How do you drive more subscriptions in your mobile app? Segmentation is one answer, and you can learn a lot about both segmentation and subscriptions when you manage over 200 apps with hundreds of millions of users.

In this episode of CleverTap Engage, we chat with the VP of Marketing for Maple Media, Ashley Fauset. She manages marketing for literally hundreds of apps, is already building off-App-Store payment processing in view of the Epic Games-Apple lawsuit result, and is running lifecycle marketing for high-value app users in probably 10 different verticals.

Her secret?

Experimentation. Action. Quick learnings. And aligning product, marketing, and messaging to drive engagement, retention, and ultimately … revenue.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. 

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

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CHAPTER TIMESTAMPS

0:00 200 apps

2:07 What is Maple Media?

4:15 Aligning product and marketing

7:47 iOS 14.5, iOS 15, and IDFA

11:04 Value of user data

13:24 High-value users

14:55 Subscriptions & price elasticity

19:04 Segmentation & personas

23:15 Taking in-app payments in-house

24:26 App bundles

26:15 Biggest learnings

28:58 Golden rule of engagement