2. AGENDA
• 7:30 AM - 7:45 AM
Introductions
• 7:45 AM - 8:15 AM
From Web Analytics to Customer Intelligence & Beyond
• 8:15 AM - 8:55 AM: PANEL
What you can learn from mobile gamers
• 8:55 AM - 9: 00 AM:
Questions and closing comments
Mobile Marketing Association
3. Speakers
• Dan Kimball, Chief Marketing Officer – Kontagent
• Rand Schulman, Co-Founder/ Emeritus Director - Digital
Analytics Association; Analytics Executive
• Josh Williams, President – Kontagent
• Rob Carroll, Chief Mobile Officer – 5th Planet Games
Mobile Marketing Association
4. The Evolved Customer: From
Web Analytics to Mobile
Intelligence
Rand Schulman
Mobile Marketing Association
5. Mobile Marketing Today is Like Web Marketing
in 1997 – And We Know What Happened!
• Good news - 93% of the responders* use Web
Analytics!
• Mixed news - yet few optimize Mobile and Cross
Channel Analytics and less than 30% have any
clear objectives
• So, where do we go from here? Will it be another
15 years?
*According to a soon to be released Incisive Media-ClickZ / Efectyv Marketing
survey of almost 250k readers/ conference attendees –
Mobile Marketing Association
6. Why Now? New Breakthroughs Create
New Challenges – Analytics Critical
• Offline Direct Marketing Insights Drove Web Analytic Developments in the
Mid 1990
• Today Technology enablers – Big Data / Cloud / CPU / Bandwidth
advancements - real-time empirical data
• Converged Workflow People - Digital Marketing - becoming more like
Direct Marketing creating a new role definition for the “Marketer”
• Gamers taught us that APP Engagement is Key –
– Law of Large numbers means / rapid A/B/M testing – Optimization
– Greater engagement / greater conversion to intent
Mobile Marketing Association
8. Brands are becoming
more customer-centric.
Mobile is at the center
of this relationship.
2
Mobile Marketing Association
9. But…Brands need customer
insights to build
meaningful, memorable and
valuable lifetime experiences.
Think Amazon…
3
Mobile Marketing Association
10. Creativity without
Conversion = Zero
•Identify your Business
Goals - just like offline and
Internet
•Monitor, measure and
maximize – Become a
Content Engineer
4
Mobile Marketing Association
11. How Do You Define Customer Value and Conversions?
Customer Customer Customer
Engagement Monetization Profitability
- User Experience - Revenue - Acquisition Costs
- Retention - Lifetime Value vs Lifetime Value
- Loyalty - App Efficiency
Metrics for Success: Metrics for Success: Metrics for Success:
Retention, Stickiness, Funnel Revenue, Revenue/Customer, Cost/Install, Profit/Install, Reve
Conversions, Event Timeline Lifetime Value nue/Customer,
Flows LTV/Customer
… And How Do You Plan to Measure Success?
1
Mobile Marketing Association 6
12. “We’re an analytics company masquerading
as a games company.”
Ken Rudin
Vice President, Analytics & Platform Services
Source: WSJ
12
Mobile Marketing Association
13. Greater APP Engagement - 183% Increase in
ARPU* in less than Two Months for Gaia**
• How effective are my ads in reach?
• What is the quality & age of users from
different countries?
• What is my campaign performance by
partner and country tier?
• How are my users performing
APP post install?
*Average revenue per user
** 1 million post per day, 7 million Unique per mo, 26 million reg. users
LTV Dashboard
www.kontagent.com
Mobile Marketing Association
14. Gamification: Beyond Gamers – A Rush
Towards Customer Engagement
• Consumer
– Verizon seeing increase of 30% time on site time (goal increase
revenue, decrease cost)
– San Diego Power and Gas and OpsPower (decrease cost)
– Samsung – Increase of 200% per month site user engagement
(reviews/revenue)
• Content & Media companies have seen 30-40%* increase in Reader
interactions (goal - increase revenue)
– USA Networks 130% increase Page Views 40% Return Visitors
• Health care – Aetna / Kaiser seeing 50%* increase in “healthy actions”
(goal – decrease in cost)
• * Deloitte Review The Engagement Economy 2012
Mobile Marketing Association
15. Mobile - Part of “Omni Channel” Metrics -
The ROI of Mobile
• Measure LTV
• Measure viral factor and channel
attribution -
• Understand Correlation and
Causality
• Test and Optimize
Mobile Marketing Association
16. What’s Next - Where Do We Go From Here?
• “Privacy is dead – Get over it” – Scott McNealy . Your kids have!
