The document discusses user engagement for mobile apps using a framework called AIC (Acknowledgement, Interest, Conversion). It notes that traditional metrics like DAUs and MAUs don't capture engagement. The AIC framework measures user progress through Acknowledgement of the app, Interest in its content, and Conversion actions like purchases. Applying this framework across industries can help understand product-market fit, when to scale user acquisition, and whether CRM campaigns are effective. Building successful engagement requires eliminating data silos, aligning on core metrics like AIC, and adopting an experimentation mindset.

1. Beyond DAUs and MAUs
Key Levers to Understanding User Engagement
For Your Mobile Apps

2. ● Introduction
● Retention is the New Growth
● The Leaky Bucket Problem
● The Problem with DAUs and MAUs
● Understanding True User Engagement using the AIC Framework
● Building Successful Engagement and Retention Strategies
● Applying the AIC framework across Industries
● Q&A
AGENDA

3. Andy Carvell Ketan Pandit
Partner & Co-Founder
Phiture
Growth, CleverTap
INTRODUCTION

4. USER RETENTION
IS THE NEW GROWTH
User Retention refers to the ability of a company or product to retain its users over some specified period. High retention means customers of the business tend to
return to, continue to buy or in some other way not defect to another product or business, or to non-use entirely

5. THE LEAKY BUCKET
PROBLEM IS REAL
Average User Retention
for Mobile Apps
%UsersStillActive
Days Since App Install
Source: Quettra, Andrew Chen
of users are lost
in the first 3 months
90%

6. DIFFERENCE BETWEEN
WINNING & LOSING
67%
more revenue is what you
can expect from a repeat
customer compared to a
new customer
- INC
25x
more expensive to acquire
a new customer instead of
retaining your existing
base
- Harvard Business Review
75%
increase in profits you can
expect by increasing your
customer retention rate by
just 5%
- Bain & Company

7. Media &
Entertainment
Finance
Messaging &
Communication
Education
Media &
Entertainment
Food & Drink
Travel &
Hospitality
eCommerce
Health &
Fitness
EVERY INDUSTRY IS SHIFTING

8. 90 million customers watching a combined
125 million hours of content everyday
91%
Retention Rate

9. Available in 65 countries, 89% retention rate for its
driver app and over 80% for its consumer app

10. THE PROBLEM WITH
MAUs AND DAUs
MAU and DAU count how many users were seen in
the app in a given period. These metrics don’t
indicate how engaged these users were.

11. The AIC Framework for Customer Engagement

12. Use Cases of the AIC Framework
If your Acknowledgement
layer grows without
corresponding growth in
Interest and Conversion,
this may indicate low PMF.
If you see sufficient growth
in Interest and Conversion
layers when you acquire
additional users, acquire
more of them.
If you see growth in Interest
and Conversion layers when
you deploy new Push/Email
campaigns, it’s a good sign
that they are relevant for
users
Product-Market Fit When to Scale? Is CRM working?

13. The AIC Framework Works Across Industries
E-Commerce
Interest:
Browsing products
Conversion:
Purchase
Media
Interest:
Searching, adding to
playlists/watch-later list,
browsing content catalog
Conversion:
Consuming Content (alt:
subscription)
Social
Interest:
Consuming Content,
likes, comments,
reposts
Conversion:
Posting

14. WHAT DOES IT TAKE?

15. Common Silos today:
o Analytics platform independent from
Marketing Automation
o Different Marketing Automation tools
per channel
o Independent AB Testing
ELIMINATE
USER DATA
SILOS
1

16. ALIGN ON
CORE
METRICS
2

17. 3
ADOPT AN
EXPERIMENTATION
MINDSET If you double the number of
experiments you do per year you are
going to double your effectivity
– Jeff Bezos