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Dating With Data: How To Improve Your Mobile App
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Dating With Data: How To Improve Your Mobile App

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Apsalar's Product Marketing Manager, Mike Polner, presents tips & best practices for mobile app marketing, at the iDate Conference in Beverly Hills in June 2013.

Apsalar's Product Marketing Manager, Mike Polner, presents tips & best practices for mobile app marketing, at the iDate Conference in Beverly Hills in June 2013.

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    Dating With Data: How To Improve Your Mobile App Dating With Data: How To Improve Your Mobile App Presentation Transcript

    • Dating with dataHow to improve your mobile appPresented by Mike PolnerProduct marketing manager
    • agendaWhy Go Mobile?•  What is the opportunity?How to improve your Mobile app•  How do you reach the right users & keep them?Key takeaways & next steps•  Where do we go from here?
    • Who is apsalar?Leading mobile dsp•  Advertising, Attribution & analytics platform•  Big data Lab & billions of user events•  1st-party data & 600M unique user profiles•  acquire & optimize high-roi mobile audiences
    • Why go mobile?
    • Mobile apps now bigger than Mobile Web & Growing Fast0204060801001201402010 2011 2012TimeSpent(Minutes)Time Spent Per day in Mobile Apps vs. Web BrowsingMobile AppWeb Browsing127 Minutes70 MinutesSource: comscore, Alexa, Flurry
    • Mobile dating Market growing quickly-501001502002502009 2010 2011 2012RevenueGenerated(USD)Total revenue generated by mobile dating apps$43M$108.9M$164.8M$212.6MSource: ibis world
    • But less than 20% of online revenueMobile  Online  $1.2B$213MSource: ibis world
    • Major monetization opportunity for mobile dating appsOnline MobileRevenue  (%)  Time  Spent  (%)  Source: ibis worldMonetizationOpportunity
    • How do we close the gap between timespent & revenue generated?
    • Data-driven best practices will improve dating app revenue1.  Mobile advertising to Get your app discovered2.  Marketing attribution analytics to Measure andimprove Roi3.  Centralized campaign buying to increase efficiency andsave time4.  remarketing to extend customer lifetime value
    • Discovery & user acquisition
    • Apple app store booming, but app discovery still a problem-100,000200,000300,000400,000500,000600,000700,000800,000900,0002008 2009 2010 2011 2012 2013TotalappsinappleappstoreTotal apps in apple app store3,00065,000225,000425,000650,000775,000Source: apple
    • Mobile advertising increasingly important to discovery$0.00$5.00$10.00$15.00$20.00$25.002010 2011 2012 2013 2014 2015 2016Mobileadspend(Billion$)mobile ad spending & growth rate$770M $1.45B$4.06B$7.19B$11.14B$15.82B$20.89BSource: emarketer
    • Mobile advertising – common mistakesNon-targeted ad buying•  Spray & pray advertising•  Optimizing up to the download•  Decentralized media buying•  Accepting Funnel abandonment
    • Mobile advertising – best practicesTargeted ad buying•  Highly targeted user Acquisition•  Optimize post-download•  Centralized media buying•  retargeting
    • Mobile advertising mistake #1spray & pray ad buyingPurchase high volumes of incentivized traffic•  Cheap for a reason•  low percentage of users stay in app•  Waste money buying 75% of users that don’t stay
    • Mobile advertising best practice #1Using data to discover & Target the right usersAnalyze user attributes & target audiences based on•  Demographics•  predefined Audience segments•  Custom audience segments
    • Mobile advertising Best practice #1Using data to discover & Target the right usersAudience & custom targeting•  Target a group of users based on Desired attributes– Users who have made in-app purchases in the past– Users who are more engaged in apps– Users who have an affinity for dating apps•  Custom audience segments– Look at your highest value users & create look-a-likeaudience
    • 600M Unique User Profiles makes data the differenceAudience targetingTargetable Audience of 600M Unique UsersPropensity tomake in-apppurchasesPropensity touse datingapps
    • 600M Unique User Profiles makes data the differenceLook-a-like custom targetingMy app with 1M Unique UsersMy App’s Highestvalue users
    • Mobile Advertising Mistake #2optimizing up to the downloadThe Wrong metrics: Up to the download•  Clicks•  ctr•  Downloads
    • Mobile Advertising Best Practice #2Using data to optimize towards post-download metricsThe Right metrics: optimizing on post download activity•  Revenue & ARPU•  Customer lifetime value•  roi
    • Mobile Advertising Best Practice #2Data Powered Marketing attribution analyticsWhat it is•  Measure the roi of all your mobile marketing campaignsWhy it matters•  Optimize your campaigns with data to maximize your roiHow it works•  Multiple tracking methods•  One SDK
    • Using data to optimize campaignsCampaign Source Total Spend CPI DownloadsFacebook $10,000 $2 5,000Ad Network $10,000 $2.50 4,000Mobile DSP $10,000 $3 3,333Incentivized Network $10,000 $1 10,000
    • Using data to optimize campaignsCampaignSourceTotalSpendCPI Downloads ARPU REVENUE ROIFacebook $10,000 $2 5,000 $2.20 $11,000 +10%Ad Network $10,000 $2.50 4,000 $2.30 $9,200 -8%Mobile DSP $10,000 $3 3,333 $3.75 $12,500 +25%IncentivizedNetwork$10,000 $1 10,000 $0.50 $5,000 -50%POST-DOWNLOAD METRICS & ROI
    • Mobile Advertising Mistake #3decentralized ad buyingAd Network A Ad network b Incentivized network facebookTime consuming & inefficient
    • Mobile Advertising Best Practice #3centralized & intelligent ad buyingAd Network A Ad network b Incentivized network facebookMobile dsp60% Spend 15% Spend 25% SpendReal-time optimizations, real-time bidding
    • Mobile Advertising Mistake #4Accepting funnel abandonmentFunnel abandonmentDownloads to applaunches78.74%Launches toin-app purchases2.97%36,144Registrations87,907app launches111,639App downloads2,617Make In-apppurchase41.1%7.24%Overall: 2.34%
    • Mobile Advertising best practice #4Retargeting users to improve funnel conversionRetargeting•  (re) Target a previously engaged user•  Three types of remarketing campaigns•  Reactivate•  Complete•  promote
    • Mobile Advertising best practice #4RetargetingRetargeting brings back formerly engaged users
    • Key takeaways & next StepsMobile dating apps can close the monetization gap by:1.  Targeting high ROI, audience segments & custom audiences2.  Optimizing based on post-download metrics towards thecampaigns that are effective3.  Purchasing media through a centralized source4.  Increasing customer lifetime value by retargeting users
    • The opportunity for mobile dating appsSource: ibis worldMonetizedOnline MobileRevenue  (%)  Time  Spent  (%)  
    • Thank You!Mike PolnerProduct Marketing ManagerEmail: mike@apsalar.com