michael oiknine: media app summit
TRANSCRIPT
FROM DOWNLOAD TO DOMINATION
Engaging Mobile App Users with Analytics and Targeting
Michael OiknineCEO, Apsalar
THE MOBILE MINDSHARE WAR LEADS TO…
Used Weekly
Rarely Used
Used Daily
Discovery Problem
Engagement Problem
Install
1.3MM+ Apps in iOS & Android App Stores1.3MM+ Apps in iOS & Android App Stores
… AN ENGAGEMENT PROBLEM
Average Sessions Per App Decreases by 20% Per User
for Each Additional App Installed
Average Sessions Per App Decreases by 20% Per User
for Each Additional App Installed
… AND UNSUSTAINABLE ECONOMICS
Do Not Monetize
RetargetingAttribution
Analytics
In-App & LTV
Analytics
Audience Targeting
MARKETERS MUST EFFECTIVELY CONTROL THE FULL USER LIFECYCLE
AnalyzeAcquire
ACQUIRE
98%+ of users spend nothing or very little in apps
ALL USERS ARE NOT CREATED EQUAL
+56% CPI Increase on iOS since January+70% CPI Increase on Android
MANY ACQUISITION METHODS ARE EXPENSIVE -YET DON’T LEAD TO PAYING USERS
ACQUIRE THE RIGHT USERS FOR YOUR APPS
Get The Right Mobile App Users
Reach As Many Users As Possible
• Build highly targeted audiences
• Acquire paying & engaged users
• Anytime, anywhere• Leverage partnerships with 3rd
party exchanges, networks, RTB platforms
Blind Ad Network
Incentivized Instal ls
AudienceTargeting
Retargeting Exist ing Users
Budget $500 $500 $500 $500
Cost Per Install $3 to $5 $0.5 to $1 $2 $1
Users 100 1,000 250 500
% of Paying Users
Less than 2%
Less than 1% More than 10%
More than 10%
Paying Users 2 10 25 50
Sample ROI -90% -75% +75% +100%
NOT ALL ACQUISITION SOURCES ARE CREATED EQUAL- ILLUSTRATION
AUDIENCE TARGETING DRIVES PAYING USERS
Target Lookalike Audience
ANALYZE
Find out using mobile analytics
NICE! YOU HAVE USERS AND THINK THEY’RE ENGAGED… OR ARE THEY?
QUESTIONS YOU SHOULD BE ABLE TO ANSWER
1. Who are my high value users?
4. What’s the retention rate of my users?
2. What’s the lifetime value of my users?
5. What’s the ROI across each of my acquisition sources (ex. Facebook)?
3. How are changes in my app affecting revenue, engagement & monetization?
DAUs/MAUs
Retention & Churn
Engagement Index
11 22 33 44
Lifetime Value
User Acquisitio
n ROI
55
ACTIONABLE METRICS YOU SHOULD BE TRACKING
WHY• Basic measure of loyalty for mobile games• Approximation of how many days per
month a monthly active user is engaged with your app
• Use to benchmark against other games
HOW• You can obtain DAU and MAU data from a
mobile-specific analytics provider
METRIC #1: DAU/MAU
WHY• DAUs/MAUs do not fully equal loyalty• Retention rate can decrease while
DAU/MAUs increase
HOW• Examine how long your users stay active• Use daily retention cohort analysis
METRIC #2: RETENTION & CHURN
WHAT IS A COHORT? MEASURING PERFORMANCE OF USERS OVER TIME
Retention Rate
Retention Rate Evolution
Retention Rate Evolution
DAILY COHORTS ARE USED TO MEASURE EFFECT OF IN-APP CHANGES ON RETENTION
WHY• Engaged app users are much more likely
to spend money within your app
HOW• Using an Engagement Index, you can
define what to tag as an engagement event and how much weight/value you want to place on each
• Use daily engagement cohort analysis
METRIC #3: ENGAGEMENT
Action Engagement Index Weight
Buy Virtual Good 100 points
Add Virtual Item to Shopping Cart
