Sam Jarman shared tips & tricks for Mobile Marketing Automation at our #SoTWLG bootcamp in August. Ads suck. They’re boring, irrelevant and spammy. Mobile Marketing Automation (MMA) is a new industry aimed at solving that. Come hear Sam Jarman talk about this exciting new field and the techniques Carnival Mobile has perfected to deliver incredible value to their customers of their MMA software platform. The talk is suitable for techies and non-techies alike! Speaker Bio: Sam Jarman is an iOS Developer at Carnival Mobile. He is interested in creative and engaging uses of marketing automation. Sam has worked on mobile marketing automation (MMA) projects with clients such as One Direction, Les Mills Gym, Game of Thrones and Esteé Lauder. He is determined to see businesses use MMA to drive more value for their customers, and not sending out spam.

1. M O B I L E M A R K E T I N G S U I T E
Mobile Marketing Automation
Sam Jarman - iOS Developer

2. Me
• Sam Jarman
• Christchurch Lad, UC Grad
• BSc(Hons)
• Research in CS Education
• Doing iOS Stuff since ’09
• Love to solve problems
• Strong interest in marketing

3. Let’s talk about Ads
@samjarman

8. Let’s talk ratios
Billboard : Sky
Ad : Newspaper
Banner : Website
Banner : iPhone screen
@samjarman

9. Let’s talk ratiosSpaceusedbyads
Annoyingness
@samjarman

10. @samjarman

11. Online advertising needed
something new
@samjarman

12. But at the same time…
@samjarman

15. It was all about
Downloads
@samjarman

16. Downloads
• Shows you how good your initial marketing was
• Users can be bought (CPA)
• A single figure
• That’s…it.
@samjarman

17. What it isn’t
• How many people opened the app after downloading
• How long people used it
• How long they kept it on their phone
• Where they are in the world
• Who your users are
• How many people use your app in a month
• …etc…
@samjarman

18. Downloads weren’t enough
@samjarman

19. What do we really care
about?
@samjarman

20. How do I know if my app is
Engaging?
@samjarman

21. Monthly Active Users
MAU
How many people are using your app every
month
@samjarman

22. Mobile Marketing Automation is a new
technique to measure and grow your
MAU
@samjarman

23. Mobile Marketing
Automation
@samjarman

24. Concepts
• Users
• Devices
• Attributes
• Events
• Audiences/Segments
• Analytics
• Messages
• Personalisation
@samjarman

25. Users
• Download your app
• Might have a login or be anonymous
• May exist across multiple apps
• Do things
• Are things
• Have things about them
@samjarman

26. Devices
• Have a make and model
• Have a certain version of your app on them
• Have an install date, last used date
• Locale
• Location
@samjarman

27. Attributes – Limited
• Name
• Gender
• Email
• Age
These are obvious - but are they actually useful?
@samjarman

28. Attributes that matter
• Last Purchased Date
• Current Level in Game
• Have shared to Twitter/Facebook
• Have purchased a certain In App Purchase
• Near a store
• Favourite Coffee
• Usual retail store
• Loyalty Stamps of out 10
• Etc… so many more based on your app’s context

29. Attributes Data Types
• String (name, preferred location, etc)
• Integer (whole numbers, -X to +X, current level
etc)
• Floats (average score, etc)
• Date (last used, last seen, last opened etc)
• Booleans (have tweeted, is loyal etc)
• Lists (user’s favourites etc)

30. Events
• Shared to facebook
• Purchased IAP
• Walked by a store
• Finished a trial period
• Levelled up in the game
• Looked at Screen/Page X
• Game Over

31. Segmentation
• You can create segmentations of your audiences
based on Custom Attributes, Tags, Events.
• You then can decide what will increase the
engagement of those users
• Or what will make their interaction with the app
better or more valuable to them

32. Analytics
• Time in App
• Monthly Active Users
• App Opens
• App Uninstalls
• Geography
• Technology
• Live Opens
• Event frequency
• More!

33. Analytics
• Goal is to attribute responses to actions
• How many opens did this push message cause?
• How many impressions did message X get?
• Are our assumptions for messaging working?
• Am I sending at the right time of day?

34. Messages
• Text
• Link
• Image
• Video
• Fake Phone Call
• URL

35. Messages
• Appear in a stream (or not)
• Have analytics with them
• Impressions
• Read counts etc

36. • Appear in a stream (or not)
• Have analytics with them
• Impressions
• Read counts etc

37. Personalisation
• Use of Liquid Tempting (ex Shopify)
• Hey {{first_name | there}}, we see you’re on level
{{current_level}}. This can be tricky. We suggest
using a power up to defeat the boss!

38. Personalisation
is different from
Targeting

39. Targeting vs
Personalisation
No Targeting Targeting
No
Personalisation
Pointless Okay
Personalisation Meh Awesome!

40. Targeting vs
Personalisation
• “Check out these new Next Top Model things”
• “Hey Sam, check out these new Next Top Model
things”
• “Check out these Doctor Who things”
• “Hey Sam, check out these Doctor Who things”

41. Summary
• Super powerful set of tools techniques for
automating and creating content for users.
• Increase value for users and increase
engagement.
• Measure that increase to improve on it.

42. BUT WAIT!
Isn't this just spam?

43. Nah.
• Ads are annoying and spammy when they aren’t
for you
• We let target users based on many attributes
• They have the power to send very targeted
messages that truly engage users
• TL;DR Messages for YOU are not annoying.

44. So, yeah, someone should
do that.

46. What is Carnival?
• We’re an Mobile Marketing Automation company
• Formed in 2008 out of Polar Bear Farm - the
world’s first iPhone software company
• We help brands engage their audiences on mobile
• VC Funded - Raised $2.4m USD in 2013
Guy Horrocks Cody Bunea

47. What we do
• Work with large, typically American brands to
help them engage and retain mobile users
• Integrate our SDK into their iOS and/or Android
app

48. • Use a dashboard to view analytics, insights and
create targeted messages
• Our software delivers these messages on time, to
the right people
What we do

49. Our Customers

50. Case Study - 1D

51. (Case Studies Removed)

52. Demo!

53. Interns?

54. Thanks!
Questions?
Sam Jarman | iOS Developer | Carnival.io | @samjarman