The document outlines Andy Carvell's mobile growth stack, which is a framework for acquiring, engaging, retaining, and monetizing mobile users. The stack includes components for acquisition like app store optimization, social media, paid channels, and virality. Engagement is supported by onboarding, push notifications, and CRM. Monetization involves in-app purchases, ads, subscriptions. Analytics encompass attribution, funnels, testing. The stack is illustrated for SoundCloud and Clash of Clans mobile apps.

1. The Mobile Growth
Stack
Andy Carvell
soundcloud.com/acarvell
@andy_carvell

2. Designed and built for
Creators
Tools to engage with their
Audiences
For everyone
!
Everywhere

4. MOBILE GROWTH STACK
Acquisition
Engagement
&
Retention
Monetization
Analytics
Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
!
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
!
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
!
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
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Community

5. ANALYTICS
Analytics
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling

6. ACQUISITION
Acquisition Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g

7. A/B TESTING OF APP STORE ASSETS

8. CARRIER + OEM PARTNERSHIPS

9. INTEGRATIONS = MULTIPLIERS

10. CROSS-PROMOTION

11. ENGAGEMENT &
RETENTION
Engagement
&
Retention
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
!
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g
Community

12. ONBOARDING

13. CRM (email, push, etc)
Messages should be…
!
Relevant:
channel
information
Timely
Personalized

14. MONETISATION
Monetization
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
!
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
!
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
R
e
t
a
r
g
e
t
i
n
g

15. MONETISATION

16. Mobile Growth Stack - SoundCloud
Acquisition
Engagement
&
Retention
Monetization
Analytics
Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships +
Integrations
(inc. carriers,
OEMS, SN
Widgets)
VIRAL
(invites, shares/
integrations)
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
!
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
!
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
!
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
e
t
a
r
g
e
t
i
n
g
Community

17. Mobile Growth Stack - Clash of
Clans
Acquisition
Engagement
&
Retention
Monetization
Analytics
Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
!
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
!
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
!
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
e
t
a
r
g
e
t
i
n
g
Community

18. FEEDBACK?
!
QUESTIONS?
!
SUGGESTIONS TO
IMPROVE THE
STACK?

19. Thanks!
Andy Carvell
soundcloud.com/acarvell
@andy_carvell