With over a million apps in the app store - competition amongst mobile publishers are at an all time high. Data-driven mobile marketing is what will separate your marketing efforts from the pact. This presentation will go over tips and tricks to growth hacking success.

1. LET’S GET GROWING
MOBILE USER ACQUISITION
ALKARIM NASSER (@ALKARIM)
CO-FOUNDER & HEAD OF PRODUCT @ GALLOP LABS

2. The app marketplace is
increasingly crowded and more
competitive than ever before.
?
GALLOP LABS

3. Startups focus heavily on product but another real challenge
is with distribution.
- Dave McClure

5. De-mystifying the
“if you build it they will come”
mindset.
GALLOP LABS

6. I’LL TAKE BUZZWORD FOR 500
WHAT EXACTLY IS GROWTH HACKING?
Lean Marketing
Growth Marketing
Agile Marketing
GALLOP LABS

7. TRADITIONAL PARADIGMS
Hindsight
Focus on the Masses
Spray & Pray
GALLOP LABS

9. NEW PARADIGMS
Near Realtime
Focus on users
Date-Driven
Scalable
Automate
GALLOP LABS

10. WHAT IT ISN’T?

11. GROWTH AT EVERY STAGE
Acquisition Engagement Retention Revenue Referral
Efficiently
acquire the most
productive users.
Continually
engage and
delight users.
Re-engage
lapsed &
infrequent users.
Maximize
revenue by
understanding
and effectively
connecting with
users.
Build the right
triggers to
encourage
sharing and
organic growth

12. HOW IS YOUR APP GOING TO WIN?
The role of a UA
expert
UA is a different kind
of product manager
Building with the
App Store
Partnerships
+
Integrations
Tapping into Organic
Growth
The role of Paid
Media
Managing the
Economics of UA
The Evolving UA
Strategy
OUR PLAN FOR TODAY

13. !
Becoming a UA Jedi
GALLOP LABS

14. GALLOP LABS
RULE #1
Don’t operate in a silo.

15. THE CHINESE WALL
Engineering
!
Product
Marketing

16. THE CHINESE WALL
Engineering
!
Product
ANALYTICS
Marketing

17. 3rd Party
Data and Tools
THE CHINESE WALL
Engineering
!
Product
ANALYTICS
Marketing

18. DEVELOPER + MARKETER
DEVELOPER GROWTH
HACKER MARKETER

19. DEVELOPER + MARKETER + DATA
DEVELOPER
GROWTH
HACKER
MARKETER
DATA ANALYST

21. “Growth hacking is a recognition that when you focus on
understanding your users and how they discover and adopt your
products you can build features that help you acquire and retain
more users, rather than just spending marketing dollars”
!
- Josh Elman, Greylock Partners

22. In other words…
data! data! data!

23. Returning
UNDERSTAND THE CUSTOMER JOURNEY
Paid Direct Search Viral
Card Creation
Shipping Information
Returning
Landing Page
To Me
Payment
Delivery
Reminder Email
One Time Trial Unsocial Buyer
Bounced
Not Interested
Abandoned
Unsatisfied
Open Rate
Call to Action
Sharing
Facebook Sign-in
To Friend
Payment
Delivery

24. Returning
TIGHTEN LEAKY FAUCETS
Cards Created: Users - 6,347 (22,650 total)
Shipping Select - 3,390
Returning
3,916
Landing Page - 23,460 totals
Me 1,856
1,083
Reminder Email
One Time Trial Unsocial Buyer
14,733 (63%)
2,204 (26%)
3,133
1,412
Open Rate
Call to Action
1,978
Viral
314
Search
131
Paid
13,906
Facebook Sign-in - 6,523 (Unique)
Them 1,534
895
1,978
176
1,208
5,139
1,749
Email
433
FB Post
206
Direct
4527
1,447 “Peeks”
1,978 OGA’s
Billing: 54
8,727 (Total)

