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PA R I S
1 4 n o v e m b r e 2 0 1 9
MOBILE STRATEGY:
Dumb metrics to make you smarter
Jérôme Perani
VP Growth & Partnerships at Altice Media
ALTICE MEDIA GROUP IN FRANCE
1 800 employees
Key figures:
> 1000 journalists
15 TV channels
2 radio stations
2 press titles
AGENDA
1. FRENCH NATIONAL NEWS APPS : 2014-2019
2. KEY SUCCESS FACTORS
AGENDA
1. FRENCH NATIONAL NEWS APPS : 2014-2019
2. KEY SUCCESS FACTORS
APPS ARE GENERATING A TSUNAMI OF KPIS
Source : https://mobiledevmemo.com/the-uncomfortable-tension-between-brand-and-performance-marketing-on-mobile/
April 29, 2019
3 KPIS TO REPORT MEDIA APP PERFORMANCES TO YOUR CEO
› DAILY SESSIONS
› MONTHLY FREQUENCY = SESSIONS / MONTHLY ACTIVE USERS (MAU)
› STICKYNESS = DAU / MAU
WHY DAU / MAU IS SO IMPORTANT ?
MARCH 2004 : 65 %
MARCH 2019 : 66% !!!
Source : FACEBOOK – Worldwide data
Source : ACPM based on SNAPCHAT– France data
SEPTEMBER 2019 : 61% !!!
FRENCH NEWS APPS : HISTORICAL TRENDS
DAILY SESSIONS (MILLIONS) FROM 2014 TO 2019
3,2
3,7
4,3
4,8
4,4 4,4
0,6
0,6
0,7
0,8
0,6 0,6
2014 2015 2016 2017 2018 S1+T3 2019
3,8
4,4
5,0
5,5
5,0 5,0
Source : ACPM
MOBILE
TABLET
FRENCH NEWS APPS : HISTORICAL TRENDS
FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019
12,9
14,2
15,7
16,4 16,6 16,4
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE+
TABLET
Source : ACPM
FRENCH NEWS APPS : HISTORICAL TRENDS
FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019
13,5
15,3
16,9
17,4 17,5
17,1
10,3 10,1
11,1
12,1
12,4
12,7
12,9
14,2
15,7
16,4 16,6 16,4
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE
TABLET
MOBILE+
TABLET
Source : ACPM
FRENCH NEWS APPS : HISTORICAL TRENDS
STICKYNESS (DAU/MAU) FROM 2014 TO 2019
23,9%
25,1%
26,4%
27,8%
28,9% 28,9%
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE+
TABLET
Source : ACPM
FRENCH NEWS APPS : HISTORICAL TRENDS
FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019
24,4%
26,2%
27,6%
28,7%
29,7% 29,5%
21,8%
20,8%
21,8%
23,6%
24,6%
25,6%
23,9%
25,1%
26,4%
27,8%
28,9% 28,9%
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE+
TABLET
MOBILE
TABLET
Source : ACPM
FRENCH NEWS APPS : HISTORICAL TRENDS
WRAP UP
FROM 2014
TO 2019
SESSIONS +32%
FREQUENCY +27%
STICKYNESS +21%
Source : ACPM
AGENDA
1. FRENCH NATIONAL NEWS APPS : 2014-2019
2. KEY SUCCESS FACTORS
KEY SUCCESS FACTORS TO EXPLAIN MEDIA APP GROWTH
PUBLISHERS ARE WORKING A LOT !
APP STORE OPTIMISATION BETTER ONBOARDING
ENHANCED PUSH
NOTIFICATION & IN APP
MESSAGES STRATEGY
NEW TOOLS TO
ACCELERATE THE
[METRICS->ACTION] CYCLE
ASO IS A NEW DISCIPLINE AND REQUIRES DEEP EXPERTISE…
Source : Enric Pedró, CMO at Lab Cave, presenting at Mobile Spree Berlin 2019
https://www.slideshare.net/adjustslides/improving-your-profitability-success-and-organic-traffic-through-aso
… AS APP STORES ARE CHANGING A LOT
APP SUBSCRIPTION OFFER ARTICLE !
