5 Tips For Successful UA Campaigns

Helsinki, 17th June 2014

Agenda

● Current State Of Play● 5 Tips For Successful UA Campaigns● Conclusion & Key Takeaways● Questions Time

#WNConf@JVChardon@MobileAppTrack

Current State Of Play

A little about us

Launched in 2011 to solve attribution for mobile app marketers with unbiased technology.

• 200+ Employees

• Seattle, San Francisco, Seoul, London, Tel Aviv, Berlin & Stockholm

• Working with the top grossing apps on iOS and Android

• Over 1 Billion attributions tracked every month.

Venture backed by

A few of our clients apps include:

Millions of apps in 2014!

A complex ecosystem

It’s a big data world

Source: Gartner, 2013

The holy grail of user acquisition

Source: http://www.forentrepreneurs.com/startup-killer/

5 tips for successful UA campaigns

Tip #1: Look beyond cost per install

Cost Per Install

Cost Per Engagement

LTV, ARPU, ARPPU the key metricsBlend metrics over a period of time for trends &calculations Utilize funnel and cohort analysis Data analysis: a new skill developers must adopt or employ

Tip #2: Define your KPIs

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Tip #3: Don’t rely on a single traffic source

Tip #4: Re-engage existing users

“It costs 6 times more to attract a new customer than it does to keep an old one” Ruby Newell-Legner (Understanding Customers)

Source: http://support.mobileapptracking.com/entries/22560337-Event-Re-Engagement

Tip #5: Localize your campaigns

Source: Nordeus & Playspace marketing teams

Conclusion & Key Takeaways

Key take aways

User Acquisition should be an integral part of the mobile game development cycle:

● Look beyond the CPI model● Track (the right) in-app events● Explore different traffic sources● Re-engage existing users● Localize your campaigns

Data is the “new black gold” - use the right tools to harness its power

Source: http://www.wired.com/insights/2013/02/is-big-data-the-new-black-gold/

Questions Time

The standard in attribution analytics.

Prepared by the MobileAppTracking Sales Team©2013 HasOffers, Inc. | All rights reserved

European Sales ManagerJV@hasoffers.com

Jean-Vincent ‘JV’ Chardon