mobile growth summit 2017 tenjin data warehouse presentation
TRANSCRIPT
Data Warehousing Strategies for Effective Lookalike Campaigns
Christopher Farm, Co-Founder & CEO at Tenjin
Who Am I?
@matthausk @tenjinio@tenjinio
User Acquisition Is Like Playing “Battleship”
- Battleships are valuable users
- Ocean is low value users
- Shot is equivalent to a campaign
- Goal is to sink and capture all the ships firing as few shots as possible
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Valuable users
Low value users
X XX
Running Lookalike Campaigns Allows You To Game The System- Lookalike campaigns don’t
require guess work
- Give you visibility to the rest of the ship instantly
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X Saved a shot and made another hit
X
How Do I Game The System with Lookalikes?- Data warehouses let you find existing valuable users
- Upload your list of valuable users to the ad network you’re using
- Network will acquire more users that look like your valuable users
- Do NOT waste “shots” (campaigns) on low value users
- Rinse and repeat
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What Does A Growth Data Warehouse Look Like?
@matthausk @tenjinio
- Capture important user characteristics for acquisition purposes * In-App Actions (milestones, progression events, etc. . .) * Acquisition Source * User Acquisition Cost * User Ad Revenue * In App Purchases / Subscriptions * User demographics (gender, age, etc.)
- Organized to extract valuable cohorts about users
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One example:
@matthausk @tenjinio@tenjinio
- Valuable users: LTV >$5 since Jan 1, 2015
Valuable users across networks!
One example:
@matthausk @tenjinio@tenjinio
- Load these users into an ad network
Valuable users across networks!
The Next Step:
@matthausk @tenjinio@tenjinio
Teach machines to do this for you.
The good news: the data will be there when you’re ready.
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