BEYOND INSTALLS: KEY MARKET INSIGHTS FOR INDIA

MMP AND PARTNER

45K+2.3B+ 100+

DEVICES TRACKED

GLOBAL FOOTPRINT

APPSWITH SDK

MCOMMERCE FOCUS

MCOMMERCE CLIENTS

NO CONFLICT OF INTEREST

ABOUT APSALAR

USA

INDIA

BRAZIL

1. The m-commerce app land grab is on!

2. It takes a lot more clicks to drive an install than you assume in your models

3. Double-counting credit for installs is costing you big money

4. Your business challenge definitely doesn’t stop with the install

5. Retargeting is the big opportunity for India

5 KEY INSIGHTS FOR INDIA

1) THE M-COMMERCE LAND GRAB IS ON!

+32%

Number of Phones with mCommerce Apps

Q2 v. Q1 2015

Number of Installs Number of Events

+27% +54%

• Massive global study

• 10 billion installs

• 100 million IAPs

• Data from January 1 2015 to May 31, 2015

2) IT TAKES A LOT OF CLICKS TO DRIVE AN INSTALL

INDIA CHALLENGED BY CLICK AND IAP FRAUD

198 CLICKS TO DRIVE AN INSTALL IN INDIA

198

• Global fraud issue exacerbated in India because of popularity of APK-based Installs and Internal Installs

• Massive click counts:• Impeding ability to optimize and assess media performance• Radically increasing measurement costs with vendors that

charges of every click

• Comprehensive measurement including FB and third-party app stores is essential

I DROVE IT!

I DROVE IT!

I DROVE IT!

I DROVE IT!

I DROVE IT!

I DROVE IT!

I DROVE IT!

I DROVE IT!I DROVE IT! I DROVE IT! I DROVE IT!

I DROVE IT!

3) DOUBLE-COUNTING OF INSTALLS IS A SIGNIFICANT ISSUE

• Any media company that touches a consumer will believe they deserve payment for the install

• Tracking vendor performance particularly challenging because Indian companies work with so many vendors

• Without comprehensive ongoing measurement and attribution, Indian companies are paying 2-,3-,4- times for the same transaction or install

Challenge• Leading Indian online retailer believed they were paying twice or

three times for installs because multiple vendors were taking credit.

Solution• Implement Apsalar Attribution to track which vendors deserved

credit for an install.

Results• By crediting installs to only one vendor, Apsalar was able to reduce

average CPI by 21%.• Apsalar also provided counts of attributed installs to vendors to

eliminate data discrepancies.

WITHOUT APSALAR

WITHAPSALAR

AVERAGE CPI21% LOWER

CASE STUDY: ELIMINATING DOUBLE-COUNTING REDUCES CPI BY 21%

APPS PER PHONES

APPS USED WEEKLY

APPS UNUSED

61 7.1 53.9

4) THE CHALLENGE DOESN’T STOP WITH THE INSTALL

Source: Nielsen

APSALAR DATA SHOW: IT’S ALL ABOUT THE STATE OF YOUR CUSTOMER FUNNEL

The Dream Funnel The Upside-Down Umbrella The Where is It Funnel? The Bulging Funnel

Optimization of user experience is proving critical for Indian app marketers

MANY BRANDS DON’T KNOW WHERE THEIR BOTTLENECKS ARE!

SUCCESS IS ABOUT PROGRESSIVE ENGAGEMENT OPTIMIZATION

App Customer Life Cycle Planning

AUTHENTICATIONEVENTS

ENGAGEMENTEVENTS

INTENT EVENTS

CONVERSIONEVENTS

Authentication Events: Who am I?

Engagement Events: Am I actually using the app?

Intent Events: Am I gradually moving toward making a purchase?

Conversion Events: Not just that I purchased. What did I purchase, and what drove me to buy now?

Content to help brands uncover the opportunities

to optimize

LONG-TERM MEASUREMENT MATTERS

• Maximum 30-day measurement windows causing serious problems for mcommerce businesses globally

• Problematic for retail, finance, travel, on-demand services• Purchase cycles longer• Objective is to build ongoing customer relationships

• Since installs are a very poor predictor of future revenue, many companies are struggling to drive revenue and optimize

5) RETARGETING THE BIG OPPORTUNITY FOR INDIA

Acquisition to Retargeting Spend Ratio

Acquisition; 73%

Retargeting; 27%

USA

Acquisition; 84%

Retargeting; 16%

EU

Acquisition; 99%

Retargeting; 1%

INDIA

RETARGETING DRIVING GREAT RETURNS WORLDWIDE IN KEY INDIAN CATEGORIES

ROI FROM RETARGETING

On Demand Services Travel

Retail

Subscription Services Low IAP Penetration Games

High IAP Penetration Games

Utility Apps

THINK MORE BROADLY THAN JUST SINGLE-EVENT-BASED RETARGETING…

CATEGORY CUSTOMERS

LIFESTYLE/LIFESTAGE

BRAND AFFINITY

BUYING STAGE

BUYER DECILES

LAPSED CUSTOMERS

CRM PUSHNOTIFICATIONS

MESSAGE CENTER eWALLETMKTG

AUTOMATION

DATA-DRIVEN DECISIONING

REMEMBER: RETARGETING IS MORE THAN AN AD TARGETING STRATEGY

1. The m-commerce app land grab is on!

2. It takes a lot more clicks to drive an install than you assume in your models

3. Double-counting credit for installs is costing you big money

4. Your business challenge definitely doesn’t stop with the install

5. Retargeting is the big opportunity for India

5 KEY INSIGHTS FOR INDIA

What to MeasureHow to ChooseWhat to Watch For

WWW.APSALAR.COM/RESOURCES/

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