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How AI and CLV help app marketers drive business growth
Contributor Brian Solis says marketers need to move away from traditional vanity metrics and look toward AI and machine learning to identify the most valuable customers and deliver targeted experiences.
Did you know that 80 percent of users churn within three months of downloading an app? That’s because most apps are marketed to the masses and not necessarily to the right customers.
Oftentimes, the goal of app marketing is to reach as many consumers as possible with the hopes of recruiting en masse and converting at better-than-average ratios. But part of the challenge for marketers is that many of today’s strategies are driven by metrics that don’t link to advanced user targeting and growth.
More specifically, app marketers aren’t using available data strategically to deliver productive user experiences that ultimately drive greater business profitability.
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