From segmentation to setting the right metrics: Tips on growing your user base from IFTTT's Megan Cohen

24 September 2024

Retention Tech Podcast Acquisition segmentation

Jeff Grang

Co-founder & CEO @ Purchasely

With over five years in the SaaS industry, Megan shares her insights into AI's impact on business, her journey from marketing immersive art events to steering growth strategies in the tech space, and the evolution of IFTTT’s approach to capturing and engaging a diverse user base. From the nuances of Pirate Metrics to the strategic pivot towards serving 'enterprises of one', Megan’s narrative is a deep dive into modern marketing strategies, user segmentation, and leveraging AI for growth.

Key topics discussed

#GrowthMarketing: Marketing powered by rapid experimentation and iteration mindset.
#AI: Insights into how AI, particularly ChatGPT, is revolutionizing consumer and business landscapes.
#PirateMetrics: Leveraging the AARRR framework to streamline user experience and focus on meaningful metrics.
#UserSegmentation: Strategies for monetizing IFTTT's vast user base, with a special focus on productivity enthusiasts.
#ASO: The impact of custom landing pages and niche targeting on user acquisition and retention.
#MobileEngagement: Tactics for converting web users to mobile app users, including the use of interstitial banners.
#iOSvsAndroid: Observations on user behavior and subscription rates across different mobile platforms.
#AppleShortcuts: Discussion on whether Apple's shortcuts feature competes with or complements IFTTT’s offerings.

Fun facts from the episode

Fun fact #1: Megan's early work in immersive art installations, where every room is an interactive piece, shaped her approach to creating engaging, sensory-rich marketing campaigns.

Fun fact #2: Non-intrusive interstitial banner increased installs by 133% in a week.
Fun fact #3: Megan and her team's strategy to target 'enterprises of one' reflects a nuanced understanding of today's digital hustler and solopreneur culture.

Fun fact #4: One of her campaigns discovered that the install-to-subscription rate was the highest in Brazil, even over the US.

Fun fact #5: Segmentation was one of the first successful user acquisition strategies of IFTTT

Fun fact #6: Mobile device users can be a little less engaged on the web than users on the desktop.

More about Megan

Megan Cohen is a seasoned Growth Marketing Manager at IFTTT. She's an expert in analytics, paid media, and campaign optimization, where she has led initiatives that consistently deliver positive ROI. Megan is passionate about turning data into actionable strategies for growth, blending analytical rigor with creative marketing solutions. Her work emphasizes data-driven decision-making, aiming to produce engaging and effective marketing outcomes. For more insights into her marketing approach and achievements, connect with Megan on LinkedIn.

Subscription League 30 - Megan Cohen (IFTTT) Cover

Episode 30 sneak peek

On interstitial banners

"We tested this theory of directing users to install the apps with a non-intrusive interstitial banner. In the first week, we saw installs increase by 133%."

Targeting 'enterprises of one':

"Productivity segments were outperforming music and smart home in ROI... A lot of our productivity users were doing marketing or project management or managing clients."

High install-to-subscription rate in Brazil:

"One that stands out was an Apple search campaign I was running where our install-to-subscription rate was the highest in Brazil, even over the US."

Segmentation strategy:

"Segmentation strategies were a major first initiative for me. We wanted to reach users that had a specific need. The first segments I tested were music, smart home, and productivity."

On Pirate Metrics:

"It's just a way of making sure that you're paying attention to your KPIs and you don't get lost in other metrics, which may not be high signals of impact. Sometimes marketers can get really caught up in social media likes and followers, but it's important for me to keep my eyes on the higher metrics."