PowerPoint-Prsentation

Use data-driven app marketing to get your app to rank #1 in the App Store and increase ROI

What we will talk about todayAgenda2Explore three paid models of traffic providers

Define the process of developing a strategy

Introduce a short term solution to maximize results

The long term solution

Driving results: case studyTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com

Understand the 3 paid models3Trademob GmbH Friedrichstrae 126 D-10117 Berlin www.trademob.comCost Per Click, how safe is it?CPC4Pro:Good targeting optionsEasy to buyCon:High risk Low transparencyClick fraud

Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comCost Per Install, how safe is it?CPI5Pro:Affordable way to drive installsLow riskSometimes good targetingCon:Beware of incentivized trafficTraffic sources unknownHard to scaleNot easy to buy

Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comWhat you have to knowFixed Placement6

Pro:Short time periodImpact on rankingsVery low eCPICon: No targetingMedium user qualityNot scalable Short time periodTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com7

Develop a strategyTrademob GmbH Friedrichstrae 126 D-10117 Berlin www.trademob.comFour steps to a successful mobile marketing strategyDeveloping a strategy8Define targetsKnow your KPIsStep 1Step 2Set up trackingDevelop your campaign planStep 3Step 4Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com////////GOALSStep 1: Define targets9Get 20K new downloads in MalaysiaRank #1 in the App Store in U.S.A.Improve revenue by 70%Increase average return per userImprove rate of in-app purchases by 70%Increase CLVIncrease retention rateIncrease registrationsTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com///////Step 2: Know your KPIs10CPIActiveuserCost perregistrationSocialinteractionLevelcompletionIAPSubscriptionTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comStep 3: Set up tracking11Understand and measure your campaign data

Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comWrong data leads to wrong marketing decisionsStep 3: Eliminate inaccurate tracking12Inaccurate trackingIncorrect KPIsInefficient ad spend allocationwrongPublisherCPIA1,51B1C1,10PublisherCostInstallsA1000660B50005000C23002090 PublisherCostInstallsA10001000B50003800C23002000 ActualReported

Future investment per publisherPublisherCPIA1B1,31C1,15ActualMoney is invested in publisher with highest CPIReportedTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comOverview of the currently most discussed solutions in the marketTracking solutions for app marketing13Tracking Characteristics

UDIDDigital FingerprintMAC Address(ODIN)Paste Bin (OPEN UDID, Secure ID)HTML CookieNew Apple IdentifierTrademob TrackingPrivacy compliant Accepted by Apple()()Good user experience(no distraction due to separate browser opening)High accuracy*X**Tracking across different traffic sourcesTracking independent from ad networks Not available anymore* Algorythm essential criterion for tracking accuracy. Trademobs matching algorithm shows a 95% accuracy rate.** Privacy settings disabling cookie tracking strongly reduce tracking accuracy.First apps using Cookies have been rejected by Apple due to bad user experienceOnly works on in-app traffic, not web trafficTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comTake these easy stepsDevelop a campaign plan14Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com

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The short term solution

Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comInstantly generates thousands of new app userssmartBoost16DaysWeeks123456723456789Investment volumePaid downloadsOrganic downloadsRankingVirality, size of target group and installed user base of an app all affect the ideal campaign course!Pre-FlightTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com17

The long term solutionTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com

With sophisticated conversion tracking and campaign analyticsBuild up user base & collect data18Is my data reliable & consistent?What does this correlation mean?Which KPI is important for my business?

How valuable is this user?How much did I pay for acquiring this user?How much did this user spend with us?Which channel did this user come from?How can I monitor my ROI efficiently?How do I optimize my marketing spend across all possible sources?Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comOptimization of ad networks, publishers and campaign parametersMulti-level campaign optimization19CPI without optimizationAd network- level optimizationClick fraud protection/blacklistingCampaign-parameter-level optimization31% Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks.

Overall CPI reduction of 70% on averageLevel 1Level 2Level 3Level 514% 13% Publisher-level optimization12% Level 4Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comResults: Better conversion rates, lower CPI and more traffic

Long term optimization20WeeksW1W2W3W4W5W6W7W8W9W10CPI USD12345$ 4.50$ 1.7063% CPIimprovementF. P.CPCCPIF. P.CPCCPIF. P.CPCCPIF. P.CPCCPIF. P.CPCCPIF. P.CPCCPIBudget allocationTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.com21Learn by example

Trademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comCase study: Wordblitz for Friends 22

A high ranking after app launch instantly builds up user base1st launch in the App StoreTrademob Berlin I San Francisco I London I Paris I Madrid www.trademob.comA well-planned & executed boost generated >130,000 new usersCase study: Wordblitz for Friends 23

TimingWith 1st day of app launch, in December 2012Country:GermanyRanking achieved:7Total clicks:62,619Installs: 18,635CPI:Between 1 - 2Organic installs: 112,420Total installs:>130,000Effective CPI :