Making More Money with Mobile Marketing Metrics

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Evan Gerber, Principal Consultant, Molecular
and Alan Osetek, EVP, Visual IQ
share the following:
--Current state of mobile &why its an important part of the marketing mix
--Mobile & digital media measurement hurdles
--Best practices &strategies to increase mobile impact
--Mobile case study Fortune 500 consumer packaged goods manufacturer
--10 best practices for optimizing a digital marketing/advertising campaign

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  • Making More Money with Mobile Marketing Metrics

    1. 1. Thank You! Making More Money with Mobile Marketing Metrics eMetrics SF May 2008 Alan Osetek, EVP, Visual IQ Evan Gerber, Principal Consultant, Molecular
    2. 2. What We’ll Cover <ul><li>Context for mobile: Current state of mobile and why its an important part of the marketing mix </li></ul><ul><li>Current state of marketing mobile and digital media measurement hurdles </li></ul><ul><li>Best practices, and strategies that can increase mobile impact as well as the overall success of cross channel campaigns. </li></ul><ul><li>Mobile case study Fortune 500 consumer packaged goods (CPG) manufacturer </li></ul><ul><li>10 best practices for optimizing a digital marketing/advertising campaign </li></ul><ul><li>Q&A </li></ul>
    3. 3. The mobile landscape The mobile landscape
    4. 4. Mobile – there’s gold in them hills! <ul><li>7 out of 10 adults in the US have a mobile phone </li></ul>
    5. 5. Mobile – there’s gold in them hills! <ul><li>7 out of 10 adults in the US have a mobile phone </li></ul><ul><li>Predicted to reach 85% by the end of the decade </li></ul>
    6. 6. Mobile – there’s gold in them hills! <ul><li>7 out of 10 adults in the US have a mobile phone </li></ul><ul><li>76% now, predicted to reach 85% by the end of the decade </li></ul><ul><li>88.4 million US households have at least one phone </li></ul>
    7. 7. Mobile – there’s gold in them hills! <ul><li>7 out of 10 adults in the US have a mobile phone </li></ul><ul><li>Predicted to reach 85% by the end of the decade </li></ul><ul><li>88.4 million US households have at least one phone </li></ul><ul><li>17% of users are now on the mobile web – 34.6 million people </li></ul>
    8. 8. Mobile – there’s gold in them hills! <ul><li>7 out of 10 adults in the US have a mobile phone </li></ul><ul><li>Predicted to reach 85% by the end of the decade </li></ul><ul><li>88.4 million US households have at least one phone </li></ul><ul><li>17% of users are now on the mobile web – 34.6 million people </li></ul><ul><li>More than 33% of users send and receive text messages </li></ul>
    9. 9. Mobile – there’s gold in them hills! <ul><li>7 out of 10 adults in the US have a mobile phone </li></ul><ul><li>Predicted to reach 85% by the end of the decade </li></ul><ul><li>88.4 million US households have at least one phone </li></ul><ul><li>17% of users are now on the mobile web – 34.6 million people </li></ul><ul><li>More than 33% of users send and receive text messages </li></ul><ul><li>The mobile internet is growing </li></ul><ul><ul><li>Mobisodes </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><ul><li>Gaming </li></ul></ul>
    10. 10. Some major prospectors <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Online Banking – Bank of America, Citibank, Barclays, Wachovia </li></ul></ul>
    11. 11. Some major prospectors <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Travel – Kayak, Orbitz, Delta </li></ul></ul>
    12. 12. Some major prospectors <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Consumer Brands – Procter and Gamble, Coca Cola </li></ul></ul>
    13. 13. Some major prospectors <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Social Networking – Facebook, MySpace, Google, etc… </li></ul></ul>
    14. 14. Caution: Rapid Change
    15. 15. Caution: Gobs of platforms, gobs of phones
    16. 16. Caution: Net Neutrality <ul><li>Carriers want to retain control </li></ul>
    17. 17. Caution: Net Neutrality <ul><li>Carriers want to retain control </li></ul><ul><li>Brands need their permission </li></ul>
    18. 18. Caution: Net Neutrality <ul><li>Carriers want to retain control </li></ul><ul><li>Brands need their permission </li></ul><ul><li>This will change over time </li></ul>
    19. 19. Current State of Mobile and Digital Media Measurement Hurdles <ul><li>Knowing where we have been in marketing can help us understand where we are going </li></ul>
    20. 20. We are living in a Media Fragmented World!
    21. 21. But it is also totally connected at the same time…
    22. 22. <ul><li>A perfect storm is powering the transformation of media: </li></ul><ul><ul><li>the digitization of media and data </li></ul></ul><ul><ul><li>faster and cheaper computing </li></ul></ul><ul><ul><li>the explosion of online networks and data collection </li></ul></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>The Current State
    23. 23. McKinsey Study – Limits to Digital Advertising Growth How companies are marketing online: A McKinsey Global Survey – September 2007
    24. 24. Current state of marketing: offline, online, mobile <ul><li>Knowing where the next generation is at can help guide our vision of the future </li></ul>
    25. 26. Challenges and Best Practices <ul><li>How to harness the evolving sphere of influence </li></ul><ul><li>In digital marketing mobile has the greatest potential </li></ul><ul><li>Challenge: It’s the least understood </li></ul><ul><li>So how do we expand what we know to succeed with mobile and make it profitable? </li></ul>
