How to Acquire Quality Users Through Technology and Analytics

Ed Laws MD Performance EMEA

Frank Deschenes Product Manager - InMobi Analytics

White Nights June 27, 2013

Our Mobile Propositions: Media and Tech Platforms. Simplifying Mobile Advertising.

Ad Tracking, User Analytics & AD ROI

Mobile Media

Largest Independent Mobile Ad Network.

Rich Media Authoring & Ad Serving

Research and Data Partnerships

InMobi Analytics InMobi Studio InMobi Ad Network InMobi Research

IAT & LTVP Research

We will bring Global Scale to Developers Enabling them to reach 40% of mobile internet users through 26,000+ sites and apps

North America

156m

Latin America

24m

Africa

40m

JAPAN

18m

EME

171m

691M mobile consumers 93.4B impressions per month 165 countries

APAC

272m

Australia

10m

USER ACQUISITION Advertising & Strategy: Awareness, Scale & Quality Users

Your advertising needs change, as your app enters different stages of growth. InMobi can help brands at all stages of Mobile User Acquisition.

Quality User

Time Since App Launch

Num

ber o

f Use

rs

Focus on User Acquisition

Developers first need to make consumers aware of their application. This is also a time for developers to test different strategies and creatives to learn what users react to as well as obtain some organic downloads.

Focus on User Acquisition: Learning

Know your user and yourself

Test & Learn

Choose UA partners Developer Lifecycle: Learning

‣  Ensure product works, review success signals

‣  Understand target audience & user value

‣  Achieve some initial organic downloads and ratings

‣  Have a budget and targets

‣  Analytics, tracking, SDKs

‣  Creative assets – ads, landing pages

‣  Inventory sources

‣  Always test the plumbing

‣  Test campaign - $5k or free if you can get it

‣  Key learning's – good performing inventory segments, creatives, formats, OS

‣  What CVR, indicative CPDs

Once past the initial phase, now is the time to grow rapidly. This can be done through a variety of advertising techniques such as boost and burst campaigns.

Focus on User Acquisition: Scale

High Impact Activity

Optimize

Track & Analyse Developer Lifecycle: Scale

‣  Burst, Boost campaigns – maximum exposure

‣  Cross promote on other games

‣  Independent app store distribution

‣  Support with offline activities

‣  Campaign tracking – Downloads, CPDs,

‣  ROI analysis vs CPD

‣  Paid vs Organic ratio’s

‣  Performance vs original targets

‣  Act on insights

‣  Skew activity to high performing inventory, formats

‣  Do more of the good stuff - streamline

Once scale is achieved, you can now focus on the different types of consumers that you have a create targeted, personalised strategies to make the most of your user base.

Focus on User Acquisition: Quality

User segmentation

Maximize Monetization

Acquire High Quality Users Developer Lifecycle: High Value Users

‣  Spenders, Engagers, Inactives

‣  Define strategies for each user groups

‣  Product insights and feedback – drop outs, IAP

‣  Use feedback loop to target high quality users

‣  Retarget: clickers not downloaders, inactive users

‣  Refresh creatives – support brand with RM formats

‣  Consider new inventory sources to reach new users

‣  Monetization strategy for non payers - Advertising

‣  Upsell to highly engaged users

‣  Take a successful model to new markets, Go East

TECHNOLOGY PLATFORMS Data & Insights: User Tracking & Analytics

Beyond installs: track user engagement metrics

Number of Sessions

Time Spent

Purchase History

Custom Events (eg. FB likes,

levels passed)

New vs Returning Users

Carriers

Devices

App Versions

OS Versions

Countries

Connect Insights with targeted Actions

Dormant quality users

Non-paying users

Re-target them in other apps to bring them back

Monetize through advertising

In order to engage efficiently with your users

Insights Segments Actions

Advanced users

Reward or cross promote your other apps

Insights on purchase history, time spent, app

launches, etc.

Segment users by app usage and user attributes

Re-engagement by segment

Optimise your campaigns toward acquiring more!

High paying users

Identify ‘Quality’ Users and Maximize

Optimise your Quality User Acquisition

Acquisition Sources

SDK API

Run Campaigns

Analyze User Engagement (Post Download)

Identify Valuable Users

Feedback ‘valuable’ users

Optimise on User Quality

Device Recognition

(Fingerprinting)

How to attribute users to unique impressions?

Device IDs

Browser Cookies

Android Referrer

Device Recognition

(Fingerprinting)

How to attribute users to unique impressions?

Device IDs

Browser Cookies

Examples: UDID, ANDROID_ID, ODIN1, IDFA Pro’s:

•  High accuracy when available •  Standardized, allow tracking alignment between different

parties Con’s:

•  Requires upstream integration (with publishers or ad servers) •  Not available on mobile web inventory •  Fragmentation issues (ODIN1, Open UDID, IDFA, etc.)

Android Referrer

Device Recognition

(Fingerprinting)

How to attribute users to unique impressions?

Device IDs

Browser Cookies

Pro’s: •  No integration needed with publishers and/or ad servers

Con’s:

•  Can affect the application user experience when tracking install

•  Cannot bridge between browsers

Android Referrer

Device Recognition

(Fingerprinting)

How to attribute users to unique impressions?

Device IDs

Browser Cookies

Cookie replacement: Recognizing devices using anonymous data points in the browser. Pro’s:

•  Better accuracy than cookies •  Better coverage than device IDs only •  Doesn’t affect the user experience •  No integration needed with publishers and/or ad servers

Con’s:

•  Probabilistic

Android Referrer

Device Recognition

(Fingerprinting)

How to attribute users to unique impressions?

Device IDs

Browser Cookies

Allows us to pass information through the Google Play store Pro’s:

•  No integration needed with publishers and/or ad servers •  Doesn’t affect the user experience •  Can track across mobile web and app

Con’s:

•  Only available on Google Play store •  Doesn’t work well with more than one tracking solution at the

same time

Android Referrer

BEST PRACTICES Build or partner? Which solution should you pick?

Many mobile analytics solutions to pick from

Or should you build your own in-house analytics platform?

What to look for in an analytics solution?

Gather engagement insights, and act on them! -  Depth of engagement metrics collected

-  Don’t stop at gathering analytics.. Act on your insights!

Maximize tracking accuracy & coverage -  Device Recognition will provide maximum coverage, but it’s probabilistic

-  Device IDs will provide maximum accuracy, but limited coverage

-  Use mix of tracking technologies

Enable campaign optimisation -  Feedback conversions to your preferred ad serving partners

-  Make sure campaigns are optimised at the impression/click level

Limit the impact on user experience -  Cookie based approaches open a browser at first app launch

-  Look for a lighter SDK

-  Be aware of the multiple redirect hops

For Advertisers, Agencies, Developers and Publishers

Ed Laws MD Performance EMEA

Frank Deschenes Product Manager - InMobi Analytics

www.inmobi.com