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"Building for Mobile Growth" with Andy Carvell (Phiture, ex-Soundcloud) 

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At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

Let’s discuss mobile growth with an expert in the field! ⚔

In this video, Andy Carvell takes us through the technical foundations of an app that's built for growth, detailing the options and SDKs available to set up a strong tech stack that will provide levers for growth, including deep linking, A/B testing, marketing automation, monetization in your app & more  ✅

After many years of developing console and mobile games - including the Nokia classic “Space Impact” - Andy went back to school to earn an MBA, specializing in Marketing Strategy. In 2012 he joined SoundCloud in Berlin to help the audio platform transition to mobile.

Whilst leading a cross-functional, data-driven growth team at SoundCloud, Andy published the Mobile Growth Stack, widely adopted as an essential tool for marketers. Now, as a partner in Phiture, Andy consults clients on mobile growth topics, helping them to build and execute on a holistic mobile growth strategy 

Veröffentlicht in: Internet
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"Building for Mobile Growth" with Andy Carvell (Phiture, ex-Soundcloud) 

  1. 1. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Building for Mobile Growth @andy_carvell andy.carvell@phiture.com www.phiture.com www.mobilegrowthstack.com
  2. 2. Building for Mobile Growth AGENDA Introduction The Mobile Growth Stack The Tech Layer Tech Layer Options for Growth Q & A @andy_carvell
  3. 3. ● 15 years experience in mobile industry ● Developer of Space Impact (Nokia 3310) ● 4.5 years mobile growth at SoundCloud ● Led User Retention team at SoundCloud ● Author: Mobile Growth Stack ● Editor: MobileGrowthStack.com ● Partner at Phiture (Mobile Growth Consultancy) Andy Carvell @andy_carvell
  4. 4. Joidy Seed stage Pre-launch growth HERE WeGo 10M+ downloads Setting up growth team Goodgame Studios Top 40 Grossing ASO Workshop Clue Top 5 Health apps Lifecycle Marketing Opera 100M+ downloads Growth Audit Spotify 100M+ downloads Growth Strategy & Tactics SoundCloud 100M+ downloads Growth Team Leads Phiture is pronounced ‘Feature’ Clients include 20+ apps: some pre-launch, some huge apps with 100M+ MAU ● Growth Audits for companies & investors ● Setting up + coaching growth teams ● Competitive/Market research ● App Store Optimization (ASO) ● Lifecycle marketing: mapping customer journeys + building campaigns ● Tech Stack vendor selection and more...
  5. 5. @andy_carvell ‘Mobile’ is not about specific devices...
  6. 6. @andy_carvell It’s a lifestyle... ● Always-on ● Instant-access ● Interconnected ● Location-aware
  7. 7. @andy_carvell ‘Mobile’ is about being part of the user’s whole day
  8. 8. @andy_carvell ‘Mobile’ is also about shopping...
  9. 9. @andy_carvell ‘Mobile is the future’ = living in the past (2013 to be exact)
  10. 10. @andy_carvell Current State of Mobile: Android dominance Slide Credit: http://www.kpcb.com/internet-trends Global smartphone shipment growth slowing dramatically as developed markets reach maturity. Shipment growth still strong in developing markets inc. SE Asia, Africa. Android dominance is consistently underestimated by affluent iPhone-owning westerners.
  11. 11. @andy_carvellMobile Advertising Revenue continues to rise, while non-mobile stays flat
  12. 12. @andy_carvelliOS Top Charts (Tues 21 March 2017)
  13. 13. @andy_carvellAndroid Top Charts (Tues 21 March 2017)
  14. 14. @andy_carvellFacebook and Google dominate user attention...
  15. 15. Building for Mobile Growth AGENDA Introduction The Mobile Growth Stack The Tech Layer Tech Layer Options for Growth Q & A @andy_carvell
  16. 16. A light-weight framework for strategic mobile growth First version published: 2014
  17. 17. How Gram Games use the stack...
  18. 18. It also provided inspiration for a Greylock Partners portfolio event...
  19. 19. As seen on the wall of the growth team’s room at Healthtap (disruptive health startup based in Mountain View, CA)
  20. 20. The next edition was adapted (with our permission) by Google for the Playtime events With attribution :-D
  21. 21. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  22. 22. Building for Mobile Growth AGENDA Introduction The Mobile Growth Stack The Tech Layer Tech Layer Options for Growth Q & A @andy_carvell