80 points
Viewed virtual item 70 points
Registered credit card 65 points
Sharing achievement on Facebook
60 points
Reached a certain level 50 points
DEFINING ENGAGEMENT EVENTS - SAMPLE
Each event can be assigned your own engagement value, creating an Engagement Index
– Examples: Search Product = 3 points, Check Price = 5 points
ENGAGEMENT INDEX IS A BETTER FORM OF KPI
Engagement Index
USE COHORTS TO MEASURE EFFECT OF IN-APP CHANGES ON ENGAGEMENT
Engagement Evolution
WHY• Measure the total revenue an active user
generates within your apps
HOW• Automatically assign revenue events• Use funnels to optimize conversions• Use cohorts to track changes in user
spend
METRIC #4: LIFETIME VALUE (LTV)
Each event can be assigned with revenue to monitor ARPU
– Example: Purchase Gold Coins = $0.99
MEASURE REVENUE, ARPU & CORRELATE WITH ENGAGEMENT
TRACK REVENUE TO BETTER UNDERSTAND USER SPEND BEHAVIOR
View by segmentsView by segments
Events across all applications can be selected as steps or a goalEvents across all applications can be selected as steps or a goal
View by Conversion/Engagement/RevenueView by Conversion/Engagement/Revenue
USE FUNNELS TO MONITOR CONVERSIONS
ARPU by Cohort
ARPU Evolution
ARPU Evolution
USE COHORTS TO MEASURE EFFECT OF IN-APP CHANGES ON REVENUE
WHY • Learn which acquisition sources provide
the best return on investment for your marketing dollars
HOW• Measure effectiveness with referral
tracking attribution • Tie back to LTV using cohort analytics
METRIC #5: USER ACQUISITION ROI
TRACK THE EFFECTIVENESS OF YOUR ADVERTISING SPEND
ARPU by Acquisition Channel
ARPPU/LTV Evolution
ARPPU/LTV Evolution
USE COHORT TO OPTIMIZE AD BUDGET BY LTV GENERATED
REMARKET
NOW THAT I’M MEASURING LTV…HOW DO I INCREASE IT?
REMARKET TO USERS TO INCREASE REVENUE
USE CAMPAIGNS TO MAXIMIZE CUSTOMER LTV
Reactivate Complete Promote
• Bring high value users back to your app
• Direct users to complete an abandoned purchase
• Cross-promote your apps & products
Any – Any Fish Tank user in the United States or using Android or that has completed Level 2 or that has spent more than $2.00
Any – Any Fish Tank user in the United States or using Android or that has completed Level 2 or that has spent more than $2.00
All – Fish Tank 2 users in France and using an iPhone and have finished the tutorial and have an engagement score greater than 65
All – Fish Tank 2 users in France and using an iPhone and have finished the tutorial and have an engagement score greater than 65
DEFINING YOUR BEST AUDIENCES IS KEY TO REMARKETING SUCCESS - EXAMPLE
SUMMARY & NEXT STEPS
RetargetingAttribution
Analytics
In-App & LTV
Analytics
Audience Targeting
MARKETERS MUST EFFECTIVELY CONTROL THE FULL USER LIFECYCLE
AnalyzeAcquire
• Provider of Free 360O Analytics– Campaign Referral Measurement– In-App Analytics Including
• Audience Management & Segmentation• Real Time Cohorts• Real Time Funnels• Automated Revenue And LTV Tools
• Audience Targeting & Retargeting Product In Beta
• San Francisco-Based• Founded in 2010, VC-backed
OVERVIEW OF APSALAR
APSALAR ANALYTICS HELPED MOTION MATH DOUBLE CONVERSIONS TO PAID
~2x
APSALAR AUDIENCES DELIVER PAYING USERS
2%
15%
~8x
APSALAR POWERS THE WORLD’S TOP APPS
QUESTIONS?
http://apsalar.com