Winning the Mobile Game!
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Transcript of Winning the Mobile Game!
Mobile Marketing Association
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
Mobile Marketing Association 20
Our Company
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• 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
Mobile Marketing Association 18
And hundreds more… SELECT CUSTOMERS
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
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
Mobile Marketing Association
The Evolved Customer: From Web Analytics to Mobile Intelligence Rand Schulman
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?
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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Brands are becoming �more customer-centric. Mobile is at the center �of this relationship.
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But… Brands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon…
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• Creativity without conversion = zero� • Identify your �business goals � • Monitor, measure �and maximize – �become a �Content Engineer
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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“We’re an analytics company masquerading as a games company.”
Ken Rudin Vice President, Analytics & Platform Services
Source: WSJ
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
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
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
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
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.
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
Mobile Marketing Association
Speakers • Dan Kimball
Chief Marke>ng Officer, Kontagent
• Josh Williams President, Kontagent
• Rob Carroll Chief Mobile Officer, 5th Planet Games
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
Mobile Marketing Association
Q & A