Driving Consumer Insights Through Mobile Analytics

596 views

Published on

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

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
596
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Driving Consumer Insights Through Mobile Analytics

  1. 1. Mobile Analytics: Why it Matters by Arthur Policarpio Head of Mobext Asia-Pacific Phuc.Truong@mobext.com
  2. 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. 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 3
  4. 4. If mobile is big, where’s the money?
  5. 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. 6. Why aren’t we spending more?
  7. 7. Lack of reliable framework for measuring success (63%) 7
  8. 8. Why Analytics Matters
  9. 9. Did the campaign work? 9
  10. 10. How much do I spend on mobile? 10
  11. 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 11
  12. 12. Let’s Learn through Cases
  13. 13. Awareness 13
  14. 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. 14
  15. 15. Was it Worth it? • Effective Cost per Impression • Cross Media Comparison • Payout Analysis 15
  16. 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 16
  17. 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) 17
  18. 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) 18
  19. 19. Trial 19
  20. 20. Mobile Coupons 20
  21. 21. Mock Data • 100,000++ coupons redeemed @Php250/coupon • Php25M in mobile-driven revenue 21
  22. 22. Mobile vs. Print Coupons 15%-20% Revenue to Spend ratio for mobile vs. print coupons 22
  23. 23. Consideration 23
  24. 24. Mobile Search • Challenge • increase consideration for loan products • Solution • invest in (mobile) search, create mobile landing page to generate leads 24
  25. 25. 25
  26. 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) 26
  27. 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) 27
  28. 28. Purchase 28
  29. 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 29
  30. 30. Actual Data • 500,000++ downloads • 10 million pounds worth of pizza sold in 1 year 31
  31. 31. Mock Results • Php5 million spent on production + marketing • 10,000 downloads only • 30% active customers ordering at least Php500 per month 32
  32. 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) 33
  33. 33. Payout Analysis • Php5M investment • divide by: Php600,000 GI per month • 8 months return on investment 34
  34. 34. Retention 35
  35. 35. Mobile Recipe App • Challenge • increase consumption/drive loyalty • Solution • recipe app 36
  36. 36. 37
  37. 37. Mock Results • 50,000 downloads • Php6M investment 38
  38. 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) 39
  39. 39. Customer Lifetime Value Model 40
  40. 40. 41
  41. 41. Arthur Policarpio Head of Mobext, Asia-Pacific arthur.policarpio@mobext.com +639175694375 Twitter: @art_policarpio 42

×