以Growth Hack 精神出發的廣告投播策略分享，並以實際案例分享帶出數據分析在行銷推廣上扮演的角色與相關工具分享。 從產品開發到推廣 - 6千萬下載的經營心法 http://www.slideshare.net/PabloJrWhite/kdan-mobile-6 Growth Hack 產品運營與實作 http://www.slideshare.net/PabloJrWhite/kdan-mobile-growth-hack-61183222 官方網站：http://www.kdanmobile.com/ 創意商城：https://creativestore.kdanmobile.com/ 凱鈿雲端：https://cloud.kdanmobile.com/ Hotjar網頁分析工具：https://www.hotjar.com/r/r597674

1. 廣告投播 /廣告營收
/行銷活動分析工具
I-Hsiu Tseng/ Data Analyst at Kdan Mobile Software Ltd.

2. Background
 Kdan Mobile
 Two- year data analytics at Kdan Mobile
 Global ad monetization and ad campaign operation
 Data tracking, monitor and analysis of campaign event
 Tools survey, introduction and model building
 Previous work experience
 Data analyst at technology industry
 M.S. in Public Policy and Management, Carnegie Mellon University, U.S.A.
 B.A. in Economics, National Taiwan University, Taiwan

3. “
”
Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half.
John Wanamaker (1838 ~ 1922)

4. Digital Marketing Era
• 行動端與網頁端留下了數據足跡
• 行銷預算可追蹤轉換數據
• 行銷活動成效可用數據來衡量

5. Use Well of the Third-Party’s Tools
Google Analytics App Store App Annie Google Play
Branch FB Insight FB Audience FB Campaign
Hotjar UMENG AdMob/ AdSense AdWords
User Voice SEO (Outsourcing) Shareaholic Stripe
Parse MailChimp Sendy Typeform

6. Kdan’s Marketing Funnel Strategy
Impression
Reach
Engagement
App Install & Member
Registration
Revenue
Creative
Store
Retentio
n
Referr
al
Flow
Enhancement
Customer
Segment
Customer
Service
Channel
Management
Target Audience
Management
Apple App Analytics : Website Source
Google Analytics : Website Source
SEO, ASO, Google Trend : Keywords
Social Media : Social Media Analytics
Kdan Blog : Shareaholic, Hotjar
Mailchimp : e-Paper
Facebook : Audience & Campaign
Apptimize : A/B Testing
TypeForm : Survey
GA : Track & Analytic
Hotjar: Heatmap, Recording, Funnel
User Voice : User forum
e-mail : Customer Service
App Annie : Product Review
Social Media : Feedback
Parse : Push
Admob : House Ad, In-App Ad
GA : Track & Analytic
TARGET
AUDIENCE
KDAN
USER/MEMBER
Kdan ​Global Marketing and Strategy Team
Marketing Event Lifecycle Funnel Strategy Tools Usage

7. Growth is not a magic, but
an attitude

8. Growth Hack Attitude
社會科學
品質管理 TPS - Kaizen
廣告行銷
成長駭客精神
持續
改善
數據
依據
科學
方式
Source: http://goo.gl/QQ0nN9Source: http://goo.gl/AvyKvz

9. Growth Hack Case Study of Ad
Campaign
• 2015 凱鈿六週年週年活動
• 2015 iAniMagic 行動創作動畫比賽活動
• 2016 服務包訂閱商城投播活動

10. Case 1: 2015 凱鈿六週年週年活動

11. 活動大目標達成方式分配
N 天內達標方式來源
100%
Organic
50%
non-Paid
Campaign
30%
Paid
Campaign
20%
Referral
0%
Ex: 在活動期間增加 10萬會員

12. 付費廣告投播規畫
Paid Campaign
Type
Social Media
Blog Promotion
(5 posts in total)
Post /Tweet
Promotion
Website
Promotion
Landing Page
View
Landing Page
Sign Up
Video
Promotion
Video to landing
page view
Video to landing
page Sign Up
Apps
Downloads
iOS: Cloud App
Series
Android
AdWords
App Turbo
Facebook
Twitter AdWords
Facebook
Twitter
Facebook Facebook

