Using Lift Analysis to Understand the True Impact of App Marketing Campagins By Annum Munir

Have you recently looked at your active mobile marketing campaigns and asked: Which of these campaigns are actually moving the needle? This is an important question that can’t be answered with vanity metrics alone.

In mobile marketing, vanity metrics are click rates and conversion rates specific to individual campaigns. They’re short-term measures of success that can’t show you whether campaigns are increasing retention, engagement, and revenue.

The only way you can see all this is with lift analysis.

What is lift analysis?

Lift analysis is a way to measure how a campaign impacts a key metric. In mobile marketing, you could measure lift in engagement, in-app spend, or conversion frequency. Lift is calculated as the percent increase or decrease in each metric for users who received a new campaign versus a control group.

When a control group is enabled, you can see the “lift” in key metrics and make solid app marketing decisions.

How to use lift analysis

If done right, push notifications and in-app messages are successful channels for driving app growth. But not all strategies are created equal.

In our research, we discovered that some campaigns actually decrease engagement and conversions. Lift analysis helps marketers quit the bad campaigns and further optimize the good ones. Also, using a control group to calculate lift is the only way to truly gauge impact.

For short-term impact

Suppose you have an ecommerce app and run a push notification campaign to offer users 20% off. The control group doesn’t receive the 20% off promo and, because you’re a marketer who experiments, you A/B test the 20% off promo with two different notifications.

Variant A

FLASH SALE: All our cozy wintertime sweaters are 20% off with code SHOP20. Get the perfect present 🎁 or the perfect look 👩. Shop now.

Variant B

TODAY ONLY: Grab all of our bestselling accessories for 20% off with code MERRY20. Hurry, before everyone else does! Come on, treat yourself.

Example of how lifty analysis works in an ab test

In this example, users who receive no promotional notification convert at a rate of 4%. This gives you a baseline for measuring the impact of your discount campaign.

After the campaign runs, you see Variant A drives a 10% conversion rate, enabling you to calculate a lift of 150% over the control group. It’s clear that Variant A has a positive impact on conversion.

On the other hand, Variant B has a 3.5% conversion rate, representing 14% less conversions than the control group. Variant B actually has a negative impact on conversions.

In this situation, the smart marketer would continue running Variant A and cut Variant B for the push notification campaign.

For long-term impact

Suppose you own a media app and run an in-app messaging campaign to offer users a free 7-day trial of your premium version. You currently have a control group in place not receiving the free trial offer. And again, because you believe in experimentation, you A/B test two in-app messages for the new campagin.

Variant A

Listen offline. Skip ads. And get unlimited songs. Click here to try our premium version FOR FREE for one week. No credit card required – just a body that’s ready to boogie. Try Now.

Variant B

Special Offer: FREE 7-day trial of our premium version! Click here upgrade your music experience and take your tunes anywhere. No strings attached – only unlimited songs await.

Another example of how lift analysis works in an ab test

In this example, a key conversion event is “listened to a song.” And as you can see, the early results show that users who received Variant B listened to more songs one day later (150% lift over control). But this spike tapers off and the average number of conversions per user returns to the baseline level.

However, if you expand your time frame and look at the long-term effects of each campaign, users who received Variant A actually listened to more songs over the course of the 7-day free trial (400% lift over control).

In this situation, the smart marketer would continue running Variant A and cut Variant B for the in-app messaging campaign.

Look further ahead

The key takeaway here is to look beyond the immediate impact of your mobile messaging campaigns. Instead, look at which campaign shows the highest lift in important metrics over time. Lift analysis lets you do this and quantify the true impact of push notification and in-app messaging campaigns.

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How to Become an Effective White Label App Reseller By Andrew Gazdecki

white label mobile app reseller

Stock photo

As a white label reseller, you’re able to start your own business without having to build a customized solution from scratch. However, while the product you are reselling is ready for takeoff, you need to prepare yourself and your company before you start selling. Whether you are a new Bizness Apps partner or an existing one, these 5 practices will make you a more effective app reseller who makes more money and sells more value to customers.

1. Improve your sales pitch

Never sell your product, always sell a solution to a problem. How do you achieve this? By doing research. Start by putting yourself in your target customer’s shoes and consider what business problems they are trying to solve. Go beyond grand notions like increasing profit and growing the business to specific problems a small business owner experiences on a daily basis. For example, local business owners often have trouble getting in front of potential customers’ eyes, because they are competing with large brands who have a stronger online presence. Create a working document that covers all the problems your product/service can solve so that you always have something to contribute when pitching to a small business.

