APP PUBLISHER A intelligence Includes: Find The Most Valuable Users Internationally Engineering Greater Download Volume Playing Rank Cycles To Your Advantage Increasing FB Ads Effectiveness Through Related Apps Using data to make app marketing a growth driver, not a cost center Recommending New Inventory To Blind Ad Networks Enhancing Organic Downloads Through App Keywords Conducting Customer Research On Your User Base
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Using data to make app marketing a growth driver, not a cost center · 2015-08-20 · With the increasing demand for mobile app installs, the marketing team was starting to feel the
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APP PUBLISHER
A
intelligence
Includes:
Find The Most Valuable Users Internationally
Engineering Greater Download Volume
Playing Rank Cycles To Your Advantage
Increasing FB Ads Effectiveness Through Related Apps
Using data to make app marketing a growth driver, not a cost center
Recommending New Inventory To Blind Ad Networks
Enhancing Organic Downloads Through App Keywords
Conducting Customer Research On Your User Base
2
How to scale your app marketing without throwing profitability out the window
The customer: Marketing team at music apps developerA US-based music app developer had seen major domestic success with its music streaming app. As a result, the marketing team was tasked to expand their reach into new territories in the Asia-Pacific, Latin America and Europe, as well as to improve their acquisition costs and user quality in the US.
Challenges: Acquiring quality users below LTVWith the increasing demand for mobile app installs, the marketing team was starting to feel the pinch. They struggled to compete for ad buys with high-ARPU game publishers, and the few international ad buy tests they had done were inconclusive, if not disappointing. Beyond their core user base, they struggled to find quality users at a reasonable price.
Finding quality, targeting and stickiness through dataApp Annie Intelligence allowed the marketing team to look at the bigger picture with the benefit of data. Everything from targeting and user quality to ad effectiveness and inventory recommendation could now be analyzed by region, at the app and user level.
Engineering greater download volume Getting to the top of the charts in a specific country enhances an app’s visibility to customers, and therefore can
increase the number of organic downloads it receives. With App Annie, they could immediately see the number of
downloads required to reach the top ranks, for every country and category. As a result, the marketing team could
set specific paid user acquisition goals and anticipate that more organic downloads would follow.
Finding the most valuable users internationallyThe first thing the marketing team did was find out where the app’s most engaged, valuable and monetizable users
were. They used App Annie to analyze international trends by downloads, active users and revenues across many
other music apps. This allowed them to prioritize their international go-to-market strategy and find high value or
Data can make app marketing scalable and profitableApp marketing is a new arena for many marketers. App Annie’s data made the daunting task of scaling the
company’s international user base both profitable and realizable, allowing them to:
1. Target the most valuable users across the app globe
2. Reach target ranking spots with precision accuracy
3. Know what day to launch an app or increase ad spend
4. Improve advertising effectiveness by defining app and demographic lookalikes
5. Optimize organic acquisition channels such as search
6. Get a deeper understanding of their user base’s response to new features and price updates
Conducting customer research on your user baseTo gather more qualitative insight on their user base, the marketing team leveraged App Annie’s Reviews and
Ratings API. This allowed them to track user sentiment of their apps and gauge whether new features or price