Mass Appeal
#14. Re-Engagement Strategies to Stay Competitive in the Transportation App Vertical - Bruno Rodrigues (FREENOW)
Episode Notes
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
Mentioned in this Episode: