title: ÐÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² ÐºÐ°Ðº Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÑÐ° Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: User acquisition and retention for mobile app growth
Creators: name: Ð¯Ð½Ð¾Ð²Ð¸Ñ, ÐÐ°ÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ðµ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ
Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹
ÑÐ´ÐµÑÐ¶Ð°Ð½Ð¸Ðµ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½ÑÑ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹
ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð±Ð¸Ð·Ð½ÐµÑÐ°
mobile app
user acquisition
user retention
mobile app marketing
business growth

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐµÐ¹ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ c ÑÐµÐ»ÑÑ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐ¨ÐÐ. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ, Ð¿ÑÐ¾ÑÐ¾ÑÐ¸Ð¿Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð¼ÐµÑÐ¾Ð´ Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ, Ð¸Ð·Ð¼ÐµÑÐµÐ½Ð¸Ðµ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð²ÑÑÐ²Ð»ÐµÐ½Ð¾ Ð½Ð¾Ð²Ð¾Ðµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ â Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ðµ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ, ÑÐ°Ð½ÐµÐµ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÑÐµÑÐµÐ· Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½ÑÐµ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ Ð² Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ðµ Ð²ÐµÐ»Ð¸; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÑÐ¾ÑÐ¸Ð¿ Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ, Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐµ ÑÐ°Ð·Ð´ÐµÐ»Ñ; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð»Ð°Ð½ Ð½Ð° ÑÐµÑÑÐ¾Ð²ÑÐ¹ Ð·Ð°Ð¿ÑÑÐº Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²ÑÑ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ ÑÐµÑÐµÐ· Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ðµ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ; â Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð´Ñ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² ÑÐµÑÐµÐ· Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ðµ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ; â Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ Ð°Ð²ÑÐ¾ÑÑÐºÐ¸Ð¹ Ð¼ÐµÑÐ¾Ð´ Ð¼Ð¾Ð½ÐµÑÐ¸Ð·Ð°ÑÐ¸Ð¸ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ, Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÑÑÐµÐºÑ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð°Ð²ÑÐ¾ÑÑÐºÐ¸Ð¹ Ð¿Ð¾Ð´ÑÐ¾Ð´ Ðº Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° ÑÐµÑÐµÐ· Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ðµ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ figma (Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐµÑÐ²Ð¸Ñ Ð´Ð»Ñ Ð¿ÑÐ¾ÑÐ¾ÑÐ¸Ð¿Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ), Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½ÑÐµ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ (Stanford Mobile Ð¸ Ð´Ñ). ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study to identify possibilities of mobile app for the purpose of increase user acquisition and retention for business growth. The study was carried out on the basis of GSIM. Research subject: user acquisition and retention. Research methods: analysis, comparison, prototyping, in-depth interview method, measurement. The main results of the study: â a new direction of the organizations promotion activity has been revealed â mobile user acquisition. Previously, organization did not been promoted through a mobile app; â a prototype of a mobile application has been developed, and the main functional sections have been proposed; â user acquisition media plan has been developed for the test ad campaign launch of educational services through a mobile app; â the methods of user retention through a mobile app are proposed; â the authors method of monetization of the mobile app is proposed, the economic effect is justified. Application field: the organizations activities in the field of mobile digital marketing. The scientific novelty of the study is the authors approach to the user acquisition and retention for users of the universitys educational services through a mobile app. Information technologies figma (online service for interface development and prototyping), mobile apps (Stanford Mobile, etc.) were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.