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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.

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

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