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Mobile analytics,How analytics bring mobile advertisers closer to their audience<br />Matej Karpisek, Manager Enqio<br />
Google : Get relevant information<br />Google Search<br />Get relevant adds with<br />Search queries<br />Gmail<br />Match...
Mobile platform advantages<br />ENQIO | mobile marketing forum<br />04/05/2010  |  Page 3<br />Personal<br />In the pocket...
Company<br />Offering our Customers “High Value Solutions” to boost Revenue & Margin<br />A multi-disciplinary team with a...
Cross-competence skills allow fast switching between top down and bottom up</li></ul>Technical Infrastructure designed for...
+ 50TB storage and processing of CDR’s</li></ul>ISO 9001:2008 Certified<br /><ul><li>Focus on “high quality delivery of pr...
Clearance to work for international government /bodies</li></ul>Experienced Management team<br /><ul><li>Telecom, Media an...
Experience in “Solutions Building”
International experience
HQ in Belgium
Working for more than 40 countries</li></ul>04/05/2010  |  Page 4<br />ENQIO | mobile marketing forum<br />
Vision<br />Information and knowledge isn’t enough<br />Without insight Data is worthless<br />Success = Understand<br />i...
Strategy<br />04/05/2010  |  Page 6<br />“Making Data Work” by providing solutions that generate a measurable higher retur...
Credentials<br /><ul><li>Universal Devices Management System – Phase 1: Payphones
Development of Pan-European ‘NeedsBasedSegmentation’
EuropeanCustomer ID Cards
Social Leader identification & Viral Marketing
Churnmodeling
Profiling & KPI solution to optimize Contact Center performance with product offering
B2B MobilitySegmentation to align B2B tariff plans withmobilityneeds
Social Leader identification & Viral Marketing
Optimization of Viral Marketing effortsusingENQIO’sSocialNetworkTechnology</li></ul>Ch FrPlRoSkUk<br />04/05/2010  |  Page...
Customers<br />04/05/2010  |  Page 8<br />ENQIO | mobile marketing forum<br />
Moving to a mobile centric world<br />ENQIO | mobile marketing forum<br />04/05/2010  |  Page 9<br />Personal<br />“Always...
ENQIO value model<br />04/05/2010  |  Page 10<br />ENQIO | mobile marketing forum<br />
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Mobile analytics, How analytics bring mobile advertisers closer to their audience

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This presentation was presented on the mobile marketing forum 2010.
The goal of this presentation was to give an overview on how analytic can help marketeers in a mobile centric world

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Transcript of "Mobile analytics, How analytics bring mobile advertisers closer to their audience"

