The best apps are the ones that offer personalized experiences. The more deeply you understand the various segments of your customer base, the more you can tailor the
paths which your customers take within your app. For example, some customers are more likely to make in-app purchases than others. Other customers are more likely to purchase paid versions of your apps in favor of not seeing ads. When your app is a gateway to your existing commerce channels, establishing differences in behavior and desire can ensure that the few moments a day a customer spends with your app are focused on the right products and services. Whether you're selling virtual goods or real services, tailored presentations can be the difference between average revenues and extraordinary profits.

If you've created a customer database and understand the needs and desires of the segments, it's much easier to program differing experiences. With sophisticated and targeted communications capabilities, it's possible to capitalize on these differences and to match the results of your research to the capabilities you've built. The best apps provide distinct and personalized experiences.