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Kdan Mobile - Growth Hack廣告投播之策略運用與實際案例分享

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Kdan Mobile - Growth Hack廣告投播之策略運用與實際案例分享

以Growth Hack 精神出發的廣告投播策略分享,並以實際案例分享帶出數據分析在行銷推廣上扮演的角色與相關工具分享。

從產品開發到推廣 - 6千萬下載的經營心法
http://www.slideshare.net/PabloJrWhite/kdan-mobile-6

Growth Hack 產品運營與實作
http://www.slideshare.net/PabloJrWhite/kdan-mobile-growth-hack-61183222


官方網站:http://www.kdanmobile.com/
創意商城:https://creativestore.kdanmobile.com/
凱鈿雲端:https://cloud.kdanmobile.com/

Hotjar網頁分析工具:https://www.hotjar.com/r/r597674


以Growth Hack 精神出發的廣告投播策略分享,並以實際案例分享帶出數據分析在行銷推廣上扮演的角色與相關工具分享。

從產品開發到推廣 - 6千萬下載的經營心法
http://www.slideshare.net/PabloJrWhite/kdan-mobile-6

Growth Hack 產品運營與實作
http://www.slideshare.net/PabloJrWhite/kdan-mobile-growth-hack-61183222


官方網站:http://www.kdanmobile.com/
創意商城:https://creativestore.kdanmobile.com/
凱鈿雲端:https://cloud.kdanmobile.com/

Hotjar網頁分析工具:https://www.hotjar.com/r/r597674


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Kdan Mobile - Growth Hack廣告投播之策略運用與實際案例分享

