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by David Maciel
February, 29th 2016
How to Acquire & Retain
High LTV Users who Truly
Find Value in your App
Build Awesome
Apps
Turn your idea into a killer app
having all the monetization tricks
already on mind.
Grow your App
Take...
50000
Publisher apps
2.6 billion
App downloads tracked
200 countries
of operation
140 billion
Monthly ad impressions
17
of...
click - install - open daily - buy
once - uninstall
try - engage - buy - keep buying -
often & a lot - tell friends
Averag...
PREDICTING LTV
Knowing the most important signals in a user flow
Signup
Login
Search
Browse
View Product Add to
cart
Proce...
• Drive quality users based on LTV data
• Optimize based on user profiles, segments &
lifecycle stages
LT
V
• Use product ...
KPI
CPQ
Cost per Quality
User
Cost per
Registration,
Cost per Order,
Cost Per First Ride,
Cost per Purchase
LTV metric as ...
InMobi builds holistic user-level insight for UA customers using first, second and
third party user profile data
Device
Ha...
• Automate & Monitor post install events. Then let goal metrics dictate.
• by monitoring and analyzing post install events...
InMobi UA
CAMPAIGN
SAMPLE
 PUBLISHER
Swagbucks TV (video
app).
 (BRAND)
ADVERTISER Lyft
looking to drive brand
awareness...
InMobi UA
CAMPAIGN SAMPLE
 PUBLISHER
Team Stream by Bleacher
Report (sport news app).
 ADVERTISER
UBER looking to drive ...
APPOGRAPHIC TARGETING
User profiling based on lifestyle interests
Build audience profiles
based on app
ownership data
Targ...
LOOKALIKE MODELLING & TARGETING
Finds potential users similar to your current high value users
Your high value
users
Advertiser engagement
metrics
Device/app
ownership
Geo location
context
User history
Demographic dat...
@InMobi fb.com/inmobiinmobi.com
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InMobi inDecode - How to Acquire & Retain High LTV Users

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David Maciel from InMobi talks about 'Acquiring and Retaining High LTV Users Who Truly Find Value In Your App' at the InMobi inDecode, San Francisco meetup.

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InMobi inDecode - How to Acquire & Retain High LTV Users

  1. 1. by David Maciel February, 29th 2016 How to Acquire & Retain High LTV Users who Truly Find Value in your App
  2. 2. Build Awesome Apps Turn your idea into a killer app having all the monetization tricks already on mind. Grow your App Take your app to the next level, now it’s all about optimization, localization & scalability. Monetize your app Mix n’ match the right ad format with the right ad placement, A/B testing for the win! inDecode is InMobi’s global developer community. Our mission is to connect developers and help them decode how to build, grow and monetize their apps. indecode.inmobi.com – indecode@inmobi.com
  3. 3. 50000 Publisher apps 2.6 billion App downloads tracked 200 countries of operation 140 billion Monthly ad impressions 17 officesAll over the globe 1.5 billionMonthly active users Founded in 2007, InMobi is the world's largest independent mobile ad platform About InMobi For making mobile ads you actually want to see
  4. 4. click - install - open daily - buy once - uninstall try - engage - buy - keep buying - often & a lot - tell friends Average User Quality User = High LTV User DEFINITION OF LTV Thinking in terms of user life-cycle and lifetime value
  5. 5. PREDICTING LTV Knowing the most important signals in a user flow Signup Login Search Browse View Product Add to cart Proceed to Payment PURCHASE Purchase Value INSTALL
  6. 6. • Drive quality users based on LTV data • Optimize based on user profiles, segments & lifecycle stages LT V • Use product & service discovery powered by LTV data to drive purchase • Re-engage existing users and nudge them further down the lifecycle • Projected retention is a good proxy for LTV • Acquiring quality users results in higher downstream retention ANCHORING AROUND LTV Knowing the most important signals in a user flow
  7. 7. KPI CPQ Cost per Quality User Cost per Registration, Cost per Order, Cost Per First Ride, Cost per Purchase LTV metric as % of installs Tutorial completion rate Registration Rate, Purchases/install ROAS Return on ad spend Revenue to Cost Ratio GMV contribution Cost per ‘State Change’ Dormant to active, Non-buyer to buyer MEASURING THE RIGHT GOALS Define your KPI metrics to drive and optimize for quality users
  8. 8. InMobi builds holistic user-level insight for UA customers using first, second and third party user profile data Device Hardware OS and Carrier Download behaviour User Interests Demographic Footprint Behavior Socio-economic App category ownership USER CENTRIC DATA SCIECE INSIGHTS The engine that powers it all
  9. 9. • Automate & Monitor post install events. Then let goal metrics dictate. • by monitoring and analyzing post install events against your specific goals -eg. bookings or purchases with accurate attribution data from InMobi Certified MTAP partners. • Data integration and flow is always-on • Data flow in real-time – recent data, frequency • User events are leveled – optimized at each step • Data is safeguarded, with customer control LTV OPTIMIZATION IS A NON-STOP PROCESS Optimizations that never sleeps
  10. 10. InMobi UA CAMPAIGN SAMPLE  PUBLISHER Swagbucks TV (video app).  (BRAND) ADVERTISER Lyft looking to drive brand awareness.  AD FORMAT Pre-roll 15 second video without CTA.
  11. 11. InMobi UA CAMPAIGN SAMPLE  PUBLISHER Team Stream by Bleacher Report (sport news app).  ADVERTISER UBER looking to drive app downloads.  AD FORMAT Native ad in the news feed with CTA ”Install”
  12. 12. APPOGRAPHIC TARGETING User profiling based on lifestyle interests Build audience profiles based on app ownership data Target quality converting users for maximum efficiency
  13. 13. LOOKALIKE MODELLING & TARGETING Finds potential users similar to your current high value users
  14. 14. Your high value users Advertiser engagement metrics Device/app ownership Geo location context User history Demographic data User attributes (over 2000) Lookalike modelling works by using machine learning to combine over 200 user attributes.
  15. 15. @InMobi fb.com/inmobiinmobi.com

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