Downloaded 13 times
Uploaded byMediabistro
Michael Oiknine: Media App Summit
The document discusses how mobile app marketers can effectively control the full user lifecycle through acquisition, analysis, and remarketing. It outlines key metrics like DAU/MAU, retention, engagement index, lifetime value, and user acquisition ROI that marketers should track to analyze user behavior. Remarketing tactics like campaigns are described to reactivate past users and promote cross-promotion. The overview of Apsalar's analytics and audience tools is provided, highlighting case studies of clients doubling conversions and delivering high percentages of paying users through its solutions.
More Related Content
Similar to Michael Oiknine: Media App Summit
![[GAMENEXT] Building Critical MASS (inMobi)](https://cdn.slidesharecdn.com/ss_thumbnails/07inmobimobileinnovationpartnerfordevelopers-finalinmoobi-130212072504-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Michael Oiknine: Media App Summit
- 1. FROM DOWNLOAD TO DOMINATION Engaging Mobile App Users with Analytics and Targeting Michael Oiknine CEO, Apsalar michael@apsalar.com
- 2. THE MOBILE MINDSHAREWAR LEADS TO… Discovery Install Engagement Problem Problem Used Weekly Used Daily Rarely Used 1.3MM+ Apps in iOS & Android App Stores 1.3MM+ Apps in iOS & Android App Stores
- 3. … AN ENGAGEMENTPROBLEM Average Sessions Per App Decreases by 20% Per Average Sessions Per App Decreases by 20% Per User User for Each Additional App Installed for Each Additional App Installed
- 4. … AND UNSUSTAINABLE ECONOMICS Do Not Monetize
- 5. MARKETERS MUST EFFECTIVELY CONTROLTHE FULL USER LIFECYCLE Acquir Analyze e Audience Attribution Retargeting Targeting Analytics In-App & LTV Analytics
- 6.
- 7. ALL USERS ARENOT CREATED EQUAL 98%+ of users spend nothing or very little in apps
- 8. MANY ACQUISITION METHODS AREEXPENSIVE -YET DON’T LEAD TO PAYING USERS +56% CPI Increase on iOS since January +70% CPI Increase on Android
- 9. ACQUIRE THE RIGHTUSERS FOR YOUR APPS Get The Right Mobile App Reach As Many Users As Users Possible • Build highly targeted • Anytime, anywhere audiences • Leverage partnerships with 3rd • Acquire paying & engaged party exchanges, networks, users RTB platforms
- 10. NOT ALL ACQUISITION SOURCESARE CREATED EQUAL- ILLUSTRATION Blind Ad Incentivized Audience Retargeting Network Installs Targeting Existing Users Budget $500 $500 $500 $500 Cost Per Install $3 to $5 $0.5 to $1 $2 $1 Users 100 1,000 250 500 % of Paying Less than More than More than Less than 1% Users 2% 10% 10% Paying Users 2 10 25 50 Sample ROI -90% -75% +75% +100%
- 11. AUDIENCE TARGETING DRIVES PAYINGUSERS Target Lookalike Audience
- 12.
- 13. NICE! YOU HAVEUSERS AND THINK THEY’RE ENGAGED… OR ARE THEY? Find out using mobile analytics
- 14. QUESTIONS YOU SHOULDBE ABLE TO ANSWER 1. Who are my high value users? 2. What’s the lifetime value of my users? 3. How are changes in my app affecting revenue, engagement & monetization? 4. What’s the retention rate of my users? 5. What’s the ROI across each of my acquisition sources (ex. Facebook)?
