mge: applying the mobile growth stack

Applying the Mobile Growth Stack

Andy Carvell soundcloud.com/acarvell

@andy_carvell Mobile Growth Europe

Designed and built for

Creators Tools to engage with their

Audiences For everyone

Everywhere

MOBILE GROWTH STACK

Acquisition

Engagement&

Retention

Monetization

Analytics

Cross-Sell App Store Optimisation

Press / PR / Blogs / Social

Paid Channels(Ad Networks, SMS, Search, FB

+Twitter)

Partnerships(inc. carriers, OEMS & 3rd party stores)

VIRAL(invites, shares/integrations)

Onboarding Flow(tutorial,

welcome emails, NUX)

PUSH / Email / SMS / in-app

alerts

(mobile CRM)

Deep-LinkingRe-Activation

Campaigns

IAP, Paid Apps,Ad-Supported,Subscriptions,Virtual Goods

Relevant Payment Methods

- e.g. Carrier Billing, PayPal, Offer Walls,

Credit Card Processing

Conversion Optimisation

International

Virtual Currency

Dynamic Pricing

Install Attribution

In-App Events

CampaignMeasurement

Screen FlowsConversion

FunnelsUser Testing

User / DeviceDemographics

Cohort Analysis

Bug Tracking A/B Testing HeatMapsApp StoreAnalytics

SentimentTracking

KeywordPerformance

CPU/Battery/Network

PerformanceAnalysis

LTV Modeling

Check out http://bit.do/mobilegrowthstack for more info

Retargeting

Community

Mobile growth stack v2.1 @andy_carvell

ANALYTICS

Analytics

Install Attribution

In-App Events

CampaignMeasurement

Screen FlowsConversion

FunnelsUser Testing

User / DeviceDemographics

Cohort Analysis

Bug Tracking A/B Testing HeatMapsApp StoreAnalytics

SentimentTracking

KeywordPerformance

CPU/Battery/Network

PerformanceAnalysis

LTV Modeling

INSIGHT + ACTION

ACQUISITION Acquisition Cross-Sell App Store

OptimisationPress / PR /

Blogs / Social

Paid Channels(Ad Networks, SMS, Search, FB

+Twitter)

Partnerships(inc. carriers, OEMS & 3rd party stores)

VIRAL(invites, shares/integrations)

International

Retargeting

A/B TESTING OF APP STORE ASSETS

..NOW SUPPORTED DIRECTLY IN GOOGLE PLAY

CROSS-PROMOTION

INTEGRATIONS TO DRIVE VIRALITY

CARRIER + OEM PARTNERSHIPS

ENGAGEMENT & RETENTION

Engagement&

Retention

Onboarding Flow(tutorial,

welcome emails, NUX)

PUSH / Email / SMS / in-app

alerts

(mobile CRM)

Deep-LinkingRe-Activation

Campaigns

International

Retargeting

Community

ONBOARDING

Targeted drip-campaign, delivered as an in-app interstitial, to increase new user retention by driving ‘like’ action.

Adaptive Onboarding Series

TRANSACTIONAL NOTIFICATIONS

Experimental Framework

LifeCycle Comms

MONETISATION

Monetization

IAP, Paid Apps,Ad-Supported,Subscriptions,Virtual Goods

Relevant Payment Methods

- e.g. Carrier Billing, PayPal, Offer Walls,

Credit Card Processing

Conversion Optimisation

International

Virtual Currency

Dynamic Pricing

Retargeting

MONETISATION

RETARGETING

Targeted visitors to the pro page who hadn’t upgraded their plan.

Drove additional subscriptions at ROI-positive prices.

Scaled channels that worked: Twitter and Google Display Network.

Q & A

Andy Carvell soundcloud.com/acarvell

@andy_carvell

Thanks!