ed laws, francois deschenes, inmobi
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How to Acquire Quality Users Through Technology and Analytics
Ed Laws MD Performance EMEA
Frank Deschenes Product Manager - InMobi Analytics
White Nights June 27, 2013
Our Mobile Propositions: Media and Tech Platforms. Simplifying Mobile Advertising.
Ad Tracking, User Analytics & AD ROI
Mobile Media
Largest Independent Mobile Ad Network.
Rich Media Authoring & Ad Serving
Research and Data Partnerships
InMobi Analytics InMobi Studio InMobi Ad Network InMobi Research
IAT & LTVP Research
We will bring Global Scale to Developers Enabling them to reach 40% of mobile internet users through 26,000+ sites and apps
North America
156m
Latin America
24m
Africa
40m
JAPAN
18m
EME
171m
691M mobile consumers 93.4B impressions per month 165 countries
APAC
272m
Australia
10m
USER ACQUISITION Advertising & Strategy: Awareness, Scale & Quality Users
Your advertising needs change, as your app enters different stages of growth. InMobi can help brands at all stages of Mobile User Acquisition.
Quality User
Time Since App Launch
Num
ber o
f Use
rs
Focus on User Acquisition
Developers first need to make consumers aware of their application. This is also a time for developers to test different strategies and creatives to learn what users react to as well as obtain some organic downloads.
Focus on User Acquisition: Learning
Know your user and yourself
Test & Learn
Choose UA partners Developer Lifecycle: Learning
‣ Ensure product works, review success signals
‣ Understand target audience & user value
‣ Achieve some initial organic downloads and ratings
‣ Have a budget and targets
‣ Analytics, tracking, SDKs
‣ Creative assets – ads, landing pages
‣ Inventory sources
‣ Always test the plumbing
‣ Test campaign - $5k or free if you can get it
‣ Key learning's – good performing inventory segments, creatives, formats, OS
‣ What CVR, indicative CPDs
Once past the initial phase, now is the time to grow rapidly. This can be done through a variety of advertising techniques such as boost and burst campaigns.
Focus on User Acquisition: Scale
High Impact Activity
Optimize
Track & Analyse Developer Lifecycle: Scale
‣ Burst, Boost campaigns – maximum exposure
‣ Cross promote on other games
‣ Independent app store distribution
‣ Support with offline activities
‣ Campaign tracking – Downloads, CPDs,
‣ ROI analysis vs CPD
‣ Paid vs Organic ratio’s
‣ Performance vs original targets
‣ Act on insights
‣ Skew activity to high performing inventory, formats
‣ Do more of the good stuff - streamline
Once scale is achieved, you can now focus on the different types of consumers that you have a create targeted, personalised strategies to make the most of your user base.
Focus on User Acquisition: Quality
User segmentation
Maximize Monetization
Acquire High Quality Users Developer Lifecycle: High Value Users
‣ Spenders, Engagers, Inactives
‣ Define strategies for each user groups
‣ Product insights and feedback – drop outs, IAP
‣ Use feedback loop to target high quality users
‣ Retarget: clickers not downloaders, inactive users
‣ Refresh creatives – support brand with RM formats
‣ Consider new inventory sources to reach new users
‣ Monetization strategy for non payers - Advertising
‣ Upsell to highly engaged users
‣ Take a successful model to new markets, Go East
TECHNOLOGY PLATFORMS Data & Insights: User Tracking & Analytics
Beyond installs: track user engagement metrics
Number of Sessions
Time Spent
Purchase History
Custom Events (eg. FB likes,
levels passed)
New vs Returning Users
Carriers
Devices
App Versions
OS Versions
Countries
Connect Insights with targeted Actions
Dormant quality users
Non-paying users
Re-target them in other apps to bring them back
Monetize through advertising
In order to engage efficiently with your users
Insights Segments Actions
Advanced users
Reward or cross promote your other apps
Insights on purchase history, time spent, app
launches, etc.
Segment users by app usage and user attributes
Re-engagement by segment
Optimise your campaigns toward acquiring more!
High paying users
Identify ‘Quality’ Users and Maximize
Optimise your Quality User Acquisition
Acquisition Sources
SDK API
Run Campaigns
Analyze User Engagement (Post Download)
Identify Valuable Users
Feedback ‘valuable’ users
Optimise on User Quality
Device Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser Cookies
Android Referrer
Device Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser Cookies
Examples: UDID, ANDROID_ID, ODIN1, IDFA Pro’s:
• High accuracy when available • Standardized, allow tracking alignment between different
parties Con’s:
• Requires upstream integration (with publishers or ad servers) • Not available on mobile web inventory • Fragmentation issues (ODIN1, Open UDID, IDFA, etc.)
Android Referrer
Device Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser Cookies
Pro’s: • No integration needed with publishers and/or ad servers
Con’s:
• Can affect the application user experience when tracking install
• Cannot bridge between browsers
Android Referrer
Device Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser Cookies
Cookie replacement: Recognizing devices using anonymous data points in the browser. Pro’s:
• Better accuracy than cookies • Better coverage than device IDs only • Doesn’t affect the user experience • No integration needed with publishers and/or ad servers
Con’s:
• Probabilistic
Android Referrer
Device Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser Cookies
Allows us to pass information through the Google Play store Pro’s:
• No integration needed with publishers and/or ad servers • Doesn’t affect the user experience • Can track across mobile web and app
Con’s:
• Only available on Google Play store • Doesn’t work well with more than one tracking solution at the
same time
Android Referrer
BEST PRACTICES Build or partner? Which solution should you pick?
Many mobile analytics solutions to pick from
Or should you build your own in-house analytics platform?
What to look for in an analytics solution?
Gather engagement insights, and act on them! - Depth of engagement metrics collected
- Don’t stop at gathering analytics.. Act on your insights!
Maximize tracking accuracy & coverage - Device Recognition will provide maximum coverage, but it’s probabilistic
- Device IDs will provide maximum accuracy, but limited coverage
- Use mix of tracking technologies
Enable campaign optimisation - Feedback conversions to your preferred ad serving partners
- Make sure campaigns are optimised at the impression/click level
Limit the impact on user experience - Cookie based approaches open a browser at first app launch
- Look for a lighter SDK
- Be aware of the multiple redirect hops
For Advertisers, Agencies, Developers and Publishers
Ed Laws MD Performance EMEA
Frank Deschenes Product Manager - InMobi Analytics
www.inmobi.com
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