10 Tips for Leveraging Big Data for Mobile Marketing

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"Big Data" (the high volume, variety, and velocity of data) is all the rage. But how does a marketer best utilize it for mobile marketing? Here are ten tips for leveraging Big Data for mobile marketing -- with a focus on acquisition.

This presentation was prepared for the Eye for Travel Online Marketing Conference in Miami, June 2014.

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10 Tips for Leveraging Big Data for Mobile Marketing

  1. 1. 10 Tips for Leveraging Big Data for Mobile Marketing Eye for Travel | Miami | June 2014 Heather Forsythe Sr. Director of Marketing @MsAdventurous heforsythe@gmail.com LinkedIn.com/in/HeatherForsythe
  2. 2. TripIt: the perfect travel companion 2
  3. 3. “Consumers have never been more connected – but it’s never been harder to connect with them.” – Tom Daly, Coca Cola
  4. 4. Ensure you have the right data infrastructure 4 Third party data Actionable Intelligence Tip #1 Database
  5. 5. 87% of consumer time spent on mobile…is in apps. 5 Incorporate in-app advertisingTip #2 Source: Nielsen
  6. 6. In-app advertising: example 6
  7. 7. • There are more Android users overall - 52% Android vs. 42% iOS in US (Nielsen) • A majority of visits to ecommerce sites are from iPhones - …but those who do purchase on Android spend more per order • App retention is now on par with iOS Don’t forget about AndroidTip #3 Source: Localytics 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% 1 2 3 4 5 6 7 8 9 10 11+ Android iPhone & iPad Share of visits to e-commerce sites from phones Average order value from phones iPhone 60% $126 Android 39% $136 App User Retention: By Mobile Platform (# times App was Used) Source: Monetate
  8. 8. Target Android users by device type …to reach the higher-income users more likely to purchase travel. 8
  9. 9. 9 7.2B World Population 4.5B Mobile Phone Users 1B Facebook Monthly Active Mobile Users Get on Facebook. Now.Tip #4 Sources Facebook Q1 Earnings Report, eMarketer, worldometer.info
  10. 10. Facebook has powerful targeting options Use current user data to build exclusion lists and lookalike segments 10
  11. 11. Facebook ad format mimics native app experience 11
  12. 12. Facebook vs. Alternative Mobile Advertising 12 Facebook effectively delivers quality users Cost Per Install Purchase Rate Conversion Rate Cost per Purchaser Source: Fiksu sample of 9M conversions across wide range of apps, networks 100% 72% 292% 0% 50% 100% 150% 200% 250% 300% 350% Banner DSP Facebook 100% 94% 135% 0% 20% 40% 60% 80% 100% 120% 140% 160% Banner DSP Facebook 100% 225% 619% 0% 100% 200% 300% 400% 500% 600% 700% Banner DSP Facebook 100% 71% 63% 0% 20% 40% 60% 80% 100% 120% Banner DSP Facebook
  13. 13. • Utilizes real-time bidding exchanges (RTB) • After Facebook, RTBs offer the most granular level of targeting • Highly efficient, rapidly growing traffic source 13 Leverage programmatic (dynamic) buyingTip #5
  14. 14. 14 Apply retargeting to mobileTip #6 A user already has the app installed, but isn't using it Serve them a personalized ad to drive re-engagement with your app When user clicks, the app opens directly to the page you specified Image source: Deeplink.me
  15. 15. Pro Purchase Pro Trial Free Sign-up App launch Mobile download Click-thruImpression 15 Move beyond the downloadTip #7 CPM CPC CPI CPA-1 CPA-2 CPA-3 LTV 26% of all apps downloaded are used only once. - Localytics, July 2013
  16. 16. FYI, TripIt uses 16 Consider an optimization partnerTip #8 1. Provides automated optimization 2. Optimizes on post-download events 3. Integrated with ad tracking and attribution 4. Enables broad media deployment What to look for:
  17. 17. 17 Don’t forget to tailor the contentTip #9
  18. 18. 18 Utilize location-based dataTip #10
  19. 19. 10 Tips for Leveraging Big Data for Mobile Marketing 19 1. Ensure you have the right data infrastructure 2. Incorporate in-app advertising 3. Don’t forget about Android 4. Get on Facebook. Now. 5. Leverage programmatic (dynamic) buying 6. Apply retargeting to mobile, too 7. Move beyond the download 8. Consider an optimization partner 9. Don’t forget to tailor the content 10.Utilize location-based data
  20. 20. Heather Forsythe @MsAdventurous heforsythe@gmail.com LinkedIn.com/in/HeatherForsythe

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