The Engine for Driving Short-term and Long-term Growth: Acquire

💎  x
11

Julia Martin (Strategic Partnerships at MoPub - Ad Network) discusses with Daniel Lopez (Director of Quant Marketing at EA), Jenny Taran (Head of Growth at Activision) and Faith Price (Head of UA at DoubleDown Interactive) about game launches, setting KPIs, incrementality and finding the right audiences

Type:
Panel
Publication date:
August 4, 2020
Added to Growth Gems on:
August 22, 2020
💎 #
1

For the soft launch cycle,** the feedback loop between product and marketing is key**. Do not be too attached to your product/game and figure out who your game is really for.

11:30
💎 #
2

The genre and finances drive the KPIs you choose. For IAP-based games it's always about the ROAS (D7/28/56). Other KPIs inform decisions as well:
- CPI (example: if ROAS is reached for two partners, the one with the lower CPI represents less risk)
- first-time purchase rate
- some retention metrics.

26:50
💎 #
3

High CPIs are a risk but so is inconsistent performance: be careful with partners that are just whale-hunting: what happens when they don't catch whales for a month?

28:54
💎 #
4

You might be optimizing yourself out of core placements of valuable areas. If you have a niche product and you buy on CPI, ad networks might only be able to optimize based on CTR because of lack of signals.

32:07
💎 #
5

You might be optimizing yourself out of core placements of valuable areas. If you have a niche product and you buy on CPI, ad networks might only be able to optimize based on CTR because of lack of signals.

33:40
💎 #
6

Keep the feedback loop with product open and be ready to evolve your KPIs: the data should tell you where to go. Example: depending on your company goals you might be willing to sacrifice some amount of ROAS to hit specific retention metrics and test product initiatives, etc.

34:43
💎 #
7

If your funnel is linear and you have a paywall it's easier to identify your KPIs but if it's more open (e.g. call of duty - lots of different paths users can take, not pay to play) you have to identify early user behavior and how that translates into revenue.

36:49
💎 #
8

You can receive your entire json postback from the MMP in a special format that includes every single dimension from every channel and source, for all impressions/clicks/installs. This means you can control your own attribution internally and open up user-level LTV analysis at the most granular level.
→ that clearly won't be possible with iOS 14...

41:07
💎 #
9

When evaluating new partners, ask yourself if the launch plan they're putting together is a plan for your specific app (e.g. casino game) or just any title.

43:40
💎 #
10

To find the right audience you want to also look at the other interests of your users: other things they like and do outside of gaming.

45:04
💎 #
11

Leverage the most popular content of the games and use that for creatives.

45:27
This is premium content. Upgrade your plan in your profile to get access.
💎 #
1

For the soft launch cycle,** the feedback loop between product and marketing is key**. Do not be too attached to your product/game and figure out who your game is really for.

11:30
💎 #
2

The genre and finances drive the KPIs you choose. For IAP-based games it's always about the ROAS (D7/28/56). Other KPIs inform decisions as well:
- CPI (example: if ROAS is reached for two partners, the one with the lower CPI represents less risk)
- first-time purchase rate
- some retention metrics.

26:50
💎 #
3

High CPIs are a risk but so is inconsistent performance: be careful with partners that are just whale-hunting: what happens when they don't catch whales for a month?

28:54
💎 #
4

You might be optimizing yourself out of core placements of valuable areas. If you have a niche product and you buy on CPI, ad networks might only be able to optimize based on CTR because of lack of signals.

32:07
💎 #
5

You might be optimizing yourself out of core placements of valuable areas. If you have a niche product and you buy on CPI, ad networks might only be able to optimize based on CTR because of lack of signals.

33:40
💎 #
6

Keep the feedback loop with product open and be ready to evolve your KPIs: the data should tell you where to go. Example: depending on your company goals you might be willing to sacrifice some amount of ROAS to hit specific retention metrics and test product initiatives, etc.

34:43
💎 #
7

If your funnel is linear and you have a paywall it's easier to identify your KPIs but if it's more open (e.g. call of duty - lots of different paths users can take, not pay to play) you have to identify early user behavior and how that translates into revenue.

36:49
💎 #
8

You can receive your entire json postback from the MMP in a special format that includes every single dimension from every channel and source, for all impressions/clicks/installs. This means you can control your own attribution internally and open up user-level LTV analysis at the most granular level.
→ that clearly won't be possible with iOS 14...

41:07
💎 #
9

When evaluating new partners, ask yourself if the launch plan they're putting together is a plan for your specific app (e.g. casino game) or just any title.

43:40
💎 #
10

To find the right audience you want to also look at the other interests of your users: other things they like and do outside of gaming.

45:04
💎 #
11

Leverage the most popular content of the games and use that for creatives.

45:27
This content is available to Growth Gems premium members only.
Apply Now
💎 #
1

For the soft launch cycle,** the feedback loop between product and marketing is key**. Do not be too attached to your product/game and figure out who your game is really for.

11:30
💎 #
2

The genre and finances drive the KPIs you choose. For IAP-based games it's always about the ROAS (D7/28/56). Other KPIs inform decisions as well:
- CPI (example: if ROAS is reached for two partners, the one with the lower CPI represents less risk)
- first-time purchase rate
- some retention metrics.

26:50
💎 #
3

High CPIs are a risk but so is inconsistent performance: be careful with partners that are just whale-hunting: what happens when they don't catch whales for a month?

28:54
💎 #
4

You might be optimizing yourself out of core placements of valuable areas. If you have a niche product and you buy on CPI, ad networks might only be able to optimize based on CTR because of lack of signals.

32:07
💎 #
5

You might be optimizing yourself out of core placements of valuable areas. If you have a niche product and you buy on CPI, ad networks might only be able to optimize based on CTR because of lack of signals.

33:40
💎 #
6

Keep the feedback loop with product open and be ready to evolve your KPIs: the data should tell you where to go. Example: depending on your company goals you might be willing to sacrifice some amount of ROAS to hit specific retention metrics and test product initiatives, etc.

34:43
💎 #
7

If your funnel is linear and you have a paywall it's easier to identify your KPIs but if it's more open (e.g. call of duty - lots of different paths users can take, not pay to play) you have to identify early user behavior and how that translates into revenue.

36:49
💎 #
8

You can receive your entire json postback from the MMP in a special format that includes every single dimension from every channel and source, for all impressions/clicks/installs. This means you can control your own attribution internally and open up user-level LTV analysis at the most granular level.
→ that clearly won't be possible with iOS 14...

41:07
💎 #
9

When evaluating new partners, ask yourself if the launch plan they're putting together is a plan for your specific app (e.g. casino game) or just any title.

43:40
💎 #
10

To find the right audience you want to also look at the other interests of your users: other things they like and do outside of gaming.

45:04
💎 #
11

Leverage the most popular content of the games and use that for creatives.

45:27
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now
You need to be logged in the community to see the discussion below. You can also head over to
this topic in the community
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now