› EXPLANATION OF THE VALUE PROPOSAL OF THE APP
› COLLECTION OF USER DATA CONSENTS (new in 2019)
› REGISTRATION TO PUSH NOTIFICATION SERVICES
› DO NOT DISPLAY INTERSTITIAL DURING THE 1ST SESSION !
ON BOARDING : THINK ABOUT THE END USER
it's vital to optimize your app's first-time user experience
ON BOARDING : THE WASHINGTON POST
ON BOARDING : THE NEW YORK TIMES
PUSH NOTIFICATION STRATEGY IS A STICKYNESS ENGINE…
PUSH IS NOT A BREAKING NEWS SERVICE, IT IS A MOBILE CRM CHANNEL
› SEGMENTATION DEFINED BY
THE EDITORIAL TEAM
› SEGMENTATION BASED ON
USER PROFILE & BEHAVIOR
› RETARGETING CAPACITIES
… BOOSTED BY IN APP MESSAGES
EDITORIAL GOAL MARKETING GOAL VERY HIGH CTR
UP TO 18%
› ASO
› MOBILE CRM
› ATTRIBUTION
› ANALYTICS
IMPROVED TOOLS TO BETTER UNDERSTAND THE USER LIFECYCLE…
APP MARKETING STACK OF THE MEDIA BRANCH OF ALTICE FRANCE
COHORT ANALYSIS
…AND TO IMPROVE EFFICIENCY OF THE USER JOURNEY
NEXT CHALLENGE FOR PUBLISHERS
ALL WORLD CLASS APPS HAVE BUILD
APP BUSINESS INTELLIGENCE PLATFORM
WARNING:
ENGINEERING REQUIRED
Source : https://useracquisition.com/half-assed-to-world-class-part-2/
Jérôme Perani
VP Growth & Partnerships @ Altice Media

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Altice Média Customer Success - App store optimisation

  • 1. PA R I S 1 4 n o v e m b r e 2 0 1 9
  • 2. MOBILE STRATEGY: Dumb metrics to make you smarter Jérôme Perani VP Growth & Partnerships at Altice Media
  • 3. ALTICE MEDIA GROUP IN FRANCE 1 800 employees Key figures: > 1000 journalists 15 TV channels 2 radio stations 2 press titles
  • 4. AGENDA 1. FRENCH NATIONAL NEWS APPS : 2014-2019 2. KEY SUCCESS FACTORS
  • 5. AGENDA 1. FRENCH NATIONAL NEWS APPS : 2014-2019 2. KEY SUCCESS FACTORS
  • 6. APPS ARE GENERATING A TSUNAMI OF KPIS Source : https://mobiledevmemo.com/the-uncomfortable-tension-between-brand-and-performance-marketing-on-mobile/ April 29, 2019
  • 7. 3 KPIS TO REPORT MEDIA APP PERFORMANCES TO YOUR CEO › DAILY SESSIONS › MONTHLY FREQUENCY = SESSIONS / MONTHLY ACTIVE USERS (MAU) › STICKYNESS = DAU / MAU
  • 8. WHY DAU / MAU IS SO IMPORTANT ? MARCH 2004 : 65 % MARCH 2019 : 66% !!! Source : FACEBOOK – Worldwide data Source : ACPM based on SNAPCHAT– France data SEPTEMBER 2019 : 61% !!!
