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3 Tactics for
UA Success in
2017 & 2018
Eric Benjamin Seufert
Google AppSummit
June 20th, 2017
Who I am
Heracles Mobile Dev Memo Freemium EconomicsAgamemnon
Who I am
Presentation Structure
Presentation Structure
Strategic growth tactics for 2017
& 2018:
- Make Video Work;
- Ignore the Noise;
- Attribute & Mode...
Tactic 1:
Make Video Work
• Increased consumer engagement / spending on
mobile continues to drive advertising budgets;
Make Video Work
• Increased consumer engagement / spending on
mobile continues to drive advertising budgets;
• Video is the ascendant cont...
Source: SensorTower
Make Video Work
Source: SensorTower / Unity
*Applies specifically to mobile gaming
Make Video Work
Source: eMarketer
Make Video Work
Source: eMarketer
Source: Zenith
Make Video Work
Source: eMarketer
Make Video Work
Source: eMarketer
Make Video Work
Make Video Work
Make Video Work
Make Video Work
• If your app isn’t conducive to video distribution (ads /
otherwise), you can’t distribute your app;
Make Video Work
• If your app isn’t conducive to video distribution (ads /
otherwise), you can’t distribute your app;
• Build things that ...
Tactic 2:
Ignore the Noise
When every device is connected, every device appears to
be a platform on which to develop & reach a new
audience:
Ignore t...
When every device is connected, every device appears to
be a platform on which to develop & reach a new
audience:
Ignore t...
• Tech media sometimes uncritically promotes all
emerging platforms as ascendant “next big thing”;
Ignore the Noise
• Tech media sometimes uncritically promotes all
emerging platforms as ascendant “next big thing”;
Ignore the Noise
• Tech media sometimes uncritically promotes all
emerging platforms as ascendant “next big thing”;
• New platforms are app...
• Example: VR vs. Mobile Gaming
Source: SensorTower / Unity
Ignore the Noise
Tactic 3:
Attribute & Model
Attribute & Model
• Many developers rely on patchwork
marketing infrastructure comprised of many
3rd party tools:
Data Warehouse
(S3, etc.)
Data Visualization
Tool (Tableau,
etc.)
Attribution
Platform
Ad Network Cost
Aggregation
Platfor...
Data Warehouse
(S3, etc.)
Data Visualization
Tool (Tableau,
etc.)
Attribution
Platform
Ad Network Cost
Aggregation
Platfor...
Data Warehouse
(S3, etc.)
Data Visualization
Tool (Tableau,
etc.)
Attribution
Platform
Ad Network Cost
Aggregation
Platfor...
• Shifting to video complicates this further
because clicks / installs aren’t attributable;
Attribute & Model
• Shifting to video complicates this further
because clicks / installs aren’t attributable;
• Formats such as Facebook Liv...
• Shifting to video complicates this further
because clicks / installs aren’t attributable;
• Formats such as Facebook Liv...
• The biggest mobile advertising platforms are
becoming siloed, both in terms of tool offerings
and inventory offerings;
A...
Existing / Old
Paradigm:
Inventory
Pool
Mobile Gaming
Advertisers
Mobile Commerce
Advertisers
Dating App
Advertisers
Mobil...
Emerging
Paradigm:
Mobile Gaming
Advertisers
Mobile Gaming
Publishers
Dating App
Advertisers
Dating App
Publishers
Mobile ...
• The biggest mobile advertising platforms are
becoming siloed, both in terms of tool offerings
and inventory offerings;
•...
Ad Networks /
Exchanges
Owned Inventory
● Retail;
● Brand;
● Mobile
commerce;
● High-LTV /
High-CTR
Games.
● Intent-based
...
• If you’re operating under a “MEASURE
EVERYTHING” mentality, you’ve lost the plot:
Attribute & Model
• If you’re operating under a “MEASURE
EVERYTHING” mentality, you’ve lost the plot:
– The newest ad inventory generally is...
• If you’re operating under a “MEASURE
EVERYTHING” mentality, you’ve lost the plot:
– The newest ad inventory generally is...
Performance Marketing != “Direct Response”
Attribute & Model
Performance Marketing != “Direct Response”
• Your entire job as a performance marketer is to
figure out the value of vario...
Performance Marketing != “Direct Response”
• Your entire job as a performance marketer is to
figure out the value of vario...
Attribute & Model
• What’s the LTV of this cohort?
Attribute & Model
• What’s the LTV of this cohort?
– Plenty of resources available online, including:
http://mobiledevmemo...
Attribute & Model
• What’s the LTV of this cohort?
– Plenty of resources available online, including:
http://mobiledevmemo...
Attribute & Model
Ineffective / low scale performance marketing
setup:
Marketing Team
DR Traffic
Sources
Attribution &
Pro...
Attribute & Model
Ineffective / low scale performance marketing
setup:
Marketing Team
DR Traffic
Sources
Attribution &
Pro...
