Successful brands know that guesswork has no place in the modern, data-rich landscape. Today’s leaders must use a data-driven approach to ensure they’re delivering the best experience to their customers, across all channels and devices. This presentation shows how brands can utilize behavioral analytics to inform engagement marketing campaigns.

1. Insights To Action:
Inform Your Engagement Marketing Strategy With
Behavioral Analytics

2. Doug Roberge
Strategic Services
Kahuna
Justin Bauer
Head of Product
Amplitude
Today’s speakers

3. Housekeeping
• Webinar will be recorded and emailed out
• Have a question during the webinar?
- Ask us via the comments box
- Q&A time at end of webinar
• Let’s get social! Tweet us with #insights2action
- @Kahuna - @AmplitudeMobile

4. Agenda
- Introductions
- Why engagement & retention won’t just happen
- What is behavioral analytics?
- The Three Phases of Retention
- Analytics & messaging strategies for each phase
- Q&A

5. 20,000 apps added every month
3 million+ apps in leading app stores
14% increase in B2C emails sent
25% decrease in open-to-click ratio for
email
90% of users don’t return 30 days after
install
The Problem

6. How do you avoid losing 90% of your users?

7. One of the most effective ways is
to develop a highly optimized
engagement marketing
strategy.
How do you avoid losing 90% of your users?

8. Understand Engage Optimize
The goal of an engagement strategy is to determine the
right message, to be delivered to the right person, at the
right time to drive your desired outcome. . .
. . . But it requires a new approach.

9. The goal of an engagement strategy is to determine the
right message, to be delivered to the right person, at the
right time to drive your desired outcome.

10. How? User behavior analytics.
The goal of an engagement strategy is to determine the
right message, to be delivered to the right person, at the
right time to drive your desired outcome. . .

11. What is behavioral analytics?
Raw Data,
Individual User Timelines
granularhigh-level
Aggregate Statistics

12. What is behavioral analytics?
Raw Data,
Individual User Timelines
granularhigh-level
Aggregate Statistics
The Behavioral
Layer
• Behavioral Cohorting
• Growth Discovery Engine
• User Flows
• Microscope

13. Let’s walk through an example
of the power of behavioral analytics
for a retention engagement strategy

14. The Three Phases of Retention
○ Phase 1: Does the customer believe
the app is valuable?
○ Phase 2: Does the customer
remember the app is valuable?
○ Phase 3: Has the app become a
habit for the customer?
Best in class engagement marketing must think about all 3 phases

15. Phase 1: Does the customer believe the app is valuable?
Remember, customers are fickle. They need to see value
in the product very quickly.
Phase 1 is about demonstrating value to prevent churn.
New Users
This is also the phase where
you can touch the highest
number of users -- so take
advantage of it!
Active Users
Casual Users

16. EXAMPLE:
Determine your onboarding focus and
encourage that behavior for new users
Phase 1: Does the customer believe the app is valuable?

17. Phase 1: Which is better?
Number of news
topics followed
Depth into a food
category
Depth into a
news topic
Number of
recipes added
+62%
+28%
Initial
Onboarding
New
Onboarding
Day 1
retention
change
Use data to determine your onboarding focus!

18. Phase 1: Where to start?
Analyze the early behaviors of new users who retain, and
compare to users who do not retain.
Amplitude Growth Discovery Engine

19. Phase 1: Analyze the day 1 behaviors of new users
who retain, and compare to users who do not retain
Amplitude Growth Discovery Engine

20. Phase 1: Understand how users get to that action
Amplitude User Flows
AddToList
CreateList
FavoriteSong
SearchSong
Incoming Flow
PlaySong

21. Phase 1: Understand how users get to that action
Create a conversion funnel based on that information
!

22. Phase 1: Create a cross-channel onboarding strategy
add dietary preferences add favorite recipes add items to shopping list
Yummly now
Have mustard? Eating
Gluten-free? Add your Taste
Preferences in Yummly now
to personalize your
experience!
slide to view
Yummly now
You’re only a few Yums
away from personalized
recipe recommendations!
slide to view
Yummly now
Did you know you can add
recipe ingredients to your
shopping list by tapping
“Add to list” on the recipe?
slide to view
“Recipe” for
effective
onboarding:

