How can you segment and personalize your mobile app content for different user groups?

I agree these are a good starting point. As with any KPI they need to align with the customer journeys and expectation of what the customer will realistically do next. Do they buy, act, sign-up after one visit? Or is your KPI preceded by many interactions in advance, before the customer will move to the next step. If you look at it from this point of view, will your expected customer action change, will you ask the customer to do something different?

Segmenting and personalizing mobile app content is crucial for enhancing user experience and maximizing profits! ?? By grouping users based on exact brand needs, you can tailor content effectively. For example, if you run a pet store, segment your users based on the type of pet they have. It makes no sense to show cat food to dog owners! For new users, focus on delivering a wide range of options to understand their preferences better. A/B testing is also a great tool that needs to be utilized for every group, allowing you to refine your messaging and offers based on what resonates best with each segment. This iterative approach helps optimize the experience and drive conversions.

Even before you start figuring out your objective behind the personalized content, you first need to create the technology and feature set to track user's behavior on the App (ofcourse inside the premises of their privacy, GDPR etc). You can start by implementing basic tracking scripts and then can use a combination of advance tracking scripts whether ready-to-use libraries or your own custom code. For example, in an E-commerce App you should track what kind of product a "user type" is searching for more frequently, or what kind of "product" they search for but don't find the results of. This way, your system will know what user is demanding actively or passively and then you can render relevant results to the them and achieve better sales.

In app commerce user-segments can be categorized in 3 different groups: - Non-Personal Data: These segments do not necessitate personal data or account setup, relying on on-device storage. Examples: city identification via GeoIP without GPS, app launch counts, and push availability. - Trigger-Based: This involves segments that are defined by specific user actions or stages in their journey, requiring backend processing but not sensitive data. Ex.: abandoned carts, wish-listed items, and acquisition via specific ad campaigns, with tools like Firebase Dynamic Links being useful here. - Personal Profile Segments: These segments are tied to the user's profile, demographics, and spending behavior, requiring more sensitive data collection.

Right, as described in the first point above; know your customer by tracking their behavior on the app and then use that data in combination of the big cumulative data generated by all the users of the app and then do a perfect segmentation across various labels like "night time buyer", "more into electronic gadgets", "more into household groceries" and so on. A single user can be a part of several such segments/ labels and the marketer can decide what to sell them and when.

Right, and don't forget the power of relevant rich notifications. A perfect example for a "mental health guided meditation app" is - a large number of users search for a remedy/ meditation course for a problem called "difficulty in swallowing food or Phagophobia" and you don't have content for that so far, but now when 1000s of the users are searching for the same you can create content targeting that issue and then send notifications to all those (and may be to others too) announcing that you now have remedy to Phagophobia and bang on, your users will be delighted. So with the right technology and strategy you can figure out what users are looking for (available on the app or not), then make it available, and then sell.

Some pre-requisites for measuring goals and KPIs - 1. Clearly define and activate a conversion goal and test it before going live. (whether it is streaming X content, or buying x product). 2. If applicable, define multiple goals and prioritize them. 3. Keep creating remarketing lists, you can remarket the relevant content inside your app (spending no money) or also on internet via google display ads or fb ads or insta etc or do email campaigns. 4. Don't forget asking for users feedback about your personalized content for their feedback is more imp then data. 5. Personalized content strategy is like running on a very thin line between "being helpful" Vs "being intruding in their life and scaring them off".