View our on-demand webinar on boosting the discovery and user acquisition for your mobile app.
We've partnered with Tapjoy to provide you a complete guide to building a great app that users will find and install. Our expert panel will dig deep into the challenges and opportunities mobile developers and marketers face, including:
- Reaching larger mobile audiences
- Determining the mobile ad campaigns that are producing the most high-quality users
- Application and app design tips to boost user acquisition
And much more!
Top Mobile App Monetization Tactics You Ought to KnowInMobi
With the holiday season nearing, is your app monetization strategy geared up to get the most out of your users? Crafting an effective monetization strategy involves understanding and influencing your user's lifetime value (LTV).
In this 1 hour webinar, you'll learn:
What is LTV and how to apply it to your app business effectively -- metrics that you need to monitor and measure constantly.
How to go beyond analytics & metrics -- apply advanced user segmentation to design clever strategies that can help you engage and monetize your users better.
Some ideas to increase your app's monetization this holiday season.
This session is led by Pratik Shah, Product Manager at InMobi.
From Social to Mobile: A Playbook for Building Successful GamesCatherine Mylinh
ORIGINAL PUBLISH DATE: January 2012
Our experts have made the social-to-mobile transition, and will share their tips and insights, including:
- Successfully transitioning from social to mobile platforms
- Challenges in discovery, acquisition and marketing attribution
- Comparisons between social vs mobile user behaviors
- Unique engineering challenges that didn’t exist in social
- Tips and tricks for monetizing in mobile
Mobile Application Monetisation: A Revenue ModelKeegan Ziady
The mobile application monetization framework is a generic revenue model that can be used to systematically assess the possible revenue streams for a mobile application or content service.
How to Get Your App Discovered with Ryan Merket from InMobiInMobi
Video on YouTube http://www.youtube.com/watch?v=oJe8PMJu-wE
With over 700,000 iOS apps and 500,000 Android apps, it's hard to get your apps discovered. How can you stand out from the sea of apps? In this webinar, we'll take a look at a number of unconventional ways to get your apps downloaded. Join us to learn a few guerrilla marketing techniques for the mobile universe. This session is led by Ryan Merket, Director of Developer Relations for InMobi.
Top Mobile App Monetization Tactics You Ought to KnowInMobi
With the holiday season nearing, is your app monetization strategy geared up to get the most out of your users? Crafting an effective monetization strategy involves understanding and influencing your user's lifetime value (LTV).
In this 1 hour webinar, you'll learn:
What is LTV and how to apply it to your app business effectively -- metrics that you need to monitor and measure constantly.
How to go beyond analytics & metrics -- apply advanced user segmentation to design clever strategies that can help you engage and monetize your users better.
Some ideas to increase your app's monetization this holiday season.
This session is led by Pratik Shah, Product Manager at InMobi.
From Social to Mobile: A Playbook for Building Successful GamesCatherine Mylinh
ORIGINAL PUBLISH DATE: January 2012
Our experts have made the social-to-mobile transition, and will share their tips and insights, including:
- Successfully transitioning from social to mobile platforms
- Challenges in discovery, acquisition and marketing attribution
- Comparisons between social vs mobile user behaviors
- Unique engineering challenges that didn’t exist in social
- Tips and tricks for monetizing in mobile
Mobile Application Monetisation: A Revenue ModelKeegan Ziady
The mobile application monetization framework is a generic revenue model that can be used to systematically assess the possible revenue streams for a mobile application or content service.
How to Get Your App Discovered with Ryan Merket from InMobiInMobi
Video on YouTube http://www.youtube.com/watch?v=oJe8PMJu-wE
With over 700,000 iOS apps and 500,000 Android apps, it's hard to get your apps discovered. How can you stand out from the sea of apps? In this webinar, we'll take a look at a number of unconventional ways to get your apps downloaded. Join us to learn a few guerrilla marketing techniques for the mobile universe. This session is led by Ryan Merket, Director of Developer Relations for InMobi.
If you can't measure it, you can't improve it and you can't prove your return on investment. Join us for a session highlighting the power of ad tracking within your mobile campaigns. With multiple tracking points in your mobile campaigns you'll be able to:
- Know where users are coming from to capture more precise targeting
- Enable campaign optimization so that you get the most value from your campaigns
- Know the most valuable customer segments to hone in on the right audience
- Track against campaign goals to report progress, conversion and brand lift
In this webinar, we'll demonstrate how InMobi Ad Tracker can solve these problems and help you get the most out of your mobile ad spend.
