This document summarizes a webinar presented by Kontagent on using mobile metrics to drive monetization. The webinar focused on how mobile app developers can gain insights into user discovery, acquisition, engagement, retention and monetization in order to optimize marketing channels, conduct A/B testing, and improve key metrics like lifetime value and average revenue per user. Speakers from Kontagent demonstrated their platform for collecting user analytics and providing actionable insights to mobile app developers.
Vision mobile cross-platform_developer_tools_2012SlashData
Cross-Platform Developer Tools 2012 is the seminal report on the landscape of 100+ cross-platform developer tools with an analysis of key vendors and the metrics of developer experience. (download at www.CrossPlatformTools.com)
Cross-Platform Tools 2012 is the first major report that analyses the complex cross-platform tools landscape, presents the key tools vendors and maps out the trends in one of the hottest markets in mobile. This report presents developer perceptions about a wide range of key issues, from incentives and deterrents to cross-platform tool use to the most-wanted tool features. Our research profiles 15 well-known cross-platform vendors and tools with regard to their technology, positioning and market traction.
For more info and in-depth data, drop us a line at hello (at) visionmobile.com
Economic models for reinventing telco webcast by vision mobile, apigeeSlashData
Webcase on "Telco Innovation with APIs", presented by Apigee and VisionMobile. See the video at http://blog.apigee.com/detail/economic_models_for_reinventing_telcos_video_slides
Vision mobile cross-platform_developer_tools_2012SlashData
Cross-Platform Developer Tools 2012 is the seminal report on the landscape of 100+ cross-platform developer tools with an analysis of key vendors and the metrics of developer experience. (download at www.CrossPlatformTools.com)
Cross-Platform Tools 2012 is the first major report that analyses the complex cross-platform tools landscape, presents the key tools vendors and maps out the trends in one of the hottest markets in mobile. This report presents developer perceptions about a wide range of key issues, from incentives and deterrents to cross-platform tool use to the most-wanted tool features. Our research profiles 15 well-known cross-platform vendors and tools with regard to their technology, positioning and market traction.
For more info and in-depth data, drop us a line at hello (at) visionmobile.com
Economic models for reinventing telco webcast by vision mobile, apigeeSlashData
Webcase on "Telco Innovation with APIs", presented by Apigee and VisionMobile. See the video at http://blog.apigee.com/detail/economic_models_for_reinventing_telcos_video_slides
The Clash of Ecosystems is a 60+ page report on everything you need to know about mobile platforms. The report offers a critical analysis of mobile platforms, comparing Android, Bada, BlackBerry OS, BREW, iOS, Symbian, Windows Phone and webOS across ecosystems, positioning and business strategies.
Authored and published by VisionMobile
Part funded by webinos under the EU FP7 ICT program
This research covers a wide range of topics:
- Key smartphone platform metrics
- Key trends driving the smartphone market
- The economic models behind app stores & platforms
- Development experience for each of the platforms
- The effect of HTML5 on the mobile industry
You don't have a budget. You're time poor. You need to market your app. Where do you start? That's where Jonesy's 5 Step guide to App Marketing can help you.
MoFirst is an enterprise mobility and mobile application development company. With a total focus on mobile technology integration with enterprise platforms, MoFirst creates industry-leading products and solutions that enhance productivity, business agility and drive revenue growth for our customers. MoFirst's unmatched expertise of understanding, integrating and extending complex enterprise systems with the mobile platform makes it the preferred and trusted mobility partner. MoFirst's early mover advantage, vast experience and focus on remaining at the ‘bleeding edge’ of all forms of mobile technology has enabled it to develop a wide range of mobile solutions for customers in various industry verticals spread across 4 continents.
MoFirst won Red Herring Asia Top 100 award.
Specialties
Mobile Strategy, Turning Idea into Mobile product, Porting mobile application, Mobile Designing, Backend integration with mobile
This presentation covers some of the threats of Mobile OS and some of the considerations for mass market mobility. While the traditional OSs compete against each other , there is a business segment emerging to support mass market with great developer acceptance.
Developer Economics 2012 is available for free download at www.DeveloperEconomics.com. This report focuses on five main areas: The redefinition of mobile ecosystems, Developer segmentation, Revenues vs. costs in the mobile economy, App marketing and distribution and Regional supply vs. demand of apps.
Enterprise mobility Application RuggedizationANOOP KUMAR P
Addresses the need of APP hardening and ruggedization in Enterprise Mobility. Gives a structured view on how to engage the historic and new levers to create a better enterprise app strategy. This help Enterprises solve current challenges and mitigate risks
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.”
Get Your Mobile App Discovered and Amp Up User AcquisitionKontagent
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!
