TapSense is a marketing platform that helps companies acquire high-quality mobile users through paid distribution channels. The document provides best practices for mobile user acquisition, including optimizing campaigns for revenue not cost per download, focusing on quality and scale, using internal business data to drive ads, and finding partners who understand a company's goals. It also introduces TapSense's new product called M3 Cloud, which provides conversion tracking and analytics to help optimize mobile marketing campaigns.

1. How to Acquire High Quality
Users for Social Commerce Apps
Gregory Kennedy | VP of Marketing, TapSense

2. App Marketing Challenge
• Millions of apps in the store
• Distributions models fragmented
• Market is extremely competitive
TapSense is solving the app discovery problem

3. What is Working
• Consumers love apps and ad inventory increasing
• Paid distributed provides consistent results
• High quality acquisition methods – Beyond CPI

4. Conversion tracking graveyard
• Too many small players
• Confusing and complex
• Customers just want a system that works

5. Announcing Our New Product
M3 Cloud
• Conversion tracking for mobile apps
• Mobile to web tracking of purchases
• Optimize campaigns to revenue
• Cohort analysis
24 / 7 Online
reporting gives
you the latest
data about
your marketing
performance

6. Out of the Box Channel Support
Channel Name Conversion Tracking iOS Monthly Unique Reach
Apps Channel YES 200 Million +
Facebook YES 150 Million +
Google / Admob YES 90 Million +
PayPal Media YES 30 Million +
UberMedia YES 40 Million +
Others Integration Required

7. iPhone User Demographics (Forrester)
• 250 Million sold and 80% of them in the US
• 56% are aged 23 to 45
• Even Split Male / Female
• Avg annual household income $105,200 (NBC News $77,220)
• Clustered in affluent metros: SF, LA, NY, SEA, ATL, CHI, etc.
h"p://techcrunch.com/2012/09/26/forrester-­‐iphone-­‐app-­‐users-­‐young-­‐and-­‐wealthy-­‐android-­‐app-­‐users-­‐skew-­‐older/

8. Why Advertise?
It’s the only way to get consistent and
measureable results, that will grow your business.

9. And mobile is significantly cheaper than PC
TapSense Google Adwords PC Display Banners
Avg. CPC $0.05 to $0.40 $1.04 $0.35
Avg. CTR 2.43% 0.40% 0.05%
Avg. Conversion Rate 7% to 11% 5.30% 0.6%
Avg. Cost per Conversion $3.46 $19.74 $58.3
Averages based on TapSense Platform Data and Tapsense Research from publicly available data.

10. The Winning Strategy for Retail
Move your web business to mobile, and acquire
high value users for cheap.

11. This Opportunity Won’t Last Forever
• TapSense avg. monthly CPC has almost doubled YoY
• Acquisition costs for high quality users are going up
Current Rates Expected Monthly Volume
iPhone CPC $0.15 45M + Clicks
iPhone CPC $0.10 15M to 45M Clicks
iPhone CPC $0.05 0 to 15M Clicks

12. Consumers Love to Shop From Their Smartphone
• 16.3% of 2012 Black Friday sales came from mobile
• Up a full 20.7% from 2011
h"p://tech.fortune.cnn.com/2012/11/25/apple-­‐ipad-­‐black-­‐friday/

13. “A whopping 56% of all of Fab’s
revenue in the U.S. was via our
mobile apps on Christmas in the
U.S. — a new single day record.”
Jason Goldberg,
CEO of Fab

14. 10 Mobile Acquisition Best Practices for Retail

15. Ten Acquisition Best Practices for Retail
1. Optimize to Revenue not CPD
Revenue ROI CreaGve
Name Installs Ad
Spend CPD
$4,506.06
96.0% iPhone
CreaGve
A 650 $4,693.94
$7.22
$3,542.69
74.7% iPhone
CreaGve
B 1044 $4,743.98
$4.54
$3,231.67
72.9% iPhone
CreaGve
C 741 $4,431.32
$5.98
$2,433.91
46.9% iPhone
CreaGve
D 953 $5,193.40
$5.45

16. Ten Acquisition Best Practices for Retail
2. Provide a Clear Mobile Value Proposition
Low Performer Top Performer
Pinterest has Provides clear
limited appeal for value proposition
this audience with iPad user

17. Ten Acquisition Best Practices for Retail
3. Plan for Seasonality
• Christmas Day
• Black Friday
• Cyber Monday
• Back to School
• Fall Fashion
• Chinese New Year

18. Ten Acquisition Best Practices for Retail
4. Make Acquisition Part of Larger Strategy
These ads show good alignment between acquisition and
larger marketing efforts.

19. Ten Acquisition Best Practices for Retail
5. Keep Ad Copy and Messaging Simple

20. Ten Acquisition Best Practices for Retail
6. Use Cohort Analysis to Identify Trends
Example: identify best
performing channels
return on revenue

21. Ten Acquisition Best Practices for Retail
7. Use Internal Business Data to Drive Marketing
• Feature popular entry level items in advertisements
• Use product variety to interest new users
• Know your customer purchase cycle and advertise around it

22. Ten Acquisition Best Practices for Retail
8. Focus on Quality and Scale
TapSense Source A Source B Source C
Avg. CTR 1.5% 0.05% 0.33% 0.81%
Avg. CVR 1.88% 1.0% 18% 0.89%
Avg. CPA $5.72 $6.24 $4.5 $7.59
Spend $179,530 $27,791 $9,243 $30,010
Conversions 33,821 4,456 2,043 3,949
TapSense was the only channel that delivered high quality
users at scale.
Blinded
campaign
data
from
TapSense
campaigns
that
ran
over
a
15
day
period.

23. Ten Acquisition Best Practices for Retail
9. Test and Optimize Your App Store Page

24. Ten Acquisition Best Practices for Retail
10. Find Partners Who Speak Your Language
TapSense Solution for Mobile Retail
• Conversion Tracking
• Optimize to Revenue
• Cohort Analysis
• Acquire Shoppers not Users

25. Contact Us:
Gregory Kennedy
P 415.341.5762
E gregory@tapsense.com
www.tapsense.com