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Paolo Zanzottera en The Inbounder: 'Historia de una app'

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The document discusses the challenges of developing successful mobile apps. It argues that app success in 2016 depends more on the business model than the app itself. Developers should focus on developing a strong business model idea that leverages the mobile platform, rather than just an app idea. The app is presented as a tool to enable the business model, not the central focus. Examples are given of how mobile apps like Uber succeeded due to their innovative business models rather than just their product.

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@zanzottera AN APP STORY PAOLO ZANZOTTERA #theinbounder Ponencia en inglés - Ponte los
Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist
Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist Digital Evangelist
Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist Digital Evangelist Speaker & Author
AN APP An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
But not… An App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
But not… An App Story is not a Love Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
It’s often a nightmare An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
4M Apps in the stores Source: statista.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
kjbkj People Working in the App Economy Source: App Economy Forecasts 2014-2017 | VisionMobile An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
kjbkj People Working in the App Economy Source: App Economy Forecasts 2014-2017 | VisionMobile An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder +800.000 New jobs each year globally
Approaching a starving Market Photo by: Ivars Krutainis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Source: Developer Megatrends 2015 - Vision Mobile Living under poverty line An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Source: appbrain.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Source: appbrain.com 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads Just 3 of 1.000 Paid Apps reached 100.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads Just 1,7% of Free Apps reached 500.000+ downloads Just 3 of 1.000 Paid Apps reached 100.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Stores are huge Distribution Channels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
It’s an old story, but still emblematic An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
It’s an old story, but still emblematic AOL reached 1MU after 9 year An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
It’s an old story, but still emblematic Facebook reached 1MU after 9 months An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
It’s an old story, but still emblematic Draw Something reached 1MU after 9 days An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App success in 2016 is outside the Stores Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn
App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn $120 Bn Market
App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market
App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
App success in 2016 is outside the Stores Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself It's a successful business model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself It's a successful business model where the App is a powerful tool An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
The App is your lever Archimedes: give me a lever and I shall move the world An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
The App is your lever Archimedes: give me a lever and I shall move the world An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Developer: give me an App and I shall move the business plan
Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
You didn’t download Uber for its UI or animations Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
You didn’t download Uber for its UI or animations You downloaded Uber Business Model Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
The App is the door to your business model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Kelly Sikkema
We should not have an “App Idea” An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
We should not have an “App Idea” We should have a “Business Model Idea” An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
We should not have an “App Idea” We should have a “Business Model Idea” considering how the mobile can leverage it An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story Problem: booking medical examinations An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story 2 ways to book: An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story 2 ways to book: Phone Calls Waiting times Office Times Take & Run An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story 2 ways to book: Phone Calls Waiting times Office Times Take & Run Direct Waiting times Office Times Parking & Movement Costs An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story Solution An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story Solution An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
BP Idea: waiting time in marketing time FOTO TOTEM OSPEDALE App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App but for your Business Model, with the App in the centre An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App but for your Business Model, with the App in the centre An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing - OOH An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - OOH An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp Keep your WebApp open and “crawlable" An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp Always track any click to the stores when you’ve the link control Keep your WebApp open and “crawlable" An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Always track any click to the stores when you’ve the link control
App Story - Marketing - Hospital Website
App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
With a web Page Not just Badges and WebApp links App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
You will have more control on the User Agent: Desktop TO WebApp Mobile TO App With a web Page Not just Badges and WebApp links App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
With a web Page Not just Badges and WebApp links Better SEO results App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Same old SEO Strategies
Same old SEO Strategies App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page
App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect
App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect The Wifi Login Page is like Cacio on Maccheroni for an App
App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect The Wifi Login Page is like Cacio on Maccheroni for an App You can measure it accurately with public wifi IP
App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Traditional ASO: Icon, Screenshots, Description, Tag Keyword
App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Traditional ASO: Icon, Screenshots, Description, Tag Keyword App Indexing
App Story - Marketing - ASO & APP Indexing Competitor keyword analysis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - ASO & APP Indexing Keyword ranking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - ASO & APP Indexing Monitor your ranking in your Category An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder App Story - Marketing - Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder App Story - Marketing - Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - Offline Events Monitoring offline events download with hourly ranking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing - Offline&Online Media with no € An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model Out of Home Marketing WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model Out of Home Marketing WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
