business insider, social commerce summit, tapsense

How to Acquire High Quality Users for Social Commerce Apps Gregory Kennedy | VP of Marketing, TapSense

App Marketing Challenge •  Millions of apps in the store •  Distributions models fragmented •  Market is extremely competitive

TapSense is solving the app discovery problem

What is Working •  Consumers love apps and ad inventory increasing •  Paid distributed provides consistent results •  High quality acquisition methods – Beyond CPI

Conversion tracking graveyard •  Too many small players •  Confusing and complex •  Customers just want a system that works

24 / 7 Online reporting gives

you the latest data about

your marketing performance

Announcing Our New Product M3 Cloud •  Conversion tracking for mobile apps •  Mobile to web tracking of purchases •  Optimize campaigns to revenue •  Cohort analysis

Channel Name Conversion Tracking iOS Monthly Unique Reach

Apps Channel YES 200 Million +

Facebook YES 150 Million +

Google / Admob YES 90 Million +

PayPal Media YES 30 Million +

UberMedia YES 40 Million +

Others Integration Required

Out of the Box Channel Support

iPhone User Demographics (Forrester) •  250 Million sold and 80% of them in the US •  56% are aged 23 to 45 •  Even Split Male / Female •  Avg annual household income $105,200 (NBC News $77,220) •  Clustered in affluent metros: SF, LA, NY, SEA, ATL, CHI, etc.

h"p://techcrunch.com/2012/09/26/forrester-­‐iphone-­‐app-­‐users-­‐young-­‐and-­‐wealthy-­‐android-­‐app-­‐users-­‐skew-­‐older/  

Why Advertise? It’s the only way to get consistent and measureable results, that will grow your business.

Averages based on TapSense Platform Data and Tapsense Research from publicly available data.

TapSense Google Adwords PC Display Banners

Avg. CPC $0.05 to $0.40 $1.04 $0.35

Avg. CTR 2.43% 0.40% 0.05%

Avg. Conversion Rate 7% to 11% 5.30% 0.6%

Avg. Cost per Conversion $3.46 $19.74 $58.3

And mobile is significantly cheaper than PC

The Winning Strategy for Retail Move your web business to mobile, and acquire high value users for cheap.

This Opportunity Won’t Last Forever •  TapSense avg. monthly CPC has almost doubled YoY •  Acquisition costs for high quality users are going up

iPhone CPC $0.05

iPhone CPC $0.10

iPhone CPC $0.15

0 to 15M Clicks

15M to 45M Clicks

45M + Clicks

Current Rates Expected Monthly Volume

Consumers Love to Shop From Their Smartphone •  16.3% of 2012 Black Friday sales came from mobile •  Up a full 20.7% from 2011

h"p://tech.fortune.cnn.com/2012/11/25/apple-­‐ipad-­‐black-­‐friday/  

“A whopping 56% of all of Fab’s revenue in the U.S. was via our mobile apps on Christmas in the U.S. — a new single day record.” Jason Goldberg, CEO of Fab

10 Mobile Acquisition Best Practices for Retail

Ten Acquisition Best Practices for Retail 1. Optimize to Revenue not CPD

Revenue ROI CreaGve  Name Installs Ad  Spend CPD

$4,506.06   96.0% iPhone  CreaGve  A 650 $4,693.94   $7.22  

$3,542.69   74.7% iPhone  CreaGve  B 1044 $4,743.98   $4.54  

$3,231.67   72.9% iPhone  CreaGve  C 741 $4,431.32   $5.98  

$2,433.91   46.9% iPhone  CreaGve  D 953 $5,193.40   $5.45  

Ten Acquisition Best Practices for Retail 2. Provide a Clear Mobile Value Proposition

Top Performer Provides clear value proposition with iPad user

Low Performer Pinterest has limited appeal for this audience

Ten Acquisition Best Practices for Retail 3. Plan for Seasonality

•  Christmas Day •  Black Friday •  Cyber Monday •  Back to School •  Fall Fashion •  Chinese New Year

Ten Acquisition Best Practices for Retail 4. Make Acquisition Part of Larger Strategy

These ads show good alignment between acquisition and larger marketing efforts.

Ten Acquisition Best Practices for Retail 5. Keep Ad Copy and Messaging Simple

Ten Acquisition Best Practices for Retail 6. Use Cohort Analysis to Identify Trends

Example: identify best performing channels return on revenue

Ten Acquisition Best Practices for Retail 7. Use Internal Business Data to Drive Marketing

•  Feature popular entry level items in advertisements •  Use product variety to interest new users •  Know your customer purchase cycle and advertise around it

Ten Acquisition Best Practices for Retail 8. Focus on Quality and Scale

TapSense Source A Source B Source C

Avg. CTR 1.5% 0.05% 0.33% 0.81%

Avg. CVR 1.88% 1.0% 18% 0.89%

Avg. CPA $5.72 $6.24 $4.5 $7.59

Spend $179,530 $27,791 $9,243 $30,010

Conversions 33,821 4,456 2,043 3,949

TapSense was the only channel that delivered high quality users at scale.

Blinded  campaign  data  from  TapSense  campaigns  that  ran  over  a  15  day  period.  

Ten Acquisition Best Practices for Retail 9. Test and Optimize Your App Store Page

Ten Acquisition Best Practices for Retail 10. Find Partners Who Speak Your Language

TapSense Solution for Mobile Retail •  Conversion Tracking •  Optimize to Revenue •  Cohort Analysis •  Acquire Shoppers not Users

Contact Us: Gregory Kennedy P 415.341.5762 E gregory@tapsense.com www.tapsense.com