INTEGRATED

APP MARKETING
Closing the loop between measuring
and growing your app

PERFECT FOR
Digital Marketers, Product Managers, & anyone
interested in promoting integrated app marketing
within their company
WHAT WILL YOU FIND IN THIS
INTEGRATED APP MARKETING
GUIDE?

Definition: Integrated App Marketing (IAM) allows organizations to not only capture
valuable omni-channel user data, but also act on this data by sending personalized,
targeted marketing messages - all from the same place.

Integrated App Marketing (IAM) is the most precise approach to app marketing. The
future of app marketing is dependent on tight marketing integration with analytics
systems. The guide will provide a definition for IAM and outline why it is important
when it comes to effective mobile app marketing strategies in 2015.

Some of the fundamental questions that will be addressed:

What is Integrated App Marketing (IAM) and why is it important?

What is the alternative to IAM and why is the alternative no longer valid ?
What do I risk by not having an Integrated App Marketing (IAM) system?
How can I recognize an Integrated App Marketing (IAM) platform?
How can I make the case for Integrated App Marketing (IAM)?
App Marketing in 2015 4

The Symptoms of Disparate System App Marketing 8

Connecting the Disconnected with Integrated App Marketing 12

How Integrated App Marketing benefits app marketers 13

Investing in IAM (Build vs Buy) 17

Selling internally 18

The future of Integrated App Marketing? 24

About Localytics 25
 1
APP MARKETING
IN 2015
App Marketing today revolves around providing an app experience that people love. Marketers need to
be experts at reaching the right customers via the right channel at the right time so that they can achieve
optimal user engagement.

Focusing solely on marketing automation isnt enough anymore. 2015 has ushered in a phase
of smarter app marketing, where emerging trends like predictive app marketing, remarketing and
personalization are leading the way in shaping how marketers acquire, engage, and retain users.

WHAT IS APP MARKETING TODAY?

Average day one app user retention rates have

dwindled from 25.5% in 2013 to 14% in 20141. As
the mobile advertising ecosystem matures and ACQUIRING ENGAGING UNDERSTANDING
user acquisition costs rise, no one wants their NEW USERS YOUR USERS YOUR USERS
advertising campaigns to bring in users who try
the app once and then leave. Without the right
tools it is difficult to understand which of your paid
campaigns attract engaged, active users and which
do not.

We can see that there are many targets for app

marketers to aim at, all with the overall goal of
acquiring, retaining and monetizing the user base. Marketing outside Marketing throughout In-App Behavior vs.
But before we can explore the solutions, lets make the app the app Profile Data
sure we address the key challenges app marketers
face today.

1
http://andrewchen.co/mobile-retention-benchmarks-for-2014-vs-2013-show-a-50-drop-in-d1-retention-guest-post
2009: Since 2009, there have been
many changes to the way marketers
promote their apps. In the early
App Marketing Timeline
days marketers often relied on blast
campaigns like clickable banners
and editorial advertising to drive app
store rankings. The common marker
of success was usually the volume of Apple Releases
downloads achieved. the iPhone
2007 2008
2009-2012: App marketing has
progressed since then and app
marketers have begun to emphasize
performance tracking and attributing Banner Ads for
downloads to acquisition campaigns. Downloads

2010
2012: By 2012, attribution tracking 2009
solutions and in-app analytics were
considered important tools for
app publishers. However, these Goal is to get to Where are users
tools focused more on refining the the top of the coming from?
customer journey for user acquisition app store
rather than optimizing the user
2012
experience with personalized 2011
marketing campaigns. There was a
distinct difference between advertising
to gain a new users and engaging said Marketing with How do we
users with push and in-app messages relevant content gain more users?
i.e. running campaigns to keep them.
2014
2013
TODAY: Businesses must learn how
to engage their users by further
Apps your
maturing their marketing practices,
customers love
ultimately reaching a state where
to use
they can predict what their customers
are likely to do next.
2015

App Marketing in 2015 5

Challenge 1: User Acquisition PUSH MESSAGES ARE NOT SPAM
Knowing where your users come from is key
to building a robust user acquisition strategy.
Today, marketers are more willing to spend 100%
money on paid acquisition campaigns to promote
their app. However, acquiring valuable users

Likeliness to return to app

is not as simple as pumping more cash into
more ad campaigns. Marketers need access
to the tools that will help them identify and
connect with the right target audience.

