MMP AND PARTNER
45K+2.3B+ 100+
DEVICES TRACKED
GLOBAL FOOTPRINT
APPSWITH SDK
MCOMMERCE FOCUS
MCOMMERCE CLIENTS
NO CONFLICT OF INTEREST
ABOUT APSALAR
USA
INDIA
BRAZIL
1. The m-commerce app land grab is on!
2. It takes a lot more clicks to drive an install than you assume in your models
3. Double-counting credit for installs is costing you big money
4. Your business challenge definitely doesn’t stop with the install
5. Retargeting is the big opportunity for India
5 KEY INSIGHTS FOR INDIA
1) THE M-COMMERCE LAND GRAB IS ON!
+32%
Number of Phones with mCommerce Apps
Q2 v. Q1 2015
Number of Installs Number of Events
+27% +54%
• Massive global study
• 10 billion installs
• 100 million IAPs
• Data from January 1 2015 to May 31, 2015
2) IT TAKES A LOT OF CLICKS TO DRIVE AN INSTALL
198 CLICKS TO DRIVE AN INSTALL IN INDIA
198
• Global fraud issue exacerbated in India because of popularity of APK-based Installs and Internal Installs
• Massive click counts:• Impeding ability to optimize and assess media performance• Radically increasing measurement costs with vendors that
charges of every click
• Comprehensive measurement including FB and third-party app stores is essential
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!
I DROVE IT!I DROVE IT! I DROVE IT! I DROVE IT!
I DROVE IT!
3) DOUBLE-COUNTING OF INSTALLS IS A SIGNIFICANT ISSUE
• Any media company that touches a consumer will believe they deserve payment for the install
• Tracking vendor performance particularly challenging because Indian companies work with so many vendors
• Without comprehensive ongoing measurement and attribution, Indian companies are paying 2-,3-,4- times for the same transaction or install
Challenge• Leading Indian online retailer believed they were paying twice or
three times for installs because multiple vendors were taking credit.
Solution• Implement Apsalar Attribution to track which vendors deserved
credit for an install.
Results• By crediting installs to only one vendor, Apsalar was able to reduce
average CPI by 21%.• Apsalar also provided counts of attributed installs to vendors to
eliminate data discrepancies.
WITHOUT APSALAR
WITHAPSALAR
AVERAGE CPI21% LOWER
CASE STUDY: ELIMINATING DOUBLE-COUNTING REDUCES CPI BY 21%
APPS PER PHONES
APPS USED WEEKLY
APPS UNUSED
61 7.1 53.9
4) THE CHALLENGE DOESN’T STOP WITH THE INSTALL
Source: Nielsen
APSALAR DATA SHOW: IT’S ALL ABOUT THE STATE OF YOUR CUSTOMER FUNNEL
The Dream Funnel The Upside-Down Umbrella The Where is It Funnel? The Bulging Funnel
Optimization of user experience is proving critical for Indian app marketers
MANY BRANDS DON’T KNOW WHERE THEIR BOTTLENECKS ARE!
SUCCESS IS ABOUT PROGRESSIVE ENGAGEMENT OPTIMIZATION
App Customer Life Cycle Planning
AUTHENTICATIONEVENTS
ENGAGEMENTEVENTS
INTENT EVENTS
CONVERSIONEVENTS
Authentication Events: Who am I?
Engagement Events: Am I actually using the app?
Intent Events: Am I gradually moving toward making a purchase?
Conversion Events: Not just that I purchased. What did I purchase, and what drove me to buy now?
Content to help brands uncover the opportunities
to optimize
LONG-TERM MEASUREMENT MATTERS
• Maximum 30-day measurement windows causing serious problems for mcommerce businesses globally
• Problematic for retail, finance, travel, on-demand services• Purchase cycles longer• Objective is to build ongoing customer relationships
• Since installs are a very poor predictor of future revenue, many companies are struggling to drive revenue and optimize
5) RETARGETING THE BIG OPPORTUNITY FOR INDIA
Acquisition to Retargeting Spend Ratio
Acquisition; 73%
Retargeting; 27%
USA
Acquisition; 84%
Retargeting; 16%
EU
Acquisition; 99%
Retargeting; 1%
INDIA
RETARGETING DRIVING GREAT RETURNS WORLDWIDE IN KEY INDIAN CATEGORIES
ROI FROM RETARGETING
On Demand Services Travel
Retail
Subscription Services Low IAP Penetration Games
High IAP Penetration Games
Utility Apps
THINK MORE BROADLY THAN JUST SINGLE-EVENT-BASED RETARGETING…
CATEGORY CUSTOMERS
LIFESTYLE/LIFESTAGE
BRAND AFFINITY
BUYING STAGE
BUYER DECILES
LAPSED CUSTOMERS
CRM PUSHNOTIFICATIONS
MESSAGE CENTER eWALLETMKTG
AUTOMATION
DATA-DRIVEN DECISIONING
REMEMBER: RETARGETING IS MORE THAN AN AD TARGETING STRATEGY
1. The m-commerce app land grab is on!
2. It takes a lot more clicks to drive an install than you assume in your models
3. Double-counting credit for installs is costing you big money
4. Your business challenge definitely doesn’t stop with the install
5. Retargeting is the big opportunity for India
5 KEY INSIGHTS FOR INDIA