Besides this market research, you also want to do thorough research on your sales leads. Conduct an online search for a specific sales lead and create a Digital Marketing Assessment (DMA) for them. The DMA can be seen as a scorecard that assesses how well a small business is doing in terms of online presence. Do they have a mobile app? Do they have online ordering? Do they have positive reviews on Yelp, Google, and Facebook? Do they have a loyalty program? Where do they rank amongst their competition?

This scorecard is your way in. Instead of approaching a small business with a pitch that focuses on how great a mobile app is, you approach them with constructive criticism about their business and demonstrate how you can help with areas where they scored badly. Note: You don’t have to present them with the actual scorecard, it is simply there to guide your conversation – unless you want to provide them with a professional leave-behind.

DMA app reseller

Provide the small business owner with real value, establishing yourself as a mobile marketing expert and leaving them with a great first impression. Even if they don’t end up becoming a customer, they’ll have had a positive experience with you and a unique insight into their digital marketing strategies (great to fuel word of mouth!).

2. Establish your reputation

As a new company, the most important thing you’ll have to do is establish your reputation. Ask yourself this: How credible do you appear at first glance? What does your online image project about your business? Do you have positive reviews? Are you investing in your brand’s perception? Just as you created a DMA for your potential client, you will do the same for your own business.

In the book, Bold, written by Diamandis and Kotler, the concept of the “line of credibility” is introduced. The basic premise is that we all have a line of credibility in our mind. When we first hear a new opportunity, we place it either above or below this line. In other words, when a potential customer comes across a company, they will place it below or above this line of credibility. Below the line, the customer will dismiss the company immediately. Above the line, customers are willing to give the company the benefit of the doubt.

Then there’s a line of “super credibility. When a consumer comes across this type of company (or product, or idea) they are blown away and accept it immediately. Needless to say, you want to be a credibility superhero. It is not always going to be possible to have super credibility out of the gate, but there are many ways you can increase your credibility:

  • Get positive reviews
  • Get testimonials from real customers
  • Create white papers and ebooks
  • Create case studies
  • Write (guest) blog posts
  • Maintain your social media profiles
  • Get featured on third-party sites

3. Be consistent with branding

According to Vendasta, “A good white-label provider will ensure that the products and services they deliver match perfectly with your company’s branding to give an overall consistent appearance on the outside.” As a white label mobile app reseller, you will have to incorporate all the white label materials in your own brand in order to deliver a cohesive brand image. If customers find inconsistencies – in colors, company name, or logos – they might question your business’ credibility.

While it is perfectly acceptable to use white label services from third-parties, you need to seamlessly integrate them with your own business. Bizness Apps offers a lot of high-quality white label material for sales and marketing. While it would be easy to simply print them out and start handing them to prospects, it is much better to take a few minutes to adapt them to your own brand colors. These little touches will convey your company’s credibility and professionalism. It will also bring your company exposure and increase brand recognition.

white label sales material reseller

4. Develop your product knowledge

Train yourself when it comes to the technical side of the product you are selling; you need to know everything it does and doesn’t do. For Bizness Apps resellers, they should be familiar with all the features the builder offers, what type of app design is possible, how it can be implemented in different industries, what integrations are possible etc. When in a meeting with a prospect, you need to be confident about describing the product capabilities and how it compares to others in the market. You don’t want to lose deals because you don’t have enough knowledge about what you are selling.

5. Don’t reinvent the wheel

The best thing about using white label services is that you don’t have to reinvent the wheel. Many startups fail because they don’t have a solid business plan, there’s no market need, their core product is bad, they don’t know how to market their product and so on. With a white label program, this has already all been laid out for you. The product has already been proven to perform well, there is an initial marketing strategy laid out, and you get sales training before going out to sell.

As there have been many resellers before you, you can learn from them and discover best practices. For instance, if you want to go after schools as your main target group, there are many other resellers in different localities that have undergone the same process. They will be able to tell you what did and didn’t work for them when approaching schools. The Bizness Apps forum gives you easy access to a large network of resellers all across the globe for all your questions and advice.

bizness apps resellers forum


By implementing these tips, you will become a more effective white label app reseller. You will be able to improve your companies reputation, gain more customers, and sell more mobile solutions. And hopefully, in a short while from now, you will be able to give business advice to new resellers who come after you. Happy selling!