WHETHER YOU ARE 62%

COMMUNICATING VIA 32%
PUSH MESSAGES, IN-APP 0%
Engaged with push Not engaged with

MESSAGES, OR BOTH, THERE push

WILL BE A VARYING DEGREE Source: Localytics

OF TRIAL AND ERROR

Effective acquisition tracking solutions help
INVOLVED IN GETTING THE marketers understand how users acquired through
different campaigns behave AFTER downloading
MESSAGE RIGHT. THATS WHY the app. Do they stick around? Where do they tend
to go in the app? These insights give marketers the
MARKETERS MUST USE AN information they need to optimize their marketing
spend so that they spend their acquisition dollars
INTEGRATED APP MARKETING in the right campaigns - those that generate the
most valuable users and drive the highest ROI.
SOLUTION THAT ALLOWS
THEM TO EXPERIMENT Challenge 2: User Engagement
Push Messages
There are split feelings around push messages. But
any marketer who has dismissed these messages as
spam should take note: data from the past few years
suggests that push messages play an important role
in app user engagement and retention.
Localytics research shows that on average, 62%
of users will return to the app the following month
if they are being engaged with push messaging,
versus only 32% of users when not.

WITH FLEXIBLE AND Its more cost effective to retain a current customer This gap widens as time progresses. Four months
than to acquire a new one. To maximize ROI, its after a users first session, over 1/3 of push enabled
PERSONALIZED MESSAGING important to engage and retain users post-download. users are still engaging with the app, compared to
only 14% of non-push enabled users.

6 App Marketing in 2015


USERS ENGAGE LONGER WITH PUSH ENABLED
100%
User Engagement (%)
0 and calls-to-action. When the marketing results come
1 2
Time (months)
Source: Localytics
In-App Messaging
Engaging users is the key to customer retention.
Why? Because engagement leads to stronger
relationships. In-app messages that you can
trigger at different points in the app are a great
way to engage people and nudge them towards
relevant content or conversion activities.
In-app messages can also be used to convey brand
authenticity. A web banner ad can be distracting and
off-brand, whereas in-app messages are a native
part of your app and they contain inherently valuable
information to help mobile users.
Push enabled
Not enabled
3 4
Whether you are communicating via push
messages, in-app messages, or both, there will
be a varying degree of trial and error involved in
getting the message right. Thats why marketers
must use an integrated app marketing
solution that allows them to experiment with
flexible and personalized messaging.
Challenge 3: Profile Data vs. In-App
Behavior
In order to create the best in-app experience it is
important that marketers learn as much as possible
App Marketing in 2015
about their users. To achieve this they need access
to customer data from both inside and outside
the app.
Data from inside the app
This is how your users behave when they use your
app. Its the nitty gritty. How long are users staying
inside your app? When do people come back? How
many people abandoned the checkout process?
These types of questions can all be answered with
insights from in-app behavior data.
Rather than sending blanket push or in-app
messages to every user, marketers can target
specific user segments with personalized language
in, you can optimize your actions with better defined
user segments. This way, you are always learning
about your users.
Data from outside the app
Profile information isnt just what you can learn in
the appits anything you know about your user,
across all channels. This can be as simple as a
favorite sports team or band, or as robust as whether
or not they use an in-store loyalty card. All of this
information can be collected in real-time through
the app, or it can be imported from another system
outside the app like a Customer Relationship
Management (CRM) or Point of Sale (POS) system.
7
 2
SYMPTOMS OF DISPARATE SYSTEM
APP MARKETING
Profiles
?
? In-app Messaging
? ?
A/B Testing
Remarketing Funnel Management

? ? ?
? ?
Push Messaging Attribution Analytics
LTV tracking ?

The challenges mentioned in chapter 1 are magnified by Disparate System App

Marketing (DSAM)the systems that marketers use that are often disconnected
and ineffective.
If you are not investing in an Integrated App Marketing (IAM) solution for your organi-
zation, you are promoting Disparate System App Marketing (DSAM). Until recently, the
vast majority of solutions available to app marketers and app publishers have been
disparate app marketing systems.

