Big Data and Mobile Analytics - MMA SF Jan13
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Big Data and Mobile Analytics - MMA SF Jan13

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Big Data and Mobile Analytics - MMA SF Jan13 Big Data and Mobile Analytics - MMA SF Jan13 Presentation Transcript

  • LEVERAGING BIG DATA IN MOBILE MARKETING Jennifer Veesenmeyer Merkle AnalyticsMobile Marketing Association
  • Merkle, Mobile & Me • Merkle’s mobile division • VP in Merkle Analytics, Digital • Award-winning mobile web, app, Analytics Practice tablet and SMS solutions (I own Mobile, Social and Site) • Innovative Responsive Design • 175 statisticians and analysts, services >95% with a master’s degree +Mobile Marketing Association 2
  • What we’ll cover today Context & Level-Set Application Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics MarketingMobile Marketing Association 3
  • What we’ll cover today Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics MarketingMobile Marketing Association 4
  • 7 Deadly Sins of Mobile Analytics 1. Lumping smartphones and tablets together 2. Measuring mobile marketing in a silo 3. Ignoring the context of purchase process 4. Measuring usage rather than impact 5. Reporting on mobile as a channel (when you’re using it as a platform) 6. Guessing instead of testing 7. Settling for subpar analyticsMobile Marketing Association 5
  • DEADLY SIN # 1 : Lumping smartphones and tablets together Research confirms what many of us have seen in our own data – smartphones and tablets are used differently. Smartphones are an on-the-go device, but tablets are more for media consumption. A 2012 study by Flurry Analytics also showed that 67% of time spent on tablets was on games, but only 39% on smartphones.Mobile Marketing Association 6
  • DEADLY SIN # 2 : Measuring mobile marketing in a silo Research has proven what we have suspected – mobile marketing improves conversions in other channels. Mobile ads increased website conversions Impact of Cross-Media (mobile and web) Ads (Ghose, Han and Park 2012) by 36%. In another study, Ghose et al found that 33% of mobile site visitors made a store purchase within 1 week.Mobile Marketing Association 7
  • DEADLY SIN # 3 : Ignoring the context of purchase process Consumers take a multi-device path to purchase… and they use mobile devices throughout the consumer lifecycle. Google Multiscreen Study (August 2012)Mobile Marketing Association 8
  • DEADLY SIN # 4 : Measuring usage rather than impact Measuring usage is important for improving user experience and understanding adoption, but it isn’t a measure of success. Does your organization have Getting to ROI is difficult a method for quantifying ROI from mobile marketing programs ? and many companies don’t try. This is an opportunity for mobile marketers to gain a competitive advantage.Mobile Marketing Association 9
  • DEADLY SIN # 5 : (when you’re using Reporting on mobile as a channel it as a platform) If your mobile site and pc/laptop site have the same objectives, put them in the same report so you can compare performance. When mobile has a unique strategy, then it is a channel to be reported separately. But, if it is an add-on to your other marketing initiatives, then it is a platform to be compared.Mobile Marketing Association 10
  • DEADLY SIN # 6 : Guessing instead of testing Testing is important both pre and post launch. What mobile optimization efforts were Optimize mobile utilized by your organization in 2012? performance post Did not perform any mobile testing or optimzation launch by starting Optimization without testing with the easiest first – messages and Not applicable/don’t know landing pages. Data analysis of past campaign metrics Customer feedback/survey Testing (A/B split, multivariate)Mobile Marketing Association 11
  • DEADLY SIN # 7 : Settling for subpar analytics Limitations in mobile analytics should be acknowledged but not accepted. Have a plan (and budget) for evolving your mobile analytics capabilities. Mobile marketing budgets are increasing dramatically, but they would increase even faster if you had good analytics.Mobile Marketing Association 12
  • What we’ll cover today Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics MarketingMobile Marketing Association 13
  • 5 Table Stakes for Mobile Analytics 1. Tools: Get the right analytics tools in place 2. Metrics: Know what is important to measure 3. Process: Establish an end-to-end analytics process 4. Research: Understand your mobile customers 5. Plan to Integrate: Have a plan to integrate mobile into your overall measurement strategy These are the bare minimum capabilities for mobile analytics. Seriously. If you don’t have these in place, you’re behind.Mobile Marketing Association 14
  • TOOLS: Get the right analytics tools in place Determine what the right analytic tools and capabilities are for your organization. Infrastructure Components Sample Decision Types  Behavioral  Incumbent or niche partners  Attitudinal  Appetite for learning curve and/or decentralized  Competitive systems  Acceptance of nascent ecosystemMobile Marketing Association 15
  • METRICS: Know what is important to measure Separate KPIs and diagnostic metrics from attributes. You need both for analysis, but not for reporting. 250+ attributes can be collected, depending on the analytics vendor chosen. Only a handful are measures of success. Fewer still provide a valuable basis for segmentation in dashboard-level reports. BUT, getting your data at the user-level opens up many possibilities for providing micro-targeted messaging. Thanks to Big Data technologies, sometimes more data is more actionable. It’s ironic that sometimes the cure for drowning in data is more data.Mobile Marketing Association 16
