Using data to make app marketing a growth driver, not a cost center

Transcription

1 APP PUBLISHER A Using data to make app marketing a growth driver, not a cost center 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 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 developer A 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 LTV With 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 data App 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. 2

3 Finding the most valuable users internationally The 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. 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. 3

4 Playing rank cycles to your advantage At 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 apps The 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 nonmusic apps that had significant audience overlap with their own app. This allowed them to scale their advertising efforts and keep their high conversion rate. 4

5 Recommending new inventory to blind ad networks To 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 keywords At 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. 5

6 Conducting customer research on your user base To 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. Data can make app marketing scalable and profitable App 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 6

7 APP PUBLISHER A Every use case was made possible with App Annie Intelligence Relied upon by the world s top app publishers, investors and entrepreneurs. Find out more: /enterprise-market-data Store Download and revenue estimates Audience App demographics and cross-app usage Usage Track app reach and engagement 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 intelligence 7