This session is led by François Deschênes, Product Manager for InMobi.
Maximize Revenue with the New InMobi Lifetime Value PlatformInMobi
Join us to learn more about our exciting new platform, InMobi Lifetime Value Platform (LTVP), which allows premium publishers and app developers to better understand and engage their users, helping to maximize Lifetime Value (LTV), and ultimately increase revenues.
InMobi LTVP is an absolutely free developer enablement platform that works by identifying different in-app user groups and provides deep behavior insight to the premium publisher or app developer. The app publisher using the InMobi platform then has the ability to rapidly modify the app behavior for the different user segments without having to resubmit the app for approval.
InMobi LTVP will help you:
- Gain advanced user insights based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Define granular user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Deliver rich in-app messages and modify app behavior at a segment level using targeted actions such as selling unique virtual goods, displaying highly customized ads, rewarding power users or cross promoting other apps.
Webinar: Econsultancy 2013 Mobile Sophistication and Strategy ReportKontagent
View our webinar with Econsultancy Vice President of Research Stefan Tornquist. He’ll discuss the results of the 2013 Mobile Sophistication and Strategy Study, which examine how global corporations are looking at mobile consumer behaviors, where they’re spending, and why they may be missing the mark. Use these insights to:
- Strengthen your long-term mobile strategy;
- Effectively measure cross-channel behaviors;
- Design more fluid user experiences across screens and devices.
- Don’t be like the two-thirds of business leaders who say they’re not prepared for mobile.
KK2013 - A Vision of the Future - Jeff TsengKontagent
At Kontagent Konnect 2013, Kontagent CEO and co-founder Jeff Tseng presented on how mobile is driving the “perfect customer experience”–which is “omnipresent, relevant and intimate.”
How to build irresistible social casino gamesKontagent
So game companies, if social gambling games are the new battlefield, how do you plan on win the war? Arming yourself with the right tools can make the difference between victory and defeat.
Feature Extraction for Predictive LTV Modeling using Hadoop, Hive, and Cascad...Kontagent
Description:
One of the biggest challenges for people building data products today is developing and refining features for modeling purposes (i.e. feature extraction) with the volume and variability of web scale data. In this talk, Martin will discuss some of the challenges and solutions faced by Kontagent as it built out a predictive lifetime value model for its customers. As you will learn, Hadoop is critical to this feature extraction process, and Cascading is quite handy when building out more complex features than can be readily developed in a query framework like Hive.
Speaker:
Martin Colaco, Director of Data Science for Kontagent
It's an A.R.M.'s Race (Acquisition, Retention and Monetization in Mobile Gaming)Betable
Tapjoy's Brian Sapp gave this presentation at the SF Game Monetization meetup. If you're in San Francisco, join the meetup to see more presentations like this:
http://www.meetup.com/SFGameMonetization/
Be sure to thank Brian for letting us publish this by tweeting him at @sappalicious (http://twitter.com/sappalicious)
If you can't measure it, you can't improve it and you can't prove your return on investment. Join us for a session highlighting the power of ad tracking within your mobile campaigns. With multiple tracking points in your mobile campaigns you'll be able to:
- Know where users are coming from to capture more precise targeting
- Enable campaign optimization so that you get the most value from your campaigns
- Know the most valuable customer segments to hone in on the right audience
- Track against campaign goals to report progress, conversion and brand lift
In this webinar, we'll demonstrate how InMobi Ad Tracker can solve these problems and help you get the most out of your mobile ad spend.
This session is led by François Deschênes, Product Manager for InMobi.
Maximize Revenue with the New InMobi Lifetime Value PlatformInMobi
Join us to learn more about our exciting new platform, InMobi Lifetime Value Platform (LTVP), which allows premium publishers and app developers to better understand and engage their users, helping to maximize Lifetime Value (LTV), and ultimately increase revenues.
InMobi LTVP is an absolutely free developer enablement platform that works by identifying different in-app user groups and provides deep behavior insight to the premium publisher or app developer. The app publisher using the InMobi platform then has the ability to rapidly modify the app behavior for the different user segments without having to resubmit the app for approval.
