Thank You! Making More Money with Mobile Marketing Metrics eMetrics SF May 2008 Alan Osetek, EVP, Visual IQ Evan Gerber, Principal Consultant, Molecular

What We’ll Cover Context for mobile: Current state of mobile and why its an important part of the marketing mix Current state of marketing mobile and digital media measurement hurdles Best practices, and strategies that can increase mobile impact as well as the overall success of cross channel campaigns. Mobile case study Fortune 500 consumer packaged goods (CPG) manufacturer 10 best practices for optimizing a digital marketing/advertising campaign Q&A

Context for mobile: Current state of mobile and why its an important part of the marketing mix

Current state of marketing mobile and digital media measurement hurdles

Best practices, and strategies that can increase mobile impact as well as the overall success of cross channel campaigns.

Mobile case study Fortune 500 consumer packaged goods (CPG) manufacturer

10 best practices for optimizing a digital marketing/advertising campaign

Q&A

The mobile landscape The mobile landscape

Mobile – there’s gold in them hills! 7 out of 10 adults in the US have a mobile phone

7 out of 10 adults in the US have a mobile phone

Mobile – there’s gold in them hills! 7 out of 10 adults in the US have a mobile phone Predicted to reach 85% by the end of the decade

7 out of 10 adults in the US have a mobile phone

Predicted to reach 85% by the end of the decade

Mobile – there’s gold in them hills! 7 out of 10 adults in the US have a mobile phone 76% now, predicted to reach 85% by the end of the decade 88.4 million US households have at least one phone

7 out of 10 adults in the US have a mobile phone

76% now, predicted to reach 85% by the end of the decade

88.4 million US households have at least one phone

Mobile – there’s gold in them hills! 7 out of 10 adults in the US have a mobile phone Predicted to reach 85% by the end of the decade 88.4 million US households have at least one phone 17% of users are now on the mobile web – 34.6 million people

7 out of 10 adults in the US have a mobile phone

Predicted to reach 85% by the end of the decade

88.4 million US households have at least one phone

17% of users are now on the mobile web – 34.6 million people

Mobile – there’s gold in them hills! 7 out of 10 adults in the US have a mobile phone Predicted to reach 85% by the end of the decade 88.4 million US households have at least one phone 17% of users are now on the mobile web – 34.6 million people More than 33% of users send and receive text messages

7 out of 10 adults in the US have a mobile phone

Predicted to reach 85% by the end of the decade

88.4 million US households have at least one phone

17% of users are now on the mobile web – 34.6 million people

More than 33% of users send and receive text messages

Mobile – there’s gold in them hills! 7 out of 10 adults in the US have a mobile phone Predicted to reach 85% by the end of the decade 88.4 million US households have at least one phone 17% of users are now on the mobile web – 34.6 million people More than 33% of users send and receive text messages The mobile internet is growing Mobisodes Applications User Generated Content Gaming

7 out of 10 adults in the US have a mobile phone

Predicted to reach 85% by the end of the decade

88.4 million US households have at least one phone

17% of users are now on the mobile web – 34.6 million people

More than 33% of users send and receive text messages

The mobile internet is growing

Mobisodes

Applications

User Generated Content

Gaming

Some major prospectors Major brands adopting and pushing forward in many verticals Online Banking – Bank of America, Citibank, Barclays, Wachovia

Major brands adopting and pushing forward in many verticals

Online Banking – Bank of America, Citibank, Barclays, Wachovia

Some major prospectors Major brands adopting and pushing forward in many verticals Travel – Kayak, Orbitz, Delta

Major brands adopting and pushing forward in many verticals

Travel – Kayak, Orbitz, Delta

Some major prospectors Major brands adopting and pushing forward in many verticals Consumer Brands – Procter and Gamble, Coca Cola

Major brands adopting and pushing forward in many verticals

Consumer Brands – Procter and Gamble, Coca Cola

Some major prospectors Major brands adopting and pushing forward in many verticals Social Networking – Facebook, MySpace, Google, etc…

Major brands adopting and pushing forward in many verticals

Social Networking – Facebook, MySpace, Google, etc…

Caution: Rapid Change

Caution: Gobs of platforms, gobs of phones

Caution: Net Neutrality Carriers want to retain control

Carriers want to retain control

Caution: Net Neutrality Carriers want to retain control Brands need their permission

Carriers want to retain control

Brands need their permission

Caution: Net Neutrality Carriers want to retain control Brands need their permission This will change over time

Carriers want to retain control

Brands need their permission

This will change over time

Current State of Mobile and Digital Media Measurement Hurdles Knowing where we have been in marketing can help us understand where we are going

Knowing where we have been in marketing can help us understand where we are going

We are living in a Media Fragmented World!

