mge: applying the mobile growth stack
TRANSCRIPT
Applying the Mobile Growth Stack
Andy Carvell soundcloud.com/acarvell
@andy_carvell Mobile Growth Europe
Designed and built for
Creators Tools to engage with their
Audiences For everyone
Everywhere
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-LinkingRe-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
International
Virtual Currency
Dynamic Pricing
Install Attribution
In-App Events
CampaignMeasurement
Screen FlowsConversion
FunnelsUser Testing
User / DeviceDemographics
Cohort Analysis
Bug Tracking A/B Testing HeatMapsApp StoreAnalytics
SentimentTracking
KeywordPerformance
CPU/Battery/Network
PerformanceAnalysis
LTV Modeling
Check out http://bit.do/mobilegrowthstack for more info
Retargeting
Community
Mobile growth stack v2.1 @andy_carvell
ANALYTICS
Analytics
Install Attribution
In-App Events
CampaignMeasurement
Screen FlowsConversion
FunnelsUser Testing
User / DeviceDemographics
Cohort Analysis
Bug Tracking A/B Testing HeatMapsApp StoreAnalytics
SentimentTracking
KeywordPerformance
CPU/Battery/Network
PerformanceAnalysis
LTV Modeling
INSIGHT + ACTION
ACQUISITION Acquisition Cross-Sell App Store
OptimisationPress / PR /
Blogs / Social
Paid Channels(Ad Networks, SMS, Search, FB
+Twitter)
Partnerships(inc. carriers, OEMS & 3rd party stores)
VIRAL(invites, shares/integrations)
International
Retargeting
A/B TESTING OF APP STORE ASSETS
..NOW SUPPORTED DIRECTLY IN GOOGLE PLAY
CROSS-PROMOTION
INTEGRATIONS TO DRIVE VIRALITY
CARRIER + OEM PARTNERSHIPS
ENGAGEMENT & RETENTION
Engagement&
Retention
Onboarding Flow(tutorial,
welcome emails, NUX)
PUSH / Email / SMS / in-app
alerts
(mobile CRM)
Deep-LinkingRe-Activation
Campaigns
International
Retargeting
Community
ONBOARDING
Targeted drip-campaign, delivered as an in-app interstitial, to increase new user retention by driving ‘like’ action.
Adaptive Onboarding Series
TRANSACTIONAL NOTIFICATIONS
Experimental Framework
LifeCycle Comms
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
International
Virtual Currency
Dynamic Pricing
Retargeting
MONETISATION
RETARGETING
Targeted visitors to the pro page who hadn’t upgraded their plan.
Drove additional subscriptions at ROI-positive prices.
Scaled channels that worked: Twitter and Google Display Network.
Q & A
