1. The Mobile Growth
Stack
Andy Carvell
soundcloud.com/acarvell
@andy_carvell

2. Designed and built for
Creators
Tools to engage with their
Audiences
For everyone
!
Everywhere

4. 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-Linking
Re-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
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
e
t
a
r
g
e
t
i
n
g
Community

5. ANALYTICS
Analytics
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling

6. ACQUISITION
Acquisition 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)
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g

7. A/B TESTING OF APP STORE ASSETS

8. CARRIER + OEM PARTNERSHIPS

9. INTEGRATIONS = MULTIPLIERS

10. CROSS-PROMOTION

11. ENGAGEMENT &
RETENTION
Engagement
&
Retention
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
!
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g
Community

12. ONBOARDING

13. CRM (email, push, etc)
Messages should be…
!
Relevant:
channel
information
Timely
Personalized

14. 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
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
R
e
t
a
r
g
e
t
i
n
g

15. MONETISATION

16. Mobile Growth Stack - SoundCloud
Acquisition
Engagement
&
Retention
Monetization
Analytics
Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships +
Integrations
(inc. carriers,
OEMS, SN
Widgets)
VIRAL
(invites, shares/
integrations)
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
!
(mobile CRM)
Deep-Linking
Re-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
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
e
t
a
r
g
e
t
i
n
g
Community

17. Mobile Growth Stack - Clash of
Clans
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-Linking
Re-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
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
e
t
a
r
g
e
t
i
n
g
Community

18. FEEDBACK?
!
QUESTIONS?
!
SUGGESTIONS TO
IMPROVE THE
STACK?

19. Thanks!
Andy Carvell
soundcloud.com/acarvell
@andy_carvell