For app marketers, success comes down to answering one question: Which users are most likely to churn?
Just as it has democratized more data-driven approaches to so much other business decision-making, machine learning is fundamentally changing churn prediction from an inexact art into a precise science.
Every marketer knows the old adage: It costs much more to get a new customer than to keep an existing one. How much more may vary, but the principle holds true, and it’s the basic idea behind retargeting.
So why is retargeting still overlooked and underfunded by almost every app marketer?
Mid-core and hardcore gaming apps thrive when they have a core group of invested and engaged users with high lifetime value (LTV). App marketers can’t afford to wait for this engagement to happen organically. In fact, many marketers could benefit from focusing on retargeting three key audience groups: payers, lapsed payers and new installers.
We’re a year into Apple’s AppTrackingTransparency (ATT) framework, and it’s time for app marketers to reconsider their iOS budget and dust off their iOS retargeting campaigns. With opt-in rates and overall IDFA availability far above what most expected, data shows iOS users continuing to generate significant revenue and higher ROAS – adding up to an impossible-to-ignore opportunity.
Apple’s ATT framework continues to make user acquisition and retention campaigns more difficult to deploy, track and measure. In light of this, app marketers must find new avenues for maintaining an engaged audience. The number of available advertising IDs on iOS (IDFAs) is decreasing, and Apple’s native tracking and attribution solution, the SKAdNetwork, has serious limitations for app marketing campaigns.
Paris-based app retargeting platform Adikteev – think Criteo for apps – snagged $12 million in Series B on Tuesday. The company plans to spend it on research and development and on expanding its 100-person headcount with around 40 new engineer hires over the next month. The round, which brings Adikteev’s total funding to $14.2 million since it […]
