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Paolo Zanzottera en The Inbounder: 'Historia de una app'

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Ponencia de Paolo Zanzottera en The Inbounder sobre el éxito de una app.

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Paolo Zanzottera en The Inbounder: 'Historia de una app'

  1. 1. @zanzottera AN APP STORY PAOLO ZANZOTTERA #theinbounder Ponencia en inglés - Ponte los
  2. 2. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  3. 3. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist
  4. 4. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist Digital Evangelist
  5. 5. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist Digital Evangelist Speaker & Author
  6. 6. AN APP An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  7. 7. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  8. 8. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  9. 9. But not… An App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  10. 10. But not… An App Story is not a Love Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  11. 11. It’s often a nightmare An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  12. 12. 4M Apps in the stores Source: statista.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  13. 13. kjbkj People Working in the App Economy Source: App Economy Forecasts 2014-2017 | VisionMobile An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  14. 14. kjbkj People Working in the App Economy Source: App Economy Forecasts 2014-2017 | VisionMobile An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder +800.000 New jobs each year globally
  15. 15. Approaching a starving Market Photo by: Ivars Krutainis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  16. 16. Source: Developer Megatrends 2015 - Vision Mobile Living under poverty line An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  17. 17. Source: appbrain.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  18. 18. Source: appbrain.com 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  19. 19. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  20. 20. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  21. 21. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads Just 3 of 1.000 Paid Apps reached 100.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  22. 22. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads Just 1,7% of Free Apps reached 500.000+ downloads Just 3 of 1.000 Paid Apps reached 100.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  23. 23. App Stores are huge Distribution Channels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  24. 24. It’s an old story, but still emblematic An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  25. 25. It’s an old story, but still emblematic AOL reached 1MU after 9 year An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  26. 26. It’s an old story, but still emblematic Facebook reached 1MU after 9 months An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  27. 27. It’s an old story, but still emblematic Draw Something reached 1MU after 9 days An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  28. 28. Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  29. 29. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  30. 30. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn
  31. 31. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn $120 Bn Market
  32. 32. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market
  33. 33. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
  34. 34. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
  35. 35. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
  36. 36. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  37. 37. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  38. 38. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself It's a successful business model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  39. 39. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself It's a successful business model where the App is a powerful tool An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  40. 40. The App is your lever Archimedes: give me a lever and I shall move the world An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  41. 41. The App is your lever Archimedes: give me a lever and I shall move the world An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Developer: give me an App and I shall move the business plan
  42. 42. Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  43. 43. You didn’t download Uber for its UI or animations Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  44. 44. You didn’t download Uber for its UI or animations You downloaded Uber Business Model Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  45. 45. The App is the door to your business model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Kelly Sikkema
  46. 46. We should not have an “App Idea” An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
  47. 47. We should not have an “App Idea” We should have a “Business Model Idea” An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
  48. 48. We should not have an “App Idea” We should have a “Business Model Idea” considering how the mobile can leverage it An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
  49. 49. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  50. 50. App Story Problem: booking medical examinations An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  51. 51. App Story 2 ways to book: An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  52. 52. App Story 2 ways to book: Phone Calls Waiting times Office Times Take & Run An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  53. 53. App Story 2 ways to book: Phone Calls Waiting times Office Times Take & Run Direct Waiting times Office Times Parking & Movement Costs An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  54. 54. App Story Solution An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  55. 55. App Story Solution An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  56. 56. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  57. 57. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  58. 58. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  59. 59. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  60. 60. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  61. 61. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  62. 62. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  63. 63. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  64. 64. BP Idea: waiting time in marketing time FOTO TOTEM OSPEDALE App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  65. 65. App Story - Marketing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  66. 66. App Story - Marketing You don’t have to create a marketing strategy for your App An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  67. 67. App Story - Marketing You don’t have to create a marketing strategy for your App but for your Business Model, with the App in the centre An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  68. 68. App Story - Marketing You don’t have to create a marketing strategy for your App but for your Business Model, with the App in the centre An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  69. 69. App Story - Marketing - OOH An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  70. 70. App Story - Marketing - OOH An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  71. 71. App Story - Marketing - WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  72. 72. App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  73. 73. App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp Keep your WebApp open and “crawlable" An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  74. 74. App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp Always track any click to the stores when you’ve the link control Keep your WebApp open and “crawlable" An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  75. 75. App Story - Marketing - WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Always track any click to the stores when you’ve the link control
  76. 76. App Story - Marketing - Hospital Website
  77. 77. App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
  78. 78. App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
  79. 79. App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
  80. 80. App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  81. 81. With a web Page Not just Badges and WebApp links App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  82. 82. You will have more control on the User Agent: Desktop TO WebApp Mobile TO App With a web Page Not just Badges and WebApp links App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  83. 83. With a web Page Not just Badges and WebApp links Better SEO results App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  84. 84. App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Same old SEO Strategies
  85. 85. Same old SEO Strategies App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  86. 86. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  87. 87. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page
  88. 88. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect
  89. 89. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect The Wifi Login Page is like Cacio on Maccheroni for an App
  90. 90. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect The Wifi Login Page is like Cacio on Maccheroni for an App You can measure it accurately with public wifi IP
  91. 91. App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  92. 92. App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Traditional ASO: Icon, Screenshots, Description, Tag Keyword
  93. 93. App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Traditional ASO: Icon, Screenshots, Description, Tag Keyword App Indexing
