The Mobile Growth Stack

Andy Carvell soundcloud.com/acarvell

@andy_carvell

Designed and built for

Creators Tools to engage with their

Audiences !For everyone

Everywhere

MOBILE GROWTH STACK

Acquisition

Engagement &

Retention

Monetization

Analytics

Cross-Sell App Store Optimisation

Press / PR / Blogs / Social

Paid Channels (Ad Networks, SMS, Search, FB

+Twitter)

Partnerships (inc. carriers, OEMS & 3rd party stores)

VIRAL (invites, shares/integrations)

Onboarding Flow (tutorial,

welcome emails, NUX)

PUSH / Email / SMS / in-app

alerts !(mobile CRM)

Deep-LinkingRe-Activation

Campaigns

IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods

Relevant Payment Methods !

- e.g. Carrier Billing, PayPal, Offer Walls,

Credit Card Processing !

Conversion Optimisation

I n t e r n a t i o n a l

Virtual Currency

Dynamic Pricing

Install Attribution

In-App Events

Campaign Measurement

Screen FlowsConversion

FunnelsUser Testing

User / Device Demographics

Cohort Analysis

Bug Tracking A/B Testing HeatMapsApp Store Analytics

Sentiment Tracking

Keyword Performance

CPU/Battery /Network

Performance Analysis

LTV Modeling

Andy Carvell/SoundCloud @andy_carvell

R e t a r g e t i n g

Community

ANALYTICS

Analytics

Install Attribution

In-App Events

Campaign Measurement

Screen FlowsConversion

FunnelsUser Testing

User / Device Demographics

Cohort Analysis

Bug Tracking A/B Testing HeatMapsApp Store Analytics

Sentiment Tracking

Keyword Performance

CPU/Battery /Network

Performance Analysis

LTV Modeling

ACQUISITION Acquisition Cross-Sell App Store

OptimisationPress / PR /

Blogs / Social

Paid Channels (Ad Networks, SMS, Search, FB

+Twitter)

Partnerships (inc. carriers, OEMS & 3rd party stores)

VIRAL (invites, shares/integrations)

I n t e r n a t i o n a l

R e t a r g e t i n g

A/B TESTING OF APP STORE ASSETS

CARRIER + OEM PARTNERSHIPS

INTEGRATIONS = MULTIPLIERS

CROSS-PROMOTION

ENGAGEMENT & RETENTION

Engagement &

Retention

Onboarding Flow (tutorial,

welcome emails, NUX)

PUSH / Email / SMS / in-app

alerts !(mobile CRM)

Deep-LinkingRe-Activation

Campaigns

I n t e r n a t i o n a l

R e t a r g e t i n g

Community

ONBOARDING

CRM (email, push, etc)

Messages should be… !

Relevant: channel information

Timely Personalized

MONETISATION

Monetization

IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods

Relevant Payment Methods !

- e.g. Carrier Billing, PayPal, Offer Walls,

Credit Card Processing !

Conversion Optimisation

I n t e r n a t i o n a l

Virtual Currency

Dynamic Pricing

R e t a r g e t i n g

MONETISATION

Mobile Growth Stack - SoundCloud

Acquisition

Engagement &

Retention

Monetization

Analytics

Cross-Sell App Store Optimisation

Press / PR / Blogs / Social

Paid Channels (Ad Networks, SMS, Search, FB

+Twitter)

Partnerships + Integrations (inc. carriers, OEMS, SN Widgets)

VIRAL (invites, shares/integrations)

Onboarding Flow (tutorial,

welcome emails, NUX)

PUSH / Email / SMS / in-app

alerts !(mobile CRM)

Deep-LinkingRe-Activation

Campaigns

IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods

Relevant Payment Methods !

- e.g. Carrier Billing, PayPal, Offer Walls,

Credit Card Processing !

Conversion Optimisation

I n t e r n a t i o n a l

Virtual Currency

Dynamic Pricing

Install Attribution

In-App Events

Campaign Measurement

Screen FlowsConversion

FunnelsUser Testing

User / Device Demographics

Cohort Analysis

Bug Tracking A/B Testing HeatMapsApp Store Analytics

Sentiment Tracking

Keyword Performance

CPU/Battery /Network

Performance Analysis

LTV Modeling

Andy Carvell/SoundCloud @andy_carvell

R e t a r g e t i n g

Community

Mobile Growth Stack - Clash of Clans

Acquisition

Engagement &

Retention

Monetization

Analytics

Cross-Sell App Store Optimisation

Press / PR / Blogs / Social

Paid Channels (Ad Networks, SMS, Search, FB

+Twitter)

Partnerships (inc. carriers, OEMS & 3rd party stores)

VIRAL (invites, shares/integrations)

Onboarding Flow (tutorial,

welcome emails, NUX)

PUSH / Email / SMS / in-app

alerts !(mobile CRM)

Deep-LinkingRe-Activation

Campaigns

IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods

Relevant Payment Methods !

- e.g. Carrier Billing, PayPal, Offer Walls,

Credit Card Processing !

Conversion Optimisation

I n t e r n a t i o n a l

Virtual Currency

Dynamic Pricing

Install Attribution

In-App Events

Campaign Measurement

Screen FlowsConversion

FunnelsUser Testing

User / Device Demographics

Cohort Analysis

Bug Tracking A/B Testing HeatMapsApp Store Analytics

Sentiment Tracking

Keyword Performance

CPU/Battery /Network

Performance Analysis

LTV Modeling

Andy Carvell/SoundCloud @andy_carvell

R e t a r g e t i n g

Community

FEEDBACK? !

QUESTIONS? !

SUGGESTIONS TO IMPROVE THE

STACK?

Andy Carvell soundcloud.com/acarvell

@andy_carvell

Thanks!