ANZ Director at M&C Saatchi Mobile, Bobbie Gersbach-Smith, presented a masterclass on How to Acquire High-Value Customers on Mobile at Mumbrella360.

1. MUMBRELLA 360 MASTERCLASS
THURSDAY 8TH JUNE, 2017
HOW TO ACQUIRE HIGH-VALUE
CUSTOMERS ON MOBILE

2. WHY IS MOBILE SO VALUABLE TO
CUSTOMER ACQUISITION?

3. MOBILE IS A PROXY FOR YOUR CUSTOMER
When was the last time your mobile
was out of Bluetooth distance?
Being found via one’s mobile device
has become an expectation.
WHY IS MOBILE SO VALUABLE TO CUSTOMER ACQUISITION?

4. AND THE GLUE BETWEEN THE TOUCH POINTS OF YOUR
BUSINESS
Mobile is the glue between
advertisers, technology platforms and
publishers which binds human actions
with digital and non-digital realities.
WHY IS MOBILE SO VALUABLE TO CUSTOMER ACQUISITION?

5. ACQUIRING A CUSTOMER ON MOBILE PROVIDES A WEALTH
OF CUSTOMER DATA WITH A LOW BARRIER TO ENTRY
Device Info
Device Name
OS Version
Location
Customer Value
Usage Frequency
Downstream
Behaviour
Upstream
Behaviour
Connectivity
Carrier
Language
WHY IS MOBILE SO VALUABLE TO CUSTOMER ACQUISITION?

6. Source: Boston Consulting Group & Comscore 2017
RESPECT MOBILE AS A PRIMAL NEED
What would you sacrifice in order to
keep your mobile phone?
WHY IS MOBILE SO VALUABLE TO CUSTOMER ACQUISITION?

7. WHAT IT’S NOT…
• A tiny, weeny TV
• A tiny, weeny PC
• A tiny, weeny billboard
• A tiny, weeny version of your website
• A tiny, weeny … you get the idea
• A retrospective component of your big brand idea
• A last minute line item to be ‘covered off’ on your digital media plan
• A single channel
• A passive medium
• An easy thing to get right the first time
Oh perfect! I have a
quick 5 minutes to
catch up on 2
minutes of news and
3 minutes of ads.
WHY IS MOBILE SO VALUABLE TO CUSTOMER ACQUISITION?

8. 3 CONSIDERATIONS
1. Understand
the Landscape
2. Measure it Properly
3. Plan Behaviourally

9. UNDERSTAND THE LANDSCAPE

10. IF MOBILE MEDIA WAS OLYMPIC WEIGHT LIFTING
# 39 # 31
# 111
UNDERSTAND THE LANDSCAPE

11. THE MOBILE ACQUISITION LANDSCAPE IS ABOUT MORE
THAN MEDIA
Research
Tools
Media Attribution Retention Analytics
Brand/Agency
UNDERSTAND THE LANDSCAPE

12. THERE’S ALSO ANOTHER FACTOR TO CONSIDER…
Research
Tools
Media Fraud Detection Attribution Retention Analytics
?
Brand/Agency
UNDERSTAND THE LANDSCAPE

13. AD FRAUD BY 2025: BIGGER THAN COCAINE AND OPIATE
MARKETS?
Source: Hewlett Packard Enterprises, ‘The Business of Hacking’, May 2016UNDERSTAND THE LANDSCAPE

14. COMMON TYPES OF MOBILE AD FRAUD TO LOOK OUT FOR
Bot Traffic
Click Injection &
Click Spamming
Incentivised Geographical APK Fraud
Non-Human
Generated Installs
Low Time to Install
Claiming Organic
Conversions via
Fraudulent Install
Broadcasts or
Asynchronous
Clicks
Abnormal Click to
Install Time
Distribution
Mixing Rewarded
Media with Non-
Incentivised Buys
Spikes of High
CL>DL% & Low
Retention
VPN Fraud
Suspicious
Distance between
Click & Install
Locations
Installs Generated
by Fraudulent
Adware Outside of
App Store
App Version
UNDERSTAND THE LANDSCAPE

