How to come up with a robust tracking concept? Learn more about how to pick the right sources for different data and set KPIs that move the business forward.
This presentation was a part of Mobile Spree Berlin 2019 organised by Adjust.
IoT Explorer can be subscriber to multiple platform events. Publishers are not only Salesforce products but also servers outside of Salesforce. This demo shows that IoT Explorer is central rule engine among Community, Heroku, Marketing Cloud, Mobile App, Commerce Cloud and Service Cloud.
You can integrate IoT Explorer with any objects which is not be related with device or machine. I use contact at this demo, but will implement user record with iot explorer for complicated company rule engine.
Get the most out of your tracking concept by Ekaterina PetrakovaEkaterina Petrakova
What tools to use? What UA channel is the best? Whom talk to when you need to target parameters in your remarketing campaigns? Find out how to get the most of your tracking concept for UA, Analytics and Engagement.
The presentation has been part of Applause.io 2018 conference in Barcelona.
The new Google Analytics 4 will become the new standard in digital analytics with Universal Google Analytics sunsetting July 2023. GA4 can automatically alert you to significant trends in your data, provide insights from your data, and even help you anticipate future actions your customers may take with predictive analytics. By the end of this presentation, attendees will create better integrations with their current marketing platforms for a more complete cross-channel analytics view of a customer journey. The presentation will cover technical GA4 skills to utilize for data import audiences, funnel explorations, events and conversions, and consent mode.
Digital Travel Summit LAS 2015 - Confronting The Challenges Of Attribution Mo...Jonathan Isernhagen
This document summarizes a presentation on attribution modeling in a multi-device environment. It discusses the importance of cross-device tracking, evaluating attribution vendors based on criteria like independence and capabilities. It also covers ROI components like variable contribution margin and spend, and challenges in algorithmic attribution including data collection and profile deduplication across devices. The goal is to attribute the correct value to each marketing channel to accurately calculate ROI and optimize spending.
Mobile games marketing 101 guide focusing on fundamentals of user acquisition optimization, mobile advertising metrics, iterative creative process, ASO, mobile marketing team structure and KPIs.
Google Analytics for Beginners - TrainingRuben Vezzoli
I used this presentation for an internal training about Google Analytics and Web Analytics.
Google Analytics Training for Beginners.
Google Analytics Tutorial
Google Analytics for Dummies
Google Analytics Guide
The internet access landscape has changed fairly dramatically over the last 2 years. In 2013 we asked people what type of device they used primarily to access the Internet 26% of the people used primarily a mobile device to get on the internet. In 2015 this has increased to 52%.
Many of us think directly about Google Analytics. It’s the tool we use every day and are familiar with. But how can we prepare our trusted Google Analytics tool to work on mobile?
Driving revenue with Mobile Re-engagement - Go beyond the installAdjust
This document discusses mobile re-engagement strategies using the Liftoff and adjust platforms. It begins with an overview of the problem of user churn after app installation and the opportunity for re-engaging existing users. It then details how Liftoff uses real-time bidding and dynamic creative ads to retarget app users for re-engagement, while adjust allows for attribution and re-attribution of these efforts. Case studies demonstrate how joint Liftoff and adjust solutions can improve key performance indicators like cost per registration. The presentation emphasizes that acquisition alone is not enough and that re-engagement is key to optimizing user lifetime value.
IoT Explorer can be subscriber to multiple platform events. Publishers are not only Salesforce products but also servers outside of Salesforce. This demo shows that IoT Explorer is central rule engine among Community, Heroku, Marketing Cloud, Mobile App, Commerce Cloud and Service Cloud.
You can integrate IoT Explorer with any objects which is not be related with device or machine. I use contact at this demo, but will implement user record with iot explorer for complicated company rule engine.
Get the most out of your tracking concept by Ekaterina PetrakovaEkaterina Petrakova
What tools to use? What UA channel is the best? Whom talk to when you need to target parameters in your remarketing campaigns? Find out how to get the most of your tracking concept for UA, Analytics and Engagement.
