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There’s An App For That
Jennifer Wong | SES San Francisco 2013 | #SESSF
Jennifer Wong
Director of Marketing
HasOffers & MobileAppTracking
Jennifer@hasoffers.com
@Jenerationy
If you build it, they may not come…
Last July, Apptrace found that
400,000 of the then-650,000
iOS apps were “zombies”
tha...
If you promote it, you may not retain
them…
While nearly 1 billion apps get
added to devices every month,
one in four of t...
If you retain them, you may never
make money…
The average app
download makes its
developers 17.5 cents
Mobile App Launch Checklist
• The App-o-sphere
• Promotion: Organic App Marketing
& Mobile App Advertising
• Tracking & At...
Mobile App Launch Checklist
• The App-o-sphere
• Promotion: Organic App Marketing
& Mobile App Advertising
• Tracking & At...
MARKET YOUR APPS EVERYWHERE
APP STORE OPTIMIZATION
SEO vs. ASO
On-Page:
 Title Tag
 H1, H2, H3
 URL
Off-Page:
 Link building
 Anchor text
 Social
SEO vs. ASO
On-Page
 Title Tag
 Hi, H2, H3
 URL
Off-Page
 Link building
 Anchor text
 Social
Metadata
 Title of the...
APP ADVERTISING
The BIG spenders
The up and comers
Ad Networks
Social Advertising
In-App
PPC
Mobile App Launch Checklist
• The App-o-sphere
• Promotion: Organic App Marketing
& Mobile App Advertising
• Tracking & At...
HOW DOES TRACKING WORK?
Tracking Link/URL:
• App traffic includes device
identifiers such as MAC
Address, Apple's IFA, ODIN
• Web traffic includes...
Tracking Link/URL:
• App traffic includes device
identifiers such as MAC
Address, Apple's IFA, ODIN
• Web traffic includes...
Tracking Link/URL:
• App traffic includes device
identifiers such as MAC
Address, Apple's IFA, ODIN
• Web traffic includes...
WHY DO YOU NEED PROPER ATTRIBUTION?
Example 1: One Advertising Source
Publisher 1 App Store App
Click of Ad Download
Publisher 1 SDK notifies them of the inst...
Publisher 1 SDK notifies them of the install
Publisher 1
App
Click of Ad
Publisher 2 SDK notifies them of the install
3 da...
If we did not attribute the install to the publisher of the ad that was clicked last, then:
• The advertiser would be payi...
Mobile App Launch Checklist
• The App-o-sphere
• Promotion: Organic App Marketing
& Mobile App Advertising
• Tracking & At...
Methods
Method How it works Best for these app
categories
Considerations
Pay to Play User pays to download your
app
Games,...
Methods
Method How it works Best for these app
categories
Considerations
Pay to Play User pays to download your
app
Games,...
Methods
Method How it works Best for these app
categories
Considerations
Pay to Play User pays to download your
app
Games,...
Methods
Method How it works Best for these app
categories
Considerations
Pay to Play User pays to download your
app
Games,...
Mobile App Launch Checklist
• The App-o-sphere
• Promotion: Organic App Marketing
& Mobile App Advertising
• Tracking & At...
Funnels
What are the important
flows and goals in your
app that you want users
to follow and complete.
Cohort Report
Are there data patterns
with groups of users?
Retention
What is the length of
engagement of your
users over time?
Loyalty
How frequently
are users coming
back to your
app?
Lifetime Value
What value are users
contributing to your
bottom line?
Mobile App Launch Checklist
• The App-o-sphere
• Promotion: Organic App Marketing
& Mobile App Advertising
• Tracking & At...
Jennifer Wong
Director of Marketing
HasOffers & MobileAppTracking
Jennifer@hasoffers.com
@Jenerationy
There's an app for that - Mobile App Launch Checklist #SESSF
There's an app for that - Mobile App Launch Checklist #SESSF
There's an app for that - Mobile App Launch Checklist #SESSF
There's an app for that - Mobile App Launch Checklist #SESSF
There's an app for that - Mobile App Launch Checklist #SESSF
There's an app for that - Mobile App Launch Checklist #SESSF
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There's an app for that - Mobile App Launch Checklist #SESSF

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  • The strategic and unique value of mobile marketing is the ability to deliver the right message to the right person at the right time...and in the right place.
