Download - Evgeny Marchenkov, DataLead
Optimization Towards KPI
Evgeny Marchenkov
VP of Sales and Marketing
© DataLead 2016
How to Make an Agency Be Your Partner
Contents
u Something about DataLead
u Global trend in advertiser-agency collaboration
u Existing collaboration models
u Utilities
u eCommerce
u Games
u Case Study
© DataLead 2016
Something about DataLead
u The leading performance marketing agency in Russia and Eastern Europe
u Premium partner of Facebook and myTarget
u Up to 500K daily installs globally u 170K iOS and 330K Android installs every day
u Working with premium traffic sources only: myTarget, Facebook, Instagram, Google
u Traffic optimization focused on client’s KPI
u 300+ clients trust us including AliExpress, JD, EA, Zynga, Machine Zone, 360, LeoMaster, Holaverse
u Top affiliate for MobVista, YeahMobi, Avazu, MundoMedia, ClickDealer
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Global trend in advertiser-agency collaboration u Advertiser is looking for huge volume of
cheap quality installs
u Agency is looking for a big budget, high payout and an edging up ROI
u There is no sustainable business model!
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Is it a war?
Advertiser’s problems
u Advertiser earns money according to their business model
u They buy mobile installs (CPI), but in fact looking for ROI-positive users.
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Agency’s problems
u Agency earns money on the difference between the base price of installs and the advertiser’s price
u They have small test campaigns and a binary result – good or bad quality
u They’re looking for long-term partnership with big budgets and predictable ROI
u Example: US Gaming client
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Solutions in the market
u Advertisers are calling the shots
u Their solution: CPI + KPI model
u Specific models for different verticals u Utilities
u eCommerce
u Games
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Utilities model
u Business model: Monetize their audience through in-app ads
u Google AdMob and Facebook Audience Network – two most common solutions
u KPI: Retention rate (Day 2, Day 3)
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Utilities model – Example #1
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u Geos: WW
u Devices : Android
u Goal : Achieve target KPI’s (Retention rate)
u Price Model: CPI + KPI
u Daily budget: Unlimited
u Pay in accordance with their organic traffic.
u A: >=88% of our organic 3-day retention rate.
u B: >=80% of our organic 3-day retention rate.
u C: >=75% of our organic 3-day retention rate.
u D\E\F: lower than 75%
u For A, we pay 100%
u For B & C, we pay 60%
u For D\E\F, we don’t pay
Utilities model – Example #2
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u Geos: IN, BR, US
u Devices : Android
u Goal: Achieve target KPI’s (Retention rate 10%+)
u Price Model: CPI + KPI
u Daily budget: Unlimited
u KPI: D2 RR 10%+ , if less no pay
eCommerce model – Example #1
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u Geos: Eastern Europe
u Devices : Android
u Goal : effective promotion in Eastern Europe
u Price Model: CPI + KPI
u Daily cap: 1500 installs
u KPI: D.Day2 RR 30%, Submit orders/cost 2:1.
u Weights: RR 60%, Submit orders – 40%
u Pay in accordance with client`s KPIs fulfilment:
u A.>90% KPI fulfilment we have $1.2 CPI
u B.50%-90% KPI fulfilment we have $1 CPI
u C.<50% KPI fulfilment we have $0 CPI
eCommerce model – Example #2
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u Geos: SA
u Devices : Android
u Price Model: CPI + KPI
u Daily budget: 500$
u KPI: 40% D1 retention, 2% in-app purchases
u Payment model: If don’t meet KPIs – no further promotion
Games model
u Business model: Freemium u In-app purchases
u In-app ads
u KPI: Retention Rate, ROI
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Games model – Example #1
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u Geos: Russia, CIS
u Devices: Android, iOS
u Price Model: CPI + KPI
u Daily budget:
u IOS: $1200
u Android: $1000
u KPI:
u Average Activation Rate - 85%
u Effective Activation rate - 50%
u D2 RR - 35%
u Traffic is not paid for:
u AR < 45%
u ER < 30%
u D2 RR <10%
u Day 7 ROI <7%
Games model – Example #2
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u Geos: RU
u Devices: Android+iOS
u Goal: Volume of quality users
u Price Model: CPI + KPI
u Daily budget: $1200
u KPI: ROI
u ROI: 35% Day 30
u Payment terms: No further promotion if do not meet KPI
Case study: Conditions.
u Geos: Russia, Europe
u Devices : Android , iOS
u Business model: In-app purchases. $6 - $50
u Price Model: CPI + KPI
u Daily budget:
u RU – unlimited
u EU – 250$ android, 250$ - ios. Total 500$
u Restrictions: no Google, Facebook and incentive traffic
u KPI: Optimized campaigns towards in-app purchases
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Case study: Execution plan.
u Studying client’s product
u Making a bunch of creatives for different target audiences
u Implementing deep integration (in-app events)
u Testing creatives and choosing the best
u Optimizing campaigns towards client’s KPIs
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Case study. Results
Platform Installs CVR # of in-app purchases
Purchases CR
iOS RU 23 641 14.93% 429 1.81%
Android RU 7 279 14.93% 105 1.44%
iOS EU 1 124 7.06% 27 2.40%
Android EU 2 195 3.96% 49 2.23%
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Summary
u Agency = Outsourced media buying team
u Agency = Full transparency = Creatives control + Account access
u Agency = Fixed fee up to 20% (No more arbitrage)
u Agency = High quality and optimizations towards KPIs
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Agency is your partner!