The presentation has been part of Applause.io 2018 conference in Barcelona.
The new Google Analytics 4 will become the new standard in digital analytics with Universal Google Analytics sunsetting July 2023. GA4 can automatically alert you to significant trends in your data, provide insights from your data, and even help you anticipate future actions your customers may take with predictive analytics. By the end of this presentation, attendees will create better integrations with their current marketing platforms for a more complete cross-channel analytics view of a customer journey. The presentation will cover technical GA4 skills to utilize for data import audiences, funnel explorations, events and conversions, and consent mode.
Digital Travel Summit LAS 2015 - Confronting The Challenges Of Attribution Mo...Jonathan Isernhagen
This document summarizes a presentation on attribution modeling in a multi-device environment. It discusses the importance of cross-device tracking, evaluating attribution vendors based on criteria like independence and capabilities. It also covers ROI components like variable contribution margin and spend, and challenges in algorithmic attribution including data collection and profile deduplication across devices. The goal is to attribute the correct value to each marketing channel to accurately calculate ROI and optimize spending.
Mobile games marketing 101 guide focusing on fundamentals of user acquisition optimization, mobile advertising metrics, iterative creative process, ASO, mobile marketing team structure and KPIs.
Google Analytics for Beginners - TrainingRuben Vezzoli
I used this presentation for an internal training about Google Analytics and Web Analytics.
Google Analytics Training for Beginners.
Google Analytics Tutorial
Google Analytics for Dummies
Google Analytics Guide
The internet access landscape has changed fairly dramatically over the last 2 years. In 2013 we asked people what type of device they used primarily to access the Internet 26% of the people used primarily a mobile device to get on the internet. In 2015 this has increased to 52%.
Many of us think directly about Google Analytics. It’s the tool we use every day and are familiar with. But how can we prepare our trusted Google Analytics tool to work on mobile?
Driving revenue with Mobile Re-engagement - Go beyond the installAdjust
This document discusses mobile re-engagement strategies using the Liftoff and adjust platforms. It begins with an overview of the problem of user churn after app installation and the opportunity for re-engaging existing users. It then details how Liftoff uses real-time bidding and dynamic creative ads to retarget app users for re-engagement, while adjust allows for attribution and re-attribution of these efforts. Case studies demonstrate how joint Liftoff and adjust solutions can improve key performance indicators like cost per registration. The presentation emphasizes that acquisition alone is not enough and that re-engagement is key to optimizing user lifetime value.
This document provides an overview of web analytics and Google Analytics. It defines web analytics, discusses ways to analyze data both traditionally and through the web analytics paradigm. It also covers setting up goals and funnels in Google Analytics, using segments, alerts and enhanced ecommerce tracking. A key section discusses attribution modeling and how to set up a custom attribution model based on an understanding of your business and customer journey.
90% of the world's data was generated in the last 12 months, and a lot of that data is about the customer you want to reach. Traditional analytics platforms don't handle the new types of big data, and it can take months or years to get it into the hands of marketers. Join us to learn how leading brands are using Wave, the Salesforce Analytics Cloud to:
• Understand customers like never before by joining data from applications, databases and even products in a single view
• Supercharge marketing personnel by putting the answer to any question in the palms of their hands, on their mobile devices
• Shorten the cycle time to innovate by quickly connecting the dots from marketing to sales to service with a single analytical view
Iron Mountain: Fueling Big Testing with Big Data - SiriusDecisions 2013ion interactive
Let’s face it: marketing is in a big data bubble. Everyone is talking about data: big data, data analytics, and big data analytics. At the root of all this data mania in marketing is the very real revolution that’s shaping more data-driven organizations. Big data is finally opening the door to the executive suite for a more hybrid creative-analytical method.
The key question data raises is how do we use it to not only know more about our customers, but to directly grow our business in significant ways? Iron Mountain has the answer: broadly embrace testing and controlled experimentation as the new “operating system” of marketing. The answer to big data’s potential is big testing.
