Measure your app's success: Going beyond user analytics
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The purpose of this session is to educate the audience on the definition and fundamental pillars of user analytics within the context of the Free-to-Play model. The F2P model has been a game changer for how businesses (social games, mobile apps, etc.) now think about building revenue streams, and balancing revenue/monetization with building a truly engaging & sticky user experience. [They can work in harmony, but it takes understanding user behavior to get that balance right.] This new model also changes the way marketers need to think about managing their user acquisition strategies, and how to measure ROI. It’s now less about optimizing on CPA/CPI, and more about CPPC (cost per profitable customer). Ultimately, user analytics helps companies measure and improve their customer economics from acquisition to engagement to monetization, changing the focus from the value of a page to the value of the lifetime of your customers.
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Measure your app's success: Going beyond user analytics
- 1. MAY 20, 21 2013 // SAN FRANCISCO Beyond User Analytics
- 2. MAY 20, 21 2013 // SAN FRANCISCO Shalin Mantri Product Manager Kontagent shalin@kontagent.com @shamantri
- 3. AGENDA Why user analytics? Evolution of analytics User economics and the ARM model Roles Takeaways
- 4. Press coverage Well, shit. Well, shit. Awesome.
- 5. What mattered in the 1990s… Eyeballs
- 6. Page views What mattered in the 2000s…
- 8. Britney Spears evolved, so did user analytics Web 2.0 (00s) Page views Click, Actions Search Advertising CPC, CPA Web 1.0 (90s) Eyeballs Impressions Banner ads CPM Web 3.0 (10s) People Users User Ads, Couponing CAC, LTV, ROI
- 9. Introducing Mobile Customer Intelligence It’s about creating the perfect customer experience
- 10. The key innovation: Calculating user value
- 11. One formula to rule them all…
- 12. If you are trying to make money… Lifetime Value per User (LTV) Acquisition Cost per User (CAC) >
- 13. If you are trying to reduce costs… Cost per Transaction (mobile) Cost per Transaction (offline/web) <
- 14. If you are trying to increase loyalty… Churn per User (mobile) Churn per User (non-mobile) <
- 15. “ARM” yourself to mobile success 1. Design a sticky user experience 2. Integrate the business model 3. Identify a marketing plan 4. Go to market, iterate, and profit
- 16. Phase 1: Design a sticky user experience Focus on content, game mechanics, viral hooks Optimize for key behavioral actions Track performance through N-day retention, user lifetime, and k-factor
- 17. Phase 2: Integrate a business model For example, if the goal is revenue: Focus on in-app purchases, ad networks, affiliate programs Optimize for key monetization actions Track performance through % paying users, ARPU, ARPPU, and LTV
- 18. Phase 3: Identify a marketing plan Focus on channel experimentation, cohort analysis Optimize for “high- value” users Track performance through CAC, ARPU, and eLTV per channel/campaign
- 19. $0.00 $2.00 $4.00 $6.00 0 20 40 60 80 100 120 Now we can calculate user economics Time Since Install ARPU LTV CAC Profit
- 20. Phase 4: Go to market, iterate, and profit Focus on collaboration, rapid development cycles, data-driven decision making Track performance through LTV and CAC
- 21. User analytics spans across the org Marketing Team Measure and optimize your user acquisition campaigns with insight into full funnel KPI’s. Production/Engineering Analyze how different cohorts of users interact with your application, and pinpoint the places to optimize that have the greatest impact. C - Level Stay on top of the important data points and trends that are core to your business success. D A S H B O A R D Business Intelligence Deep dive into your user data using our data mining tools.
- 22. User analytics spans across the org C - Level Stay on top of the important data points and trends that are core to your business success. D A S H B O A R D
- 23. C-levels: Keep an eye on your business
- 24. User analytics spans across the org Production/Engineering Analyze how different cohorts of users interact with your application, and pinpoint the places to optimize that have the greatest impact. D A S H B O A R D
- 25. Product managers: Test, measure, iterate
- 26. User analytics spans across the org Profitabilit y Marketing Team Measure and optimize your user acquisition campaigns with insight into full funnel KPI’s. D A S H B O A R D
- 28. User analytics spans across the org D A S H B O A R D Business Intelligence Deep dive into your user data using our data mining tools.
- 29. Analysts: Mine, explore, discover
- 30. Key Takeaways Don’t take data at face value – dig deeper! Identify your business objectives Define your success formula Design, instrument, and launch your app around these objectives Learn more at other KK sessions!
