Mobile marketing 101
Startit centar, January 2016
Ratko Bozovic
Director of User Acquisition
GameHouse
ratkob@gmail.com

About me
• 10 years in digital marketing
• 3 years in Nordeus, 7 months in
GameHouse, one of the leading EU
casual game developers and publishers
• Managed over $30M of digital advertising
spend so far

>
In 2015, more people owned mobile phones than toothbrushes.

iOS
2.1 million apps on the Apple App Store
~1,700 new applications are released to App Store each day.
About 73% of the apps and games are free.
Paid apps have an average price of $1.03.
Source

Latest App Store data
● Apple customers spent over $1.1B on apps and in-app purchases in the two weeks
ending January 3rd
● Over $20B was spent on the App Store in 2015.
● Over one-third of the overall App Store revenues in the last 7 years was generated in
2015.

Android
>1.4 Billion monthly active users
>2 Million apps on Google Play
Source

More than 80% of overall app revenue comes from games

Source

Competition on the app stores

30% of the gaming revenue goes to mobile, it will become the majority in the next 5 years

593 game companies earned more than $1 million on the Apple App Store in annual
revenue in 2014.
In 2015 that number grew to 694.

Acquisition costs are rising

Mobile growth
Acquisition – Retention - Monetization

Mobile Analytics

https://mparticle.com/PeriodicTable

Online marketing tools

Online marketing tools

Source:
First Partner

Mobile analytics solutions
Free:
● Flurry
● Google Analytics
● Game Analytics
*Paid:
● Mixpanel
● Upsight
● Amplitude
● Omniata
● Parse
● Localytics
● Tune
● NinjaMetrics
*Paid:
● DeltaDNA
● Honey Tracks
● Amazon Mobile Analytics
● Heap Analytics
● Countly
● Taplytics
● Appuri
● ...
*Some paid platforms are free below a certain number of MAU

How mobile attribution works

Mobile attribution
Facebook mobile measurement partners:
• AppsFlyer
• Adjust
• Kochava
• Localytics
• Apsalar
• Adways
• CyberZ
Other attribution solutions:
• Google Play UTM tracking
• iTunes App Analytics
• Facebook SDK
• Tune
• Branch
• Flurry
• ...

Most important features of mobile
attribution service
• Track the source of install
• Send in app events to advertising agencies and networks
• Track and send app events user IDs and other user details to our data warehouse
• Get cost data from acquisition sources
• Platform universal “smart URLs”
• ...

How some people see User Acquisition

How we see User Acquisition
Positive ROI

Acquisition channels
Free (organic)
Paid (non-organic)

Organic channels
ASO, press & blogger outreach, app store featuring, cross-promotion,
influencers, IP licensing, referrals, content marketing, retargeting existing user
database (email, SMS)...

Organic: ASO
Remind users to rate your app.
Test everything!
Everything = App name, icon, screenshots, trailer, description, keywords…
Free tool for A/B testing: Google Play Experiments

Acquisition KPIs
CPI<LTV
ROI=LTV-CAC
CPI – Cost Per Install
LTV – Life Time Value
CAC – Customer Acquisition Cost
ROI – Return On Investment

Acquisition KPIs
CPI < LTV
Effective CPI < overall user’s LTV in all your apps

Other acquisition KPIs
*Per channel/platform/country/cohort

Acquisition channels
…and couple of hundreds more mobile agencies and networks.

Acquisition targeting

Acquisition targeting

Volume of traffic vs CPI

Optimization of acquisition campaigns
• Creative testing
• Target testing
• Bid adjustments
• Sub-publisher optimization
• …

Common acquisition problems
• SDK integrations
• Data discrepancies
• Scaling the campaigns while maintaining positive ROI
• Determining LT and LTV
• Including virality in calculations

Retention

How to improve retention?
• Release a great app. Build a brand around it.
• Create an onboarding process and optimize it
• A/B test first-time user experience
• Listen to you customers and keep improving the game based on their feedback
• Create automated and personalised push notification & emails
• Connect with your customers on various touch points (Social media, blog,
newsletter, etc.)

Monetization
● Paid
● Freemium
○ In-app purchases (Subscriptions, virtual goods, paywalls, etc.)
○ In-app advertising (Selling traffic, user data, etc.)
● Various combinations of these two models

Monetization

Monetization KPIs
Revenue (overall/per user/cohort)
Revenue per user (ARPU, DARPU, ARPPU, DARPPU)
Number of paying users
Conversion rate
Transactions per user
User LTV
…
*Per platform/country/game/acqusition channels….

Getting to positive ROI

Source

Thank you!
ratkob@gmail.com