Beyond the App: What makes a good mobile experience? Digiday
Engaging with customers on mobile means more than building apps and pushing mobile ads. So how are brands creating mobile experiences that inspire consumers to interact with them? Is yours leading the pack or barely keeping up?
In this webinar, BeyondCurious CEO Nikki Barua and CTO Vishal Agarwal help marketers understand how to create compelling mobile experiences that outperform the competition
IBM Mobile Quality Assurance - Open Beta Study Group Session 1Roger Snook
Supporting the open beta with a series of enablement sessions: https://www.ibm.com/developerworks/community/blogs/mobileblog/entry/ibm_mobile_quality_assurance_learn_with_our_subject_matter_experts?lang=en
Some of these drawings did NOT convert properly. Consult the link above for a native copy and/or see the associated video for depiction.
The Clash of Ecosystems is a 60+ page report on everything you need to know about mobile platforms. The report offers a critical analysis of mobile platforms, comparing Android, Bada, BlackBerry OS, BREW, iOS, Symbian, Windows Phone and webOS across ecosystems, positioning and business strategies.
Authored and published by VisionMobile
Part funded by webinos under the EU FP7 ICT program
This research covers a wide range of topics:
- Key smartphone platform metrics
- Key trends driving the smartphone market
- The economic models behind app stores & platforms
- Development experience for each of the platforms
- The effect of HTML5 on the mobile industry
You don't have a budget. You're time poor. You need to market your app. Where do you start? That's where Jonesy's 5 Step guide to App Marketing can help you.
MoFirst is an enterprise mobility and mobile application development company. With a total focus on mobile technology integration with enterprise platforms, MoFirst creates industry-leading products and solutions that enhance productivity, business agility and drive revenue growth for our customers. MoFirst's unmatched expertise of understanding, integrating and extending complex enterprise systems with the mobile platform makes it the preferred and trusted mobility partner. MoFirst's early mover advantage, vast experience and focus on remaining at the ‘bleeding edge’ of all forms of mobile technology has enabled it to develop a wide range of mobile solutions for customers in various industry verticals spread across 4 continents.
MoFirst won Red Herring Asia Top 100 award.
Specialties
Mobile Strategy, Turning Idea into Mobile product, Porting mobile application, Mobile Designing, Backend integration with mobile
This presentation covers some of the threats of Mobile OS and some of the considerations for mass market mobility. While the traditional OSs compete against each other , there is a business segment emerging to support mass market with great developer acceptance.
Developer Economics 2012 is available for free download at www.DeveloperEconomics.com. This report focuses on five main areas: The redefinition of mobile ecosystems, Developer segmentation, Revenues vs. costs in the mobile economy, App marketing and distribution and Regional supply vs. demand of apps.
Enterprise mobility Application RuggedizationANOOP KUMAR P
Addresses the need of APP hardening and ruggedization in Enterprise Mobility. Gives a structured view on how to engage the historic and new levers to create a better enterprise app strategy. This help Enterprises solve current challenges and mitigate risks
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.”
Get Your Mobile App Discovered and Amp Up User AcquisitionKontagent
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!
Beyond the App: What makes a good mobile experience? Digiday
Engaging with customers on mobile means more than building apps and pushing mobile ads. So how are brands creating mobile experiences that inspire consumers to interact with them? Is yours leading the pack or barely keeping up?
In this webinar, BeyondCurious CEO Nikki Barua and CTO Vishal Agarwal help marketers understand how to create compelling mobile experiences that outperform the competition
IBM Mobile Quality Assurance - Open Beta Study Group Session 1Roger Snook
Supporting the open beta with a series of enablement sessions: https://www.ibm.com/developerworks/community/blogs/mobileblog/entry/ibm_mobile_quality_assurance_learn_with_our_subject_matter_experts?lang=en
Some of these drawings did NOT convert properly. Consult the link above for a native copy and/or see the associated video for depiction.
El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
Amplework Software, a Los Angeles-based mobile app development company, prioritizes user-centric design, efficient testing, and continuous improvement through analytics. Their commitment to excellence ensures their apps consistently exceed user expectations, demonstrating their commitment to excellence in mobile app development.
Navigating your mobile roadmap rapid valuerapidvalue
Having worked on over 100 engagements and countless interactions with our customers over the past 3 years, we have
put together a set of key considerations for navigating your mobile roadmap. These considerations will help you identify opportunities and also avoid major pitfalls while trying to implement mobility projects.
Mobile Apps for Businesses and Organizationslexinet
Stay connected and update your customers with the latest information about your products and services plus much more with LexGoMedia's mobile apps, by Lexinet.
Review of the changes impacting operators, and their need for applications developers to use their network to remain relevant to their customers as operators.
Similar to Utilizing Mobile Metrics to Increase Monetization (20)
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
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).