- 31. My app’s epilogue 150K users #12 on App Store 8% of DAUs were “power users” Power users shared songs more than 150 times per day CAC > LTV for ad campaigns Decided not to invest more resources
- 32. MAY 20, 21 2013 // SAN FRANCISCO Questions? @kontagent @shamantri Rate this presentation on the KKONNECT app!
Notas del editor
- Welcome, thanks for coming to Kontagent’s first-ever user conference. Anyone from out of country? Exciting sessions this afternoon… Kontagent has been a frontrunner in educating the industry about user analytics. Let’s start at the 30K foot level and make our way down. The purpose of this session is to educate the audience on the definition and fundamental pillars of user analytics within the context of the Free-to-Play model. If there’s one thing you get out of this session is UNDERSTAND YOUR USER ECONOMICS, including LTV and CAC. ---- The purpose of this session is to educate the audience on the definition and fundamental pillars of user analytics within the context of the Free-to-Play model. The F2P model has been a game changer for how businesses (social games, mobile apps, etc.) now think about building revenue streams, and balancing revenue/monetization with building a truly engaging & sticky user experience. [They can work in harmony, but it takes understanding user behavior to get that balance right.] This new model also changes the way marketers need to think about managing their user acquisition strategies, and how to measure ROI. It’s now less about optimizing on CPA/CPI, and more about CPPC (cost per profitable customer). Ultimately, user analytics helps companies measure and improve their customer economics from acquisition to engagement to monetization, changing the focus from the value of a page to the value of the lifetime of your customers.
- - At Kontagent, manage our web dashboard and mobile initiatives Cofounded a company that has built Top 25 social/mobile apps (in fact, will be talking about one of them today) Designing Fundraising Server-side engineering Built analytics system Addiitional: - Consulted for the world's largest South Asian music companies - Created India's first nonprofit campus recruiting program for startups - Built enterprise software that's revolutionized how law firms manage document security
- User analytics is about defining what success means for you, at each stage of your application’s lifecycle. Let me tell you a story about the launch of Hitmaker, a music discovery game for the iPhone that would eventually become a Top 25 app on the App Store. Investors asked: What does your user adoption look like? Engagement? Retention? Who are your power users? What are they doing? Knowing what your users are doing can make the difference.
- Introduction to User Analytics in the context of the evolution of the Web. Most importantly, a star was born. Britney Spears became a cultural icon, encouraging all teenage schoolgirls worldwide to wear skimpy uniforms. In the tech world, we experienced a dotcom bubble. Valuations on companies like Yahoo! and Pets.com skyrocketed based on eyeballs alone, i.e. How many pageviews came to my site in the last month?
- Britney from celebrity to crash (dotcom crash) Britney Spears’ fame (or infamy) continued as she matured into a yet another rebellious, drug-doping celebrity. Google became the de facto search engine and, along with it, AdWords/AdSense became the de facto discovery channels for independent websites. SEO, SEM => Visitors => Actions KPIs: CPM, CTR, CPA
- Britney grew up into a wholesome young woman. And Facebook was born. But most importantly, Facebook Platform was created, allowing app developers to plug into a user’s rich profile and social graph. Apps could use this graph to personalize user experiences, deliver better recommendations, and grow virally. Behind the social revolution was the concept that a user was not a pageview, not an anonymous visitor, but a living breathing entity with interests, friends, and a big megaphone. Other platforms that are experiencing this revolution include iPhones and Android: Your phone is the most socially connected device in the world.
- As platforms evolved, so did developers’ understanding of their users, how to reach them, and how to make money from them. Now, we know where users come from, especially viral channels. We can differentiate between a user’s first session and their subsequent ones. We can tie their behavior to outcomes that matter, like an in-app purchase. And this means, we can calculate our User Economics, which is probably the most important calculation in analytics today. ----- Meeting Notes (5/7/13 13:00) ----- People, Process, and Platform
- It’s about finding moments and controlling them. Right experience. Right people. Right time. You will hear this theme over and over again.
- If you’re a JRR Tolkien fan, this is the Ring. If you’re religious (or just like Indian Jones), this is the Holy Grail. Whatever you want to call it, this equation is the most important calculation you’ll want to make. For games, this is the equation that matters. It probably makes sense for commerce as well.
- If you’re a JRR Tolkien fan, this is the Ring. If you’re religious (or just like Indian Jones), this is the Holy Grail. Whatever you want to call it, this equation is the most important calculation you’ll want to make. For games, this is the equation that matters. It probably makes sense for commerce as well.
