Reaching Positive ROI for Mobile User Acquisition, Across the Various Channels - Ron Brightman,...
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Transcript of Reaching Positive ROI for Mobile User Acquisition, Across the Various Channels - Ron Brightman,...
Reaching Positive ROI on Mobile User Acquisition Across Various Channels
Why acquire users?
Volume• App valuation• Analysis• Cross marketing• Store ranking
Profit• App valuation• Positive Cycle• Take Home
DEFINITION & MEASUREMENT
LTV (Life Time Value)The average Value generated by your users over their lifetime
CPI (Cost Per Install) The average direct cost to acquire new users for your app
ROI = LTV / CPI
Positive ROI LTV > CPI
White-Listing
Black-Listing
Campaign Optimization
Strategy
The Marketing Spectrum
CPM CPC CPI CPA
Publisher’s Risk Level
Advertiser’s Risk Level
Choosing the Right Traffic Source
PROS & CONS
Search Network
Display Network
Google Search
Play Store
Brand
Non Brand
Google Search
Play Store
Google Adwords
Facebook & Instagram
Ad Networks
RTB / DSP