  • 9. FRENCH NEWS APPS : HISTORICAL TRENDS DAILY SESSIONS (MILLIONS) FROM 2014 TO 2019 3,2 3,7 4,3 4,8 4,4 4,4 0,6 0,6 0,7 0,8 0,6 0,6 2014 2015 2016 2017 2018 S1+T3 2019 3,8 4,4 5,0 5,5 5,0 5,0 Source : ACPM MOBILE TABLET
  • 10. FRENCH NEWS APPS : HISTORICAL TRENDS FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019 12,9 14,2 15,7 16,4 16,6 16,4 2014 2015 2016 2017 2018 S1+T3 2019 MOBILE+ TABLET Source : ACPM
  • 11. FRENCH NEWS APPS : HISTORICAL TRENDS FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019 13,5 15,3 16,9 17,4 17,5 17,1 10,3 10,1 11,1 12,1 12,4 12,7 12,9 14,2 15,7 16,4 16,6 16,4 2014 2015 2016 2017 2018 S1+T3 2019 MOBILE TABLET MOBILE+ TABLET Source : ACPM
  • 12. FRENCH NEWS APPS : HISTORICAL TRENDS STICKYNESS (DAU/MAU) FROM 2014 TO 2019 23,9% 25,1% 26,4% 27,8% 28,9% 28,9% 2014 2015 2016 2017 2018 S1+T3 2019 MOBILE+ TABLET Source : ACPM
  • 13. FRENCH NEWS APPS : HISTORICAL TRENDS FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019 24,4% 26,2% 27,6% 28,7% 29,7% 29,5% 21,8% 20,8% 21,8% 23,6% 24,6% 25,6% 23,9% 25,1% 26,4% 27,8% 28,9% 28,9% 2014 2015 2016 2017 2018 S1+T3 2019 MOBILE+ TABLET MOBILE TABLET Source : ACPM
  • 14. FRENCH NEWS APPS : HISTORICAL TRENDS WRAP UP FROM 2014 TO 2019 SESSIONS +32% FREQUENCY +27% STICKYNESS +21% Source : ACPM
  • 15. AGENDA 1. FRENCH NATIONAL NEWS APPS : 2014-2019 2. KEY SUCCESS FACTORS
  • 16. KEY SUCCESS FACTORS TO EXPLAIN MEDIA APP GROWTH PUBLISHERS ARE WORKING A LOT ! APP STORE OPTIMISATION BETTER ONBOARDING ENHANCED PUSH NOTIFICATION & IN APP MESSAGES STRATEGY NEW TOOLS TO ACCELERATE THE [METRICS->ACTION] CYCLE
  • 17. ASO IS A NEW DISCIPLINE AND REQUIRES DEEP EXPERTISE… Source : Enric Pedró, CMO at Lab Cave, presenting at Mobile Spree Berlin 2019 https://www.slideshare.net/adjustslides/improving-your-profitability-success-and-organic-traffic-through-aso
  • 18. … AS APP STORES ARE CHANGING A LOT APP SUBSCRIPTION OFFER ARTICLE !
  • 19. › EXPLANATION OF THE VALUE PROPOSAL OF THE APP › COLLECTION OF USER DATA CONSENTS (new in 2019) › REGISTRATION TO PUSH NOTIFICATION SERVICES › DO NOT DISPLAY INTERSTITIAL DURING THE 1ST SESSION ! ON BOARDING : THINK ABOUT THE END USER it's vital to optimize your app's first-time user experience
  • 20. ON BOARDING : THE WASHINGTON POST
  • 21. ON BOARDING : THE NEW YORK TIMES
  • 22. PUSH NOTIFICATION STRATEGY IS A STICKYNESS ENGINE… PUSH IS NOT A BREAKING NEWS SERVICE, IT IS A MOBILE CRM CHANNEL › SEGMENTATION DEFINED BY THE EDITORIAL TEAM › SEGMENTATION BASED ON USER PROFILE & BEHAVIOR › RETARGETING CAPACITIES
  • 23. … BOOSTED BY IN APP MESSAGES EDITORIAL GOAL MARKETING GOAL VERY HIGH CTR UP TO 18%
  • 24. › ASO › MOBILE CRM › ATTRIBUTION › ANALYTICS IMPROVED TOOLS TO BETTER UNDERSTAND THE USER LIFECYCLE… APP MARKETING STACK OF THE MEDIA BRANCH OF ALTICE FRANCE COHORT ANALYSIS
  • 25. …AND TO IMPROVE EFFICIENCY OF THE USER JOURNEY
  • 26. NEXT CHALLENGE FOR PUBLISHERS ALL WORLD CLASS APPS HAVE BUILD APP BUSINESS INTELLIGENCE PLATFORM WARNING: ENGINEERING REQUIRED Source : https://useracquisition.com/half-assed-to-world-class-part-2/
  • 27. Jérôme Perani VP Growth & Partnerships @ Altice Media