    26. 27. Advertiser Challenge <ul><li>Quantifying the impact of each marketing investment relative to key business objectives: Improve ROI of their marketing spend. </li></ul><ul><li>Truly achieving One-to-One communications by quickly understanding customer attributes and behaviors. </li></ul>
    27. 28. The Challenge – Integrating Multiple Media Channels <ul><li>Multiple logins </li></ul><ul><li>Manual data extraction </li></ul><ul><li>Summary data only </li></ul><ul><li>Duplicate conversion conflicts </li></ul><ul><li>Limited modeling opportunities </li></ul><ul><li>Inaccurate inventory & forecasting </li></ul>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
    28. 29. Bringing it All Together – Best Practices <ul><li>One intelligent platform to aggregate and analyze response data from all points of contact </li></ul><ul><li>Automated integrated performance reporting across all communication channels </li></ul><ul><li>Advanced modeling, analytics and reports are produced within the platform </li></ul><ul><li>Cross Campaign, Product and Business Unit learning and insight </li></ul>
    29. 30. Bringing it All Together –High Level Architecture
    30. 31. Benefits of the Solution <ul><li>Data Collection and Data Management combined with Business Analytical Tools </li></ul><ul><li>Build a foundation for continually evaluating campaign effectiveness by integrating mobile, offline, and online response & conversion information </li></ul>Report, Analyze and Optimize media spend across all marketing channels
    31. 32. Mobile Case Study <ul><li>Succeeding with Mobile Marketing: </li></ul><ul><li>Fortune 500 Consumer Packaged Goods Company </li></ul>
    32. 33. Mobile Case Study <ul><li>The objective of this CPG clients campaign was two fold: </li></ul><ul><li>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. </li></ul><ul><li>Secondly, test out the ability to integrate multiple consumer touch points during the course of the campaign. </li></ul><ul><li>What they learned: </li></ul><ul><li>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. </li></ul>
    33. 34. Mobile Case Study <ul><li>The results: </li></ul><ul><li>Overall, the program was a huge success </li></ul><ul><ul><li>Program generated nearly 56,000 total mobile responses </li></ul></ul><ul><ul><li>~40,000 Unique Users played via mobile phone </li></ul></ul><ul><ul><li>~36,000 winning entries </li></ul></ul><ul><ul><li>Excellent participation relative to level of opt-in support (On package only campaign, no print or broadcast) </li></ul></ul>
    34. 35. Mobile Case Study <ul><li>What they did: </li></ul><ul><li>Created a unified marketing warehouse built with all consumer data collected and utilized to quickly evaluate performance. </li></ul><ul><li>Measured campaign results daily with analysis and breakdown by state, time of day, wireless carrier, and overall interaction with the brand. </li></ul><ul><li>Made improvements to both level of opt-in support and tactical implementation of On Pack promo possible. </li></ul>
    35. 36. Mobile Case Study <ul><li>How they did it: </li></ul><ul><li>Data Sources: Mobile participation data, website prize redemption data, and client retail sales impact </li></ul><ul><li>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. </li></ul><ul><li>Specific changes were made to the length of alphanumeric code, inversion, and window clarity. </li></ul>
    36. 37. Unique Users by Age Group
    37. 38. Participation Breakdown By Hour of Day
    38. 39. Win Status Analysis
    39. 40. Participation by Wireless Carrier
    40. 41. Top 10 List of Best Practices for Digital Advertising and Reporting Now it’s your turn…
    41. 42. Top 10 List of Best Practices for Digital Advertising and Reporting <ul><li>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. </li></ul><ul><li>In 2008, as larger portions of advertising budgets shift to mobile and online advertising in general, marketers need to consistently improve measurement and performance. </li></ul><ul><li>‘ top 10’ list of best practices for digital advertising reporting and measurement. </li></ul><ul><li>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. </li></ul>
    42. 43. Top 10 List of Best Practices for Digital Advertising and Reporting <ul><li>STEP 1—Select a data collection and warehousing approach </li></ul><ul><li>STEP 2—Define Key Performance Indicators (KPI) </li></ul><ul><li>STEP 3—Determine marketing or campaign success criteria and overall goals </li></ul><ul><li>STEP 4—Establish attribution management and tracking </li></ul><ul><li>STEP 5—Employ visual marketing scorecards and dashboards </li></ul><ul><li>STEP 6—Monitor campaign analysis and optimization </li></ul><ul><li>STEP 7—Integrate customer sales data </li></ul><ul><li>STEP 8—Consider weighted marketing campaign conversion attribution </li></ul><ul><li>STEP 9—Collaborate and share information </li></ul><ul><li>STEP 10—Don’t go overboard and improve over time </li></ul>
    43. 44. 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
    44. 45. <ul><li>Q&A </li></ul>
    45. 46. <ul><li>Thank You </li></ul><ul><li>Alan Osetek, EVP, Visual IQ </li></ul><ul><li>[email_address] 508.479.6686 </li></ul><ul><li>& </li></ul><ul><li>Evan Gerber, Principal Consultant, Molecular </li></ul><ul><li>[email_address] 415.541.2835 </li></ul>

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