  1. 1. Mobile analytics,How analytics bring mobile advertisers closer to their audience<br />Matej Karpisek, Manager Enqio<br />
  2. 2. Google : Get relevant information<br />Google Search<br />Get relevant adds with<br />Search queries<br />Gmail<br />Match advertising with the <br />Content of the email<br />Andriod, <br />Google phone,<br />Extend reach to <br />Mobile applications<br />Google<br />Mobile<br />operator<br />?<br />04/05/2010 | Page 2<br />ENQIO | mobile marketing forum<br />
  3. 3. Mobile platform advantages<br />ENQIO | mobile marketing forum<br />04/05/2010 | Page 3<br />Personal<br />In the pocket<br />“Always” stand by<br />Social device<br />“real-time” interaction<br />
  4. 4. Company<br />Offering our Customers “High Value Solutions” to boost Revenue & Margin<br />A multi-disciplinary team with a unique mix of skills<br /><ul><li>Data Mgt experts, Marketers, statisticians, business intelligence and data mining experts, mathematicians, computer scientists, economists, sociologists, trouble-shooters and value seekers.
  5. 5. Cross-competence skills allow fast switching between top down and bottom up</li></ul>Technical Infrastructure designed for “large data volume processing”<br /><ul><li>Solid information platform; highly secured
  6. 6. + 50TB storage and processing of CDR’s</li></ul>ISO 9001:2008 Certified<br /><ul><li>Focus on “high quality delivery of products”
  7. 7. Clearance to work for international government /bodies</li></ul>Experienced Management team<br /><ul><li>Telecom, Media and Banking
  8. 8. Experience in “Solutions Building”
  9. 9. International experience
  10. 10. HQ in Belgium
  11. 11. Working for more than 40 countries</li></ul>04/05/2010 | Page 4<br />ENQIO | mobile marketing forum<br />
  12. 12. Vision<br />Information and knowledge isn’t enough<br />Without insight Data is worthless<br />Success = Understand<br />its target market<br />its range of needs and potential<br />how to best act upon this information<br />04/05/2010 | Page 5<br />ENQIO | mobile marketing forum<br />
  13. 13. Strategy<br />04/05/2010 | Page 6<br />“Making Data Work” by providing solutions that generate a measurable higher return on information. (ROi²)<br />ENQIO | mobile marketing forum<br />
  14. 14. Credentials<br /><ul><li>Universal Devices Management System – Phase 1: Payphones
  15. 15. Development of Pan-European ‘NeedsBasedSegmentation’
  16. 16. EuropeanCustomer ID Cards
  17. 17. Social Leader identification & Viral Marketing
  18. 18. Churnmodeling
  19. 19. Profiling & KPI solution to optimize Contact Center performance with product offering
  20. 20. B2B MobilitySegmentation to align B2B tariff plans withmobilityneeds
  21. 21. Social Leader identification & Viral Marketing
  22. 22. Optimization of Viral Marketing effortsusingENQIO’sSocialNetworkTechnology</li></ul>Ch FrPlRoSkUk<br />04/05/2010 | Page 7<br />ENQIO | mobile marketing forum<br />
  23. 23. Customers<br />04/05/2010 | Page 8<br />ENQIO | mobile marketing forum<br />
  24. 24. Moving to a mobile centric world<br />ENQIO | mobile marketing forum<br />04/05/2010 | Page 9<br />Personal<br />“Always” stand by<br />Social device<br />In the pocket<br />“real-time” interaction<br />
  25. 25. ENQIO value model<br />04/05/2010 | Page 10<br />ENQIO | mobile marketing forum<br />
  26. 26. Data from mobile applications<br />ENQIO | mobile marketing forum<br />04/05/2010 | Page 11<br />User demographics<br />Call usage history<br />Calling/texting network<br />Billing/paying information<br />DM results<br />Activated mobile services<br />Tracking your viewing history<br />Tracking your RSS feeds<br />History of video on demand<br />Tracking purchases<br />Application usage<br />Browsing history<br />
  27. 27. ENQIO value model<br />04/05/2010 | Page 12<br />ENQIO | mobile marketing forum<br />
  28. 28. Analytic enriched view<br />ENQIO | mobile marketing forum<br />04/05/2010 | Page 13<br />User demographics<br />Customer needs<br />Customer Life stage<br />Social network<br />Value segmentation<br />Response probability<br />Location modeling<br />Churn probability<br />Viewing preferences<br />Expected interest in video content<br />Interest topics<br />www.meetoscar.eu<br />Spending behaviour<br />Favourite shops<br />Size of the wallet<br />Application usage<br />Preference<br />User profiling <br />Interest topics<br />Current top of mind<br />interests<br />Social activities<br />
  29. 29. ENQIO value model<br />04/05/2010 | Page 14<br />ENQIO | mobile marketing forum<br />
  30. 30. Marketing execution<br />ENQIO | mobile marketing forum<br />04/05/2010 | Page 15<br />Campaigns for<br /> cross sell <br />- new services<br />- content<br />Upsell<br />Retention<br /> targeted advertising<br />Recommendation engines<br />Upsell to new TV packages<br />Targeted advertising in the browsing menu<br />Targeted advertising based on previous purchases<br />Targeted upsell for CC<br />Sponsored applications<br />Targeted “in application” advertising<br />Targeted advertising<br />Targeted advertising<br />On social network pages<br />
  31. 31. Turkcell: mobile advertising<br />04/05/2010 | Page 16<br />ENQIO | mobile marketing forum<br />
  32. 32. Turkcell: mobile advertising<br />04/05/2010 | Page 17<br />ENQIO | mobile marketing forum<br />
  33. 33. Blyk<br />Started as MVNO <br /> Idea: Adds for free minutes and text<br />Currently: mobile advertising in cooperation with mobile operators<br />04/05/2010 | Page 18<br />ENQIO | mobile marketing forum<br />
  34. 34. Mobile TV targeting<br />04/05/2010 | Page 19<br />ENQIO | mobile marketing forum<br />
  35. 35. LIVE PROFILE<br />LIVE AUDIENCE PROFILE<br />Live audience profile: keeping up appearances<br />HH composition<br />Channel preferences<br />Age distribution<br />27%<br />46%<br />1.212.426<br />21%<br />0.9<br />0.6<br />1.4<br />17%<br />Genre: comedy<br />40,1 y/o<br />0.9<br />0.9<br />1.6<br />Actors:Patricia Routledge, Clive Swift, Judy Cornwell<br />Geo location<br />Time profile<br />Program references<br />Description:<br />(afl 126). "Blind Date." Hyacinth bemoeit zich met de voorbereidingen van de speciale lunch van de ladies lunch club, met als speciale gast een gepensioneerde en gepassioneerde zeeman.<br />76% Het Journaal<br />65% Hart van Nederland<br />26% Een tegen 100<br />22% Red mijn vakantie<br />CREATE<br />
  36. 36. Video recomendation engine<br />04/05/2010 | Page 21<br />ENQIO | mobile marketing forum<br />
  37. 37. Targeted adds in menu & widgets<br />04/05/2010 | Page 22<br />ENQIO | mobile marketing forum<br />
  38. 38. ENQIO value model<br />04/05/2010 | Page 23<br />ENQIO | mobile marketing forum<br />
  39. 39. Temporary conclusion<br />Mobile platform: mixing all the traditional marketing channels<br />Mobile marketing promises<br /> 1 to 1 marketing<br />Targeted and contextual marketing (relevance<br />To gain access to the wealth of user information, advertisers will need to find a partner<br />Who has access to behaviour data<br />Who knows how to transform data into a marketing tool<br />Who can access the mobile channels<br />04/05/2010 | Page 24<br />ENQIO | mobile marketing forum<br />
  40. 40.
  41. 41. Pull marketing<br />ENQIO | mobile marketing forum<br />04/05/2010 | Page 26<br />

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