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Running your App as a Business

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Presented at 360 iDev Denver 2012

We're at the end of 2012 and it has become clear that the mobile app economy is leaving the vast majority of developers out in the cold. The revenue story is lopsided -- a handful of apps have turned into gold mines, but most of them are still standing in the river with a pan hoping for a stray nugget.

With over a million apps in existence, simply building your app does not mean that users will come. In this talk you'll learn how to use customer relationship management, analytics and marketing tools to turn your app into a full fledged business.

We'll start with a discussion of the many facets of analytics spanning from macro trends in the app stores all the way down to the demographics and actions of your individual users. You'll then learn about how to use customer relationship management tools collect and analyze that data in order to execute on marketing campaigns to engage, grow and monetize your user base.

Veröffentlicht in: Business, Technologie
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Running your App as a Business

  1. Turning Your Mobile App Into a Business Bill Magnuson (@billmag) Co-Founder & CTO, Appboy bill@appboy.com http://slideshare.net/BillMagnuson
  2. Why Does This Matter? • The revenue story is lopsided. Some apps end up as movie stars, but most of them are still working at Starbucks, trying to make it big. • Most developers don’t market effectively. Those who do have a big advantage. • Mobile revenue is still an unsolved problem. Experimentation and attribution are critical to success.
  3. The Data-Messaging Cycle App usage and identity targeted messaging Effectiveness analytics & attribution
  4. What Data Should I Collect? Everything you can. Success in mobile requires understanding data along many dimensions: • Who your users are • How, when and where your app is used • App store and sales metrics • Social media engagement and marketing effectiveness • Marketplace trends
  5. User IdentityUnderstanding your userbase is key to keepingthem engaged.• Engaged users make in- app purchases, share your apps and develop product loyalty.• High quality monetization opportunities require data-driven targeting.
  6. How, When and WherePassive usage analytics provide you with high level insightson the usage patterns of your app.• Correlating usage changes with events, marketing and upgrades is key to measuring the value of your efforts.
  7. Sales MetricsLike “How, When and Where”, but closer to your bottom line.• Measures the effectiveness of marketing and cross promotion.• Helps you plan future products and forecast the effectiveness of monetization.
  8. Going ViralDetermining the effectiveness of socialmedia engagement is hard.• How often is your app being shared, are those shares converting into paying users?• Who are your most influential users and how can you harness them?
  9. Marketplace TrendsKeeping up on industry and marketplace trendsensures you’re leveraging new learning and notrepeating mistakes.• However, be careful – a lot of “facts” we see on blogs and in the media have shaky foundations.• Remember that your app is one of millions and your experience will be unique. Learn from others, but keep your own data and test your assumptions.
  10. What Now?Effective app management is anongoing effort.1. Collect – Get everything you Collect can.2. Analyze – Once you have your data written down, you need to analyze it to inform future efforts. Act Analyze3. Act – Take action based on your analysis, then collect data to see if it worked.4. Repeat.
  11. Real World Examples
  12. Handling Bugs and Outages• Timely communication helps eliminate negative app store reviews. Pathway experienced a complete app failure due to DST and made it out with 30 new beta testers, and zero negative reviews.• Tip: Use in-app messaging instead of push to avoid telling users who won’t experience the problem.
  13. Cross Promotion - Kickstarter • Your user base represents an incredibly valuable resource – attention. • Leverage that attention to succeed with other products. • The developer of Affix successfully funded a Kickstarter project for a new app by advertising to his existing user base.
  14. Reward and Engage – More Ideas • Use push to get ‘lost’ users back into the app. • Excite early adopters with news about upcoming versions and features. • Target top social media influencers and reward them for sharing. • Market directly to funnel segments to get users through registration or help them discover new features.
  15. Principles
  16. Be a Scientist• Isolate your efforts, don’t try everything at once.• Make sure you can measure the effectiveness of actions before you make them.• Learn from your peers.• Experiment! http://www.xkcd.com
  17. Take Focused ActionEverything you do should be growingyour user base or increasing yourlifetime customer value (LTV).• Grow your user base through app store optimization, cross promotion, advertising and install campaigns.• Increase LTV with customer relationship management and inbound marketing tools.
  18. Target, don’t Spam• Maximize your signal-to-noise ratio with targeting. Your users will reciprocate respect.• Use drip campaigns and event driven marketing to capitalize on sales opportunities.• Leverage the strengths of different communication mediums (push, e-mail, in- app, social networks).
  19. Turning Your Mobile App Into a Business Bill Magnuson (@billmag) Co-Founder & CTO, Appboy bill@appboy.com http://slideshare.net/BillMagnuson