[age of ua] 모바일 측정 데이터 이해를 통한 마케팅 고수 되기 - tune 김민성...

모바일 측정 데이터 이해를 통한 마케팅 고수되기

Alvin Kim [김민성] TUNE Inc.


About me

Sales Executive, Mobile Gaming [APAC]


“Hello” from TUNE


Mobile Game… “Mobile games have been around longer than mobile phones.”


7 lessons from gaming apps

1.   THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY



1.  THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY 2.   EDUCATE THE USER ON IN-‐APP PURCHASES



1.  THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY 2.  EDUCATE THE USER ON IN-‐APP PURCHASES 3.   COMMITMENT TO CONTINUOUS UPDATES



1.  THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY 2.  EDUCATE THE USER ON IN-‐APP PURCHASES 3.  COMMITMENT TO CONTINUOUS UPDATES 4.   SOCIAL ENGAGEMENT KUDOS


Before we start


1.  THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY 2.  EDUCATE THE USER ON IN-‐APP PURCHASES 3.  COMMITMENT TO CONTINUOUS UPDATES 4.  SOCIAL ENGAGEMENT KUDOS 5.   RATING YOUR APP – TIMING IS CRITICAL •  Never ask for a review immediately aSer launching the app. •  Find the perfect moment to prompt the user (aSer a ‘feel good’ moment is the best). •  Only ask once, if they said no, don’t ask again! •  Don’t be annoying (again, [ming is crucial).



1.  THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY 2.  EDUCATE THE USER ON IN-‐APP PURCHASES 3.  COMMITMENT TO CONTINUOUS UPDATES 4.  SOCIAL ENGAGEMENT KUDOS 5.  RATING YOUR APP – TIMING IS CRITICAL 6.   DIG INTO KEY ANALYTICS



3 Major Types of Mobile AnalyScs

•  Adver[sing / Marke[ng Analy[cs


AdverSsing / MarkeSng AnalyScs

• Installs / Opens / Clicks • Purchases / Registra[ons / Content viewed / Level achieved • Shares / Invites / Custom events MarkeSng AnalyScs의 장점 -‐  광고 네트워크 및 퍼블리셔의 효율성 측정 -‐  유입된 유저의 출처 -‐  광고 캠페인 최적화를 통한 ROI 극대화 -‐  유저의 LTV 측정 및 분석




•  IN-‐APP ANALYTICS ⇒ 사용자들이�� 게임�� 내에서�� 무엇을�� 하는가?�� ⇒ 유저들의�� Stickiness�� 및�� 앱�� 내�� Path�� 를�� 파악��


IN-‐APP AnalyScs Device Profile: -‐ Type of device -‐  Manufacturer -‐  Opera[ng system (iOS, Android, Windows, etc.) User Demographics: -‐ Loca[on -‐  Gender -‐  New or returning user -‐  Approximate age -‐  Language In-‐App Behavior: -‐ Event Tracking (i.e. bucons clicked, ads clicked, purchases made, levels completed, ar[cles read, screens viewed, etc.)




•  IN-‐APP ANALYTICS

•  Performance Analy[cs


Performance AnalyScs • API latency • Carrier/network latency • Data transac[ons • Crashes • Excep[ons • Errors Performance AnalyScs의 장점 -‐  앱의 up[me and responsiveness를 관리할 수 있다. -‐  발생하는 이슈들의 최우선 순위를 결정할 수 있도록 도와준다. -‐  문제점을 복구할 수 있는 절대적인 시간을 줄여준다.


In app analyScs & data management soluSon


Before we start

1.  THE FIRST SESSION = KEY ENGAGEMENT OPPORTUNITY 2.  EDUCATE THE USER ON IN-‐APP PURCHASES 3.  COMMITMENT TO CONTINUOUS UPDATES 4.  SOCIAL ENGAGEMENT KUDOS 5.  RATING YOUR APP – TIMING IS CRITICAL 6.  DIG INTO KEY ANALYTICS 7.   UTILIZE THE RIGHT AD TECHNIQUES •  Banners •  Offerwalls •  Cross Promo[on •  Iters[[als •  Video


Before we start : Conclusion

Mobile Game vs E-‐Commerce

NOW and FUTURE


Ranking? Top Chart? BursSng Campaign? Forget building a quality app; this is the way to score a hit in the App Store. Photo: Weibo

MarkeSng AnalyScs


MarkeSng Channel Analysis 각각의�� 마케팅�� 채널에서�� 유입되는�� 클릭, 인스톨, 그리고�� 인앱 (In-‐App) 활동�� 측정을�� 가능하게�� 함 실시간�� 수치�� 파악을�� 통한�� 의사결정이�� 가능해짐


Funnel Analysis 유저들의�� 재방문률 (Open-‐RetenSon), 구매력 (LTV) 파악의�� 중요성! => ROI 분석


AjribuSon Window

l  AjribuSon Method 별로 클릭이 유효한 기간을 설정 l  파트너별로 설정 가능 l  기본세팅 -‐ Google Referrer 30일 -‐ IdenSfier 30일 -‐ Fingerprint 24시간