  1. 1. 廣告投播 /廣告營收 /行銷活動分析工具 I-Hsiu Tseng/ Data Analyst at Kdan Mobile Software Ltd.
  2. 2. Background  Kdan Mobile  Two- year data analytics at Kdan Mobile  Global ad monetization and ad campaign operation  Data tracking, monitor and analysis of campaign event  Tools survey, introduction and model building  Previous work experience  Data analyst at technology industry  M.S. in Public Policy and Management, Carnegie Mellon University, U.S.A.  B.A. in Economics, National Taiwan University, Taiwan
  3. 3. “ ” Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker (1838 ~ 1922)
  4. 4. Digital Marketing Era • 行動端與網頁端留下了數據足跡 • 行銷預算可追蹤轉換數據 • 行銷活動成效可用數據來衡量
  5. 5. Use Well of the Third-Party’s Tools Google Analytics App Store App Annie Google Play Branch FB Insight FB Audience FB Campaign Hotjar UMENG AdMob/ AdSense AdWords User Voice SEO (Outsourcing) Shareaholic Stripe Parse MailChimp Sendy Typeform
  6. 6. Kdan’s Marketing Funnel Strategy Impression Reach Engagement App Install & Member Registration Revenue Creative Store Retentio n Referr al Flow Enhancement Customer Segment Customer Service Channel Management Target Audience Management Apple App Analytics : Website Source Google Analytics : Website Source SEO, ASO, Google Trend : Keywords Social Media : Social Media Analytics Kdan Blog : Shareaholic, Hotjar Mailchimp : e-Paper Facebook : Audience & Campaign Apptimize : A/B Testing TypeForm : Survey GA : Track & Analytic Hotjar: Heatmap, Recording, Funnel User Voice : User forum e-mail : Customer Service App Annie : Product Review Social Media : Feedback Parse : Push Admob : House Ad, In-App Ad GA : Track & Analytic TARGET AUDIENCE KDAN USER/MEMBER Kdan ​Global Marketing and Strategy Team Marketing Event Lifecycle Funnel Strategy Tools Usage
  7. 7. Growth is not a magic, but an attitude
  8. 8. Growth Hack Attitude 社會科學 品質管理 TPS - Kaizen 廣告行銷 成長駭客精神 持續 改善 數據 依據 科學 方式 Source: http://goo.gl/QQ0nN9Source: http://goo.gl/AvyKvz
  9. 9. Growth Hack Case Study of Ad Campaign • 2015 凱鈿六週年週年活動 • 2015 iAniMagic 行動創作動畫比賽活動 • 2016 服務包訂閱商城投播活動
  10. 10. Case 1: 2015 凱鈿六週年週年活動
  11. 11. 活動大目標達成方式分配 N 天內達標方式來源 100% Organic 50% non-Paid Campaign 30% Paid Campaign 20% Referral 0% Ex: 在活動期間增加 10萬會員
  12. 12. 付費廣告投播規畫 Paid Campaign Type Social Media Blog Promotion (5 posts in total) Post /Tweet Promotion Website Promotion Landing Page View Landing Page Sign Up Video Promotion Video to landing page view Video to landing page Sign Up Apps Downloads iOS: Cloud App Series Android AdWords App Turbo Facebook Twitter AdWords Facebook Twitter Facebook Facebook
  13. 13. 付費廣告投播規畫:主打TA App User LookalikeUser’s friend Regular Contact Brand New Paid Campaign Type Social Media 已經對公司產品 有印象, 但還不 是會員或使用者 非會員的既有使 用者 既有使用者的朋 友 Website Promotion 陌生客戶推廣 接洽名單 既有用戶的相似 族群 Video Promotion 公司形象推廣 既有使用者的朋 友 既有用戶的相似 族群 Apps Downloads 較適合陌生市場 開發 考量後續付費回 收,以投播 iOS 為主 活動下載量不如 預期時, 再來補 量 App User Lookalike User’s friend Regular Contact Brand New Lookalike User’s friend Brand New
  14. 14. 週年活動汲取經驗 什麼都想要 需要訂定單一明確活動目標 獲取成本太高 善用organic 來源,把重心放在 提升用户活躍度和留存率 圖片單一 須準備充裕的廣告圖/廣告文案 多層轉換流程 Landing Page 的調整與優化 回歸產品本質, 搭配行銷活動
  15. 15. 週年活動意外收穫 內部App 團隊,對體驗與扣款流程有兩種看法 先綁信用卡, 才能體驗 強調先體驗, 後購買
  16. 16. Case 2: iAnimagic 行動創作動畫比賽活動
  17. 17. Case Study: iAniMagic 2015 動畫行動創作作品投稿活動  從Google Analytics 數據觀察:  發現Animation Desk 產品/網頁流量來源  俄語區/東歐區  公司內部資源:  具俄語能力的烏克蘭實習生  善用資源:  與俄文動畫網站連繫,購買RENDER.RU網站Banner廣告  結果 :  獲得俄語區的送件作品 iAniMagic 2015 Video
  18. 18. 活動後的檢視: 簡單回歸模型 Some of the findings: • The most effective is Push Sent during the first day. • Push’s finding: according to the model Pushes has effect only for 2 consecutive days (PushSent1 and PushSent2) after that they are not effective anymore. • In general, we can assume from analysis that higher effect has campaigns that were targeting existing users, such as Push Sent1, ePaper Sent, Push Sent2, Blog Post.
  19. 19. Case 3: 2016 服務包訂閱商城投播活動
  20. 20. Case Study :商城投播資料追蹤方式 https://creativestore.kdanmobil e.com/shop/kdan/allaccesspack /?utm_source=FBCampaign&ut m_medium=website&utm_cam paign=StoreAAP2016 https://clo ud.kdanmo bile.com/lo gin/storage Hotjar Hotjar https://creativesto re.kdanmobile.co m/checkout https://creativestore. kdanmobile.com/sho p/software/free- trial?info=order_succ ess Hotjar Hotjar FBFB GA A picture B picture Landing Page Member Sign-up Payment Page StripeKdan ID Apple Download Page FB Campaign
  21. 21. Case Study :商城投播關鍵因素 a/b testing list 透過廣告來測試TA Re-targeting 善用行銷活動獲得的名單 Landing Page 簡化流程/ 畫面專注性 tracking tools Hotjar: cross-domain tracking / Funnel
  22. 22. 廣告營收部份 (Ad Monetization)  廣告營收非主要獲利來源  當成策略性的工具  有出付費與免費版本, 廣告是提供升級的誘因之一  檢視投播廣告來源,取得潛在合作對象  可獲得國際性廣告大廠合作的機會  觀察重點  廣告營收與活躍用戶之間的平衡點  主要活躍國家的廣告填充率/點擊狀況/價格表現  a/b testing 優化廣告版位  一次性把需要的廣告位置塞好,再進行版位開放測試
  23. 23. THANKS!

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