15. MEASURE IT PROPERLY

16. NAVIGATING MEASUREMENT PLATFORMS
When the two types of attribution solutions are used in conjunction, it can provide end-to-end visibility into
consumers acquired organically or through paid media.
ANALYTICS ATTRIBUTION
MEASURE IT PROPERLY

17. MEASURE RETENTION & LTV, NOT JUST ACQUISITION
Media Acquisition CPA Short Term Optimisation
Retention?
Usage Frequency?
Avg. Revenue?
Customer Value
over Time
Long Term OptimisationROI
LTV
Upsell Potential
MEASURE IT PROPERLY

18. DON’T LET ANYONE MARK THEIR OWN HOMEWORK
Partner #1
Mobile sales = 100
Post click look back
window = 28 days
Post view look back
window = 1 day
Partner #2
Mobile sales = 50
Post click look back
window = 14 days
Post view look back
window = None
3rd Party
Partner #1 = 100 60
Partner #2 = 50 40
De-duped sales = 100
MEASURE IT PROPERLY

19. PLAN BEHAVIOURALLY

20. Source: Australia - Dynatrace, “Worldwide 2015 Consumer Mobile Holiday Shopping Survey” conducted by The Harris Poll, November 2015
LET YOUR AUDIENCE’S MOBILE
BEHAVIOUR DICTATE YOUR PRODUCT
ECOSYSTEM
65% of millennials prefer using
mobile apps to retailers’ websites
PLAN BEHAVIOURALLY

21. Source: Mary Meeker’s 2017 Internet Trends Report | MillwardBrown AdReaction Video Creative in a Digital World
ORGANIC MOBILE BEHAVIOUR SHOULD INFLUENCE AD
FORMATS
Driven by mobile gaming
PLAN BEHAVIOURALLY

22. Source: Mary Meeker’s 2017 Internet Trends Report
GAMES & GAMIFICATION REPRESENT A HUGE PART OF
MOBILE BEHAVIOUR
PLAN BEHAVIOURALLY

23. MOBILE BEHAVIOUR IS VERY INTENT-LED
- Pete Schiller, Snr VP Worldwide Marketing, Apple
“65% OF APP DOWNLOADS START WITH
SEARCHES IN THE APP STORE”

24. INTENT-LED MOBILE MARKETING = YOUR LOWEST HANGING
FRUIT
Immediate
Information
Source
Proactive
Consumer
PLAN BEHAVIOURALLY

25. THERE’S A ROLE FOR BOTH PAID AND ORGANIC
Paid ads within the app stores are great for direct
competitor conquest & brand protection
App Store Optimisation (ASO) can increase
visibility as well as conversion & ROI for all media
ICON
10-25% LIFT
Source: StoreMaven, August 2016
TITLE
5-15% LIFT
SCREENSHOTS, VIDEO, DESCRIPTION
10-35% LIFT
PLAN BEHAVIOURALLY

26. PROSPECTING SHOULD ALSO BE NATIVE TO BEHAVIOUR
In-feed rather than over-the-top ad experiences
PLAN BEHAVIOURALLY
User is in-game and
elects to engage with
a brand in exchange
for points/in-game
currency, generating
high visibility &
installs to influence
organic position
Experiment with different value propositions

27. KEY TAKEAWAYS
1. Google and Facebook are a
big deal – but there are other
opportunities out there if you
understand the landscape.
2. Mobile ad fraud – ouch! But
with the right analysis you can
catch it.
3. Think about long term ROI &
LTV (and not CPA only).
4. No one should be marking
their own homework.
5. Let organic mobile behaviour
lead your planning.

28. Bobbie Gersbach-Smith
ANZ Director
Bobbie.Gersbach@mcsaatchimobile.com
+61 415 144 496
99 Macquarie St, Sydney
THANK YOU
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