Effective Data Driven Development for Social and Mobile Apps
AARON HUANG, Head of Product Marketing
Data-Driven Development:A Phase Based Approach Collect Build Beta Launch and Audien Testing Phase Maintai ce n Acquire X X X Engage X X X > Monetize (and mobile) X 6
CASE STUDY: ExecAlign Marketing, Product, Design & DevelopmentWhat is the Issue?Day 1 Retention isDropping Retention is trending down!
Product Mgmt/CASE STUDY: DeveloperAlign Marketing, Product, Design & DevelopmentWhere is the Issue?New incoming users from a new marketing sourceareNOT completing the tutorial at a rate comparable toexisting players. Tutorial completions: Tutorial completions: existing players new players
CASE STUDY: Product Mgmt/Align Marketing, Product, Design & Development DeveloperIsolate and optimize. 1. Funnel analysis and drop-off optimization on the tutorial. Increase tutorial completion rate for new Optimize Drop-off %’s players to increase retention
CASE STUDY: MarketerAlign Marketing, Product, Design & DevelopmentIsolate and optimize.2. Decrease or Eliminate spend onthe new marketing channel
CASE STUDY: Find the ‘Sweet Spot’ to maximizeA FALSE POSITIVE revenue and profit % Paying Users is Trending Up… But ARPU & ARPPU is trending down…!