This presentation gives an ROI-based approach to mobile analytics that brands/companies can use to evaluate mobile success/failure

1. Mobile Analytics: Why it
Matters
by Arthur Policarpio
Head of Mobext
Asia-Pacific
Phuc.Truong@mobext.com

2. The world’s largest mobile marketing agency
network
Canada
EMEA
UK
France
Spain
Portugal
Poland
USA
Latam
Mexico
Brazil
Chile
Argentina
Colombia
Asia Pacific
India
Philippines
Singapore
Malaysia
Indonesia
China
Vietnam
Hong Kong
Australia
21 offices worldwide and growing

3. Full Service Agency
EMERGING
TECHNOLOGIES
DEVELOPMENT
SITE & APP
MEDIA PLANNING
& BUYING
DISPLAY/RICH MEDIA
SOCIALLOCATION
MULTIPLATFORMAPPS
VIDEO/GAMES
SMS/IMAGE RECOGNITION
QR/2D/BAR CODES
AUGMENTEDREALITY
SEARCH
Phuc.Truong@mobext.com
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4. If mobile is big,
where’s the
money?

5. Advertisers know it’s big.
48%
40%
38%
invest in mobile
53%
say mobile will be more
important than print in 2
years.
say mobile will be as equally
important as TV in 2 years
mobile will be more importan
than radio in 2 years
62%
say mobile will be as equally
important as outdoor in 2
years

6. Why aren’t we
spending more?

7. Lack of reliable framework
for measuring success (63%)
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8. Why Analytics Matters

9. Did the campaign work?
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10. How much do I spend on mobile?
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11. Integrate mobile in the consumer path
to purchase
Consideratio
n
Awarenes
s
WOM
oop
yalty L
Lo
Active
Evaluatio
n
Purchase
Post
Purchase
Experience
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12. Let’s Learn through Cases

13. Awareness
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14. SMS Broadcast to Opt-In Database
• Php500,000 to reach
500,000 mobile users
Hello Arthur, Baby & Co is
celebrating its 5th year
anniversary with a special sale
on July 31 in all branches. Get
up to 50% discount for your 1month baby , Stella.
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15. Was it Worth it?
• Effective Cost per Impression
• Cross Media Comparison
• Payout Analysis
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16. Mock Data
• 500,000 consumers reached
• x 90% open/read the message
• x 50% recall key content of the message
• = 225,000 effective reach
• Php2.22 effective cost per impression
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17. Compare vs. Other Media (eg, Print)
• Claimed Circulation = 250,000
• % of readers who see the ad = 50%
• % who recall key content of the ad = 50%
• = 62,500 effective reach
• Investment = Php250,000
• Php4 effective cost per impression (vs. Php2.22 for mobile)
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18. Payout Analysis
• 225,000 effective reach (mobile)
• x 2 % actually visit the store
• 4,500 store visits
• x Php 500 spend per visit
• Php2.25M gross revenue
• x 40% gross profit margin
• Php900,000 gross income (vs. Php500,000 spend)
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19. Trial
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20. Mobile Coupons
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21. Mock Data
• 100,000++ coupons redeemed @Php250/coupon
• Php25M in mobile-driven revenue
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22. Mobile vs. Print Coupons
15%-20%
Revenue to Spend ratio for
mobile vs. print coupons
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23. Consideration
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24. Mobile Search
• Challenge
• increase consideration for loan products
• Solution
• invest in (mobile) search, create mobile landing page to generate
leads
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25. 25

26. The Facts/Results
• 1 million impressions
• 20,000 clicks/visits to mobile site
• 1,000 leads
• Budget: Php1M
• (50% on search, 50% on production of landing page)
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27. How do we measure success?
• 1,000 leads
• x 5% closing rate
• 50 auto loans sold
• x Php500,000 average loan value
• x 6% interest rate/year
• x 5 years
• Php7.5M interest income(vs. Php1M investment)
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28. Purchase
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29. Mobile Commerce
• Challenge
• Generate pizza sales even in non-peak hours
• Solution
• launch mobile commerce app where you can order pizza through your
mobile device
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30. Actual Data
• 500,000++ downloads
• 10 million pounds worth of pizza sold in 1 year
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31. Mock Results
• Php5 million spent on production + marketing
• 10,000 downloads only
• 30% active customers ordering at least Php500 per month
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32. Did it work?
• 10,000 app downloads
• x 30% active customers
• 3,000 active customers
• x Php500 average order/month
• Php1.5M revenue/month
• x 40% gross profit margin
• Php600,000/month gross income (GI)
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33. Payout Analysis
• Php5M investment
• divide by: Php600,000 GI per month
• 8 months return on investment
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34. Retention
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35. Mobile Recipe App
• Challenge
• increase consumption/drive loyalty
• Solution
• recipe app
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36. 37

37. Mock Results
• 50,000 downloads
• Php6M investment
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38. Did it work?
App Users
Non-Users
1,200
1,000
Average
Monthly
Consumption
• Incremental monthly revenue/user = Php200
• x 20% gross profit margin
• Php40 incremental gross income/month/user
• x 50,000 app users
• = Php2,000,000/month incremental gross income
• 3 months ROI (Php6M budget/Php2M/month incremental GI)
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39. Customer Lifetime Value Model
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40. 41

41. Arthur Policarpio
Head of Mobext, Asia-Pacific
arthur.policarpio@mobext.com
+639175694375
Twitter: @art_policarpio
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