App Story- Measure An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story- Measure Measure what is measurable and make measurable what is not An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure When you measure an App work on 3 levels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure When you measure an App work on 3 levels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS APP ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS APP ANALYTICS CUSTOM ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Your Distribution Channel is the focus App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Your Distribution Channel is the focus Try to link report to marketing activities App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
Your Distribution Channel is the focus Try to link report to marketing activities Use always campaign tracking links App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Offline Events Offline & Online Media An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Offline Events Offline & Online Media SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Offline Events Offline & Online Media Out of Home SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Offline Events Offline & Online Media Out of Home Offline Events SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Hospital Website Hospital Wi-Fi Offline Events Offline & Online Media Out of Home Offline Events SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Treat your App Store page as a Pre-Conversion Page An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
App Story - Measure - App Store Analytics Compare your Distribution Channels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics DOWNLOAD RETENTION An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics On GP it’s essential to answer and interact with reviews An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics On GP it’s essential to answer and interact with reviews H2H Marketing: Answer to 1 to Inform 100 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics GP provides more quantitative informations compared to Apple An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Apple provides more flexibility in terms of segmentations and date intervals GP provides more quantitative informations compared to Apple An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Store Analytics Apple provides more flexibility in terms of segmentations and date intervals GP provides more quantitative informations compared to Apple GP let you be closer to your audience as you can answer to reviews An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics Fix your KPIs According to your Business Plan An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics Fix your KPIs According to your Business Plan Not Page Tracking is Event Tracking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics Fix your KPIs According to your Business Plan Not Page Tracking is Event Tracking There aren’t magic formulas An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate Smartphones are the real Personal Computers An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate Smartphones are the real Personal Computers App IDs not cookies An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Providers An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Providers Try to understand the context during the App usage An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics KPI: Providers Try to understand the context during the App usage Analytics reports are nothing without analysis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics This is your analytics software An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - App Analytics But Analysts are the real Heroes An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story #1 - Measure Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Booked Medical Examinations
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Searches Unique Searches
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Compared Analysis: Booked vs Searched
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Days between medical examination booked and completed
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Custom Analytics -> Custom Segmentations
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Days between medical examination (for a fee) booked and completed
App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Public Visits distance Days between public medical examination booked and completed
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users 25.000+ Booked Medical Visits
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users 25.000+ Booked Medical Visits 200.000+ Searches
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (qualitative) first 12 months
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+ No show 1% (Hospital 4% - National 10%)
App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+ No show 1% (Hospital 4% - National 10%) Before: my mom booked medical examination for me, now I book them for her
GRACIAS #theinbounder @zanzottera PAOLO ZANZOTTERA

More Related Content

Paolo Zanzottera en The Inbounder: 'Historia de una app'

  • 1. @zanzottera AN APP STORY PAOLO ZANZOTTERA #theinbounder Ponencia en inglés - Ponte los
  • 2. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 3. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist
  • 4. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist Digital Evangelist
  • 5. Board Member & Product Director An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Co-Founder & Digital Evangelist Digital Evangelist Speaker & Author
  • 6. AN APP An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 7. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 8. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 9. But not… An App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 10. But not… An App Story is not a Love Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 11. It’s often a nightmare An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 12. 4M Apps in the stores Source: statista.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 13. kjbkj People Working in the App Economy Source: App Economy Forecasts 2014-2017 | VisionMobile An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 14. kjbkj People Working in the App Economy Source: App Economy Forecasts 2014-2017 | VisionMobile An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder +800.000 New jobs each year globally
  • 15. Approaching a starving Market Photo by: Ivars Krutainis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 16. Source: Developer Megatrends 2015 - Vision Mobile Living under poverty line An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 17. Source: appbrain.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 18. Source: appbrain.com 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 19. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 20. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 21. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads Just 3 of 1.000 Paid Apps reached 100.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 22. 82% of Free Apps receive less than 10.000 downloads Source: appbrain.com 9 of 10 Paid Apps receive less than 1.000 downloads Just 1,7% of Free Apps reached 500.000+ downloads Just 3 of 1.000 Paid Apps reached 100.000 downloads 1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 23. App Stores are huge Distribution Channels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 24. It’s an old story, but still emblematic An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 25. It’s an old story, but still emblematic AOL reached 1MU after 9 year An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 26. It’s an old story, but still emblematic Facebook reached 1MU after 9 months An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 27. It’s an old story, but still emblematic Draw Something reached 1MU after 9 days An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 28. Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 29. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 30. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn
  • 31. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn $120 Bn Market
  • 32. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market
  • 33. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
  • 34. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
  • 35. App success in 2016 is outside the Stores Source: Developer Megatrends 2015 - Vision Mobile App Store Sales $40.5 Bn Contracts $18.5 Bn Other $18 Bn Subscriptions $9 Bn Advertising $34 Bn e-Commerce Products&Services sales $300 Bn $120 Bn Market$300 Bn Market
