Data or it Didn't Happen: Mobile Advertising Essentials

Data or it didn’t happen:

Mobile App Measurement Essentials

Seattle Interactive Conference 2014 #MakeTools

Jennifer Wong, Director of Marketing, TUNE

Hi

Jennifer WongDirector of Marketing | TUNE @Jenerationy

In the next 45 minutes ...

● Why mobile apps?● How to measure mobile● The mobile data you need to measure● How to make the mobile data

actionable

The state of mobile

80% of smartphone usage is "in-app"

Media consumption: Mobile apps vs internet and TV

Mobile has become addictive

Mobile is 45% of digital advertising spend

Predicted at $14.97 Billion in 2014

Who are the big spenders today?

The up and comers.

Why isn’t every marketer investing in mobile?

Every marketer today is a data-driven marketer.

But not all marketers know how measure mobile.

The world of mobile app measurement

How do you measure mobile?

Mobile app marketing process

It’s not like measuring desktop ads

Mobile App Attribution







What is an SDK?

A software development kit (SDK or "devkit") is typically a set of software development tools that allows for the creation of applications for a certain software package, software framework, hardware platform, computer system, video game console, operating system, or similar development platform.

What is an SDK?

Lets try that again in English:

Lines of code that are installed in the application to allow one the ability to use an outside service inside an application.

Why do you need proper attribution?

Concurrent tracking methods – one user could be attributed to different channels, depending on who you ask and when!

• Multiple networks take credit for the same install

• Advertising partners use different click-to-install look back periods

Prevent duplicate attributions

One Advertising Source

Inmobi App Store App

Click of Ad Download

Publisher 1 SDK notifies them of the install

EXAMPLE 1


Inmobi

App

Click of Ad


3 days ago

App Store

Download

Fyber Click of Ad1 day ago

Multiple Advertising SourcesEXAMPLE 2

If we did not attribute the install to the publisher of the ad that was clicked last, then:• The advertiser would be paying 2x plus for a single install of just once (if charging advertiser on CPI).• If the publisher is charging CPC or CPM, they still generally use install attribution for optimization; so their

optimization would be based off inaccurate information.

Inmobi

App

Click of Ad

Attribution technology notifies Publisher 2 of the install

3 days ago

App Store

Download

Fyber Click of Ad1 day ago

Attribution technology attributes

install

Unbiased Attribution

Publishers know top of line metrics only, not ROI

• Many publishers support a real-time feedback loop to optimize campaigns based on app installs

• Ad networks and publishers use different look back periods

Prevent Inaccurate Metrics

What you need to measure

Measurement depends on your marketing campaign and goal

Multi-touch

Re-engagement

Cross-device

Measurement for multi-touch

Multi-touch Measurement

Dive deep into the relationships between your multiple advertising partners and their interactions with your audience.

Insight into multi-touch attribution empowers you to:

And let’s not forget, prevent you from paying for duplicate conversions!

Make better marketing decisions based on a more complete picture of an advertising partner’s full impact.

1. Attributed Installs

2. Install Assists

Install Contributions

498

Install Assists 47

You wereLast-click

Attributed Installs

451

Your Click

65760

You were not

Last-click

Install Contributions

Install Assists

AttributedInstalls

47

Clicks Unique

ContributionsRate

Assist Rate

Clicks

0.09% 498 0.92%0.83%5423365752iPhone

Mobile App

INSTALL SCENARIO 1

● Publisher 1 had a click 6 days ago.

● The install occurred today.

Publisher Install Contributions Install Assists Attributed InstallsPublisher1Publisher 1 1

INSTALL SCENARIO 2




Publisher Install Contributions Install Assists Attributed InstallsPublisher11Publisher 11Publisher 2 1



● Publisher 3 had a click 1 day ago.


INSTALL SCENARIO 3

Publisher Install Contributions Install Assists Attributed InstallsPublisher11Publisher 111Publisher 211Publisher 3

3. Total install contributions

Publisher Install Contributions Install Assists Attributed Installs

11010100Ad Partner 1



860460400Total

A more holistic metric on a channel’s impact

4. Install interactions

Install assist quantity – Is more better?