  23. 23. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  24. 24. Building for Mobile Growth AGENDA Introduction The Mobile Growth Stack The Tech Layer Tech Layer Options for Growth Q & A @andy_carvell
  25. 25. Img src: https://www.linkedin.com/pulse/native-platform-vs-cross-mobile-app-development-nikhil-bansal
  26. 26. Pros: ● Rapid application development ● Parity between iOS and Android experiences is far easier to maintain due to shared codebase Cons: ● Lack of control (may depend on 3rd party to fix platform bugs) ● Interoperability Issues: Not all 3rd party tools and SDKs will play nicely with the chosen cross-platform solution. Cross Platform Development
  27. 27. Source: www.segment.io
  28. 28. Source: www.mparticle.com
  29. 29. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  30. 30. Source: http://blog.contus.com/mobile-app-deep-linking-in-contus-m-comm/
  31. 31. Cross Sell from Mobile web into Native App @andy_carvell
  32. 32. … using deferred deep links @andy_carvell
  33. 33. Uber does this well... @andy_carvell
  34. 34. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  35. 35. Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Analytics&Insights
  36. 36. Behavioural Analytics Dashboarding / DataViz
  37. 37. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  38. 38. Conversion Funnels Cohort Analysis
  39. 39. KPI Dashboards Audience Segmentation Engagement Tracking Engagement Analysis
  40. 40. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  41. 41. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  42. 42. Src: http://five.agency/wp-content/uploads/2016/09/Infografika_veca.jpg
  43. 43. Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Content Indexing PRODUCT Proposition, Features & UX, User Accounts Engagement& Retention
  44. 44. ‘Full Stack’ Solutions (email, in-app, push) ● Leanplum ● Localytics ● Mixpanel ● Swrve ● Kahuna ● Iterable ● Urban Airship (no email, in-app) ● AppBoy Bare Bones (tech-only solutions): ● Firebase (still beta) ● Amazon SNS Basic (some basic UI / management layer): ● OneSignal ● Outbound.io Attribution + Push ● TUNE Just Attribution: ● Adjust, AppsFlyer, Kochava Legacy CRM Vendors (good for email): ● Salesforce ● Eloqua ● Oracle Responsys ● IBM SilverPop ● ExactTarget Mobile Marketing Automation: MMA Vendors
  45. 45. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Latest version: The 2017 Mobile Growth Stack
  46. 46. Building for Mobile Growth AGENDA Introduction The Mobile Growth Stack The Tech Layer Tech Layer Options for Growth Q & A @andy_carvell
  47. 47. PR Acquisition App Store Optimization Content Marketing Performance Marketing Influencer Marketing Virality (Invites & content sharing) Activation (FTUX, onboarding, tutorial, aha moment) Lifecycle Marketing Activity Notifications Community (Engagement & Support) Revenue Model Development (Freemium, Paid, Ad-Supported, Subscriptions, Virtual Goods) Payment Processing (Carrier Billing, PayPal, Offer walls, Credit Card, etc.) Pricing (Bundling, Fixed, Dynamic, Regional, Virtual currency) Ad Inventory Management (Native Ads, Sponsorship, Direct Sales, Ad Exchange) Retargeting Partnerships&Integrations Cross-sell (web to mobile, app to app) Content Indexing Event Tracking Campaign Measurement A/B test measurement Screen Flows App Store Analytics & Intelligence User Segmentation Conversion Funnels App Performance Analysis (CPU, Battery, Network) Cohort Analysis Content Analytics Sentiment Tracking (inc. NPS) LTV Modelling Growth Accounting (Growth rate, Churn, Sessions) Growth Modelling & scenario planning Attribution User Testing Channels ConversionOptimization PRODUCT Proposition, Features & UX, User Accounts AB test framework Marketing Automation SDK Attribution SDKDeep Linking Monetization SDKs International Push notifications (Inc. browser push) In-App Messaging Email SMS Search (inc. app stores) Social Networks Mobile DIsplay & Video Networks TV, Print, Radio Owned Channels App Store Listing Messenger Platforms Mobile DSPs Mobile SSPs App Streaming Chat Bots Influencer Platforms Analytics SDKs Engagement& Retention Monetization Analytics& Insights Tech Questions? @andy_carvell andy.carvell@phiture.com www.phiture.com www.mobilegrowthstack.com

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