  • 36. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 37. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 38. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself It's a successful business model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 39. App success in 2016 is outside the Stores Photo by: Chor Hung Tsang It’s not even the App itself It's a successful business model where the App is a powerful tool An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 40. The App is your lever Archimedes: give me a lever and I shall move the world An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 41. The App is your lever Archimedes: give me a lever and I shall move the world An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Developer: give me an App and I shall move the business plan
  • 42. Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 43. You didn’t download Uber for its UI or animations Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 44. You didn’t download Uber for its UI or animations You downloaded Uber Business Model Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 45. The App is the door to your business model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Kelly Sikkema
  • 46. We should not have an “App Idea” An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
  • 47. We should not have an “App Idea” We should have a “Business Model Idea” An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
  • 48. We should not have an “App Idea” We should have a “Business Model Idea” considering how the mobile can leverage it An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler
  • 49. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 50. App Story Problem: booking medical examinations An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 51. App Story 2 ways to book: An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 52. App Story 2 ways to book: Phone Calls Waiting times Office Times Take & Run An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 53. App Story 2 ways to book: Phone Calls Waiting times Office Times Take & Run Direct Waiting times Office Times Parking & Movement Costs An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 54. App Story Solution An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 55. App Story Solution An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 56. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 57. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 58. App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 59. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 60. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 61. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 62. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 63. BP Idea: huge smartphone penetration in Italy App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 64. BP Idea: waiting time in marketing time FOTO TOTEM OSPEDALE App Story An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 65. App Story - Marketing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 66. App Story - Marketing You don’t have to create a marketing strategy for your App An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 67. App Story - Marketing You don’t have to create a marketing strategy for your App but for your Business Model, with the App in the centre An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 68. App Story - Marketing You don’t have to create a marketing strategy for your App but for your Business Model, with the App in the centre An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 69. App Story - Marketing - OOH An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 70. App Story - Marketing - OOH An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 71. App Story - Marketing - WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 72. App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 73. App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp Keep your WebApp open and “crawlable" An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 74. App Story - Marketing - WebApp Always compare your App usage by Platform: App vs Webapp Always track any click to the stores when you’ve the link control Keep your WebApp open and “crawlable" An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 75. App Story - Marketing - WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Always track any click to the stores when you’ve the link control
  • 76. App Story - Marketing - Hospital Website
  • 77. App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
  • 78. App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
  • 79. App Story - Marketing - Hospital Website Take advantage of an estabilished www presence
  • 80. App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 81. With a web Page Not just Badges and WebApp links App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 82. You will have more control on the User Agent: Desktop TO WebApp Mobile TO App With a web Page Not just Badges and WebApp links App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 83. With a web Page Not just Badges and WebApp links Better SEO results App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 84. App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Same old SEO Strategies
  • 85. Same old SEO Strategies App Story - Marketing - Hospital Website An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 86. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 87. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page
  • 88. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect
  • 89. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect The Wifi Login Page is like Cacio on Maccheroni for an App
  • 90. App Story - Marketing - Hospital Wifi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Wifi Login Page Post Login Redirect The Wifi Login Page is like Cacio on Maccheroni for an App You can measure it accurately with public wifi IP
  • 91. App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 92. App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Traditional ASO: Icon, Screenshots, Description, Tag Keyword
  • 93. App Story - Marketing - ASO & APP Indexing An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Traditional ASO: Icon, Screenshots, Description, Tag Keyword App Indexing
  • 94. App Story - Marketing - ASO & APP Indexing Competitor keyword analysis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 95. App Story - Marketing - ASO & APP Indexing Keyword ranking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 96. App Story - Marketing - ASO & APP Indexing Monitor your ranking in your Category An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 97. App Story - Marketing - SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 98. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder App Story - Marketing - Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 99. An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder App Story - Marketing - Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 100. App Story - Marketing - Offline Events Monitoring offline events download with hourly ranking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 101. App Story - Marketing - Offline&Online Media with no € An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 102. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 103. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 104. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 105. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 106. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 107. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 108. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 109. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 110. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model Out of Home Marketing WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 111. App Story - Marketing You don’t have to create a marketing strategy for your App, but for your Business Model Out of Home Marketing WebApp Hospital Website SMM & PR Offline & Online Media Hospital Wi-Fi ASO & APP Indexing Offline Events An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel
