winning the mobile game!

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Mobile Marketing Association Winning the Mobile Game

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Page 1: Winning the Mobile Game!

Mobile Marketing Association

Winning the Mobile Game

Page 2: Winning the Mobile Game!

Mobile Marketing Association

AGENDA  

•  7:30  AM  -­‐  7:45  AM  Introduc3ons      

•  7:45  AM  -­‐  8:15  AM  ‘From  Web  Analy3cs  to  Customer  Intelligence  &  Beyond’    

•  8:15  AM  -­‐  8:55  AM:    PANEL    What  you  can  learn  from  mobile  gamers    

•  8:55  AM  -­‐  9:  00  AM:  Ques3ons  and  closing  comments  

 

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Mobile Marketing Association 20

Our Company

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Mobile Marketing Association 21

•  Founded in 2007 – early “big data” company

•  120+ employees and growing fast

•  Locations and customers around the globe

•  1,000s of apps instrumented

•  250+ billion events tracked monthly

•  32+ million DAUs tracked

•  210+ million MAUs tracked

Kontagent Facts

Page 5: Winning the Mobile Game!

Mobile Marketing Association 18

And hundreds more… SELECT CUSTOMERS

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Mobile Marketing Association

Speakers  •  Dan  Kimball  

Chief  Marke3ng  Officer,  Kontagent    

•  Rand  Schulman  Co-­‐Founder/  Emeritus  Director,  Digital  Analy>cs  Associa>on;  Analy>cs  Execu>ve    

•  Josh  Williams  President,  Kontagent  

•  Rob  Carroll  Chief  Mobile  Officer,  5th  Planet  Games  

Page 7: Winning the Mobile Game!

Mobile Marketing Association

AGENDA  

•  7:30  AM  -­‐  7:45  AM  Introduc3ons      

•  7:45  AM  -­‐  8:15  AM  ‘From  Web  Analy3cs  to  Customer  Intelligence  &  Beyond’    

•  8:15  AM  -­‐  8:55  AM:    PANEL    What  you  can  learn  from  mobile  gamers    

•  8:55  AM  -­‐  9:  00  AM:  Ques3ons  and  closing  comments  

 

Page 8: Winning the Mobile Game!

Mobile Marketing Association

The Evolved Customer: From Web Analytics to Mobile Intelligence Rand Schulman

Page 9: Winning the Mobile Game!

Mobile Marketing Association

Mobile  Marke3ng  Today  is  Like  Web  Marke3ng  in  1997  –    and  We  Know  What  Happened!    

•  Good  news:  93%  of  the  market  use  Web  analy>cs!  •  Mixed  news:    

– Few  op>mize  mobile  and  cross-­‐channel  analy>cs    – Less  than  30%  have  any  clear  objec>ves  

•  So,  where  do  we  go  from  here?  Will  it  be  another  15  years?  

 

Page 10: Winning the Mobile Game!

Mobile Marketing Association

Why  Now?  New  Breakthroughs  Create  New  Challenges  –  Analy3cs  Cri3cal    

•  Offline  direct  marke>ng  insights  drove  Web  analy>c  developments  (1990s)    

•   Today  technology  enablers:  Big  data  /  cloud  /  CPU  /  bandwidth  advancements;  real-­‐>me  empirical  data    

•  Converged  workflow,  people:    –  Digital  marke>ng  becoming  more  like  direct  marke>ng    –  Crea>ng  a  new  role  defini>on  for  the  “Marketer”    

 •  Gamers  taught  us  that  app  engagement  is  key:  

–  Law  of  large  numbers  means  /  rapid  A/B/M  tes>ng  and  op>miza>on    –  Greater  engagement  /  greater  conversion  to  intent    

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THINK DIFFERENT .ly

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Mobile Marketing Association 2

Brands are becoming �more customer-centric. Mobile is at the center �of this relationship.

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Mobile Marketing Association 3

But… Brands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon…

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Mobile Marketing Association 4

• Creativity without conversion = zero� • Identify your �business goals � • Monitor, measure �and maximize – �become a �Content Engineer

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Mobile Marketing Association

How Do You Define Customer Value and Conversions?

… And How Do You Plan to Measure Success?

