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[TapjoyX5Rocks App Discovery Seminar] Session 3 - 선데이토즈 임정민 이사
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[TapjoyX5Rocks App Discovery Seminar] Session 3 - 선데이토즈 임정민 이사 발표자료입니다
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1.
분석남과 광고녀의 썸타는
이야기 2014.10.14
2.
분석남과 광고녀의 썸타는
이야기 죄송합니다 자극적인 제목으로 기대감을 불러일으켰다면 죄송합니다. 오늘 발표할 내용은 연애담이 아니라 좀 진지한 이야기이 기 때문에 재미없을 수도 있습니다. 2014.10.14
3.
Congratulations!
4.
5.
굿
6.
마케팅 = Better
App Discovery
7.
Better App Discovery
= Well Targeted Audiences 유료고객 바이럴고객
8.
ARM Model
9.
7 1_ Organic
Users
10.
8 2_ Paid
Users
11.
8 2_ Paid
Users 유저코호트 분석 타게팅, 리타게팅 플래닝 액션 1 2 3
12.
입문편 유저코호트 국가,
도시, 나이, 성별, 유 입일, 유입출처, …
13.
고급편 커스텀유저코호트 유입채널별,게임레벨,
친 구수,디바이스, OS,언어, 구매횟수,구매금액,세션주 기,세션수,세션길이 …
14.
동네형 초고수 눈팅동생
응용편 ! 혹은 커스텀통합지수 개발
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제대로 된 광고효과지표
설정하기 12 전통적인 광고효과측정지표 CTR CPI 잘못된 예 “지난
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주
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캠페인으로
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CTR이
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2%를
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기록했으며,
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이로
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인하여
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CPI가
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250원대로
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낮아지는
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좋은
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결 과를
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얻었습니다.”
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-
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마케팅팀 “다운로드
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건수는
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조금
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늘었지만,
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이탈율이
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높아 지고
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재방문율과
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구매율이
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급격히
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줄었습니다.”
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-
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운영팀 따로 노는
마케팅부서와 운영팀 궁서체
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제대로 된 광고효과지표
설정하기 13 통합된 광고효과측정지표 LTV 앱마다 다른 지표설정 User Cohorts Engagement 효과최고! 바람직한 예시 행동분석 • Conversion Rate ! • User Engagement ! • User Retention ! • Early Monetization Events ! • Virality 타게팅 리타게팅
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끗.! 질문시간 임정민
/ jeffrey.lim@sundaytoz.com
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다시 본질로 돌아가서
… 마케팅비를 최소화 충성고객 전환 구매율, 재구매율 높이기 Acquisition Retention Monetization
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