Empowering Freemium App Publishers to Better Monetize Every User
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Your freemium app is leaving money on the table. Here's what you can do about it. With this presentation, you'll learn how predicting your user's behavior and taking action on those insights can help you deliver custom campaigns and app experiences to stop leaving money on the table. Introducing Tapjoy's Marketing Automation and Monetization Platform for Freemium Mobile Apps
Empowering Freemium App Publishers to Better Monetize Every User
- 1. Empowering Publishers to Better Monetize Every User IAP AD襯 磯ゴ 豕 Monetization Tapjoy / 5Rocks Changsu Lee
- 3. Introducing the Leading Marketing Automation and Monetization Platform for Freemium Mobile Apps
- 5. Only a small percentage of your users
- 7. You have two goals:
- 8. You have two goals: 1. Increase the number of spenders.
- 9. You have two goals: 1. Increase the number of spenders. 2. Get your spenders to spend more.
- 10. How do we monetize to the never spenders?
- 11. Stop leaving money on the table.
- 12. Most companies are only looking at revenue. 200000 180000 160000 140000 120000 100000 80000 60000 40000 20000 0 Revenue
- 13. Most companies are only looking at revenue. 200000 180000 160000 140000 120000 100000 80000 60000 40000 20000 0 Revenue
- 16. Data alone is not an insight.
- 17. 3.5% Users Only a small percentage of your users are paying users.
- 18. 98.6% Opportunity 3.5% Users 1.4% Daily Users Take a look at your Daily Active User revenue contribution.
- 19. 螳 讌讌 豢焔 螻手 螻螳手? 企 螻螳 讌讌 豢焔 螻手 螻螳手?
- 20. Take a closer look at the 3.5% of your apps paying users. 1 time 2 times 3 times 4 times 5+ times 33.5% 35.8% 5.6% 8.3% 16.8%
- 21. 1 time 2 times 3 times 4 times 5+ times 33.5% 5.6% 8.3% 35.8% 16.8% Take a closer look at the 3.5% of your apps paying users.
- 22. 1 time 2 times 3 times 4 times 5+ times 33.5% 5.6% 8.3% 35.8% 16.8% Take a closer look at the 3.5% of your apps paying users.
- 23. Who are your loyal paying users? 0.85 0.8 0.75 0.7 Correlation with Overall Revenue 1st 2nd 3rd 4th 5th Loyal Paying Users
- 24. 豌 蟆一襯 蠍 螳 譬 語手?
- 25. 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% d0 d1 d2 d3 d4 d5 d6 d7 d8 d9 d10 d11 d12 d13 In order to have a 3rd conversion, you need to have a 1st conversion. 50% 36.10% 9.10% 5.10% 4.20% 3.20% 2.50% 2.40% 2.10% 1.80% 1.50% 1.40% 1.30% 1.20% 1.10%
- 26. 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% d0 d1 d2 d3 d4 d5 d6 d7 d8 d9 d10 d11 d12 d13 In order to have a 3rd conversion, you need to have a 1st conversion. 50% 5.10% 4.20% 3.20% 2.50% 2.40% 2.10% 1.80% 1.50% 1.40% 1.30% 1.20% 1.10% 36.10% 9.10%
- 27. Revenue Traditional View of Spenders MinnowsNon-paying Dolphins Whales
- 28. Introducing Tapjoys Future Value Map Historical Revenue Rookies Never Spenders Beached Whales True Whales Predicted Future LTV
- 30. LTV 裡 (Revenue + Future LTV)=
- 31. Introducing Tapjoys Future Value Map Historical Revenue Rookies Never Spenders Beached Whales True Whales Predicted Future LTV
- 32. Future Value Map Snapshot, D+14 Non-Paying Minnows Dolphins Whales Non-Paying Minnows Dolphins Whales 82.2 2.3 1.9 2.2 2.7 0.9 2.5 3.8 0.6 0.2 0.2 0.4 0 0.02 0.03 0.02 % of Users
- 33. Future Value Map Snapshot, D+14 Not all non-spenders are created equal Non-Paying Minnows Dolphins Whales Non-Paying Minnows Dolphins Whales 82.2 2.3 1.9 2.2 2.7 0.9 2.5 3.8 0.6 0.2 0.2 0.4 0 0.02 0.03 0.02 7% % of Users
- 34. Future Value Map Snapshot, D+14 Just focus on your whales, right? Non-Paying Minnows Dolphins Whales Non-Paying Minnows Dolphins Whales 82.2 2.3 1.9 2.2 2.7 0.9 2.5 3.8 0.6 0.2 0.2 0.4 0 0.02 0.03 0.02 70% % of Users
- 35. Non-Paying Minnows Dolphins Whales Non-Paying Minnows Dolphins Whales 2.3 1.9 2.2 2.7 0.9 2.5 3.8 0.6 0.2 0.2 0.4 0 0.02 0.03 0.0282.282.2 86.4% and who will never spend again Future Value Map Snapshot, D+14 Predicting who will never spend % of Users
- 36. Managing the Lifecycle of Your App Non-PayingMinnowsDolphinsWhales Non-Paying Minnows Dolphins Whales 83.08 12.97 0 0 0 0 1.27 1.26 0 .05 .52 .39 .03 .06 .23 .13 Non-PayingMinnowsDolphinsWhales Non-Paying Minnows Dolphins Whales 98.89 0 0 0 0 0 .03 .77 0 0 .01 .19 0 0 .01 .10 Future Value Map D+60 15.13% % of Users% of Users .05% Future Value Map End of Life Cycle
- 37. Now Lets Turn Insights Into Action
Editor's Notes
- #2: Make line white Make second line under line italic.
- #13: Use proper blues, colors, etc
- #14: Use proper blues, colors, etc
- #15: Use proper blues, colors, etc
- #16: Use proper blues, colors, etc
- #17: Use proper blues, colors, etc
- #18: Add source Pie chart. Pull out the 3.5 percent and zoom into the 1.4 on a daily basis. 98.6% are not spending. Big opportunity! (highlight it graphically)
- #19: Add source Pie chart. Pull out the 3.5 percent and zoom into the 1.4 on a daily basis. 98.6% are not spending. Big opportunity! (highlight it graphically)
- #28: Use our blue
- #29: Use our blue
- #32: Use our blue
- #35: Fix the numbers Box off the top 3 as the 7% afterward, after click. In-app message comes in. Focus back on the LTV overlay, numbers increase to indicate movement up from lower left to upper left. Non-paying users can turn into paying users. (People do change)
- #36: Fix the numbers Box off the top 3 as the 7% afterward, after click. In-app message comes in. Focus back on the LTV overlay, numbers increase to indicate movement up from lower left to upper left. Non-paying users can turn into paying users. (People do change)
- #37: Fix the numbers Box off the top 3 as the 7% afterward, after click. In-app message comes in. Focus back on the LTV overlay, numbers increase to indicate movement up from lower left to upper left. Non-paying users can turn into paying users. (People do change)
- #38: Make line white Make second line under line italic.