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Customer

Profitability - Acquisition Costs vs Lifetime Value - App Efficiency

Customer

Monetization - Revenue - Lifetime Value

Customer

Engagement - User Experience - Retention - Loyalty

Metrics for Success: Cost/Install, Profit/Install, Revenue/Customer, �LTV/Customer

Metrics for Success: Revenue, Revenue/Customer, Lifetime Value

Metrics for Success: Retention, Stickiness, Funnel Conversions, Event Timeline Flows

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Mobile Marketing Association 16

“We’re an analytics company masquerading as a games company.”

Ken Rudin Vice President, Analytics & Platform Services

Source: WSJ

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Mobile Marketing Association

Greater  App  Engagement  -­‐  183%  Increase  in  ARPU*  in  Less  Than  Two  Months  for  Gaia**    

•  How  effec>ve  are  my  ads  in  reach?  •  What  is  the  quality  &  age  of  users  from  

different  countries?  •  What  is  my  campaign  performance  by  

partner  and  country  >er?  •  How  are  my  users  performing    

APP  post  install?  *Average  revenue  per  user    **  1  million  post  per  day,  7  million  Unique  per  mo,  26  million  reg.  users  

www.kontagent.com

LTV  Dashboard  

Page 18: Winning the Mobile Game!

Mobile Marketing Association

Gamifica3on:    Beyond  Gamers    A  Rush  Towards  Customer  Engagement    

•  Consumer    –  Verizon  seeing  increase  of  30%  >me  on  site  >me    

(increase  revenue,  decrease  cost)  –  San  Diego  Power  and  Gas  and  (decrease  cost)  –  Samsung  –  Increase  of  200%  per  month  site  user  engagement  

(reviews/revenue)    

•  Content  &  media  companies  have  seen  30-­‐40%*  increase  in  reader  interac>ons  (increase  revenue)  –  USA  Networks  130%  increase  page  views;  40%  return  visitors  

 •  Health  care  –  Aetna  /  Kaiser  seeing  50%*  increase  in  “healthy  

ac>ons”    (decrease  in  cost)    

* Deloitte Review The Engagement Economy 2012

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Mobile Marketing Association

•  Measure  LTV  •  Measure  viral  factor  and  channel  

apribu>on    -­‐    •  Understand  correla>on  and  

Causality      •  Test  and  op>mize    

Mobile:  Part  of  “Omni-­‐Channel”  Metrics  The  ROI  of    Mobile  

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Mobile Marketing Association

What’s  Next:  Where  Do  We  Go  From  Here?  

 •  “Privacy  is  dead  –  Get  over  it”  –  Scop  McNealy  .  Your  kids  have!    

•  AI  will  play  a  major  factor  driving  solu>ons    (Siri)  

•  Relevance  bubbles  

•  Relevance  fences  

•  Relevance  gates    

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Mobile Marketing Association

In  Summary:  What  Should  You  Do  Now?  

 •  Start  with  manageable  definable  projects  and  objec3ves.  

 •  Develop  applica3ons  that  will  allow  you  to  collect/track  behavioral  data.  

 •  Measure  results  and  op>mize  process.  

 •  Think  of    “the  new  marketer”  as  the  Content  Engineer.  

Page 22: Winning the Mobile Game!

Mobile Marketing Association

Thank  you  

[email protected]  

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Mobile Marketing Association

AGENDA  

•  7:30  AM  -­‐  7:45  AM  Introduc3ons      

•  7:45  AM  -­‐  8:15  AM  ‘From  Web  Analy3cs  to  Customer  Intelligence  &  Beyond’    

•  8:15  AM  -­‐  8:55  AM:    PANEL    What  you  can  learn  from  mobile  gamers    

•  8:55  AM  -­‐  9:  00  AM:  Ques3ons  and  closing  comments  

 

Page 24: Winning the Mobile Game!

Mobile Marketing Association

Speakers  •  Dan  Kimball  

Chief  Marke>ng  Officer,  Kontagent    

•  Josh  Williams  President,  Kontagent  

•  Rob  Carroll  Chief  Mobile  Officer,  5th  Planet  Games  

Page 25: Winning the Mobile Game!

Mobile Marketing Association

AGENDA  

•  7:30  AM  -­‐  7:45  AM  Introduc3ons      

•  7:45  AM  -­‐  8:15  AM  ‘From  Web  Analy3cs  to  Customer  Intelligence  &  Beyond’    

•  8:15  AM  -­‐  8:55  AM:    PANEL    What  you  can  learn  from  mobile  gamers    

•  8:55  AM  -­‐  9:  00  AM:  Ques3ons  and  closing  comments  

 

Page 26: Winning the Mobile Game!

Mobile Marketing Association

Q  &  A