2. Background
Kdan Mobile
Two- year data analytics at Kdan Mobile
Global ad monetization and ad campaign operation
Data tracking, monitor and analysis of campaign event
Tools survey, introduction and model building
Previous work experience
Data analyst at technology industry
M.S. in Public Policy and Management, Carnegie Mellon University, U.S.A.
B.A. in Economics, National Taiwan University, Taiwan
3. “
”
Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half.
John Wanamaker (1838 ~ 1922)
5. Use Well of the Third-Party’s Tools
Google Analytics App Store App Annie Google Play
Branch FB Insight FB Audience FB Campaign
Hotjar UMENG AdMob/ AdSense AdWords
User Voice SEO (Outsourcing) Shareaholic Stripe
Parse MailChimp Sendy Typeform
6. Kdan’s Marketing Funnel Strategy
Impression
Reach
Engagement
App Install & Member
Registration
Revenue
Creative
Store
Retentio
n
Referr
al
Flow
Enhancement
Customer
Segment
Customer
Service
Channel
Management
Target Audience
Management
Apple App Analytics : Website Source
Google Analytics : Website Source
SEO, ASO, Google Trend : Keywords
Social Media : Social Media Analytics
Kdan Blog : Shareaholic, Hotjar
Mailchimp : e-Paper
Facebook : Audience & Campaign
Apptimize : A/B Testing
TypeForm : Survey
GA : Track & Analytic
Hotjar: Heatmap, Recording, Funnel
User Voice : User forum
e-mail : Customer Service
App Annie : Product Review
Social Media : Feedback
Parse : Push
Admob : House Ad, In-App Ad
GA : Track & Analytic
TARGET
AUDIENCE
KDAN
USER/MEMBER
Kdan Global Marketing and Strategy Team
Marketing Event Lifecycle Funnel Strategy Tools Usage
12. 付費廣告投播規畫
Paid Campaign
Type
Social Media
Blog Promotion
(5 posts in total)
Post /Tweet
Promotion
Website
Promotion
Landing Page
View
Landing Page
Sign Up
Video
Promotion
Video to landing
page view
Video to landing
page Sign Up
Apps
Downloads
iOS: Cloud App
Series
Android
AdWords
App Turbo
Facebook
Twitter AdWords
Facebook
Twitter
Facebook Facebook
13. 付費廣告投播規畫:主打TA
App User LookalikeUser’s friend
Regular
Contact
Brand New
Paid Campaign
Type
Social Media
已經對公司產品
有印象, 但還不
是會員或使用者
非會員的既有使
用者
既有使用者的朋
友
Website
Promotion
陌生客戶推廣
接洽名單
既有用戶的相似
族群
Video Promotion
公司形象推廣
既有使用者的朋
友
既有用戶的相似
族群
Apps Downloads
較適合陌生市場
開發
考量後續付費回
收,以投播 iOS
為主
活動下載量不如
預期時, 再來補
量
App User
Lookalike
User’s
friend
Regular
Contact
Brand
New
Lookalike
User’s
friend
Brand
New
18. 活動後的檢視: 簡單回歸模型
Some of the findings:
• The most effective is Push Sent during the first day.
• Push’s finding: according to the model Pushes has effect only for 2 consecutive days
(PushSent1 and PushSent2) after that they are not effective anymore.
• In general, we can assume from analysis that higher effect has campaigns that were
targeting existing users, such as Push Sent1, ePaper Sent, Push Sent2, Blog Post.