  • PROCESS: Establish an end-to-end analytics process Mobile analytics starts upstream with insight and measurement strategy. Post-launch begins a continuous improvement process.Mobile Marketing Association 17
  • RESEARCH: Understand your mobile customers Internal research can help you understand the current need and forecast the opportunity. • Are your consumers engaging with content differently now by each of the channels? • Are your consumers changing how they visit your web site? – Review current trends over the past few years. Is the trend accelerating? • Are more consumers using search from their mobile devices?Mobile Marketing Association 18
  • PLAN TO INTEGRATE: Have a plan to integrate mobile into your overall measurement strategy You need an integrated measurement strategy – even if you don’t have an integrated marketing strategy yet. An integrated measurement strategy includes: • KPI framework with Global KPIs that apply to all channels in addition to channel- specific metrics • Technology architecture for managing the data and connecting multi-channel behaviors to customers • Reporting strategy that encourages cross functional and multi-agency collaborationMobile Marketing Association 19
  • What we’ll cover today Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics MarketingMobile Marketing Association 20
  • Examples of Big Data in mobile marketing: • Multichannel CRM • Location • Social Two keys to successfully using Big Data in mobile marketing: • Get personal • Go real-time Image from WebOptimeez (http://bit.ly/VqJda9)Mobile Marketing Association 21
  • Big Data Ideas for Mobile Marketing Multichannel CRM Data 1. Enriching customer profiles with mobile data 2. Targeting the omnichannel customer 3. Integrating mobile display, mobile web and email Location Data 4. Testing coupon value vs. proximity 5. Predicting traffic patterns and using “behavioral fencing” 6. Researching cross-shopping, mobile-instore dynamics, motivators, etc Social Data 7. Experimenting with Social MRIMobile Marketing Association 22
  • MULTI-CHANNEL CRM DATA: Enriching customer profiles with mobile In ConnectedCRM we bring mobile data into the customer database to build toward an omni-channel view of the customer. The analytics behind ConnectedCRM is explained in our upcoming book:Mobile Marketing Association 23
  • MULTI-CHANNEL CRM DATA: Targeting the omnichannel customer Case Study Example: 5th Finger used customer purchase history to create personalized coupons for a major retailer. Data used: • Product purchase history • Average purchased product value • Average monthly spend Execution: • Personalized, on a 1-1 level, SMS and In-App Coupons Available on a weekly basis. Delivered at strategic times of day and day of week. Results: • Mobile coupons had a 35% redemption rate (5-10% is typical)Mobile Marketing Association 24
  • MULTICHANNEL CRM DATA: Integrating mobile display, mobile web and email Case Study Example: Merkle used targeted mobile display to acquire new email opt-ins for Motorola Mobility. Data used: • Device information • Mobile site behaviors • Email address Execution: • Targeted display ads on the individual device level • Users were directed to different creative experiences (and value props) for different devices • Mobile landing pages encouraged users to sign up for email newsletter, when they did, we entered them into the database with device information • Email retargetingMobile Marketing Association 25
  • LOCATION DATA: Testing coupon value vs proximity Ghose and Span found that you need to offer a 10% discount for every 1km between the user and retail store. Research: Disentangling Coupon Value vs Distance Proximity Using Randomized Experiments (Ghose and Span, 2013)Mobile Marketing Association 26
  • LOCATION DATA: Predicting traffic patterns and using “behavioral fencing” Behavioral fencing is the new geo-fencing. Research is being done to leverage predictive analytics to model the probability a customer will take different actions based on historical proximity and behavior. Image from MartketingEasy.net (http://bit.ly/MU9d95)Mobile Marketing Association 27
  • LOCATION DATA: Researching cross-shopping, mobile- instore dynamics, motivators, etc New vendors are providing new ways to research. Example: Locately • Customer Opt-in: In exchange for gifts cards, consumers opt-in to share location data by installing app or by enabling location sharing. • Targeted Surveys: Consumers earn rewards by filling out surveys capturing their thoughts. • Location Analytics & Processing: Places consumers drive past are tagged as missed opportunities.Mobile Marketing Association 28
  • SOCIAL DATA: Experimenting with Social MRI Behavio’s open-source Android platform turns phones into smart sensors of people’s behaviors and surroundings. Behavios Social MRI technlology was born at the MIT Media Lab, as part of research into understanding social and behavioral dynamics.Mobile Marketing Association 29
  • Let’s Review Deadly Table Big Data Sins of Stakes for Ideas for Mobile Mobile Mobile Analytics Analytics MarketingMobile Marketing Association 30
  • Or if you prefer Haiku… hear mobile marketing sing a big data song CMOs will weep with joyMobile Marketing Association 31
  • Recommended Resources MARKETINGSHERPA 2012 Mobile Benchmark Report http://bit.ly/UeEIrO @marketingsherpa ANINDYA GHOSE Director, Center for Business Analytics Associate Professor Stern School of Business New York University @aghoseMobile Marketing Association 32
  • JENNIFER VEESENMEYER Vice President, Digital Analytics Practice 443.542.4611 612.356.4191 (cell) @ @jenveese jveesenmeyer@merkleinc.comMobile Marketing Association 33