  • Field of dreams quoteIf you build something, people will come, but if you don’t build it, there’s no reason for people to come.
  • But even overcoming the download hurdle does not ensure success.
  • http://www.forbes.com/sites/timworstall/2013/01/08/the-average-apple-app-download-makes-17-5-cents/571 downloads just to make $1k
  • Today, I’m going to go through this mobile app launch checklist so that you have a framework for how to develop a success mobile app
  • Here is Luma Partner’s newest mobile lumascape.You can see how fragmented the industry is. From the marketers point of view there’s the agencies, (a lot of agencies since they have
  • Social
  • ASO
  • WOM
  • Press
  • QR codes
  • One of the most effective ways to market your mobile app is app store optimization
  • What is app store optimization? The process of improving the visibility of a mobile app in an app store Google PlayAmazom App store Apple App Store Windows Phone StoreTitleDeveloper NameKeywordsReviewsDescriptionUninstall rate (Google Play)Freshness Factor
  • What is app store optimization? The process of improving the visibility of a mobile app in an app store Google PlayAmazom App store Apple App Store Windows Phone StoreTitleDeveloper NameKeywordsReviewsDescriptionUninstall rate (Google Play)Freshness Factor
  • Game studios such as Supercell: clash of clans, king.com: candy crush, Rovio: angry birds
  • There are a lot of networks you can partner with to help promote your app. From premium publishers like Facebook and Pandora (they have their own inventory) to mobile focused networks such as applift and inmobi.Each network is usually most efficient in a specific niche, Niche being a specific vertical or goal (CPI or CPC)
  • Grow your mobile app You can now get your mobile app install ad up and running very easily by copying and pasting your app's Google Play or Apple App Store URL into the Ads Create Tool.
  • Using networks, you can run display advertising
  • Upgraded ad extensions. You can deep link within your app to drive in-app conversions, not just installs
  • The strategic and unique value of mobile marketing is the ability to deliver the right message to the right person at the right time...and in the right place. Join this session and explore the world of new requirements for keeping your brand in the hands of your constantly connected mobile customers and building stronger relationships today. With mobile apps becoming brands' ultimate owned media channel, the capability to build an audience is becoming a valuable strategic initiative. Learn how to acquire mobile app users by using traditional SEO techniques, track the performance of your mobile marketing, and how to boost performance with mobile advertising.- Learn the world of mobile apps: platforms, tracking, networks, and publishers- Learn how to get your app organically found- Learn how to boost user acquisition with mobile advertising
  • A user clicking a ‘tracking link’ is the primary mechanism for initiating a tracking session. This tracking session is then correlated to an install or in-app event, attributing the ad network or publisher responsible for influencing a user to install a mobile app or commit an in-app event.
  • When advertisers work with only one publisher, the problem of attributing anevent for your mobile app to the rightful promotion source is not a problem - if only one publisher is able to promote your mobile app, then obviously only they can be responsible for the install events of said app. When your mobile app is installed, the SDK the publisher has implemented within your app notifies them of the install; install attribution is correct and everyone is happy.
  • However, now advertisers work with multiple publishers - potentially more than 150 - and it is not so cut and dry which ONE of those publishers is in fact responsible for the install event of your mobile app.  In this environment, the issue of duplicate attribution for installs arises.  Since multiple publishers are promoting your mobile app, multiple SDKs will be notifying the respective publishers of the install event and therefore each one of those publishers will assume responsibility for being the promotion source. Given that advertisers now use multiple publishers concurrently, how do they know who is truly responsible for the install event and subsequently which publisher should receive payment for generating that install? 
  • With last click attribution we take into account the click stream data and correlate the last click of the ad that generated the install with the publisher promoting that ad.Note: When an advertiser is working with several publishers,  the install rate (clicks / installs) diminishes once MobileAppTracking is implemented since we do not give credit to publishers for installs they are actually not responsible for. Since the install rate can drop, publishers assume that there are tracking issues when in actuality it is related to the MobileAppTracking platform not allowing them to take credit for an install they were not the last click for.
