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TargetSummit Moscow 2016 | Case study for smart campaigns optimization and product insights, Alexandr Lukin

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Run experiments and UX Concepts testing
App Analytics
Study your audience and watch project KPIs -
AU, retention, engageme...

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Ad Tracking
Track traffic sources and build reports on user
acquisition campaigns
Optimize CPI,CPA campaigns

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Crash Reporting
Watch app stability
Allow for quick updates on new issues and how
to reproduce and fix them

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TargetSummit Moscow 2016 | Case study for smart campaigns optimization and product insights, Alexandr Lukin

  1. 1. Run experiments and UX Concepts testing App Analytics Study your audience and watch project KPIs - AU, retention, engagement, target events Improve user experience
  2. 2. Ad Tracking Track traffic sources and build reports on user acquisition campaigns Optimize CPI,CPA campaigns
  3. 3. Crash Reporting Watch app stability Allow for quick updates on new issues and how to reproduce and fix them
  4. 4. Things to know Real-time reports Unlimited data - no quotas on audience and custom events Access to raw data - all data attributes including device IDs Free
  5. 5. One platform to rule them all Crash ReportingAd TrackingApp Analytics
  6. 6. Accurate tracking for all kinds of sources Device Identifier Matching Referrer Matching Fingerprint Matching (heuristics) S2S integration is supported Ad Click App Install Events App Open Postbacks Redirect Service AppMetrica Ad Partner AppMetrica SDK Advertising API In-app ads, mobile web and organic
  7. 7. Custom parameters in tracking URL Ad networks has data about the user - retrieve this data. How? 1. Find macros supported by the ad network 2. Put it to the tracking URL which you’re going to use for campaign 3. Get the data for reports and segmentation
  8. 8. Custom parameters in tracking URL Ad networks has data about the user - retrieve this data. Why? 1. Use it for new insights in product analytics 2. Utilize the data to build better user experience 3. Understand the audience and invent new approaches for user acquisition
  9. 9. Case #1 - Search Ads + Yandex.Market Yandex.Market - one of the most popular e-commerce apps in Russia. understand user interests and intention build most relevant showcase and goods feed
  10. 10. Case #1 - Search Ads + Yandex.Market Yandex.Direct (search context ads) provides data on search term which brought user to install app from advertising. Install Click collect user’s search term use for reports segmentation pull out and use in your business logic
  11. 11. Case #1 - Search Ads + Yandex.Market Segment cohort report with search term values to understand the engagement and retention for users with specific interests and intention. Understand how to improve it Find out the ways to optimize ad campaigns
  12. 12. Yandex.Launcher - android shell with smart app recommendations understand user interests and intention show most relevant app offers Case #2 - Social Ads + Yandex.Launcher
  13. 13. Case #2 - Social Ads + Yandex.Launcher MyTarget provides accurate data on user’s gender and age. collect demographics data use for reports segmentation pull out to improve recommendation engine Install Click
  14. 14. Case #2 - Social Ads + Yandex.Launcher Segment Events report with gender and age data to understand your app perception by different types of the users Understand how to improve it Find out the ways to optimize ad campaigns
  15. 15. Dynamic Deeplinks Use deeplink in tracker - open application if already installed
  16. 16. Dynamic Deeplinks Smooth user experience web-to-app and app-to-app
  17. 17. Case #3 - App to app Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application
  18. 18. Case #3 - App to app User builds a route from station to station in Yandex.Metro
  19. 19. Case #3 - App to app User is offered a discount ride on Yandex.Taxi if the last is installed
  20. 20. Case #3 - App to app Smooth Transition to one-click Yandex.Taxi order deeplink invocation route start/end are passed
  21. 21. Case #4 - Remarketing User haven’t ordered a ride for 1 month though had been a loyal customer before. Let’s make a special offer for him to bring back. Yandex.Taxi $5 voucher Activate now
  22. 22. Case #4 - Remarketing User haven’t ordered a ride for 1 month though had been a loyal customer before. Let’s make a special offer for him to bring back. deeplink invocation voucher secret code voucher secret code is generated for each impression Activate $5 voucher
  23. 23. Post click landing Reach your users even when interaction is complete Ad Click App Install App Open Redirect Service AppMetrica Advertising Returns to Browser Browser Advertising Browser Redirect to postclick landing page
  24. 24. Post click landing your mobile site some contextual promo or offer applications offer wall Redirect user to Conversions 7-13% of users reach post click landing 1% from the previous step complete goal action
  25. 25. Multiple Postbacks Ad Click App Install Events App Open Postbacks Redirect Service AppMetrica Ad Partner AppMetrica SDK Advertising API Fully customizable postbacks - use all of AppMetrica data to pass in postback Pass parameters from tracking URL Fire postback by install or event https://clck.ru/9bDHh
  26. 26. Multiple Postbacks CPI Postback AppMetrica Ad Partner AppMetrica allows to setup up to 5 postbacks for a single tracker Ad Partner CPA Postback Retargeting Partner Event Postback
  27. 27. Free install attribution and mobile analytics platform Sign up and try demo at appmetrica.yandex.com lookin@yandex-team.com

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