How To Acquire Quality Users Through Technology And Analytics -- Ed Laws, Francois Deschenes, InMobi (The White Nights: Mobile Games Conference http://www.wnconf.com/)

1. How to Acquire Quality Users
Through Technology and Analytics
Ed Laws
MD Performance EMEA
Frank Deschenes
Product Manager - InMobi Analytics
White Nights
June 27, 2013

2. Our Mobile Propositions: Media and Tech Platforms.
Simplifying Mobile Advertising.
Ad Tracking, User
Analytics & AD ROI
Mobile Media
Largest Independent
Mobile Ad Network.
Rich Media
Authoring & Ad Serving
Research and Data
Partnerships
InMobi AnalyticsInMobi StudioInMobi Ad Network InMobi Research
IAT & LTVP Research

3. We will bring Global Scale to Developers
Enabling them to reach 40% of mobile internet users through 26,000+ sites and apps
North America
156m
Latin America
24m
Africa
40m
JAPAN
18m
EME
171m
691M mobile consumers 93.4B impressions per month 165 countries
APAC
272m
Australia
10m

4. USER ACQUISITION
Advertising & Strategy: Awareness, Scale & Quality Users

5. Your advertising needs change, as your app enters different stages of growth.
InMobi can help brands at all stages of Mobile User Acquisition.
Quality User
Time Since App Launch
NumberofUsers
Focus on User Acquisition

6. Developers first need to make consumers aware of their application. This is also a time for developers to test
different strategies and creatives to learn what users react to as well as obtain some organic downloads.
Focus on User Acquisition: Learning

7. Know your user and yourself
Test & Learn
Choose UA partners
Developer
Lifecycle:
Learning
‣ Ensure product works, review success signals
‣ Understand target audience & user value
‣ Achieve some initial organic downloads and ratings
‣ Have a budget and targets
‣ Analytics, tracking, SDKs
‣ Creative assets – ads, landing pages
‣ Inventory sources
‣ Always test the plumbing
‣ Test campaign - $5k or free if you can get it
‣ Key learning's – good performing inventory segments,
creatives, formats, OS
‣ What CVR, indicative CPDs

8. Once past the initial phase, now is the time to grow rapidly. This can be done through a variety of advertising
techniques such as boost and burst campaigns.
Focus on User Acquisition: Scale

9. High Impact Activity
Optimize
Track & Analyse
Developer
Lifecycle:
Scale
‣ Burst, Boost campaigns – maximum exposure
‣ Cross promote on other games
‣ Independent app store distribution
‣ Support with offline activities
‣ Campaign tracking – Downloads, CPDs,
‣ ROI analysis vs CPD
‣ Paid vs Organic ratio’s
‣ Performance vs original targets
‣ Act on insights
‣ Skew activity to high performing inventory, formats
‣ Do more of the good stuff - streamline

10. Once scale is achieved, you can now focus on the different types of consumers that you have a create targeted,
personalised strategies to make the most of your user base.
Focus on User Acquisition: Quality

11. User segmentation
Maximize Monetization
Acquire High Quality UsersDeveloper
Lifecycle:
High Value
Users
‣ Spenders, Engagers, Inactives
‣ Define strategies for each user groups
‣ Product insights and feedback – drop outs, IAP
‣ Use feedback loop to target high quality users
‣ Retarget: clickers not downloaders, inactive users
‣ Refresh creatives – support brand with RM formats
‣ Consider new inventory sources to reach new users
‣ Monetization strategy for non payers - Advertising
‣ Upsell to highly engaged users
‣ Take a successful model to new markets, Go East

12. TECHNOLOGY PLATFORMS
Data & Insights: User Tracking & Analytics

13. Beyond installs: track user engagement metrics
Number of
Sessions
Time Spent
Purchase
History
Custom Events
(eg. FB likes,
levels passed)
New vs Returning
Users
Carriers
Devices
App Versions
OS Versions
Countries

14. Connect Insights with targeted Actions
Dormant
quality users
Non-
paying
users
Re-target them in other apps
to bring them back
Monetize through advertising
In order to engage efficiently with your users
Insights Segments Actions
Advanced
users
Reward or cross promote your
other apps
Insights on purchase
history, time spent, app
launches, etc.
Segment users by app
usage and user attributes
Re-engagement by
segment
Optimise your campaigns
toward acquiring more!
High paying
users

15. Identify ‘Quality’ Users and Maximize
Optimise your Quality User Acquisition
Acquisition
Sources
SDK
API
Run
Campaigns
Analyze User Engagement
(Post Download)
Identify
Valuable Users
Feedback ‘valuable’ users
Optimise on
User Quality

16. Device
Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser
Cookies
Android
Referrer

17. Device
Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser
Cookies
Examples: UDID, ANDROID_ID, ODIN1, IDFA
Pro’s:
• High accuracy when available
• Standardized, allow tracking alignment between different
parties
Con’s:
• Requires upstream integration (with publishers or ad servers)
• Not available on mobile web inventory
• Fragmentation issues (ODIN1, Open UDID, IDFA, etc.)
Android
Referrer

18. Device
Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser
Cookies
Pro’s:
• No integration needed with publishers and/or ad servers
Con’s:
• Can affect the application user experience when tracking
install
• Cannot bridge between browsers
Android
Referrer

19. Device
Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser
Cookies
Cookie replacement: Recognizing devices using anonymous data
points in the browser.
Pro’s:
• Better accuracy than cookies
• Better coverage than device IDs only
• Doesn’t affect the user experience
• No integration needed with publishers and/or ad servers
Con’s:
• Probabilistic
Android
Referrer

20. Device
Recognition
(Fingerprinting)
How to attribute users to unique impressions?
Device IDs
Browser
Cookies
Allows us to pass information through the Google Play store
Pro’s:
• No integration needed with publishers and/or ad servers
• Doesn’t affect the user experience
• Can track across mobile web and app
Con’s:
• Only available on Google Play store
• Doesn’t work well with more than one tracking solution at the
same time
Android
Referrer

21. BEST PRACTICES
Build or partner? Which solution should you pick?

22. Many mobile analytics solutions to pick from
Or should you build your own
in-house analytics platform?

23. What to
look for in
an analytics
solution?
Gather engagement insights, and act on them!
- Depth of engagement metrics collected
- Don’t stop at gathering analytics.. Act on your insights!
Maximize tracking accuracy & coverage
- Device Recognition will provide maximum coverage, but it’s probabilistic
- Device IDs will provide maximum accuracy, but limited coverage
- Use mix of tracking technologies
Enable campaign optimisation
- Feedback conversions to your preferred ad serving partners
- Make sure campaigns are optimised at the impression/click level
Limit the impact on user experience
- Cookie based approaches open a browser at first app launch
- Look for a lighter SDK
- Be aware of the multiple redirect hops

24. For Advertisers, Agencies,
Developers and Publishers
Ed Laws
MD Performance EMEA
Frank Deschenes
Product Manager - InMobi Analytics
www.inmobi.com