  • Example- swift key
  • Example: zillow, yelp
  • The strategic and unique value of mobile marketing is the ability to deliver the right message to the right person at the right time...and in the right place. Join this session and explore the world of new requirements for keeping your brand in the hands of your constantly connected mobile customers and building stronger relationships today. With mobile apps becoming brands' ultimate owned media channel, the capability to build an audience is becoming a valuable strategic initiative. Learn how to acquire mobile app users by using traditional SEO techniques, track the performance of your mobile marketing, and how to boost performance with mobile advertising.- Learn the world of mobile apps: platforms, tracking, networks, and publishers- Learn how to get your app organically found- Learn how to boost user acquisition with mobile advertising
  • Marketers want users to engage with a mobile app in a particular way.In a funnel view, look at the steps or events that you want users to accomplish and also look where users are leaking out of the funnel. If there is a desirable action or path that you want users to take, look at the percentage of users that are completing those actions. For example, you might want to look at a funnel for making a basic purchase, and examine how many units were sold and the number of people that made a purchase. Without looking at how many people started the process of checking out, you can’t really know the earning potential. You can also evaluate specific items to see which products are more successful in driving users all the way through the funnel. For flows that have a low conversion rate, funnels can help marketers see at what stages there are opportunities for improvement.
  • A cohort is a group of users that completed a specific action (install, open, uninstall) for the first time within a particular window of time. Given this, we can evaluate a range of data patterns such as the rate of active users and the retention rate of users after an app update. Do people that started using your app in Version 1 use the same features and functionality as users that use Version 2 of your app? By using cohort analysis mobile marketers can execute an “apples to apples” comparison, something that’s not possible with linear analysis.
  • Beyond looking at what a group of users are doing with your app, you also want to understand the length of engagement of your users over time. It’s important to distinguish users who intensely use your app for the first 30 days versus users who moderately use your app for life. The analysis of this type of usage helps marketers learn how to fine-tune the design of the app and optimize particular flows throughout the app.
  • Until you have loyal users it doesn’t make sense to focus on acquisition. Loyalty is measured by how frequently users come back to your app. Loyalty metrics such as frequency of opens, duration, number of screens, and conversion rate for events will tell you if your users consider your app to be indispensable.  
  • Beyond understanding how people engage, you also want to understand the value they are contributing to your bottom line. For an e-commerce app, tracking how much a user has spent over time will help you determine return on your investment. ROI means different things for different businesses. When you look at mobile it’s important to have a clear understanding of what you are measuring, and if it affects your bottom line to measure overall effectiveness. This understanding also helps you justify your paid marketing efforts such as paid Facebook campaigns. If you can attribute value of users driven by Facebook (or any other channel), you can better optimize your marketing channels for success.
  • Today, I’m going to go through this mobile app launch checklist so that you have a framework for how to develop a success mobile app
  • Transcript of "There's an app for that - Mobile App Launch Checklist #SESSF"

    1. 1. There’s An App For That Jennifer Wong | SES San Francisco 2013 | #SESSF
    2. 2. Jennifer Wong Director of Marketing HasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy
    3. 3. If you build it, they may not come… Last July, Apptrace found that 400,000 of the then-650,000 iOS apps were “zombies” that had not been downloaded even once.
    4. 4. If you promote it, you may not retain them… While nearly 1 billion apps get added to devices every month, one in four of them are never used again.
    5. 5. If you retain them, you may never make money… The average app download makes its developers 17.5 cents
    6. 6. Mobile App Launch Checklist • The App-o-sphere • Promotion: Organic App Marketing & Mobile App Advertising • Tracking & Attribution • Monetization • Reporting and Refining
    7. 7. Mobile App Launch Checklist • The App-o-sphere • Promotion: Organic App Marketing & Mobile App Advertising • Tracking & Attribution • Monetization • Reporting and Refining
    8. 8. MARKET YOUR APPS EVERYWHERE
    9. 9. APP STORE OPTIMIZATION
    10. 10. SEO vs. ASO On-Page:  Title Tag  H1, H2, H3  URL Off-Page:  Link building  Anchor text  Social
    11. 11. SEO vs. ASO On-Page  Title Tag  Hi, H2, H3  URL Off-Page  Link building  Anchor text  Social Metadata  Title of the App  Developer Name  Description  Screenshots Off-Metadata  Downloads  Velocity  Ratings  Reviews  Link building
    12. 12. APP ADVERTISING
    13. 13. The BIG spenders
    14. 14. The up and comers
    15. 15. Ad Networks
    16. 16. Social Advertising
    17. 17. In-App
    18. 18. PPC
    19. 19. Mobile App Launch Checklist • The App-o-sphere • Promotion: Organic App Marketing & Mobile App Advertising • Tracking & Attribution • Monetization • Reporting and Refining
    20. 20. HOW DOES TRACKING WORK?
