30: WGE MAG
WGE MAG: 31
Cost per Loyal User Index - This index tracks the fluctuating cost of acquiring loyal users (in the case of the index, people who open an app three times or more.) We believe that the cost per loyal user is a more meaningful measure of ROI than cost per click or cost per download, and so loyal users are the key to building sustained growth for a mobile app business.
For more on the Indexes, I encourage you to check out:
http://www.fiksu.com/resources/fiksu-indexes
Interview:
Micah Adler Fiksu
M
icah, in 2011 you introduced Fiksu for Mobile Apps, an app user acquisition platform, could you explain this to us?
Born from Fluent Mobile, Fiksu, Inc. was launched in March 2011 to help marketers and advertisers overcome the complex and expensive challenge of promoting their mobile apps in the vastly crowded app stores. Our flagship solution, Fiksu for Mobile Apps, is the industry’s first user acquisition platform that spans the entire mobile ecosystem, helping brands attract large volumes of loyal users and slash user acquisition costs. We believe that mobile app marketing should not require guesswork. Our Fiksu for Mobile Apps user acquisition platform injects cost-efficiency and predictability into campaigns. Some of our early clients have included Ask. com, Barnes & Noble, Gilt, Groupon, Hearst Magazines, PlayScreen, TuneWiki, VH1 and WHERE.
the mix between these diverse traffic sources and also optimize the organic lift provided by obtaining favorable ranking positions within the various app stores. All of this is optimized around obtaining loyal users cost effectively, not just around downloads.
“The Fiksu Indexes will be released on a monthly basis. We encourage Android users to check back soon as we will be expanding our Indexes to include tracking and analysis of the Android market in the near future.”
The Fiksu for Mobile Apps platform works by connecting app marketers to a broad variety of traffic sources: from banner ad networks to incentivized download networks to real-time bidding exchanges. We optimize each traffic source individually, perform real-time allocation of
Additionally, in July 2011, we introduced our Fiksu Indexes. We examined mobile app actions captured by our platform - more than 3.7 billion app launches, in- app purchases and registrations to analyze and report on the fluctuating dynamics of the complex app marketing landscape. Published monthly, the Fiksu Indexes equip marketers with a benchmark of how their mobile app marketing stacks up against industry averages, and also paints a “big picture” landscape of the trends impacting their business goals.
The Indexes include: App Store
Competitive Index - This index analyzes the average aggregate volume of daily downloads of the Top 200 ranked free iPhone apps in the U.S. It helps illustrate how the list of top ranked apps become more and less competitive over time.
Will this be released on a weekly or monthly basis? The Fiksu Indexes will be released on a monthly basis. We encourage Android users to check back soon as we will be expanding our Indexes to include tracking and analysis of the Android market in the near future.
Basically the industry users should utilize this measuring system to try and evaluate their app sales and improve them, correct?
As a mobile marketer, your app is competing for users with almost half a million other apps. The best way to improve your mobile marketing is to more precisely understand the competitive landscape into which you are pouring your budget. The Fiksu Indexes reveal how industry dynamics such as iOS upgrades, sales of mobile devices, advertiser demand and ad network/publisher inventory impact your business goals. Armed with this insight, you can adapt and plan with more agility.
For example, maybe your cost to acquire loyal users was more expensive in May than in March and you are trying to figure out why? Our Index shows how much the industry paid on average so you can compare and contrast. Perhaps your app’s rank slipped one month. Our Index shows you the aggregate daily download totals of the top ranked U.S. apps so you can assess the competitive landscape and understand how their volumes impacted your rank.
Will Fiksu be offering any tips on how to best do this for mobile marketers with limited budgets? The challenges of app promotion are complex and can easily consume large chunks of a mobile marketing budget. However, they don’t have to. We recently published a free eBook, outlining proven best practices leading brands are using to improve app store rankings and secure critical loyal users without draining their budgets in the process.
Where do the stats for the Fiksu Indexes come from? We compile our Index data by examining the mobile app actions captured by our user acquisition platform (the only one that spans the entire mobile ecosystem of ad networks, RTB platforms and incentivized networks). Currently, we can analyze more than 3.7 billion app launches, in-app purchases and registrations to explore and learn from the fluctuating
“Currently, we can
analyze more than 3.7 billion app launches, in-app purchases and registrations to explore and learn from the fluctuating dynamics of the
complex app marketing landscape.”
dynamics of the complex app marketing landscape.
You have also included in the stats a way to determine ‘Loyal Users’, how is that measured, why was that rule chosen? How do you get data?
Clicks on banner ads and app downloads can be misleading metrics. For example, we often observe an order of magnitude difference between different traffic sources in the likelihood that a download interacts with an app long-term. Thus, it is more meaningful to measure users based on some metric of loyalty. For example, did the user return to the app multiple times? Have they made a purchase? Did they register? If you aren’t measuring users based on these types of
questions, then you are not really measuring your ROI.
The exact definition of a loyal user will depend on the specifics of a particular app. For the Cost per Loyal User Index, we found a good trade-off between measuring loyal usage in a way that is general, but at the same time a good indicator of loyal usage for most apps. Specifically, for the index, we have defined a loyal user as a user that launches the app three or more times. We have found that for most apps, such users do have a propensity to engage with the app on a longer term basis.
Who is involved with Fiksu on board level? I serve on Fiksu’s board, along with Jon Auerbach, Guy Bradley and Maia Heymann. For full bios on each of our board members, please visit:
http://www.fiksu.com/company/ board-of-directors
How did Fiksu come about? Was the ‘app user acquisition platform’ the main product you wanted to introduce or was Fiksu created for many products that are in the pipeline? We’re a team of entrepreneurial mathematicians, technologists and online marketing veterans. The company was founded in late 2008 as Fluent Mobile, Inc. and renamed Fiksu, Inc. in 2011 to reflect the significant expansion of our business model.
The Fiksu for Mobile Apps platform was born from the technologies, tools and expertise we developed to successfully promote our own mobile app, the Fluent News Reader. Our app had a very successful launch, but until we
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