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Beyond Installs - Key Insights on Mobile Apps in India
The document presents key insights into the m-commerce landscape in India, highlighting challenges such as high click counts for installs, issues of double-counting installs, and the necessity for ongoing customer engagement optimization. It emphasizes the importance of comprehensive measurement to manage vendor attribution and suggests retargeting as a significant growth opportunity in the market. The findings are based on extensive data collection from a global study focused on m-commerce applications.
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Beyond Installs - Key Insights on Mobile Apps in India
- 1. BEYOND INSTALLS: KEY MARKETINSIGHTS FOR INDIA
- 2. MMP AND PARTNER 45K+2.3B+ 100+ DEVICES TRACKED GLOBAL FOOTPRINT APPS WITHSDK MCOMMERCE FOCUS MCOMMERCE CLIENTS NO CONFLICT OF INTEREST ABOUT APSALAR USA INDIA BRAZIL
- 3. 1. The m-commerceapp land grab is on! 2. It takes a lot more clicks to drive an install than you assume in your models 3. Double-counting credit for installs is costing you big money 4. Your business challenge definitely doesn’t stop with the install 5. Retargeting is the big opportunity for India 5 KEY INSIGHTS FOR INDIA
- 4. 1) THE M-COMMERCELAND GRAB IS ON! +32% Number of Phones with mCommerce Apps Q2 v. Q1 2015 Number of Installs Number of Events +27% +54%
- 5. • Massive globalstudy • 10 billion installs • 100 million IAPs • Data from January 1 2015 to May 31, 2015 2) IT TAKES A LOT OF CLICKS TO DRIVE AN INSTALL
- 6. INDIA CHALLENGED BYCLICK AND IAP FRAUD
- 7. 198 CLICKS TODRIVE AN INSTALL IN INDIA 198 • Global fraud issue exacerbated in India because of popularity of APK-based Installs and Internal Installs • Massive click counts: • Impeding ability to optimize and assess media performance • Radically increasing measurement costs with vendors that charges of every click • Comprehensive measurement including FB and third- party app stores is essential
- 8. I DROVE IT! IDROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! I DROVE IT! 3) DOUBLE-COUNTING OF INSTALLS IS A SIGNIFICANT ISSUE • Any media company that touches a consumer will believe they deserve payment for the install • Tracking vendor performance particularly challenging because Indian companies work with so many vendors • Without comprehensive ongoing measurement and attribution, Indian companies are paying 2-,3-,4- times for the same transaction or install
- 9. Challenge • Leading Indianonline retailer believed they were paying twice or three times for installs because multiple vendors were taking credit. Solution • Implement Apsalar Attribution to track which vendors deserved credit for an install. Results • By crediting installs to only one vendor, Apsalar was able to reduce average CPI by 21%. • Apsalar also provided counts of attributed installs to vendors to eliminate data discrepancies. WITHOUT APSALAR WITH APSALAR AVERAGE CPI 21% LOWER CASE STUDY: ELIMINATING DOUBLE-COUNTING REDUCES CPI BY 21%
- 10. APPS PER PHONES APPS USED WEEKLY APPS UNUSED 617.1 53.9 4) THE CHALLENGE DOESN’T STOP WITH THE INSTALL Source: Nielsen
- 11. APSALAR DATA SHOW:IT’S ALL ABOUT THE STATE OF YOUR CUSTOMER FUNNEL The Dream Funnel The Upside-Down Umbrella The Where is It Funnel? The Bulging Funnel Optimization of user experience is proving critical for Indian app marketers MANY BRANDS DON’T KNOW WHERE THEIR BOTTLENECKS ARE!
- 12. SUCCESS IS ABOUTPROGRESSIVE ENGAGEMENT OPTIMIZATION App Customer Life Cycle Planning AUTHENTICATION EVENTS ENGAGEMENT EVENTS INTENT EVENTS CONVERSION EVENTS Authentication Events: Who am I? Engagement Events: Am I actually using the app? Intent Events: Am I gradually moving toward making a purchase? Conversion Events: Not just that I purchased. What did I purchase, and what drove me to buy now? Content to help brands uncover the opportunities to optimize
- 13. LONG-TERM MEASUREMENT MATTERS •Maximum 30-day measurement windows causing serious problems for mcommerce businesses globally • Problematic for retail, finance, travel, on-demand services • Purchase cycles longer • Objective is to build ongoing customer relationships • Since installs are a very poor predictor of future revenue, many companies are struggling to drive revenue and optimize
- 14. 5) RETARGETING THEBIG OPPORTUNITY FOR INDIA Acquisition to Retargeting Spend Ratio Acquisition, 73% Retargeting, 27% USA Acquisition, 84% Retargeting, 16% EU Acquisition, 99% Retargeting, 1% INDIA
- 15. RETARGETING DRIVING GREATRETURNS WORLDWIDE IN KEY INDIAN CATEGORIES ROI FROM RETARGETING On Demand Services Travel Retail Subscription Services Low IAP Penetration Games High IAP Penetration Games Utility Apps
- 16. THINK MORE BROADLYTHAN JUST SINGLE- EVENT-BASED RETARGETING… CATEGORY CUSTOMERS LIFESTYLE/LIFE STAGE BRAND AFFINITY BUYING STAGE BUYER DECILES LAPSED CUSTOMERS
- 17. CRM PUSH NOTIFICATIONS MESSAGE CENTER eWALLET MKTG AUTOMATION DATA-DRIVEN DECISIONING REMEMBER: RETARGETING ISMORE THAN AN AD TARGETING STRATEGY
- 18. 1. The m-commerceapp land grab is on! 2. It takes a lot more clicks to drive an install than you assume in your models 3. Double-counting credit for installs is costing you big money 4. Your business challenge definitely doesn’t stop with the install 5. Retargeting is the big opportunity for India 5 KEY INSIGHTS FOR INDIA
- 19. What to MeasureHowto ChooseWhat to Watch For WWW.APSALAR.COM/RESOURCES/ Plus 26 Other Whitepapers and Cheatsheets