Mobile Growth Hacking w/ Branch Metrics
2 likes669 views
This document summarizes a presentation about mobile growth hacking and deep linking. It discusses what growth hackers do, the app growth cycle of awareness, activation and sharing, and challenges in driving awareness and user retention. Universal links and deep links are introduced as a way to drive users deeper into apps and overcome barriers of app stores. Implementation of deep links involves setting up keys and handling links on mobile and web. Case studies and resources are provided.
![Deepview n. [deep-vyoo]
Definition
A browser-based rendition (splash page) that is visible on desktop or
mobile web, of content that resides within a native app, accompanied by
a deep link that routes the user to the
Origin
First Known Use: New product naming brainstorm session, Branch
offices, Palo Alto, July 2015.](https://image.slidesharecdn.com/cocoaheadstaipeipresentation-150910135700-lva1-app6891/85/Mobile-Growth-Hacking-w-Branch-Metrics-20-320.jpg)
![• Web SDK
Web link, Smart banner, SMS link
• HTTP API
URL endpoint, Bulk link endpoint
• Dashboard
curl -X POST
-H "Content-Type: application/json"
-d '{"branch_key":"key_live_jfdweptNITtAY5HVY3mBSojopgfGf8qQ",
"campaign":"announcement",
"feature":"invite",
"channel":"email",
"tags":["4"],
"data":"{"name":"Alex","email":"alex@branch.io","$desktop_url":"https://branch.io"}"
}'
https://api.branch.io/v1/url
{'url’ : ‘https://bnc.lt/ADaEf23-0’}](https://image.slidesharecdn.com/cocoaheadstaipeipresentation-150910135700-lva1-app6891/85/Mobile-Growth-Hacking-w-Branch-Metrics-26-320.jpg)
Mobile Growth Hacking w/ Branch Metrics
- 1. MOBILE GROWTH HACKING Anny Hsu Cocoaheads Taipei Sep. 15th, 2015 with
- 2. Growth Hacking A marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. -Wikipedia
- 3. What is a Growth Hacker ?
- 4. A person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth. -Sean Ellis A hybrid of marketer and coder, one who looks at the traditional question of ‘How do I get customers of my product?’ -Andrew ChenA growth hacker lives at the intersection of data, product, and marketing. -Aaron Ginn
- 8. But, driving awareness is challenging…
- 9. And, making users actively STAY with your app is even more challenging…
- 10. Universal Links for Mobile Apps ▶ Deep link
- 11. Deep Link A deep link is a hyperlink that instead of linking to a homepage is linking to a specific website or piece of content.
- 12. Deep links go deeper than just to the homepage because they contain all the information to direct you to a specific place.
- 13. App Stores are a barrier for information and analytics.
- 14. Digital Fingerprint • IP address • OS • OS version • Timestamp • Device model • Screen size …and other parameters
- 15. How does Branch matching work?
- 16. Matching Mechanisms • Device fingerprinting Match browser fingerprint and device fingerprint. • Memory-Based Match Technique Save a record of historically matched pairs & IDFA/GAID. • Facebook App Links and Match API Facebook App Links protocol. POST IDFA/GAID and get App Link data. • Google Play INSTALL_REFERRER Broadcast Custom referrer query parameter at the end of Google Play store URL. ex. market://details?id=com.myapp&referrer=deferred_deeplink_stuff
- 18. So how can I use mobile deep links?
- 19. • Content sharing Increase app sessions and reach new users • Rewarded referrals Let existing users be your marketing team • Smart banners Convert web users to mobile • Deep linked ads Track installs and reduce steps to conversion • Deepviews Experience content before install
- 20. Deepview n. [deep-vyoo] Definition A browser-based rendition (splash page) that is visible on desktop or mobile web, of content that resides within a native app, accompanied by a deep link that routes the user to the Origin First Known Use: New product naming brainstorm session, Branch offices, Palo Alto, July 2015.
- 21. Case Studies • Hotel tonight
- 22. Case Studies
- 23. Implementation • Set up URI scheme & keys (Dashboard->Settings) in Info.plist
- 24. • Start Branch session • Handle deep link
- 25. Link Creation • Mobile SDKs • Append query parameters https://bnc.lt/a/key_live_jbgnjxvlhSb6PGH23BhO4hiflcp3y7ky? has_app=yes&channel=facebook&stage=level4&feature=affiliate& og_title=Cocoaheads$mykey=hello_world
- 26. • Web SDK Web link, Smart banner, SMS link • HTTP API URL endpoint, Bulk link endpoint • Dashboard curl -X POST -H "Content-Type: application/json" -d '{"branch_key":"key_live_jfdweptNITtAY5HVY3mBSojopgfGf8qQ", "campaign":"announcement", "feature":"invite", "channel":"email", "tags":["4"], "data":"{"name":"Alex","email":"alex@branch.io","$desktop_url":"https://branch.io"}" }' https://api.branch.io/v1/url {'url’ : ‘https://bnc.lt/ADaEf23-0’}
- 27. FAQ Do I need to pay $$ ? Nope.
- 28. FAQ How accurate is the matching ? Pretty accurate but…it sometimes fails
- 29. However, things change in
- 30. SFSafariViewController • Approach: 1. In the iOS app, create a URL pointing to Branch servers and including a unique identifier for the device, like IDFA. 2. Open the SFSafariViewController and point it to that URL 3. Server-side, the API endpoint receives the IDFA and parses the cookie (if any) sent up with the request. Branch sends down a new cookie if it didn’t exist previously. We now have a link between the user in the browser (cookie) and the user in the app IDFA. ▶ 100% matching
- 31. Resources • Andrew Chen’s Blog • Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising • Branch Blog • Branch Podcast Soundcloud: #MobileFirst by Branch
- 32. Thanks for listening :)