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Sf mma forum kontagent 2013 rand

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Sf mma forum kontagent 2013 rand

  1. 1. Winning the Mobile Game A Breakfast Workshop Sponsored by KontagentMobile Marketing Association
  2. 2. AGENDA • 7:30 AM - 7:45 AM Introductions • 7:45 AM - 8:15 AM Evolution of analytics • 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers • 8:55 AM - 9: 00 AM: Questions and closing commentsMobile Marketing Association
  3. 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 GamesMobile Marketing Association
  4. 4. The Evolved Customer From Web Analytics to Mobile Intelligence Rand SchulmanMobile Marketing Association
  5. 5. Mobile Marketing Today is Like Web Marketing in 1997 – And We Know What Happened! • According to a soon to be released Incisive Media- ClickZ / Efectyv Marketing survey of almost 250k readers – • Good news - 93% of the responses* use Web Analytics WOW! • Mixed news - yet few optimize Mobile and Cross Channel Analytics and less than 30% have agreed with objectives *aprox 980Mobile Marketing Association
  6. 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 intentMobile Marketing Association
  7. 7. THINKDIFFERENT.ly7
  8. 8. Brands are becoming more customer-centric. Mobile is at the center of this relationship. 2Mobile Marketing Association
  9. 9. But…Brands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon… 3Mobile Marketing Association
  10. 10. Creativity without conversion = Zero •Identify your Business Goal just like offline and Internet •Monitor, measure and maximize – Become a Content Engineer 4Mobile Marketing Association
  11. 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, Conversions, Event Timeline Lifetime Value Revenue/Customer, Flows LTV/Customer … And How Do You Plan to Measure Success? 1Mobile Marketing Association 6
  12. 12. “We’re an analytics company masquerading as a games company.” Ken Rudin Vice President, Analytics & Platform Services Source: WSJ 12Mobile Marketing Association
  13. 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.comMobile Marketing Association
  14. 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 2012Mobile Marketing Association
  15. 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 OptimizeMobile Marketing Association
  16. 16. In Summary: What Should You Do Now? • You need applications that will allow you to Collect/Track Behavioral data • 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 – MAPPS, SAPPS and APPS • Who/How? 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 expertiseMobile Marketing Association
  17. 17. Thank you rschulman@pacific.eduMobile Marketing Association
  18. 18. AGENDA • 7:30 AM - 7:45 AM Introductions • 7:45 AM - 8:15 AM Evolution of analytics • 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers • 8:55 AM - 9: 00 AM: Questions and closing commentsMobile Marketing Association
  19. 19. Speakers • Dan Kimball, Chief Marketing Officer – Kontagent • Josh Williams, President – Kontagent • Rob Carroll, Chief Mobile Officer – 5th Planet GamesMobile Marketing Association
  20. 20. Q&AMobile Marketing Association

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