• AI will play a major factor driving solutions (Siri)
• Relevance Bubbles
– You will find content based on your social graph (pull)
– Information/Brands will find you (push)
• Relevance Fences
– Hyper -local targeting for Search, Ads, and Brand Engagement
• New technology allows Consumers to be “Always On” with multi
Screens
• Relevance Gates
– Omni Channel Data will merge consumer experience between bricks
and clicks
Mobile Marketing Association
17. In Summary: What Should You Do Now?
• Remember to Walk before you Run! Start with manageable definable projects
and objectives.
• You need applications that will allow you to Collect/Track Behavioral data:
– Select Best–of-Breed applications that solve Point Pain for Roles.
– Be careful of vendor hype – “One throat to choke”!
• Measure Results and Optimize process
– not enough to just capture data; you need to be prepared for meaningful
analysis of the results. Return on investment assumptions should be
thought of beyond simple project dollars spent. Develop formulas to
measure the long-term value of more engaged or loyal customers across
new channels – and Enterprise Systems of Record
• Who/How? Think of “The New Marketer” as The Content Engineer
– a multi-disciplinary team that includes business-line strategists and
managers, along with social scientists, marketers, game designers,
programmers and those with data analytics expertise
Mobile Marketing Association
18. Thank you
rschulman@pacific.edu
Mobile Marketing Association
19. AGENDA
• 7:30 AM - 7:45 AM
Introductions
• 7:45 AM - 8:15 AM
From Web Analytics to Customer Intelligence & Beyond
• 8:15 AM - 8:55 AM: PANEL
What you can learn from mobile gamers
• 8:55 AM - 9: 00 AM:
Questions and closing comments
Mobile Marketing Association
20. Speakers
• Dan Kimball, Chief Marketing Officer – Kontagent
• Josh Williams, President – Kontagent
• Rob Carroll, Chief Mobile Officer – 5th Planet Games
Mobile Marketing Association
Analytics is a baseline requirement across all phases. This internal effort is apart from periodic reporting, as it should be gauging in real time the performance of all paid, owned, and earned channels and allow for rapid iteration. Don’t expect this team to be able to see the forest through the trees as they peer in closely, so ensure the periodic reporting phase is included –you need both.Often companies jump to decide what they say, without analyzing what people want to hear, and that’s why the prior phase on analysis and reporting was a requirement. Companies can now develop a content strategy, but should understand how it changes and varies depending on the following variables: product type, geography, channel, screen, and source of information. Note that this spans many internal teams from corpcomm, brand marketing, media buying, social media team and all related agency partners.
We are now atyet another fork in the road. We have the opportunity to engage the consumer in entirely new and personalized ways. But we need to approach social marketing differently and harness its enormous potential for consumer intelligence.
GAMING COMPANIES ARE LEADING THE WAYZynga, the company behind Farmville and Fishville, is transforming the game industry. They are doing so by leveraging analytics to understand what engages their large user base and applying these findings to optimize their marketing campaigns and games for average revenue per user (ARPU).
