Mobile Ads Analytics The New Wave

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Analytics - The New Demand

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Mobile Ads Analytics The New Wave

  1. 1. Mobile Ads – Analytics the New Wave By Ganesh Suresh Kumar, Head – On Demand Solutions Telecom
  2. 2. Agenda <ul><li>Market Overview Ads and Analytics </li></ul><ul><li>Mobile Advertisement Dimensions </li></ul><ul><li>Anatomy of Mobile Advertisement </li></ul><ul><li>Analytics based Ads </li></ul><ul><li>Mobile Advertisement Value chain </li></ul><ul><li>Need for Business Innovation </li></ul><ul><li>Benefits </li></ul><ul><li>Case Studies </li></ul>
  3. 3. General Mobile Market Overview <ul><li>Mobile Penetration rate of most countries is more than 70% </li></ul><ul><li>Developed countries have >95% penetration </li></ul><ul><li>Smart phones in Emerging Markets will Rise </li></ul>Source: Business technology, Washington Post etc Online advertising from $45 billion will hit $147 billion by 2012 Interactive advertising revenues will grow from $22.5 billion to $62.4 billion in 2012 Mobile Advertisement industry is in very earlier stage
  4. 4. Total spending on mobile advertising in 2008 was $530.2 million Total spending in BI and Analytics market in 2008 was $8.5 billion. Mobile Advertisement & Analytics Market Overview Immature Market Mobile ad Analytics Source:Gartner,Forrester,Admob <ul><li>A New Revenue Stream </li></ul><ul><li>Right Advertisement to the right people – better ROI </li></ul><ul><li>Have a tracker on mobile industry trend </li></ul>Opportunity
  5. 5. Dimensions of Mobile Ad Analytics <ul><li>Advertising Levers </li></ul><ul><li>Coupons </li></ul><ul><li>Location Based Services </li></ul><ul><li>Alerts </li></ul><ul><li>Sponsorship </li></ul><ul><li>Contests </li></ul><ul><li>Viral Campaign </li></ul><ul><li>Adver-gaming </li></ul><ul><li>Social Communities </li></ul><ul><li>Blogs </li></ul><ul><li>Event Driven activities </li></ul><ul><li>Analytics Levers </li></ul><ul><li>Customer behavior </li></ul><ul><li>Content/application/usage </li></ul><ul><li>Price/Sales/Marketing/campaign </li></ul><ul><li>Churn/less popularity </li></ul><ul><li>Advertisement Mediums </li></ul><ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Mobile Gaming </li></ul><ul><li>Mobile TV </li></ul><ul><li>Mobile Web </li></ul><ul><li>Voice </li></ul><ul><li>Analytics Features </li></ul><ul><li>Standard reports </li></ul><ul><li>Ad hoc reports </li></ul><ul><li>Query drilldown (or olap) </li></ul><ul><li>Alerts </li></ul>Mobile Ad Analytics Mobile Entertainment Mobile Payment Money Transfer Mobile Search/ Browsing Mobile Health Monitoring Location based services
  6. 6. Need Old targeting capability depends on web browsing history which is not a reliable source Challenges Target advertisement Based on Consumer Demography, CRM/GIS Need for Contextual Ad Seamless Data Connectivity Device compatibility GIS based Data Sources Effective Segmentation Market Trend End user information, Competitor Analysis Anatomy of Mobile Advertisement M-Advertising based on contextual advertising which has very little effectiveness Solution Technical Hurdles Software/Handset Capabilities, Bandwidth, Ads format - Undetermined Consumer privacy Demand for good user specific content is endless Mobile Ad Analytics
  7. 7. Analytics based M-Advertisement role - Mobile Apps stores APP Stores – Apple, Nokia OVI store, Google are key players <ul><li>Hundreds of Mobile apps </li></ul><ul><li>What is Best ?? </li></ul><ul><li>ROI How Much ?? </li></ul><ul><li>Customer segmentation How ?? </li></ul><ul><li>Is Free a Model ?? </li></ul><ul><li>Analysis by Segment/Service/Type/ </li></ul><ul><li>Preference/GIS. </li></ul><ul><li>Get the Right Target </li></ul><ul><li>Optimal price tags, Discounts, Offers </li></ul><ul><li>– Levers for Price Analytics </li></ul>Business Challenges Analytics – New Horizon Best fit Price for a Paid ad Apps New Revenues Apps standard & Acceptability Better location/group Targeting Cross selling of Products/Services Proactively Identify Problems Benefits