13. 付費廣告投播規畫:主打TA
App User LookalikeUser’s friend
Regular
Contact
Brand New
Paid Campaign
Type
Social Media
已經對公司產品
有印象, 但還不
是會員或使用者
非會員的既有使
用者
既有使用者的朋
友
Website
Promotion
陌生客戶推廣
接洽名單
既有用戶的相似
族群
Video Promotion
公司形象推廣
既有使用者的朋
友
既有用戶的相似
族群
Apps Downloads
較適合陌生市場
開發
考量後續付費回
收,以投播 iOS
為主
活動下載量不如
預期時, 再來補
量
App User
Lookalike
User’s
friend
Regular
Contact
Brand
New
Lookalike
User’s
friend
Brand
New

14. 週年活動汲取經驗
什麼都想要 需要訂定單一明確活動目標
獲取成本太高
善用organic 來源，把重心放在
提升用户活躍度和留存率
圖片單一 須準備充裕的廣告圖/廣告文案
多層轉換流程 Landing Page 的調整與優化
回歸產品本質，
搭配行銷活動

15. 週年活動意外收穫
內部App 團隊，對體驗與扣款流程有兩種看法
先綁信用卡，
才能體驗
強調先體驗，
後購買

16. Case 2: iAnimagic 行動創作動畫比賽活動

17. Case Study: iAniMagic 2015
動畫行動創作作品投稿活動
 從Google Analytics 數據觀察:
 發現Animation Desk 產品/網頁流量來源
 俄語區/東歐區
 公司內部資源：
 具俄語能力的烏克蘭實習生
 善用資源：
 與俄文動畫網站連繫，購買RENDER.RU網站Banner廣告
 結果 ：
 獲得俄語區的送件作品
iAniMagic 2015 Video

18. 活動後的檢視: 簡單回歸模型
Some of the findings:
• The most effective is Push Sent during the first day.
• Push’s finding: according to the model Pushes has effect only for 2 consecutive days
(PushSent1 and PushSent2) after that they are not effective anymore.
• In general, we can assume from analysis that higher effect has campaigns that were
targeting existing users, such as Push Sent1, ePaper Sent, Push Sent2, Blog Post.

19. Case 3: 2016 服務包訂閱商城投播活動

20. Case Study ：商城投播資料追蹤方式
https://creativestore.kdanmobil
e.com/shop/kdan/allaccesspack
/?utm_source=FBCampaign&ut
m_medium=website&utm_cam
paign=StoreAAP2016
https://clo
ud.kdanmo
bile.com/lo
gin/storage
Hotjar Hotjar
https://creativesto
re.kdanmobile.co
m/checkout
https://creativestore.
kdanmobile.com/sho
p/software/free-
trial?info=order_succ
ess
Hotjar Hotjar
FBFB GA
A picture
B picture
Landing
Page
Member
Sign-up
Payment
Page
StripeKdan ID Apple
Download
Page
FB
Campaign

21. Case Study ：商城投播關鍵因素
a/b testing list 透過廣告來測試TA
Re-targeting 善用行銷活動獲得的名單
Landing Page 簡化流程/ 畫面專注性
tracking tools
Hotjar: cross-domain tracking /
Funnel

22. 廣告營收部份 (Ad Monetization)
 廣告營收非主要獲利來源
 當成策略性的工具
 有出付費與免費版本, 廣告是提供升級的誘因之一
 檢視投播廣告來源，取得潛在合作對象
 可獲得國際性廣告大廠合作的機會
 觀察重點
 廣告營收與活躍用戶之間的平衡點
 主要活躍國家的廣告填充率/點擊狀況/價格表現
 a/b testing 優化廣告版位
 一次性把需要的廣告位置塞好，再進行版位開放測試

23. THANKS!