New product helps marketers predict their user’s next move and create personalized campaigns to engage them
Localytics, the lifecycle engagement platform for web and mobile apps, today announced the general availability of Localytics Predictions, which leverages machine learning to help companies predict and proactively influence users at every stage of the app lifecycle. Localytics Predictions brings together analytics and marketing to help organizations quickly understand user behaviors, identify meaningful customer segments, and then use those deep insights to create data-driven personalized experiences to engage or re-engage users across multiple marketing channels.
Since 25 percent of apps are only used once and user churn rates increase to 75 percent over a three-month period, app owners need strategies to mitigate churn, interact with users more intelligently, drive conversions and, ultimately, increase customer loyalty.
“Apps are inherently personal, but incorporating predictive intelligence into user engagement gives organizations an opportunity to make them even more personal,” said Raj Aggarwal, CEO of Localytics. “Localytics Predictions is the first and only predictive product for apps with engagement channels built into a powerful analytics platform. This makes it easy for customers to instantly take action on the insights and intelligence to optimize and personalize every interaction — with real, tangible results.”
Localytics Predictions helps companies determine which of their users have a high, medium or low likelihood to churn or convert through the auto-segmentation of users, which occurs based on a proprietary algorithm that links users to the behaviors and characteristics most related to churn or conversion. Auto-segmentation gives marketers instant insight into to their users’ future behaviors, without the time investment and guesswork involved in data modelling and analysis.
Because Predictions is part of Localytics’ integrated platform, customers can take action on these insights through personalized email, push notifications, in-app messaging and remarketing campaigns. Every engagement is then integrated into the proprietary algorithm, optimizing the user intelligence and marketing engagement over time.
In addition to the time savings, the bottom line results are big. For example, even a small reduction in churn translates to thousands of dollars in savings for an app. Onefootball, the best mobile football platform for fans around the world, was able to identify user behavior patterns that were indicative of churn and use that data to achieve a 7.5% percent reduction in churn by using Localytics Predictions. While Onefootball has always used Localytics to send personalized push notifications to users based on their favorite teams, location and language, using Predictions helped them to identify thousands of users with the highest risk of churning and proactively target those users with personalized messages to keep them active in the offseason.
“Thanks to Localytics Predictions, we now have an easy, scalable and scientific way to reduce churn in our app and help more football fans stay in tune with their favorite teams,” said Thies Gruning, Mobile Marketing Manager at Onefootball.
In the future, Localytics Predictions will expand beyond churn and conversion use cases into other applications, including upsells, onboarding and content personalization.
To learn more about Localytics Predictions, visit Localytics.com.