3 data-led growth hacks that got our App ready for take off Applying scientific principles to sustainable App Growth
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A presentation by Ilana Munckton of Skyscanner. For more information visit https://medium.com/@Skyscanner/3-data-led-growth-hacks-that-got-our-app-ready-for-take-off-98db95b15dfc and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
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3 data-led growth hacks that got our App ready for take off Applying scientific principles to sustainable App Growth
- 1. Applying science and data to drive sustainable app growth Ilana Munckton | Director, Growth at Skyscanner Ben Jeger | Managing Director at AppsFlyer
- 2. Mobile Measurement for the Advanced Marketer $84 Million raised from investors, including: 13 global offices to serve mobile marketers worldwide 2,800+ integrated partners, including:
- 3. - Discover the best channels by ROI & LTV - Scale up your campaigns, not your efforts - Build cross-device campaigns - Protect your investment from fraud - Invest your next dollar with total confidence Innovate & Grow with AppsFlyer
- 4. Gming Some of Our 12k+ Clients eCommerce & Retail Gaming Travel Utilities Media & Social Finance & Security QSR
- 5. Three data-led growth hacks that drove a 122% increase in ROI from paid app installs feat.
- 6. Let me introduce myself first @SkyscannerGrwth | @AppsFlyer
- 7. Originally from New York State Worked in agencies in NY, London & Edinburgh Joined Skyscanner three years ago 11 Started in digital marketing in 2006 Now Director of Growth running Paid Acquisition
- 8. A little bit about @SkyscannerGrwth | @AppsFlyer
- 9. Our awesome travel App
- 11. Investing in mobile growth as a strategy for success @SkyscannerGrwth | @AppsFlyer
- 12. The future of online travel booking is undoubtedly mobile Gareth Williams Skyscanner co-founder and CEO
- 13. This is embedded in our company culture Internal messaging on posters in our offices
- 14. Mobile is where travellers natively plan and book. Today and in the future.
- 15. Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Our mobile growth reinforces this shift in consumer behaviour
- 16. And putting Skyscanner in the hands of loyal users increases CLV Being product led & mobile first brings greater value to travellers
- 17. The Growth principles behind our paid app acquisition
- 18. We optimise the paid acquisition of travellers in our quest for sustainable growth
- 19. By applying the scientific method to accelerate velocity
- 20. Collaborating within cross-functional central & regional teams or ‘tribes’ Central GrowthTribe EMEA Regional GrowthTribe AMER Regional GrowthTribe APAC Regional GrowthTribe
- 21. Growth Engineer Marketing automation Growth Marketer Search, display and social advertising Growth Data Scientist Attribution and measurement Growth Designer Creative design and implementation
- 22. Judson builds awesome dynamic ad templates
- 23. Judson builds awesome dynamic ad templates Craig automates a feed so each traveller sees personalised copy
- 24. Judson builds awesome dynamic ad templates Craig automates a feed so each traveller sees personalised copy Anna delivers media targeting travellers based on intent
- 25. Judson builds awesome dynamic ad templates Craig automates a feed so each traveller sees personalised copy Anna delivers media targeting travellers based on intent Ly leverages AppsFlyer data to enable real-time campaign analysis
- 26. Three data-led growth hacks that drove a 122% increase in ROI from paid app installs feat.
- 27. Growth hack number one How to optimise paid installs for quality Yes, even from ‘blind’ network buys! Growth hack number two Get the most ‘bang for your buck’ Iterating on creative through A/B testing Growth hack number three Know the impact of Operating System Invest in paid installs where it counts
- 28. Growth hack number one How to optimise paid installs for quality Yes, even from ‘blind’ network buys! Growth hack number two Get the most ‘bang for your buck’ Iterating on creative through A/B testing Growth hack number three Know the impact of Operating System Invest in paid installs where it counts
- 29. Insight DEFINE Design Develop Test Learn We buy Display advertising on a blind network basis, but different inventory may bring travellers to our app with varying levels of quality
- 30. Metrics and Hypothesis Define DESIGN Develop Test Learn Based on X If we Y Then Z
- 31. Metrics and Hypothesis Define DESIGN Develop Test Learn Based on the ability to view in-app events by source of install, if we optimise for inventory that drives revenue-generating conversions, then we will increase the return on investment from installs. As measured by ROI.