25. START WITH THE END IN MIND
Growth Hackers are focused on outcomes:
LTV
ROI
MAU/DAU
Organic Growth
GALLOP LABS

26. FIND GOOD USERS

27. TIME TO FIRST PURCHASE

28. MODEL USER BEHAVIOUR

29. FIND AT RISK USERS

30. CHURN PREDICTION

31. OTHER USER SEGMENTS

32. ENGAGEMENT PREDICTION
GALLOP LABS

33. !
Owned
!
Earned !
Paid
MOBILE APP MARKETING

34. HOW HOTMAIL “PWNED”
GALLOP LABS

35. HOW HOTMAIL “PWNED”
“Get your free email with Hotmail.”
GALLOP LABS

36. !
Leveraging the App Stores
GALLOP LABS

37. THE GATEKEEPERS
GALLOP LABS

38. THE GATEKEEPERS
Getting featured is not the end all of user
acquisition strategies. It is icing on the cake and
is validation you built a good product
GALLOP LABS

39. PENTRATING THE BLACK BOX
Small centralized team
App Store editorial run by
independent teams within
each country
GALLOP LABS

40. GETTING FEATURED #PROTIP
Study the UI/UX guidelines and platform
specific design patterns.
GALLOP LABS

41. GETTING FEATURED #PROTIP
Making them apart of the process
GALLOP LABS

42. GETTING FEATURED #PROTIP
Leverage core hardware and OS-related
features in your application
GALLOP LABS

43. Giving users fishing rods to lure in
new users
GALLOP LABS

44. Build Something Your Users Will be Proud to Share.
!
1. We share to craft our identities
2. We share to build relationships
3. We share to make our lives easier/better
4. We share to help others
!
!
WE’RE ALL SOCIAL

45. FACEBOOK INTEGRATION
Facebook log-in provides a simple and easy way to sign into apps without creating
new usernames and passwords.
http://techcrunch.com/2013/08/22/facebook-permission-post/fb-infographic/

46. A GREAT SOCIAL INTEGRATION
Social integration is about allowing your user base to share and incite
conversation
Community/
Social Integration
Sharing Inviting Friends
Integrating friends
into the in-app
experience drives
engagement
Creating open
graph and wall
post actions
around favoriting
items creates
conversation
Encourage your
user base to share
the app with their
friends

47. CASE STUDY
A STRONG REFERRAL PROGRAM

48. !
Partnerships + Integrations
GALLOP LABS

49. WINNING WITH PARTNERSHIP
Scratch my back, I’ll scratch yours
GALLOP LABS

50. WINNING WITH PARTNERSHIP
Find complimentary products understand
their objectives and collaborate
GALLOP LABS

51. PIGGYBACK ALL THE WAY TO THE BANK

52. THE BEST OF
PIGGYBACKING ALL THE WAY TO THE BANK
http://www.slideshare.net/morganb180/growth-hacking-101

53. !
Ready to hit warp drive?
Paid Media.

54. CPM - Cost per Mile
User sees a banner add for your campaign
!
CPC - Cost per Click
User clicks on a banner ad within a campaign
!
CPI - Cost per Install
User successfully installs an application through a campaign
!
CP(X) - Cost Per (Any Important Event)
User successfully performs an action through a campaign (liking a FB
page)
!
LEVERAGING PAID MEDIA

55. LEVERAGING PAID MEDIA
Not all media is made equally
GALLOP LABS

56. BE PREPARED TO SPEND
You can spend anywhere between a few
cents to several dollars to get your
message in front of users
Drivers
Type
Industry
Targeting
Quality
Demographic
Network
GALLOP LABS