MulS-‐touch AjribuSon

l  인스톨은 최종클릭을 일으킨 매체로 인정 (AD PARTNER 3) ! Ajributed Install l  기존 클릭은 보조인스톨로 인정 (AD PARTNER 1, 2) ! Assisted Install l  추가클릭을 통해 구매를 일으킨 매체 (AD PARTNER 4) ! Ajributed Re-‐engagement


Re-‐engagement AjribuSon

•  24 percent of apps are used precisely one Sme. •  26 percent of users are acSve 24-‐48 hours from the first session (a number which decreases to 13 percent seven days amer the first session) •  Only 40% of apps are used more than 11 Smes

MulS-‐touch AjribuSon 기능을�� 통한�� 리인게이지�� 마케팅�� 진행


Postback

l  MAT에서 측정되는 수치들을 실시간으로 파트너, 내부 BI, Down-‐funnel AnalyScs로 보낼 수 있는 기능 (인스톨, 오픈, 업데이트, 구매 등) l  SDK를 심지 않은 파트너에게 인스톨 정보를 보내 최적화 (OpSmizaSon) 작업 및 Re-‐TargeSng 가능하도록 함


In app Event (PromoSon) via Deep-‐linking


What is View-‐through AjribuSon? 1.   ImplemenSng effecSve campaign method 2.   Gaining a holisSc understanding of the resulSng performance ⇒  by leveraging view-‐through (Impression) ajribuSon? What is view-‐through acribu[on? Whereas click-‐through acribu[on matches a conversion to a user’s click on an ad (as seen in User Path 1 below), view-‐through acribu[on matches a conversion to a user viewing an ad (as seen in User Path 2 below).


Paid (광고) Install & Organic Install의�� 상관관계

Understanding the Rela[onship Between Paid and Organic Installs Did you know that for every paid download an app receives, on average it can expect to see an addiSonal 1.5 organic installs? In the app world, there exists a strong rela[onship between paid and organic installs that app marketers need to know about. To help shed some light on this rela[onship, we conducted an in-‐depth study to answer the following ques[ons: •  Do paid installs really increase your organic installs? If so, why? •  For every paid install, how many organic installs can an app expect to see? •  How does that number change across opera[ng systems and for different categories?


게임유저의�� LTV를�� 향상시키는�� 방법��

A. MoneSzaSon •  Average Revenue per User (ARPU) •  Average Revenue per Daily Ac[ve User (ARPDAU) •  Average Revenue per Paying User (ARPPU)

B.   RetenSon / Engagement •  Daily •  Weekly •  Monthly

C.   Virality •  친구추천 •  SNS 공유

1.   IdenSfying Relevant Post-‐Install Events


게임유저의�� LTV를�� 향상시키는�� 방법��

2.   OpSmizing Events – Category Examples


LTV 측정�� 방법��


LTV�� 측정�� 방법��


SegmentaSon 4 [AcquisiSon by Holidays & Month]

App Store OpSmizaSon [ASO]


App Store OpSmizaSon (ASO) 상당수의�� 앱�� 다운로드가 “앱스토어�� 내�� 검색” 을�� 통해서�� 이루어�� 지고�� 있음

•  최근�� 설치한�� 앱의�� 다운로드의�� 경로에�� 대한�� 설문조사를�� 진행하였고�� Android 유저의�� 53% 가, iOS 유저의�� 47%가�� 앱스토어�� 검색을�� 통해�� 앱을�� 다운로드�� 받았다고�� 답하였다. •  GooglePlay 스토어�� 방문자의 50%가�� 매주�� 앱스토어내�� 검색�� 기능을�� 활용하고�� 있으며, 매달�� 6,000,000 개의�� 키워드/문구�� 가�� 검색되고�� 있다. •  이렇게�� 검색되는�� 키워드�� 최적화를�� 통해�� 20% 의 Organic Install 증가가�� 가능하다.


App Store OpSmizaSon (ASO)


Data Privacy 유저레벨�� 정보들에�� 대한�� 규제�� 및�� 제한이�� 점점�� 강해지고�� 있음. 광고주와�� 광고매체들�� 사이에서�� 정보가�� 넘어가는�� 단계에서�� 이슈가�� 발생하지�� 않도록�� 점검

“We’re unbiased” “We don’t really have a stake on either side, and both sides trust us because we’re providing that informa=on to them.” “We disclaim ownership of any data, the data is the clients’. We aren’t going to take it and mone=ze it…” – Saira Nayak, Chief Privacy Officer of TUNE

•  81% 의�� 유저들이 “개인정보” 수집에�� 대한�� 우려를�� 표함. •  반면, 앱에서�� 관심사�� 정보를�� 설정하여�� 나의�� 관심사에�� 타게팅�� 된�� 광고를�� 보겠다고�� 답변한�� 유저들이 39%.�� 광고보기�� 기능을�� 아예�� 없애기�� 보다는�� 관심사를�� 공유�� 하겠다고�� 답변한�� 유저들이 90%.


QUESTIONS? Alvin Kim -‐ 김민성 ([email protected])

Thank you!