Lou Orfanos, VP of Product at Localytics, highlights the future of mobile and digital engagement and how leading consumer companies can lead the transformation toward "smarter" engagement across channels, as well as the cutting-edge technology that will enable it.

1. The Future of Engagement
Lou Orfanos, VP Product
@loutwit

2. WARNING: SCARY CHART FOR MOBILE MARKETERS
Despite massive
number of available
apps, users are
downloading and using
the same number of
apps
Sources: eMarketer, Flurry, Nielsen, Activate analysis

3. Hurdle: Identity

4. Hurdle: Identity

5. Hurdle: Demystifying Data Science

6. Hurdle: Channel Overload

7. Hurdle:
Relevance
Cool
Localytics ad!
(But I work here)
Cool
join.me ad!
(But I used to work
there)

9. Hurdle:
Continuity of
Experience

10. Simple engagement  deceivingly complex
Push
Messag
e In-app
Message
Customer
Profile
Database
Dynamic Messaging
for Personalization
CTA tracking:
Engagement,
Conversion,
Retention etc.
Push Tracking: Viewed /
Open / Clicked
Audience
Qualification
Event behavior
tracking
Deep linked via
key value pairs
Message
A/B Test
Scheduling Automation
to send at right time
Custom HTML
for In-app
message
Influence on Engagement,
Conversion, Retention

11. There’s a lot of technology to help

12. Marketing Landscape Guidance
“Scapes” “Maps” “Stacks” “Verses” Focused on
Vietnam

13. Keep it simple
Use the
lifecycle as an
organizing
framework for
engagement

14. 4 Building
Blocks of Great
Engagement
Applied together to all
parts of Lifecycle
1. Data
2. Automation
3. Personalization
4. Optimization

15. Scorecard for Benchmarking Engagement
Acquire Engage Grow Retain
Data
Automation
Personalization
Optimization

16. Engagement Roadmap: Acquire
Crawl
 Track clicks /
downloads
 Welcome emails &
splash screen
Walk
 Full downstream
attribution of spend
 Lightly personalized in-
app / in-product tutorials
Run
 Auto-optimize spend for
CAC or LTV
 Targeting on inferred
preferences
 Personalized onboarding

17. Engagement Roadmap: Engage
Crawl
 Nurture emails
 Ad-hoc push
messages
 Measure clicks &
opens
Walk
 Cross-channel nurture
 Light Personalization
 A/B Test Messages
 Engagement impact
 Automated NPS
Run
 Ongoing, chained multi-
campaign journeys
 Predictive behavioral
segmentation
 1:1 dynamic frequency
capping
 Learned algorithms for
optimization
 Personalized content + UI +
recommendations

18. Engagement Roadmap: Grow
Crawl
 Blast offers across
channels
 Track total revenue
Walk
 Trigger-based
messages (Free
Shipping!)
 A/B test creative to
compare revenue
 Tie efforts to ARPU
Run
 Conversion, upsell &
cross-sell predictions
 Auto-optimize towards
custom conversion events
& LTV
 Predicted preferences
 Real-time location data

19. Engagement Roadmap: Retain
Crawl
 Blast email / push
dormant users
 Measure overall
retention
Walk
 Personalized ad hoc
retention and winback
offers
 Data science to find
churn segments
Run
 Programmatic churn
predictions
 Remarket outside of your
app or product
 Auto-campaign
qualification
 Auto-optimize toward
custom retention goals

20. Launching Today:
True
Impact™
The first product to truly
quantify mobile
campaign impact

21. THANK YOU
Contact me at lorfanos@localytics.com