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10 Tips for Leveraging Big Data for Mobile Marketing
 

10 Tips for Leveraging Big Data for Mobile Marketing

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"Big Data" (the high volume, variety, and velocity of data) is all the rage. But how does a marketer best utilize it for mobile marketing? Here are ten tips for leveraging Big Data for mobile ...

"Big Data" (the high volume, variety, and velocity of data) is all the rage. But how does a marketer best utilize it for mobile marketing? Here are ten tips for leveraging Big Data for mobile marketing -- with a focus on acquisition.

This presentation was prepared for the Eye for Travel Online Marketing Conference in Miami, June 2014.

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  • To maximize the advertising opportunities, you need to measure downloads and loyal usage actions, and be able to tie them back to specific campaigns and creative. <br /> <br /> You can either built it yourself or work with a partner who has the right partnerships, integrations, and infrastructure. <br /> <br /> 1. Provides automated optimization (using algorithms to optimize media buys based on results) <br /> 2. Optimizes on post-download events (rather than optimizing based on download data, you need to be able to track post-download user events, and optimize against those metrics) <br /> 3. Integrated with ad tracking and attribution <br /> 4. Enables broad media deployment (needs to be integrated with ad networks and Real-time bidding exchanges to enable optimization across your entire media buy simultaneously.) <br /> <br /> Measurement & ROI is the biggest mobile marketing challenge, cited 42 of survey respondents. <br /> - Forrester Research, Sept 2012 <br /> <br /> <br />
  • Whether an ad, email, landing page, or push notification, tailor/personalize the content to provide the right message to the right users at the right time. <br /> <br /> Example: (TripIt pre-roll video example: “sorry for the interruption…”) <br /> <br /> Differentiate mobile The mobile experience should be very different than what consumers get from you online. They are in a different state of mind. They have different needs when they are mobile. Responsive design isn’t necessarily the way to go. You need to actually think of a separate, customized mobile experience, otherwise your not giving your consumers real value. <br />
  • Location data is an essential component of mobile big data – perhaps the primary data type that differentiates mobile from Web-based big data. <br /> <br /> TripIt has leveraged geo-fencing in it’s advertising – to talk to prospects while they’re in the airport. We haven’t yet leveraged iBeacon technology, but I believe others on the panel will address that. <br /> <br /> Data from social media, paired with location data, can also be used to drive personalized campaigns. 

10 Tips for Leveraging Big Data for Mobile Marketing 10 Tips for Leveraging Big Data for Mobile Marketing Presentation Transcript

  • 10 Tips for Leveraging Big Data for Mobile Marketing Eye for Travel | Miami | June 2014 Heather Forsythe Sr. Director of Marketing @MsAdventurous heforsythe@gmail.com LinkedIn.com/in/HeatherForsythe
  • TripIt: the perfect travel companion 2
  • “Consumers have never been more connected – but it’s never been harder to connect with them.” – Tom Daly, Coca Cola
  • Ensure you have the right data infrastructure 4 Third party data Actionable Intelligence Tip #1 Database
  • 87% of consumer time spent on mobile…is in apps. 5 Incorporate in-app advertisingTip #2 Source: Nielsen
  • In-app advertising: example 6
  • • There are more Android users overall - 52% Android vs. 42% iOS in US (Nielsen) • A majority of visits to ecommerce sites are from iPhones - …but those who do purchase on Android spend more per order • App retention is now on par with iOS Don’t forget about AndroidTip #3 Source: Localytics 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% 1 2 3 4 5 6 7 8 9 10 11+ Android iPhone & iPad Share of visits to e-commerce sites from phones Average order value from phones iPhone 60% $126 Android 39% $136 App User Retention: By Mobile Platform (# times App was Used) Source: Monetate
  • Target Android users by device type …to reach the higher-income users more likely to purchase travel. 8
  • 9 7.2B World Population 4.5B Mobile Phone Users 1B Facebook Monthly Active Mobile Users Get on Facebook. Now.Tip #4 Sources Facebook Q1 Earnings Report, eMarketer, worldometer.info
  • Facebook has powerful targeting options Use current user data to build exclusion lists and lookalike segments 10
  • Facebook ad format mimics native app experience 11
  • Facebook vs. Alternative Mobile Advertising 12 Facebook effectively delivers quality users Cost Per Install Purchase Rate Conversion Rate Cost per Purchaser Source: Fiksu sample of 9M conversions across wide range of apps, networks 100% 72% 292% 0% 50% 100% 150% 200% 250% 300% 350% Banner DSP Facebook 100% 94% 135% 0% 20% 40% 60% 80% 100% 120% 140% 160% Banner DSP Facebook 100% 225% 619% 0% 100% 200% 300% 400% 500% 600% 700% Banner DSP Facebook 100% 71% 63% 0% 20% 40% 60% 80% 100% 120% Banner DSP Facebook
  • • Utilizes real-time bidding exchanges (RTB) • After Facebook, RTBs offer the most granular level of targeting • Highly efficient, rapidly growing traffic source 13 Leverage programmatic (dynamic) buyingTip #5
  • 14 Apply retargeting to mobileTip #6 A user already has the app installed, but isn't using it Serve them a personalized ad to drive re-engagement with your app When user clicks, the app opens directly to the page you specified Image source: Deeplink.me
  • Pro Purchase Pro Trial Free Sign-up App launch Mobile download Click-thruImpression 15 Move beyond the downloadTip #7 CPM CPC CPI CPA-1 CPA-2 CPA-3 LTV 26% of all apps downloaded are used only once. - Localytics, July 2013
  • FYI, TripIt uses 16 Consider an optimization partnerTip #8 1. Provides automated optimization 2. Optimizes on post-download events 3. Integrated with ad tracking and attribution 4. Enables broad media deployment What to look for:
  • 17 Don’t forget to tailor the contentTip #9
  • 18 Utilize location-based dataTip #10
  • 10 Tips for Leveraging Big Data for Mobile Marketing 19 1. Ensure you have the right data infrastructure 2. Incorporate in-app advertising 3. Don’t forget about Android 4. Get on Facebook. Now. 5. Leverage programmatic (dynamic) buying 6. Apply retargeting to mobile, too 7. Move beyond the download 8. Consider an optimization partner 9. Don’t forget to tailor the content 10.Utilize location-based data
  • Heather Forsythe @MsAdventurous heforsythe@gmail.com LinkedIn.com/in/HeatherForsythe