- 15. ACTIONABLE METRICS YOU SHOULDBE TRACKING 1 2 3 4 5 DAUs/M Retention Engageme Lifetime User AUs & Churn nt Index Value Acquisitio n ROI
- 16. METRIC #1: DAU/MAU WHY • Basic measure of loyalty for mobile games • Approximation of how many days per month a monthly active user is engaged with your app • Use to benchmark against other games HOW • You can obtain DAU and MAU data from a mobile-specific analytics provider
- 17. METRIC #2: RETENTION& CHURN WHY • DAUs/MAUs do not fully equal loyalty • Retention rate can decrease while DAU/MAUs increase HOW • Examine how long your users stay active • Use daily retention cohort analysis
- 18. WHAT IS ACOHORT? MEASURING PERFORMANCE OF USERS OVER TIME
- 19. DAILY COHORTS AREUSED TO MEASURE EFFECT OF IN-APP CHANGES ON RETENTION Retention Rate Retention Rate Retention Rate Evolution Evolution
- 20. METRIC #3: ENGAGEMENT WHY • Engaged app users are much more likely to spend money within your app HOW • Using an Engagement Index, you can define what to tag as an engagement event and how much weight/value you want to place on each • Use daily engagement cohort analysis
- 21. DEFINING ENGAGEMENT EVENTS -SAMPLE Engagement Action Index Weight Buy Virtual Good 100 points Add Virtual Item to Shopping 80 points Cart Viewed virtual item 70 points Registered credit card 65 points Sharing achievement on 60 points Facebook Reached a certain level 50 points
- 22. ENGAGEMENT INDEX ISA BETTER FORM OF KPI Each event can be assigned your own engagement value, creating an Engagement Index – Examples: Search Product = 3 points, Check Price = 5 points
- 23. USE COHORTS TOMEASURE EFFECT OF IN-APP CHANGES ON ENGAGEMENT Engagement Index Engagement Evolution
- 24. METRIC #4: LIFETIMEVALUE (LTV) WHY • Measure the total revenue an active user generates within your apps HOW • Automatically assign revenue events • Use funnels to optimize conversions • Use cohorts to track changes in user spend
- 25. MEASURE REVENUE, ARPU& CORRELATE WITH ENGAGEMENT Each event can be assigned with revenue to monitor ARPU – Example: Purchase Gold Coins = $0.99
- 26. TRACK REVENUE TOBETTER UNDERSTAND USER SPEND BEHAVIOR
- 27. USE FUNNELS TOMONITOR CONVERSIONS View by segments View by segments View by View by Conversion/Engagement/Revenue Conversion/Engagement/Revenue Events across all applications can be selected as steps Events across all applications can be selected as steps or a goal or a goal
- 28. USE COHORTS TOMEASURE EFFECT OF IN-APP CHANGES ON REVENUE ARPU by Cohort ARPU ARPU Evolution Evolution
- 29. METRIC #5: USER ACQUISITIONROI WHY • Learn which acquisition sources provide the best return on investment for your marketing dollars HOW • Measure effectiveness with referral tracking attribution • Tie back to LTV using cohort analytics
- 30. TRACK THE EFFECTIVENESSOF YOUR ADVERTISING SPEND
- 31. USE COHORT TOOPTIMIZE AD BUDGET BY LTV GENERATED ARPU by Acquisition Channel ARPPU/LTV ARPPU/LTV Evolution Evolution
- 32.
- 33. NOW THAT I’MMEASURING LTV…HOW DO I INCREASE IT?
- 34. REMARKET TO USERSTO INCREASE REVENUE
- 35. USE CAMPAIGNS TOMAXIMIZE CUSTOMER LTV Reactivate Complete Promote • Bring high value • Direct users to • Cross-promote users back to complete an your apps & your app abandoned products purchase
- 36. DEFINING YOUR BEST AUDIENCESIS KEY TO REMARKETING SUCCESS - EXAMPLE Any – Any Fish Tank user in the United States or using Android or that has completed Level 2 or that has spent more than $2.00 more than $2.00 All – Fish Tank 2 users in France and users using an iPhone and have finished the the tutorial and have an engagement score tutorial and greater than 65
- 37. SUMMARY & NEXTSTEPS
- 38. MARKETERS MUST EFFECTIVELY CONTROLTHE FULL USER LIFECYCLE Acquir Analyze e Audience Attribution Retargeting Targeting Analytics In-App & LTV Analytics
- 39. OVERVIEW OF APSALAR •Provider of Free 360O Analytics – Campaign Referral Measurement – In-App Analytics Including • Audience Management & Segmentation • Real Time Cohorts • Real Time Funnels • Automated Revenue And LTV Tools • Audience Targeting & Retargeting Product In Beta • San Francisco-Based • Founded in 2010, VC-backed
- 40. APSALAR ANALYTICS HELPED MOTIONMATH DOUBLE CONVERSIONS TO PAID ~2x
- 41. APSALAR AUDIENCES DELIVER PAYINGUSERS 15 % ~8x 2%
- 42. APSALAR POWERS THE WORLD’STOP APPS
- 43. QUESTIONS? michael@apsalar.com http://apsalar.com