advanced analytics, targeting, and monetization with inmobi and unity
DESCRIPTION
Given that a lot of effort and money is spent trying to acquire high quality users, it is extremely important to understand user behavior within your app once you acquire them and figure out how to maximize the time spent and money earned from each user. In this webinar, Pratik Shah, Product Manager at InMobi will discuss a few smart techniques to maximize app revenues using the LTVP platform. He will also demonstrate how to integrate the LTVP platform into your app using the Unity plugin in less than 5 minutes. About the presenter: Pratik Shah, Product Manager Pratik is a Product Manager at InMobi and excited about building products that expand the mobile app ecosystem. In his previous life in Investment banking industry, he was an Account Manager at Aegisoft, a New York based high frequency algorithmic trading startup, exiting successfully by acquisition by Thomson Reuters. Besides being an avid hiker on trails such as Everest Base Camp & Yosemite, he has also been active in several associations such as Cambridge MBA ventures, Silicon Valley Comes to UK & Asha for Education.TRANSCRIPT
Maximize your users
Agenda
‣ Ecosystem needs
‣ InMobi LTVP
‣ Actions at Work
‣ Getting started
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700K iOS & Android apps 60% app developers don’t profit 30% apps used only once
It’s a tough world out there.. Only user focused app businesses will win!
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How do I Maximize each user’s value? SOLUTION:
Understand ALL of your users and act upon each one differently
Monetize through in-app purchase AND
ads?
Maximize
engagement levels for all
users
Acquire users effectively
Retention Acquisition
Monetization
USERS
Keep it simple: Focus on value maximization during ‘ARM’ cycle
In order to focus on monetization, it is important to look beyond monetization..
Basics
‣ App value = Number of users * LTV of each user
LTV of each user
‣ Lifetime value ‣ LTV = value * engagement
Value levers
‣ Monetization ‣ Virality ‣ Loyalty ‣ UGC & Community ‣ Feedback ‣ Marketplace (Downloads, Ratings & Comments)
Increase engagement & monetization
InMobi Lifetime Value Platform (LTVP)
LTV Maximization — How It Works
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‣ Virtual good sales
‣ Ads
‣ Rewards
‣ Cross promote
‣ And more +
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
User events such as purchases or level completion
Segment users by app usage and user attributes
Monetization and engagement by segment
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Tracking based on user events within the app
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‣ Revenue trend, virtual goods
‣ Engagement time spent, app launches
‣ User Profiles country, carrier
‣ Capture insights unique to your app with custom events
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
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Flexible segmentation to define target user groups
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‣ Purchase History
‣ Engagement
‣ Advancement
‣ Country
‣ Custom Events
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
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Maximize LTV with targeted actions
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‣ Increase monetization of paid users with virtual goods sales
‣ Increase monetization of non-paying users with ads
‣ Increase retention by rewarding highly engaged users
‣ Cross promote to exhausted users
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
Responsive Targeting
Actions at Work
Identify pattern: Hardcore users would pay a lot for certain features Segment using rule engine: IF (user time spent == high) & (app section == ‘tough’) Timely unlocks Target segment: Hardcore users
Display offers at right time
Identify pattern: High paying users in developed economies tend to purchase a lot during holidays Segment using rule engine: IF (user purchase history == high) & (date == 31st Oct) & (country == USA || UK) Holiday promotion Target segment: High paying US and UK users
Add cyclic bursts to your sales
Identify pattern: New users are likely to be delighted to see a tailored message Segment using rule engine: IF (App launches < 5) & (country == China) Localized ‘welcome’ Target segment: New Chinese users
Increase retention beyond day 1
Identify pattern: User engagement can be improved with a social taunt Segment using rule engine: IF (user time spent in last month < 50% of average time spent) Social ‘taunt’ Target segment: Waning users
Increase engagement by 30%
Identify pattern: Highly engaged users from USA are most likely to give you viral uplift Segment using rule engine: IF (time spent > 300 hours) & (country == USA) Incentivize virality Segment: Social influencers
Reduce your CPA by as much as 50%
Identify pattern: Advanced users in your top app don’t have other apps in your portfolio Segment using rule engine: IF (levels crossed > 25) & (! Using omegajump)
Smart cross promote Segment: ‘ripe’ users
Increase ROI by acquiring known users
Getting started..
3. Actions ‣ INTEGRATE ACTIONS API to ask for actions at
specific places in app
‣ LAUNCH DYNAMIC ACTIONS on targeted segments 19
Get started in 3 simple steps…
Launch in less than 15 minutes
1. Insights ‣ INTEGRATE EVENTS API to send data —
app open, purchase etc
‣ VIEW INSIGHTS charts to analyze in-app behavior
2. Segments ‣ USE SEGMENT BUILDER to create groups of users
‣ VIEW SEGMENT REPORTS to understand segment trends
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Sign-up below & ask for invite code:
http://www.inmobi.com/ltvp
Use Unity Asset Store to download plugin and get started!