  94. 94. App Story - Marketing - ASO & APP Indexing Competitor keyword analysis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  95. 95. App Story - Marketing - ASO & APP Indexing Keyword ranking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  96. 96. App Story - Marketing - ASO & APP Indexing Monitor your ranking in your Category An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  97. 97. App Story - Marketing - SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  98. 98. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder App Story - Marketing - Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  99. 99. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder App Story - Marketing - Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  100. 100. App Story - Marketing - Offline Events Monitoring offline events download with hourly ranking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  101. 101. App Story - Marketing - Offline&Online Media with no € An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  102. 102. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  103. 103. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  104. 104. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  105. 105. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  106. 106. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  107. 107. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  108. 108. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  109. 109. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  110. 110. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model Out of Home Marketing WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  111. 111. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model Out of Home Marketing WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  112. 112. App Story- Measure An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  113. 113. App Story- Measure Measure what is measurable and make measurable what is not An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  114. 114. App Story - Measure When you measure an App work on 3 levels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  115. 115. App Story - Measure When you measure an App work on 3 levels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  116. 116. App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  117. 117. App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS APP ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  118. 118. App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS APP ANALYTICS CUSTOM ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  119. 119. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  120. 120. Your Distribution Channel is the focus App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  121. 121. Your Distribution Channel is the focus Try to link report to marketing activities App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  122. 122. Your Distribution Channel is the focus Try to link report to marketing activities Use always campaign tracking links App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  123. 123. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  124. 124. App Story - Measure - App Store Analytics Offline Events Offline & Online Media An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  125. 125. App Story - Measure - App Store Analytics Offline Events Offline & Online Media SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  126. 126. App Story - Measure - App Store Analytics Offline Events Offline & Online Media Out of Home SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  127. 127. App Story - Measure - App Store Analytics Offline Events Offline & Online Media Out of Home Offline Events SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  128. 128. App Story - Measure - App Store Analytics Hospital Website Hospital Wi-Fi Offline Events Offline & Online Media Out of Home Offline Events SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  129. 129. App Story - Measure - App Store Analytics Treat your App Store page as a Pre-Conversion Page An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  130. 130. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  131. 131. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  132. 132. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  133. 133. App Story - Measure - App Store Analytics Compare your Distribution Channels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  134. 134. App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  135. 135. App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  136. 136. App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  137. 137. App Story - Measure - App Store Analytics DOWNLOAD RETENTION An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  138. 138. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  139. 139. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  140. 140. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  141. 141. App Story - Measure - App Store Analytics On GP it’s essential to answer and interact with reviews An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  142. 142. App Story - Measure - App Store Analytics On GP it’s essential to answer and interact with reviews H2H Marketing: Answer to 1 to Inform 100 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  143. 143. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  144. 144. App Story - Measure - App Store Analytics GP provides more quantitative informations compared to Apple An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  145. 145. App Story - Measure - App Store Analytics Apple provides more flexibility in terms of segmentations and date intervals GP provides more quantitative informations compared to Apple An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  146. 146. App Story - Measure - App Store Analytics Apple provides more flexibility in terms of segmentations and date intervals GP provides more quantitative informations compared to Apple GP let you be closer to your audience as you can answer to reviews An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  147. 147. App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  148. 148. App Story - Measure - App Analytics Fix your KPIs According to your Business Plan An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  149. 149. App Story - Measure - App Analytics Fix your KPIs According to your Business Plan Not Page Tracking is Event Tracking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  150. 150. App Story - Measure - App Analytics Fix your KPIs According to your Business Plan Not Page Tracking is Event Tracking There aren’t magic formulas An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  151. 151. App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  152. 152. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  153. 153. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  154. 154. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate Smartphones are the real Personal Computers An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  155. 155. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate Smartphones are the real Personal Computers App IDs not cookies An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  156. 156. App Story - Measure - App Analytics KPI: Providers An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  157. 157. App Story - Measure - App Analytics KPI: Providers Try to understand the context during the App usage An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  158. 158. App Story - Measure - App Analytics KPI: Providers Try to understand the context during the App usage Analytics reports are nothing without analysis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  159. 159. App Story - Measure - App Analytics This is your analytics software An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  160. 160. App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  161. 161. App Story - Measure - App Analytics But Analysts are the real Heroes An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  162. 162. App Story #1 - Measure Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  163. 163. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Booked Medical Examinations
  164. 164. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Searches Unique Searches
  165. 165. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Compared Analysis: Booked vs Searched
  166. 166. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Days between medical examination booked and completed
  167. 167. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Custom Analytics -> Custom Segmentations
  168. 168. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Days between medical examination (for a fee) booked and completed
  169. 169. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Public Visits distance Days between public medical examination booked and completed
  170. 170. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months
  171. 171. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download
  172. 172. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp
  173. 173. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users
  174. 174. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users 25.000+ Booked Medical Visits
  175. 175. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users 25.000+ Booked Medical Visits 200.000+ Searches
  176. 176. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (qualitative) first 12 months
  177. 177. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months
  178. 178. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++
  179. 179. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+
  180. 180. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+ No show 1% (Hospital 4% - National 10%)
  181. 181. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+ No show 1% (Hospital 4% - National 10%) Before: my mom booked medical examination for me, now I book them for her
  182. 182. GRACIAS #theinbounder @zanzottera PAOLO ZANZOTTERA

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