Lowering the cost of paid installs: The essential connection between paid and organic campaigns (webinar)

Join us for this live webinar on Thursday, February 26th at 10 am Pacific, 1 pm Eastern. Register here for free.

News alert: paid install campaigns and organic installs are not separate and distinct. And if you’re treating them this way, you’re likely failing to maximize both. Even possibly spending more on your paid campaigns than necessary.

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Whether you’re a large brand trying to connect with customers through a mobile app, or a small developer working to gain traction with a mobile game, user installs are mission number one. And while the typical approach is to set aside budget for paid acquisition campaigns while steadily harvesting organic installs, they’re usually kept on opposite sides of the net.

In this must-attend webinar, Ian Sefferman from TUNE will be sharing the research that has quantified the correlation between paid and organic installs. Joining him will be Christian Calderon from DOTS who will be using his massive background in mobile marketing and predictive modeling for freemium games to show how this correlation works in practice, using real-life examples.

The research determined exactly how many organic installs an app can expect to see for every paid install, or what TUNE calls the ‘multipler.’ It also revealed that there’s a big spread between different app categories. Some categories have a far higher multiplier effect, and some lower — and those findings impact strategies for both paid and organic.

The correlation works in reverse as well. By examining the compound effect of organic installs, you can actually lower your total effective cost of a paid acquisition campaign. Funnel metrics will increase, and total acquisition costs drop. A win-win in both directions.

What you’ll learn in this webinar: 

• For every paid install, how many organic installs an app can expect to see
• How the multiplier effect impacts app categories differently
• How organic installs and engaged users affect your paid strategy and spend
• Best-practice examples on what really works to maximize both organic installs and paid campaigns for highest yield

Speakers:

Ian Sefferman, General Manager, TUNE App Store Analytics Ian joined TUNE in 2014 through the acquisition of MobileDevHQ, the leading organic app marketing solution which he founded. MobileDevHQ was a member of the TechStars Seattle class of 2012. At TUNE, Ian is responsible for helping customers understand and improve their unpaid mobile marketing channels. Prior to starting MobileDevHQ, he joined Amazon in 2006 as a Software Engineer. Ian is originally from Detroit, MI and attended University of Chicago, concentrating in Computer Science.

Christian Calderon, Head of Marketing, DOTS Christian is a data-minded marketer with a passion for econometrics and video games. His professional specialty lies in mobile marketing and predictive modeling for freemium games. Currently, he is the Head of Marketing at Dots. Since joining, DOTS has more than tripled its install base across the Dots mobile games network.

Moderator: 

Wendy Schuchart, Editor and Analyst, VentureBeat  Wendy is a technology journalist with more than a decade experience in enterprise IT. Most recently, Schuchart was the senior site editor of TechTarget’s CIO Media Group. She has also served as section editor for UBM’s Network Computing and Secure Enterprise. She is a frequent contributor to InformationWeek, Network Computing, Green Data Center, Wikibon and other leading tech publications. She holds a Masters from the University of Wisconsin – Milwaukee.

Register here for free. 

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This webinar is a co-production between VentureBeat and TUNE.