8 Symptoms of Disparate System App Marketing

Disparate system app marketing leaves the modern marketer hamstrung with these key trends:
App Marketing Trends
The Rise of Personalized App Marketing
Omni-Channel App Marketing
The need for sophisticated Attribution
Predictive App Marketing
Re-Marketing outside the app
WHAT CONSTITUTES DISPARATE
SYSTEM APP MARKETING (DSAM)?
Disparate System App Marketing occurs when
marketers attempt to use customer information that
is stored across multiple disconnected systems to
dictate and influence their marketing campaigns.
These systems can be marketing automation
solutions, analytics vendors, point of sale systems,
CRMs or a mixture of all.
While DSAM may seem like a perfectly normal way
to do things now, there are major consequences
to using this kind of system in the long-term. Only
an Integrated App Marketing system transforms
an average app into a power app. In order to
retain users and provide that fluid and personal
user experience, marketers need reliable, real-time
analytics tools integrated with marketing tools.
2, 3
Localytics: State of the App: 2014 Review & 2015 Predictions
Symptoms of Disparate System App Marketing
Lack of personalized marketing
One channel app strategy
Expecting marketing to drive discoverability
Short-term app strategy
Inability to remarket to past users
Symptom: Lack of personalized marketing
Personalization, the ability to create highly targeted
marketing to customize the app experience will
become a top trend in 2015.
Localytics research shows there is a 60% chance
users who dont visit your app within seven days
after downloading it will never return.2 While we
dont love the sentiment, it is a very important metric,
because it illustrates the biggest problem you need
to overcome.
Successful app marketing today is not only focused
on how to acquire app users, but it is also intrinsically
linked to whether you can provide a high-quality and
consistent user experience.
Targeted push messages can double app open
rates, triple app conversion rates and increase
app retention by 2-3x compared to generic3,
blasted push messages. Consumers respond
more positively to personalized messaging that is
based on their behavior and interests, compared
to messages that are spammy and unauthentic.
DATA-INFORMED APP
MARKETING COMBINES
BOTH QUANTITATIVE AND
QUALITATIVE DATA WHEN
SOLVING APP MARKETING
PROBLEMS. IT DIFFERS FROM
BEING DATA-DRIVEN ONLY
AS FOCUSING ON BEING
DATA-DRIVEN ONLY CAN BE
SYSTEMATICALLY BIASED
Acquisition and basic analytics alone are no
longer enough; data-informed app marketing helps
you reach app users with personalized content at
the right time, making the interaction meaningful.
Symptom: One channel app strategy
With the explosion of mobile comes the appification
(the prevalence of apps) of devices on a wider scale.
TVs, set-top boxes, watches, even thermostats are
all calling themselves the home of the app today.
9
 Is your product being used on the web, offline, and
also on a mobile device?
If so, your app marketing strategy is, by necessity, an
omni-channel strategy.
Crafting an omni-channel app strategy means
reaching users with contextually relevant messages
on whatever platform they are engaged with. As the
consumer data trail becomes more complex so does
the level of messaging that is required.
Disparate System App Marketing was feasible in
the past because marketers were able to fill in the
information gaps between reading the analytics
from one source and sending communications from
another.
Breaking through the crowd is a company-wide
effort, not just the marketing teams responsibility.
The app should be built to be noticed and designed
for discoverability.
A solid user acquisition plan goes beyond
app store optimization and reliance on search
engines to display your app. It leverages
Integrated App Marketing solutions that know
which acquisition sources attract customers with
the highest lifetime value (LTV) and know what
type of in-app messaging customers are likely
to engage with. The answers are then smartly
stored within the IAM solution so you can iterate
and optimize your customer experience.

However, as the consumer data trail gets more TA K E AWAY

convoluted it will be impossible for a marketer to
keep tabs on user preferences across multiple
devices and channels. Product and marketing teams
need instant access to app data and must be able
to take action on that data without having to wait for
ACCESS TO AN IAM
gaps to be filled.
SOLUTION WHICH
What was possible with disparate app marketing
systems in the past will not fly when it comes to
INCLUDES ATTRIBUTION
engaging the app users in the future.
AND ANALYTICS IS VITAL TO
Symptom: Discoverability: Not just HELPING DISCOVERABILITY
for marketers ACROSS THE BOARD
62 One of the byproducts of appification is that it
is becoming more challenging to deliver a new
app to the marketplace before someone else
does. Which isnt to say there are no original
app ideas out thereit just becomes even more
important to build, market and promote your
app to the right audience at the right time.

10 Symptoms of Disparate System App Marketing

Symptom: Short-term app strategy
Beyond the initial download a strong app strategy
establishes what the user loves and predicts what
the user will do next. Predictive App Marketing
is using all of the data you have about your
customers, plus all of the ways they interact
with your app, to predict customer behavior
and proactively engage them with personalized
experiences.
Users who came close to conversion, but didnt
convert will get gentle reminders that nudge them
in the right direction. Personalized ads that already
exist on the web will now exist on mobile with the
ability to retarget customers based on their in-app
behavior and profile data. A word of caution though,
without solid analytics to help you target the right
users, remarketing campaigns are likely to be
ineffective and ignored.