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The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
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2. WHO IS
KONTAGENT?
We are the leading
enterprise user analytics
platform for the social
and mobile Web.
User-Centric Data Accessibility Domain Expertise
Konnect 2
3. SPEAKERS
Josh Williams
President and CSO
Lin Wang
Director of Customer Insights
Konnect 3
16. Questions?
@ Ko n tag ent
Ka l e i d o s cop e b lo g : k s c o p e.kontag ent.co m
Konnec
Konnect
t
Editor's Notes
Using Mobile Metrics to Drive Monetization Building successful, profitable mobile apps. Our expert panel will share best-kept secrets on mobile monetization, including: - Getting your apps to market quickly- Challenges of developing for different platforms- Key metrics of success - Using social hooks to increase engagement kontagent,metrics,mobileapps,monetization
Kontagent is the leading user analytics . We help clients dig deeper into metrics, such as average revenue per user (ARPU), lifetime (LTV) and return on investment (ROI), etc., so that they can better understand and optimize their customer economics. In particular, we give our clients a view into acquisition, engagement, retention and monetization and bubble it up into a dashboard that an entire organization can access. Whether you’re developing on iOS or Android or even Facebook, every business that develops apps and needs to optimize LTV will benefit from our solution.
Lin Wang is director of customer insights at Glu Mobile. Prior to this, Lin worked in customer analytics at Nielsen. Josh Williams is president and chief science officer at Kontagent, where he is responsible for data science and R&D.
The way we look at user behavior is the same.Josh: The way we look at user behavior and what users are doing inside of a games or application is consistent across platforms, whether it’s a social platform like Facebook or Google+ or an app on mobile. We encourage our customers to be data-driven in both design philosophies and operations of their apps, and in how they’re growing their user base.
Josh: In order to do this, look at the behavioral insights—what users are doing inside the game/app. For your customer ROI analysis, pay attention to everything from the cost to acquire customers (CAC) to the specific types of users you’re bringing into an app, and from which source. Look at your customer economics to determine how much it costs to acquire cohorts and how much money you’re making from them over time. This metric is important across platforms. Overall, data-driven development is looking at CAC and marketing attribution—from which channels you’re acquiring new users, which channels are driving the most profitable users and which channels in which you should decrease your spend because they aren’t bringing in high-quality users. Then we look at retention—really what’s going on inside the app. Pay attention to the cohorts of users and how they behave over time. Which events are driving usage? What specifically is causing cohorts to come back over time? (This will give you more chances to monetize them.) Many mobile applications are free or free-to-play (F2P) games so in-app purchases are dominating mobile in the last year when it comes to revenue. This has made the levers that make up retention and monetization has become even more critical, which is very similar to what we saw in social. Lastly, look at monetization—that is, ROI for acquisition campaigns, segmentation of users, determining whether users are coming from paid channels vs. viral vs. organic channels (as well as cross-promotions). How each of these channels performs will help you with your user LTV analysis.
Josh: Mobile app developers want visibility and actionable insights into what’s going on inside your application. Kontagent provides that easily with our user-centric dashboards and easy-to-understand reports that can shared with the entire organization. Everyone from the marketing team to product managers and developers to the executive team can get a sense of overall of the app
Lin: Many of us think of an application as just an app, alone in its own little ecosystem. The way you need to look at it is as a storefront. Consider Amazon and eBay—these are purely shopping destinations so the entire experience isn’t much different than brick-and-mortar stores like Targets, Safeways, etc. The whole idea is to build an experience that helps people make decisions about the things they want to buy, and encourage them to complete the checkout process. If you want to increase conversions, ask yourself how you can create an enjoyable shopping experience where users ultimately want to spend money.
Lin: One of the biggest challenges that most of us have is, how can I make my users want to spend? That is, how can I make money? First, you must find ways to get users to your “store.” With brick-and-mortar stores, you pass out flyers, place weekly ads and rent billboards. Along came the Internet, and you paid for search and online ads. Now we are in the age of the app. With applications, we have three main channels: organic, paid and viral. These are all viable options that you can use to get users into the “store.” That’s the first step: if you don’t get people in the store, you can’t make money. So, for the sake of discovery and acquisition, take advantage of all three channels to drive users into your app.
Josh: There are some challenges that are unique to mobile. In the world of Web and social apps, we’re accustomed to getting complete insight into all user acquisition channels. But, as many mobile, developers know, due to the mechanics of the app stores on iOS—and to some extent, even on Android—it’s rather difficult to get visibility into the various ad networks that you’re using and how the individual campaigns are performing in driving users to your application. Currently the ad network ecosystem is fragmented. This makes it a bit more difficult to drive volume into your application and then be able to track the sources of the users effectively. But, there is an opportunity here. Kontagent can provide you a comprehensive, end-to-end solution that allows you to look at your acquisition channels and optimize them over time. We work with developers to track all your campaigns across networks and then to perform channel testing and optimization. For example, if you’re running various campaigns with different ad partners/ad networks, e.g. Flurry, Tapjoy, Playhaven, etc., to acquire different cohorts of users, Kontagent provides insight into which specific users come in through each channel. With this data, you can then optimize these campaigns and they can make decisions based which campaigns are performing well—and which aren’t. It’s also valuable to look at user performance from ad channels vs organic channels.