InMobi LTVP will help you:
- Gain advanced user insights based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Define granular user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app.
- Deliver rich in-app messages and modify app behavior at a segment level using targeted actions such as selling unique virtual goods, displaying highly customized ads, rewarding power users or cross promoting other apps.
Webinar: Econsultancy 2013 Mobile Sophistication and Strategy ReportKontagent
View our webinar with Econsultancy Vice President of Research Stefan Tornquist. He’ll discuss the results of the 2013 Mobile Sophistication and Strategy Study, which examine how global corporations are looking at mobile consumer behaviors, where they’re spending, and why they may be missing the mark. Use these insights to:
- Strengthen your long-term mobile strategy;
- Effectively measure cross-channel behaviors;
- Design more fluid user experiences across screens and devices.
- Don’t be like the two-thirds of business leaders who say they’re not prepared for mobile.
KK2013 - A Vision of the Future - Jeff TsengKontagent
At Kontagent Konnect 2013, Kontagent CEO and co-founder Jeff Tseng presented on how mobile is driving the “perfect customer experience”–which is “omnipresent, relevant and intimate.”
How to build irresistible social casino gamesKontagent
So game companies, if social gambling games are the new battlefield, how do you plan on win the war? Arming yourself with the right tools can make the difference between victory and defeat.
Feature Extraction for Predictive LTV Modeling using Hadoop, Hive, and Cascad...Kontagent
Description:
One of the biggest challenges for people building data products today is developing and refining features for modeling purposes (i.e. feature extraction) with the volume and variability of web scale data. In this talk, Martin will discuss some of the challenges and solutions faced by Kontagent as it built out a predictive lifetime value model for its customers. As you will learn, Hadoop is critical to this feature extraction process, and Cascading is quite handy when building out more complex features than can be readily developed in a query framework like Hive.
Speaker:
Martin Colaco, Director of Data Science for Kontagent
It's an A.R.M.'s Race (Acquisition, Retention and Monetization in Mobile Gaming)Betable
Tapjoy's Brian Sapp gave this presentation at the SF Game Monetization meetup. If you're in San Francisco, join the meetup to see more presentations like this:
http://www.meetup.com/SFGameMonetization/
Be sure to thank Brian for letting us publish this by tweeting him at @sappalicious (http://twitter.com/sappalicious)
A Practical Guide for Integrating Mobile into your B2B Business Strategy & Marketing Mix. Presented by Will Keible, Manager of Digital Sales and Marketing for WCNC.com, the digital arm of Charlotte’s NBC affiliate, WCNC-TV.
Soft Launch Strategies for MobileApp CompaniesFiksu
Learn First, Start Strong - Soft Launches give you an opportunity to test your game’s market readiness in a representative environment before launching to the wider world
The Ten Commandments of App Marketing - Big Ideas Machine at Digital Growth DayOMN
Digital Growth Day: September 18, 2014
THE TEN COMMANDMENTS OF MOBILE APP MARKETING
Everyone knows that apps are the future - but how do you market them? With hundreds of apps launching every day, how do you build an audience, reach the media, and get your app featured on the app stores? Most importantly of all, how can you turn your app into a business?
We'll share the ten essential considerations that any brand or publisher needs to address when launching an app, and give an up-to-date viewpoint on the challenges and rewards of the app business.
James Kaye, Director, Big Ideas Machine
John Ozimek, Director, Big Ideas Machine
Ten simple rules that anyone planning on launching a mobile app needs to follow.
Crafted from several years of blood, sweat and tears in marketing apps, in this presentation we share key statistics on the app industry and the real chance of successfully launching a mobile app.
The ten commandments are based on industry best-practice insight, can be followed by anyone - from a bedroom coder to established big-name publishers.
Mobile Marketing Strategies for 2014 and BeyondFiksu
Apps are strategic touch points for content consumption, social activities, daily life -- and all the data continues to show a complete consumer transition to apps as how they interact on mobile devices.