But it is also totally connected at the same time…

A perfect storm is powering the transformation of media: the digitization of media and data faster and cheaper computing the explosion of online networks and data collection As even larger portions of advertising budgets continue to shift to digital channels, advertisers and agencies are under the gun to consistently improve measurement and performance. However, the reality that many marketers haven't yet come to grips with how to collect and integrate digital media, website, and customer level data, make sense of it, and leverage the data in context of their overall multi-channel marketing campaigns. The Current State

A perfect storm is powering the transformation of media:

the digitization of media and data

faster and cheaper computing

the explosion of online networks and data collection

As even larger portions of advertising budgets continue to shift to digital channels, advertisers and agencies are under the gun to consistently improve measurement and performance.

However, the reality that many marketers haven't yet come to grips with how to collect and integrate digital media, website, and customer level data, make sense of it, and leverage the data in context of their overall multi-channel marketing campaigns.

McKinsey Study – Limits to Digital Advertising Growth How companies are marketing online: A McKinsey Global Survey – September 2007

Current state of marketing: offline, online, mobile Knowing where the next generation is at can help guide our vision of the future

Knowing where the next generation is at can help guide our vision of the future

Challenges and Best Practices How to harness the evolving sphere of influence In digital marketing mobile has the greatest potential Challenge: It’s the least understood So how do we expand what we know to succeed with mobile and make it profitable?

How to harness the evolving sphere of influence

In digital marketing mobile has the greatest potential

Challenge: It’s the least understood

So how do we expand what we know to succeed with mobile and make it profitable?

Advertiser Challenge Quantifying the impact of each marketing investment relative to key business objectives: Improve ROI of their marketing spend. Truly achieving One-to-One communications by quickly understanding customer attributes and behaviors.

Quantifying the impact of each marketing investment relative to key business objectives: Improve ROI of their marketing spend.

Truly achieving One-to-One communications by quickly understanding customer attributes and behaviors.

The Challenge – Integrating Multiple Media Channels Multiple logins Manual data extraction Summary data only Duplicate conversion conflicts Limited modeling opportunities Inaccurate inventory & forecasting In 2008, advertisers have begun to add online video, mobile, social networking, & gaming into the marketing campaign mix. The closed and inflexible nature of existing tools has created an insufferable pain point. Fragmentation Increases, Clarity Decreases Information Management Becomes Impossible Search eMail Rich Media Affiliates Behavioral Targeting Web Analytics

Multiple logins

Manual data extraction

Summary data only

Duplicate conversion conflicts

Limited modeling opportunities

Inaccurate inventory & forecasting

Bringing it All Together – Best Practices One intelligent platform to aggregate and analyze response data from all points of contact Automated integrated performance reporting across all communication channels Advanced modeling, analytics and reports are produced within the platform Cross Campaign, Product and Business Unit learning and insight

One intelligent platform to aggregate and analyze response data from all points of contact

Automated integrated performance reporting across all communication channels

Advanced modeling, analytics and reports are produced within the platform

Cross Campaign, Product and Business Unit learning and insight

Bringing it All Together –High Level Architecture

Benefits of the Solution Data Collection and Data Management combined with Business Analytical Tools Build a foundation for continually evaluating campaign effectiveness by integrating mobile, offline, and online response & conversion information Report, Analyze and Optimize media spend across all marketing channels

Data Collection and Data Management combined with Business Analytical Tools

Build a foundation for continually evaluating campaign effectiveness by integrating mobile, offline, and online response & conversion information

Mobile Case Study Succeeding with Mobile Marketing: Fortune 500 Consumer Packaged Goods Company

Succeeding with Mobile Marketing:

Fortune 500 Consumer Packaged Goods Company

Mobile Case Study The objective of this CPG clients campaign was two fold: Test out mobile as an effective channel to enhance brand awareness around a new product, by engaging consumers with the brand directly via an online sweepstakes give away. Secondly, test out the ability to integrate multiple consumer touch points during the course of the campaign. What they learned: During the course of the campaign the advertiser learned how to overcome existing mobile measurement hurdles and how to measure overall impact of the mobile campaign.

The objective of this CPG clients campaign was two fold:

Test out mobile as an effective channel to enhance brand awareness around a new product, by engaging consumers with the brand directly via an online sweepstakes give away.

Secondly, test out the ability to integrate multiple consumer touch points during the course of the campaign.

What they learned:

During the course of the campaign the advertiser learned how to overcome existing mobile measurement hurdles and how to measure overall impact of the mobile campaign.

