Phuc.Truong@mobext.com

Mobile Analytics: Why it Matters

by Arthur PolicarpioHead of MobextAsia-Pacific

The world’s largest mobile marketing agency network

Canada

USA

Latam

Mexico Brazil Chile Argentina Colombia

EMEA UK France Spain Portugal Poland

Asia Pacific India Philippines Singapore Malaysia Indonesia China Vietnam Hong Kong Australia

21 offices worldwide and growing

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Phuc.Truong@mobext.com

Full Service Agency

DEVELOPMENTSITE & APP

MEDIA PLANNING& BUYING

EMERGINGTECHNOLOGIES

SOCIALLOCATION DISPLAY/RICH MEDIA

VIDEO/GAMES

SEARCH

SMS/IMAGE RECOGNITION

AUGMENTEDREALITY

QR/2D/BAR CODES

MULTIPLATFORMAPPS

If mobile is big, where’s the

money?

Advertisers know it’s big.

invest in mobile

48% 40%mobile will be more important

than radio in 2 years

53%say mobile will be as equally important as TV in 2 years

62%say mobile will be as equally

important as outdoor in 2 years

38%say mobile will be more important than print in 2

years.

Why aren’t we spending more?

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Lack of reliable framework for measuring success (63%)

Why Analytics Matters

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Did the campaign work?

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How much do I spend on mobile?

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Awareness

Consideration

Active Evaluati

on

PurchasePost

Purchase Experienc

e

Loyalty

Loop

WOM

Integrate mobile in the consumer path to purchase

Let’s Learn through Cases

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Awareness

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• Php500,000 to reach 500,000 mobile users Hello Arthur, Baby & Co is

celebrating its 5th year anniversary with a special

sale on July 31 in all branches. Get up to 50% discount for your 1-month

baby , Stella.

SMS Broadcast to Opt-In Database

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• Effective Cost per Impression

• Cross Media Comparison

• Payout Analysis

Was it Worth it?

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• 500,000 consumers reached

• x 90% open/read the message

• x 50% recall key content of the message

• = 225,000 effective reach

• Php2.22 effective cost per impression

Mock Data

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• Claimed Circulation = 250,000

• % of readers who see the ad = 50%

• % who recall key content of the ad = 50%

• = 62,500 effective reach

• Investment = Php250,000

• Php4 effective cost per impression (vs. Php2.22 for mobile)

Compare vs. Other Media (eg, Print)

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• 225,000 effective reach (mobile)

• x 2 % actually visit the store

• 4,500 store visits

• x Php 500 spend per visit

• Php2.25M gross revenue

• x 40% gross profit margin

• Php900,000 gross income (vs. Php500,000 spend)

Payout Analysis

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Trial

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Mobile Coupons

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• 100,000++ coupons redeemed @Php250/coupon

• Php25M in mobile-driven revenue

Mock Data

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15%-20%Revenue to Spend ratio for

mobile vs. print coupons

Mobile vs. Print Coupons

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Consideration

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• Challenge

• increase consideration for loan products

• Solution

• invest in (mobile) search, create mobile landing page to generate leads

Mobile Search

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• 1 million impressions

• 20,000 clicks/visits to mobile site

• 1,000 leads

• Budget: Php1M

• (50% on search, 50% on production of landing page)

The Facts/Results

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• 1,000 leads

• x 5% closing rate

• 50 auto loans sold

• x Php500,000 average loan value

• x 6% interest rate/year

• x 5 years

• Php7.5M interest income(vs. Php1M investment)

How do we measure success?

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Purchase

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• Challenge

• Generate pizza sales even in non-peak hours

• Solution

• launch mobile commerce app where you can order pizza through your mobile device

Mobile Commerce

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• 500,000++ downloads

• 10 million pounds worth of pizza sold in 1 year

Actual Data

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• Php5 million spent on production + marketing

• 10,000 downloads only

• 30% active customers ordering at least Php500 per month

Mock Results

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• 10,000 app downloads

• x 30% active customers

• 3,000 active customers

• x Php500 average order/month

• Php1.5M revenue/month

• x 40% gross profit margin

• Php600,000/month gross income (GI)

Did it work?

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• Php5M investment

• divide by: Php600,000 GI per month

• 8 months return on investment

Payout Analysis

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Retention

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• Challenge

• increase consumption/drive loyalty

• Solution

• recipe app

Mobile Recipe App

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• 50,000 downloads

• Php6M investment

Mock Results

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• Incremental monthly revenue/user = Php200

• x 20% gross profit margin

• Php40 incremental gross income/month/user

• x 50,000 app users

• = Php2,000,000/month incremental gross income

• 3 months ROI (Php6M budget/Php2M/month incremental GI)

App Users Non-Users

Average Monthly Consumption

1,200 1,000

Did it work?

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Customer Lifetime Value Model

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Arthur PolicarpioHead of Mobext, Asia-Pacific

arthur.policarpio@mobext.com+639175694375Twitter: @art_policarpio