App Marketing at International Scale

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App Marketing at International ScaleWhat we are learning at Delivery HeroFilippo Gallignani – VP Performance Marketing


The history of Delivery Hero


We aim to create amazing take-away experiences


Learning 1

“A global and consistently applied tracking and measurement is essential”


When diversity is not good

1 year ago

● MMPs● Definition of conversion● Event tracked● Single channel attribution

model

Today

● Apps using the same MMP ● Central tracking concept →

conversion funnel● Standardised acquisition and order

definition● Global automated reporting ● Internal benchmarking● Multi-channel attribution model


“Create strong relationships with your publishers - share knowledge and data.”

Learning 2


Test many - build deep relationships with fewer

Testing 30 publishers

Removed all Incent and Boost campaigns. Focus on 15 partners

Improved sub publisher structure on a 7 + 30 days cohort.

Further reduced partners pool to 8 + different campaign types.

Ramadan

Creative a/b testing

New formats (video)

User segmentation


Learning 3

“Test the hell out of your ASO”


Ongoing tests on store listing

Houston we have a problem

● app description ● keywords● screenshots● promo video + poster frame● released new app version● we changed category: Lifestyle >

Food and Drink

May

October


“Think customer first - deliver the experience that best fit their minds”

Learning 4


User based tracking and cross device effect

PlacementCVR

(conversion on same device)

COOKIE BASED

CVR(cross-device conversion)USER BASED

Mobile 0.18% 8.11%Desktop 2.10% 3.36%Tablet 0.66% 1.64%

Campaign Type

Same Device Cross-Device

Conversions

Conversions CPA

Mobile App Installs 148 151 -2%

Mobile Web 20 450 -90%

Based on cookie-based attribution, Desktop CVR is 11x higher than mobile

→ prospecting on mobile should be switched off

Based on user-based cross-device attribution, Mobile CVR is 45x higher

→ stopping mobile prospecting would be a big mistake!


Worked on multipliers and campaign settings

Changed targeting sequence

Combining campaign types to increase performance

APP only APP + mWeb

-30%

+80%

Filippo Gallignani

[email protected] could you pls rework this slide:- removing values from the CPA line- removing values from the acquisition range- shortening the timeframeDanke!


“Test how effectively your customer segments respond to advertising”

Learning 5


● App re-engagement on Android and iOS

● Focus on Active customers ● Exclude test users from all other

campaigns● Compared the mean and standard

deviation of both group

Invest your budget wisely

No statistically significant difference


Learning 6

“Personalized campaigns delivers greater CVR and engagement”


@Fırat koç : Are you

asking me out?

Get Creative With Engagement Efforts

Personalization is key - customize based on

● user’s last ordered location ● weather API● real time activities● recurring events

+31% in CVR

@Merveser:Only my

boyfriend and you understand

me

@Melek Ünal

Don’t tempt me, I am on

a diet.


To summarize

1. A global and consistently applied tracking and measurement is

essential

2. Create strong relationships with your publishers - share knowledge

and data.

3. Test the hell out of your ASO

4. Think customer first - deliver the experience that best fit their

minds

5. Test how effectively your customer segments respond to

advertising

6. Consistent customer engagement through personalized campaigns

delivers great retention rates

App Marketing at International Scale

Marketing

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