MMA insight Series by Tune
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Apresentação Ilja Goossens
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MMA insight Series by Tune
- 1. Sao Paolo
- 2. cheating mobile to acquire quality users 1000 ad partners say they can help you win (good luck with that) what you need: a simple, repeatable process to find the truth … and profit accordingly
- 3. who you gonna call? To win, you need an edge. One of the ways: better data. Insider information. Smart tips.
- 4. One source: credible reports
- 6. Mobile app installs: volume
- 7. Mobile app installs: quality
- 8. But you’re smarter than that.
- 9. Mobile app retention at 1, 2, 3, 7, and 14 days
- 10. Mobile app revenue at 30 and 60 days
- 11. Benchmarks are just OK They have limited value. They’re only averages. We can use them to track relative progress, but what we really need is specific, actionable insight that is tailored to apps and orgs like us.
- 12. Mobile success: what we actually want
- 13. Mobile success: what we can actually get
- 14. Let the data speak Let’s walk through an example.
- 15. You want: top global app install partners
- 16. But just on iOS?
- 17. But just in North America?
- 18. But just in North America?
- 19. But how much will these app installs cost?
- 20. But what about assists?
- 21. But what about assists?
- 22. Retention is important, isn’t it? And what about Android?
- 23. Retention is important, isn’t it? And what about Android?
- 24. D3 is fine, but what about D14?
- 25. D3 is fine, but what about D14?
- 26. And actually, revenue is the most important metric, right?
- 27. And actually, revenue is the most important metric, right?
- 28. I could keep going ... But the point is how you can do this yourself Every day If you want
- 29. It’s right in the TUNE Marketing Console
- 30. The magic is in the filtering
- 31. Type of ad partner
- 32. Ad format
- 33. Region
- 34. And … importantly: certified partner
- 35. Wisdom of crowds You’re not flying blind anymore. Every other marketer using the TMC is helping you, and you’re helping them.
- 36. cheating mobile a thousand ad partners will tell you they can deliver the right prospects/users/customers to help you win good luck with that what you need is a simple, repeatable process to find the truth … and profit accordingly
Notes de l'éditeur
- Mobile marketers are in charge of a lot these days Customer journey … user acquisition … customer experience … user engagement But the biggest and most critical piece: finding and nurturing new customers … new users There are plenty of ways to do that, but one of the most common: working with ad partners to bring in a stream of new users Thousands of options … each promising success Our goal: ensure. you. win. How? Cheating :-) Well … not really. But the results are so good … it’s as if you were
- To succeed, you need an edge. Better information. Inside scoop. One place: reports
- Released a report a month ago Data from our top 400 integrated advertising partners Tens of billions of taps Billions of app installs Useful ...
- A lot of marketers want benchmarks … can help you compare your own performance with industry standards CPI? RPI? Retention TUNE 2.2B devices globally Data we’re looking at today: 45B clicks, 3B installs … from first 9 months of year So let’s look at a few benchmarks
- So, for example … CPI At volume, we’re seeing numbers like these right now: $1 for Android $2 for iOS
- For quality users, you’ll pay more ... $3 for Android $5 for iOS
- Nobody just wants installs anymore Vanity metric! Newbie alert! You want retention. You want revenue. You want actual results.
- New users are great. The question is: are those new users sticking around? And, the benchmarks will tell you that you’ll have: About 30% of your new users still around after 14 days Bit of up and down depending on whether they’re iOS/Android But … a bigger variance on whether they’re organic or paid … stronger predictor of results
- More importantly, you want to know … how much revenue can I make with those users? iOS: $2.50 to $3 in the US in the first 60 days Android: $1 to $1.50 in the US in the first 60 days
- We don’t really want averages We actually want targets We want to over-deliver We want to out-perform We want to win As specific and as tailored as possible.
- If we’re gonna chea …. We want a crystal ball We want the wizard to tell us exactly what to do Exactly how to have success Precisely how we’ll win
- Good luck with that We don’t have a crystal ball We do have big data We do have the experience and results of thousands of marketers. They’re where you are, they are … some of whom are remarkably like you … with goals very similar to your own Let’s see what that can do for us Image from: http://www.bigdata.cl/los-50-top-bigdata-users-de-twitter/
- Pretending we’re a marketer who’s looking for ad partners Pretending we have access to a huge amount of data about their capabilities I’m going to run an example for you as though I’m a marketer with a mobile app, and I’m looking for ad partners. I want to slice and dice and find out who I should be working with. I have a huge amount of data about their capabilities.
- Let’s say you’re looking for the best partners for driving mobile app installs, and you really want volume. You can see that GOogle is absolutely massive, and though it’s the long-tail You’d want to know who the top partners driving volume are, right?
- But maybe you just want iOS:
- But maybe, global is not all that critical for you … You actually only need North America, because that’s where 97% of your revenue comes from:
- But now you’re thinking … how much are these installs going to cost me?
- But maybe, you’re smart. And you realize that different ads are important at different stages in the mobile “buyer’s journey.” So, you want to use some ad partners who give “install assists.” Whose ads apparently help mobile users make up their mind to install apps:
- But maybe, you’re smart. And you realize that different ads are important at different stages in the mobile “buyer’s journey.” So, you want to use some ad partners who give “install assists.” Whose ads apparently help mobile users make up their mind to install apps:
- But now you get even smarter. And you decide that while installs are nice, users who stick around for a while are even nicer And, by the way, you want retention in your Android app too.
- But now you get even smarter. And you decide that while installs are nice, users who stick around for a while are even nicer And, by the way, you want retention in your Android app too.
- D3 is all fine and good, but you want D14. You think that if you have a user for 14 days, you can build a habit that will last a lot longer.
- D3 is all fine and good, but you want D14. You think that if you have a user for 14 days, you can build a habit that will last a lot longer.
- And you decide that you don’t just want sheer volume of app installs … you want results. You want actual revenue from these installs. Successful mobile companies … high # of ad partners … regular review and experimentation
- And you decide that you don’t just want sheer volume of app installs … you want results. You want actual revenue from these installs. Successful mobile companies … high # of ad partners … regular review and experimentation
- No more pretending ...
- This is a simple one: who’s using which ad partners the most? One tap gets you click volume and install volume.
- And it’s clear which of 1,000 ad partners will work best for you.
- Thank you for your time ...