This is an example of some of the email marketing newsletters I designed and executed while contracted with Baytech Web Design as their Marketing Automation Manager.
TargetSummit Berlin Meetup | 8Fit, Thomas PetitTargetSummit
This document discusses app attribution and measurement of marketing campaign effectiveness. It notes that attribution provides the link between advertising spending and app user metrics, which is critical for understanding performance. It then covers various approaches to app attribution, challenges like discrepancies between different attribution providers, and issues like fraud. It emphasizes tracking acquisition sources and channels, key events in the user funnel like installs and retention, and cohort analysis over time while accounting for costs to calculate metrics like CPA and ROI. It also discusses past changes like Facebook's policy updates and Apple's IDFA changes that have impacted mobile attribution.
This document describes AppMetrica, a free mobile analytics and marketing platform. It allows running experiments, tracking ads, sending push notifications, and monitoring app crashes and analytics, all through a single SDK and platform. Benefits include saving up to 10% of marketing budgets through unified insights and optimized user acquisition campaigns. Examples are provided of how custom parameters can be used for segmentation and attribution across different traffic sources and platforms like search ads, social ads, and app-to-app deeplinks.
TapCrowd mobile marketing for automotiveNiko Nelissen
This document discusses how a mobile app can be used to generate leads and increase engagement for automotive brands and dealerships. It describes how the app can turn website visitors into showroom visitors by allowing them to save their ideal car configuration and receive push notifications. It also explains how the app can retarget past showroom visitors with personalized messages. The document outlines the key features and modules the app would provide at different stages of the customer journey. It then discusses the technology behind the app, including how it profiles users based on their interests and interactions to send context-sensitive messages. The overall goal is to increase test drives, showroom visits, and sales for both brands and local dealerships.
3 data-led growth hacks that got our App ready for take off Applying scientif...Skyscanner
A presentation by Ilana Munckton of Skyscanner.
For more information visit https://medium.com/@Skyscanner/3-data-led-growth-hacks-that-got-our-app-ready-for-take-off-98db95b15dfc and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Best Practice Audience Segmentation for App Retargeting: Early and Late Stag...Adjust
Audience segmentation is perhaps the most important aspect of any marketing strategy. But too often app marketers overlook the importance of a well-thought-out approach to segmentation. We’ll show you what an advanced segmentation strategy can look like, as well as some best practices for getting started with audience segmentation.
What you will learn:
- Why is an audience segmentation strategy necessary?
- What events to track to segment your app’s audience
- How to optimize your retargeting campaigns with audience segmentation
- Some practical segmentation examples
You can find the full video here: https://youtu.be/XYKGL9Btfm0
gmd2015 pawel_matkowski_how to track for insights in the data points (web, mw...Asphri457
The document discusses tracking insights across devices and platforms. It notes that as data has proliferated, tracking has become more complex (paragraphs 1-2). It then recommends boosting app tracking by improving install attribution, unifying data across devices and assets through tools like the Google Analytics user ID, and analyzing the unified data for insights and optimization (paragraphs 3-5). Specific strategies discussed include configuring postbacks for mobile app install attribution, setting up cross-device conversion tracking, and using cohort analysis to measure and improve retention and customer acquisition over time.
A Step-by-Step Guide on How to Scrape Data from Mobile Apps.pptxMobile App
Unlock the power of app scraping with our step-by-step guide. Scrape Data from Mobile Apps to gain insights, streamline the process, and optimize your strategy.
The document proposes the development of a toll payment Android application. The app would allow users to register, install the app on their GPS-enabled device, and automatically pay tolls as their location is tracked crossing toll fences. The app connects to a server using user credentials and charges their account. The proposal discusses strategies for targeting customers, collaborating with technical developers, and implementing the app and supporting website to provide a seamless toll payment solution.
