Jérôme Perani – Growth & Partnerships VP at Altice Média explains during the Digital Analytics Forum 2019 how their teams increased app visibility across their numerous stores, while accelerating the metrics-action cycle within a group of 1800 employees and 1000 journalists

1. PA R I S
1 4 n o v e m b r e 2 0 1 9

2. MOBILE STRATEGY:
Dumb metrics to make you smarter
Jérôme Perani
VP Growth & Partnerships at Altice Media

3. ALTICE MEDIA GROUP IN FRANCE
1 800 employees
Key figures:
> 1000 journalists
15 TV channels
2 radio stations
2 press titles

4. AGENDA
1. FRENCH NATIONAL NEWS APPS : 2014-2019
2. KEY SUCCESS FACTORS

5. AGENDA
1. FRENCH NATIONAL NEWS APPS : 2014-2019
2. KEY SUCCESS FACTORS

6. APPS ARE GENERATING A TSUNAMI OF KPIS
Source : https://mobiledevmemo.com/the-uncomfortable-tension-between-brand-and-performance-marketing-on-mobile/
April 29, 2019

7. 3 KPIS TO REPORT MEDIA APP PERFORMANCES TO YOUR CEO
› DAILY SESSIONS
› MONTHLY FREQUENCY = SESSIONS / MONTHLY ACTIVE USERS (MAU)
› STICKYNESS = DAU / MAU

8. WHY DAU / MAU IS SO IMPORTANT ?
MARCH 2004 : 65 %
MARCH 2019 : 66% !!!
Source : FACEBOOK – Worldwide data
Source : ACPM based on SNAPCHAT– France data
SEPTEMBER 2019 : 61% !!!

9. FRENCH NEWS APPS : HISTORICAL TRENDS
DAILY SESSIONS (MILLIONS) FROM 2014 TO 2019
3,2
3,7
4,3
4,8
4,4 4,4
0,6
0,6
0,7
0,8
0,6 0,6
2014 2015 2016 2017 2018 S1+T3 2019
3,8
4,4
5,0
5,5
5,0 5,0
Source : ACPM
MOBILE
TABLET

10. FRENCH NEWS APPS : HISTORICAL TRENDS
FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019
12,9
14,2
15,7
16,4 16,6 16,4
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE+
TABLET
Source : ACPM

11. FRENCH NEWS APPS : HISTORICAL TRENDS
FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019
13,5
15,3
16,9
17,4 17,5
17,1
10,3 10,1
11,1
12,1
12,4
12,7
12,9
14,2
15,7
16,4 16,6 16,4
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE
TABLET
MOBILE+
TABLET
Source : ACPM

12. FRENCH NEWS APPS : HISTORICAL TRENDS
STICKYNESS (DAU/MAU) FROM 2014 TO 2019
23,9%
25,1%
26,4%
27,8%
28,9% 28,9%
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE+
TABLET
Source : ACPM

13. FRENCH NEWS APPS : HISTORICAL TRENDS
FREQUENCY (SESSIONS/MAU) FROM 2014 TO 2019
24,4%
26,2%
27,6%
28,7%
29,7% 29,5%
21,8%
20,8%
21,8%
23,6%
24,6%
25,6%
23,9%
25,1%
26,4%
27,8%
28,9% 28,9%
2014 2015 2016 2017 2018 S1+T3 2019
MOBILE+
TABLET
MOBILE
TABLET
Source : ACPM

14. FRENCH NEWS APPS : HISTORICAL TRENDS
WRAP UP
FROM 2014
TO 2019
SESSIONS +32%
FREQUENCY +27%
STICKYNESS +21%
Source : ACPM

15. AGENDA
1. FRENCH NATIONAL NEWS APPS : 2014-2019
2. KEY SUCCESS FACTORS

16. KEY SUCCESS FACTORS TO EXPLAIN MEDIA APP GROWTH
PUBLISHERS ARE WORKING A LOT !
APP STORE OPTIMISATION BETTER ONBOARDING
ENHANCED PUSH
NOTIFICATION & IN APP
MESSAGES STRATEGY
NEW TOOLS TO
ACCELERATE THE
[METRICS->ACTION] CYCLE

17. ASO IS A NEW DISCIPLINE AND REQUIRES DEEP EXPERTISE…
Source : Enric Pedró, CMO at Lab Cave, presenting at Mobile Spree Berlin 2019
https://www.slideshare.net/adjustslides/improving-your-profitability-success-and-organic-traffic-through-aso

18. … AS APP STORES ARE CHANGING A LOT
APP SUBSCRIPTION OFFER ARTICLE !

19. › EXPLANATION OF THE VALUE PROPOSAL OF THE APP
› COLLECTION OF USER DATA CONSENTS (new in 2019)
› REGISTRATION TO PUSH NOTIFICATION SERVICES
› DO NOT DISPLAY INTERSTITIAL DURING THE 1ST SESSION !
ON BOARDING : THINK ABOUT THE END USER
it's vital to optimize your app's first-time user experience

20. ON BOARDING : THE WASHINGTON POST

21. ON BOARDING : THE NEW YORK TIMES

22. PUSH NOTIFICATION STRATEGY IS A STICKYNESS ENGINE…
PUSH IS NOT A BREAKING NEWS SERVICE, IT IS A MOBILE CRM CHANNEL
› SEGMENTATION DEFINED BY
THE EDITORIAL TEAM
› SEGMENTATION BASED ON
USER PROFILE & BEHAVIOR
› RETARGETING CAPACITIES

23. … BOOSTED BY IN APP MESSAGES
EDITORIAL GOAL MARKETING GOAL VERY HIGH CTR
UP TO 18%

24. › ASO
› MOBILE CRM
› ATTRIBUTION
› ANALYTICS
IMPROVED TOOLS TO BETTER UNDERSTAND THE USER LIFECYCLE…
APP MARKETING STACK OF THE MEDIA BRANCH OF ALTICE FRANCE
COHORT ANALYSIS

25. …AND TO IMPROVE EFFICIENCY OF THE USER JOURNEY

26. NEXT CHALLENGE FOR PUBLISHERS
ALL WORLD CLASS APPS HAVE BUILD
APP BUSINESS INTELLIGENCE PLATFORM
WARNING:
ENGINEERING REQUIRED
Source : https://useracquisition.com/half-assed-to-world-class-part-2/

27. Jérôme Perani
VP Growth & Partnerships @ Altice Media