App Marketing at International Scale
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Transcript of App Marketing at International Scale
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 1
App Marketing at International ScaleWhat we are learning at Delivery HeroFilippo Gallignani – VP Performance Marketing
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 2
The history of Delivery Hero
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 3
We aim to create amazing take-away experiences
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 4
Learning 1
“A global and consistently applied tracking and measurement is essential”
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 5
When diversity is not good
1 year ago
● MMPs● Definition of conversion● Event tracked● Single channel attribution
model
Today
● Apps using the same MMP ● Central tracking concept →
conversion funnel● Standardised acquisition and order
definition● Global automated reporting ● Internal benchmarking● Multi-channel attribution model
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 6
“Create strong relationships with your publishers - share knowledge and data.”
Learning 2
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 7
Test many - build deep relationships with fewer
Testing 30 publishers
Removed all Incent and Boost campaigns. Focus on 15 partners
Improved sub publisher structure on a 7 + 30 days cohort.
Further reduced partners pool to 8 + different campaign types.
Ramadan
Creative a/b testing
New formats (video)
User segmentation
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 8
Learning 3
“Test the hell out of your ASO”
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 9
Ongoing tests on store listing
Houston we have a problem
● app description ● keywords● screenshots● promo video + poster frame● released new app version● we changed category: Lifestyle >
Food and Drink
May
October
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 10
“Think customer first - deliver the experience that best fit their minds”
Learning 4
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 11
User based tracking and cross device effect
PlacementCVR
(conversion on same device)
COOKIE BASED
CVR(cross-device conversion)USER BASED
Mobile 0.18% 8.11%Desktop 2.10% 3.36%Tablet 0.66% 1.64%
Campaign Type
Same Device Cross-Device
Conversions
Conversions CPA
Mobile App Installs 148 151 -2%
Mobile Web 20 450 -90%
Based on cookie-based attribution, Desktop CVR is 11x higher than mobile
→ prospecting on mobile should be switched off
Based on user-based cross-device attribution, Mobile CVR is 45x higher
→ stopping mobile prospecting would be a big mistake!
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 12
Worked on multipliers and campaign settings
Changed targeting sequence
Combining campaign types to increase performance
APP only APP + mWeb
-30%
+80%
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 13
“Test how effectively your customer segments respond to advertising”
Learning 5
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 14
● App re-engagement on Android and iOS
● Focus on Active customers ● Exclude test users from all other
campaigns● Compared the mean and standard
deviation of both group
Invest your budget wisely
No statistically significant difference
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 15
Learning 6
“Personalized campaigns delivers greater CVR and engagement”
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 16
@Fırat koç : Are you
asking me out?
Get Creative With Engagement Efforts
Personalization is key - customize based on
● user’s last ordered location ● weather API● real time activities● recurring events
+31% in CVR
@Merveser:Only my
boyfriend and you understand
me
@Melek Ünal
Don’t tempt me, I am on
a diet.
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Delivery Hero Holding GmbH - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 17
To summarize
1. A global and consistently applied tracking and measurement is
essential
2. Create strong relationships with your publishers - share knowledge
and data.
3. Test the hell out of your ASO
4. Think customer first - deliver the experience that best fit their
minds
5. Test how effectively your customer segments respond to
advertising
6. Consistent customer engagement through personalized campaigns
delivers great retention rates