Predictive App Marketing will play a key role in a

successful app strategy in 2015.
LOCALYTICS RESEARCH PREDICTIVE APP
Todays dilemma: Mobile is a highly personal
medium that requires an equally personalized SHOWS A 30% INCREASE IN MARKETING IS USING ALL
experience in order for users to gain value.
Consumers today demand these experiences, and USER CONVERSION WHEN OF THE DATA YOU HAVE
expect technology to be able to read their minds.
A REMARKETING STARTEGY ABOUT YOUR CUSTOMERS,
Tomorrows dilemma: Apps are already a part of
our lives, and well become increasingly dependent IS APPLIED PLUS ALL OF THE WAYS
on them as they become the digital centerpiece
connecting our devices, homes and personal THEY INTERACT WITH
networks. Thats a lot of data and a high bar to meet
when it comes to real-time and personalization. YOUR APP, TO PREDICT
Marketers need a solution that gives them the right
data to make the right decision. CUSTOMER BEHAVIOR
The solution: Use an IAM that can offer Predictive AND PROACTIVELY
App Marketing capabilities.
ENGAGE THEM WITH
Symptom: Inability to remarket PERSONALIZED
to past users
EXPERIENCES
Localytics research4 shows that mobile ad-acquired
users perform just as well as organic users. Mobile
remarketing will give app marketers the opportunity
to bring back indecisive or churned customers with
highly targeted ads outside of the app. It also offers
app marketers a chance to upsell to existing users.

4
Localytics: State of the App: 2014 Review & 2015
 3
CONNECTING THE DISCONNECTED
WITH INTEGRATED APP MARKETING
An integrated approach to app marketing is paramount. It is the difference between measuring your app
and growing your app over time. Well reveal what this means in relation to:

1 2 3 4 5

One-Dimensional IAM being Having access to Saving time Improving

Marketing Point fit-for-purpose in all of your data vs. using cross-department
Solutions its design disconnected knowledge flow
systems

Marketers today cannot ignore the power of

marketing and analytics when they are combined. HOW MARKETERS RANK THE IMPORTANCE OF MARKETING ANALYTICS
As high as 86% of all respondents in a recent TO THE SUCCESS OF THEIR PROGRAM
survey by Regalix Research felt that marketing
analytics were very important for the success of their
marketing programs.

When the success of an app depends on the

frequency and intensity of its use, it is important
to understand as much as possible about user
preferences, user response rates, and user trends,
and then be able to take action on this information.

The IAM approach allows businesses to centrally

manage analytics and marketing in one place,
resulting in more effective customer communication
86% 14% 0%
and relationship building. IAM puts you on the
Very Important Somewhat Important Not at all important
playing field to ready your business for true
personalized marketing.