23. add dietary preferences add favorite recipes add items to shopping list
Yummly now
Have mustard? Eating
Gluten-free? Add your Taste
Preferences in Yummly now
to personalize your
experience!
slide to view
Yummly now
You’re only a few Yums
away from personalized
recipe recommendations!
slide to view
Yummly now
Did you know you can add
recipe ingredients to your
shopping list by tapping
“Add to list” on the recipe?
slide to view
“Recipe” for
effective
onboarding:
Results: Increased 30 day user retention by 119%
Phase 1: Create a cross-channel onboarding strategy

24. Phase 2: Does the customer remember the app is valuable?
Just because the customer found value on day 1, doesn’t
mean they’ll remember to come back 3 days later.
Phase 2 is about moving users from:
Casual Passerby Engaged User

25. Phase 2: Does the customer remember the app is valuable?
Personalized updates based on
expressed user interest.
EXAMPLE:

26. Completing 50% of
Profile
Adding 7 Friends
Phase 2: What actions in the first week
drive medium-term retention?
Posting on a wall
Use behavioral cohorting to identify the optimal experience

27. In traditional analytics, a “cohort” has referred to an
Acquisition Date Cohort:
A group of users who started in the same time period, and are then tracked together over time.
Phase 2: What is a behavioral cohort?

28. Phase 2: What is a behavioral cohort?
Acquisition Date Cohorts can tell you that users who joined in June are
retaining better than users who joined in May…but it’s hard to take action
on that information.

29. Phase 2: What is a behavioral cohort?
Behavioral cohorting allows you to group your users based on specific
actions that they have or have not taken in your app or website.
This helps you identify user actions or product features in your app that drive growth.

30. Phase 2: Compare retention between behavioral
cohorts
Users who add 7 Friends in 10 Days. Users who do NOT add 7 friends in 10 days.
100%
80%
60%
40%
20%
0%
Day 30
Users who add 7 friends in 10 days: 36.1%
Day 0 Day 1 Day 3 Day 7 Day 30 Day 60
Engagement Decision: Optimize experience around adding and discovering friends

31. Phase 2: Remind users of your app’s value
Control Group
(no message)
Goal Achievement Uplift: Listen to Playlist
6.22%
16.57% 17.88%
Baseline

32. Phase 2: Drive customer & business value by
optimizing the experience to drive the best outcomes
Browse
products
Add to cart Purchase
Still want the Chicken
Teriyaki Special for dinner
tonight? Complete your
order here.
slide to view

33. Phase 3: Has the app become a habit for the customer?
Phase 3 is about creating a habit to prevent
user churn & boost long term retention.
How can you encourage users to become
highly engaged power users and keep them
that way?

34. EXAMPLE:
Train customers to think of SeatGeek
when they need weekend plans
Phase 3: Has the app become a habit for the customer?

35. Phase 3: Identify users at risk and intervene before
they break their habit
Use behavioral cohorts to identify users at risk of churning,
send personalized messages to those customers.
New users who have:
● Started application
more than 2 times
● Browsed winter
apparel
Convey benefit
of service
Your Brand now
Sale today on boots, hats,
and gloves. Free shipping
on orders over $35! Use
code BRR2015
slide to view
New users who have not:
● Opened the app
within the last 5
days
● Made a purchase
!

36. Driving growth requires engagement marketing
& product improvements/tests in tandem

37. SeatGeek: Adopted a new approach that drove real results
+32%
uplift in user conversion
+61%
uplift in user engagement

38. Questions?

39. Let’s stay in touch
info@kahuna.com
@Kahuna
To learn more visit
KAHUNA.COM
contact@amplitude.com
@AmplitudeMobile
To learn more visit
AMPLITUDE.COM