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Reporting Line of the CISO: Why Reporting to the CIO is Increasingly a Problem in Large Firms By JC Gaillard

In several articles last year, we have explored how to organise InfoSec for success and how to best establish the reporting line of the CISO.

Our view – built on years of direct field experience – is that the reporting line of the CISO has to be at board level and must be driven by clear underlying objectives shared unambiguously by the CISO and their boss – whoever that happens to be in the organisation.

It could be a need to increase cyber security maturity. It could be a need to demonstrate compliance to regulators. It could be a need to demonstrate to shareholders that the right things are being done following a data breach. It could be all of the above … But in all cases, the boss has to be prepared and willing to throw their weight into the battle unambiguously and consistently.

In an ideal world, it’s their boss’ flawless commitment to cyber security values that the CISO does leverage on to drive change, coupled with their own gravitas, political astuteness and management acumen.

In our opinion, this articulation is the strongest to deliver lasting change, and is considerably stronger than multiple reporting lines or dotted lines, often aimed at avoiding perceived “conflicts of interest” but in practice poorly understood and highly vulnerable to internal politics.

However, it is also a construction which is coming under pressure in many firms when it comes to the relationship between the CIO and the CISO. And it is as a direct result of the pressure being applied to CIOs by executive management to deliver “digital transformation”.

Many CIOs struggle – frankly – with such pressure. One day, they are told – by auditors or regulators – to focus on getting the basics right and keep legacy systems going. The next, they are told – by their board – to be more “agile”, to work faster and to “do digital”. And they have to square that circle with the teams they have – not necessarily best equipped in terms of skills – and often at the back end of several years of cost-cutting that might have introduced dysfunctional offshoring arrangements and opened the door to countless “shadow IT” situations within the business.

Where does cyber security fit in all this? Very often, the answer is quite obvious: It doesn’t … until something goes wrong.

And it is exactly in this context that maintaining a reporting line to the CIO is increasingly a problem for the CISO. If the CIO is no longer able to prioritise cyber security all the time towards the top of the list because of the pressure of the “digital transformation”, then the reporting line of the CISO must shift to another board member who can. And quickly.

This is a very serious matter because – precisely – the “digital transformation” itself is introducing at a very fast pace countless new cyber security issues – from customer data privacy considerations to the security of IoT devices. Those are best addressed from the start instead of retrofitted later. A strong CISO is key at times like these and can be an essential part to engineering cyber security as a competitive advantage. But they need to be highly visible in the organisation and backed unambiguously by a board member who cares.

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When Does the Quest for More Data Become Data Overload? By Elena Byers

Data Overload

Business Intelligence (BI) tools provide an unprecedented ability for business leaders to garner mountains of data on every aspect of their business. The advent of BI has given rise to a new management style in which executive teams have access to data that was previously very difficult, if not impossible, to extract. However, it requires thoughtful planning and prescriptive direction to provide true business value and expedite company growth.

Data Overload

One of the most common challenges companies face with new BI projects is pulling too much data without a clear plan for how to use it. They may pull every piece of data available from every source without considering whether that data is useful. Unnecessary data results in a negative experience interpreting the data, inability to identify trends, lack of insight on which decisions to make, and overall frustration with the project.

Forrester Research estimates that as much as 60 to 73% of the data being collected is never successfully used for any strategic purpose. Another recently published survey that found 70% of firms surveyed said they were aiming to establish a data-driven culture. Unfortunately, fewer than 28% said they’ve been successful in doing so to date.

Determining the most effective way to use BI at your company puts you ahead of the curve. Companies that commit resources, time, and detailed planning toward achieving a data-driven company are the ones that crack the code. Numerous companies have developed well-crafted, repeatable methodologies and are experiencing incredible ROI.

Set Clear Objectives

The key in deriving true value from BI is to determine at the outset of the project what you are trying to accomplish. BI tools provide a plethora of possibilities in creating analytics, and as the quantity of available information grows, the need to become crystal clear on how to manage it grows as well. Consider all your options, and prioritize which issues to address first.

Set clear objectives and provide specific direction on what information is needed, who needs access, what action will be taken, and how that action correlates to improved business health.

Start by answering the following questions to begin to define your goals and anticipated outcomes:

  • What problem are you trying to solve?
  • What decisions do you want to make based on the analysis?
  • Who needs access to this data?
  • How will you use the data?

Competitive Advantage

Businesses that leverage BI effectively gain a huge competitive advantage over those that don’t. Successfully implementing and acting on BI outputs enable business leaders to transform their companies.

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