4 steps to mobile roi · campaign tracking in-app analytics 1. attribution of installs to paid and...

Hugo Gersanois Hong Kong, February 5 2015

4 steps to mobile ROI

Who speaks

Hugo Gersanois Co-founder & Chief Revenue Officer

Appiris - Mobile User Acquisition Platform

1. Consumers convert less (in average)

They are user growth experts

2. Acquisition

3. Engagement

4. Customer Lifetime Value

1. Analytics

Mobile growth delivered

2 facts around travel

Source: Statista

Average time spent per session and per app, USA, 2014

20% 4 mins

1. Analytics

Setting the right KPI for your mobile application

Key Performance Indicator

Click Install Registration KPI1 KPI2

Tracking the right way

Campaign tracking In-App analytics

1. Attribution of installs to paid and non-paid channels 2. Methods: Fingerprint, Device Identifiers (IDFA, Android ID)

1. Tracking of in-app events to measure and analyze user behavior 2. Ability to create cohorts of users

2. Acquisition

Paid channels

Select partners

Run tests of $5k-$10k

Cost Per Install ranges:

$0.3-$10

Networks RTB Display Search Social

Integrations

Engagement explained

3. Engagement

Engagement

Internal External

Content Push Notifications

Mobile CRM, messaging system

Retargeting Branding campaigns

Cross devices strategies

•  Use$current$trends$$•  Speak$to$your$users$

CRM

4. Customer Lifetime Value

Customer Lifetime Value

LTV > COSTS

Thanks & Questions