Example: Gaia Online – a large online social network - achieved a 183% increase in ARPU in less than two months by applying a methodology similar to the Zynga approach. However, instead of built-in analytics, they leveraged Kontagent, a3rd party analytics platform, to gain similar insights.Gaia Online is an English-language, anime-themed social networking and forums-based website. Gaiaonline was founded in 2003.[1][2] but the name was changed to GaiaOnline.com in 2004 from go-gaia by its owner, Gaia Interactive. Gaia originally began as an anime linklist and eventually developed a small community,[2] but, following a statement by founder Derek Liu (username "Lanzer"), the website moved towards social gaming, and[3] eventually became a forum-based website.[4][5] Today, over a million posts are made daily[4] and it is visited by 7 million unique users each month[6] (with over 26 million total registered users). Gaia also won the 2007 Webware 100 award in the Community category.[7] In January 2011, the company won the Mashable Best User experience Award for 2010Ready or not, gamification is taking the business world by storm.For anyone unfamiliar with gamification, it's the application of game-like elements such as challenges, points, badges and levels to business and other nongame websites. An estimated 70 percent of the top 2,000 public companies in the world will have at least one gamified application by 2014, Stamford, Conn.-based research firm Gartner Inc. predicts.Patrick Salyer, CEO of gamification platform Gigya, believes there are two keys to success with gamification. "One is making sure that all gamified elements are inherently social," he says. "That is, don't restrict engagement to the internal site community. Award points for activities that reach users' social [networks] to bring in referral traffic."The other is to focus on rewarding activities that create value for your businesses. "For example, award points and badges for behaviors like subscribing to your company's newsletter, checking into your store or sending coupons to friends," Salyer says. "Gamification is not about haphazardly throwing badges across your site."Companies should weigh a number of factors before deciding whether to get into the gamification game. To help you decide, here are three case studies of major companies that benefited from incorporating gaming techniques into their sites and the lessons they learned along the way.USA Network's Club Psych fan loyalty site1. Club PsychNBC Universal's USA Network enlisted the help of gamification startup San Jose, Calif.-based Bunchball in July 2010 to increase engagement on the website for Psych, one of its TV shows. First, they launched a fan loyalty program called Club Psych that lets users win weekly prizes by completing different challenges.To enhance Club Psych, USA launched Psych Vision, a mobile app that let users access behind-the-scenes videos, play trivia games to earn points and unlock prizes, and chat with other fans, all while watching the show. With this tie-in, USA became one of the first marketers to offer a complete second screen experience, where fans could experience Psych on their TVs, as well as via mobile.Related: How Badgeville Is Gamifying the InternetAfter seeing a 130 percent jump in page views and a 40 percent increase in return visits to the Psych website with the Club Psych integration, USA decided to expand and created a social media mystery game called #HashTagKiller, which engages fans with puzzles, clues and Facebook chats with the show's actors. Jesse Redniss, senior vice president of digital, says #HashTagKiller has driven more than 95 million page views from 300,000 unique users since its launch in September 2011.Lesson learned: Turn visitors into brand ambassadors. A gamified social experience such as Club Psych can turn engaged fans into valuable brand ambassadors. Redniss notes that, "288,000 shares on Facebook's platform have provided us with over 38 million exposures of the 'Psych' brand to our users' friends and families." To reward those ambassadors, USA Network has given away prizes such as Nintendo Wii systems, Psych DVDs and character bobbleheads.The Verizon Insider game and online community2. Verizon InsiderVerizon Wireless wanted to increase the time users spend on its website and the amount of interaction with its content. In January, the company partnered with Gigya and digital agency Modal to develop a new version of its community hub Verizon Insider. Now, users can earn points and rewards for participating in contests, posting comments and promoting events.Is Gamification the Right Play for Your Business?While gamification may sound appealing to companies seeking greater customer engagement, they should be sure it's a winning proposition before investing time and money.Dustin DiTommaso, the experience design director at design studio Mad*Pow suggests that companies think seriously about why they're interested in gamification and how it could help them meet their business goals.Before gamifying, he says, a business should be able to answer these six questions with confidence:• What is the reason for gamifying your product or service?• How does it benefit users?• Will they enjoy it?• What are your business goals?• How do you get users to fulfill those business goals?