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Mobile-izing the Masses: App Acquisition Strategy, Attribution & Performance Optimization Micah Adler Founder and CEO

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Micah Adler, Founder & CEO, Fiksu


Mobile-izing the Masses: App Acquisition Strategy, Attribution & Performance Optimization

Micah Adler Founder and CEO


40 of 50 2013 TOP GROSSING APPS

World’s leading mobile marketing platform

About Fiksu

Nearly 3 Billion DOWNLOADS GENERATED Boston

Northampton San Francisco London

Helsinki Singapore Tokyo Seoul

Micah Adler @MicahAdler

The Opportunities

$100B Mobile App Economy Digital media consumption: 51% from mobile apps 9% from other mobile 40% from desktop

Consumers now spend more time on mobile than on TV

$700 billion in revenue will be generated by mobile apps in 2017 Apple and Google

Play app store downloads topped 102 billion in 2013

Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage

2B smartphones expected to ship in 2014 – vs. 300M PCs

2013 mobile app revenue Fiksu estimate: $38 B

Gartner – Dec 2013 ABI Research, March 2013 Various GARTNER – Sept 2013 Digi-Capital

Micah Adler @MicahAdler

Mobile Apps – Strategic Advantages Multi-event marketing

Pre-download •  Impression, click, App Store landing page >>> download

Post-download •  Persistent device presence •  Immersive in-app experience & engagement •  Ongoing push notifications

Overall •  Undervalued •  Consumer-preferred •  Growing

Micah Adler @MicahAdler

The Challenges

Mobile is different from the desktop §  And it isn’t the size of the screen!

§  Mobile is an operating system - This is why apps dominate - Data is handled very differently in mobile

•  Desktop-like cookies don’t exist •  IDs galore •  Attribution is challenging

§  Desktop: client side data; Mobile: server side data - Desktop players haven’t made transition to mobile - Requires rewriting entire technology stack

Complicated Mobile Ecosystem

Micah Adler @MicahAdler

Specific Challenges

•  Attribution

• Data

• Media access

•  Programmatic media access

•  Performance optimization

•  Analytics

Micah Adler @MicahAdler

Getting loyal users is more expensive than ever before.

Increasing Costs

Micah Adler @MicahAdler

The Strategies

Plan First The big question: “How to succeed?” •  Tracking – not as easy as desktop • Metrics matter – measure loyalty (i.e. registrations, purchases), not

just downloads •  Success comes from using a wide range of channels •  It isn’t just about cost: tradeoff between cost and volume •  Your rank has an impact • Newer channels like Facebook and Twitter are playing a large role

Micah Adler @MicahAdler

Start with Measurement Use an SDK that supports all forms of attribution in one turnkey, easy-to-use solution. § Starting point for any performance based


§ Provides measurement and tracking every step of the way across the entire ecosystem - Click to install to retention to monetization

§  Identifies which strategies are most effective to drive optimization

Micah Adler @MicahAdler

Expand Reach Across All Mobile Media Channels

Traditional/Display Social


RTB Exchanges


Micah Adler @MicahAdler

React to Changing Media Landscape Change is Rapid §  Share can change

virtually overnight

Need to be nimble §  Able to shift media

spend rapidly to find the best traffic sources for your app

Change Continues §  Need to respond

quickly, test new sources (i.e. Twitter MAP)

Fiksu’s media allocation since inception

Micah Adler @MicahAdler

Top Channel: Facebook •  Audience size (1.3B+ users on mobile)

• Dedicated ad unit for apps - UA, retargeting and re-engagement - Vast array of segmentation opportunities

•  Programmatic access and measurement

•  And now, off Facebook as well

Micah Adler @MicahAdler

Newest Channel: Twitter

•  75% of users on mobile

• Newly introduced, dedicated ad unit for apps

•  Targeting based on real time interests

•  Tailored audiences

•  Programmatic access and measurement

Micah Adler @MicahAdler

Optimize performance on LTV Metrics Optimize on key long-term value metrics for lower-cost, higher-quality users that take actions tied to your ROI. This depends on your business but can include: § Registrations § Purchases

§ Repeat visits

Micah Adler @MicahAdler

Programmatically Optimize in Real Time

Micah Adler @MicahAdler

§  Revive lapsed users §  Segment existing users to drive specific behaviors §  Deep link direct to action point in app §  Cross-channel promotion §  Lower costs compared to new

user acquisition §  Key: use your data!

Re-engage & Retarget

Micah Adler @MicahAdler

Mobile event data infrastructure §  350 billion marketing events per month §  Both pre- and post-install §  Fiksu receives 5% of iOS launches worldwide

Fiksu Data Store §  450 million unique iOS device profiles

- 65% of all iOS devices ever sold §  400 million unique Android device profiles

- 40% of all active Android devices

Partner to Gain Expertise, Programmatic Access & Data

Monthly Marketing Events Captured

Micah Adler @MicahAdler

Case Studies


Quick Service Restaurant Chain §  Sustained program to establish a mobile

presence for its brand supporting 10,000 locations worldwide

§  Overall Rank: from 120 to 18 §  Downloads: from 3k/day to 30k/day §  6.7M app engagements §  Cost per download: $.33 §  Cost per loyal user: $.82 §  Cost per app engagement: $0.07

750M pre-download impressions Plus: benefit of pervasive on-device presence

Micah Adler @MicahAdler

•  Partnered with Fiksu for launch

• Needed critical mass of users to support viral effects

• Used video, banner, RTB, and more

•  5.5M users within 1 month of launch

• CPIs around $1

“Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the games app category.”

— Neal Ostrov, CMO, Plain Vanilla Games


Micah Adler @MicahAdler

•  Started Facebook campaigns in-house, challenged by scaling and maintaining

•  Fiksu doubled volume while reducing CPIs 20%

•  Able to take advantage of seasonality with increased spend

“In the five months we’ve worked with Fiksu, our business has increased by 70%.” — Alex Oliveira,


CASE STUDY: SimplePrints by StoryTree

Micah Adler @MicahAdler

[email protected] www.fiksu.com @MicahAdler @Fiksu

Thank You!

Download free eBooks and white papers www.fiksu.com/ebooks