Michael Oiknine: Media App Summit

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  • 1. FROM DOWNLOAD TO DOMINATIONEngaging Mobile App Users with Analytics and Targeting Michael Oiknine CEO, Apsalar michael@apsalar.com
  • 2. THE MOBILE MINDSHARE WARLEADS TO… Discovery Install Engagement Problem Problem Used Weekly Used Daily Rarely Used 1.3MM+ Apps in iOS & Android App Stores 1.3MM+ Apps in iOS & Android App Stores
  • 3. … AN ENGAGEMENT PROBLEM Average Sessions Per App Decreases by 20% Per Average Sessions Per App Decreases by 20% Per User User for Each Additional App Installed for Each Additional App Installed
  • 4. … AND UNSUSTAINABLEECONOMICS Do Not Monetize
  • 5. MARKETERS MUSTEFFECTIVELY CONTROL THEFULL USER LIFECYCLE Acquir Analyze e Audience Attribution Retargeting Targeting Analytics In-App & LTV Analytics
  • 6. ACQUIRE
  • 7. ALL USERS ARE NOTCREATED EQUAL98%+ of users spend nothing or very little in apps
  • 8. MANY ACQUISITION METHODSARE EXPENSIVE -YET DON’T LEADTO PAYING USERS +56% CPI Increase on iOS since January +70% CPI Increase on Android
  • 9. ACQUIRE THE RIGHT USERSFOR YOUR APPS Get The Right Mobile App Reach As Many Users As Users Possible • Build highly targeted • Anytime, anywhere audiences • Leverage partnerships with 3rd • Acquire paying & engaged party exchanges, networks, users RTB platforms
  • 10. NOT ALL ACQUISITIONSOURCES ARE CREATED EQUAL-ILLUSTRATION Blind Ad Incentivized Audience Retargeting Network Installs Targeting Existing Users Budget $500 $500 $500 $500Cost Per Install $3 to $5 $0.5 to $1 $2 $1 Users 100 1,000 250 500% of Paying Less than More than More than Less than 1% Users 2% 10% 10%Paying Users 2 10 25 50 Sample ROI -90% -75% +75% +100%
  • 11. AUDIENCE TARGETING DRIVESPAYING USERS Target Lookalike Audience
  • 12. ANALYZE
  • 13. NICE! YOU HAVE USERS ANDTHINK THEY’RE ENGAGED… ORARE THEY? Find out using mobile analytics
  • 14. QUESTIONS YOU SHOULD BEABLE TO ANSWER1. Who are my high value users?2. What’s the lifetime value of my users?3. How are changes in my app affecting revenue, engagement & monetization?4. What’s the retention rate of my users?5. What’s the ROI across each of my acquisition sources (ex. Facebook)?
  • 15. ACTIONABLE METRICS YOUSHOULD BE TRACKING 1 2 3 4 5DAUs/M Retention Engageme Lifetime User AUs & Churn nt Index Value Acquisitio n ROI
  • 16. METRIC #1: DAU/MAUWHY • Basic measure of loyalty for mobile games • Approximation of how many days per month a monthly active user is engaged with your app • Use to benchmark against other gamesHOW • You can obtain DAU and MAU data from a mobile-specific analytics provider
  • 17. METRIC #2: RETENTION &CHURNWHY • DAUs/MAUs do not fully equal loyalty • Retention rate can decrease while DAU/MAUs increaseHOW • Examine how long your users stay active • Use daily retention cohort analysis
  • 18. WHAT IS A COHORT?MEASURING PERFORMANCE OFUSERS OVER TIME
  • 19. DAILY COHORTS ARE USED TOMEASURE EFFECT OF IN-APPCHANGES ON RETENTION Retention Rate Retention Rate Retention Rate Evolution Evolution
  • 20. METRIC #3: ENGAGEMENTWHY • Engaged app users are much more likely to spend money within your appHOW • Using an Engagement Index, you can define what to tag as an engagement event and how much weight/value you want to place on each • Use daily engagement cohort analysis
