APP PUBLISHER
A
intelligence
Includes:
Find The Most Valuable Users Internationally
Engineering Greater Download Volume
Playing Rank Cycles To Your Advantage
Increasing FB Ads Effectiveness Through Related Apps
Using data to make app marketing a growth driver, not a cost center
Recommending New Inventory To Blind Ad Networks
Enhancing Organic Downloads Through App Keywords
Conducting Customer Research On Your User Base
2
How to scale your app marketing without throwing profitability out the window
The customer: Marketing team at music apps developerA US-based music app developer had seen major domestic success with its music streaming app. As a result, the marketing team was tasked to expand their reach into new territories in the Asia-Pacific, Latin America and Europe, as well as to improve their acquisition costs and user quality in the US.
Challenges: Acquiring quality users below LTVWith the increasing demand for mobile app installs, the marketing team was starting to feel the pinch. They struggled to compete for ad buys with high-ARPU game publishers, and the few international ad buy tests they had done were inconclusive, if not disappointing. Beyond their core user base, they struggled to find quality users at a reasonable price.
Finding quality, targeting and stickiness through dataApp Annie Intelligence allowed the marketing team to look at the bigger picture with the benefit of data. Everything from targeting and user quality to ad effectiveness and inventory recommendation could now be analyzed by region, at the app and user level.
3App Annie © Copyright 2015 www.appannie.com
Engineering greater download volume Getting to the top of the charts in a specific country enhances an app’s visibility to customers, and therefore can
increase the number of organic downloads it receives. With App Annie, they could immediately see the number of
downloads required to reach the top ranks, for every country and category. As a result, the marketing team could
set specific paid user acquisition goals and anticipate that more organic downloads would follow.
Finding the most valuable users internationallyThe first thing the marketing team did was find out where the app’s most engaged, valuable and monetizable users
were. They used App Annie to analyze international trends by downloads, active users and revenues across many
other music apps. This allowed them to prioritize their international go-to-market strategy and find high value or
high growth regions.
4App Annie © Copyright 2015 www.appannie.com
Playing rank cycles to your advantageAt the same time, the user acquisition team was able
to correlate rank curves with the downloads required
to reach a specific position. They tracked rank cycles
by weekday and by season, and noticed that an app
required more downloads to reach a particular rank
on Tuesdays and Saturdays. With this knowledge,
the team began advertising more on the days where
the download threshold was lower. This informed
everything from what day they launched new apps to
what percent of their ad budget they should spend
each week.
Increasing FB effectiveness through related appsThe developer then needed to ensure they were
acquiring users in the most cost effective way. A
huge chunk of the UA team’s ad spend was invested
in Facebook campaigns targeting the users of other
music apps. However, there was only so much
available inventory on these apps, meaning their
campaigns had pretty low ceilings. Using App Annie’s
Related Apps feature, they could identify other non-
music apps that had significant audience overlap
with their own app. This allowed them to scale their
advertising efforts and keep their high conversion rate.
5App Annie © Copyright 2015 www.appannie.com
Recommending new inventory to blind ad networksTo increase the speed at which they found profitable
advertising inventory, the marketing team worked
with a blind network. Unfortunately, they had
exhausted their core audience, and the network’s
app targeting suggestions were starting to yield
disappointing results.
With Related Apps, the team was able to find apps
with a similar demographic profile to their core
audience base, eliminating the expensive cost of the
network’s trial and error methodology.
Enhancing organic downloads through app keywordsAt the same time, the team looked to further boost
their organic downloads. With App Annie they could
track the top keywords for their and their competitors’
apps, identify high opportunity terms, and conduct
a test by adding these keywords to their app title
and description. The team was also careful to only
include the most relevant keywords for each country
as part of their localization strategy.
6App Annie © Copyright 2015 www.appannie.com
Data can make app marketing scalable and profitableApp marketing is a new arena for many marketers. App Annie’s data made the daunting task of scaling the
company’s international user base both profitable and realizable, allowing them to:
1. Target the most valuable users across the app globe
2. Reach target ranking spots with precision accuracy
3. Know what day to launch an app or increase ad spend
4. Improve advertising effectiveness by defining app and demographic lookalikes
5. Optimize organic acquisition channels such as search
6. Get a deeper understanding of their user base’s response to new features and price updates
Conducting customer research on your user baseTo gather more qualitative insight on their user base, the marketing team leveraged App Annie’s Reviews and
Ratings API. This allowed them to track user sentiment of their apps and gauge whether new features or price
updates were well-received by customers.
APP PUBLISHER
A
7App Annie © Copyright 2015 www.appannie.com
App Annie IntelligenceEvery use case was made possible with
Use Case Brochures Available Include:
Competitive Intelligence
Product Portfolio Planning
International Strategy
Partnerships, Licensing & Publishing
Mergers & Acquisitions
Sales & Lead Generation
App Marketing & Ad Buying
Investing
Relied upon by the world’s top app publishers, investors and entrepreneurs.
Find out more: www.appannie.com/enterprise-market-data
intelligence
StoreDownload and
revenue estimates
AudienceApp demographics
and cross-app usage
UsageTrack app reach and
engagement