• What actions do you want users to take?If you can provide solid answers to all the questions, gamification could be an effective component of your online efforts.Gamification can reward "behaviors consumers will naturally take on the site, such as sharing a blog that's relevant to their social networks or uploading a photo of themselves and their friends while attending a Verizon-sponsored concert," says Beth Tourek, Verizon's social media strategist. Verizon Insider also can be customized to match a user's interests or location.Verizon Insider seems to be paying off. "On average, users spend over 30 percent more time on-site with social login versus site login," Tourek says, "[And] the site has experienced more than 15 percent more page views."Lesson learned: Make it personal. Any gaming experience should aim to make users feel their experience is special. That's why Verizon Insider gives users customized badges to personalize their experience."The gamification element that excited us most was the opportunity to create customized badges for unique local programs," Tourek says. "For example, we're working on a 'Snow Bunny' badge for people who enter an upcoming sweepstakes to win a season pass at a Utah ski resort we sponsor."The Samsung Nation gaming hub3. Samsung NationKorean electronics giant Samsung launched its social loyalty program, Samsung Nation, in November to target the millions of fans who were already engaging with its corporate website. "We want to show them that we appreciate their loyalty and interest," says Esteban Contreras, social media marketing manager for Samsung Electronics America. Samsung worked with Menlo Park, Calif.-based gamification company Badgeville to build Samsung Nation, where users earn badges for completing activities such as writing reviews, watching videos and participating in forums. Because Samsung.com already gets tens of millions of visits per year, the company didn't need to do much outside promotion. Instead, it has focused on explaining the benefits of its gaming program on its site.Related: One Young Entrepreneur's Million-Dollar Idea in Mobile GamingOne of Samsung's gamification goals was increasing engagement and the number of product reviews. So far, results have been encouraging, with user behavior such as product reviews increasing "hundreds of percent per month," according to Badgeville.Lesson learned: Focus on engaged users. Instead of trying to reach a new audience, Contreras encourages businesses to focus on the people already engaging with their brands and figure out whether those highly engaged and passionate customers would value a social loyalty program. For Samsung, that meant learning how fans of Samsung.com were already using the site and how it could be made even more appealing.Read more stories about: Games, Online businesses, Gamification
Gamification is about taking the essence of games—fun, play, transparency, design and challenge—and applying it to real-world objectives rather than pure entertainment. In a business setting, that means designing solutions for everything from office tasks and training to marketing or direct customer interaction by combining the thinking of a business manager with the creativity and tools of a game designer.Opower is not alone in the attempt to improve energy efficiency with a new approach. “We’re all about the game mechanics,” says Yoav Lurie, CEO of Simple Energy, whose social game elements and data analytics combine with real-world prizes.8 Lurie’s company participated in an energy efficiency program piloted by San Diego Gas & Electric that succeeded in more than doubling energy savings among participating residential customers during a three-month period.9Of course, engaging customers and employees with game thinking and mechanics can extend far beyond looking at new ways to encourage energy efficiency. Industries and businesses of all types are seeing the benefit of applying these techniques. Content and media companies have seen online customer interactions increase 30–40 percent.10, 11 Health care insurance providers such as Aetna and Kaiser Permanente are encouraging customers to engage in health care/wellness more regularly, with Aetna seeing increases of 50 percent in healthy actions.12, 13 And restaurants using these strategies are seeing gains in both sales and server gratuitiesReady or not, gamification is taking the business world by storm.For anyone unfamiliar with gamification, it's the application of game-like elements such as challenges, points, badges and levels to business and other nongame websites. An estimated 70 percent of the top 2,000 public companies in the world will have at least one gamified application by 2014, Stamford, Conn.-based research firm Gartner Inc. predicts.Patrick Salyer, CEO of gamification platform Gigya, believes there are two keys to success with gamification. "One is making sure that all gamified elements are inherently social," he says. "That is, don't restrict engagement to the internal site community. Award points for activities that reach users' social [networks] to bring in referral traffic."The other is to focus on rewarding activities that create value for your businesses. "For example, award points and badges for behaviors like subscribing to your company's newsletter, checking into your store or sending coupons to friends," Salyer says. "Gamification is not about haphazardly throwing badges across your site."Companies should weigh a number of factors before deciding whether to get into the gamification game. To help you decide, here are three case studies of major companies that benefited from incorporating gaming techniques into their sites and the lessons they learned along the way.USA Network's Club Psych fan loyalty site1. Club PsychNBC Universal's USA Network enlisted the help of gamification startup San Jose, Calif.