Steps taken to launch
Color Collab worked with all of AGN’s departments for 8 weeks leading up to the launch. The following steps were taken with each department to prepare for an efficient app launch:
Develop art assets with the Creative department
Set up media accounts with their dedicated account manager in the Customer Success department
Develop and implement app store metadata and localization with the ASO department
Create event taxonomy to structure their in-app events and set up their funnels in analytics dashboards with the Data & Analytics department
Questions AGN answered to identify the right positioning for customer success
What is the most important part of a campaign & what could go wrong in this area?
Positioning is everything. An app must pair with the right audience, which needs to be researched and identified. The client must target the right users, understand their needs and clearly communicate why their product has a better solution for their needs.
In the case of Color Collab, this involved targeting some communities in which they had contributing artists—like in the Tattoo genre—in order to narrow down the market. At the same time, it was important to balance it out and not miss potential opportunities by making the target too narrow.
What have we seen go wrong with previous clients?
Judging too early causes errors due to low statistical significance and assumptions that some data may not work. But you also don’t want to be too late because that leads to harmful budget losses.
Touching the campaigns too frequently also hurts the machine learning algorithm, so it’s important to allow sufficient time and allow the pool of users to do its job and make decisions based on cohorts of users with certain characteristics.
We also have seen cases in which the SDKs may not work, which causes us to lose tracking and leads to delays in the campaign performance.
What exactly will we be doing and when?
AGN has a process by department as seen in the example below. The flow depends on what stage of the app we are dealing with for every client.
How is AGN different from other companies in the market?
We are very product centric. We are not a performance marketing agency. We are a full stack growth agency that prioritizes the product life cycle first.
The app pulse is very important to us, which is the ratio of gain over churn. Some apps need retention more than acquisition, some apps need acquisition more, and some need both simultaneously!
We dont make money on commissioning the first part of media—our success comes from growing with our clients together. Once an app is successful enough to increase their budget because their app pulse is healthy, that’s where we focus on the “hockey stick” growth curves
Who will be working on this project and what is their experience level?
In the case of Color Collab, they worked with our Creative team, Customer Success and Analytics team. Every AGN specialist is educated and experienced in the app world, tech savvy, and selected carefully due to their experience with either digital marketing for mobile products or for their statistics and analytical expertise.
What specific KPIs will you be looking at to monitor success?
CPI, CPE, ROAS, Retention Day 1, 7, 14, pulse, churn rate, subscription ratios
How did AGN help Color Collab to get to 100,000+ downloads within 6 months after launch?