Lomit Patel (VP of Growth at IMVU - 3D avatar social app) and Shamanth dive into why paid re-engagement is necessary even when there are other organic options available: how to employ re-engagement across very different points of the user journey, how to measure the impact of re-engagement and talk about the AI based creative testing and optimization system that Lomit & his team used to drive some incredible performance.
Retargeting is important at a number of stages, which define the different user segments:
1. Clicks but does not register,
2. First 7 days,
3. Lapsed users after 7 days.
Early on retargeting ads are the best way to reach users outside of the app whether they have opted in or not.
ROAS is the key metrics they track, but also look at more granularity based on the segment:
1. Unregistered users → conversion rate to registered users
2. First 7 days → depends on monetization profile: conversion rate of becoming a payer vs. via. consuming advertising
Retargeting is mostly done on Facebook and a DSP, and they split retargeting audience between the two. Then they run a control hold out group on each of them to see how they end up behaving to look at the delta.
After 7 days, spend much less on the retargeting paid efforts and increase a lot of the in-house communication channels (push, email, in-app messages because a lot more people have opted-in by then).
They use AI and data to identify the actions that users need to take to then take the best next step in the ideal user journey. Take the insights for these patterns to come up with personalized creatives to match these behaviors.
Once you build a system/model in-house you have to maintain it and you have to continue to iterate to keep it going with best practices. What started off as a competitive advantage can end up being a liability.
Retargeting is important at a number of stages, which define the different user segments:
1. Clicks but does not register,
2. First 7 days,
3. Lapsed users after 7 days.
Early on retargeting ads are the best way to reach users outside of the app whether they have opted in or not.
ROAS is the key metrics they track, but also look at more granularity based on the segment:
1. Unregistered users → conversion rate to registered users
2. First 7 days → depends on monetization profile: conversion rate of becoming a payer vs. via. consuming advertising
Retargeting is mostly done on Facebook and a DSP, and they split retargeting audience between the two. Then they run a control hold out group on each of them to see how they end up behaving to look at the delta.
After 7 days, spend much less on the retargeting paid efforts and increase a lot of the in-house communication channels (push, email, in-app messages because a lot more people have opted-in by then).
They use AI and data to identify the actions that users need to take to then take the best next step in the ideal user journey. Take the insights for these patterns to come up with personalized creatives to match these behaviors.
Once you build a system/model in-house you have to maintain it and you have to continue to iterate to keep it going with best practices. What started off as a competitive advantage can end up being a liability.
Retargeting is important at a number of stages, which define the different user segments:
1. Clicks but does not register,
2. First 7 days,
3. Lapsed users after 7 days.
Early on retargeting ads are the best way to reach users outside of the app whether they have opted in or not.
ROAS is the key metrics they track, but also look at more granularity based on the segment:
1. Unregistered users → conversion rate to registered users
2. First 7 days → depends on monetization profile: conversion rate of becoming a payer vs. via. consuming advertising
Retargeting is mostly done on Facebook and a DSP, and they split retargeting audience between the two. Then they run a control hold out group on each of them to see how they end up behaving to look at the delta.
After 7 days, spend much less on the retargeting paid efforts and increase a lot of the in-house communication channels (push, email, in-app messages because a lot more people have opted-in by then).
They use AI and data to identify the actions that users need to take to then take the best next step in the ideal user journey. Take the insights for these patterns to come up with personalized creatives to match these behaviors.
Once you build a system/model in-house you have to maintain it and you have to continue to iterate to keep it going with best practices. What started off as a competitive advantage can end up being a liability.
Notes for this resource are currently being transferred and will be available soon.
Have been doing re-engagement for a while because UA without retention doesn't make sense (sunk cost).
[💎@04:15] Retargeting is important at a number of stages, which define the different segments:
The priority goes in this order because unless they register, these users are completely lost.
CRM campaigns are highly dependent on how many people opt-in to your emails. IMVU has double opt-in for email but doesn't have big opt-in rates so they try to get them to opt-in on push.
IMVU gets much higher pus opt-in rates after players have done specific actions (e.g. have friends in the game, etc.).
[💎@08:00] Early on retargeting ads are the best way to reach users outside of the app whether they have opted in or not.
[💎@09:04] ROAS is the key metrics they track, but it can change based on the segment:
When it comes to retargeting campaigns they look at the overall ROAS but also at the different segments and activities described above to make sure there is incrementality coming from these different spends.
To IMVU, icnrementality means assessing if for every $ they are spending they are actually acquiring a user that they wouldn't have gotten without spending that $.
[💎@12:46] Retargeting is mostly done on Facebook and a DSP, and they split retargeting audience between the two. Then they run a control hold out group on each of them to see how they end up behaving to look at the delta.
You should be considering retargeting for at least the first 7 days
[💎@14:23] After 7 days, spend much less on the retargeting paid efforts and increase a lot of the in-house communication channels (push, email, in-app messages because a lot more people have opted-in by then).
