quality over quantity - mobile users mater | jarah euston, flurry

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August 2013 Quality Over Quantity: Mobile Users Matter Jarah Euston, Director of Analytics @jarahk

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Jarah Euston, Director, Analytics, Flurry How to identify, acquire and measure quality users for your mobile app. The cost of building a quality app audience is dramatically increasing. Cost and quality of acquisition varies widely by channel, changes over time and different purchase volumes. To optimize your ROI of marketing spend, you can identify which channels deliver the best users based on engagement, monetization and more. Not every ad unit is created equal.

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Page 1: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

August 2013

Quality Over Quantity: Mobile Users MatterJarah Euston, Director of Analytics

@jarahk

Page 2: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

120,000

350,000

App Developers:

Live Applications:

Flurry AnalyticsiOS, Android, BB, WP, HTML5

1.1B +Devices per month:

110BSessions per month:

AppCircle Ad NetworkEngage mobile consumers: iOS, Android

6,200App Developers:

350MDevices per month:

3M +Daily Completed Views

Flurry Is a Leading App Measurement & Advertising Platform

Page 3: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

`

BROWSER (20%)

APP (80%)

Games, 32%

Facebook, 18%

Safari, 12%

Productivity, 2%

Social Networking, 6%

Utility, 8%

News, 2%

Entertainment, 8%

Android Native, 4% Opera Mini, 2%

Other, 6%

Source: Flurry Analytics, comScore, NetMarketShare

It’s An App World. The Web Just Lives in It.

Time Spent on iOS & Android Connected Devices

Page 4: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

In the US: Primetime Is Almost all The Time

5:00 AM

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

12:00 AM

1:00 AM

2:00 AM

3:00 AM

4:00 AM

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & ProductivityLifestyle & Shopping Sports, Health & Fitness Other

Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.

Average Time Spent on iOS Devices- US Only

Page 5: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

iTUNES APP STOREGOOGLE PLAY

Competition for Consumers Continues to Increase

~1 million available apps on iOS and Android

Sources: Google, Apple; number in thousands

Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13

2 2080

200250

350

460

600675

800

1000

28

160250

400 425500

600650

700

800

900

Page 6: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

It Takes Work to Make it to the Top of the Charts

To achieve an App Store ranking of at least:

Minimum new users required

Average new users required

Maximum new users required

1 190,000 281,000 372,000

5 145,000 170,000 194,000

10 75,000 83,000 90,000

15 59,000 65,000 70,000

25 44,000 48,000 51,000

50 39,000 41,000 43,000

100 25,000 26,000 27,000

Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).

Page 7: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Average 30-Day Churn Rate for Top apps

Churn for Top Performing Apps is ~50% After 30 Days

100%

40

80

60

20

0

50

10

30

90

70

30

48%

29282726252423222120190 1 18171615141312111098765432

Days Since First Use of App

User

s Re

tain

ed (%

)

Note: Churn based new users acquired from January–May 2013; Metric is calculated as the average of the top 1000 apps by Monthly Active Users tracked by Flurry

24%

After 30 days, ~50% of users are no longer

active

Page 8: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Loyalty Varies by Application Category

Page 9: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

IDENTIFY

ACQUIRE

MEASURE

Analytics Virtual Cycle Can Drive Marketing ROI

Page 10: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

IDENTIFY

ACQUIRE

MEASURE

Page 11: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Cohorts: Segment based on acquisition date

Usage Level: Define heavy, regular & infrequent users

Events: Segment based on actions users complete

Demographics & Geography: Age, gender, language and more

Acquisition Source: Segment by channel & campaign

Use Segments to Identify Your Audience

Segment Your Audience Your Way

Page 12: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Usage of The 25-34 Millennials- Males VS Females

Sports

, Hea

lth & Fitn

ess

Music,

Med

ia & Ente

rtainm

ent

Lifes

tyle &

Shopp

ing

Social

&Photo

Sharin

g

Utlities

& Produc

tivity

News &

Magaz

ines

Games

-100%

-50%

0%

50%

100%

150%

200%

250%

FEMALES

MALES

How Young Adults Index Against All Age Groups- Gender Cut

Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.

Page 13: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Example: Create Events for Purchase Funnel Steps

SEARCHROOMS

SELECTHOTEL

COMPARERATES

CHECKOUT1 2 3 4

Page 14: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Example: The Booking Purchase Funnel

SEARCHROOMS

SELECTHOTEL

COMPARERATES

CHECKOUT

Page 15: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

IDENTIFY

ACQUIRE & MONETIZE

MEASURE

Page 16: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Understand Who Your Most Valuable Users Are

Age & Gender• Male• Female• 13 – 17• 18 – 24• 25 – 34• 35 – 44• 45 – 54• 55+

Geo & Language• Country• State• City• Language

Device & OS• Tablet• Smartphone• iOS• Android

Flurry Personas• Parents• Business Traveler• Value Shopper• Fashionista• Custom• 20+ Additional

Segments

Page 17: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Once Characteristics of Valuable Users Known, Use Them

Page 18: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

IDENTIFY

ACQUIRE

MEASURE

Page 19: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Options for Paid Mobile Marketing

ENGAGEMENT

Display – Banners & Interstitials

Video

Rich Media

Branded AppPromotion

Brand Integration

INVESTMENT

ENGAGEMENT

Page 20: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Quality, cost and value indices

Range of Options for User Acquisition

Source: Flurry Analytics

Quality index

Cost index

Value index

Note: All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user

CPC CPI (Incentivized) Video

1.0

0.2

1.6

1.0

1.5

0.8

2.1X1.0X 0.1x

Page 21: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

Whatever the Unit, Track Performance

$$ Channel 1

Channel 2

Channel 3

??

1. Track User Source

2. Evaluate User Quality

Shared on FB

Made Purchase✔

3. Optimize Acquisition Budget

4. Analyze Long-Term Performance

Page 22: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

IDENTIFY

ACQUIRE

MEASURE• Events• Segments• Funnels

• Demographics• Personas• Geography

• User acquisition• Focus on value

Page 23: Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry

August 2013

Thank [email protected]@flurrymobile