57. TOUGH TRUTH ABOUT PAID MEDIA
1. Grow Awareness
GALLOP LABS

58. TOUGH TRUTH ABOUT PAID MEDIA
1. Grow Awareness
or
2. Grow Users
GALLOP LABS

59. A Division of
Media Effectiveness
40% of the Top 100 grossing apps used Facebook Mobile Ads

60. A Division of
WIN WITH DATA

61. GROWING THE RIGHT TYPE OF USERS
PreRceisaec tha yrgoeutri nagu d(i9e0n%ce a actc tuhrea cryig vhst t5im0%e wcoitohk tihees oring htht em wesesba)g: e.
• Based on a user’s real identity
• Device specific: iPhone, iPad & Android
• Broad & precise targeting: Gaming (social/online), competitive users,
early adopters etc.
Target specific users and look-alikes of those users:
• Use email lists, device ids, fb ids to target via custom & look-alike audiences
• Target friends of current users
Performance driven:
• Assess the impact of advertising by tying spend to conversion (cost-per-install) & ROI
!

62. CPI vs. eCPI
Downloads per day required to
reach top rankings in US app store:
!
Top 10: 70,000 downloads per day
Top 50: 23,000 downloads per day

63. • Refresh Creative 2-3 times per week
• Average Facebook ad has a peak CTR in the first 72
hours
• 37% of advertisers refresh creative once every 5-14
days
A Division of
KEEP IT FRESH

64. !
• Impactful imagery: Lifestyle and/or screen shots
• Visual: Images with less than 20% text
• Action-oriented: Powerful call-to-action
A Division of
AD CREATION #PROTIP

65. The economics of media
GALLOP LABS

66. SUSTAINABILITY
Customer Acquisition Cost (CAC)
How much you spent to acquire a user
!
Life Time Value (LTV)
What is the average revenue accumulated over a user’s lifetime
GALLOP LABS

67. UNDERSTANDING YOUR COST OF
spend
CAC = paid users
GALLOP LABS
ACQUIRING A USER
100
CAC = 1 0 = $10/customer

68. VIRAL LOOP
!
K-Factor
For each user, how many news ones do they create?
GALLOP LABS

69. DRIVE COST DOWN WHEN YOU
DRIVE SOCIAL UP
spend
CAC = paid users+(paid users*k)
GALLOP LABS
CAC = 10 0 = $5/customer
10+(10*1)

70. VIRAL LOOP
K = 5 x 20% = 1
http://www.dtelepathy.com/blog/design/design-viral-growth
GALLOP LABS

71. OPTIMIZING FOR GROWTH WHILE FOCUSING
sustainability: CAC <= LTV
GALLOP LABS
ON SUSTAINABILITY

72. Pre Launch
Build Channels
Customer Generation
Prototype Validation
FB Group
Launch Rock
Kickstarter
GROWING ON A BUDGET
Build Momentum
Social Media
Owned Channels
Word of Mouth
PR
App Store
1+1 = 3
Paid Media (acquisition)
Partnerships/Integrations
Focus on Sustainable Spend
Optimize Viral Loop
World Domination
Paid Media
Optimize Viral Loop
Cross Platform Optimization

73. FINISH FIRST
A@GALLOPLABS.COM @ALKARIM
APPLY FOR ALPHA PROGRAM TODAY
GALLOPLABS.COM/#/CONTACT

74. LAST BUT NOT LEAST

75. • An app’s stickiness is conveyed by the distribution of individual event numbers for a
set of users
• The app stickiness metric is a model based on thermodynamics that relates an
application to a closed system
• It’s purpose is to establish a benchmark for how sticky an app is and to monitor
changes in stickiness based on product or marketing activities
GALLOP LABS
APP STICKINESS

76. Temperature (T) = What’s the frequency at
which your users are interacting with the app?
!
Entropy (S) = What’s the tendency of the
population to interact?
!
Potential (Z) = How much is user apathy
holding back your app’s full potential?
!
Energy (U) = What level of energy of user
experience is your app really delivering?
U = T x (Z - S) is the formula that
measures an app’s “stickiness”
(according to the laws of thermodynamics)
!
The key for any mobile app business is
monitoring changes in product energy U in
response to:
(i) changes in App features
(ii) changes in audience composition (e.g.
month-to-month, campaign-to-campaign,
etc)
GALLOP LABS
APP STICKINESS

77. APP STICKINESS