Maximize your users
Agenda
‣ Ecosystem needs
‣ InMobi LTVP
‣ Actions at Work
‣ Getting started
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700K iOS & Android apps 60% app developers don’t profit 30% apps used only once
It’s a tough world out there.. Only user focused app businesses will win!
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How do I Maximize each user’s value? SOLUTION:
Understand ALL of your users and act upon each one differently
Monetize through in-app purchase AND
ads?
Maximize
engagement levels for all
users
Acquire users effectively
Retention Acquisition
Monetization
USERS
Keep it simple: Focus on value maximization during ‘ARM’ cycle
In order to focus on monetization, it is important to look beyond monetization..
Basics
‣ App value = Number of users * LTV of each user
LTV of each user
‣ Lifetime value ‣ LTV = value * engagement
Value levers
‣ Monetization ‣ Virality ‣ Loyalty ‣ UGC & Community ‣ Feedback ‣ Marketplace (Downloads, Ratings & Comments)
Increase engagement & monetization
InMobi Lifetime Value Platform (LTVP)
LTV Maximization — How It Works
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‣ Virtual good sales
‣ Ads
‣ Rewards
‣ Cross promote
‣ And more +
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
User events such as purchases or level completion
Segment users by app usage and user attributes
Monetization and engagement by segment
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Tracking based on user events within the app
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‣ Revenue trend, virtual goods
‣ Engagement time spent, app launches
‣ User Profiles country, carrier
‣ Capture insights unique to your app with custom events
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
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Flexible segmentation to define target user groups
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‣ Purchase History
‣ Engagement
‣ Advancement
‣ Country
‣ Custom Events
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
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Maximize LTV with targeted actions
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‣ Increase monetization of paid users with virtual goods sales
‣ Increase monetization of non-paying users with ads
‣ Increase retention by rewarding highly engaged users
‣ Cross promote to exhausted users
1. INSIGHTS 2. SEGMENTS 3. ACTIONS
Responsive Targeting
Actions at Work
Identify pattern: Hardcore users would pay a lot for certain features Segment using rule engine: IF (user time spent == high) & (app section == ‘tough’) Timely unlocks Target segment: Hardcore users
Display offers at right time
Identify pattern: High paying users in developed economies tend to purchase a lot during holidays Segment using rule engine: IF (user purchase history == high) & (date == 31st Oct) & (country == USA || UK) Holiday promotion Target segment: High paying US and UK users
Add cyclic bursts to your sales
Identify pattern: New users are likely to be delighted to see a tailored message Segment using rule engine: IF (App launches < 5) & (country == China) Localized ‘welcome’ Target segment: New Chinese users
Increase retention beyond day 1
Identify pattern: User engagement can be improved with a social taunt Segment using rule engine: IF (user time spent in last month < 50% of average time spent) Social ‘taunt’ Target segment: Waning users
Increase engagement by 30%
Identify pattern: Highly engaged users from USA are most likely to give you viral uplift Segment using rule engine: IF (time spent > 300 hours) & (country == USA) Incentivize virality Segment: Social influencers
Reduce your CPA by as much as 50%
Identify pattern: Advanced users in your top app don’t have other apps in your portfolio Segment using rule engine: IF (levels crossed > 25) & (! Using omegajump)
Smart cross promote Segment: ‘ripe’ users
Increase ROI by acquiring known users
Getting started..
3. Actions ‣ INTEGRATE ACTIONS API to ask for actions at
specific places in app
‣ LAUNCH DYNAMIC ACTIONS on targeted segments 19
Get started in 3 simple steps…
Launch in less than 15 minutes
1. Insights ‣ INTEGRATE EVENTS API to send data —
app open, purchase etc
‣ VIEW INSIGHTS charts to analyze in-app behavior
2. Segments ‣ USE SEGMENT BUILDER to create groups of users
‣ VIEW SEGMENT REPORTS to understand segment trends
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Sign-up below & ask for invite code:
http://www.inmobi.com/ltvp
Use Unity Asset Store to download plugin and get started!