87% of consumer time spent in mobile… is in apps
Games, news, productivity, utility, communications, social networking…
Just 13% of consumer time is spent in the mobile web
In browser, surfing the web, emulating the desktop experience.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Enhancing Performance with Globus and the Science DMZGlobus
ESnet has led the way in helping national facilities—and many other institutions in the research community—configure Science DMZs and troubleshoot network issues to maximize data transfer performance. In this talk we will present a summary of approaches and tips for getting the most out of your network infrastructure using Globus Connect Server.
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofsAlex Pruden
This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second).
Paper: https://eprint.iacr.org/2023/1886
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
2. AGENDA
Introductions
Before you launch: What’s your strategy?
Framework for mobile ad marketing
Case study: Hitmaker
• Testing
• Experimentation
• Optimization
• Monetization
Walk-through
Q&A
3. WHO IS
KONTAGENT?
We are the leading
enterprise user analytics
platform for social and
mobile applications.
User-Centric Data Accessibility Domain Expertise
3
4. Who is Tapjoy?
Tapjoy is the leading mobile
app distribution and monetization
platform. We’re embedded into
more than 80% of the leading free-
to-play mobile gaming applications
• Founded: 2007
• Headquarters: San Francisco
• Offices: US, Europe, and Asia
• Reach: 500+ million mobile
consumers on
Android, iOS, Windows Phone 7
& HTML5
• Funding: $70.5 million from JP
Morgan Asset Management, Rho
Ventures, North Bridge Venture
Partners, InterWest Partners and
D.E. Shaw Ventures.
4
5. SPEAKERS
SHALIN MANTRI @shamantri
Mobile Entrepreneur / Product Manager
ROB CARROLL
Director of Publishing
5
6. BEFORE YOU EXECUTE
A MARKETING PLAN…
• Focus on building a great app
• Know your audience
• Define “success” at each stage
of your app’s lifecycle
6
7. FRAMEWORK FOR MOBILE APP MARKETING…
• When should you start thinking
about marketing?
• Playable state
• Usually 4-6 weeks before launch
• When should you integrate a
distribution network?
• Should be integrated before launch
• Basic SDKs for the platform can be
set-up early, easily tweaked and
updated
• What are the different ad units
available to developers?
• Incentivized vs non-incentivized ads,
i.e., virtual currency
• Effect on user experience
7
8. MOBILE DISTRIBUTION: AD TYPES
DISTRIBUTION CHANNELS FEATURED AD
• Featured • Game trailers
platform placement
• Rewarded installs
• Banner ads
• Cross promotion
• Featured ads
CROSS-
OFFERWALL PROMOTION
BANNER AD
8
9. success stories 5,000,000+
engagements in 2011
Groupon
1,000,000+
engagements in 2011
Gamefly
500,000+
engagements since
eHarmony
june 2011
75,000+
new users since july
Netflix
9
10. CASE STUDY
: Testing
HITMAKER
• Social game for music fans
• Designed, built, and released
within four weeks
• Launched at TechCrunch
Disrupt
SOCIAL MUSIC GAME | iOS | June 2010
10
11. CASE STUDY
: Testing
GOALS DURING THIS PHASE
• Don’t worry too much about
user adoption
• Obtain qualitative feedback
from users
• Understand retention and
engagement
SOCIAL MUSIC GAME | iOS | June 2010
11
12. CASE STUDY
: Experimentation
MORE USERS = BETTER ANALYTICS
• Performance metrics:
• Adoption
• Engagement
• Retention
• Experiment with your
marketing channels!
12
13. INTEGRATING TAPJOY IS QUICK
1 3
2
Choose what ads you
Sign up at want to use
Tapjoy.com
Download the SDK at
knowledge.tapjoy.com
13
14. CASE STUDY
: Optimization
TUNING THE APP
• App name
• Icon
• Keywords
• Category
• Landing page
14
15. CASE STUDY
: Optimization
Facebook Users
Anonymous Users
60%
50%
40%
30%
20%
10%
0%
1 Session Only 10+ Sessions
15
16. CASE STUDY
: Monetization
UNDERSTAND YOUR USER
ECONOMICS
• Apply the right monetization
levers
• Compare ARPU to CAC
• Scale the user base
16
17. ITERATION AND METRICS
• For a game to succeed in the mobile space,
it needs to be updated and tested
• Make changes based on metrics findings,
product pipeline and user feedback
• Launch test versions to closed geographic areas
• Review data on the changes, make updates and repeat testing
• Push updates to your entire user base when you’re ready
• Keep updating your app with new content
Games are SERVICES, not products.
