The document discusses a panel event focused on learning from mobile gamers. The panel will include speakers from Kontagent, a mobile analytics company, and 5th Planet Games, a mobile game developer. The agenda includes an introduction, a presentation on evolving from web analytics to customer intelligence, and a panel discussion on insights that can be learned from mobile gamers. The panelists will discuss how to define customer value, measure success metrics like engagement, monetization and profitability, and how greater app engagement can lead to increased user spending and lifetime value.

1. Winning the Mobile Game
Mobile Marketing Association

2. AGENDA
• 7:30
AM
-­‐
7:45
AM
Introduc3ons
• 7:45
AM
-­‐
8:15
AM
‘From
Web
Analy3cs
to
Customer
Intelligence
&
Beyond’
• 8:15
AM
-­‐
8:55
AM:
PANEL
What
you
can
learn
from
mobile
gamers
• 8:55
AM
-­‐
9:
00
AM:
Ques3ons
and
closing
comments
Mobile Marketing Association

3. Our Company
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Mobile Marketing Association

4. Kontagent Facts
• Founded in 2007 – early “big data” company
• 120+ employees and growing fast
• Locations and customers around the globe
• 1,000s of apps instrumented
• 250+ billion events tracked monthly
• 32+ million DAUs tracked
• 210+ million MAUs tracked
21
Mobile Marketing Association

5. SELECT CUSTOMERS
And hundreds more…
18
Mobile Marketing Association

6. Speakers
• Dan
Kimball
Chief
Marke3ng
Officer,
Kontagent
• Rand
Schulman
Co-­‐Founder/
Emeritus
Director,
Digital
Analy>cs
Associa>on;
Analy>cs
Execu>ve
• Josh
Williams
President,
Kontagent
• Rob
Carroll
Chief
Mobile
Officer,
5th
Planet
Games
Mobile Marketing Association

7. AGENDA
• 7:30
AM
-­‐
7:45
AM
Introduc3ons
• 7:45
AM
-­‐
8:15
AM
‘From
Web
Analy3cs
to
Customer
Intelligence
&
Beyond’
• 8:15
AM
-­‐
8:55
AM:
PANEL
What
you
can
learn
from
mobile
gamers
• 8:55
AM
-­‐
9:
00
AM:
Ques3ons
and
closing
comments
Mobile Marketing Association

8. The Evolved Customer: From Web
Analytics to Mobile Intelligence
Rand Schulman
Mobile Marketing Association

9. Mobile
Marke3ng
Today
is
Like
Web
Marke3ng
in
1997
–
and
We
Know
What
Happened!
• Good
news:
93%
of
the
market
use
Web
analy>cs!
• Mixed
news:
– Few
op>mize
mobile
and
cross-­‐channel
analy>cs
– Less
than
30%
have
any
clear
objec>ves
• So,
where
do
we
go
from
here?
Will
it
be
another
15
years?
Mobile Marketing Association

10. Why
Now?
New
Breakthroughs
Create
New
Challenges
–
Analy3cs
Cri3cal
• Offline
direct
marke>ng
insights
drove
Web
analy>c
developments
(1990s)
•
Today
technology
enablers:
Big
data
/
cloud
/
CPU
/
bandwidth
advancements;
real-­‐>me
empirical
data
• Converged
workflow,
people:
– Digital
marke>ng
becoming
more
like
direct
marke>ng
– Crea>ng
a
new
role
defini>on
for
the
“Marketer”
• Gamers
taught
us
that
app
engagement
is
key:
– Law
of
large
numbers
means
/
rapid
A/B/M
tes>ng
and
op>miza>on
– Greater
engagement
/
greater
conversion
to
intent
Mobile Marketing Association

11. THINK
DIFFERENT.ly
11

12. Brands are becoming
more customer-centric.
Mobile is at the center
of this relationship.
2
Mobile Marketing Association

13. But…
Brands need customer insights to
build meaningful, memorable and
valuable lifetime experiences.
Think Amazon…
3
Mobile Marketing Association

