mobile marketing 101 - january 2016
TRANSCRIPT
Mobile marketing 101Startit centar, January 2016
Ratko BozovicDirector of User Acquisition
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
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
