Meaghan Fitzgerald, 23 Snaps on App Marketing KPIs and Data at APS2014

23 Snaps Logo
23 Snaps‘ Head of Operations and Marketing, Meaghan Fitzgerald, spoke at the App Promotion Summit in London this year on key performance indicators and data. Founded in 2012, 23 Snaps allows users to create and share memory books containing videos and photos of their friends and families.

23 Snaps’ Meaghan Fitzgerald talks key performance indicators

Meaghan started the presentation by breaking down user acquisition into three ideas: channel, cost and demographic. She stated the importance of knowing where users come from, as well as knowing the demographic they belong to. User engagement and retention was broken down into the following sectors: events, retention and virality. The message here for app marketers was that they should be asking themselves if their users are doing what they want them to do. Meaghan split lifetime value (LTV) into two distinct elements: the total revenue gained and the demographics of the users generating that revenue. Meaghan advised app marketers to work out who was making them money and to focus on them. She listed a number of data tracking tools, including Google Analytics and Flurry, and gave pros and cons for each of them. The presentation was concluded with a section on what to do with the data once it’s been acquired, such as marketing to existing users, attracting more of the best users and improving the overall product.

23 Snaps’ Key Performance Indicators and Data Presentation

You can check out 23 Snaps’ presentation and slides below:

The Twitter Reaction

Here’s a few tweets from the App Promotion Summit on the presentation.

Meaghan was also able to share the news they’d been featured by Apple that day on the App Store – so her approach clearly does work!

Thanks to Meaghan and 23 Snaps for giving such an interesting talk. You can find more coverage of App Promotion Summit London 2014 here and we’ll be releasing the video and audio recordings of the event soon.