They need to be SUPPORTED.
17
18. ITERATION AND METRICS
Key Metrics to Collect Small Changes can Make a Huge Difference
• Install conversions
• Total installs
• Total revenue (direct
and alt)
• ARPDAU
• Install funnel
• Downloads
• Installs
• Tutorial completion
• Tutorial completion
percentage
• Re-engagement
18
19. Role and importance of:
• Defining success
• Marketing channels
• User analytics
19
22. QUESTIONS?
@ Ko n tag ent
KAL EID O SC OPE
BL O G :
k s c op e.kontag ent.co
m
@ Ta pjo y
TAPJ O Y BL O G :
b l o g .ta pjo y.com
23
Editor's Notes
DAN:Introduction Purpose of this webinar.
DAN:Introduction Purpose of this webinar.
DAN:Brief history of Kontagent.
DAN:Brief history of Tapjoy.
DAN:Shalin: Shalin is a product manager at Kontagent. Prior to joining us, he founded NoiseToys, where he led the conceptualization, design, server engineering, and launch of award-winning social apps for the iPhone. Raised seed money from top Silicon Valley investors. Built end-to-end server infrastructure, including application logic and scalable AWS backend. Defined user flows, mocked user interfaces, and generated mobile UI graphics elements. Engineered a custom server-side analytics system. Before that, he founded BollyApps, which built Twitter mobile and Web apps for some of the world’s largest portals. Shalin also has corporate experience at Microsoft and Intuit. He graduated from Stanford with multiple engineering degrees in computer science, economics and management science. Rob: Rob Carroll is the Director of Publishing for Tapjoy, where he runs their Android development fund and manages the publishing activities for the company. In his role with Tapjoy, Rob advises game developers of all sizes in the best practices of monetization, game mechanics and viral distribution for their mobile and social games.
SHALIN:Focus on building a great app, not exploiting “viral” channels. One of the speakers at Inside Social Apps made an incredibly astute point. He said, “The reality is, mobile is the most viral channel out there. People carry their devices with them everywhere.” So, create an app that your users will want to talk about with their friends. And that will be your cheapest, most effective form of marketing. So how you do get people to talk about your app? Offer utility that mobile users cannot live without. Or bring fun and entertainment to their lives. It’s difficult to do both. To create a great app:If you’re a utility, identify a problem you’d like to solve. And choose the audience you’d like to address.If you’re a game, you have a few options:Implement new game play on an existing platform/genre. Tap Tap Revenge is an example of this.Implement known game play, with a twist. E.g. Farms with zombies, Words with Friends.Try to combine new game play with a new genre/platform. I wouldn’t recommend this, unless you have Steve Jobs on your team.Define success for your app/game, especially in the initial stages. This will impact your app design, marketing plan, and decision on whether or not to invest more time/resources.User growth?Engagement?Retention?Monetization?
ROB:When should you start thinking about marketing?Once the game is in a publicly playable state, you should be thinking about how your going to get distribution for it4-6 weeks before launch When should you integrate a distribution network such as Tapjoy?Any service provider such as Tapjoy or Kontagent needs to be integrated before the app is launchedTrying to retrofit a monetization or metrics systems into the game after launch can be more difficult and time consuming then if you had done it during development The basic SDKs for the platform can be set-up very early on and then easily tweaked and updated to fit the needs of the final product What are the different ad unitsavailable to developers?How do they affect user experience within your app?What do users get from these (incentivized vs non-incentivized) ads, i.e., virtual currency?How does the app develop benefit?Early in your app development lifecycle, especially if getting featured by Apple or Google is a key component of your marketing plan. In this latter case, try to take advantage of the device’s native capabilities, e.g. GPS, accelerometer, camera, touch-based interface, address book (which is basically a built-in social network), media playing, networks like Gamecenter. Apple/Google really like developers that drive user adoption of these new features.
ROB: Discuss the types of mobile ads available, and when/how to use them.
ROB: Discuss the types of mobile ads available, and when/how to use them—here are some of the numbers behind some successful big brand campaigns. Why were they so successful?