- 32. Setup Define Design DEVELOP Test Learn We leveraged AppsFlyer tracking to audit in-app conversion events using an anonymised Site ID. We’d see the IDs that drive conversion events and pass this back to our Display networks to optimise.
- 33. The experiment Define Design Develop TEST Learn Phase 1: Gather data Run campaign for 14 days to capture data on performance by Site ID Phase 2: Optimise Optimise spend to the best performing Site IDs and run for another 14 days Analysis: Compare the uplift in ROI performance from Phase 1 to Phase 2
- 34. Phase 1 Phase 2 We ran this test to optimise for conversion events in six markets. And found ROI increased! But only by 3%. Learn Define Design Develop Test LEARN
- 35. Define Design Develop Test LEARN Pivot! So we pivoted on our approach. We re-ran the test a second time with a stricter approach. We’d optimise for only the top few site IDs based on conversion rate. We knew this might reduce our volume, but it would allow us to focus on the absolute best quality inventory. And this time, it led to an ROI increase of up to 66% in some markets!
- 36. we now review Site ID as ‘best practice’ on a monthly cadence
- 37. But, importantly, we kept testing. So back to those other growth hacks.
- 38. VariantAVariantB Growth hack number two Get the most ‘bang for your buck’ Iterating on creative through A/B testing
- 39. Growth hack number three Know the impact of Operating System Invest in paid installs where it counts Operating System 1 Operating System 2 CPI ROI (not where it’s cheapest!)
- 40. And the cumulative impact of all those growth hacks?
- 41. App display 1.0 1.2 1.4 1.6 1.8 2.0 2.2 2.4 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 ReturnonInvestment(index)
- 42. App display 1.0 1.2 1.4 1.6 1.8 2.0 2.2 2.4 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 ReturnonInvestment(index) 1.0 1.2 1.4 1.6 1.8 2.0 2.2 2.4 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 ReturnonInvestment(index)
- 43. Know how to design a robust test Automate as much as you can to move at pace If at first you don’t succeed, pivot! Summing up: 1 2 3 What I wish I knew @SkyscannerGrwth | @AppsFlyer
- 44. Check out AppsFlyer Read more about how Skyscanner has partnered with AppsFlyer to grow our app https://www.appsflyer.com/custo mers/skyscanners-mobile-first- transformation/ How to experiment Tricks of the trade from Skyscanner’s Head of Experimentation Colin McFarland http://codevoyagers.com/2015/11/ 26/common-pitfalls-in- experimentation/ Further reading Read our Growth blog How we apply the same data-led principles to traffic acquisition in search https://medium.com/@Skys canner/activationpaidgrowth -2c2572b42a8f
- 45. Thank you for listening. Find my slides (and much more!) at: http://bit.ly/appgrowthskyscanner @SkyscannerGrwth | @AppsFlyer
Editor's Notes
- Thank you very much Ben. And hello everyone! Ben has kindly invited me here today to tell you about how Skyscanner leverage a data-led approach to App acquisition. My aim is to share some real life examples of how my team are using AppsFlyer. In the form of three growth hacks that collectively drove a huge ROI increase over the last 6 months.
- My name is Ilana Munckton. I’m a director of Growth at Skyscanner. I grew up in the US in New York State. And have been working in the digital marketing industry for over ten years. I started my career working in media agencies in Manhattan, London, and Edinburgh. I joined Skyscanner in Edinburgh, Scotland three and a half years ago. And now head up our global paid growth efforts for over 35 markets worldwide.
- Let me give you some context about why Skyscanner is so great. With a little insight into our product and the growth we’ve experienced.