  • 112. App Story- Measure An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 113. App Story- Measure Measure what is measurable and make measurable what is not An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 114. App Story - Measure When you measure an App work on 3 levels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 115. App Story - Measure When you measure an App work on 3 levels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 116. App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 117. App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS APP ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 118. App Story - Measure When you measure an App work on 3 levels APP STORE ANALYTICS APP ANALYTICS CUSTOM ANALYTICS An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 119. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 120. Your Distribution Channel is the focus App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 121. Your Distribution Channel is the focus Try to link report to marketing activities App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 122. Your Distribution Channel is the focus Try to link report to marketing activities Use always campaign tracking links App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 123. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 124. App Story - Measure - App Store Analytics Offline Events Offline & Online Media An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 125. App Story - Measure - App Store Analytics Offline Events Offline & Online Media SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 126. App Story - Measure - App Store Analytics Offline Events Offline & Online Media Out of Home SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 127. App Story - Measure - App Store Analytics Offline Events Offline & Online Media Out of Home Offline Events SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 128. App Story - Measure - App Store Analytics Hospital Website Hospital Wi-Fi Offline Events Offline & Online Media Out of Home Offline Events SMM & PR An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 129. App Story - Measure - App Store Analytics Treat your App Store page as a Pre-Conversion Page An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 130. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  • 131. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  • 132. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  • 133. App Story - Measure - App Store Analytics Compare your Distribution Channels An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Measure your Store Conversion Rate
  • 134. App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 135. App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 136. App Story - Measure - App Store Analytics Dig down and down… You could find ancient treasures: Keywords An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 137. App Story - Measure - App Store Analytics DOWNLOAD RETENTION An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 138. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 139. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 140. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 141. App Story - Measure - App Store Analytics On GP it’s essential to answer and interact with reviews An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 142. App Story - Measure - App Store Analytics On GP it’s essential to answer and interact with reviews H2H Marketing: Answer to 1 to Inform 100 An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 143. App Story - Measure - App Store Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 144. App Story - Measure - App Store Analytics GP provides more quantitative informations compared to Apple An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 145. App Story - Measure - App Store Analytics Apple provides more flexibility in terms of segmentations and date intervals GP provides more quantitative informations compared to Apple An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 146. App Story - Measure - App Store Analytics Apple provides more flexibility in terms of segmentations and date intervals GP provides more quantitative informations compared to Apple GP let you be closer to your audience as you can answer to reviews An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 147. App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 148. App Story - Measure - App Analytics Fix your KPIs According to your Business Plan An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 149. App Story - Measure - App Analytics Fix your KPIs According to your Business Plan Not Page Tracking is Event Tracking An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 150. App Story - Measure - App Analytics Fix your KPIs According to your Business Plan Not Page Tracking is Event Tracking There aren’t magic formulas An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 151. App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 152. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 153. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 154. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate Smartphones are the real Personal Computers An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 155. App Story - Measure - App Analytics KPI: Unique (Daily) Users as we need long life cycle of the App Similar to the Web Analytics, but more accurate Smartphones are the real Personal Computers App IDs not cookies An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 156. App Story - Measure - App Analytics KPI: Providers An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 157. App Story - Measure - App Analytics KPI: Providers Try to understand the context during the App usage An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 158. App Story - Measure - App Analytics KPI: Providers Try to understand the context during the App usage Analytics reports are nothing without analysis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 159. App Story - Measure - App Analytics This is your analytics software An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 160. App Story - Measure - App Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 161. App Story - Measure - App Analytics But Analysts are the real Heroes An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 162. App Story #1 - Measure Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder
  • 163. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Booked Medical Examinations
  • 164. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Searches Unique Searches
  • 165. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Compared Analysis: Booked vs Searched
  • 166. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Days between medical examination booked and completed
  • 167. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Custom Analytics -> Custom Segmentations
  • 168. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Days between medical examination (for a fee) booked and completed
  • 169. App Story - Measure - Custom Analytics An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Public Visits distance Days between public medical examination booked and completed
  • 170. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months
  • 171. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download
  • 172. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp
  • 173. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users
  • 174. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users 25.000+ Booked Medical Visits
  • 175. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (quantative) first 12 months 20.000+ Download 50.000+ Unique User on the WebApp 20.000+ Registered Users 25.000+ Booked Medical Visits 200.000+ Searches
  • 176. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Results (qualitative) first 12 months
  • 177. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months
  • 178. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++
  • 179. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+
  • 180. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+ No show 1% (Hospital 4% - National 10%)
  • 181. App Story - Results An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder Paid Medical Visits 50%+ vs Public Health Visits Results (qualitative) first 12 months +++CUP Productivity+++ Paid Medical Visits via Cup 30%+ No show 1% (Hospital 4% - National 10%) Before: my mom booked medical examination for me, now I book them for her