12 Connecting the Disconnected with Integrated App Marketing

IAM solves the difficult
challenge of building
profile analytics, in-app
Event Tracking
A N A LY T I C S
analytics, and marketing
channels, keeping your
team focused on the
customer
Ad Attribution
HOW INTEGRATED APP MARKETING
BENEFITS APP MARKETERS
Now that the overarching benefits of the Integrated
App Marketing system have been laid out lets
investigate what an IAM solution will do for
marketers.
1. Go beyond one dimensional marketing
automation point solutions
Many marketing solutions offer audience
engagement services devoid of analytics.
Campaigns run on marketing-only solutions are
disconnected and simplistic. The granularity of
data that is available from a marketing-only focused
solution is high-level at best.
IAM solutions are inherently flexible. Making changes
to segments or target groups is easy and simple. IAM
solutions are fluid and built for the marketers that
want to test, iterate, and optimize their campaigns.
Marketing-only solutions, while appealing because
they seem easy to use, cant offer this level of
flexibility. For example, if you wanted to run a
campaign to a specific segment of users that hasnt
yet been predefined, using a marketing-only solution
Usage Segments
USER INSIGHTS
A/B Testing
MARKETING
LTV Tracking
In-app Messaging
Flows Funnel Management
Push Messaging
Location Profiles
Remarketing
Retention
you will inevitably have to secure engineering the performance of each campaign comes back to
resources to help reconfigure the campaign before basecamp where the details can be immediately
you can finally run a new campaign to your users. analyzed and used to optimize the next customer
These extra steps significantly slow down the speed experience.
of your personalized app marketing efforts.
How do you know if your campaigns are 2. Beyond bells and whistles, is it
really working? fit-for-purpose?
If the goal of sending a marketing campaign to An integrated IAM solution goes beyond the bells
an app user is to enhance their app experience and whistles of disparate systems. IAM solutions are
and boost engagement, then one dimensional built with a data-informed model towards driving
marketing-only solutions are not enough. Campaign
performance data from these systems is lost if the
solution being used does not have a powerful TAKEAWAY
analytics engine driving the messaging tools.
In addition, marketing-only solutions cannot create
data-informed marketing campaigns as there are
no analytics data available to use to create the WITHOUT ANALYTICS, APP
campaign in the first place. This means that the
campaigns you run with marketing-only platforms MARKETERS ARE REQUIRED
are often run without purpose - insights and data are
only available after the campaign has run. TO THINK OF ALL OF THE
With an IAM solution marketers are no longer USE-CASES UP FRONT, AT
sending irrelevant and hopeful marketing
campaigns into the breach. Instead, feedback on THE TIME OF INTEGRATION
Connecting the Disconnected with Integrated App Marketing 13
app growth. It is this fit-for-purpose mentality that
separates IAM systems from disparate systems,
which focus on solving one piece of the puzzle only.
However, today there are more marketing only and
marketing automation solutions available than there
are legitimate IAM solutions.
Why is this? Building an IAM solution is a more
difficult technical challenge than building out profile
analytics, in-app analytics, or marketing alone. Fewer
databases are suited to the kind of computation that
underpins an IAM solution.
Having an analytics database and a marketing
database communicating seamlessly is not an easy
engineering problem to solve. Analytics cannot be
bolted on later as an after-thought. When IAM is
done correctly the analytics seed is planted at the
beginning, allowing the platform to scale.
No Limits: A true IAM solution is architected in
way that allows app marketers to query their data
in whatever way their marketing agenda may be
pushing them. No marketer wants the campaign
they run to be dictated by limitations associated
with their chosen solutions platform architecture.
For example, an IAM solution allows a digital
marketer to set-up a funnel to see which users
logged in, then added products to the cart, then
didnt purchase them and also see which city
and what time of day this took place so they can
push a relevant discount code to those users and
incentivize a purchase.
Without an integrated database where analytics and
marketing are combined, this level of sophistication
and personalization is not possible. Creating this
kind of funnel and offering granular data to take
action on is beyond the reach of disparate app
marketing solutions.
14
A best-in-class IAM solution offers
this level of assurance:
You will always be able to access historical
user data. Localytics offers its customers
access to all of their app data.
For marketers, this means you can view
insights and run sophisticated marketing
campaigns from a simple and easy to use
dashboard.
</>
For more technical folks who want to
run custom queries, your raw data is fully
accessible in an online database for you to
use in any way youd like.
3. How much can you trust your data?
Understanding data means working with a
vendor that retains every data point it has ever
received from your app. That way you can use
any combination of in-app analytics and marketing
attributes to dictate useful and actionable insights.
Is your data being rolled up?
Many vendors in the marketplace try to align their
offering with the IAM philosophy, but, to get a
product to market more quickly they forgo some
key functionality and essentially compromise data
through data roll-ups.
Why is rolling up data dangerous?
Rolled-up data occurs when data categories are
converted into variables, or in short when your user
data and other information is crunched into a bunch
of sums and aggregates. The result of this leaves
you, the app marketer, without full access to deep
historical data.
Without access to the full range data, you
jeopardize your chance of sending relevant app
marketing campaigns and endanger any hope of a
personalized relationship with your user.
4. Making up for lost time
Time is critical when it comes to growing your app.
Whether users choose to download your app is
one thing - holding onto them before they leave is
mission critical. Using an Integrated App Marketing
solution will enable your marketing team to gain the
right insights to make effective and well-informed
engagement decisions quickly, making your
marketing time more efficient.
 Without IAM, the time it takes to integrate data
from one database with another will hinder how
quickly you can reach a user with personalized
app marketing.
Taking data from one database and importing
it into another is not a simple drag and drop
scenario in most cases. It requires engineering
and product resources. When using an IAM
solution, you avoid using up critical resources and
can instead focus on driving user engagement.
WHEN AN ORGANIZATION SWITCHES TO AN INTEGRATED
APP MARKETING SOLUTION, EMPLOYEES ACROSS DIFFERENT
DEPARTMENTS CAN ACCESS THE SAME DATA IN REAL-TIME AND
ALIGN TO TACKLE THE SAME PRESSING BUSINESS ISSUES
R O B L EM
EL P
THE HOT
HOTEL
With IAM, you can prevent logistical issues
and data incompatibility delays so that
personalized marketing gets priority.
IAM not only enables marketing teams to
glean insights and take action, but it also
helps maximize engineering productivity
as engineers can spend more time on
their core activitiesproduct innovation
and development.
An example of rolled-up data
is The Hotel Problem, a
common source of confusion
in digital analytics
Lets say you want to figure out how
many users you had over a series of
months.
A user who visits an app twice in one day
is new on her first visit and returning on
her second. When data is rolled-up this
user is often counted once as a new user
and once as a returning user, creating a
total user count of two.
Using an IAM that does not roll up data
will accurately count them as one unique
user.
Roll-ups destroy information, preventing
precise data querying. Only a true IAM
solution can offer the correct answer.
5. Cross-Department Collaboration: Get
on the same page
When it comes to cross-department collaboration
it helps when the left hand knows what the right
hand is doing. Today this can be difficult due to
the multitude of business systems in use. True
transparency is not always possible.
There is hope, however. A recent survey offered
by The Economist Intelligence Unit5 found that
more than four out of five marketers agree with the
statement We need to change the structure and
design of our marketing organization to meet the
needs of our business over the next three to five
years.
If app users are making it to a certain part of the IMPLEMENTING LOCALYTICS HAS
app and then drop out or abandon their cart, it can
be highly beneficial for product designers to see a
DRAMATICALLY IMPROVED THE WAY
visual representation of that particular user flow. WE COLLABORATE AT BACKFLIP
Similarly if this dropout is happening right at the
STUDIOS. ANYONE IS NOW ABLE
point of conversion then the marketing team may TO GRAB THE DATA THEY NEED
be interested in reaching out to the user with some
targeted campaigns to encourage a purchase and
BECAUSE IT IS EASILY ACCESSIBLE
re-engage the app user. THROUGH THE DASHBOARD AND
IAM enables product, engineering, UX, and
I CAN ALLOCATE MY TIME MORE
marketing to align on key business initiatives. As a EFFICIENTLY.
result, a healthy and accurate flow of information
occurs and boosts efficiency and personalization. - Kyle Campbell, Data analyst at Backflip Studios