14. • Creativity without
conversion = zero
• Identify your
business goals
• Monitor, measure
and maximize –
become a
Content Engineer
4
Mobile Marketing Association

15. 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?
16
Mobile Marketing Association

16. “We’re an analytics company masquerading
as a games company.”
Ken Rudin
Vice President, Analytics & Platform Services
Source: WSJ
16
Mobile Marketing Association

17. Greater
App
Engagement
-­‐
183%
Increase
in
ARPU*
in
Less
Than
Two
Months
for
Gaia**
• How
effec>ve
are
my
ads
in
reach?
• What
is
the
quality
&
age
of
users
from
different
countries?
• What
is
my
campaign
performance
by
partner
and
country
>er?
• 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.com
Mobile Marketing Association

18. Gamifica3on:
Beyond
Gamers
A
Rush
Towards
Customer
Engagement
• Consumer
– Verizon
seeing
increase
of
30%
>me
on
site
>me
(increase
revenue,
decrease
cost)
– San
Diego
Power
and
Gas
and
(decrease
cost)
– Samsung
–
Increase
of
200%
per
month
site
user
engagement
(reviews/revenue)
• Content
&
media
companies
have
seen
30-­‐40%*
increase
in
reader
interac>ons
(increase
revenue)
– USA
Networks
130%
increase
page
views;
40%
return
visitors
• Health
care
–
Aetna
/
Kaiser
seeing
50%*
increase
in
“healthy
ac>ons”
(decrease
in
cost)
* Deloitte Review The Engagement Economy 2012
Mobile Marketing Association

19. Mobile:
Part
of
“Omni-­‐Channel”
Metrics
The
ROI
of
Mobile
• Measure
LTV
• Measure
viral
factor
and
channel
apribu>on
-­‐
• Understand
correla>on
and
Causality
• Test
and
op>mize
Mobile Marketing Association

20. What’s
Next:
Where
Do
We
Go
From
Here?
• “Privacy
is
dead
–
Get
over
it”
–
Scop
McNealy
.
Your
kids
have!
• AI
will
play
a
major
factor
driving
solu>ons
(Siri)
• Relevance
bubbles
• Relevance
fences
• Relevance
gates
Mobile Marketing Association

21. In
Summary:
What
Should
You
Do
Now?
• Start
with
manageable
definable
projects
and
objec3ves.
• Develop
applica3ons
that
will
allow
you
to
collect/track
behavioral
data.
• Measure
results
and
op>mize
process.
• Think
of
“the
new
marketer”
as
the
Content
Engineer.
Mobile Marketing Association

22. Thank
you
rschulman@pacific.edu
Mobile Marketing Association

23. AGENDA
• 7:30
AM
-­‐
7:45
AM
Introduc3ons
• 7:45
AM
-­‐
8:15
AM
‘From
Web
Analy3cs
to
Customer
Intelligence
&
Beyond’
• 8:15
AM
-­‐
8:55
AM:
PANEL
What
you
can
learn
from
mobile
gamers
• 8:55
AM
-­‐
9:
00
AM:
Ques3ons
and
closing
comments
Mobile Marketing Association

24. Speakers
• Dan
Kimball
Chief
Marke>ng
Officer,
Kontagent
• Josh
Williams
President,
Kontagent
• Rob
Carroll
Chief
Mobile
Officer,
5th
Planet
Games
Mobile Marketing Association

25. AGENDA
• 7:30
AM
-­‐
7:45
AM
Introduc3ons
• 7:45
AM
-­‐
8:15
AM
‘From
Web
Analy3cs
to
Customer
Intelligence
&
Beyond’
• 8:15
AM
-­‐
8:55
AM:
PANEL
What
you
can
learn
from
mobile
gamers
• 8:55
AM
-­‐
9:
00
AM:
Ques3ons
and
closing
comments
Mobile Marketing Association

26. Q
&
A
Mobile Marketing Association