Tried to automate a lot of the user segmenting (behaviors, etc.), budgeting, etc.
[💎@16:15] They use AI and data to identify the actions that users need to take to then take the best next step in the ideal user journey. Take the insights for these patterns to come up with personalized creatives to match these behaviors.
Examples:
Creatives lead people through that social viral loop to get people to repeat these behaviors.
AI is the sherpa, the guide, but the way it does communication is creatives
IMVU went with a partner to do this because it takes a specific skillset to continue to validate the model and keep iterating the model.
[💎@20:28] Once you build a system/model in-house you have to maintain it and you have to continue to iterate to keep it going with best practices. What started off as a competitive advantage can end up being a liability.
Lomit just published a book called Lean AI with much more about this.
Have been doing re-engagement for a while because UA without retention doesn't make sense (sunk cost).
[💎@04:15] Retargeting is important at a number of stages, which define the different segments:
The priority goes in this order because unless they register, these users are completely lost.
CRM campaigns are highly dependent on how many people opt-in to your emails. IMVU has double opt-in for email but doesn't have big opt-in rates so they try to get them to opt-in on push.
IMVU gets much higher pus opt-in rates after players have done specific actions (e.g. have friends in the game, etc.).
[💎@08:00] Early on retargeting ads are the best way to reach users outside of the app whether they have opted in or not.
[💎@09:04] ROAS is the key metrics they track, but it can change based on the segment:
When it comes to retargeting campaigns they look at the overall ROAS but also at the different segments and activities described above to make sure there is incrementality coming from these different spends.
To IMVU, icnrementality means assessing if for every $ they are spending they are actually acquiring a user that they wouldn't have gotten without spending that $.
[💎@12:46] Retargeting is mostly done on Facebook and a DSP, and they split retargeting audience between the two. Then they run a control hold out group on each of them to see how they end up behaving to look at the delta.
You should be considering retargeting for at least the first 7 days
[💎@14:23] After 7 days, spend much less on the retargeting paid efforts and increase a lot of the in-house communication channels (push, email, in-app messages because a lot more people have opted-in by then).
Tried to automate a lot of the user segmenting (behaviors, etc.), budgeting, etc.
[💎@16:15] They use AI and data to identify the actions that users need to take to then take the best next step in the ideal user journey. Take the insights for these patterns to come up with personalized creatives to match these behaviors.
Examples:
Creatives lead people through that social viral loop to get people to repeat these behaviors.
AI is the sherpa, the guide, but the way it does communication is creatives
IMVU went with a partner to do this because it takes a specific skillset to continue to validate the model and keep iterating the model.
[💎@20:28] Once you build a system/model in-house you have to maintain it and you have to continue to iterate to keep it going with best practices. What started off as a competitive advantage can end up being a liability.
Lomit just published a book called Lean AI with much more about this.
Have been doing re-engagement for a while because UA without retention doesn't make sense (sunk cost).
[💎@04:15] Retargeting is important at a number of stages, which define the different segments:
The priority goes in this order because unless they register, these users are completely lost.
CRM campaigns are highly dependent on how many people opt-in to your emails. IMVU has double opt-in for email but doesn't have big opt-in rates so they try to get them to opt-in on push.
IMVU gets much higher pus opt-in rates after players have done specific actions (e.g. have friends in the game, etc.).
[💎@08:00] Early on retargeting ads are the best way to reach users outside of the app whether they have opted in or not.
[💎@09:04] ROAS is the key metrics they track, but it can change based on the segment:
When it comes to retargeting campaigns they look at the overall ROAS but also at the different segments and activities described above to make sure there is incrementality coming from these different spends.
To IMVU, icnrementality means assessing if for every $ they are spending they are actually acquiring a user that they wouldn't have gotten without spending that $.
[💎@12:46] Retargeting is mostly done on Facebook and a DSP, and they split retargeting audience between the two. Then they run a control hold out group on each of them to see how they end up behaving to look at the delta.
You should be considering retargeting for at least the first 7 days
[💎@14:23] After 7 days, spend much less on the retargeting paid efforts and increase a lot of the in-house communication channels (push, email, in-app messages because a lot more people have opted-in by then).
Tried to automate a lot of the user segmenting (behaviors, etc.), budgeting, etc.
[💎@16:15] They use AI and data to identify the actions that users need to take to then take the best next step in the ideal user journey. Take the insights for these patterns to come up with personalized creatives to match these behaviors.
Examples:
Creatives lead people through that social viral loop to get people to repeat these behaviors.
AI is the sherpa, the guide, but the way it does communication is creatives
IMVU went with a partner to do this because it takes a specific skillset to continue to validate the model and keep iterating the model.
[💎@20:28] Once you build a system/model in-house you have to maintain it and you have to continue to iterate to keep it going with best practices. What started off as a competitive advantage can end up being a liability.
Lomit just published a book called Lean AI with much more about this.