- If you’re a JRR Tolkien fan, this is the Ring. If you’re religious (or just like Indian Jones), this is the Holy Grail. Whatever you want to call it, this equation is the most important calculation you’ll want to make. For games, this is the equation that matters. It probably makes sense for commerce as well.
- If you’re a JRR Tolkien fan, this is the Ring. If you’re religious (or just like Indian Jones), this is the Holy Grail. Whatever you want to call it, this equation is the most important calculation you’ll want to make. For games, this is the equation that matters. It probably makes sense for commerce as well.
- To put this formula in context, let’s derive this formula from a typical application’s development & marketing lifecycle. We’ll be using the ARM framework to do so. ----- Meeting Notes (5/7/13 13:00) ----- People, Process, Platform
- Unpaid marketing Cross promotion Website YouTube video Current fans Website Media reviews Press release Apple / Google feature Top ranking Facebook Twitter Forums Blogs ----- Meeting Notes (5/7/13 13:00) ----- 3% conversion k-factor for social
- What is User Acquisition Cost? It’s about making much smarter marketing decisions. How much it costs to acquire an active user. [Sum ( marketing for each channel ) + other expenses ] / Active Users User acquisition cost: Per channel Conversion funnel for each channel Types of marketing: paid vs. unpaid Unpaid marketing Cross promotion Website YouTube video Current fans Website Media reviews Press release Apple / Google feature Top ranking Facebook Twitter Forums Blogs Paid campaigns FAAD Flurry Chomp Admob InMobi Chartboost iAd In this conference, we hope you’ll come away with a marketing playbook. Talk to each other about channels and tactics that are working, and those that aren’t. On our side, we have a webinars on app marketing you can check out at www.kontagent.com.
- Identify revenue levers Optimize app flow for these levers ----- Meeting Notes (5/7/13 13:00) ----- business-defined metrics - content utilization - commerce build model based on business goal (cost savings, revenue, cross promotion) - self-service: deferring costs - content: higher revenues for advertisers - commerce: increased revenue hotel tonight business goal right now is around same-day transaction zions bank cost of in-branch visit
- Paid campaigns FAAD Flurry Chomp Admob InMobi Chartboost iAd ----- Meeting Notes (5/7/13 13:00) ----- CPA instead of CAC use examples in each slide refer to other sessions
- What is User Acquisition Cost? It’s about making much smarter marketing decisions. How much it costs to acquire an active user. [Sum ( marketing for each channel ) + other expenses ] / Active Users User acquisition cost: Per channel Conversion funnel for each channel Types of marketing: paid vs. unpaid Unpaid marketing Cross promotion Website YouTube video Current fans Website Media reviews Press release Apple / Google feature Top ranking Facebook Twitter Forums Blogs Paid campaigns FAAD Flurry Chomp Admob InMobi Chartboost iAd In this conference, we hope you’ll come away with a marketing playbook. Talk to each other about channels and tactics that are working, and those that aren’t. On our side, we have a webinars on app marketing you can check out at www.kontagent.com.
- What we know: A user’s lifetime ARPU over that lifetime, i.e. spending curve Lifetime value per user Cost of acquisition per user (potentially broken down by marketing channel) Profit! ----- Meeting Notes (5/7/13 13:00) ----- show screenshot this model can be modified based on your business objectives
- Pace of Hitmaker updates
- Review the prezo so far: Showed you the equation, how it gets derived, now talk about how to apply it across the org Collaboration is key to insights, decisions ------- What are the questions that each role is asking?
- What are the questions that each role is asking? Potential audience interaction here? Collaboration is key to insights, decisions
- What are the questions that each role is asking? Potential audience interaction here? Collaboration is key to insights, decisions
- Attend these sessions….
- What are the questions that each role is asking? Potential audience interaction here? Collaboration is key to insights, decisions
- What are the questions that each role is asking? Potential audience interaction here? Collaboration is key to insights, decisions
- ----- Meeting Notes (5/7/13 13:00) ----- updated screenshot of datamine refer to dm prezo
- ----- Meeting Notes (5/7/13 13:00) ----- 5 key takeaways
- User analytics is about defining what success means for you, at each stage of your application’s lifecycle. Let me tell you a story about the launch of Hitmaker, a music discovery game for the iPhone that would eventually become a Top 25 app on the App Store. Investors asked: What does your user adoption look like? Engagement? Retention? Who are your power users? What are they doing? Knowing what your users are doing can make the difference. Feedback: - How did user analytics matter?