With so many options sometimes it's hard deciding which strategy you should follow to advertise your app. In this presentation I'll share my experience on how to choose which channel to focus on, optimise traffic sources and campaigns, and understand your data.

1. Evaluating App Channels
App Promotion Summit, Berlin 2016
Gessica Bicego, @minigloo, Head of Performance Marketing

2. transforms the key insights from the
best nonfiction books into a format
that you can read or listen to in just
15 minutes

4. Our purpose is
to inspire
people to keep
learning

5. The challenge: I really
don’t know what to do
with this money

6. Analyse
Prioritise
Scale

7. Analyse

8. Understand your product

9. Understand your product
Understand your audience

10. Genuine
Explorer
Exploration
Revisit and refresh
Joy of reading
Knowledge
Hunter
Learning
Save Time
Revisit and refresh

11. Understand your product
Understand your audience
Understand the market

12. Understand your product
Understand your audience
Understand the market
Understand your funnel

13. Understand your product
Understand your audience
Understand the market
Understand your funnel
Analyse your data

14. Prioritise

15. What do you
do when you
have so many
choices?

16. 1. Evaluate and rate channels

17. channel potential
resources
product fit
difficulty
scalability

18. ADWORDS FB OUTBRAIN AFFILIATE
Potential 5 5 4 3
Scalability 3 5 4 3
Difficulty 5 4 2 3
Fit 2 4 5 5
Resources 5 3 1 4
TOTAL 20 21 16 18

19. 1. Evaluate and rate channels
2. Pick the right channels

20. - Use the scores
- Pick your fights
- Long term strategy
- Limited Resources
- The gut feeling
ADWORDS FB OUTBRAIN AFFILIATE
Potential 5 5 4 3
Scalability 3 5 4 3
Difficulty 5 4 2 3
Fit 2 4 5 5
Resources 5 3 1 4
TOTAL 20 21 16 18

21. 1. Evaluate and rate channels
2. Pick the right channels
3. Develop your testing framework

22. Allocate resources
Allocate PM
Define KPI
Define timeline
Visualise data
Follow a convention

23. Scale

24. The answer to the
Ultimate Question of
Life, the Universe, and
Everything is Data

25. Improve processes and structure

26. Improve processes and structure
Tailor and test your message

28. Improve processes and structure
Tailor and test your message
Expand your audience

29. Improve processes and structure
Tailor and test your message
Expand your audience
Experiment with the funnel

30. +7% Increase CR in
the 18–24 student
audience

31. 2X Open
rate CRM
on UA
campaigns

32. Improve processes and structure
Tailor and test your message
Expand your audience
Experiment with the funnel
The power of automation

33. +50% growth MoM
5% ROI improvement
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
Revenue

34. Your budget is not wasted
if you are learning
something.

35. Thanks.
gessica@blinkist.com
@minigloo