Lin: Acquisition is a good start, but once a user enters your application, there is a new set of factors you should you pay attention to. In order to make monetize your users, you must first engage them. It’s actually a continuous loop of engagement and reengagement. All along the way, A/B test the changes you make to your app to determine what works. Because it usually costs money to acquire users, you should always be thinking of ways to engage and reengage them before they even enter your app. Engagement is important, and reengagement is when users are most likely to spend. As far as looking into what they’re doing, you need to understand in-app analytics—their behaviors once they install your app, what are they buying inside your app, what motivates them, etc. Drive the development of your app around these insights.
Josh: Within those testing cycles, you will get a better sense of what’s causing them to come back, or what might be causing them to not come back. Currently, in mobile there’s a lack of user dimensions, e.g., demographic information, so it can be a challenge to divide segments. Kontagent helps with this; you can user custom tags to measure in-app behaviors, and to look at events that are generating inside your app. Then, you can segment those events and perform A/B testing around them. This will help to improve cohort retention and engagement over time. It’s important to note that it can be extremely difficult to build out these systems internally. Kontagent has spent years doing this, and the big opportunity here is that we can help mobile developers who don’t yet have access to this data. Our mobile clients can see the events that users generate over time to understand where the fall-off points are, and this helps them determine what the lifecycle of engagement in their app(s) that may be causing users to drop off. This is instrumental to engagement and retention because you get more insight into what users are doing in their first session vs what they’re doing in 10th session, or their first hour of play vs their 10th hour of play. It’s a window into what’s occurring as users progress in your app, and gives you a tremendous opportunity to optimize engagement and retention.
Lin: Once you have people engaged in a game, you have three majors factors behind every purchase: an impulse to buy, the hurdle to spend and store friction. Are you effectively increasing their impulse? At the same time, are you lowering friction, making it easy for them to buy? We’re still in the early stages of mobile. Imagine Amazon in the early Internet days. People may not have been very familiar and/or comfortable spending money this online. But now most people are very comfortable pulling out their credit cards to make a purchase on Amazon or any other ecommerce site. That’s the current challenge for us in the mobile space—the hurdle we have to overcome is that users may not be completely comfortable spending money. They need that extra push. Put in-app incentives in the right place at the right time where they look at this purchase as justifiable. You have to get them to think, “I believe I should buy this at this time because of several reasons that apply to my needs.” Just as Amazon online store font has grown up over the years, you app should be constantly evolving, too. Think of features such as, “Customers Who Bought This Item Also Bought…” Other features, such as one-click purchasing, lowered shipping costs, even creating personalized accounts so the customer doesn’t have to pull out their credit cards, also encourage the user. Can you create an experience within your app? When you put all those factors together, that’s what’s really driving your monetization. Josh: We find in general that developers are able to make huge games and increase monetization per user by attacking these dimensions. Purchase impulse: when are you presenting the opportunity to buy? Then, A/B test that. Does offering the opportunity work better at different points within the app? When do you offer items for purchase, and what are you offering them? Then there’s the spending hurdle. Test price points to find the optimal price that appeals to both the impulse to the purchase as well as minimizes or eliminates the spending hurdle. As you experiment with your application, this is really a process of continuous testing and improvement. When you’re doing that, it’s really important to look at per-user, per-segment ARPU and average revenue per paying user (ARPPU) to get predictive indicators of purchase behaviors. Generally what we find useful there is to look at the Day 1 and Day 7 retention of user segments. These are usually pretty good predictors of how long users will stick around in your apps and how much they will ultimately purchase.
Lin: It’s always about how you can calculate the success of your campaigns and these metrics are a top-level view of what your users are doing in your app. How do you understand if what you’ve done across all these channels is effective? Break it down by specific metrics: average spend per paying customer, ARPU, daily active users (DAU), and retention. All of those factors play a part in determining LTV. You should remember that every game or app is different. Based on the way it is developed, you have to understand if all four really pay equal value to how you calculate the success of the game. Some games have lower retention, some have high retention. Therefore, set an objective on what you think the LTV will be. If retention is low, ask yourself whether it is the actual game or app design, or whether you are targeting the right (or wrong) users.
MITCH:Present demo
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. Plug Twitter and kScope.