PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Payment Processing

(Carrier Billing, PayPal, Offer walls,

Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

Channelsen

gage

men

t&

rete

ntio

nan

alyt

ics

& in

sig

hts

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual

Goods)mon

etiz

atio

n

TargetSummit Berlin@andy_carvell

Mobile Growth Process

www.mobilegrowthstack.comwww.phiture.com

● Growth Modeling● Experimental process● Hypothesis definition● Using the Mobile Growth Stack to identify opportunities● Running a growth meeting● Growth team setups● Examples of real growth teams: how SoundCloud did it

Growth Process

Everything comes back to the Growth Model

● Start with nailing the qualitative model● Figure out (and agree internally on) your ‘growth story’● Next: Quantitative spreadsheet to model these steps.● Refine model over time as user understanding deepens through

experimentation, user testing, interviews and questionnaires.

Src: http://abovethecrowd.com/2014/07/11/how-to-miss-by-a-mile-an-alternative-look-at-ubers-potential-market-size/

Uber’s Growth model

SRC: http://www.mobilegrowthstack.com/analytics-insights/growth-modeling/mobile-growth-model/ (William Gill)

Build a Basic Growth ModelBuild a quantitative, input-driven model that captures the drivers of acquisition and retention as you understand them.

Start simple. All models are abstractions; it will never be perfect.

Use your growth model to do scenario planning:

See how numbers develop if you focus on acquisition and increase installs by 10%.See if you would get more active users in 3 months by making retention improvements affecting new users, etc.Identify the biggest opportunities.

Identify Opportunities and Build a Growth Backlog

What’s the current process for defining & refining hypotheses & predictions?

Is there an experiment backlog? How do new ideas make it into the backlog?

What are the currently active experiments? What are they teaching you about your users?

Audit your growth efforts to identify areas for development.

PR

acqu

isiti

on

App Store Optimization

Content Marketing

Performance Marketing

DistributionDeals

(pre-installs, traffic

exchange)

Viral loops (Invites & content sharing)

Inte

rnatio

nal

First Time User Experience

(onboarding, tutorial)

User Accounts(Data persistence, sign-in services)

Deep LinkingLifecycle Marketing

Activity Notifications

Community (Engagement

& Support)

Revenue Model(Freemium,

Paid, Ad-Supported, Subscriptions, Virtual Goods)

Payment Processing

(Carrier Billing, PayPal, Offer

walls, Credit Card, etc.)

Pricing (Fixed, Dynamic,

Regional, Virtual currency)

Merchandising

Ad Inventory Management(Native Ads,

Sponsorship, Direct Sales, Ad Exchange)

Re

targe

ting

Partn

ersh

ips

Cross-sellContent Indexing

(Mobile SEO)

Deeplink Attribution

Event Tracking

Campaign Measurement

A/B testingTouch

HeatmapsScreen Flows

Conversion Optimization

Push notifications

In-App Messaging

Email

SMS

Search

Social

Mobile Ad Networks

TV, Print, Radio

Owned Channels

App Store Listing

App Store Analytics

ASO Keyword Performance

Tracking

User Segmentation

Conversion Funnels

Billing & Revenue

Reporting

Performance Analysis

(CPU, Battery, Network, Bug

Tracking)

Cohort Analysis

Content Analytics

Sentiment Tracking

LTV Modelling

Growth Accounting(Growth rate,

Churn, Sessions)

Growth Modelling

(Opportunity identification)

Install Attribution

User Testing

The Mobile Growth Stack 3.0 — A strategic framework for mobile growthBy @andy_carvell with contributions from @moritzdaan

enga

gem

ent

& re

tent

ion

anal

ytic

s &

insi

gh

tsm

onet

izat

ion

Channels

Growth Backlog Best Practice

● Everyone encouraged to contribute ideas● Backlog groomed by PM + reviewed with growth team● Every experiment driven by a hypothesis

○ Result should lead to better understanding of user psychology & possibly refine the growth model, even if there is no positive impact on metrics.

● Prioritised by Projected Impact, Estimated Effort, Level of Confidence (i.e. do you think it will work?)○ Use scenario modelling to work out which initiatives have the most upside

for overall growth● Aim to iterate fast… quick wins and small tests can be good for gaining

momentum in the process

Experiment Metric(s) Impact Confidence Ease Score

Add focus on security in onboarding flow to accommodate German-specific concerns

D-1 Retention 4 8 5 =AVG()

Frame App Store screenshots in phone to boost conversion Downloads 3 5 10 =AVG()

Partner up with a German Telco with low data offerings (ie. AldiTalk)

MAU 10 7 3 =AVG()

From Stack to Ideas

Considering REACH

● Consider Reach through the lens of retention curve… if you’re targeting only engaged, retained users, the group (at least in cohort terms) is very small compared to a feature / action that reaches NEW users before they churn.

● Better to ask new users to do things while they are still there, even if conversion would be better with highly engaged users (since the higher volume x lower conversion rate still = more impact). NB: Not in every case, but be sure to do the math.

● Fewer than 25% of A/B tests produce a meaningful upside. Often useful to test extreme ideas - as long as the upside case is there.

How to Run a Weekly Growth Meeting

Brian Balfour (HubSpot) on running a growth meeting http://www.coelevate.com/essays/growth-meeting

● Celebrate IMPACT over everything else● Keep weekly meeting tight● Maintain a backlog of ideas that anyone can

contribute to (company wide)○ PM / growth manager grooms the

backlog● Encourage environment of experimentation

(failures are important)● Aim to increase the speed that experiments

(and hence failures) that can be executed: faster iteration.

● Kill initiatives that don’t work quickly○ SCALE those that do work

Possible growth team structures

Src: https://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9#.bjwodayow

Newly formed growth team in April 2015, replacing earlier attempt. (Restructuring again since Sep 2016)Total team size: 4 PMs, 8 Eng, 1 Designer, 2x Data Scientists, 1x Growth Marketer

Acquisition handles inbound referrals, SEO, ViralRetention handles CRM (inc. activity notifications), Re-Activation, OnboardingSign-In is a small team focused on Sign-In… likely to expand to pick up Activation

Some Email marketing and ASO support from Marketing Team.

Partnership BD is done by a separate team out of SF.

Sub-Teams

● Acquisition● Sign-In● Retention (inc. reactivation)● International