Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

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Jarah Euston, Director, Analytics, Flurry

How to identify, acquire and measure quality users for your mobile app.
The cost of building a quality app audience is dramatically increasing. Cost and quality of acquisition varies widely by channel, changes over time and different purchase volumes. To optimize your ROI of marketing spend, you can identify which channels deliver the best users based on engagement, monetization and more. Not every ad unit is created equal.

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  • This overcrowding increased the competition for consumers. There has beenan explosion in the number of apps across Android and iOS. Today, there are over a million unique apps to choose from. With this kind of competition for shelf space and consumers, no wonder discovery is top of mind for every developer around the world.
  • Recently, Flurry examined key loyalty metrics for a wide range of apps. PEEL the ONION on the games category. Examine GENRESHow do METRICS differ? WHO is playing each?
  • ROI cycle powered by analyticsFirst measure your audience and your channelsFrom that data, identify your most valuable or “power” usersThis gives you the information to acquire more users who look like your power usersMeasurement after the fact informs the impact and changes for next timeSounds great, how do we tactically implement and institutionalize something like this?
  • New Update 8.7 v2
  • Flurry Ad Analytics gives you full visibility through Post-Acquisition, so you can maximize ROI on your acquisition spend1. Know the source of every new user2. Quickly see the quality of users delivered by each acquisition source3. Easily compare channel and campaign performance to optimize your acquisition budget, Ex: Increase spend in Channel 34. Use Flurry Analytics to get a deeper understanding of the users each channel delivers and tune your marketing plan, Ex: Remove Channel 1 because Channel 2 delivers the same audience for less
  • ROI cycle powered by analyticsFirst measure your audience and your channelsFrom that data, identify your most valuable or “power” usersThis gives you the information to acquire more users who look like your power usersMeasurement after the fact informs the impact and changes for next timeSounds great, how do we tactically implement and institutionalize something like this?
  • Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

    1. 1. August 2013 Quality Over Quantity: Mobile Users Matter Jarah Euston, Director of Analytics @jarahk
    2. 2. 120,000 350,000 App Developers: Live Applications: Flurry Analytics iOS, Android, BB, WP, HTML5 1.1B +Devices per month: 110BSessions per month: AppCircle Ad Network Engage mobile consumers: iOS, Android 6,200App Developers: 350MDevices per month: 3M +Daily Completed Views Flurry Is a Leading App Measurement & Advertising Platform
    3. 3. ` BROWSER (20%) APP (80%) Games, 32% Facebook, 18% Safari, 12% Productivity, 2% Social Networking, 6% Utility, 8% News, 2% Entertainment, 8% Android Native, 4% Opera Mini, 2% Other, 6% Source: Flurry Analytics, comScore, NetMarketShare It’s An App World. The Web Just Lives in It. Time Spent on iOS & Android Connected Devices
    4. 4. In the US: Primetime Is Almost all The Time 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data. Average Time Spent on iOS Devices- US Only
    5. 5. iTUNES APP STOREGOOGLE PLAY Competition for Consumers Continues to Increase ~1 million available apps on iOS and Android Sources: Google, Apple; number in thousands 2 20 80 200 250 350 460 600 675 800 1000 28 160 250 400 425 500 600 650 700 800 900 Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
    6. 6. It Takes Work to Make it to the Top of the Charts To achieve an App Store ranking of at least: Minimum new users required Average new users required Maximum new users required 1 190,000 281,000 372,000 5 145,000 170,000 194,000 10 75,000 83,000 90,000 15 59,000 65,000 70,000 25 44,000 48,000 51,000 50 39,000 41,000 43,000 100 25,000 26,000 27,000 Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).
    7. 7. Average 30-Day Churn Rate for Top apps Churn for Top Performing Apps is ~50% After 30 Days 100% 40 80 60 20 0 50 10 30 90 70 30 48% 29282726252423222120190 1 18171615141312111098765432 Days Since First Use of App UsersRetained(%) Note: Churn based new users acquired from January–May 2013; Metric is calculated as the average of the top 1000 apps by Monthly Active Users tracked by Flurry 24% After 30 days, ~50% of users are no longer active
    8. 8. Loyalty Varies by Application Category
    9. 9. IDENTIFY ACQUIRE MEASURE Analytics Virtual Cycle Can Drive Marketing ROI
    10. 10. IDENTIFY ACQUIRE MEASURE
    11. 11. Cohorts: Segment based on acquisition date Usage Level: Define heavy, regular & infrequent users Events: Segment based on actions users complete Demographics & Geography: Age, gender, language and more Acquisition Source: Segment by channel & campaign Use Segments to Identify Your Audience Segment Your Audience Your Way
    12. 12. Usage of The 25-34 Millennials- Males VS Females -100% -50% 0% 50% 100% 150% 200% 250% Sports, Health & Fitness Music, Media & Entertainment Lifestyle & Shopping Social &Photo Sharing Utlities & Productivity News &Magazines Games FEMALES MALES How Young Adults Index Against All Age Groups- Gender Cut Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
    13. 13. Example: Create Events for Purchase Funnel Steps SEARCH ROOMS SELECT HOTEL COMPARE RATES CHECKOUT1 2 3 4
    14. 14. Example: The Booking Purchase Funnel SEARCH ROOMS SELECT HOTEL COMPARE RATES CHECKOUT
    15. 15. IDENTIFY ACQUIRE & MONETIZE MEASURE
    16. 16. Understand Who Your Most Valuable Users Are Age & Gender • Male • Female • 13 – 17 • 18 – 24 • 25 – 34 • 35 – 44 • 45 – 54 • 55+ Geo & Language • Country • State • City • Language Device & OS • Tablet • Smartphone • iOS • Android Flurry Personas • Parents • Business Traveler • Value Shopper • Fashionista • Custom • 20+ Additional Segments
    17. 17. Once Characteristics of Valuable Users Known, Use Them
    18. 18. IDENTIFY ACQUIRE MEASURE
    19. 19. Options for Paid Mobile Marketing ENGAGEMENT Display – Banners & Interstitials Video Rich Media Branded App Promotion Brand Integration INVESTMENT ENGAGEMENT
    20. 20. Quality, cost and value indices Range of Options for User Acquisition Source: Flurry Analytics Quality index Cost index Value index Note: All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user 1.0 0.2 1.6 1.0 1.5 0.8 CPC CPI (Incentivized) Video 2.1X1.0X 0.1x
    21. 21. Whatever the Unit, Track Performance $$ Channel 1 Channel 2 Channel 3 ?? 1. Track User Source 2. Evaluate User Quality Shared on FB Made Purchase✔ 3. Optimize Acquisition Budget 4. Analyze Long- Term Performance
    22. 22. IDENTIFY ACQUIRE MEASURE • Events • Segments • Funnels • Demographics • Personas • Geography • User acquisition • Focus on value
    23. 23. August 2013 Thank you jarah@flurry.com blog.flurry.com @flurrymobile

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