the award-winning performance-oriented case study: renowned ridesharing mobile app installation hits...
TRANSCRIPT
The A w a r d -* W i n n i n g
PPPPPPPPP- PPPP PPPPPRenowned ridesharing mobile app installation hits 1,000,000+
*Received 2016 Top Mobile Awards in Big Data Marketing Category
Campaign Background and Objective
Objective• Boost mobile app installation • Lower cost per first transaction (CPFT)
CampaignPeriod June, 2015 – June, 2016
GeographicTargeting
More than 20 cities across China including first-, and second-tier cities, such as Beijing, Shanghai, Guangzhou, and Shenzhen
Ad Format Mobile Banner
OperatingSystem
• iOS• Android
Results• CPFT decreases 63%• CVR reaches 6.23%
From download to transaction
Conversion Journey
Download and installridesharing mobile app Register an account Make the first-riding
transaction
APP
Optimization Strategy Overview Heightening installation rate & first transaction rate throughout 3 phases
Series10.00%
2.00%
4.00%
6.00%
8.00%
10.00%
Impressions Installation rate First transaction rate
Phase 2• A.I. Algorithm Optimization• Increase Conversion
Phase 3• Continuous Performance
Optimization• Improve ROI
1st – 4th Month 5th – 8th Month 9th – 12th Month
Phase 1• Manual Optimization• Accumulate Data
Phase 1 : Multi-Dimensional Manual Optimization
Location Optimization
Creative Optimization
Time Optimization
Operating System Optimization
Location & Time Optimization
• The first-tier cities in China had better conversion rates than second-tier cities did.
• It is more likely for mobile users to install a ridesharing mobile app during commute 32%.
Ran A/B testing to maximize the usage of the most effective creative to encourage call-to-actions.
Creative Optimization
CVR： 5.33% CVR： 6.82% CVR： 4.96%
The ROI of advertising investments on iOS system was greater than that on Android, as the former one performed a better conversion rate.
Operating System (OS) Optimization
Clicks Installations First transaction0%
10%20%30%40%50%60%70%80%90%
100%
Comparison of Performance by OS
iOS Android
38%
62%
27%
73% 83%
17%
iOS Android
Installation Rate:
Registration
Rate:
First-ride Rate:
Installation Rate:
Registration
Rate:
First-ride Rate:
7.3%
64.2%
61.8%
4.5%
55.2%
54.4%
Phase 2 : A.I. Algorithm Optimization
Audience Optimization
BehaviorOptimization
AlgorithmOptimization
Audience Optimization
Vpon’s Data Management Platform (DMP)
Demographics
Interest
Location
Device
App
5 dimensions with 1000+ tags collected from mobile devices
Audience A Audience B Audience C
Profile 1
Analyzed the data and developed audience profiling, segmenting and look-alike audience targeting
Profile 2 Profile 3
Built Target Audience Prediction Model
Mobile Behavior Optimization
** Image for reference only
TransportationNews
Travel
Health & Fitness
Lifestyle
Finance
Business
Sports
Utilities
Shopping
Weather
Tools
Productivity
Entertainment
Personalized
Education
Photography
Music
CommunicationSocial
医疗The actual number of apps (by category) that installed on the ridesharing mobile app users’
devices
The higher the ratio, the stronger intensity the
ridesharing mobile app users installed the apps (by
category).
It is more likely for users who have downloaded transportation, news, and travel-related apps to download the ridesharing mobile app. The analytics shows that these groups of users show a higher interest.
Analyzed app preference of the ridesharing mobile app users
Algorithm Optimization
Data scientists developed an unique algorithm based on the massive data collecting during the data accumulation stage.
The algorithm model constantly optimized by machine learning to predict real-time the individual mobile user’s possibility to download, register, take the first ride, etc.
The algorithm identified and prioritized the high potential users programmatically to bid ad impressions via RTB (Real-time Bidding Engine).
Developed a tailor-made algorithm to achieve a better ROI
Phase 3 : Continuous Performance Optimization
CPI CPFT
Increase ROI for Ad Investments• 1st – 8th Month： CPI and CPFT were fluctuated and higher during data accumulation stage.• 9th – 12th Month：With the continuous performance optimization, the algorithm worked
in full force and resulted in a significant drop for both CPI and CPFT.
4th Month 8th Month 12th Month
Decrease 81% Decrease 63%
4th Month 8th Month 12th Month
Cost per Installation (CPI) Cost per First Transaction (CPFT)
USD USD
Overall Campaign Performance
CVR: 6.23%Number of mobile app installation: 1,030,000 Number of first-ride after installation: 298,000
Phase 1 Phase 2 Phase 30.0%
2.0%
4.0%
6.0%
8.0%
10.0%
Comparison of installation rate through 3 phases
4.4%
6.7%8.0%
Phase 1 Phase 2 Phase 3$0
$10
$20
Comparison of cost per first-riding trans-action by 3 phases
USD
Lowered by 63%
For publishers ： [email protected] advertisers ：[email protected]
www.vpon.com
Facebook LinkedIn
Click here to learn more case studies!