Growmobile - Casual Connect 2015 Presentation
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We discuss how the effect of retaining electricity in a battery relates to acquiring and retaining mobile app users. Check it out!
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Growmobile - Casual Connect 2015 Presentation
- 1. getting the most out of your valuable resources: a true story Joanna Sammartino Bailey Global Chief Revenue Officer Growmobile by Perion
- 2. in the late 18th century, mankind began to discover new sources of energy and electricity
- 3. scientists constantly researched and sought ways to
- 4. they tried both conventional & unconventional sources
- 5. but the electricity discharged too fast from the sources. scientists could not rely on them for sustained flows of electric current.
- 6. while most scientists focused on generating electricity - only one, Alessandro Volta, was busy trying to
- 7. Volta created the early electric battery, the first device to contain a steady and large electrical current. in 1801, he presented his device to Napoleon, who gave him several honors for his contribution.
- 8. scientists could use the battery to retain electricity for longer-term use and benefits! rather than losing a valuable resource soon after generating it,
- 9. electric-car maker Tesla innovatively found a way to get the most out of the electric battery… finding effective ways to get & keep valuable resources is still one of the world’s biggest challenges…
- 10. get the most out of their users. ROI user acquisition pains CPI user engagement/ retention pains LTV …and our goal is to help mobile marketers acquire and your marketing
- 11. get the most out of their users. ROI user acquisition pains CPI user engagement/ retention pains LTV …and our goal is to help mobile marketers acquire and your marketing
- 12. UA investment has skyrocketed Sources: Chartboost Insights, July 2015; Chart: eMarketer. Average Cost per Install (CPI) for Android and iOS Mobile Apps in the US, March 2013-March 2015. Publication Date: October 27, 2014 acquisition costs increased ~60% in the last year! Android 0.07 0.4 0.14 0.41 0.74 0.05 0.06 0.21 0.17 0.53 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Category Axis iOS the average cost per install in the US is ~$2.50 ROI user acquisition pains
- 13. separate I/O agreements multiple integrations fragmented reports & Data ineffective optimiZation social campaign complexity advertising across several traffic sources can be messy and labor-intensive ROI on average, developers use more than 20 different mobile ad networks… user acquisition pains
- 14. but even if you succeed in acquiring quality users, you face the problem of…
- 15. acquiring users can be like pouring water into a leaky bucket… 90% of users will NOT come back to your app and won’t develop brand loyalty!
- 16. 36.% 29.% 25.% 18.% 11.% 1 month 3 months 6 months 9 months 1 Year Source: eMarketer: Average Retention Rates over the First 12 Months for Mobile Messaging Apps vs. Total Mobile Apps Worldwide, Jan 2014-Jan 2015 Publication Date: March 24, 2015 retention levels
- 17. narrow income resource – only from whales ROI Source: Takahashi, Dean (February 2014). “Only 0.15 percent of mobile gamers account for 50 percent of all in-game revenue.” venturebeat.com/2014/02/26/only-0-15-of-mobile- gamers-account-for-50-percent-of-all-in-game-revenue-exclusive/ only 0.15% of mobile gamers account for more than 50% of your in-game income!
- 18. you need to better engage your users but managing mobile CRM campaigns at scale can be challenging… launching multiple CRM campaigns involves several interfaces and can take days; optimization is even harder. operational pains figuring out how to increase user engagement and retention requires substantial know-how, time and resources. steep learning curve
- 19. keep 'em growmobile engagement get 'em growmobile acquisition ROI user acquisition & engagement a complete solution for
- 20. keep 'em growmobile engagement get 'em growmobile acquisition increase LTV decrease CPI ROI user acquisition & engagement a complete solution for
- 21. decrease CPI centralized media buying and campaign management integrated social media advertising (FB + Twitter) all your data in one format and one place easy optimization – pinpoint the factors that attract quality users and drive profits user acquisition & engagement get 'em growmobile acquisition a complete solution for
- 22. increase LTV easily build, monitor and optimize multiple CRM campaigns via one, friendly interface use LTV and churn prediction models, and pre-made campaign templates to cut the engagement ‘learning curve’ user acquisition & engagement keep 'em growmobile engagement a complete solution for
- 23. the Volta battery idea engage your users and retain them longer (and increase their value) acquire valuable users decrease CPI increase LTV maximize ROI +-
- 24. highly-optimized acquisition spend organic user growth; i.e. virality, reviews successful user retargeting benefits of growmobile’s acquisition- engagement synergy reward-based acquisition keep 'emuser engagement get 'em user acquisition
- 25. exlusive offer to growmobile for 30 days! get free access exclusive offer drop by booth 112 to claim your free access! www.growmobile.com
- 26. www.growmobile.com thank you get 'em user acquisition keep 'em user engagement Joanna Sammartino Bailey joannab@perion.com
Editor's Notes
- getting the most out of your valuable resources: a true story. maximizing your valuable resources: a true story. maximizing your investment: then and now
- Side note - more details: By the 17th century, many electricity-related discoveries had been made, such as the invention of an early electrostatic generator, the differentiation between positive and negative currents, and the classification of materials as conductors or insulators.
