Using Mobile Analytics to define target audiences for Advertising

One of the areas in which Mobile Analytics is highly differentiated from other mobile analytics solutions is in its ability to leverage user behavior data to boost efficiency and ROI for your programmatic media campaigns.

At this time, custom audiences can be created from the Segmentation, Funnels, and Retention reports.

Please either contact your Account Manager or connectsupport@radiumone.com to make sure your Mobile Analytics account is tied to your RadiumOne advertising account before starting this process.

Creating audiences from Segmentation report

  1. Click the "New Segmentation" button on the Segmentation report to launch the configuration wizard or the "edit" link to leverage an existing segment. Note that once a report is tied to an Audience it can no longer be edited.
  2. Name your segment using the text box at the top right.
  3. Select the date range for your segment.
  4. Select an operating system filter to target users on a single platform (iOS, Android, Windows) or leave the filter blank to include all users.
  5. Select the event that will define the segment and any attributes. For example, on a Transaction event it would be common to select carrier_country, the item name, or the price. If you have demographic information in your attributes it might be useful as well. Depending on your industry and your app, the options selected can vary considerably. To ensure you have the data you will need here, we recommend consulting with our Solutions  Engineering team ahead of implementation to make sure your bases are covered.
  6. Pay careful attention to attributes since that is where all your context is found. The available data includes all of the automatically tracked event attributes, plus any custom attributes you may have added. This lets you narrow the focus of your audience for more precise targeting. For attributes that have multiple possible values, you can determine how many of those values to include by checking the appropriate boxes.
  7. Once you have your Audience defined, click the button "+ Create Audience for Ad campaign" to push the audience to the RadiumOne DMP

Note that the Segmentation report has three main view types - Users (the set of users in your segment), Events (the number of times the event that the segment is built on happened), and Events per User (the number of times per end user that the segmenting event occurred). Changing this will change the data visualization shown in the dashboard because it shows a different part of the data set, but does not impact the Audience being defined.

Screenshot of Segment creation.  Hit "Create Audience for Ad campaign" to make segment targetable.

 

Creating audiences from Funnels

Funnels are a classic form of user flow analysis and allow you to map out common user experiences and identify dropoff points. This report will show you what percent of the users who completed a particular action went on to complete some other specific action, out of the set that completed both how many completed a third, and so on. You can also segment each step of the funnel for more focused analysis

Creating Audiences from Funnels is powerful because it allows you to:

  1. Run re-engagement campaigns aimed at users who have dropped off in order to bring them back in.
    Example: Use the “Exclusion” option to target users who have not completed the last step of your funnel with a deep-linked ad that takes them directly to the appropriate content.
  2. Run retention campaigns against users who are engaged in order to build useage habits around your app.
    Example: Use the “Inclusion” option to target users who have completed the last step of your funnel and encourage them to take some other high-value action in your app.  This helps reinforce useage habits and keeps those high-value users engaged.
  3. Use lookalike targeting to acquire new users similar to the ones who have completed your funnel and proven their value
    Example: Use the “Inclusion” option to identify high-value users (for instance, users who got all the way through your tutorial and made at least one purchase) so we can find users who share similar interests and useage patterns to target as part of your growth campaign.

How to:

  1. Click the "New Funnel" button on the Funnels report to launch the configuration wizard or the "edit" link to update an existing Funnel. Note that once a report is tied to an Audience it can no longer be edited.
  2. Name your Funnel using the text box at the top right
  3. Select the date range for your Funnel.
  4. Select an operating system filter to target users on a single platform (iOS, Android, Windows) or leave the filter blank to include all users.
  5. Select at least two events and any attributes. You can add additional steps using the "+ Add Step" button at the bottom of the configuration screen.
  6. Pay careful attention to attributes since that is where all your context is found. The available data includes all of the automatically tracked event attributes, plus any custom attributes you may have added. This lets you narrow the focus of your audience for more precise targetting. For attributes that have multiple possible values, you can check how many of those values to include.
  7. Re-order the steps as needed using the Re-order buttons.
  8. Once your funnel is complete, click "Create Funnel"
  9. Once created, you can create and audience from a Funnel by clicking the "Create Audience for Ad-campaign" button at the bottom of the report.
  10. Doing so reveals the audience creation tools which let you select a Campaign period and a Segment type that lets you choose either Inclusion or Exclusion to target or exclude users who completed the last step of the funnel.  The end date for the campaign can be in the future.
  11. Once created you can view these audiences but cannot alter them

