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Mobile marketing 101 - January 2016

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 - January 2016

  1. 1. Mobile marketing 101 Startit centar, January 2016 Ratko Bozovic Director of User Acquisition GameHouse ratkob@gmail.com
  2. 2. About me • 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
  3. 3. > In 2015, more people owned mobile phones than toothbrushes.
  4. 4. iOS 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. Source
  5. 5. 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 2015.
  6. 6. Android >1.4 Billion monthly active users >2 Million apps on Google Play Source
  7. 7. More than 80% of overall app revenue comes from games
  8. 8. Source
  9. 9. Competition on the app stores
  10. 10. 30% of the gaming revenue goes to mobile, it will become the majority in the next 5 years
  11. 11. 593 game companies earned more than $1 million on the Apple App Store in annual revenue in 2014. In 2015 that number grew to 694.
  12. 12. Acquisition costs are rising
  13. 13. Mobile growth Acquisition – Retention - Monetization
  14. 14. Mobile Analytics
  15. 15. https://mparticle.com/PeriodicTable
  16. 16. Online marketing tools
  17. 17. Online marketing tools
  18. 18. Source: First Partner
  19. 19. Mobile analytics solutions Free: ● Flurry ● Google Analytics ● Game Analytics *Paid: ● Mixpanel ● Upsight ● Amplitude ● Omniata ● Parse ● Localytics ● Tune ● NinjaMetrics *Paid: ● DeltaDNA ● Honey Tracks ● Amazon Mobile Analytics ● Heap Analytics ● Countly ● Taplytics ● Appuri ● ... *Some paid platforms are free below a certain number of MAU
  20. 20. How mobile attribution works
  21. 21. Mobile attribution Facebook mobile measurement partners: • AppsFlyer • Adjust • Kochava • Localytics • Apsalar • Adways • CyberZ Other attribution solutions: • Google Play UTM tracking • iTunes App Analytics • Facebook SDK • Tune • Branch • Flurry • ...
  22. 22. Most important features of mobile attribution service • 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” • ...
  23. 23. How some people see User Acquisition
  24. 24. How we see User Acquisition Positive ROI
  25. 25. Acquisition channels Free (organic) Paid (non-organic)
  26. 26. Organic channels ASO, press & blogger outreach, app store featuring, cross-promotion, influencers, IP licensing, referrals, content marketing, retargeting existing user database (email, SMS)...
  27. 27. Organic: ASO Remind users to rate your app. Test everything! Everything = App name, icon, screenshots, trailer, description, keywords… Free tool for A/B testing: Google Play Experiments
  28. 28. Acquisition KPIs CPI<LTV ROI=LTV-CAC CPI – Cost Per Install LTV – Life Time Value CAC – Customer Acquisition Cost ROI – Return On Investment
  29. 29. Acquisition KPIs CPI < LTV Effective CPI < overall user’s LTV in all your apps
  30. 30. Other acquisition KPIs *Per channel/platform/country/cohort
  31. 31. Acquisition channels …and couple of hundreds more mobile agencies and networks.
  32. 32. Acquisition targeting
  33. 33. Acquisition targeting
  34. 34. Volume of traffic vs CPI
  35. 35. Optimization of acquisition campaigns • Creative testing • Target testing • Bid adjustments • Sub-publisher optimization • …
  36. 36. Common acquisition problems • SDK integrations • Data discrepancies • Scaling the campaigns while maintaining positive ROI • Determining LT and LTV • Including virality in calculations
  37. 37. Retention
  38. 38. 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, newsletter, etc.)
  39. 39. Monetization ● Paid ● Freemium ○ In-app purchases (Subscriptions, virtual goods, paywalls, etc.) ○ In-app advertising (Selling traffic, user data, etc.) ● Various combinations of these two models
  40. 40. Monetization
  41. 41. Monetization KPIs Revenue (overall/per user/cohort) Revenue per user (ARPU, DARPU, ARPPU, DARPPU) Number of paying users Conversion rate Transactions per user User LTV … *Per platform/country/game/acqusition channels….
  42. 42. Getting to positive ROI
  43. 43. Source
  44. 44. Thank you! ratkob@gmail.com

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