who owns user retention?
Marketing, product or ad mon teams?
April 25th, 2024 - 11am (PT)
On its face, the answer to 'who owns user retention" is simple: everyone does.
Marketing builds awareness, attracts users, and engages them through various channels. Product works on improving UX, onboarding, gathering feedback and meeting evolving needs. Ad Mon has to strike a balance between generating revenue and maintaining a positive user experience.
But putting all these pieces together requires nuance and collaboration. It's easier said than done, so we've brought on a couple experts to talk about: Aligning goals and metrics Communication and collaboration Balancing monetization with positive user experience . Agreeing on how to interpret actionable and relevant data around user retention.
We'll talk about:
Analyzing user behavior to identify potential triggers Developing dynamic rewards systems Customizing incentives based on user activity . Testing different gifting strategies to find what works best
What we’ll cover:
Key differences between mobile UA and retargeting ad creatives Similarities and differences in ad creative testing strategies for UA vs retargeting campaigns Best practices in segmenting, targeting and creative messaging to existing users to keep them engaged and spending in your app Evaluating the effectiveness of creative in the new privacy landscape
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