Attribute & Model
Ineffective / low scale performance marketing
setup:
Marketing Team
DR Traffic
Sources
Attribution &
Pro...
Attribute & Model
Ineffective / low scale performance marketing
setup:
Marketing Team
DR Traffic
Sources
Attribution &
Pro...
Attribute & Model
Ineffective / low scale performance marketing
setup:
Marketing Team
DR Traffic
Sources
Attribution &
Pro...
Attribute & Model
True Performance Marketing on Mobile:
Marketing Team
Traffic Portfolio
DR Traffic Sources
TV / OOH
Influ...
Attribute & Model
• Attribution is important, but discrete,
deterministic attribution isn’t necessary;
Attribute & Model
• Attribution is important, but discrete,
deterministic attribution isn’t necessary;
• Generally underst...
Attribute & Model
• Attribution is important, but discrete,
deterministic attribution isn’t necessary;
• Generally underst...
http://hrcls.co
eric@hrcls.co
@eric_seufert
Thank You!
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3 Tactics for UA Success in 2017 and 2018

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Presented at the Google AppSummit in Dublin on Wednesday, June 21st, 2017

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3 Tactics for UA Success in 2017 and 2018

  1. 1. 3 Tactics for UA Success in 2017 & 2018 Eric Benjamin Seufert Google AppSummit June 20th, 2017
  2. 2. Who I am Heracles Mobile Dev Memo Freemium EconomicsAgamemnon
  3. 3. Who I am
  4. 4. Presentation Structure
  5. 5. Presentation Structure Strategic growth tactics for 2017 & 2018: - Make Video Work; - Ignore the Noise; - Attribute & Model.
  6. 6. Tactic 1: Make Video Work
  7. 7. • Increased consumer engagement / spending on mobile continues to drive advertising budgets; Make Video Work
  8. 8. • Increased consumer engagement / spending on mobile continues to drive advertising budgets; • Video is the ascendant content format on mobile. Make Video Work
  9. 9. Source: SensorTower Make Video Work
  10. 10. Source: SensorTower / Unity *Applies specifically to mobile gaming Make Video Work
  11. 11. Source: eMarketer Make Video Work
  12. 12. Source: eMarketer Source: Zenith Make Video Work
  13. 13. Source: eMarketer Make Video Work
  14. 14. Source: eMarketer Make Video Work
  15. 15. Make Video Work
  16. 16. Make Video Work
  17. 17. Make Video Work
  18. 18. • If your app isn’t conducive to video distribution (ads / otherwise), you can’t distribute your app; Make Video Work
  19. 19. • If your app isn’t conducive to video distribution (ads / otherwise), you can’t distribute your app; • Build things that look good in video. Develop a video ad strategy. Invest in attractive video ads. Make Video Work
  20. 20. Tactic 2: Ignore the Noise
  21. 21. When every device is connected, every device appears to be a platform on which to develop & reach a new audience: Ignore the Noise
  22. 22. When every device is connected, every device appears to be a platform on which to develop & reach a new audience: Ignore the Noise
  23. 23. • Tech media sometimes uncritically promotes all emerging platforms as ascendant “next big thing”; Ignore the Noise
  24. 24. • Tech media sometimes uncritically promotes all emerging platforms as ascendant “next big thing”; Ignore the Noise
  25. 25. • Tech media sometimes uncritically promotes all emerging platforms as ascendant “next big thing”; • New platforms are appealing (first mover advantage, lack of price discovery, etc.) but developers need to be able to discern hype & time deployment correctly. Ignore the Noise
  26. 26. • Example: VR vs. Mobile Gaming Source: SensorTower / Unity Ignore the Noise
  27. 27. Tactic 3: Attribute & Model
  28. 28. Attribute & Model • Many developers rely on patchwork marketing infrastructure comprised of many 3rd party tools:
  29. 29. Data Warehouse (S3, etc.) Data Visualization Tool (Tableau, etc.) Attribution Platform Ad Network Cost Aggregation Platform Ad Networks N1 N2 N3 PMD Attribute & Model
  30. 30. Data Warehouse (S3, etc.) Data Visualization Tool (Tableau, etc.) Attribution Platform Ad Network Cost Aggregation Platform Ad Networks N1 N2 N3 PMD Marketing Team Attribute & Model
  31. 31. Data Warehouse (S3, etc.) Data Visualization Tool (Tableau, etc.) Attribution Platform Ad Network Cost Aggregation Platform Ad Networks N1 N2 N3 PMD Marketing Team Attribute & Model
  32. 32. • Shifting to video complicates this further because clicks / installs aren’t attributable; Attribute & Model
  33. 33. • Shifting to video complicates this further because clicks / installs aren’t attributable; • Formats such as Facebook Live / Influencer Campaigns can be totally contextual; Attribute & Model
  34. 34. • Shifting to video complicates this further because clicks / installs aren’t attributable; • Formats such as Facebook Live / Influencer Campaigns can be totally contextual; • Probabilistic models help advertisers match clicks / installs to campaigns. Attribute & Model
