Kontagent Breakfast Workshop - Business Insider MadConf

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Kontagent Breakfast Workshop - Business Insider MadConf

  1. 1. How To Run MoreEffective MarketingCampaigns For Your Mobile App June 14, 2012 Maggie Myslinska
  2. 2. AGENDA• Evolution of mobile app user acquisition campaigns• CPI vs CPP campaigns• Finding profitable users and why it’s hard today• Q&A 2
  3. 3. The History of User AcquisitionCampaignsVolume Rank Profit
  4. 4. IN-APP CPI CPPREVENUE (COST PER (COST PER INSTALL) PROFIT) 4
  5. 5. CPI vs CPPMetric CPI campaigns (Volume CPP campaign and Rank) (Profit)Marketing Cost $20,000 $20,000Downloads 30,000 10,000Cost Per Download $.75 $1.50Conversion to paying user 5% 30%(ie. Registration)Number of paying (or 1500 3000Registered)Cost per paying user (or $13.33 $6.66Registration)Average payment (ie. $10 $10Value of Registration)ROI ($5,000) $10,000 5
  6. 6. Profit Campaign Analysis 6
  7. 7. Why isn’t everyone doingthis today? …because tracking where users came from in mobile is hard!
  8. 8. acquisition tracking android https://market.android.com/details?id= com.myApp.myAppName&referrer=ad NetworkDataAndCampaignData “referrer=…” “referrer=…” Android app App Ad marketplace APP INSTALLED USER ANALYTICS 8
  9. 9. acquisition tracking - iOS “referrer=…” “referrer=…” App Ad APP INSTALLED USER ANALYTICS ? 9
  10. 10. MOBILE ECOSYSTEM TODAY Reporting Format: Custom API Ad Provider Mobile App Marketer 1 Reporting Format: Manual CSV Dump Ad Provider 2 Reporting: • Non-Standardized NO reporting • Unreliable format • Missing Ad Provider 3• Many ad networks• Many user identifiers, especially after UDID deprecation
  11. 11. What Are The ChallengesFacing The MobileMarketing Industry?
  12. 12. No reliable industry-standard…For the measurement, collectionand reporting of data from mobilead networks and exchanges to appdevelopers. 2
  13. 13. No Scalable Process..To Efficiently Consolidate, ReportAnd Send Data To Mobile Marketers.
  14. 14. Minimal to No Visibility…Into the behavioral KPIs of users forad networks and exchanges tooptimize marketing campaigns.
  15. 15. The solution - MATA
  16. 16. http://openmata.org/The Mobile Acquisition Transparency Alliance (MATA) is creating an open API standard thatenables mobile marketers to streamline the ingestion, processing and attribution of their paiduser acquisition campaigns. Device identifier A single, open API Last-Click Install Reliable, accurate agnostic standard Attribution & timely data 6
  17. 17. MOBILE ACQUISITION TRANSPARENCY ALLIANCE Mobile App Marketer Option1 OPEN API Standardized Reporting Cost Option2 Impressions Campaign Site Installs Clicks Creative Consolidated Device Last-Click Identifier InstallAnd more… Reporting Agnostic Attribution
  18. 18. MATA – KEY BENEFITS No reliable industry-standard Minimal to no visibilityNO SCALABLE PROCESS …For the measurement, collection …Into the behavioral KPIs of users for ad..To Efficiently Consolidate, Report and reporting of data from mobile networks and exchanges to optimizeAnd Send Data To Mobile Marketers. ad networks and exchanges to app developers. marketing campaigns.• Free• Device identifier agnostic• No additional SDK required
  19. 19. acquisition tracking - iOS “referrer=…” “referrer=…” App Ad APP INSTALLED Campaign Data CSV` USER ANALYTICS 19
  20. 20. conclusion• CPP is the best way to compare mobile user acuisition campaigns• It is hard today but new and better solutions are becoming available.• MATA is one great solution make sure to research and decide which solution is best for you 20
  21. 21. THANK YOUQuestions? 21

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