How to come up with the right MVP but at the same time consider all relevant channels and trends? Find out how Mobile Growth Stack framework can be transformed into your app's MVP

1. What’s your MVP for app
marketing?
Ekaterina Petrakova, OMM
November 2017

2. Index 01 What’s Mobile Growth Stack
02 Why Mobile (Growth Stack)
03 From Growth Stack to MVP for App Marketing
04 How We Do It
05 The Toolset

3. “The Mobile Growth Stack is a framework that helps
marketers, founders and growth practitioners
develop and evolve a strategy for growing the user
base of a mobile product or product portfolio.”
Mobile Growth Stack

4. 01 What is Mobile Growth Stack
4
Source: Mobile Growth Stack

5. 02 Why Mobile (Growth Stack)
>50%OF TRAFFIC IS MOBILE
e.g. over 60% of Zalando.de
traffic comes from Mobile.
>80%OF TIME
on mobile devices users
spend in apps.
>4.8MIOS APP DOWNLOADS
were generated by Shopping
Category in German market.
5
Source: SimilarWeb, May-October 2017 Source: PrioriData, October 2017Source: comscore

6. Application is no longer a competitive advantage.
For many businesses it’s the most convenient way to
reach out to customers and provide with the product.

7. 03 From Growth Stack to MVP for App Marketing
7
ATTRIBUTION SDKs:
Adjust
Kochava
AppsFlyer
Tune
Apsalar
ASO TOOLS:
AppTweak
MobileAction
TheTool
AppRadar
SensorTower
Tune
AppAnnie
AD NETWORKS:
Facebook
AppLovin
Jampp
Tapjoy
AdColony
Fyber
Mobvista

8. 03 From Growth Stack to MVP for App Marketing
8
pre- app launch requirements must-have features mobile growth scale-dependent tools / integrations

9. 03 From Growth Stack to MVP for App Marketing
9
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO
ASO DISTRIBUTION
ATTRIBUTION
MONETIZATION
SCREEN FLOWS
ACTIVATION
LIFECYCLE
MARKETING
CONVERSION
FUNNEL
A / B TESTING
DEEP LINKING

10. 03 From Growth Stack to MVP for App Marketing
10
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO
Personalization
Volumes

11. 04 How We Do It
11
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO

12. 04 Small Business
12
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO
Google Play + Website
Any free ASO tool
GA + GTM
Firebase
GA
Firebase
Google Cloud Messaging
-
Small
Business

13. 04 Small Business
13
Small
Business
PRE-LAUNCH
MARKETING DECISIONS
App Store
Website
Carrier website

14. 04 Medium / Customized Business
14
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO
AppTweak
App Stores / Website
UAC / Apple Search Ads
GA + GTM
Adjust
Firebase
Google Analytics
Firebase
Automated built-in solution
-
Medium
Business

15. 04 Medium / Customized Business
15
Event: propertyImpressions
Parameter: “totalResultsQuantity”:”435”
Event: filterApplied
Medium
Business
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT

16. 04 Business of Volumes
16
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO
AppTweak
AppBot
Ads / Ad Networks
GA + GTM
Adjust
Google Analytics
Push.io
Google App Indexing
Apptimize
Business
of
Volumes

17. 04 Business of Volumes
17
Business
of
Volumes
TRACKING
partner_params
"app_version":"3.18.2”
"user_segment":"4”
"device_type":"iPhone7,2”
"duration":"0"
Event: appLaunch
partner_params
"app_version":"3.18.2”
"shop_country":"SG”
"segment":"women”
"user_segment":"4”
"device_type":"iPhone7,2"
Event: countrySelection
partner_params
"region":"Berlin”
"app_version":"3.18.2”
"segment":"women”
"city":"Berlin”
"user_segment":"4”
"shop_country":"SG”
"device_type":"iPhone7,2”
"amount_sessions":"1"
Event:
categoryClickHomepage

18. 05 The Toolset
18
ASO
Small Business
Medium / Custom
Business
Business of
Volumes
DISTRIBUTION
AppTweak
The Tool
App Store
Cross-Sell
Ads (optional)
AppTweak & AppBot
PrioriData / AppAnnie
SplitMetrics
App Store
Cross-Sell
Ads & Ad Networks
Any ASO tool free trial
Google Keyword Planner
AppKeywords.io
App Store (optional)
Invitation-only
Website
dedicated team required

19. 05 The Toolset
19
TRACKING
Small Business
Medium / Custom
Business
Business of
Volumes
DATA COLLECTION /
ANALYSIS
USER BEHAVIOR /
ENGAGEMENT
CRO
GTM
Firebase
Adjust
Google Analytics /
Firebase / Mixpanel
Automated built-in solution
-
GTM
Adjust
Google Analytics /
Segment + Mixpanel
Braze / Accengage
HeatData
Apptimize
Dynamic Yield
GTM
Firebase
Google Analytics
- / Automated built-in
solution
-
free due to small scale / features use BI team required

20. 05 The Toolset
CROSS-CHANNELLING &
MULTITASKING
in order not to miss market
opportunity or underestimate
a tool
for analytics, segmentation,
targeting and lowering costs
IMPLEMENTATION &
MAINTENANCE SUPPORT
to estimate human and
financial resources, have an
ability to change your product
fast
20
TRACKING IN DETAILS

21. Ekaterina Petrakova, OMM
November 2017
Thank you

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