obtrusive directives that play well with others. For example, we went through a few iterations on the Chosen directive before realizing that it was best to keep it simple and define it as an attribute on a standard <select> element, instead of creating a <chosen> element that would render its own template.  By keeping it lightweight and retaining access to the <select> element outside of the directive, we can still add other directives on top of it, like ngModel, ngOptions, ngChange, or any of the directives that work with validation.

    Angular documentation needs some love. But we were able to figure it out anyway, and it turns out there isn’t as much to learn as we’d initially feared to get started. The developer’s guides to directives and forms are now our two best friends.

    Form validation is great but requires some thought. Our application helps customers create targeted in-app messaging campaigns through what’s essentially multi-page form wizard, so dealing with form and model validation was tricky. Angular’s built-in validation directives like ngRequired helped us eliminate a huge chunk tedious validation code that had previously lived on our Backbone models, but we still had some model-related business logic that couldn’t be defined declaratively, and which needed to be persisted if the user left our app and came back later without stepping through each page of the form again. Integrating model and form validation was tricky, and our implementation probably needs some rethinking. We were also surprised to find that Angular doesn’t seem to support ‘required’ validation on groups of radio buttons, and had to resort to adding a hidden input element with a required attribute to validate that a user had selected an option.

    Declarative is good. It’s funny, but we’ve seen interactive web apps with HTML and Javascript come full circle.  We used to write things like <a href=”#” onclick=”doSomething()”>. Then we realized it was bad to couple presentation and behavior, so we made our Javascript unobtrusive, keeping our templates clean. But now we’re back at it again, writing <a href=”” ng-click=”doSomething()”>. Have we learned nothing?

    My experience with Backbone has led me to conclude that the ethos of “keeping one’s templates clean” is an antipattern that creates brittle connections between Javascript code and DOM structure. Web development is messy business, and the ugly code that brings HTML to life has to live somewhere. By abstracting it out of our templates, it just clogs up our views with hardcoded references to HTML elements whose names, classes, and structure might change — and which should be allowed to change without breaking behavior and needed a corresponding change in a separate view class.

    Philosophy aside, Angular helped us get our job done with a lot less code, leaving us more time to do the things we love, like drink beer frolic in the sun write more code. Plus the t-shirts are pretty cool.

  • 3 Ways To Monetize Your Apps

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    3 ways to monetize your app

    A well designed app that is useful or entertaining for its audience can garner hundreds – if not millions – of users. But per the nature of the app economy, oftentimes those users don’t directly pay for the product you offer. And if they do, it may not be enough to turn a profit. How do you capture the the opportunity mobile without compromising the mobile experience for your users?

    In our upcoming webinar on the monetization of apps, Localytics VP of Marketing Bernd Leger and Director of Customer Success Lee Isensee will teach you how to identify your most profitable customers and achieve monetization with the strategy.

    To give you a preview of what you’ll learn in next week’s webinar, here are 3 common ways that app developers are finding success and achieving monetization with their mobile apps.

    1) Paid Downloads

    The first method is the earliest and most straightforward, and that’s paid downloads. Charging users in the app store before they can actually access your app is a good one-time monetization strategy, and it works very well for unique evergreen content like games, books or productivity tools.

    There are some disadvantages to paid downloads. First, users who have paid for your app, even if it’s 99 cents, often have loftier expectations and lower thresholds for bugs. There is also more resistance to further monetization methods, as paid apps come with an expectation of that being all there is to the money side of the app.

    But the benefit of paid downloads is a predictable, guaranteed revenue per user. It’s very straightforward to report on – my app costs $1.99, I had 10,000 downloads, so my app revenue is $20,000.

    2) In-App Advertising

    If you want a less reliable, but potentially more scalable method of monetization, in-app advertising is a good option. Running ads in your app can impact the user experience somewhat, but it is an excellent choice for apps with lots of new, fresh, updating content like news or social media apps.

    The challenge with in-app advertising is making sure your users are engaged. You have to make sure that your content is engaging, interesting and fresh enough to bring users back multiple times. Ad click rates can range from half a percent to five or six percent depending on the offer, so rather than generating a download you have to generate perhaps a hundred ad impressions.

    Once your app is engaging, however, there’s no limit to the number of times you can monetize a particular user. While advertising doesn’t have as steady a monetization floor, it also doesn’t have any ceiling.

    3) In-App Purchases

    In-app purchases are a fairly broad method, and can work with a lot of different app types – mobile commerce apps are the most obvious, but publications can sell subscriptions, reading apps can sell books, games can sell upgrades, and so on.