The question is, which organizations will make the

changes necessary for transparency? INTEGRATED KNOWLEDGE FLOW

IAM solves the transparency issue. When an Marketing & Sales Product & Engineering
organization switches to an Integrated App
Marketing solution, employees across different
departments can access the same data in real-time
and align to tackle the same pressing business Meaningful Content
Adoption Metrics
issues. Campaign Performance
Product Performance
Personalization
Using Localytics, the Backflip Studios product team
was able to identify and quickly act on abnormalities
in their data so that they could prevent dishonest Customer
user behavior.6 Experience

Different departments throughout the organization

rely on different systems and communicate using
varying types of metrics. Adopting an Integrated Behavior Analytics
App Marketing platform ensures that different Customer Sentiment
Feature Adoption Metrics
departments are on the same page.

For example, when a UX team is trying to

understand common user behavior, they can benefit
from using reliable in-app analytics. Customer Success & Account Mgmt UI/UX Designers

5
Source: Economist Intelligence Unit Survey, November 2014
6
https://www.dropbox.com/s/6ynixrbgrnihu7d/Backflip%20Studios%20case%20study.pdf?dl=0
 4
INVESTING IN
INTEGRATED APP MARKETING
Recent research shows that 56% of marketers expect their analytics budget to increase in the next 12
months7. With that being said there are a number of questions that come to mind when an organization
decides to change its current analytics and marketing provider(s).

SHOULD I BUILD OR BUY MY

PROS CONS
IAM SOLUTION?
Specific to your needs Engineering time takes from core business
There is something inordinately tempting about Data Accessible only by you Ongoing maintenance and engineering
support required
having complete control over the creation of your Feeling of greater control over marketing
analytics platform. However, it takes time to build an & analytics Data Integrity Issues
Integrated App Marketing platform correctly and it is Built to fit existing org structure Siloed Data
not something that can be pulled together overnight, User management issues
or even over many months. BUILD
Analytics and Marketing capabilities imbalance
It may seem that the best option for an organization Difficult to add-on new features
is to invest in creating a custom platform fit to their High potential for error
specific needs (it cant be that difficult, right?). Development time can be endless