-based Bunchball in July 2010 to increase engagement on the website for Psych, one of its TV shows. First, they launched a fan loyalty program called Club Psych that lets users win weekly prizes by completing different challenges.To enhance Club Psych, USA launched Psych Vision, a mobile app that let users access behind-the-scenes videos, play trivia games to earn points and unlock prizes, and chat with other fans, all while watching the show. With this tie-in, USA became one of the first marketers to offer a complete second screen experience, where fans could experience Psych on their TVs, as well as via mobile.Related: How Badgeville Is Gamifying the InternetAfter seeing a 130 percent jump in page views and a 40 percent increase in return visits to the Psych website with the Club Psych integration, USA decided to expand and created a social media mystery game called #HashTagKiller, which engages fans with puzzles, clues and Facebook chats with the show's actors. Jesse Redniss, senior vice president of digital, says #HashTagKiller has driven more than 95 million page views from 300,000 unique users since its launch in September 2011.Lesson learned: Turn visitors into brand ambassadors. A gamified social experience such as Club Psych can turn engaged fans into valuable brand ambassadors. Redniss notes that, "288,000 shares on Facebook's platform have provided us with over 38 million exposures of the 'Psych' brand to our users' friends and families." To reward those ambassadors, USA Network has given away prizes such as Nintendo Wii systems, Psych DVDs and character bobbleheads.The Verizon Insider game and online community2. Verizon InsiderVerizon Wireless wanted to increase the time users spend on its website and the amount of interaction with its content. In January, the company partnered with Gigya and digital agency Modal to develop a new version of its community hub Verizon Insider. Now, users can earn points and rewards for participating in contests, posting comments and promoting events.Is Gamification the Right Play for Your Business?While gamification may sound appealing to companies seeking greater customer engagement, they should be sure it's a winning proposition before investing time and money.Dustin DiTommaso, the experience design director at design studio Mad*Pow suggests that companies think seriously about why they're interested in gamification and how it could help them meet their business goals.Before gamifying, he says, a business should be able to answer these six questions with confidence:• What is the reason for gamifying your product or service?• How does it benefit users?• Will they enjoy it?• What are your business goals?• How do you get users to fulfill those business goals?• What actions do you want users to take?If you can provide solid answers to all the questions, gamification could be an effective component of your online efforts.Gamification can reward "behaviors consumers will naturally take on the site, such as sharing a blog that's relevant to their social networks or uploading a photo of themselves and their friends while attending a Verizon-sponsored concert," says Beth Tourek, Verizon's social media strategist. Verizon Insider also can be customized to match a user's interests or location.Verizon Insider seems to be paying off. "On average, users spend over 30 percent more time on-site with social login versus site login," Tourek says, "[And] the site has experienced more than 15 percent more page views."Lesson learned: Make it personal. Any gaming experience should aim to make users feel their experience is special. That's why Verizon Insider gives users customized badges to personalize their experience."The gamification element that excited us most was the opportunity to create customized badges for unique local programs," Tourek says. "For example, we're working on a 'Snow Bunny' badge for people who enter an upcoming sweepstakes to win a season pass at a Utah ski resort we sponsor."The Samsung Nation gaming hub3. Samsung NationKorean electronics giant Samsung launched its social loyalty program, Samsung Nation, in November to target the millions of fans who were already engaging with its corporate website. "We want to show them that we appreciate their loyalty and interest," says Esteban Contreras, social media marketing manager for Samsung Electronics America. Samsung worked with Menlo Park, Calif.-based gamification company Badgeville to build Samsung Nation, where users earn badges for completing activities such as writing reviews, watching videos and participating in forums. Because Samsung.com already gets tens of millions of visits per year, the company didn't need to do much outside promotion. Instead, it has focused on explaining the benefits of its gaming program on its site.Related: One Young Entrepreneur's Million-Dollar Idea in Mobile GamingOne of Samsung's gamification goals was increasing engagement and the number of product reviews. So far, results have been encouraging, with user behavior such as product reviews increasing "hundreds of percent per month," according to Badgeville.Lesson learned: Focus on engaged users. Instead of trying to reach a new audience, Contreras encourages businesses to focus on the people already engaging with their brands and figure out whether those highly engaged and passionate customers would value a social loyalty program. For Samsung, that meant learning how fans of Samsung.com were already using the site and how it could be made even more appealing.Read more stories about: Games, Online businesses, Gamification
SAPPs an MAPPs enable brands to target an engage their most valuable user segments. We can now measure and optimize the cost and value of user engagement via SAPPs and MAPPs …not just in single session but through multiple sessions - through the lifetime of the engagement. This is a new way to optimize Life Time Value (LTV)!