Creating a Funnel: Setting up the steps, look back, platform, and segmentation.

Creating a Funnel: View of funnel, click "Create Audience for Ad-campaign" button to create a targetable audience.

Creating a Funnel: Select Campaign period and set Exclusion or Inclusion targeting.*

*Note that the set of users is defined by the lookback window, not just the start and end dates.  So if my window is Feb 1 to Feb 8 and I have a 7 day look-back, my data set for day 1 includes everyone who completed the Funnel from January 25th to February 1st.  Day two would be January 26th to February 2nd, and so on..

Creating audiences from Retention

The Retention tool is a powerful Cohorting tool that lets you view how many users who completed one event went on to complete a second event on each of the days following. That can include classic retention metrics like First Launch vs Session (to show how many new users who started on a given day opened the app on each of the following days) or more custom metrics that are specific to your app.

Creating Audiences from retention reports is powerful because it allows you to:

  1. Run re-engagement campaigns aimed at users who have dropped off in order to bring them back in.
    Example: Use the “Exclusion” option to target users who have not completed the retention event with a deep-linked ad that takes them directly to the appropriate content.
  2. Run retention campaigns against users who are engaged in order to build usage habits around your app.
    Example: Use the “Inclusion” option to target users who have completed your retention event and encourage them to do it again or take some other high-value action in your app.  This helps reinforce useage habits and keeps those high-value users engaged.
  3. Use lookalike targeting to acquire new users similar to the ones who meet your retention criteria.
    Example: Use the “Inclusion” option to identify high-value users (for instance, users who have made two purchases in a seven day period) so we can find users who share similar interests and useage patterns to target as part of your growth campaign.

How to:

  1. Click the "New Retention" button on the Retention report to launch the configuration wizard or the "edit" link to leverage an existing Retention report. Note that once a report is tied to an Audience it can no longer be edited.
  2. Name your Retention using the text box at the top right
  3. Select the date range for your report.
  4. Select an operating system filter to target users on a single platform (iOS, Android, Windows) or leave the filter blank to include all users.
  5. Select the Population Event - the event that creates the initial set of users to analyze.
  6. Select the Retention event - the event that will be used as your success metric.
  7. Once you have your Audience defined, click the button "Create Audience for Ad campaign" to expand the Audience creation section of the page.
  8. Select the Campaign period - the period of time during which you want users who meet your criteria to be added to this audience. The end date can be in the future.
  9. Select the Lookback window.  Your Lookback window is the number of days before the campaign start date that would be considered for the audience creation.  This window  will be incremented daily.
  10. Select either Inclusion (to add people who have been retained to the audience) or Exclusion (to add people who have not completed the retention event during the window).
  11. Select Single day (only users who qualified/disqualified on the last day) or Cumulative (all users who meet your criteria durign the lookback window) for Grouping.
  12. Double check your selections and then hit button marked "Create Retention with Audience for Ad-campaign" to save the audience.

Retention: Pick events, platform, and date range.

Retention: Select duration of campaign, look back period, targeting, and grouping and then hit "Create Retention with Audience for Ad campaign.

Viewing your saved audiences

Saved audiences from all three reports can be accessed from the left navigation bar in the "Analyze" section of Mobile Analytics by clicking "View DMP Audiences". Doing so brings up a searchable list of all created audiences, along with the source report, audience ID, date created, and the appropriate details.

 

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