MGE: Applying the Mobile Growth Stack
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Transcript of MGE: Applying the Mobile Growth Stack
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Applying the Mobile Growth Stack
Andy Carvell soundcloud.com/acarvell
@andy_carvell Mobile Growth Europe
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Designed and built for
Creators Tools to engage with their
Audiences For everyone
Everywhere
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MOBILE GROWTH STACK
Acquisition
Engagement&
Retention
Monetization
Analytics
Cross-Sell App Store Optimisation
Press / PR / Blogs / Social
Paid Channels(Ad Networks, SMS, Search, FB
+Twitter)
Partnerships(inc. carriers, OEMS & 3rd party stores)
VIRAL(invites, shares/integrations)
Onboarding Flow(tutorial,
welcome emails, NUX)
PUSH / Email / SMS / in-app
alerts
(mobile CRM)
Deep-LinkingRe-Activation
Campaigns
IAP, Paid Apps,Ad-Supported,Subscriptions,Virtual Goods
Relevant Payment Methods
- e.g. Carrier Billing, PayPal, Offer Walls,
Credit Card Processing
Conversion Optimisation
International
Virtual Currency
Dynamic Pricing
Install Attribution
In-App Events
CampaignMeasurement
Screen FlowsConversion
FunnelsUser Testing
User / DeviceDemographics
Cohort Analysis
Bug Tracking A/B Testing HeatMapsApp StoreAnalytics
SentimentTracking
KeywordPerformance
CPU/Battery/Network
PerformanceAnalysis
LTV Modeling
Check out http://bit.do/mobilegrowthstack for more info
Retargeting
Community
Mobile growth stack v2.1 @andy_carvell
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ANALYTICS
Analytics
Install Attribution
In-App Events
CampaignMeasurement
Screen FlowsConversion
FunnelsUser Testing
User / DeviceDemographics
Cohort Analysis
Bug Tracking A/B Testing HeatMapsApp StoreAnalytics
SentimentTracking
KeywordPerformance
CPU/Battery/Network
PerformanceAnalysis
LTV Modeling
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INSIGHT + ACTION
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ACQUISITION Acquisition Cross-Sell App Store
OptimisationPress / PR /
Blogs / Social
Paid Channels(Ad Networks, SMS, Search, FB
+Twitter)
Partnerships(inc. carriers, OEMS & 3rd party stores)
VIRAL(invites, shares/integrations)
International
Retargeting
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A/B TESTING OF APP STORE ASSETS
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..NOW SUPPORTED DIRECTLY IN GOOGLE PLAY
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CROSS-PROMOTION
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INTEGRATIONS TO DRIVE VIRALITY
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CARRIER + OEM PARTNERSHIPS
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ENGAGEMENT & RETENTION
Engagement&
Retention
Onboarding Flow(tutorial,
welcome emails, NUX)
PUSH / Email / SMS / in-app
alerts
(mobile CRM)
Deep-LinkingRe-Activation
Campaigns
International
Retargeting
Community
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ONBOARDING
Targeted drip-campaign, delivered as an in-app interstitial, to increase new user retention by driving ‘like’ action.
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Adaptive Onboarding Series
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TRANSACTIONAL NOTIFICATIONS
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Experimental Framework
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LifeCycle Comms
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MONETISATION
Monetization
IAP, Paid Apps,Ad-Supported,Subscriptions,Virtual Goods
Relevant Payment Methods
- e.g. Carrier Billing, PayPal, Offer Walls,
Credit Card Processing
Conversion Optimisation
International
Virtual Currency
Dynamic Pricing
Retargeting
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MONETISATION
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RETARGETING
Targeted visitors to the pro page who hadn’t upgraded their plan.
Drove additional subscriptions at ROI-positive prices.
Scaled channels that worked: Twitter and Google Display Network.
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Q & A