This document outlines the stages of launching a mobile app marketing campaign from planning to launch. It discusses planning goals and key performance indicators, selecting analytics tools, optimizing the app store listing, and examples of promotion strategies like Facebook ads, influencer marketing and retargeting. The stages include idea, design, development, planning promotions and analytics, and working on the app store listing. Measurements and segments are planned based on tasks and goals like revenue, store visits and retention.

1. Mobile marketing:
from analysis to launch

2. Stages of launching your app
CustomerPerformer
Idea
Searching for
performer
Waiting for
sales
Project design Development

3. Stages of launching your app|As it supposed to be
CustomerPerformer
Idea
Searching for
performer
Waiting for
sales
Project design Development
Planning your
promotions
Finding right
analytics tools
Working on app
card for store

4. Planning the changes
1. Find out the goals of mobile apps
2. Find out the KPI for each goal
3. Choose the segments which you plan to analyse
4. Find out steps in the app for each task
5. Count the data point loading*
6. Choose your analytical tools
*Points are any actions taken in app what may be analysed later on

5. Planning measurements | Example
Task №1:
Getting a profit with an
app
Task №2:
Going to the offline
store
Task №3:
Brand loyalty
KPI:
Revenue
LTV
KPI:
Going to the category
“Our stores”
Assisted Revenue
KPI:
Social Shares
7, 14, 30-Days
Retention
Segments:
Type of customer
Traffic source
Country / City
Segments:
Type of customer
Traffic source
Country / City
Segments:
Type of customer
Traffic source
Country / City

6. Planning measurements | Counting the load
Number of visitors
per day X
Max number of
points in chain X 30
Sometimes the number of active users is just enough

7. Planning your promotion
Mobile app
● Facebook, myTarget, Twitter
Adwords
● CPI networks
● PR + influence marketing
● Banner networks (NativeX,
Mobvista, Propellerads, AppLovin)
● ASO
Metrics
Push-notifications
E-mail triggers
Retargeting + Deeplinking
CPI, CPA, CR, CTR
LTV, ARP(P)U, Retention, Uninstall rate,
DAU, WAU, MAU

8. Ads examples

9. Ads examples

10. Choosing the analytical tools
ASO tools
Mobile Ad
Analytics
In-App Tools +
CRM
UX analytics
Own analytics

11. Example of analysis system integration

12. Working on the app card for store
ASO optimisation:
● Finding keywords (Keyword planner, hints in Google Play/App store, Sensor
Tower)
● Description and screenshots
● Video creation

13. Difference between Google Play and App Store
Working on the app card for store
Google Play App Store
Title 30 symbols 50 (23) symbols (optimal)
Keywords - 100 symbols (include ,)
Short description 80 symbols -
Description 4000 symbols 4000 symbols
Preview video 30 sec 30 sec
Screenshots 8 5

14. Working on the app card for store | Examples
Conversion
rase up to
50%

15. Working on the app card for store | Examples

16. MyTarget vs Facebook
CPI 0,34$CPI 0,22$

17. Influence marketing
CPI от 0,05$

18. Driven traffic effect

19. Thank you!