Growth Tribe has invited Andy Carvell who is leading the User Retention team at SoundCloud as part of the growth organisation, to present his holistic approach to mobile growth and how he applied his Mobile Growth Stack framework at SoundCloud. Livestream video: https://www.youtube.com/watch?v=KJiUcSPJyGY Twitter: https://twitter.com/andy_carvell Growth Tribe: http://growthtribe.io/

1. Approaching Growth
Holistically
Andy Carvell
soundcloud.com/acarvell
@andy_carvell

2. Designed and built for
Creators
Tools to engage with their
Audiences
For everyone
Everywhere

5. MOBILE GROWTH STACK
Acquisition
Engagement
&
Retention
Monetization
Analytics
Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
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Community
Mobile growth stack v2.1 @andy_carvell

6. ANALYTICS
Analytics
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling

7. ANALYTICS

8. ACQUISITION
Acquisition Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g

9. A/B TESTING OF APP STORE ASSETS

11. CROSS-PROMOTION

12. INTEGRATIONS TO DRIVE VIRALITY

13. CARRIER + OEM PARTNERSHIPS

14. ENGAGEMENT &
RETENTION
Engagement
&
Retention
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
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g
e
t
i
n
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Community

15. ONBOARDING
Targeted drip-campaign, delivered as an in-app interstitial,
to increase week1 retention by driving ‘like’ action.

16. ONBOARDING…

17. TRANSACTIONAL
NOTIFICATIONS
Likes
Reposts
Tracks
Follows
Notifications
Service
Push
Email
Native

18. LifeCycle Comms

19. MONETISATION
Monetization
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
R
e
t
a
r
g
e
t
i
n
g

20. MONETISATION

24. RETARGETING
Targeted visitors to
the pro page who hadn’t
upgraded their plan.
Drove additional subscriptions
at ROI-positive prices.
Scaled channels that worked:
Twitter and Google Display
Network.

25. Q & A

26. Andy Carvell
soundcloud.com/acarvell
@andy_carvell
Thanks!