mobile marketing 101 - january 2016

Mobile marketing 101Startit centar, January 2016

Ratko BozovicDirector of User Acquisition

GameHouseratkob@gmail.com

About me

• 10 years in digital marketing

• 3 years in Nordeus, 7 months in GameHouse, one of the leading EU casual game developers and publishers

• Managed over $30M of digital advertising spend so far

>In 2015, more people owned mobile phones than toothbrushes.

iOS

2.1 million apps on the Apple App Store

~1,700 new applications are released to App Store each day.

About 73% of the apps and games are free.

Paid apps have an average price of $1.03.

Source

Latest App Store data● Apple customers spent over $1.1B on apps and in-app purchases in the two weeks

ending January 3rd

● Over $20B was spent on the App Store in 2015.

● Over one-third of the overall App Store revenues in the last 7 years was generated in 2015.

Android>1.4 Billion monthly active users

>2 Million apps on Google Play

Source

More than 80% of overall app revenue comes from games

Source

Competition on the app stores

30% of the gaming revenue goes to mobile, it will become the majority in the next 5 years

593 game companies earned more than $1 million on the Apple App Store in annual revenue in 2014.

In 2015 that number grew to 694.

Acquisition costs are rising

Mobile growth

Acquisition – Retention - Monetization

Mobile Analytics

https://mparticle.com/PeriodicTable

Online marketing tools

Online marketing tools

Source:First Partner

Mobile analytics solutions

Free:

●Flurry

●Google Analytics

●Game Analytics

*Paid:

● Mixpanel

● Upsight

● Amplitude

● Omniata

● Parse

● Localytics

● Tune

● NinjaMetrics

*Paid:

● DeltaDNA

● Honey Tracks

● Amazon Mobile Analytics

● Heap Analytics

● Countly

● Taplytics

● Appuri

● ...*Some paid platforms are free below a certain number of MAU

How mobile attribution works

Mobile attributionFacebook mobile measurement partners:

• AppsFlyer

• Adjust

• Kochava

• Localytics

• Apsalar

• Adways

• CyberZ

Other attribution solutions:

• Google Play UTM tracking

• iTunes App Analytics

• Facebook SDK

• Tune

• Branch

• Flurry

• ...

Most important features of mobile attribution service

• Track the source of install

• Send in app events to advertising agencies and networks

• Track and send app events user IDs and other user details to our data warehouse

• Get cost data from acquisition sources

• Platform universal “smart URLs”

• ...

How some people see User Acquisition

How we see User Acquisition

Positive ROI

Acquisition channels

Free (organic)

Paid (non-organic)

Organic channels

ASO, press & blogger outreach, app store featuring, cross-promotion, influencers, IP licensing, referrals, content marketing, retargeting existing user database (email, SMS)...

Organic: ASO

Remind users to rate your app.

Test everything!

Everything = App name, icon, screenshots, trailer, description, keywords…

Free tool for A/B testing: Google Play Experiments

Acquisition KPIs

CPI<LTVROI=LTV-CAC

CPI – Cost Per Install

LTV – Life Time Value

CAC – Customer Acquisition Cost

ROI – Return On Investment

Acquisition KPIs

CPI < LTVEffective CPI < overall user’s LTV in all

your apps

Other acquisition KPIs

*Per channel/platform/country/cohort

Acquisition channels

…and couple of hundreds more mobile agencies and networks.

Acquisition targeting

Acquisition targeting

Volume of traffic vs CPI

Optimization of acquisition campaigns• Creative testing

• Target testing

• Bid adjustments

• Sub-publisher optimization

• …

Common acquisition problems

• SDK integrations

• Data discrepancies

• Scaling the campaigns while maintaining positive ROI

• Determining LT and LTV

• Including virality in calculations

Retention

How to improve retention?• Release a great app. Build a brand around it.

• Create an onboarding process and optimize it

• A/B test first-time user experience

• Listen to you customers and keep improving the game based on their feedback

• Create automated and personalised push notification & emails

• Connect with your customers on various touch points (Social media, blog, newsletter, etc.)

Monetization●Paid

●Freemium○ In-app purchases (Subscriptions, virtual goods, paywalls, etc.)

○ In-app advertising (Selling traffic, user data, etc.)

●Various combinations of these two models

Monetization

Monetization KPIsRevenue (overall/per user/cohort)

Revenue per user (ARPU, DARPU, ARPPU, DARPPU)

Number of paying users

Conversion rate

Transactions per user

User LTV

…

*Per platform/country/game/acqusition channels….

Getting to positive ROI

Source

Thank you!

ratkob@gmail.com