empowering freemium app publishers to better monetize every user
Post on 15-Jul-2015
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Empowering Publishers to Better Monetize Every User
IAP와 AD를아우르는최적의 Monetization
Tapjoy / 5Rocks Changsu Lee
Introducing the Leading
Marketing Automation and Monetization Platform
for Freemium Mobile Apps
Only a small percentage of your users…
…are actual spenders.
You have two goals:
You have two goals:
1. Increase the number of spenders.
You have two goals:
1. Increase the number of spenders.
2. Get your spenders to spend more.
How do we monetize to the “never spenders”?
Stop leaving money on the table.
Most companies are only looking at revenue.
200000
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
Revenue
Most companies are only looking at revenue.
200000
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
Revenue
Or ARPDAU.
Or ARPDAU.
80
70
60
50
40
30
20
10
0
Or ARPDAU.
80
70
60
50
40
30
20
10
0
Data alone is not an insight.
3.5% Users
Only a small percentage of your users are paying users.
98.6% Opportunity
3.5% Users
1.4% Daily Users
Take a look at your Daily Active User revenue contribution.
누가진짜충성도있는과금고객일까?
어떤고객이진짜충성도있는과금고객일까?
Take a closer look at the 3.5% of your app’s paying users.
1 time
2 times
3 times
4 times
5+ times
33.5% 35.8%
5.6%8.3% 16.8%
1 time
2 times
3 times
4 times
5+ times
33.5%
5.6%8.3%
35.8%
16.8%
Take a closer look at the 3.5% of your app’s paying users.
1 time
2 times
3 times
4 times
5+ times
33.5%
5.6%8.3%
35.8%
16.8%
Take a closer look at the 3.5% of your app’s paying users.
Who are your loyal paying users?
0.85
0.8
0.75
0.7
Correlation with Overall Revenue
1st 2nd 3rd 4th 5th
Loyal Paying Users
첫결제를하기가장좋은날은언제일까?
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
d0 d1 d2 d3 d4 d5 d6 d7 d8 d9 d10 d11 d12 d13
In order to have a 3rd conversion, you need to have a 1st conversion.
50%
36.10%
9.10%
5.10% 4.20%
3.20% 2.50% 2.40% 2.10% 1.80% 1.50% 1.40% 1.30% 1.20% 1.10%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
d0 d1 d2 d3 d4 d5 d6 d7 d8 d9 d10 d11 d12 d13
In order to have a 3rd conversion, you need to have a 1st conversion.
50%
5.10% 4.20%
3.20% 2.50% 2.40% 2.10% 1.80% 1.50% 1.40% 1.30% 1.20% 1.10%
36.10%
9.10%
Revenue
Traditional View of Spenders
MinnowsNon-paying Dolphins Whales
Introducing Tapjoy’s Future Value Map™
Historical Revenue
Rookies
Never
SpendersBeached
Whales
True Whales
PredictedFutureLTV
LTVARPDAU
Churn Rate=
LTV Σ (Revenue + Future LTV)=
Introducing Tapjoy’s Future Value Map™
Historical Revenue
Rookies
Never
SpendersBeached
Whales
True Whales
PredictedFutureLTV
Future Value Map™ – Snapshot, D+14
Non-Paying
Minnows
Dolphins
Whales
Non-Paying Minnows Dolphins Whales
82.2
2.3
1.9
2.2 2.7
0.9
2.5
3.8
0.6
0.2
0.2
0.4
0
0.02
0.03
0.02
% of Users
Future Value Map™ – Snapshot, D+14Not all non-spenders are created equal
Non-Paying
Minnows
Dolphins
Whales
Non-Paying Minnows Dolphins Whales
82.2
2.3
1.9
2.2 2.7
0.9
2.5
3.8
0.6
0.2
0.2
0.4
0
0.02
0.03
0.02
7%
% of Users
Future Value Map™ – Snapshot, D+14Just focus on your whales, right?
Non-Paying
Minnows
Dolphins
Whales
Non-Paying Minnows Dolphins Whales
82.2
2.3
1.9
2.2 2.7
0.9
2.5
3.8
0.6
0.2
0.2
0.4
0
0.02
0.03
0.02
70%
% of Users
Non-Paying
Minnows
Dolphins
Whales
Non-Paying Minnows Dolphins Whales
2.3
1.9
2.2 2.7
0.9
2.5
3.8
0.6
0.2
0.2
0.4
0
0.02
0.03
0.0282.282.2 86.4%
and who will never spend again
Future Value Map™ – Snapshot, D+14Predicting who will never spend…
% of Users
Managing the Lifecycle of Your App
Non-P
ayin
gM
innow
sD
olp
hin
sW
hale
s
Non-Paying Minnows Dolphins Whales
83.08
12.97
0
0 0
0
1.27
1.26
0
.05
.52
.39
.03
.06
.23
.13
Non-P
ayin
gM
innow
sD
olp
hin
sW
hale
sNon-Paying Minnows Dolphins Whales
98.89
0
0
0 0
0
.03
.77
0
0
.01
.19
0
0
.01
.10
Future Value Map™ D+60
15.13%
% of Users% of Users
.05%
Future Value Map™ End of Life Cycle
Now Let’s Turn Insights Into Action
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