Mobile Apps Unlocked Vegas 2016 Thursday, May 5 Acquisition Breakout Session — 2:30pm - 2:50pm Mobile marketers today have the unique challenge of dealing with not only a myriad of ad channels, but the technical limitations and reporting inefficiencies that come with it. In this session, you will learn valuable tips on how to architect a state-of-the-art user acquisition infrastructure to report and optimize around the metrics that matter most to you. You'll learn best practices on how to apply for the right type of workflow automation to enable the right foundation for user acquisition at scale, and to free up precious time to focus on time-sensitive decisions. James Peng, Head of Mobile App Acquisition @ Match Susan Kuo, COO / Co-Founder @ Singular

2. Company Background
» Founders came from the executive team of Onavo, a mobile analytics
company that was acquired by Facebook in 2013.
» Company launched in June 2014, with funding from blue chip investor,
General Catalyst
» Headquartered in SF, with offices in Tel Aviv and London
» Working with 40 of the Top 50 Grossing Apps in the App Store
» Captured over $1.5 Billion in ad spend in less than 2 years

3. Mobile Marketing is Hard

4. Unified Marketing Platform
Singular provides the end-to-end marketing analytics solution in a
single platform

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Cross-Platform Support
While we started out as a mobile-first company, we have recently
expanded our coverage to desktop/web channels

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Our Customers
Trusted by the leading marketers across the world

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Partners

8. How it works

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» We aggregate all your campaigns cost in one place
» We support pulling data from your Partners using:
› API or Dashboard Access
› Mail Reports
› GDrive, Dropbox folders
Collect ALL Your Marketing Spend!
Campaign Impressions Cost
iOS US CHICAGO 23,644,175 $1,300
Android US NYC ST 13,877,142 $800
Admob vertical 10,981,942 $400

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Super Easy Setup – NO SDK!

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Attribution + Collected Ad Spend = True ROI
The ONLY Solution to Uncover True ROI
All data shown has been randomized and is used for demo purposes only

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Not only are we the most powerful marketing analytics solution, but we also
provide the highest level of data granularity
» Data granularity levels available:
› Campaign level ROI
› Creative level ROI
› Publisher level ROI
› Flexible cohorts
› User-level Cost
» Auto detection when attribution links are not created properly
» Auto detection when campaigns are running without tracking
Highest Level of Data Granularity

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Flexible Reporting Query
» Pivot across any campaign / targeting dimension
» Save and customize report views for different user profiles

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» Analyze and identify best performing creatives across all networks
» Data can be broken out by Revenue, ROI, Post-Install Events, other KPIs
Creative Reporting
All data shown has been randomized and is used for demo purposes only

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» Optimizing for more than just CVR and CTR!
» Identify the creative units that yield the highest quality users (ROI)
Creative ROI

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» Define goals and track them to make data-driven decisions based on your
past performance and your evaluation criteria
Goal and Budget Planning

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» Set alerts to be notified whenever a specific KPI or threshold is met
» Example: Email me whenever my CPI goes above $5
Workflow Automation: Alerts

18. Best Practices:
Scaling UA Efficiency & Workflow
James Peng
Head of Mobile App Acquistion

19. Introduction
Match Group
• Home to a global online dating portfolio that comprises over 45 brands, including
leading properties such as Match, OkCupid, Tinder, and PlentyOfFish
▫ 59M monthly active users across 190 countries
▫ IPO (NASDAQ:MTCH) in November 2015
James Peng, Head of Mobile UA
• App distribution strategy and infrastructure across dating portfolio
• 3 years as Head of UA at mobile gaming publisher Storm8
▫ Implemented tracking, automated reporting, in-house analytics
• 4 years investment banking and private equity

20. Importance of a Well-Architected Backend
• SDK overload: hundreds of analytics, tracking,
reporting, publisher, advertiser, push SDKs
o Tedious to set up, and even more time consuming
to fix when there are discrepancies or errors
• Testing/switching service providers is costly
and time consuming
• Prepare for the future: enable easy access to
historical user data, the ability to pivot it
however you want, and to ship it wherever
you’d like
• Focus today: high level tips for connecting
your tracking, reporting, and other 3rd party
tools
APP
SERVER
TRACKING
ANALYTICS
CRM
AD TECH
SSP
AD NETWORKS

21. Tracking Setup Tips
• App event calls: pass all key events that you potentially want to pass to
vendors (i.e. tutorial completion, payment, etc)
o Select events that reflect product team’s POV of key milestones in the user funnel
o SDK vs. S2S events: recommend server calls where possible, keep consistent with other instances
• Attribution windows: configure settings consistent with your business goals
o There are standards, but ultimately it needs to make sense for your business
• Own your data: establish your own view of installs and event attribution
o Internal view of all organic installs, use tracking provider to flag paid installs

22. Cost Reporting Tips
• Non-standardized world: some vendors report through API, CSV email reports, manual reports
o Many lack ability to report on granular levels: geo, sub-publisher, device level
• Manual reporting sucks: not scalable and prone to error, multiple APIs are difficult to manage
o Automate by reducing your inputs, ideally a single API
• Set up for long-term scale: Report on the most granular level, pivot costs however you'd like
VENDOR VENDOR VENDOR VENDOR VENDOR VENDOR
Manual
Reports
Email
Reports
Manual
Reports
Email
Reports
Reportin
g
API
STANDARDIZE
D DATA
DATABASE
Reportin
g
API
Standardized,
Automated, Audited API
reporting
DATABASE
VENDOR VENDOR VENDOR VENDOR VENDOR VENDOR
Manual
Reports
Email
Reports
Manual
Reports
Email
Reports
Reportin
g
API
Reportin
g
API
Standard Reporting Streamlined Reporting

23. General Best Practices
• Build vs. buy? Rule of thumb - if it's scalable or proprietary, most likely build it yourself
o If not scalable and requires continuous maintenance, good chance that there's a
3rd party solution for it (i.e. tracking, API reporting)
• Standardize client or S2S calls: define your own events and communicate them
uniformly in order to align with your internal views
• Minimize calls: more calls = more loss/discrepancy
• Minimize SDK load: avoid
integrating unnecessary SDKs,
consolidate when possible

24. Thank you
james.peng@match.com

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