The document describes a proposed Android application called Toll Pay that would allow automatic payment of tolls using a user's phone. It summarizes that the app would (1) allow users to register identities and install the app on their GPS-enabled device, (2) use the device's location to automatically charge registered accounts when crossing toll fences, and (3) reduce time spent paying at tolls while allowing emergency issues to be addressed remotely. The app aims to make toll payment more convenient and systematic by avoiding the need to manually pay or exchange money at toll booths.
The document describes a proposed Android application called Toll Pay that would allow automatic payment of tolls using a user's phone. It summarizes that the app would (1) allow users to register identities and install the app on their GPS-enabled device, (2) use the device's location to automatically charge registered accounts when crossing toll areas, and (3) reduce time spent paying at tolls while allowing emergency issues to be addressed remotely. The app aims to make toll payment more convenient and systematic by avoiding the need to manually pay or exchange money at toll booths.
If you’re not working closely with CS, HR, IT, and Finance, then you’ve barely scratched the surface of what’s possible with your marketing automation platform.
Join Workato’s marketing automation expert, David Kreitter, to learn how integrating teams and tools both within marketing and cross-functionally can increase your team’s impact and earn visibility across your business.
After this session, you will:
- Be empowered to drive collaboration across your business using integration & automation
- Get a new perspective on marketing automation by considering how you can use Marketo in other business processes like recruiting
- Understand how to close the attribution gap between event lead and closed-won deals (event-to-cash)
The document discusses using H2O machine learning platform to build models for optimizing online display advertising campaigns. It describes ShareThis' problem of estimating conversion rates for ads to maximize ROI. H2O was used to build models combining multiple data sources and algorithms like logistic regression, gradient boosting and evaluating models offline through simulations before deploying them. Live tests showed 58% improvement in cost per action and 57% increase in conversion rates using H2O models compared to previous methods.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
More Related Content
Similar to Rethinking your mobile tracking strategy by Ekaterina Petrakova
This document provides an overview of web analytics and Google Analytics. It defines web analytics, discusses ways to analyze data both traditionally and through the web analytics paradigm. It also covers setting up goals and funnels in Google Analytics, using segments, alerts and enhanced ecommerce tracking. A key section discusses attribution modeling and how to set up a custom attribution model based on an understanding of your business and customer journey.
90% of the world's data was generated in the last 12 months, and a lot of that data is about the customer you want to reach. Traditional analytics platforms don't handle the new types of big data, and it can take months or years to get it into the hands of marketers. Join us to learn how leading brands are using Wave, the Salesforce Analytics Cloud to:
• Understand customers like never before by joining data from applications, databases and even products in a single view
• Supercharge marketing personnel by putting the answer to any question in the palms of their hands, on their mobile devices
• Shorten the cycle time to innovate by quickly connecting the dots from marketing to sales to service with a single analytical view
Iron Mountain: Fueling Big Testing with Big Data - SiriusDecisions 2013ion interactive
Let’s face it: marketing is in a big data bubble. Everyone is talking about data: big data, data analytics, and big data analytics. At the root of all this data mania in marketing is the very real revolution that’s shaping more data-driven organizations. Big data is finally opening the door to the executive suite for a more hybrid creative-analytical method.
The key question data raises is how do we use it to not only know more about our customers, but to directly grow our business in significant ways? Iron Mountain has the answer: broadly embrace testing and controlled experimentation as the new “operating system” of marketing. The answer to big data’s potential is big testing.
This is an example of some of the email marketing newsletters I designed and executed while contracted with Baytech Web Design as their Marketing Automation Manager.
TargetSummit Berlin Meetup | 8Fit, Thomas PetitTargetSummit
This document discusses app attribution and measurement of marketing campaign effectiveness. It notes that attribution provides the link between advertising spending and app user metrics, which is critical for understanding performance. It then covers various approaches to app attribution, challenges like discrepancies between different attribution providers, and issues like fraud. It emphasizes tracking acquisition sources and channels, key events in the user funnel like installs and retention, and cohort analysis over time while accounting for costs to calculate metrics like CPA and ROI. It also discusses past changes like Facebook's policy updates and Apple's IDFA changes that have impacted mobile attribution.