  35. 35. • The biggest mobile advertising platforms are becoming siloed, both in terms of tool offerings and inventory offerings; Attribute & Model
  36. 36. Existing / Old Paradigm: Inventory Pool Mobile Gaming Advertisers Mobile Commerce Advertisers Dating App Advertisers Mobile Gaming Publishers Dating App Publishers Mobile Commerce Publishers Ad Networks / Native Inventory Sources Attribute & Model
  37. 37. Emerging Paradigm: Mobile Gaming Advertisers Mobile Gaming Publishers Dating App Advertisers Dating App Publishers Mobile Commerce Advertisers Mobile Commerce Publishers & travel, etc. Brand Advertisers & travel, etc. Retail Advertisers Attribute & Model
  38. 38. • The biggest mobile advertising platforms are becoming siloed, both in terms of tool offerings and inventory offerings; • Owned inventory platforms have created vertical-specific inventory pools; Attribute & Model
  39. 39. Ad Networks / Exchanges Owned Inventory ● Retail; ● Brand; ● Mobile commerce; ● High-LTV / High-CTR Games. ● Intent-based advertising (travel, in-store retail). ● Brand; ● Youth-oriented retail; ● Entertainment. ● Games; ● Finance Attribute & Model
  40. 40. • If you’re operating under a “MEASURE EVERYTHING” mentality, you’ve lost the plot: Attribute & Model
  41. 41. • If you’re operating under a “MEASURE EVERYTHING” mentality, you’ve lost the plot: – The newest ad inventory generally isn’t measurable; Attribute & Model
  42. 42. • If you’re operating under a “MEASURE EVERYTHING” mentality, you’ve lost the plot: – The newest ad inventory generally isn’t measurable; – There’s no such thing as “exact”. Attribute & Model
  43. 43. Performance Marketing != “Direct Response” Attribute & Model
  44. 44. Performance Marketing != “Direct Response” • Your entire job as a performance marketer is to figure out the value of various traffic sources; Attribute & Model
  45. 45. Performance Marketing != “Direct Response” • Your entire job as a performance marketer is to figure out the value of various traffic sources; • If you can only do that via attribution platforms, what is your value? Attribute & Model
  46. 46. Attribute & Model • What’s the LTV of this cohort?
  47. 47. Attribute & Model • What’s the LTV of this cohort? – Plenty of resources available online, including: http://mobiledevmemo.com/two-methods- modeling-ltv-spreadsheet/
  48. 48. Attribute & Model • What’s the LTV of this cohort? – Plenty of resources available online, including: http://mobiledevmemo.com/two-methods- modeling-ltv-spreadsheet/ - More important than the LTV model is the overall profitability model; how does money out > money in?
  49. 49. Attribute & Model Ineffective / low scale performance marketing setup: Marketing Team DR Traffic Sources Attribution & Proprietary Analytics $ LTV Model
  50. 50. Attribute & Model Ineffective / low scale performance marketing setup: Marketing Team DR Traffic Sources Attribution & Proprietary Analytics $ LTV Model 1) This doesn’t scale beyond DR;
  51. 51. Attribute & Model Ineffective / low scale performance marketing setup: Marketing Team DR Traffic Sources Attribution & Proprietary Analytics $ LTV Model 1) This doesn’t scale beyond DR; 2) You’re competing with Machine Zone!;
  52. 52. Attribute & Model Ineffective / low scale performance marketing setup: Marketing Team DR Traffic Sources Attribution & Proprietary Analytics $ LTV Model 1) This doesn’t scale beyond DR; 2) You’re competing with Machine Zone!; 3) What am I paying this person for?
  53. 53. Attribute & Model Ineffective / low scale performance marketing setup: Marketing Team DR Traffic Sources Attribution & Proprietary Analytics $ LTV Model 1) This doesn’t scale beyond DR; 2) You’re competing with Machine Zone!; 3) What am I paying this person for?
  54. 54. Attribute & Model True Performance Marketing on Mobile: Marketing Team Traffic Portfolio DR Traffic Sources TV / OOH Influencer Experimental New Channels Robust Revenue Model that Accommodates Uncertainty $
  55. 55. Attribute & Model • Attribution is important, but discrete, deterministic attribution isn’t necessary;
  56. 56. Attribute & Model • Attribution is important, but discrete, deterministic attribution isn’t necessary; • Generally understanding (& modeling) value is more important than attribution;
  57. 57. Attribute & Model • Attribution is important, but discrete, deterministic attribution isn’t necessary; • Generally understanding (& modeling) value is more important than attribution; • The DR market is most saturated and competitive; winners enter quickly & exploit new channels.
  58. 58. http://hrcls.co eric@hrcls.co @eric_seufert Thank You!

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