But what about the downsides? What about all the

Feature-rich Finding the right vendor can be time
time, money and internal resources youll use up to consuming
build something that might not even work? Simple integraiton with current system
Seems less customized to your needs
Proven expertise in app marketing & anallytics
To help in this decision process we recommend Potential loss of access to all of your data
Continued access to support & services
looking at a thorough lay of the land, complete with BUY Initial investment can be high
New features added-on as needed
pros and cons for both sides, so that you can truly
evaluate your options before giving the green light. Development time minimized
Vendor roadmap influenced by industry leaders
Helps your app stay up-to-date

7
Regalix Research - State of B2B Marketing Metrics & Analytics 2015 17
 HOW CAN YOU SELL
INTEGRATED APP MARKETING
INTERNALLY?
We understand that there are many factors that come into play when
making the case for an Integrated App Marketing solution internally.
Here are some ways you can champion the idea with the key people
within your organization.
CEO

The CEO will be thinking about the big picture when it

comes to the current state of the organization, where
the app is going and how it will contribute to future
MAKE THE CASE FOR IAM BY HIGHLIGHTING:
business growth. If the advantage of IAM is not being
championed by a CMO or another executive within the Were losing ground with the current disparate
organization it is important that any pitch you make is system approach and losing competitive advantage
concise and born in the benefits of the decision.
Not investing now in the right solution sets us up for
failure in the future
The right point to make is that by not integrating
an IAM solution you are already behind the Our app can only be considered best in class if we
competition and the mobile industry curve. are growing it using a best in class solution
This slows your business down and eventually Investing in IAM is an investment in achieving a
creates the need for playing catch-up later on. data-informed strategy
Make sure your CEO knows that the proposed
IAM solution delivers the tools needed to achieve
omni-channel, predictive app marketing, and
remarketingall crucial tools for app success.
CMO

Nobody at the organization understands the

significance of creating the best possible app
experience quite like the CMO.
MAKE THE CASE FOR IAM BY HIGHLIGHTING:
When making a case to the CMO for IAM, it helps to
remember that CMOs want a tight relationship with
product so that product and marketing teams are
better aligned and in sync. This is where the future of
marketing is going. IAM promotes this alignment and
this vision.
Current bottlenecks with disparate systems require
engineering support
Low quality user data prevents meaningful and per-
sonalized marketing
Marketing costs will decrease as campaign perfor-
mance improves using an IAM system
Current disconnected systems in use widen the gap
between marketing and product

20
CFO

When a CFO is involved in the decision making process

there are some more straightforward topics that need
to be addressed before any investment is made. It is
MAKE THE CASE FOR IAM BY HIGHLIGHTING:
important to defuse initial skepticism by underlining
the cost savings when using one system as opposed Current systems are becoming a cost center as op-
to many disparate systems. posed to a revenue driver
In addition, it will be crucial to reiterate the problems Risks associated with the proposed IAM vendor are
associated with the current solution as your CFO might minimal
suggest a bolt-on approach to minimize the size of the
The proposed vendor is fit-for-purpose, not a web
investment, which is the antithesis of a real IAM solution.
vendor with mobile as an afterthought
The last thing to promote is the collective faith the
industry has in the IAM vendor of choice, in this case it IAM will drive revenue and propel the business into
might be a good idea to set-up a reference call with a its next growth cycle
current customer of the proposed vendor.
PRODUCT
DEPARTMENT

Having already discussed the benefits of IAM when

it comes to getting departments on the same page,
making the case for an integrated approach to app
MAKE THE CASE FOR IAM BY HIGHLIGHTING:
marketing can really take off if the marketer can clearly
communicate the benefits to product stakeholders
What drives these professionals is creating products
that users love and determining what makes users
tick to deliver category leading apps to market. In
addition to this, product stakeholders will be protective
of engineering resources and can appreciate that the
best engineers need the best tools to do their work.
With IAM, marketers can manage sophisticated
campaigns without engineering help
IAM will tell the real user story through reliable
analytics so that product can deliver the best user
experiences
UX is threatened by the current disparate system
approach as product has no knowledge about the
type of marketing campaigns that resonate with users
The proposed IAM vendor offers a simple integration
process, making it easy for data and results to be
viewed quickly

