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MAU Vegas 2016 — The Secret Sauce in ROI Calculation

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Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 11:00am - 11:20am

At the end of the day, return on investment is your final and most important KPI. Yet it's also one of the most difficult things to measure - given the long list of other metrics that have to be considered and accurately calculated. Paul H Müller, Adjust's CTO, has spent a lot of time thinking about how to implement this for the analytics' company's clients and will be sharing their calculations, from end to end, in this session.
— Measuring the right revenues - and detecting the wrong ones
— How to attribute cost data to the right ad campaign cohorts
— How to weigh income against expense and find your ROI

Paul H. Müller, CTO / Co-Founder @ Adjust

Published in: Mobile
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MAU Vegas 2016 — The Secret Sauce in ROI Calculation

  1. 1. We make data work for you 1 MOBILE ATTRIBUTION ANALYTICS BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS 2016
  2. 2. We make data work for you Do you even ROI? understanding return on invest in mobile apps
  3. 3. We make data work for you Revenue: “How much is enough?”
  4. 4. We make data work for you 4 • e-commerce • profit vs. revenue vs. return rate • attribute cross channel • in-app purchases • verification, verification, verification • growth • value user invites, social sharing Step 1: Revenue
  5. 5. We make data work for you Cost: “It’s not about money. It’s about sending a message.”
  6. 6. We make data work for you 6 • media vs. opportunity cost • getting media cost • APIs vs. manual scrapping • consolidating and understanding cost Step 2: Cost
  7. 7. We make data work for you Attribution: “There are no coincidences, only the illusion of coincidences.”
  8. 8. We make data work for you 8 • understanding attribution models • user based vs. event based • attribution windows • re-engagement definitions • pitfalls • over-attribution • double claiming • fraud Step 3: Attribution
  9. 9. We make data work for you Math: “It’s not your fault.”
  10. 10. We make data work for you 10 • cohorts • click date vs. install date • cashflow vs. LTV Step 4: Math
  11. 11. We make data work for you 11 CO-FOUNDER & CTO Paul H. Müller paul@adjust.com adjust HQ BERLIN Saarbrücker Strasse 38a
 10405 Berlin
 Germany BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS www.adjust.com

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