    The interesting part of in-app purchases is that, unlike advertising, they are tied directly to what the user is doing right now. For example, they may be skimming through your mcommerce app with sweatpants in mind, so an in-app purchase of sweatpants is extremely relevant to their needs. Alternatively, they may be struggling to complete a task in your game, so a power-up or paid cheat may be perfectly timed and perfectly targeted.

    With proper analytics and in-app messaging, you can also increase the rate at which users make in-app purchases by studying overall user behavior.

    The downside to in-app purchases is that you have to make sure your app warrants it. Apps that have an in-app purchasing model bolted on incongruously can be awkward and generate little to no revenue. Making sure that your purchase options – and your purchase timing – are appropriate to the user is vital.

    How are you thinking about your app monetization strategy? Let us know in the comments!

    Mobile ROI means monetizing properly

    Join us for a monetization webinar
    For a more in-depth look at monetizing apps, join us at
    our upcoming webinar.

    Attend the webinar


  • App User Segmentation – 4 User Segment Examples – Whiteboard Wednesday

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    In this week’s Whiteboard Wednesday video, we bring you some of the most valuable app users, separated out into actionable segments. We’ll go through four example user segments, how to identify them, and most importantly, how to message them for maximum impact.

    Transcript

    Hi, my name is Daniel Ruby and welcome to another Localytics Whiteboard Wednesday. Today we’re going to talk about a few examples of user segments within your app, how we can identify them, and a few ideas of what we can do to take advantage of the insights into their behavior that we have.

    M-Commerce User Segment: Couponers

    Our first user segment is “Couponers.” These are people within a mobile commerce app that specifically buy when there’s a discount. You know them because you can look into their behavior and see that they have never made a purchase of a product that was full price, but they have made one or more purchases with a coupon or with a special offer.

    What we can do with them is use in-app messaging to target them specifically with a coupon. We don’t necessarily need to create a full site-wide sale or coupon, but rather you can specifically target people who you know will react to a special offer.

    Video User Segment: Second Screeners

    Our second group is the “Second Screeners.” These are people who are engaging with an app for a TV show or broadcast network while the actual show is going on. They’re watching their favorite show and they have their tablet or phone in front of them, discussing the show, or voting on who to kick out, or maybe just looking up trivia about the show or actors.

    You can determine this group by the time that they’re interacting with the app or, in the case of network apps, the time that they’re interacting with a particular piece of content.

    Once you’ve determined these users, you can send them push notifications to let them know their favorite show is starting, or use in-app messages to invite them to watch the next show based on their entertainment tastes.

    Media User Segment: News Junkies

    Our third group is more for news apps – the “News Junkie.” This is not someone who reads the news, but rather someone who lives the news. They want up-to-the-minute, breaking news delivered to them at home, on their commute, at the office, and anywhere else.

    You can create this segment by looking at something as simple as frequency of engagement, or alternatively the number of different locations they engage with your app at during the day. If it’s three or more, you can be fairly certain that they’re engaging with your app at home, on the road and at the office.

    These users are really in tune with your brand. They’re a great target for in-app messages prompting them to rate your app. Because they’re familiar with your brand, and because they return again and again, they’re a great user segment to leverage to increase your app store rating.

    User Segment in All Apps: Social Butterflies

    The final user group we’re going to talk about is the “Social Butterfly.” These transcend all app types. This is someone who is sharing your app, your brand or your content via social media. Not just once, but multiple times.

    What’s interesting is that you can create sub-groups based on the “Social Butterfly”’s preferred social medium based on the specific events they’re acting on within your app. If, for example, you have someone who is Tweeting your content often, say three or more times per week, you can be fairly sure that they are someone who is influential or at least active on Twitter, and that it’s their preferred method of sharing what they like with their friends.

    With this insight, you can create an in-app message specifically for their preferred social network. With this Twitter user, you can say “Hey, thanks for Tweeting about us,” and prompt them to follow you on Twitter for updates and news on your brand.

    This is a great way to get social tastemakers and brand ambassadors into your social circles.

    This has been a few different ways to determine actionable segments of your app users based on their in-app usage, along with some ideas as to how to leverage this insight into their usage. If you’re not already a Localytics user, I invite you to check out the Localytics demo to see how we can help you determine and message to these particular users.

    Again my name is Daniel Ruby, and this has been another Localytics Whiteboard Wednesday. I hope it has been helpful, thank you very much and we hope to see you again next week.

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  • Getting started with mobile in your organization – questions to ask – Whiteboard Wednesday

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    In this installment of Localytics Whiteboard Wednesday, Sr. Solutions Consultant Richard Sgro discusses how to think about mobile in your organization, identifying your target users and helping them use your app to accomplish what they are looking for.