    21. 21. Tracking Link/URL: • App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN • Web traffic includes header information such as IP address, Device Type, Device OS, etc. http://hastrk1.com/serve?action=click&publisher_id=100&app_id=500&ios_ifa=AAAAAA-BBBB-CCCC-4444-555555555555
    22. 22. Tracking Link/URL: • App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN • Web traffic includes header information such as IP address, Device Type, Device OS, etc. App Store Redirect: • The user is redirected to the iTunes App Store or Google Play. • This is a seamless experience that should not launch a browser. • Google allows the passing of a referrer ID through the URL
    23. 23. Tracking Link/URL: • App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN • Web traffic includes header information such as IP address, Device Type, Device OS, etc. App Store Redirect: • The user is redirected to the iTunes App Store or Google Play. • This is a seamless experience that should not launch a browser. • Google allows the passing of a referrer ID through the URL App Install/Open: • User downloads the app and opens it for the first time. • An SDK (code in the advertiser's app), collects any device identifiers and web information to match back to the Tracking Link.
    24. 24. WHY DO YOU NEED PROPER ATTRIBUTION?
    25. 25. Example 1: One Advertising Source Publisher 1 App Store App Click of Ad Download Publisher 1 SDK notifies them of the install
    26. 26. Publisher 1 SDK notifies them of the install Publisher 1 App Click of Ad Publisher 2 SDK notifies them of the install 3 days ago App Store Download Publisher 2 Click of Ad 1 day ago Example 2: Multiple Advertising Sources
    27. 27. If we did not attribute the install to the publisher of the ad that was clicked last, then: • The advertiser would be paying 2x plus for a single install of just once (if charging advertiser on CPI). • If the publisher is charging CPC or CPM, they still generally use install attribution for optimization; so their optimization would be based off inaccurate information. Publisher 1 App Click of Ad Attribution technology notifies Publisher 2 of the install 3 days ago App Store Download Publisher 2 Click of Ad 1 day ago Attribution technology attributes install Unbiased Attribution
    28. 28. Mobile App Launch Checklist • The App-o-sphere • Promotion: Organic App Marketing & Mobile App Advertising • Tracking & Attribution • Monetization • Reporting and Refining
    29. 29. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases
    30. 30. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases Fremium Free access to your app with a paid upgrade option to gain access to additional features Games, News, Social Networking, Music - A good way to get your app off the ground
    31. 31. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases Fremium Free access to your app with a paid upgrade option to gain access to additional features Games, News, Social Networking, Music - A good way to get your app off the ground In-App Advertising Ads run on space sold within your app. Revenue is based on number of impressions & clicks. Games, News, Entertainment - App needs to have high user volume and engagement
    32. 32. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases Fremium Free access to your app with a paid upgrade option to gain access to additional features Games, News, Social Networking, Music - A good way to get your app off the ground In-App Advertising Ads run on space sold within your app. Revenue is based on number of impressions & clicks. Games, News, Entertainment - App needs to have high user volume and engagement In-App Purchases User purchases merchandise – virtual goods, badges, awards, privileges - in your app once they have downloaded it. Games, Lifestyle, News - App requires loyal following willing to pay for virtual benefits
    33. 33. Mobile App Launch Checklist • The App-o-sphere • Promotion: Organic App Marketing & Mobile App Advertising • Tracking & Attribution • Monetization • Reporting and Refining
    34. 34. Funnels What are the important flows and goals in your app that you want users to follow and complete.
    35. 35. Cohort Report Are there data patterns with groups of users?
    36. 36. Retention What is the length of engagement of your users over time?
    37. 37. Loyalty How frequently are users coming back to your app?
    38. 38. Lifetime Value What value are users contributing to your bottom line?
    39. 39. Mobile App Launch Checklist • The App-o-sphere • Promotion: Organic App Marketing & Mobile App Advertising • Tracking & Attribution • Monetization • Reporting and Refining
    40. 40. Jennifer Wong Director of Marketing HasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy
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