Mobile Case Study The results: Overall, the program was a huge success Program generated nearly 56,000 total mobile responses ~40,000 Unique Users played via mobile phone ~36,000 winning entries Excellent participation relative to level of opt-in support (On package only campaign, no print or broadcast)

The results:

Overall, the program was a huge success

Program generated nearly 56,000 total mobile responses

~40,000 Unique Users played via mobile phone

~36,000 winning entries

Excellent participation relative to level of opt-in support (On package only campaign, no print or broadcast)

Mobile Case Study What they did: Created a unified marketing warehouse built with all consumer data collected and utilized to quickly evaluate performance. Measured campaign results daily with analysis and breakdown by state, time of day, wireless carrier, and overall interaction with the brand. Made improvements to both level of opt-in support and tactical implementation of On Pack promo possible.

What they did:

Created a unified marketing warehouse built with all consumer data collected and utilized to quickly evaluate performance.

Measured campaign results daily with analysis and breakdown by state, time of day, wireless carrier, and overall interaction with the brand.

Made improvements to both level of opt-in support and tactical implementation of On Pack promo possible.

Mobile Case Study How they did it: Data Sources: Mobile participation data, website prize redemption data, and client retail sales impact By better understanding the campaign response data sources, mobile participation data, website prize redemption data, and client retail sales impact, the advertiser was able to make changes to the campaign and improve the overall performance. Specific changes were made to the length of alphanumeric code, inversion, and window clarity.

How they did it:

Data Sources: Mobile participation data, website prize redemption data, and client retail sales impact

By better understanding the campaign response data sources, mobile participation data, website prize redemption data, and client retail sales impact, the advertiser was able to make changes to the campaign and improve the overall performance.

Specific changes were made to the length of alphanumeric code, inversion, and window clarity.

Unique Users by Age Group

Participation Breakdown By Hour of Day

Win Status Analysis

Participation by Wireless Carrier

Top 10 List of Best Practices for Digital Advertising and Reporting Now it’s your turn…

Top 10 List of Best Practices for Digital Advertising and Reporting A perfect storm is powering the transformation: the digitization of media and data, faster and cheaper computing, and the explosion of online networks and data collection. In 2008, as larger portions of advertising budgets shift to mobile and online advertising in general, marketers need to consistently improve measurement and performance. ‘ top 10’ list of best practices for digital advertising reporting and measurement. This list offers a blueprint for ensuring a successful mobile and online advertising measurement strategy that will maximize return on media investment and improve overall campaign performance.

A perfect storm is powering the transformation: the digitization of media and data, faster and cheaper computing, and the explosion of online networks and data collection.

In 2008, as larger portions of advertising budgets shift to mobile and online advertising in general, marketers need to consistently improve measurement and performance.

‘ top 10’ list of best practices for digital advertising reporting and measurement.

This list offers a blueprint for ensuring a successful mobile and online advertising measurement strategy that will maximize return on media investment and improve overall campaign performance.

Top 10 List of Best Practices for Digital Advertising and Reporting STEP 1—Select a data collection and warehousing approach STEP 2—Define Key Performance Indicators (KPI) STEP 3—Determine marketing or campaign success criteria and overall goals STEP 4—Establish attribution management and tracking STEP 5—Employ visual marketing scorecards and dashboards STEP 6—Monitor campaign analysis and optimization STEP 7—Integrate customer sales data STEP 8—Consider weighted marketing campaign conversion attribution STEP 9—Collaborate and share information STEP 10—Don’t go overboard and improve over time

STEP 1—Select a data collection and warehousing approach

STEP 2—Define Key Performance Indicators (KPI)

STEP 3—Determine marketing or campaign success criteria and overall goals

STEP 4—Establish attribution management and tracking

STEP 5—Employ visual marketing scorecards and dashboards

STEP 6—Monitor campaign analysis and optimization

STEP 7—Integrate customer sales data

STEP 8—Consider weighted marketing campaign conversion attribution

STEP 9—Collaborate and share information

STEP 10—Don’t go overboard and improve over time

Thank You! Interested in Getting a Copy of “Ten Steps for Optimizing Digital Advertising Reporting & Measurement”? Give me your business card or email [email_address] Thank You

Q&A

Q&A

Thank You Alan Osetek, EVP, Visual IQ [email_address] 508.479.6686 & Evan Gerber, Principal Consultant, Molecular [email_address] 415.541.2835

Thank You

Alan Osetek, EVP, Visual IQ

[email_address] 508.479.6686

&

Evan Gerber, Principal Consultant, Molecular

[email_address] 415.541.2835