We are now able to share video and audio recordings as well as a transcript – thanks to Roland and Lele for the interesting insights.
Roland Siebert, CEO, 360dialog and Lele Canfora, Head of User Growth, Lovoo on App Remarketing Video
Roland Siebert, CEO, 360dialog and Lele Canfora, Head of User Growth, Lovoo on App Remarketing Audio
Roland Siebert, CEO, 360dialog and Lele Canfora, Head of User Growth, Lovoo on App Remarketing Transcript
Roland Siebert, Founder & CEO, 360dialog & Lele Canfora, Head of User Growth, Lovoo.mp3 Interviewer George Osborn at App Promotion Summit Berlin 2014.
Hi. I’m George Osborn and I’m at the App Promotion Summit Berlin and I’ve been joined by Lele from Lovoo and Roland from 360dialog. Hi guys. Thanks very much for joining us.
Lele: Good to be here.
So, I guess the question that many people who are watching this will be asking is why are you both here together? What is it that you two are working on together that means that you’re both sat here?
Lele: Thank you for the question. As I presented on the stage, I was saying we started doing re-marketing for a massive user base. And as explained that re-marketing is kind of a complicated process. There’s a lot of networks involved. There’s a lot of technicalities involved. For this particular journey we’ll be using the services of 360dialog completely. They’re doing for us and managing the DSPs that we’re working with. Managing the social network where we do re-marketing. Let’s say the whole package completely. And maybe Roland can explain to you how exactly they do the different channels for you.
Yeah. So how exactly does it work then?
Roland: Yeah. So. Not many people might know 360dialog. So we have a marketing automation platform which focuses on the complete life cycle and we integrate dialogue channels together with media channels like the mobile display and the social. And how do we do it? So, first of all, we’re since be connected to the data stream both at the back end of the rule and of adjust. And there we create the segments which Lele highlighted earlier. So obviously we are live from eight countries. We have two genders. We have payers and non-payers. And we have short, medium and long term access.
Lele: 86, 88 audiences. That’s kind of much.
That’s a lot of audiences. So how exactly do people keep track of all of these audiences with your platform? Because I mean obviously you’re using it, but I’m guessing you want to see how it’s performing. How it’s doing?
Roland: Exactly. So I mean we are in a very early stage of re-marketing we must say. And a lot of the programs are… We need to white list the boot and take part. So like on Google and Facebook also is fairly new. And the whole tracking and re-execution with adjust and others. It’s just coming together. So, it’s in a very early stage. And depending on the channel, you have different tracking mechanisms. And in this first phase where we basically just went out and brought all these segments live and set up the campaigns. We also looked at how can we integrate all the different tracking because what Twitter reports and what Facebook reports and then what the DSP reports is very often similar wordings but the KPI’s don’t come together. So that’s really in the first phase. Also looking at who’s talking about what and how can you make this comparable?
Yeah. So, that’s really interesting. Talking especially about 88 audiences and things like that. When does it come around to Lovoo expanding and trying to add new audiences? And things like that. How do you go about selecting new areas to go into? And how do you then integrate that into the stuff that you are doing with 360dialog?
Lele: For us, the most important thing is definitely geo. So, when do we want to apply new users? Now are we fixed on these eight markets for the moment? But we might have a problem growing into new markets. There are for us totally different situations right now. In Germany social networking is fairly big. So for us now it is extremely important to get a user back. For other countries we still have some possibilities to grow. If we go and do a user position in all the channels. It doesn’t matter what. And we tried to use the same approach to re-marketing. And it’s the same amount of channels and probably with much more complexity. So let’s say we can do something internally and there’s something you have to do with those completely minute services. All these things coming together…the different platform. The different countries. Let’s say planning the user position together. The re-marketing for old users that are lapsing must be acquired. I mean in which market. That was definitely the biggest hurdle. The most complicated thing. Again, we’d love to grow a lot more and we’d love to retain our users. Especially the paying ones. Especially the active ones.
Exactly. Exactly. And I think that’s the objective. That’s what everyone is aiming towards. But, as you said there it’s really difficult. New market. New options for acquisitions. You’ve got to learn that market and all the different roots available. So, I guess it’s all just one last question. If someone is thinking about getting this automation service involved with their ad marketing. When’s the ideal moment for someone to jump in?
Roland: I think Lele pointed it out. You need to have a certain critical mass also to go out so it makes sense to retarget and reactivate your lapsed users. But, effectively I think so many people were focused on acquisition the last years and we might have started slightly too late to actually look at what the holes are in the barrel as Lele put that out earlier. So I think it’s very important to understand why people leave your business model. And how you can kind of keep up that dialogue. That’s where we come in. Right now all the big media companies make it very easy to spend another bit of money. So Facebook of course wants you to spend let’s say another euro to bring that user back. But, where we feel it is important that you integrate always your dialogue channel. You have to opt in to send-push. You have to opt in to send an email. And when you keep up that dialogue and you keep your user by means of your dialogue channels. You might pay like a cent versus a euro on the media companies. But coming to your question, it’s as soon as you have a big enough user base and you see that those people drop off. It’s important to start engaging and re-engaging your users and starting this learning cycle for yourself.
That’s useful and interesting stuff. Thanks very much for joining us.