  • 21. DEFINING ENGAGEMENTEVENTS - SAMPLE Engagement Action Index Weight Buy Virtual Good 100 points Add Virtual Item to Shopping 80 points Cart Viewed virtual item 70 points Registered credit card 65 points Sharing achievement on 60 points Facebook Reached a certain level 50 points
  • 22. ENGAGEMENT INDEX IS ABETTER FORM OF KPIEach event can be assigned your own engagementvalue, creating an Engagement Index – Examples: Search Product = 3 points, Check Price = 5 points
  • 23. USE COHORTS TO MEASUREEFFECT OF IN-APP CHANGES ONENGAGEMENT Engagement Index Engagement Evolution
  • 24. METRIC #4: LIFETIME VALUE(LTV)WHY • Measure the total revenue an active user generates within your appsHOW • Automatically assign revenue events • Use funnels to optimize conversions • Use cohorts to track changes in user spend
  • 25. MEASURE REVENUE, ARPU &CORRELATE WITHENGAGEMENTEach event can be assigned with revenue tomonitor ARPU – Example: Purchase Gold Coins = $0.99
  • 26. TRACK REVENUE TO BETTERUNDERSTAND USER SPENDBEHAVIOR
  • 27. USE FUNNELS TO MONITORCONVERSIONS View by segments View by segments View by View by Conversion/Engagement/Revenue Conversion/Engagement/Revenue Events across all applications can be selected as steps Events across all applications can be selected as steps or a goal or a goal
  • 28. USE COHORTS TO MEASUREEFFECT OF IN-APP CHANGES ONREVENUE ARPU by Cohort ARPU ARPU Evolution Evolution
  • 29. METRIC #5: USERACQUISITION ROIWHY • Learn which acquisition sources provide the best return on investment for your marketing dollarsHOW • Measure effectiveness with referral tracking attribution • Tie back to LTV using cohort analytics
  • 30. TRACK THE EFFECTIVENESS OFYOUR ADVERTISING SPEND
  • 31. USE COHORT TO OPTIMIZE ADBUDGET BY LTV GENERATED ARPU by Acquisition Channel ARPPU/LTV ARPPU/LTV Evolution Evolution
  • 32. REMARKET
  • 33. NOW THAT I’M MEASURINGLTV…HOW DO I INCREASE IT?
  • 34. REMARKET TO USERS TOINCREASE REVENUE
  • 35. USE CAMPAIGNS TO MAXIMIZECUSTOMER LTV Reactivate Complete Promote • Bring high value • Direct users to • Cross-promote users back to complete an your apps & your app abandoned products purchase
  • 36. DEFINING YOUR BESTAUDIENCES IS KEY TOREMARKETING SUCCESS -EXAMPLE Any – Any Fish Tank user in the United States or using Android or that has completed Level 2 or that has spent more than $2.00 more than $2.00All – Fish Tank 2 users in France and usersusing an iPhone and have finished the thetutorial and have an engagement scoretutorial andgreater than 65
  • 37. SUMMARY & NEXT STEPS
  • 38. MARKETERS MUSTEFFECTIVELY CONTROL THEFULL USER LIFECYCLE Acquir Analyze e Audience Attribution Retargeting Targeting Analytics In-App & LTV Analytics
  • 39. OVERVIEW OF APSALAR• Provider of Free 360O Analytics – Campaign Referral Measurement – In-App Analytics Including • Audience Management & Segmentation • Real Time Cohorts • Real Time Funnels • Automated Revenue And LTV Tools• Audience Targeting & Retargeting Product In Beta• San Francisco-Based• Founded in 2010, VC-backed
  • 40. APSALAR ANALYTICS HELPEDMOTION MATH DOUBLECONVERSIONS TO PAID ~2x
  • 41. APSALAR AUDIENCES DELIVERPAYING USERS 15 % ~8x 2%
  • 42. APSALAR POWERS THEWORLD’S TOP APPS
  • 43. QUESTIONS?michael@apsalar.com http://apsalar.com