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Mobile Application Launch Checklist (Marketing and Analytics)
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Mobile Application Launch Checklist (Marketing and Analytics)


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Launching a mobile game or app is an exciting and stressful endeavor. You have worked on it for months or even years, and your baby is about to go into the world. But having a great app isn't enough to succeed. You must be prepared to track, collect data, iterate, A/B test, acquire users, watch the competition and do many other things well.

We have launched hundreds of apps, and have developed a checklist for making sure our clients are ready. Here is a short summary of what you typically need to get going!

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  • 1. > Launching On Mobile Platforms Checklist h"p://  
  • 2. > Mobile Marketing Strategy Having a good product does not guarantee a success •  Cost of user acquisition is higher than many game apps can afford •  The mobile eco-system is complicated and difficult to navigate To succeed, developers need a marketing strategy that: •  Maximizes Organic Growth •  Leverages the most effective channels and strategies for Paid Acquisition •  Relies on the best analytics tools and processes for insight and efficiency - Mobile Marketing Best Practices h"p://  
  • 3. > In This Launch Checklist: Tactical Marketing Plan 1. 2. 3. 4. Setting Objectives Messaging, Positioning, ASO Tactical Marketing Programs Acquisition Plan / Projections Best Practices 1. Measuring For Success (Key Performance Indicators) 2. Tools and Analytics h"p://  
  • 4. Set goals, make plans and prepare marketing collateral 1. TACTICAL PLAN h"p://  
  • 5. > Setting Objectives 1. Define Goals and Benchmarks based on overall business goal and competitive analysis – Chart positioning – Target eCPI – Target KPIs – Retention, Monetization, LTV – Goals may vary depending on the lifecycle on the product 2. Set Marketing Budget for each platform – KPI testing phase (up to 3 months in our experience, in a few selected territories like Canada/Australia) – Wide launch h"p://  
  • 6. > Positioning, Messaging & ASO Define Target Demographics • Your target demo: age, sex, geographies, interest groups, why they will play Key Messaging • • Ads, Call To Action App Stores Copy – optimized for keywords! Creative Collateral and Considerations • Ads and community collateral – follow best practices and prepare multiple sizes of ads collateral for all partners, devices and platforms – App Icon and Appstore screenshots are uber-important for discovery Keywords • SEO, iTunes, Google Play, Facebook campaigns – Use marketing tools to research most effective keywords. App store discovery accounts for >60% installs for an average app! h"p://  
  • 7. > Tactical Marketing Programs 1.  Marketing Calendar •  All product launch phases tied to community, PR and paid acquisition plan •  By platform and geography 2.  Public Relations/Media Outreach •  •  •  •  3. Primary audience Goals, Strategies, Key messaging Publications to cover PR Plan and Calendar Acquisition Plan / Projections by platform •  Organic Channels - community, PR, social graph, virality •  Paid acquisition plan by channel and partner •  Downloads, MAU, DAU and monetization forecast –  Having a plan helps you set goals, track performance against them and understand what acquisition cost you can really afford h"p://  
  • 8. > Acquisition Plan (example) h"p://  
  • 9. Measure For Success MOBILE MARKETING BEST PRACTICES h"p://  
  • 10. > Key Performance Indicators (KPIs) Acquisition • CPC/CPI/CPA • Virality (K-factor), Discovery • eCPI Retention • D/W/M retention • Average User Lifetime • Stickiness (DAU/MAU) Engagement •  Session Length •  # of sessions per Day/Week/Month •  Percentage users completed tutorial, reached certain level •  Bounce Count Monetization • ARPU/ARPPU • DARPU • DARPPU • Percentage of paying users • LTV h"p://  
  • 11. > Lifetime Value LTV is a Function of Value & Engagement Lifetime Value Maximization (LVT = Value * Engagement) high value low medium low Engagement is the most important high medium engagement •  If game sucks, players leave - nothing to maximize •  Watch it religiously in the early product lifecycle (beta) high h"p://  
  • 12. > Tools & Analytics Set Up Tools For Success SDK   SDK   SDK   SDK   SDK   Source  Tracking   Solu:on   •  In-app analytics to track KPIs •  AB-testing •  Source Tracking / Attribution solution to analyze performance by source and optimize acquisition in real time (Hasoffers, Appsflyer and etc.) One  Dashboard     Data   Reconcilia:on   Click   Tracking   Install   Tracking     h"p://   One   SDK   Real  Time  Op:miza:on    
  • 13. > Analytics Solutions h"p://  
  • 14. > Get Ready for Launch Anya Shapina Phil Shpilberg h"p://