Presentation about most popular tools and frameworks used nowadays in the mobile app marketing, importance of thinking about analytics in the early stages of development, with an intro that shows the current trends in the app ecosystem. Quick overview of the mobile growth loop and its three main phases: acquisition, retention and monetization.
Mobile marketing 101
Startit centar, January 2016
Director of User Acquisition
• 10 years in digital marketing
• 3 years in Nordeus, 7 months in
GameHouse, one of the leading EU
casual game developers and publishers
• Managed over $30M of digital advertising
spend so far
In 2015, more people owned mobile phones than toothbrushes.
2.1 million apps on the Apple App Store
~1,700 new applications are released to App Store each day.
About 73% of the apps and games are free.
Paid apps have an average price of $1.03.
Latest App Store data
● Apple customers spent over $1.1B on apps and in-app purchases in the two weeks
ending January 3rd
● Over $20B was spent on the App Store in 2015.
● Over one-third of the overall App Store revenues in the last 7 years was generated in
>1.4 Billion monthly active users
>2 Million apps on Google Play
More than 80% of overall app revenue comes from games
Facebook mobile measurement partners:
Other attribution solutions:
• Google Play UTM tracking
• iTunes App Analytics
• Facebook SDK
Most important features of mobile
• Track the source of install
• Send in app events to advertising agencies and networks
• Track and send app events user IDs and other user details to our data warehouse
• Get cost data from acquisition sources
• Platform universal “smart URLs”
How to improve retention?
• Release a great app. Build a brand around it.
• Create an onboarding process and optimize it
• A/B test first-time user experience
• Listen to you customers and keep improving the game based on their feedback
• Create automated and personalised push notification & emails
• Connect with your customers on various touch points (Social media, blog,
○ In-app purchases (Subscriptions, virtual goods, paywalls, etc.)
○ In-app advertising (Selling traffic, user data, etc.)
● Various combinations of these two models
Revenue (overall/per user/cohort)
Revenue per user (ARPU, DARPU, ARPPU, DARPPU)
Number of paying users
Transactions per user
*Per platform/country/game/acqusition channels….