Post by account_disabled on Jan 25, 2024 1:12:48 GMT -6
We continue to publish reports from the summer conference on Internet marketing. In the previous part , we wrote about the flow of online stores from A to Z. Now we move on to reports for contextual advertising specialists from speakers from Netpeak, Digital Chief and Bigl.ua. Reading time: 16 minutes Evolution of the mobile Performance-marketing ad service OLX The evolution of analytics systems Useful tips for product campaigns in Google Adwords How to work with DSA to generate over a million low-cost, relevant clicks. Case BIGL.UA Evolution of the mobile Performance-marketing ad service OLX Alexander Shcherbina, Netpeak Let’s imagine that it’s 2013: Bitcoin costs $100, no one knows who Yura Dud is, rapper Face goes to school, and OLX decides to launch a mobile application. Why: the company is international and operates in more developed markets than Ukrainian, so the team has access to advanced solutions; a business of this size can afford to spend resources on research that helps understand how to change the product. According to CISCO, the market structure is changing towards user mobilization.
From 2012 to Fax Lists 2017, the mobile audience in Ukraine grew sevenfold. 8P 2018 abstracts of reports The product must be available where your customer is. Theodore Levitt In the 8P marketing concept, the third P is “place.” For online business, place is a channel. Your project should be accessible from all devices and platforms. The user history should also be saved. Traffic sources We try to explore new tools and sources almost immediately after they appear on the public. Sometimes this happens during beta testing. We had to abandon several sources, and today we use: Facebook; adwords; DBM - DoubleClick Bid Manager. This may not seem like much, but these three sources are enough even for such a large project as OLX. 8P 2018 abstracts of reports What we measure and how You need to measure something based on two user scenarios - selling and buying. These are two segments that need to be dealt with differently and considered differently, which is what we have been doing for a long time.
But there is one problem: today you sell a drill, tomorrow you rent an apartment, then you choose a cat, then you sell a simulator. The same user can be both a seller and a buyer at the same time - this breaks the concept of working by segments. How we solved this: we combined sellers and buyers into one segment, set up an event in the analytics system, and calculated the engagement users indicator. We also conduct a cohort analysis: we take a cohort and see how it lives within one week after installation. How many of its users are active, and we calculate the final cost of such a user. For a more strategic assessment, we take the same indicator, but not for a week, but for several months. 8P 2018 abstracts of reports What else do we measure: mobile audience capacity; application penetration; growth indicators (DAU/WAU/MAU; CHURN/UNINSTALL); marketing metrics (installs, CPI, conversion to install); positions in Google Play and AppStore.
From 2012 to Fax Lists 2017, the mobile audience in Ukraine grew sevenfold. 8P 2018 abstracts of reports The product must be available where your customer is. Theodore Levitt In the 8P marketing concept, the third P is “place.” For online business, place is a channel. Your project should be accessible from all devices and platforms. The user history should also be saved. Traffic sources We try to explore new tools and sources almost immediately after they appear on the public. Sometimes this happens during beta testing. We had to abandon several sources, and today we use: Facebook; adwords; DBM - DoubleClick Bid Manager. This may not seem like much, but these three sources are enough even for such a large project as OLX. 8P 2018 abstracts of reports What we measure and how You need to measure something based on two user scenarios - selling and buying. These are two segments that need to be dealt with differently and considered differently, which is what we have been doing for a long time.
But there is one problem: today you sell a drill, tomorrow you rent an apartment, then you choose a cat, then you sell a simulator. The same user can be both a seller and a buyer at the same time - this breaks the concept of working by segments. How we solved this: we combined sellers and buyers into one segment, set up an event in the analytics system, and calculated the engagement users indicator. We also conduct a cohort analysis: we take a cohort and see how it lives within one week after installation. How many of its users are active, and we calculate the final cost of such a user. For a more strategic assessment, we take the same indicator, but not for a week, but for several months. 8P 2018 abstracts of reports What else do we measure: mobile audience capacity; application penetration; growth indicators (DAU/WAU/MAU; CHURN/UNINSTALL); marketing metrics (installs, CPI, conversion to install); positions in Google Play and AppStore.