SHALIN:What is it? Social music game on the iPhone, launched in June 2010.Phase 1: App launched at TechCrunch Disrupt. Lessons learnt:Launch when you feel comfortable exposing yourself to the worldTechCrunch press is overratedUntil then, find creative ways to test your app => use TestFlight for alpha testing, try launching in another English-speaking country (Canada, Australia, New Zealand) for beta testingMake sure you have user analytics in place from Day #1 of testing
SHALIN:What is it? Social music game on the iPhone, launched in June 2010.Phase 1: App launched at TechCrunch Disrupt. Lessons learnt:Launch when you feel comfortable exposing yourself to the worldTechCrunch press is overratedUntil then, find creative ways to test your app => use TestFlight for alpha testing, try launching in another English-speaking country (Canada, Australia, New Zealand) for beta testingMake sure you have user analytics in place from Day #1 of testing
SHALIN:Phase 2: Evaluation - what’s happening to user adoption, engagement, and retention?Organic adoption was slowing down, so we tried experimenting with marketing channels, including Tapjoy campaignsDescribe process for setting up a Tapjoy campaign (demo to follow)
ROB: Integration is simple 1) Sign up for a developer account at Tapjoy.com 2) Download our SDK from Knowledge.Tapjoy.com 3) Add the code for the ad units you want to use 4) Get exposed to millions of users SHALIN:How we measured the campaign results -- it was all about cohort analysis, maximizing fx(no. of users, quality of users)What we learned
SHALIN:Phase 3: Optimization - fixing dropoff points and encouraging users to engage in their FIRST session!E.g. How we used Tapjoy to A/B test our landing page and improve average user quality by 50% as a result! What metrics were important? 1-, 7-day retention, etc?
SHALIN:The key here is understanding what users are doing in their FIRST session and get them to do something actionable.We noticed new users complaining that they had to login to Facebook.We decided to run an A/B test to see whether removing Facebook authentication would improve user conversion.We found thatFacebook-connected users were 3X more likely to come back to the app for 10 or more sessions.This insight was incredible!
SHALIN: Phase 4: Monetization - all about figuring out the user economics (ARPU, acquisition cost, LTV)Integrated Tapjoy’s virtual offersThe goal in this phase is to figure out the app’s user economics. We implemented Tapjoy’s virtual offers plugin. After that, we compared ARPU with Cost of Acquisition to understand if our app was positioned for long-term success. Now that you’ve got a good app, showing high retention/engagement and a working revenue model, the final phase is to scale the user base. This involves a combination of online and offline marketing channels that are specific to the type of application, industry, and competitive landscape. In other words, this is good ol’ marketing.ROB:Reinforce how developers using Tapjoy to scale use base, monetize their apps.
ROB:Here is a slide I’ve used to talk about iteration and optimization. Feel free to use and of this to talk about the optimization slide.For a game to succeed in the mobile space it needs to be updated and tested Make changes based on metrics findings, product pipeline and user feedbackLaunch test versions to closed geographic areas(Canada, New Zealand, Ireland)Review data on the changes, make updates and repeat testing Push updates to your entire user base when you’re readyKeep updating your app with new content
ROB:Here is a slide I’ve used to talk about iteration and optimization. Feel free to use and of this to talk about the optimization slide
DAN/ROB/SHALIN:Summarize the role and importance of marketing channels and user analytics in mobile. Shalin: How did Tapjoy help users discover/install Hitmaker?Rob: Briefly Tapjoy success stories and how app developers in audience can see same results.
AARON:Present walk-through
DAN:Let people know about our location at GDC. Also, briefly mention our parties. Kontagent: Tuesday, March 6 @ Vessel SF, 7:30-10:30pm | BlackMahal performing, open bar, iPad giveaways and more!Tapjoy has some speaking slot at GDC: Guidelines for Building Cross-Platform GamesMonday 10-11am | Room 134, North HallTAKEAWAY: Learn the do's & don'ts of developing mobile games on Android, iOS, WP7, etc. Understand the expected success metrics for a mobile game across multiple platforms and get an overview of the best tools to use when developing cross platform applications.
MITCH:Build credibility with roster of customers.
DAN:Conclude webinar. Tell viewers how they can reach us, sign up for white papers and additional content. We will be following up with a playbook… check your email for it about a week.Plug Twitter and kScope. Follow Tapjoy and check out their blog, too.