Chuuuuuurn
Historically low customer engagement and high churn — a look at the spin rate of modern technology. The MadHATTERs Editorial, 5 May 2019.
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Websites and Applications are facing historically low customer engagement, high churn. According to localytics, 71% of all app users within 90 days.
That’s an incredible number.
Imagine spending “from around $400 to $5,000” acquiring a customer, only to find barely 29% remaining on the 91st day. App churn is getting faster, as millennial digital natives who are comfortable spinning up and down technologies on their phone in seconds, and it is increasingly critical, as venture capital is poured into candidates for tnbt (the next big thing).
It’s no wonder personalisation is ze futur. Re-marketing, predictive analytics, push and geo-push marketing, and relevancy targeting — are these terms making you throw up in your mouth a little? The implication here is that it is quickly becoming the baseline standard that the apps you use understanding exactly who you are and what you are doing. Worse (maybe?) what you are going to be doing. And likely better than you do, with all their advantages of non-bias and statistics.
This is happening. This is not an eventuality that can / could have been avoided. Every company in the world need data. Of the personal kind. And of course the problem with gathering that much personal data is that companies either end up not having enough, and so skirting the fringes of what is permitted under European law to supplement it, on relying on data that ain’t “fresh” (ie dynamic and contextual), or spending loads to hoard data with uncertain results and after doing all that, finding their customer engagement is not assured because the application looks either pushy or creepy.
We need a paradigm shift (because change isn’t fun if its by halves).
Apps and websites that want to get off the carousel of build-hoard-hope-disappoint-build with user data and backend infrastructure, we feel you. We’re introducing Dataswift — a building mantra and tech stack for websites/applications that don’t need to gather any data.
Because their customers do.
They just need to use it.
Click here to learn more or visit dataswift.me, and sign up as a partner in the HATLAB sandbox to get started.
(Excerpted from Irene’s secret blog. Click here to read the whole thing).
MadHATTERs is a weekly newsletter covering technology, personal data, and the Internet. Its perspective championing decentralised personal data is led by the Hub of All Things. Learn more about the HAT, subscribe, or read more MadHATTERs online at www.hubofallthings.com
