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ابزارهای بهینه سازی تبلیغات دیجیتال - باهره همراز

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کارگاه آموزشی ابزارهای بهینه سازی تبلیغات دیجیتال توسط باهره همراز در چهارمین همایش آینده وب و موبایل

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ابزارهای بهینه سازی تبلیغات دیجیتال - باهره همراز

  1. 1. Digital Advertising Campaign Optimization Bahereh Hamraz Senior Product Specialist
  2. 2. Review Publishers offer inventory and data on users Ad Tech helps manage and optimize Agencies craft messaging and plan media channels Brands need to influence customers #FOWM#FOWM
  3. 3. Today we’re going to focus on APPLICATIONS as our product #FOWM#FOWM
  4. 4. Take care of these 2 simultaneously Marketing AnalysisIn-app Analysis #FOWM#FOWM
  5. 5. In-App Analytics: Appsee • Conversion Funnel Reveal the reasoning for the success or failure of your specific in-app goal #FOWM#FOWM
  6. 6. Conversion Funnel 1. Funnels  Create Your First Funnel 2. Put a name for your funnel (e.g. Registration) 3. Select the device type 4. Step type: Screen View/Screen Action/a Custom Event/a Session Start 5. Add steps #FOWM#FOWM
  7. 7. Conversion Funnel #FOWM#FOWM
  8. 8. Conversion Funnel #FOWM#FOWM
  9. 9. In-App Analytics: Appsee • Conversion Funnel Reveal the reasoning for the success or failure of your specific in-app goal • User Retention User retention feature enables you to understand how often your users return to use your app in a given time frame #FOWM#FOWM
  10. 10. User Retention • The information presented through cohort analysis  It needs a time frame and a date bucket. E.g. 30 days-Weekly • Check to see how your app optimization efforts impact user retention #FOWM#FOWM
  11. 11. User Retention, Analysis • Retention Stats • Session Frequency #FOWM#FOWM
  12. 12. User Retention, Analysis • Retention Cohort Analysis #FOWM#FOWM
  13. 13. In-App Analytics: Appsee • Conversion Funnel Reveal the reasoning for the success or failure of your specific in-app goal • User Retention User retention feature enables you to understand how often your users return to use your app in a given time frame • Action Cohort Action cohorts enables you to understand how often your users return to the app and perform certain actions in a given time frame. #FOWM#FOWM
  14. 14. Action Cohort 1. Conversions  Action Cohorts  Create Your First Cohort 2. Name your cohort – a relevant process you’d like to measure 3. Select the time frame you’d like to include data from. E.g. include session from 1 month ago 4. Select the fist action 5. Select the second action You will then see how many of the users that performed the first action, came back and performed the second action. For example: Users that have started a session and then came back and visited a screen #FOWM#FOWM
  15. 15. Action Cohort When a user performs the second action, it is counted for every first action that was performed in the timeframe, not just the latest one. #FOWM#FOWM
  16. 16. Take care of these 2 simultaneously Marketing AnalysisIn-app Analysis #FOWM#FOWM
  17. 17. Marketing Analysis What is Attribution? Attribution is the process of identifying a set of user actions (“events”) across screens and touch points that contribute in some manner to a desired outcome, and then assigning value to each of these events. Methodologies Single Event Attribution Multiple Event Attribution #FOWM#FOWM
  18. 18. #FOWM#FOWM
  19. 19. Identifying Users Across Screens • Deterministic Approaches Relies on personally identifiable information (PII) - Like an email address, a phone number, credit card information When a user logs in at any point across multiple device, PII can associate those device IDs in a device graph. Identify or target the same user across multiple screens. • Probabilistic approaches Relies on anonymous data points. - Like device type, OS, location data, time, IP Based on these signals, probabilistic techniques attempt to determine the devices that are likely being used by the same person. #FOWM#FOWM
  20. 20. Third Party User Identification • Device Matching - Attribution window • Fingerprinting - Attribution window • Reattribution - Inactivity period - Reattribution window #FOWM#FOWM
  21. 21. What is Callback? Callback or Postback is a predefined ping made by your 3rd party tracking servers to your servers when certain events are triggered.  predefined callback vs. custom callback? #FOWM#FOWM
  22. 22. Mobile Ad Fraud Eats your UA budget Hides your best channels Ruins your data accuracy Wastes your team’s time You won’t know which channels deliver high-quality traffic You pay for fake installs that don’t belong to real users You focus on incorrect statistics You don’t see data patterns that help you spend smarter #FOWM#FOWM
  23. 23. Mobile Ad Fraud We can group all types of fraud in two categories: 1. When a fraudster spoof ad engagements, like view or clicks  Spoofed Attribution 2. When a fraudster spoof app activities, like installs, sessions and events  Spoofed Users Spoofed Attribution Real Traffic Spoofed User Spoofed User AppActivity Ad Engagement Real RealSpoofed Spoofed #FOWM#FOWM
  24. 24. Spoofed Attribution • Methods: - Click Spamming: Gaining attribution for users by randomly matching device IDs or fingerprints. - Click Injection: Create fake clicks during the download of an app, claiming attribution with an impossible to beat ‘last click’. #FOWM#FOWM
  25. 25. Spoofed Users • Methods: - Simulators: Simulators on cloud computing services running Android apps that were pretending to be real users. - Device Farms: where real devices and actual humans created non-genuine app activities. - SDK Spoofing: Faking the requests made from an app to servers of attribution companies and app publishers, instead of actually running the app. By broken encryptions and hashed signatures. #FOWM#FOWM
  26. 26. What’s the Solution? #FOWM#FOWM
  27. 27. How to Detect Click Injection #FOWM#FOWM
  28. 28. How to Detect Click Injection #FOWM#FOWM
  29. 29. How to Detect Click Injection #FOWM#FOWM Click on Ad Media App Store Redirect App Download Initialized CLICK INJECTION: content provider exploit Install Finished On Device Action_Package_Added Broadcast CLICK INJECTION: Referrer Broadcast First Open: SDK Initialisation Google play new Referrer API helps!
  30. 30. Device Ranking #FOWM#FOWM • It’s a BAD idea!! Why? - It’s useless to prevent even the simplest approaches to fraud. - It rejects legitimate organic conversions. - It’s an intrusion into users’ privacy. So?
  31. 31. Attribution Tracking Partners #FOWM#FOWM
  32. 32. Attribution Tracking Partners #FOWM#FOWM
  33. 33. Hamraz@sabacell.ir +98-9102261431
  • MohammadMadadkhani

    Dec. 29, 2018
  • alirezaalibakhshi

    Dec. 25, 2018

کارگاه آموزشی ابزارهای بهینه سازی تبلیغات دیجیتال توسط باهره همراز در چهارمین همایش آینده وب و موبایل

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