1. Manage

2. Applifier

3. Vungle

4. Ampush

5. RevMob

6. PlayHaven

7. Millennial

8. InMobi

9. Airpush

Install Assists Rank Advertising Partner

The importance of analyzing install interactions

● Uniqueness of advertising partner’s traffic sources

● Whether an advertising partner is missing out on credit for installs due to last-click attribution

● Focus of advertising partners’ campaigns on awareness vs. direct response

● Full impact of advertising partners’ campaigns

Analyzing Install Assists can provide insight on:

Relationship Between the install and the assist

Install Assists

Attributed

Installs

OVERLAP

UNIQUE

Evaluate different campaign goals: Awareness vs. Direct Response

100 Attributed Installs / 10 Install Assists = 1000%

An advertising partner great at direct response would have a ratio like this:

An advertising partner great at awareness would have a ratio like this:

100 Attributed Installs / 400 Install Assists = 25%

5. Attribution window

6. Non-window attribution

Outside the attribution windowInside the attribution window

Publisher’s Attribution Window

DAY 0 DAY 14 DAY 30

Attribution window

Non-windowed install contributionsNon-windowed Install Contributions are either:

The last click before the install but outside of the

attribution window

An Install Assist outside of the

attribution windowOR

Non-WindowedInstall Contributions Install Assists

AttributedInstalls

Publisher’s Attribution Window

DAY 0 DAY 14 DAY 30

DRAWBRIDGE TWITTER

Non-WindowedInstall Contributions

AttributedInstalls

30 DayInstall Contributions

100 150

60 5

160 155

● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.

● The install occurred today with no other click.

NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 1


Install Assists AttributedInstallsPublisher

1Publisher 1

Installs

● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.

● Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days.

● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well.


NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 2


Install Assists AttributedInstallsPublisher

1

1Publisher 1

Installs

1Publisher 2Publisher 3 1

Clicks 2000 2000

Attributed Installs 300 500

Cost 500 500

Install Rate 15% 25%

CPI $1.67 $1.00

AD PARTNER 1 AD PARTNER 2

Normalizing measurement of app installs

AD PARTNER 1 AD PARTNER 2Clicks 2000 2000

Attributed Installs 300 500

Install Assists 10 10

Non-windowed Install Contributions 300 2

Total Contributions 610 512

Cost 500 500

Install Rate 15% 25%

CPI $0.82 $0.98

Survey: Advertising partner attribution lengths

50%

39%

17%

5%

28%

1 day 7 day 14 day 30 day

Debate Between Attribution Lengths

The user downloaded the app but waited several days (e.g. 20 days) to open the app.

Since third-party analytic providers can only track installs on first app open (not on

download), the install would be tracked on the 20th day after the actual download.

The user had some other influence to download and install the app. For example, an

advertising partner shows an ad to a user and gets them to click (in some cases

mistakenly). 20 days later, a friend of the user who uses the mobile app encourages them

to download and install the mobile app. When the user installs the app we have no way of

knowing about the friend’s persuasion and we would only have record of the last click and

the install would be attributed accordingly.

Measurement for Re-engagement

Re-engaging customers

Every time a user opens the app -

attribution must happen again!

Attributing in-app events

back to source

What events do you need to measure?

• Open• Registration• Subscription• Login• Purchase• Add to cart• Add to wishlist• Add payment method• Level achieved• Reservation

+ Macros around those events● Login: user id, user email, username, gender, age● Add to cart: items added to cart, product SKU, unit price,

quantity, revenue, currency code● Reservation: time of check in, time of check out, count of

guests, potential revenue, currency code, reservation order ID● Spent credits: number of spent credits● Achievement unlocked: name or ID of achievement● Search: currency code of revenue, search term or keywords,

quantity, top search results● Share: content name or ID

Flow of sharing attribution

Flow of sharing attribution

Measurement for Cross-device

Attribution methods for cross-device

user email - The email of the user defined by the advertiser.user id - The ID of the user defined by the advertiser.username - The username of the user defined by the advertiser.social ID - social one-click login

Cross-device attribution for user acquisition campaigns

Cross device attribution for re-engagement

What else is there to measure?

What else is there to measure?

App store

ASO - App Store Optimization

● Search rankings

● Keyword volume and difficulty

● App ranking

● Ranking against competitors

● Download volume

● Download velocity

Making the data actionable

App store analytics report

How are users finding your app within the app stores?

Funnel report

What are the important flows and goals in your app that you want users to follow and complete?

Are there data patterns with groups of users?

Cohort report

What is the length of engagement of your users over time?

Retention report

How frequently are users coming back to your app?

Loyalty report

What value are users contributing to your bottom line?

Lifetime value report

What to look for in mobile measurement technology?

You own the data.

Reconciliation for duplicate

installs

Attributes to the last

click

Supports all advertising

partners

Provides insight into multi-touch

Allows you to easily add new

advertising channels

Event tracking (for

re-engagement)

Real-time and deep data reporting.

Let’s talk about DATA.

Data is more important on mobileAll customer/user level data belongs to you, the advertiser. The data you collect with an unbiased platform falls inline with your own privacy policy. You decide who you share information with and how.

Thank YouJennifer Wong | TUNE | @Jenerationy