    Transcript

    Hello everyone, and welcome to Localytics Whiteboard Wednesday. Today we’re talking through some questions to consider when thinking about mobile in your organization.

    Question 1: Who is my end user?

    The first question to consider is “Who is the user of this mobile experience?” This is arguably the most important question to answer, and it’s something that product managers the world over have struggled with.

    Answering this question helps you frame everything else – all the other discussions, all the other decisions that you’ll make – it gives you a lens that you can look through.

    Your target user group may be as straghtforward as parents with newborns, twenty-something singles or marketing executives. Identifying something simple like this helps frame a lot of other discussions.

    A word of caution when thinking about this: although everyone could potentially use your app, design your app for a particular subset of people. “Everyone” is too broad to target.

    Question 2: What do they want to do?

    Once you’ve identified your target users, think about what they’re trying to accomplish. Why did they pick up your mobile app? What are they trying to do? Parents with newborns, for example, may be looking to alleviate some of the stresses or challenges that come with having a new baby in the house.

    Twenty-something singles may be looking to engage and meet new people to have some new experiences.

    Marketing executives may be looking for insights into what competitors are doing, or the Q-rating of a group of competitors.

    Question 3: How does it impact my brand?

    Once you understand the user profile and scenario, think about what mobile means for your brand’s core experience. Is mobile going to be an extension of an existing web or desktop experience?

    Will mobile be a complimentary experience where they play off each other?

    Or will mobile be a completely new presentation, a new way to look at some existing information?

    Fortunately, this isn’t an either-or situation. It is quite possible – and sometimes preferable – to evolve organically through these over time.

    Apps that do it right

    Facebook is a great example. Facebook has a great web experience, and for a long time that was how most people interacted with their core product offering. Over time their complementary mobile experience became the primary way that people interacted with them. So they evolved organically.

    For our parents with newborns user segment, the Diapers.com app does an excellent job of simply extending the core Diapers.com experience. With a couple of taps you can order or renew a subscription for diapers.

    For our twenty-something singles, OKCupid did a really great job of thinking through a mobile-first scenario. Our user segment is out and looking to engage with some new people, so OKCupid thought up the Crazy Blind Date app. A lot of useful information exists in the OKCupid web experience – who you’re potentially matched with and who’s in your area – and the Crazy Blind Date app allows you to see that in real time on your phone. Users can actually go interact with those people if you’re out at the same place.

    Test your assumptions

    Once you’ve thought through these questions and put your app out in the marketplace it’s really important to validate these assumptions. You should make sure that the right users are using it, they’re using it in the way you thought they were going to use it, and they’re engaging with your brand in the way that you think makes sense.

    This is where analytics can come in. As you’re thinking through these questions also think about the type of questions or the analytics that you want to bring to the table with this. Mobile marketing and analytics providers like Localytics can be leveraged as a powerful tool, validating your assumptions once your app is out in the market.

    Thinking through these questions is a great start. However, there’s some other things to consider as well.

    What is your user doing before they pick up your app? How can you help them get into your app easier? Once your user is done with your app where are they headed, and how can you help them get there?

    In addition what’s the form factor that users are interacting with your app? Is it a small 3.5″ phone screen? Is it a 10.1″ tablet screen? Or is it something in between, a ‘phablet’ as we would call it?

    My name is Richard Sgro, and this was Localytics’ Whiteboard Wednesday. I hope you found it helpful. Thank you very much.

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  • Apple iOS UDID Banned

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    Over the recent months Apple has taken a firmer stance with regards to the privacy of their mobile device users. With previous versions of their mobile Operating System an identifier was made available that allowed companies to uniquely identify the device that could then be used, when joined with other information, to compromise the privacy of the user. With the release of iOS 5 Apple deprecated the identifier (UDID) but had not removed it from the Operating System, which allowed developers to continue to leverage the identifier until it was to be completely removed. The deprecation of UDID made it clear that Apple was looking to make it more difficult for mobile apps to backtrack to an individual. After the deprecation of UDID a couple mobile applications not only continued to use UDID but passed the value in the clear which was not taken well by Apple and many of those applications started to be rejected from the App Store.

    On March 21st, 2013 Apple declared their final stance regarding UDID which is “Starting May 1, the App Store will no longer accept new apps or app updates that access UDIDs”.

    Localytics’ commitment to privacy and best practices

    At Localytics, we are strongly committed to delivering the best possible user experience, delivering exceptional value to our customers while adhering to privacy best practices. When Apple made it evident that using UDID and passing it in the clear was something that they were no longer going to allow Localytics immediately responded with an updated SDK that continued to allow customers to gather the behavior of the app users without running the risk of passing the sensitive information in the clear.

