Digital engagement platform Localytics has unveiled its Predictions tool, which leverages machine learning to help companies predict and influence users at every state of an apps life cycle.

The Predictions solution brings together analytics and marketing functions to help organisations quickly understand user behaviours, identify meaningful customer segments and then use their insights to create data-driven, personalised experiences to reach customers across multiple channels.

With 25 per cent of apps used only once, and average user churn rates reaching 75 per cent over three months, app developers need strong strategies in place to mitigate users leaving by building customer loyalty and bringing in new, high value consumers.

“Apps are inherently personal, but incorporating predictive intelligence into user engagement gives organisations an opportunity to make them even more personal,” said Raj Aggarwal, CEO of Localytics. “Localytics Predictions is the first and only predictive product for apps with engagement channels built into a powerful analytics platform.

“This makes it easy for customers to instantly take action on the insights and intelligence to optimise and personalise every interaction – with real, tangible results.”

Predictions includes auto-segmentation technology that uses proprietary algorithms to link users to the behaviours and characterists most related to churn or conversion, giving marketers instant insight without the need for data modelling and guesswork.

By making use of Predictions, football app Onefootball was able to identify users with the highest risk of abandoning the app during the offseason and target them with personalised messaging, reducing churn by 7.5 per cent.

“Thanks to Localytics Predictions, we now have an easy, scalable and scientific way to reduce churn in our app and help more football fans stay in tune with their favourite teams,” said Thies Gruning, mobile marketing manager at Onefootball.