22
22
ENGINEERING
DEPARTMENT

For the engineering stakeholders there are a couple of

things that should be mentioned to get them on board.
Keep in mind that engineers work hard to accomplish
MAKE THE CASE FOR IAM BY HIGHLIGHTING:
the technical goals of the company. A lot of effort goes
into adding in each new feature and making sure it IAM solutions are fit-for-purpose and dont require
works. engineering time to reconfigure
Engineers want to know that their hard work is making a Requesting technical time to run a marketing
difference. With an IAM solution, that difference will be campaign will be a thing of the past
visible not only to the marketing team, but also to the
The proposed vendor boasts a simple integration
whole company.
(Analytics + Marketing with one SDK)
The VP of Engineering will also be wary of whether or
not the proposed solution will negatively impact the
technical foundation the product is built on. Having to
apply engineering resources to a failed implementation
might be the worst possible scenario.
ALIGN THE PURCHASE TO YOUR
BUSINESS GOALS

Even though appification is king and apps are AN IAM SOLUTION WILL
beginning to appear across many facets of daily life,
apps are still a relatively new phenomenon. HELP YOU GET AHEAD
An IAM solution will help you get ahead of OF THE COMPETITION. IT
the competition. It will also help define what a
successful app strategy looks like so that your app WILL ALSO HELP DEFINE
measurement is on point and your app growth
trajectory is up and to the right. WHAT A SUCCESSFUL
APP STRATEGY LOOKS
WHAT WILL THE FUTURE HOLD FOR
INTEGRATED APP MARKETING? LIKE SO THAT YOUR APP
MEASUREMENT IS ON
One of the hallmarks of an Integrated App Marketing
platform is that the solution is well rooted in robust POINT AND YOUR APP
and reliable analytics. Smart marketing demands
powerful analytics. Marketers are collecting GROWTH TRAJECTORY IS
mountains of data, but turning this data into
actionable insights that drive app growth is what UP AND TO THE RIGHT.
impacts the bottom line.

Today, measuring how users are being acquired,

engaged, and retained within your app is a necessity.
The next step - predicting what users are likely to do
so you can act on it - will start to become a reality.

For companies that have invested in strong mobile
analytics, the foundation is already there. Over the
coming year we will see the creation of solutions
that leverage powerful analytics to create accurate
segments of users such as likely-to-churn,
about-to-purchase, going-to-be-a-high-value-user
and other segments that are useful to your business.
Once these solutions are in place, strong marketing
automation will allow for re-targeting of users who
are, for example, likely to churn and encouraging
users who appear likely to buy.
The future of app marketing will be tightly linked to
predicting what it takes to make relationships truly
personal. Fortune favors the organizations that can
use all their data to create app experiences people
love. Companies can give themselves the best
chance of doing this when they use an Integrated
App Marketing solution.

24 Investing in Integrated App Marketing

IAM VENDOR FEATURE BREAKDOWN

PA R T N E R S H I P S W I T H M A J O R A D - N E T WO R K S EASE OF USE P U S H M E S S AG I N G

PREDICTIVE APP MARKETING R E L I A B L E A N A LY T I C S NO ENGINEERING REQUIRED

A/B TESTING C U S TO M I Z E D C A M PA I G N U P LOA D I N G I N - P L AT F O R M C A M PAG I N C R E AT I O N

P R O F I L E TAG S DATA R E M OVA L C U S TO M F U N N E L S ( N O E N G I N E E R I N G H E L P TO R E S E T )

R E - M A R K E T I N G TO O L S A DVA N C E D AT T R I B U T I O N TO O L S I N -A P P M E S S AG I N G

IMPORTING AND EXPORTING O M N I - C H A N N E L P R O M OT I O N

25
 Bringing Analytics & Marketing together to drive personalized engagement

About Localytics
Smart marketing demands powerful analytics. Only Localytics brings app
marketing and analytics together in one complete platform. Used in more than
32,000 apps on more than 2.3 billion devices, Localytics helps companies
such as ESPN, eBay, Fox, and the New York Times create personalized app
experiences that drive higher engagement, loyalty and lifetime value.

With one solution, mobile marketers and developers can gather deep,
actionable user insights that power predictive intelligence, automate
marketing campaigns, and personalize push and in-app messaging. Localytics
is headquartered in Boston, MA with offices in San Francisco and London.
Investors include Sapphire Ventures, Foundation Capital and Polaris Partners.

Learn more at http://www.localytics.com

6,000 37,000 2.7 billion 50 billion

COMPANIES APPS DEVICES MONTHLY DATAPOINTS
App Marketing in 2015
 Bringing Analytics and Marketing together
Contact us to learn more about our solution or
request a demo at sales@localytics.com. Any to drive personalized engagement
questions? Our support team will get back to
you quickly: support@localytics.com

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