Mass Appeal #14. Re-Engagement Strategies to Stay Competitive in the Transportation App Vertical - Bruno Rodrigues (FREENOW)
Jun 19, 2024
21:46
In this episode Tommy chats with Bruno Rodrigues, the Regional Digital Marketing Lead at FREENOW, to learn about the European transportation super app’s approach to re-engaging users and measuring the incremental uplift of their campaigns in one of the mobile app industry’s most competitive verticals.
Questions Bruno Answered in this Episode:
- How do you approach engagement and what importance does your business put on engagement as a strategy?
- How do you develop your audience clusters?
- How do you communicate with customers to re-engage them with your app?
- How do you measure incremental uplift?
- What challenges do you have working with different platforms that have different methodologies for measuring incrementality?
Timestamp:
- 2:14 Bruno’s background
- 8:10 Bruno’s approach to engagement
- 9:45 Developing audience clusters
- 11:38 Re-engagement communication tactics
- 13:30 How FREENOW approaches incrementality
- 19:07 Extensive creative testing is key