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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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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.

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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

high growth regions.

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Playing rank cycles to your advantageAt the same time, the user acquisition team was able

to correlate rank curves with the downloads required

to reach a specific position. They tracked rank cycles

by weekday and by season, and noticed that an app

required more downloads to reach a particular rank

on Tuesdays and Saturdays. With this knowledge,

the team began advertising more on the days where

the download threshold was lower. This informed

everything from what day they launched new apps to

what percent of their ad budget they should spend

each week.

Increasing FB effectiveness through related appsThe developer then needed to ensure they were

acquiring users in the most cost effective way. A

huge chunk of the UA team’s ad spend was invested

in Facebook campaigns targeting the users of other

music apps. However, there was only so much

available inventory on these apps, meaning their

campaigns had pretty low ceilings. Using App Annie’s

Related Apps feature, they could identify other non-

music apps that had significant audience overlap

with their own app. This allowed them to scale their

advertising efforts and keep their high conversion rate.

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Recommending new inventory to blind ad networksTo increase the speed at which they found profitable

advertising inventory, the marketing team worked

with a blind network. Unfortunately, they had

exhausted their core audience, and the network’s

app targeting suggestions were starting to yield

disappointing results.

With Related Apps, the team was able to find apps

with a similar demographic profile to their core

audience base, eliminating the expensive cost of the

network’s trial and error methodology.

Enhancing organic downloads through app keywordsAt the same time, the team looked to further boost

their organic downloads. With App Annie they could

track the top keywords for their and their competitors’

apps, identify high opportunity terms, and conduct

a test by adding these keywords to their app title

and description. The team was also careful to only

include the most relevant keywords for each country

as part of their localization strategy.

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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

updates were well-received by customers.

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App Annie IntelligenceEvery use case was made possible with

Use Case Brochures Available Include:

Competitive Intelligence

Product Portfolio Planning

International Strategy

Partnerships, Licensing & Publishing

Mergers & Acquisitions

Sales & Lead Generation

App Marketing & Ad Buying

Investing

Relied upon by the world’s top app publishers, investors and entrepreneurs.

Find out more: www.appannie.com/enterprise-market-data

intelligence

StoreDownload and

revenue estimates

AudienceApp demographics

and cross-app usage

UsageTrack app reach and

engagement