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TargetSummit Berlin Meetup | Phiture, Andy Carvell

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Mobile Growth mindset

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TargetSummit Berlin Meetup | Phiture, Andy Carvell

  1. 1. PR acquisition App Store Optimization Content Marketing Performance Marketing Distribution Deals (pre-installs, traffic exchange) Viral loops (Invites & content sharing) International First Time User Experience (onboarding, tutorial) User Accounts (Data persistence, sign-in services) Deep Linking Lifecycle Marketing Activity Notifications Community (Engagement & Support) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Fixed, Dynamic, Regional, Virtual currency) Merchandising Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships Cross-sell Content Indexing (Mobile SEO) Deeplink Attribution Event Tracking Campaign Measurement A/B testing Touch Heatmaps Screen Flows Conversion Optimization Push notifications In-App Messaging Email SMS Search Social Mobile Ad Networks TV, Print, Radio Owned Channels App Store Listing App Store Analytics ASO Keyword Performance Tracking User Segmentation Conversion Funnels Billing & Revenue Reporting Performance Analysis (CPU, Battery, Network, Bug Tracking) Cohort Analysis Content Analytics Sentiment Tracking LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling (Opportunity identification) Install Attribution User Testing Channelsengagement &retentionanalytics&insights Revenue Model (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) monetization TargetSummit Berlin @andy_carvell Mobile Growth Process www.mobilegrowthstack.com www.phiture.com
  2. 2. ● Growth Modeling ● Experimental process ● Hypothesis definition ● Using the Mobile Growth Stack to identify opportunities ● Running a growth meeting ● Growth team setups ● Examples of real growth teams: how SoundCloud did it Growth Process
  3. 3. Everything comes back to the Growth Model ● Start with nailing the qualitative model ● Figure out (and agree internally on) your ‘growth story’ ● Next: Quantitative spreadsheet to model these steps. ● Refine model over time as user understanding deepens through experimentation, user testing, interviews and questionnaires.
  4. 4. Src: http://abovethecrowd.com/2014/07/11/how-to-miss-by-a-mile-an-alternative-look-at-ubers-potential-market-size/ Uber’s Growth model
  5. 5. SRC: http://www.mobilegrowthstack.com/analytics-insights/growth-modeling/mobile-growth-model/ (William Gill) Build a Basic Growth Model Build a quantitative, input-driven model that captures the drivers of acquisition and retention as you understand them. Start simple. All models are abstractions; it will never be perfect. Use your growth model to do scenario planning: See how numbers develop if you focus on acquisition and increase installs by 10%. See if you would get more active users in 3 months by making retention improvements affecting new users, etc. Identify the biggest opportunities.
  6. 6. Identify Opportunities and Build a Growth Backlog What’s the current process for defining & refining hypotheses & predictions? Is there an experiment backlog? How do new ideas make it into the backlog? What are the currently active experiments? What are they teaching you about your users? Audit your growth efforts to identify areas for development.
  7. 7. PR acquisition App Store Optimization Content Marketing Performance Marketing Distribution Deals (pre-installs, traffic exchange) Viral loops (Invites & content sharing) International First Time User Experience (onboarding, tutorial) User Accounts (Data persistence, sign-in services) Deep Linking Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Fixed, Dynamic, Regional, Virtual currency) Merchandising Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships Cross-sell Content Indexing (Mobile SEO) Deeplink Attribution Event Tracking Campaign Measurement A/B testing Touch Heatmaps Screen Flows Conversion Optimization Push notifications In-App Messaging Email SMS Search Social Mobile Ad Networks TV, Print, Radio Owned Channels App Store Listing App Store Analytics ASO Keyword Performance Tracking User Segmentation Conversion Funnels Billing & Revenue Reporting Performance Analysis (CPU, Battery, Network, Bug Tracking) Cohort Analysis Content Analytics Sentiment Tracking LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling (Opportunity identification) Install Attribution User Testing The Mobile Growth Stack 3.0 — A strategic framework for mobile growth By @andy_carvell with contributions from @moritzdaan engagement &retentionanalytics&insightsmonetization Channels
  8. 8. Growth Backlog Best Practice ● Everyone encouraged to contribute ideas ● Backlog groomed by PM + reviewed with growth team ● Every experiment driven by a hypothesis ○ Result should lead to better understanding of user psychology & possibly refine the growth model, even if there is no positive impact on metrics. ● Prioritised by Projected Impact, Estimated Effort, Level of Confidence (i.e. do you think it will work?) ○ Use scenario modelling to work out which initiatives have the most upside for overall growth ● Aim to iterate fast… quick wins and small tests can be good for gaining momentum in the process
  9. 9. Experiment Metric(s) Impact Confidence Ease Score Add focus on security in onboarding flow to accommodate German-specific concerns D-1 Retention 4 8 5 =AVG() Frame App Store screenshots in phone to boost conversion Downloads 3 5 10 =AVG() Partner up with a German Telco with low data offerings (ie. AldiTalk) MAU 10 7 3 =AVG() From Stack to Ideas
  10. 10. Considering REACH ● Consider Reach through the lens of retention curve… if you’re targeting only engaged, retained users, the group (at least in cohort terms) is very small compared to a feature / action that reaches NEW users before they churn. ● Better to ask new users to do things while they are still there, even if conversion would be better with highly engaged users (since the higher volume x lower conversion rate still = more impact). NB: Not in every case, but be sure to do the math. ● Fewer than 25% of A/B tests produce a meaningful upside. Often useful to test extreme ideas - as long as the upside case is there.
  11. 11. How to Run a Weekly Growth Meeting Brian Balfour (HubSpot) on running a growth meeting http://www.coelevate.com/essays/growth-meeting ● Celebrate IMPACT over everything else ● Keep weekly meeting tight ● Maintain a backlog of ideas that anyone can contribute to (company wide) ○ PM / growth manager grooms the backlog ● Encourage environment of experimentation (failures are important) ● Aim to increase the speed that experiments (and hence failures) that can be executed: faster iteration. ● Kill initiatives that don’t work quickly ○ SCALE those that do work
  12. 12. Possible growth team structures Src: https://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9#.bjwodayow
  13. 13. Newly formed growth team in April 2015, replacing earlier attempt. (Restructuring again since Sep 2016) Total team size: 4 PMs, 8 Eng, 1 Designer, 2x Data Scientists, 1x Growth Marketer Acquisition handles inbound referrals, SEO, Viral Retention handles CRM (inc. activity notifications), Re-Activation, Onboarding Sign-In is a small team focused on Sign-In… likely to expand to pick up Activation Some Email marketing and ASO support from Marketing Team. Partnership BD is done by a separate team out of SF. Sub-Teams ● Acquisition ● Sign-In ● Retention (inc. reactivation) ● International

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