1.
by David Maciel
February, 29th 2016
How to Acquire & Retain
High LTV Users who Truly
Find Value in your App

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.
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.
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.
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.
• 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.
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.
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.
• 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.
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.
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.
APPOGRAPHIC TARGETING
User profiling based on lifestyle interests
Build audience profiles
based on app
ownership data
Target quality
converting users for
maximum efficiency

13.
LOOKALIKE MODELLING & TARGETING
Finds potential users similar to your current high value users

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.
@InMobi fb.com/inmobiinmobi.com