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HOW TO COMBINE WEB AND APP
IN A UA STRATEGY
The rise of cross-device as a title
2
It’s happening...
Game of Marketers
3
Marketers MMPs
AMs SANs
The future in 10 years
4
+ Offline tracking
+ Accurate location
+ Proper cross-device
+ Image recognition as
user identifi...
Privacy
5
We want sophisticate solutions that track every step
Luis Guzmán
Head of web marketing @ Glovo
6
“How do I know if I need to incorporate web in
my UA strategy?
7
- Buying lifecycle is > 7 days
- Markets with more than 5...
Persuasion phases
8
Attention
Discoverability
Interest
Trust
Creative
Web / App Store
Install / Sign up
Conversion
Persuasion phases
9
Discoverability
● Higher engagement for
new users (+34% more
restaurants visited).
● Faster transition...
Persuasion phases
10
Conversion
● 18% higher CVR for new
users (Purchase).
● 12% less abandoned
carts.
● Push the new user...
Examples
11
~80% of consumers start an activity on one device and
finish it on another
Industry examples:
- eCommerce
- Tr...
Do I really need web?
12
- Understand your market (desktop/mobile trends).
- Which platforms are your competitors using (U...
Coming back to cross-device...
How it works
14
First touch Last touchSecond touch
If you decide to start using web you need to properly track your users
How it works
15
First touch
- Cookies
- Browser
- Web
- Location
- IP
Last touch
- Device ID
- Platform
- Device fingerpri...
“
In a multi-device, multi-channel world of billions of online and
offline consumers, perfecting cross-device attribution ...
Available solutions
- Deterministic
matching
Assign and follow an
user with an unique
identifier. (email)
- Probabilistic
...
Key takeaways
18
- WSTI: Web sessions to install rate.
- Measure and create cohorts of your cross-device and single-device...
THANKS!
ANY QUESTIONS?
You can find me at:
▪ @lguz
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How to combine web and app in a UA strategy

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Luis Guzmán, Head of Web Marketing at Glovo, presenting at Mobile Spree Berlin 2019 - What's the role of the web in a user acquisition campaign for mobile-first products. How companies in different verticals take advantage of both platforms to acquire users. The dynamics of where the user is acquired and where it converted. How to measure cross-platform activities. Behavioral differences between platforms according to the stage of the user.

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How to combine web and app in a UA strategy

  1. 1. HOW TO COMBINE WEB AND APP IN A UA STRATEGY
  2. 2. The rise of cross-device as a title 2 It’s happening...
  3. 3. Game of Marketers 3 Marketers MMPs AMs SANs
  4. 4. The future in 10 years 4 + Offline tracking + Accurate location + Proper cross-device + Image recognition as user identifier Nano Drones as MMPs
  5. 5. Privacy 5 We want sophisticate solutions that track every step
  6. 6. Luis Guzmán Head of web marketing @ Glovo 6
  7. 7. “How do I know if I need to incorporate web in my UA strategy? 7 - Buying lifecycle is > 7 days - Markets with more than 50% desktop share - Markets with less than 40% of smartphone penetration
  8. 8. Persuasion phases 8 Attention Discoverability Interest Trust Creative Web / App Store Install / Sign up Conversion
  9. 9. Persuasion phases 9 Discoverability ● Higher engagement for new users (+34% more restaurants visited). ● Faster transition into consideration phase. ● Higher cvr (signup) in certain markets. Up to 29%.
  10. 10. Persuasion phases 10 Conversion ● 18% higher CVR for new users (Purchase). ● 12% less abandoned carts. ● Push the new users to download the app (39%).
  11. 11. Examples 11 ~80% of consumers start an activity on one device and finish it on another Industry examples: - eCommerce - Travel - Food Industry
  12. 12. Do I really need web? 12 - Understand your market (desktop/mobile trends). - Which platforms are your competitors using (Untapped channels). - How long your buying cycle is. Straightforward vs slow purchase decision. - Do you need to be present in most of the user contexts? (different devices/times/activities). - The end and long term goal should be app always.
  13. 13. Coming back to cross-device...
  14. 14. How it works 14 First touch Last touchSecond touch If you decide to start using web you need to properly track your users
  15. 15. How it works 15 First touch - Cookies - Browser - Web - Location - IP Last touch - Device ID - Platform - Device fingerprint - Location - IP Second touch - Device ID - Browser - Mobile web - Device fingerprint - Location - IP There is no accurate way to identify the same user across different devices.
  16. 16. “ In a multi-device, multi-channel world of billions of online and offline consumers, perfecting cross-device attribution will never be achieved – it can only be improved. 16
  17. 17. Available solutions - Deterministic matching Assign and follow an user with an unique identifier. (email) - Probabilistic matching ML learning model to identify users across different platforms without the need of an ID. - Hybrid approach Take advantage of both by using past data of the same user. 17
  18. 18. Key takeaways 18 - WSTI: Web sessions to install rate. - Measure and create cohorts of your cross-device and single-device users. - There could be a cost of not sending the user to the app, so you need to be careful with how much of your budget to put on web targeting. - Retention of only web users is usually lower, but the AOV is higher, you need to find a balance by analyzing the LTV of each cohort to decide how to split your budget. - You can have a platform that works really well acquiring (first touch) and other that works better converting (last touch). Be aware of this dynamics to connect your UA and re-engagement strategy. - Adjust web SDK V2
  19. 19. THANKS! ANY QUESTIONS? You can find me at: ▪ @lguz

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