CASE STUDY: DRIVING ROI AND GROWTH
Background
A new social app was launched with the goal of bringing people with shared interests together and establish a profitable freemium subscription model that generates a positive return on investment (ROI). The company's objective is to reach a substantial user base within the first year of its launch.
Due to the lack of additional investment options, it’s important for the app to quickly build a ROI-positive model, making the rapid growth of its user base a top priority. To achieve this goal, the company is focused on creating a valuable and engaging user experience that will drive adoption and retention.
Challenges
As the app was built from scratch, there were a couple of challenges from the beginning:
No analytics infrastructure: the company had no analytics infrastructure.
No pre-existing pricing model.
No historical data: ss the app was new, they did not have any data on user behaviour and demographics.
Limited time: as the company did not have additional investment options, it was required to drive positive ROI in a prompt manner.
Solution & Results
The New Normal Analytics delivered a complex solution in order to overcome challenges:
A new analytics infrastructure was built quickly to support the app's needs.
Multiple A/B tests were conducted to fine-tune the freemium subscription model, ensuring that it was ROI-positive.
User install attribution was set up, allowing the app to accurately track the sources of its installs and optimise its marketing spend.
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