- TALKING NOTES - EXAMPLES: Benajmin Franklin and his kite experiments proving lighting is electrical, research on positive and negative electricity, etc.
- TALKING POINTS: such as rubbing glass with fur; storing electrical charge in leyden jars, and Stephen Grey's famous "Flying Boy" experiment showing that a body could (electrostatically) attract small objects.
- Specifically, the weak output of the electrostatic machines or the strong, but single discharge of a Leyden jar.
- keeping it - aka "storing" it for continuous use
- the importance: rather than losing electricity soon after producing it, the battery was able to retain electricity for longer-term use.
- this sentence answers the question: why was Volta’s battery important? Volta's invention showed that the acquisition of electricity was useless, or did not provide any benefits, without a way to retain it for continuous/maximized use.
- Companies all over the world are working on innovative ways to do this. Electric-car maker Tesla innovatively found a way to get the most out of the electric battery (using it to power their cars)....
- TALKING POINTS: After making the first point which ties in to our Volta story, we should talk about our marketing pains: "your mobile marketing ROI is impacted by two factors - 1. cost per install and lifetime value. Acquiring users and increasing their value (engagement) bring a host of industry pains for mobile marketers..." JOANNA, please note that this slide continues on the next slide to show the squeezing effect on the ROI
- MENTION IT IN SLIDE: TALKING POINTS - SOME ADDITIONAL BACKGROUND: The AVERAGE cost per install in the US is over $2.5. (Chartboost Insights) - https://www.chartboost.com/insights/
- Top grossing developers commonly use more than 20 ad networks at any given time to achieve scale and maximize ROI. That means 20 insertion orders. 20 integrations. And thousands of sub publishers. (source: Grow Mobile) This is the familiar story of our pains (from website and sales deck). Generally we have 4, but we can elaborate here on different points. The original 4 (includings social/MMR) are: 1. connectivity to traffic sources 2. media buying reporting/measurement 3. effective optimization 4. labor-intensive social campaigns
- TALKING NOTES: acquiring customers is like pouring water into a leaky bucket: you drive installs, only to see your users quickly flowing out of your app post-install.
- TALKING POINTS - EXAMPLE: Fallout Shelter, one of the best known games of all-time and one of the biggest launches in 2015, rose to become a top #10 grossing iOS game over night, and three weeks later dropped down past #50 as they struggled to hold their users. http://www.deconstructoroffun.com/2015/07/why-fallout-shelter-popped-and-dropped.html
- TALKING POINTS - EXAMPLE SPECIFICALLY RELATED TO GAMING: Only .15% of mobile gamers account for 50% of mobile gaming revenue http://venturebeat.com/2014/02/26/only-0-15-of-mobile-gamers-account-for-50-percent-of-all-in-game-revenue-exclusive/ that's why it's important to to find and retain these whales
- this is our "easy/smart" narrative. the two problems here are answered by "easy" (crm campaigns) and "smart" (learning curve)
- Together with the next slide, we want to show how increasing the LTV and decreasing the CPI has a positive effect on the ROI, therefore make sure to click to the following slide to demonstrate this
- growmobile helps you acquire and retain users, but there are benefits that come from doing both through one system. they impact and can strenghten each other. 1. because you know every user's behavior on the event level (through the engagement platform), together with tracking the acquisition source, you can optimize your acquisition spend and create lookalikes. 2. through the engagement platform you can encourage users to share, invite friends, write revieiwes, etc. when you do this, you lower CPI costs. if you brought a user at $10 and he brings 9 friends, than you paid $1 per user. through the synergy, if you track it back to the acquisition source, you can get more users that will lead to organic growth (based on virality). 3. CRM platform allows you to automatically choose the users you want to retarget (like those that are about to churn, those that haven't fullfilled their lifetime value). If you have engagement+acquisition together, you can automatically get them back to your app through media buying. Let's say there are two apps, app A and app B. you want to advertise app B (your app) on app A (another app). In your add, you can offer users of app A a free level or 500 free coins on app B, if they download app B. only if you're also using a CRM engagement platform can you connect the dots back and see that a user downloaded your app from this ad and you will know to give them the free level or coins.