- Of course most of you are already loyal Skyscanner fans, right? Skyscanner is the travel search engine that compares Flights, Hotels and Car Hire. Our awesome App helps travellers to search, plan and book travel from millions of options. We pride ourselves on our unbiased and comprehensive coverage, meaning you can always find the option that’s right for you. Whether that’s the cheapest destination, the best dates, or booking with your favourite airline. Or if you’re not ready to book, the ability to set up a price alert and push notifications right on your mobile device.
- And I’m really here today because we have an incredible growth story We have grown a business to over 60m monthly active users And we now have a team of over 900 employees in offices worldwide
- We achieved this by championing mobile
- And like all businesses, our travellers are moving from desktop to mobile. In just three and a half years mobile has climbed to become about half of web traffic. And is growing nearly three times as fast year-on-year.
- Going to talk about how we leverage Growth principles.
- I like to think my team make travel easier for more people. By surfacing our awesome Apps and website as travellers plan their journeys. We do this by using digital media advertising to reach people in market for travel with search, display, and social.
- So on to the science. I’m really here to talk about how we leverage data and science to drive growth. We are obsessed with translating this into how we *REALLY* operate. So we developed a framework that guides how we act in practice. So why don’t I show you how we go through these 6 steps with some case studies.
- We do this within cross-functional teams combining marketing, product, engineering, and data science skillsets. And with regional, local market expertise.
- So here’s what a cross functional team working on paid acquisition looks like: Digital marketing skillsets with individuals who really know search, display, and social Working with engineers to automate how we work With Data scientists to advance the sophistication of our measurement And with some really talented designers who build our awesome creative
- Let me show you some of our awesome app install ads to demonstrate how my team works. 1 We designed some beautiful ad templates 2 We automated a feed so each traveller sees tailored ad copy, that deeplinks them straight into the app 3 We target these ads to users based on their travel behaviours and interests 4 And leverage AppsFlyer data to optimise to the critical revenue generating in-app events
- Let me show you some of our awesome app install ads to demonstrate how my team works. 1 We designed some beautiful ad templates 2 We automated a feed so each traveller sees tailored ad copy, that deeplinks them straight into the app 3 We target these ads to users based on their travel behaviours and interests 4 And leverage AppsFlyer data to optimise to the critical revenue generating in-app events
- Let me show you some of our awesome app install ads to demonstrate how my team works. 1 We designed some beautiful ad templates 2 We automated a feed so each traveller sees tailored ad copy, that deeplinks them straight into the app 3 We target these ads to users based on their travel behaviours and interests 4 And leverage AppsFlyer data to optimise to the critical revenue generating in-app events
- Let me show you some of our awesome app install ads to demonstrate how my team works. 1 We designed some beautiful ad templates 2 We automated a feed so each traveller sees tailored ad copy, that deeplinks them straight into the app 3 We target these ads to users based on their travel behaviours and interests 4 And leverage AppsFlyer data to optimise to the critical revenue generating in-app events
- I promised three growth hacks.
- A good hypothesis looks like this.
- And a good hypothesis has a clear measure of success.
- Also creates a dialogue where we collaborate actively with our partners towards a single metric for success.
- You can waste a lot of time with a poorly designed test. If you change too many things at once or aren’t optimising for the right metric, or aren’t measuring the right things. Get to know your science! We spent a lot of time at the start reporting manually. Bringing together disparate data sources in excel. Being able to see ROI metrics in real-time in automated dashboards has been a fundamental shift. Results are driven by hard work. That first test? Remember – 3% ROI uplift. We only got to a 122% increase ROI after multiple iterations and as the combination of multiple experiments.
- Finally, this is just what worked for Skyscanner. This isn’t a silver bullet. But here are three things you may want to check out 1 More about how Skyscanner work with AppsFlyer to drive paid app growth. 2 tricks of the trade from our head of experimentation 3 And if you want to learn more about what my team do in other areas, there’s a link there to a blog about our experimentation efforts for paid search.
- Thank you for listening.