mobile growth hacking w/ branch metrics
TRANSCRIPT
MOBILE GROWTH HACKINGAnny HsuCocoaheads TaipeiSep. 15th, 2015
with
Growth Hacking
A marketing technique developed by
technology startups which uses creativity,
analytical thinking, and social metrics
to sell products and gain exposure.
-Wikipedia
What is a Growth Hacker ?
A person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth.
-Sean EllisA hybrid of marketer and coder, one
who looks at the traditional question of
‘How do I get customers of my product?’
-Andrew ChenA growth hacker lives at the intersection of data, product, and marketing.
-Aaron Ginn
App Growth Cycle
Awareness
Activation
Download
Share
But, driving awareness is challenging…
And, making users actively STAY with your app is even more challenging…
Universal Links for Mobile Apps
▶ Deep link
Deep Link
A deep link is a hyperlink that instead of
linking to a homepage is linking to a specific website or piece of content.
Deep links go deeper than just to the homepage because they contain all the information to direct you to a specific place.
App Stores are a barrier for information and analytics.
Digital Fingerprint
• IP address
• OS
• OS version
• Timestamp
• Device model
• Screen size …and other parameters
How does Branch matching work?
Matching Mechanisms
• Device fingerprintingMatch browser fingerprint and device fingerprint.
• Memory-Based Match TechniqueSave a record of historically matched pairs & IDFA/GAID.
• Facebook App Links and Match API Facebook App Links protocol. POST IDFA/GAID and get App Link data.
• Google Play INSTALL_REFERRER BroadcastCustom referrer query parameter at the end of Google Play store URL. ex. market://details?id=com.myapp&referrer=deferred_deeplink_stuff
Contextual Deeplink
So how can I use mobile deep links?
• Content sharingIncrease app sessions and reach new users
• Rewarded referrals Let existing users be your marketing team
• Smart banners Convert web users to mobile
• Deep linked ads Track installs and reduce steps to conversion
• Deepviews Experience content before install
Deepview n. [deep-vyoo]
Definition A browser-based rendition (splash page) that is visible on desktop or mobile web, of content that resides within a native app, accompanied by a deep link that routes the user to the
Origin First Known Use: New product naming brainstorm session, Branch offices, Palo Alto, July 2015.
Case Studies
• Hotel tonight
Case Studies
Implementation
• Set up URI scheme & keys (Dashboard->Settings) in Info.plist
• Start Branch session
• Handle deep link
Link Creation
• Mobile SDKs
• Append query parameters
https://bnc.lt/a/key_live_jbgnjxvlhSb6PGH23BhO4hiflcp3y7ky?has_app=yes&channel=facebook&stage=level4&feature=affiliate&og_title=Cocoaheads$mykey=hello_world
• Web SDK Web link, Smart banner, SMS link
• HTTP API URL endpoint, Bulk link endpoint
• Dashboard
curl -X POST \-H "Content-Type: application/json" \-d '{"branch_key":"key_live_jfdweptNITtAY5HVY3mBSojopgfGf8qQ", "campaign":"announcement","feature":"invite","channel":"email","tags":["4"],"data":"{\"name\":\"Alex\",\"email\":\"[email protected]\",\"$desktop_url\":\"https://branch.io\"}"}' \https://api.branch.io/v1/url
{'url’ : ‘https://bnc.lt/ADaEf23-0’}
FAQ
Do I need to pay $$ ?Nope.
FAQ
How accurate is the matching ?Pretty accurate but…it sometimes fails
However, things change in
SFSafariViewController
• Approach: 1. In the iOS app, create a URL pointing to Branch servers and including a unique identifier for the device, like IDFA. 2. Open the SFSafariViewController and point it to that URL 3. Server-side, the API endpoint receives the IDFA and parses the cookie (if any) sent up with the request. Branch sends down a new cookie if it didn’t exist previously. We now have a link between the user in the browser (cookie) and the user in the app IDFA.
▶ 100% matching
Resources
• Andrew Chen’s Blog
• Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising
• Branch Blog
• Branch PodcastSoundcloud: #MobileFirst by Branch
Thanks for listening :)