1. USER ACQUISITION STRATEGY FOR MOBILE
APPS
IN VIETNAM MARKET
Presented By: Mr. Quoc Nguyen
Gmark Corporation

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AGENDA
1. GMARK’S OVERVIEW
2. MARKETING CHANNELS FOR MOBILE APPS
3. KEY INDICATORS
4. EFFECTIVE MEASUREMENT TOOLS
5. EFFECTIVE MODEL

3. 1. GMARK’S OVERVIEW

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MMA Members
Products
C
U
S
T
O
M
E
R
S
P
A
R
T
N
E
R
S

6. 2.MARKETING
CHANNELS FOR MOBILE
APPS

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– Facebook &
Google Adwords:
biggest traffic
– Local Adnetworks
– Wap Master
– Official Mobile
App Store: Google
Play, App Store
WAP
Price
Number of downloads
MARKETING CHANNELS FOR MOBILE APPS

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680,000,000 Mobile users
Dis: CPC, high cost (?) Dis: CPC, click by accident  conversi
Ad: some accept CPI
Dis: small, depends on apps/games
appropriateness
Ad: revenue share 
Dis: small, risks of recoded
apps/games

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– Official Mobile App Store:
• Advantage: huge number of users
access the official stores everyday,
get your app on the top also
means you have chance to get the
big number of organic installs.
• Disadvantage: not easy to get on
top because of 2 reasons:
* Many apps have been uploaded
to Stores everyday
* Unpredictable arranging method
of Stores
- Recommended apps
- Top new trends
- Top downloads
- Similar apps

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3. KEY INDICATORS

13. The Big Big Gotham Black Headline Goes HereKEY INDICATORS
• Click/Impression - CTR (Click through
rate) – The accuracy of target and the
efficiency of displayed messages
• Installation/Click - Conversion rate –
The similarity between displayed
message and the real content
• Session duration - The attractiveness /
appropriateness of the application to
users.
• Active User (DAU, WAU) - Depends on
the clear messages while advertising and
interesting contents to keep users with
apps/games or ready to pay out
• ARPU - Final result to evaluate the
success of campaigns.
Click
Installation
Active
Users
Core
Users

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4. EFFECTIVE
MEASUREMENT TOOLS

15. The Big Big Gotham Black Headline Goes HereEFFECTIVE MEASUREMENT TOOLS
• Measurement is a very important issue for
all Marketing campaigns to evaluate and
filter the best appropriate channels
• High installation rate, low rate of active
users  wrong target
• High installation rate, low ARPU  inexact
core users

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Channel 1
Channel 2
Channel 3
10,000
installs
6,667
installs
5,000
installs
1,000 Users
3,333 Users
2,500 Users
100 Pay
1,000 Pay
1,750 Pay
$1/CPI
$1.5/CPI
$2/CPI
10%
50%
50%
10%
30%
70%
$50
$50
$50
$5,000
$50,000
$87,500
$10,000

17. The Big Big Gotham Black Headline Goes HereEFFECTIVE MEASUREMENT/TRACKING TOOLS
Tracking Tool Advantage Disadvantage
Google Analytics
- Free
- Support multiple parameters
- Only track CPI on GG Play
Store
- Accuracy ~ 80%
Appsflyer
- Track CPI on both App Store and Play Store
- High accuracy
- Linked with Facebook
- Pay per installation / pay per paid installation
- Cost of money
Mobi App Tracking
- Track CPI on both App Store and Play Store
- High accuracy
- Linked with Facebook
- Pay for event: Click, install, register
- Cost of money
- Not going with Facebook

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5. EFFECTIVE MODEL

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Your game: Supper Star
Expected User: 100k DAU
Expected revenue:
$5,000/day.

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25. The Big Big Gotham Black Headline Goes HereEFFECTIVE MODEL
Recommendation from Gmark
1. Quickly get your apps at 5,000+, 10,000+ or
50,000+ downloads
2. Sharping your apps, target users as you wish to get
3. Build up relating campaigns to keep users with you
(promotion, competition...)
4. Pay attention to your final target, step by step burst
out your KPIs
5. Call me for cheering up (optional) 

26. The Big Big Gotham Black Headline Goes HereIncentive channel’s benefits
– Incentive installation
• Advantage:
make a boom
for app
installation in a
very short time
 support ASO
 get organic
downloads
• Disadvantage:
Vietnamese
incentive
channels cannot
provide the
necessary
number of
installations.
Low rate of real
users

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0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
BigKool-Online or Bigkul
GP Total DL AdLatte DL User
App: BigKul
OS: Android
Order: 7,000 CPI
Result:
- 4,262 installation from
AdLatte in 1st days
- 7,006 Installation from
AdLatte after 10 days
- Total Download on GP:
12,438 after 10 days
- 5,920 registered users,
- Register/AdLatte
Download: 83%
Case Study

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Thank You For Your Attention!
Gmark JSC
Contact email: quoc.nguyen@gmarkcorp.com
Skype: nguyen.quoc4