Ed Laws, Francois Deschenes, InMobi


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How To Acquire Quality Users Through Technology And Analytics -- Ed Laws, Francois Deschenes, InMobi (The White Nights: Mobile Games Conference http://www.wnconf.com/)

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Ed Laws, Francois Deschenes, InMobi

  1. 1. How to Acquire Quality Users Through Technology and Analytics Ed Laws MD Performance EMEA Frank Deschenes Product Manager - InMobi Analytics White Nights June 27, 2013
  2. 2. Our Mobile Propositions: Media and Tech Platforms. Simplifying Mobile Advertising. Ad Tracking, User Analytics & AD ROI Mobile Media Largest Independent Mobile Ad Network. Rich Media Authoring & Ad Serving Research and Data Partnerships InMobi AnalyticsInMobi StudioInMobi Ad Network InMobi Research IAT & LTVP Research
  3. 3. We will bring Global Scale to Developers Enabling them to reach 40% of mobile internet users through 26,000+ sites and apps North America 156m Latin America 24m Africa 40m JAPAN 18m EME 171m 691M mobile consumers 93.4B impressions per month 165 countries APAC 272m Australia 10m
  4. 4. USER ACQUISITION Advertising & Strategy: Awareness, Scale & Quality Users
  5. 5. Your advertising needs change, as your app enters different stages of growth. InMobi can help brands at all stages of Mobile User Acquisition. Quality User Time Since App Launch NumberofUsers Focus on User Acquisition
  6. 6. Developers first need to make consumers aware of their application. This is also a time for developers to test different strategies and creatives to learn what users react to as well as obtain some organic downloads. Focus on User Acquisition: Learning
  7. 7. Know your user and yourself Test & Learn Choose UA partners Developer Lifecycle: Learning ‣  Ensure product works, review success signals ‣  Understand target audience & user value ‣  Achieve some initial organic downloads and ratings ‣  Have a budget and targets ‣  Analytics, tracking, SDKs ‣  Creative assets – ads, landing pages ‣  Inventory sources ‣  Always test the plumbing ‣  Test campaign - $5k or free if you can get it ‣  Key learning's – good performing inventory segments, creatives, formats, OS ‣  What CVR, indicative CPDs
  8. 8. Once past the initial phase, now is the time to grow rapidly. This can be done through a variety of advertising techniques such as boost and burst campaigns. Focus on User Acquisition: Scale
  9. 9. High Impact Activity Optimize Track & Analyse Developer Lifecycle: Scale ‣  Burst, Boost campaigns – maximum exposure ‣  Cross promote on other games ‣  Independent app store distribution ‣  Support with offline activities ‣  Campaign tracking – Downloads, CPDs, ‣  ROI analysis vs CPD ‣  Paid vs Organic ratio’s ‣  Performance vs original targets ‣  Act on insights ‣  Skew activity to high performing inventory, formats ‣  Do more of the good stuff - streamline
  10. 10. Once scale is achieved, you can now focus on the different types of consumers that you have a create targeted, personalised strategies to make the most of your user base. Focus on User Acquisition: Quality
  11. 11. User segmentation Maximize Monetization Acquire High Quality UsersDeveloper Lifecycle: High Value Users ‣  Spenders, Engagers, Inactives ‣  Define strategies for each user groups ‣  Product insights and feedback – drop outs, IAP ‣  Use feedback loop to target high quality users ‣  Retarget: clickers not downloaders, inactive users ‣  Refresh creatives – support brand with RM formats ‣  Consider new inventory sources to reach new users ‣  Monetization strategy for non payers - Advertising ‣  Upsell to highly engaged users ‣  Take a successful model to new markets, Go East
  12. 12. TECHNOLOGY PLATFORMS Data & Insights: User Tracking & Analytics
  13. 13. Beyond installs: track user engagement metrics Number of Sessions Time Spent Purchase History Custom Events (eg. FB likes, levels passed) New vs Returning Users Carriers Devices App Versions OS Versions Countries
  14. 14. Connect Insights with targeted Actions Dormant quality users Non- paying users Re-target them in other apps to bring them back Monetize through advertising In order to engage efficiently with your users Insights Segments Actions Advanced users Reward or cross promote your other apps Insights on purchase history, time spent, app launches, etc. Segment users by app usage and user attributes Re-engagement by segment Optimise your campaigns toward acquiring more! High paying users
  15. 15. Identify ‘Quality’ Users and Maximize Optimise your Quality User Acquisition Acquisition Sources SDK API Run Campaigns Analyze User Engagement (Post Download) Identify Valuable Users Feedback ‘valuable’ users Optimise on User Quality
  16. 16. Device Recognition (Fingerprinting) How to attribute users to unique impressions? Device IDs Browser Cookies Android Referrer
  17. 17. Device Recognition (Fingerprinting) How to attribute users to unique impressions? Device IDs Browser Cookies Examples: UDID, ANDROID_ID, ODIN1, IDFA Pro’s: •  High accuracy when available •  Standardized, allow tracking alignment between different parties Con’s: •  Requires upstream integration (with publishers or ad servers) •  Not available on mobile web inventory •  Fragmentation issues (ODIN1, Open UDID, IDFA, etc.) Android Referrer
  18. 18. Device Recognition (Fingerprinting) How to attribute users to unique impressions? Device IDs Browser Cookies Pro’s: •  No integration needed with publishers and/or ad servers Con’s: •  Can affect the application user experience when tracking install •  Cannot bridge between browsers Android Referrer
  19. 19. Device Recognition (Fingerprinting) How to attribute users to unique impressions? Device IDs Browser Cookies Cookie replacement: Recognizing devices using anonymous data points in the browser. Pro’s: •  Better accuracy than cookies •  Better coverage than device IDs only •  Doesn’t affect the user experience •  No integration needed with publishers and/or ad servers Con’s: •  Probabilistic Android Referrer
  20. 20. Device Recognition (Fingerprinting) How to attribute users to unique impressions? Device IDs Browser Cookies Allows us to pass information through the Google Play store Pro’s: •  No integration needed with publishers and/or ad servers •  Doesn’t affect the user experience •  Can track across mobile web and app Con’s: •  Only available on Google Play store •  Doesn’t work well with more than one tracking solution at the same time Android Referrer
  21. 21. BEST PRACTICES Build or partner? Which solution should you pick?
  22. 22. Many mobile analytics solutions to pick from Or should you build your own in-house analytics platform?
  23. 23. What to look for in an analytics solution? Gather engagement insights, and act on them! -  Depth of engagement metrics collected -  Don’t stop at gathering analytics.. Act on your insights! Maximize tracking accuracy & coverage -  Device Recognition will provide maximum coverage, but it’s probabilistic -  Device IDs will provide maximum accuracy, but limited coverage -  Use mix of tracking technologies Enable campaign optimisation -  Feedback conversions to your preferred ad serving partners -  Make sure campaigns are optimised at the impression/click level Limit the impact on user experience -  Cookie based approaches open a browser at first app launch -  Look for a lighter SDK -  Be aware of the multiple redirect hops
  24. 24. For Advertisers, Agencies, Developers and Publishers Ed Laws MD Performance EMEA Frank Deschenes Product Manager - InMobi Analytics www.inmobi.com
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