The Future of App Measurement

The app market in the Asia-Pacific area is prosperous, with incomes nearly repetition since 2019 and probable to spread new heights. For businesses pointing to exploit on this chance, make the most of return on investment is important. But, developing privacy guidelines have made the dimension of marketing success more challenging by warning data collection.

Marketing Mix Modeling (MMM)

It is developing as a powerful tool for app businesses to direct these challenges. By present a complete examination of how marketing spend effects sales, MMM enables businesses to enhance their budgets and energy growth.

Why MMM is Important for App Businesses

1. Sustainable, Privacy-Centric Measurement

MMM trusts on aggregated data, including publicity impressions, spend, income, and industry trends, to assess marketing movements. This method safeguards obedience with privacy principles, providing a tough and future-proof method for gauging marketing effectiveness.

2. Holistic View for Informed Decisions

MMM considers a extensive range of issues that affect income, such as advertising, product updates, seasonality, and competitor actions. By offering a complete picture of what drives customer attainment and engagement, MMM allows businesses to make well-informed marketing decisions.

3. Data-Driven Inexpensive Optimization

Beyond performance insights, MMM can suggest data-driven budget adjustments to optimize the allocation of resources, helping businesses achieve the highest ROI on their marketing spend.

Case Studies: Successful Implementation of MMM

Aloha Factory’s Sustainable Growth Strategy

Korean gaming company Aloha Factory sought to grow its business sustainably while adapting to privacy regulations like Apple’s App Tracking Transparency policy. With the help of Airbridge, a measurement company, Aloha Factory implemented an MMM that analyzed media impressions and contextual factors such as weather and COVID-19 infections. The results revealed that 37% of its app installs came from Google App campaigns, a significant increase from the 13% estimated by traditional last-touch attribution methods.

This comprehensive view allowed Aloha Factory to run simulations for optimizing budget allocation. One simulation predicted that with the same budget. the total cost per install could decrease by 24%, while app installs could increase by 31%. Youngjin Choi, Business Team Lead at Aloha Factory, noted, “Using MMM helped us cope with a rapidly changing marketing environment for privacy.”

Amanotes’ Customized MMM for App Growth

Amanotes, a leading gaming app publisher in Southeast Asia, needed a holistic, privacy-centric method to assess its is campaign performance. Collaborating with Airbridge and Google, Amanotes developed a custom MMM tailored to its unique business structure. This model considered multiple revenue layers, media variables, and contextual factors such as market share and seasonality.

The MMM revealed that App campaigns were Amanotes’ most effective channel, contributing to 28% of total media revenue. This insight enabled Amanotes to identify a strategy for increasing revenue by 12% without raising its budget. Truong Do, User Acquisition Center of Excellence Lead at Amanotes, emphasized the importance of MMM, stating, “With MMM we can now see the relationship between different marketing channels which is becoming more complex and critical in the privacy-centric era.”

The Path Forward: Embracing MMM for App Growth

Marketing Mix Modeling is shaping the future of app. Measurement and growth, by offering a privacy-centric and durable solution for optimizing marketing performance. By partnering with experts to develop a custom MMM, businesses can gain a holistic understanding of their marketing. Effectiveness and make informed decisions to maximize their budgets for greater results.