Channel Effectiveness

We are learning all the time at Mippin in a large number of different areas and benefit from considerable feedback from our users and also from friends and fellow mobile industry cohorts. In this post we look at and share some data regarding the effectiveness of different channels in creating repeating Mippin users.

As in our Deep Dive on Devices post we have rated the top channel (on this metric) with 1 and then all other channels as a quotient of that channel. So, something with a score of 0.50 is half as effective as the leading channel.

In this post we are only looking at the most effective channel in creating repeat usage of Mippin. You should feel free to use this data to help you inform your own decisions if it is relevant but it is not the whole story - this does not represent the total cost per acquisition of a repeating user.

The best example is the suggestion that someone accessing Mippin through an SMS promotion. This table shows that once someone visits Mippin they are a little more than half as likely to become a repeating user than someone beginning the same journey through Getjar. BUT the number of SMSs you need to send out to bring one initiation probably means that this is going to be a far higher cost per acquisition then any other channel on this list.

Other interesting points:
- AdMob appears to have the beating of Google in the UK and the US; but quite the reverse in India
- Publisher promotion and Word of Mouth give the user the most context about what they are about to view and as a result more likely than all bar Getjar to create repeat usage
- Getjar is chock-full of early adopters who are extremely willing to experiment with mobile services