  8. 8. Current Scenario – Advertising value chain Source: Heavy Reading <ul><li>ROI a concern </li></ul><ul><li>Tracker to Measure </li></ul><ul><li>Return on Marketing </li></ul><ul><li>Investment/Campaign </li></ul><ul><li>success. </li></ul><ul><li>Service Providers are struggling to gain </li></ul><ul><li>Increased revenue Share from t </li></ul><ul><li>this ecosystem </li></ul><ul><li>Growing need to Re-discover </li></ul><ul><li>the Evolving Consumer </li></ul>Unhappy Consumer -Very less effect of the ad on them <ul><li>No location based information </li></ul><ul><li>No proper consumers information </li></ul>Imbalanced Ecosystem
  9. 9. Carriers Advertisers Ad Agencies Publishers <ul><li>High quality targeting strategy by </li></ul><ul><li>demographic and behavioral data </li></ul><ul><li>Location based advertisement </li></ul><ul><li>Understand customers' society </li></ul><ul><li>and its roles </li></ul><ul><li>Applications, device etc analytics </li></ul><ul><li>Robust feedback mechanism to </li></ul><ul><li>measure campaign success </li></ul><ul><li>Traffic, Site usage, mCommerce </li></ul><ul><li>analysis etc </li></ul><ul><li>Census data, Billing data, CRM, </li></ul><ul><li>Contact center data etc </li></ul><ul><li>GIS data </li></ul><ul><li>Non traditional sources like Social </li></ul><ul><li>networking site,email,blog etc </li></ul><ul><li>Channels data </li></ul><ul><li>Device & application data </li></ul><ul><li>Industry Bench mark data for sending </li></ul><ul><li>Alerts </li></ul>Business Needs Analytics on Carriers no longer a separate Island Need for Business Innovation Balanced Ecosystem
  10. 10. Advertiser <ul><li>Personalised Targeting </li></ul><ul><li>Discounted or Ad-Subsidized Services </li></ul><ul><li>Location Based Ads </li></ul><ul><li>Cross selling of related VAS </li></ul>Business Benefits – Across Value chain Carriers <ul><li>Niche Revenue Stream </li></ul><ul><li>Robust collaboration within the Ecosystem </li></ul><ul><li>Proactively Identify problems areas </li></ul>Ad agencies <ul><li>Standardise Ad Quality </li></ul><ul><li>Content Centric </li></ul><ul><li>Discover the Consumer in a better way </li></ul><ul><li>Location specific a Value Add </li></ul>Publishers <ul><li>Improved & Embedded software capability </li></ul><ul><li>More traffic on the network </li></ul><ul><li>More Content and Services </li></ul><ul><li>Personalisation the Key </li></ul>
  11. 11. A Pilot Case Study - Service Provider India Overview Challenges / Business Needs Benefits <ul><li>Launch a Pilot to Analyse and Segment a Market </li></ul><ul><li>Launch Services supported by Ads to select Consumer segments </li></ul><ul><li>Measure and Monitor the Growth, Uptake and Interests levels by Service Category </li></ul><ul><li>Examining stationary and non-stationary nature by auto-correlations, partial correlations </li></ul><ul><li>Exponential Smoothing and ARIMA (Auto regressive integrated moving average technique were used </li></ul><ul><li>Root mean square value is considered for selection criteria. </li></ul><ul><li>Number of interested Subscribers viewing Ads </li></ul><ul><li>Network load forecast for the operator </li></ul><ul><li>Identify most profitable/type of advertisements by </li></ul><ul><li>Segment and Services </li></ul>Solution A Distinguished service provider based in India providing communication services to its Retail ,Wholesale & enterprise sectors.
  12. 12. Thank You Queries – Pl Email to g.sureshkumar@tcs.com

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