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FIA Dublin Presentations: Data Driven Services in the Mobile Marketing Industry by Theodoros Michalareas
This document discusses boosting the app economy through data-driven mobile marketing services. It highlights how data can be gathered from various sources like website visits, app usage, purchases and interactions. This data provides insights into customer segmentation and behaviors that can be used to improve customer engagement, loyalty and drive insights. It also discusses challenges around data silos, privacy and creating a policy framework to address these issues. Targeting customers across devices based on tasks and roles is important for multi-screen experiences.
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FIA Dublin Presentations: Data Driven Services in the Mobile Marketing Industry by Theodoros Michalareas
- 1. DATA era Data-driven servicesfor the Mobile Marketing Industry Dr. Theodoros Michalareas tmichalareas@velti.com Boosting the App Economy Let’s get started! FIA Dublin A mobile showroom
- 2. background examples interesting problems & future FIADublin 2 Boosting the App Economy
- 3. 3 Digital me Boosting the App Economy Peopleuse mobile to help them in their daily lives Harvard Business Review, Jan/Feb 2013
- 4. 4 Boosting the App Economy Bigdata in mobile marketin
- 5. 5 Boosting the App Economy AppStores & developers distimo
- 6. 6 Boosting the App Economy Mobilemarketing funnel
- 7. Marketers interest in usingmobile Base: 139 mobile marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Group Commerce, September 2012 Which of the following targeting dimensions are you using in mobile marketing or advertising? • Mobile-specific (partial) • Real-time information • Mobile-specific • Static / Profile • Audience • Static / Profile Boosting the App Economy
- 8. background examples interesting problems the future FIADublin 8 Boosting the App Economy
- 9. 9 Data Gathered Pageviews Site visits Time spent on site Response Rate Purchases Data Gathered Impressions Clicks Click-through rate Installs Opt-ins Data Gathered Participation Usage Interactions Data profile Data Gathered Payments Revenue from ads Redemption rate Amount spent Top-ups MOBILE MARKETING POWERED BY DATA Tying data collected from across the digital/mobile marketing mix to provide brands a universal view of their consumer
- 10. LONG TERM CUSTOMER LOYALTY CONSUMER ENGAGEMENT To grow… CONSUMER DATA enables… CONSUMER INSIGHTS Todrive… Seasonal On-Pack Promo Promotional Sampling Facebo ok Contest POS Ads Coupon Offers Print Ads Data Collected Data Collected Data Collected Data Collected Data Collected Data Collected TV Spot Data Collected THE BIG DATA CHALLENGE EXAMPLE STRATEGY TO ACHIEVE CONSUMER ENGAGEMENT 10 Boosting the App Economy
- 11. 11 Sequential paths -more start on a smartphone than anywhere Source: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012 • Based on the type of task at hand and the role of each device • Consumers primarily rely on search, rather than links or URLs to switch device
- 12. 12 Sequential paths arebased on the task and role of device Source: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012 • On tablet the most common starting point is for shopping and travel • Consumers rely on search, rather than use links or URLs to switch device
- 13. background examples interesting problems & thefuture FIA Dublin 13 Boosting the App Economy
- 14. MOBILE APPLICATION DISCOVERY& PROMOTION Data driven services
- 15. MOBILE APPLICATION –ACTIONABLE ANALYTICS Data driven services • How many are my customers • Who are they • How they use my app & which aspects they enjoy most • How is this actionable through an SDK/API
- 16. MOBILE APPLICATION –INSIGHTS Data driven services • What are the audience segments of my application inmobi
- 17. MOBILE APPLICATION –DEVELOP MONETIZATION RULES Data driven services Inmobi
- 18. MOBILE APPLICATION –DATA SILOS & PERSONAL DATA Data driven services Exposing data outside silos - App silos - Vendor silos - Operator silos
- 19. MOBILE APPLICATION –PRIVACY & VALU Data driven services Transparency What the application knows How it is used Security Data are safe and secure Control I can control what you do with my data Cost of policy framework
- 20. MOBILE APPLICATION –TARGETING Data driven services
- 21.
Editor's Notes
- #3 Click in the text boxes to edit their content.
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- #11 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #13 of those, let’’sFOCUS on tablet for a second… the least common device for sequential switching…..(remember starting mobile is most likely to result in a multiple device path…)Tablets are most used for shopping and travel planning (versus other activities) Note how few people (i.e. ZERO) feel the need to carry on shopping on a smartphone after starting on a tablet25% start shopping on a desktop – 19% continue on a smartphone, 5% on a tablet65 % start shopping on a smartphone – 61% continue on a PC, 4% continue on a tablet
- #14 Click in the text boxes to edit their content.
- #15 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #16 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #17 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #18 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #19 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #20 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #21 Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
- #22 Click in the text boxes to edit their content.