October 10, 2018
The State (and Future) of Digital Marketplaces
Mobile-first: Mobile is the future, accounting for the majority of user traffic and growth.
Personalization Always Wins: Push messages must include personalized content.
Reporting is Key: Successful user engagement requires business-level reporting and transparency.
“Music is one of the most human experiences. We want our user engagement to be genuine and lasting. Kahuna thinks about engagement in exactly the same way, and their solution is perfect for our company.” – Rémi Gabillet , CTO, 8tracks
ENGAGEMENT STRATEGIES FOR MUSIC AND MEDIA COMPANIES:
Kahuna sits down with Rémi Gabillet, 8tracks CTO, to discuss the secrets of optimal community engagement and media interaction.
What principles guide your approach to user engagement?
“With 8 million unique users, we have a commitment to our users, and to online music in general. Music is one of the most human experiences. Our goal is for people actually want to use our product, and we want our user engagement to be genuine and lasting. Traditional music systems don’t have the human element, and that’s a focus here at 8tracks.”
PUSH MESSAGING IS A MUST HAVE FOR MOBILE-FOCUSED MEDIA COMPANIES.
Why is push important to you and your team?
“Mobile is the majority of our traffic today and it accounts for an even larger majority of our growth. For our user experience and demographic, email is not the best channel to use. Many of our users connect via social identification, which makes email much less relevant. Since we are a mostly mobile experience, push notifications make more sense.”
THE POWER OF PERSONALIZATION AT SCALE.
How does Kahuna support your engagement goals?
“At a high level, we use Kahuna to re-engage community members. This is something that we’ve wanted to do for a long time, but we have always been committed to doing it right. When we looked at Kahuna, we were really surprised to find such a robust and effective third party tool .
Specifically, we use Kahuna to send personalized playlists and recommended listens customized for each user. The fact that Kahuna personalizes these messages automatically, and can send them at the time when each user prefers to listen, is awesome.”
SUCCESS IS SIMPLE, AND EASY TO MEASURE, USING KAHUNA.
How do you measure success with Kahuna?
“We have a high bar for success when it comes to user engagement, and the metric we focus on is ‘number of people who re-engage with our app’ because of a specific push message. We won’t even keep running a campaign that delivers less than 10% uplift.
Kahuna has also helped significantly with user retention. The single campaign we send to new users has reduced churn by 8%! We know this for a fact because Kahuna allows us to measure every campaign against a control group.”
THE VALUE OF KAHUNA IS BUILT INTO THE PLATFORM.
What makes Kahuna reporting special?
“We have been really impressed with Kahuna’s transparency around effectiveness and reporting. We can actually look at the Kahuna platform and immediately understand the effect of every message we send. Other tools will tell you a one success metric (like ‘open rate’) but you don’t know what that really means or how it translates to your business goals. Who are the users who returned? How engaged are they and how many would have returned without receiving any message at all? ”