    In response to Apple’s final stance regarding UDID this week, Localytics was ready with an updated SDK within hours that eliminated any reference to UDID. We’ve modified the SDK in a way that allows our customers to continue to use the industry’s best mobile app analytics and marketing solution while staying compliant with the guidelines put in place by Apple.

    For users of iOS 6, Localytics continues to take advantage of the latest methods made available by Apple for identification. To ensure that you get the best understanding of your users and to take advantage of all the new functionality provided by Localytics, we recommend that you always use the latest version of the Localytics SDK.

    The Localytics iOS SDK, implementation documentation, and best practices can be found at http://www.localytics.com/docs/.


  • A/B Testing – Whiteboard Wednesday

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  • Prompt Users To Upgrade Your App With In-App Messaging

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    In-app messages can prompt users to upgrade to the latest version of your app

    Release the minimum viable product, iterate often, and respond to user feedback. These are all pretty standard beliefs for the development teams of the world. Unfortunately, the user isn’t always interested in upgrading. Maybe they haven’t noticed the small upgrade overlay on the app store icon or perhaps they don’t know the value of your latest version.

    Today I’ll walk you through two complementary in-app messaging campaigns that will help increase the likelihood your users will upgrade to the newest version of your application.

    As a refresher, the Localytics in-app messaging platform allows you to send rich, customized messages, specifically crafted for individual audience segments directly based on your analytics data. Because it is based on your user segments and in-app triggers, you are able to refine the experience to best suit the right audience rather than a broad-stroke, non-targeted, campaign.

    Campaign 1 – Standard Upgrade Notice

    Our first campaign will be similar to what you’ve seen throughout apps far and wide; it will target anyone who launches an older version of the application. From the marketing tab, create a new campaign named “Broad Advertisement”. After naming the campaign you have two options on what your campaign will look like, you can upload your layout and message or you can easily build a creative right in the Localytics interface. This creative should have some descriptive text calling out the benefits of the next version (e.g. “Fixed that annoying bug that causes app to crash” or “Now with more bacon!”) and a call-to-action, prompting users to click through to upgrade to the latest version. Through the Localytics Creative Builder, you can ensure that the typography and color fit within your specific style guidelines.

    The goal of this campaign is to target all users of the previous version of the app. For this campaign, we’ll filter our users where the dimension “application version” isn’t the current application version. We want to target all users who are even remotely active; any user who’s had at least one session in the past month will be our qualifying action. This combination of filtering and qualifying behavior ensures we’re only targeting users who are even slightly active on any older version of the app.

    With our creative done and recipients identified, we’ll identify an aggressive event trigger. When selecting an event trigger, pick an event that you’re sure will be fired early into a user’s session. Picking an event that is almost guaranteed to happen for every user ensures that most users will receive the campaign.

    Schedule this campaign to run for 90 days.

    Campaign 2 – Targeted Notification

    Our second campaign is more granularly targeted. We want to target only users who are engaging with features that have improvements in the newer version of the application. For purposes of our example, the V1 of our app has sharing functionality. V1 allows users to share to Facebook. In the V2 release, our app enhances sharing to include Twitter, SMS, and email in addition to Facebook.

    From the marketing tab, create a new campaign named “Targeted Upgrade – Sharers”. Develop your creative, using either the creative builder or uploading your own. Your descriptive text should be specific. In our sharing example something like “In V2 you can share even more ways, we’ve added Twitter, SMS and email sharing”; the call to action should, as in campaign 1, prompt users to click through to upgrade.

    The goal of this specific campaign is to target just users of V1 who are utilizing the sharing feature, which is enhanced in V2. As in campaign 1, we’ll fitler our users where the dimension “application version” isn’t the current application version and target users who are remotely active.

    Unlike campaign 1, we don’t want a trigger that will fire early in a users session. We want to hit the users at just the right place and just the right time. As we are targeting just users who are utilizing the sharing feature, we’ll want to trigger the creative appearance on the “sharing summary” event.

    Schedule this campaign to run for 90 days.

    Hopefully every release of your app adds valuable features for your users, and you can follow this pattern to drive upgrades by targeting frequent users of upgraded features.

    Wrap up

    After activating both of these campaigns, your users will start receiving the upgrade notifications. To help you further understand the impact these campaigns have, navigate to the app versions by day report in your Localytics dashboard. In that report, add a comment on the day you’ve activated these campaigns; going forward you’ll always have that indicator as a reminder. Running these campaigns for a few weeks should reduce the number of users you have on older versions of your application.

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