business insider, social commerce summit, tapsense
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How to Acquire High Quality Users for Social Commerce Apps Gregory Kennedy | VP of Marketing, TapSense
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App Marketing Challenge • Millions of apps in the store • Distributions models fragmented • Market is extremely competitive
TapSense is solving the app discovery problem
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What is Working • Consumers love apps and ad inventory increasing • Paid distributed provides consistent results • High quality acquisition methods – Beyond CPI
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Conversion tracking graveyard • Too many small players • Confusing and complex • Customers just want a system that works
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24 / 7 Online reporting gives
you the latest data about
your marketing performance
Announcing Our New Product M3 Cloud • Conversion tracking for mobile apps • Mobile to web tracking of purchases • Optimize campaigns to revenue • Cohort analysis
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Channel Name Conversion Tracking iOS Monthly Unique Reach
Apps Channel YES 200 Million +
Facebook YES 150 Million +
Google / Admob YES 90 Million +
PayPal Media YES 30 Million +
UberMedia YES 40 Million +
Others Integration Required
Out of the Box Channel Support
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iPhone User Demographics (Forrester) • 250 Million sold and 80% of them in the US • 56% are aged 23 to 45 • Even Split Male / Female • Avg annual household income $105,200 (NBC News $77,220) • Clustered in affluent metros: SF, LA, NY, SEA, ATL, CHI, etc.
h"p://techcrunch.com/2012/09/26/forrester-‐iphone-‐app-‐users-‐young-‐and-‐wealthy-‐android-‐app-‐users-‐skew-‐older/
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Why Advertise? It’s the only way to get consistent and measureable results, that will grow your business.
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Averages based on TapSense Platform Data and Tapsense Research from publicly available data.
TapSense Google Adwords PC Display Banners
Avg. CPC $0.05 to $0.40 $1.04 $0.35
Avg. CTR 2.43% 0.40% 0.05%
Avg. Conversion Rate 7% to 11% 5.30% 0.6%
Avg. Cost per Conversion $3.46 $19.74 $58.3
And mobile is significantly cheaper than PC
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The Winning Strategy for Retail Move your web business to mobile, and acquire high value users for cheap.
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This Opportunity Won’t Last Forever • TapSense avg. monthly CPC has almost doubled YoY • Acquisition costs for high quality users are going up
iPhone CPC $0.05
iPhone CPC $0.10
iPhone CPC $0.15
0 to 15M Clicks
15M to 45M Clicks
45M + Clicks
Current Rates Expected Monthly Volume
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Consumers Love to Shop From Their Smartphone • 16.3% of 2012 Black Friday sales came from mobile • Up a full 20.7% from 2011
h"p://tech.fortune.cnn.com/2012/11/25/apple-‐ipad-‐black-‐friday/
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“A whopping 56% of all of Fab’s revenue in the U.S. was via our mobile apps on Christmas in the U.S. — a new single day record.” Jason Goldberg, CEO of Fab
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10 Mobile Acquisition Best Practices for Retail
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Ten Acquisition Best Practices for Retail 1. Optimize to Revenue not CPD
Revenue ROI CreaGve Name Installs Ad Spend CPD
$4,506.06 96.0% iPhone CreaGve A 650 $4,693.94 $7.22
$3,542.69 74.7% iPhone CreaGve B 1044 $4,743.98 $4.54
$3,231.67 72.9% iPhone CreaGve C 741 $4,431.32 $5.98
$2,433.91 46.9% iPhone CreaGve D 953 $5,193.40 $5.45
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Ten Acquisition Best Practices for Retail 2. Provide a Clear Mobile Value Proposition
Top Performer Provides clear value proposition with iPad user
Low Performer Pinterest has limited appeal for this audience
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Ten Acquisition Best Practices for Retail 3. Plan for Seasonality
• Christmas Day • Black Friday • Cyber Monday • Back to School • Fall Fashion • Chinese New Year
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Ten Acquisition Best Practices for Retail 4. Make Acquisition Part of Larger Strategy
These ads show good alignment between acquisition and larger marketing efforts.
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Ten Acquisition Best Practices for Retail 5. Keep Ad Copy and Messaging Simple
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Ten Acquisition Best Practices for Retail 6. Use Cohort Analysis to Identify Trends
Example: identify best performing channels return on revenue
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Ten Acquisition Best Practices for Retail 7. Use Internal Business Data to Drive Marketing
• Feature popular entry level items in advertisements • Use product variety to interest new users • Know your customer purchase cycle and advertise around it
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Ten Acquisition Best Practices for Retail 8. Focus on Quality and Scale
TapSense Source A Source B Source C
Avg. CTR 1.5% 0.05% 0.33% 0.81%
Avg. CVR 1.88% 1.0% 18% 0.89%
Avg. CPA $5.72 $6.24 $4.5 $7.59
Spend $179,530 $27,791 $9,243 $30,010
Conversions 33,821 4,456 2,043 3,949
TapSense was the only channel that delivered high quality users at scale.
Blinded campaign data from TapSense campaigns that ran over a 15 day period.
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Ten Acquisition Best Practices for Retail 9. Test and Optimize Your App Store Page
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Ten Acquisition Best Practices for Retail 10. Find Partners Who Speak Your Language
TapSense Solution for Mobile Retail • Conversion Tracking • Optimize to Revenue • Cohort Analysis • Acquire Shoppers not Users
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Contact Us: Gregory Kennedy P 415.341.5762 E [email protected] www.tapsense.com