This document describes AppMetrica, a free mobile analytics and marketing platform. It allows running experiments, tracking ads, sending push notifications, and monitoring app crashes and analytics, all through a single SDK and platform. Benefits include saving up to 10% of marketing budgets through unified insights and optimized user acquisition campaigns. Examples are provided of how custom parameters can be used for segmentation and attribution across different traffic sources and platforms like search ads, social ads, and app-to-app deeplinks.
TapCrowd mobile marketing for automotiveNiko Nelissen
This document discusses how a mobile app can be used to generate leads and increase engagement for automotive brands and dealerships. It describes how the app can turn website visitors into showroom visitors by allowing them to save their ideal car configuration and receive push notifications. It also explains how the app can retarget past showroom visitors with personalized messages. The document outlines the key features and modules the app would provide at different stages of the customer journey. It then discusses the technology behind the app, including how it profiles users based on their interests and interactions to send context-sensitive messages. The overall goal is to increase test drives, showroom visits, and sales for both brands and local dealerships.
3 data-led growth hacks that got our App ready for take off Applying scientif...Skyscanner
A presentation by Ilana Munckton of Skyscanner.
For more information visit https://medium.com/@Skyscanner/3-data-led-growth-hacks-that-got-our-app-ready-for-take-off-98db95b15dfc and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
Best Practice Audience Segmentation for App Retargeting: Early and Late Stag...Adjust
Audience segmentation is perhaps the most important aspect of any marketing strategy. But too often app marketers overlook the importance of a well-thought-out approach to segmentation. We’ll show you what an advanced segmentation strategy can look like, as well as some best practices for getting started with audience segmentation.
What you will learn:
- Why is an audience segmentation strategy necessary?
- What events to track to segment your app’s audience
- How to optimize your retargeting campaigns with audience segmentation
- Some practical segmentation examples
You can find the full video here: https://youtu.be/XYKGL9Btfm0
gmd2015 pawel_matkowski_how to track for insights in the data points (web, mw...Asphri457
The document discusses tracking insights across devices and platforms. It notes that as data has proliferated, tracking has become more complex (paragraphs 1-2). It then recommends boosting app tracking by improving install attribution, unifying data across devices and assets through tools like the Google Analytics user ID, and analyzing the unified data for insights and optimization (paragraphs 3-5). Specific strategies discussed include configuring postbacks for mobile app install attribution, setting up cross-device conversion tracking, and using cohort analysis to measure and improve retention and customer acquisition over time.
A Step-by-Step Guide on How to Scrape Data from Mobile Apps.pptxMobile App
Unlock the power of app scraping with our step-by-step guide. Scrape Data from Mobile Apps to gain insights, streamline the process, and optimize your strategy.
The document proposes the development of a toll payment Android application. The app would allow users to register, install the app on their GPS-enabled device, and automatically pay tolls as their location is tracked crossing toll fences. The app connects to a server using user credentials and charges their account. The proposal discusses strategies for targeting customers, collaborating with technical developers, and implementing the app and supporting website to provide a seamless toll payment solution.
The document describes a proposed Android application called Toll Pay that would allow automatic payment of tolls using a user's phone. It summarizes that the app would (1) allow users to register identities and install the app on their GPS-enabled device, (2) use the device's location to automatically charge registered accounts when crossing toll fences, and (3) reduce time spent paying at tolls while allowing emergency issues to be addressed remotely. The app aims to make toll payment more convenient and systematic by avoiding the need to manually pay or exchange money at toll booths.
The document describes a proposed Android application called Toll Pay that would allow automatic payment of tolls using a user's phone. It summarizes that the app would (1) allow users to register identities and install the app on their GPS-enabled device, (2) use the device's location to automatically charge registered accounts when crossing toll areas, and (3) reduce time spent paying at tolls while allowing emergency issues to be addressed remotely. The app aims to make toll payment more convenient and systematic by avoiding the need to manually pay or exchange money at toll booths.
If you’re not working closely with CS, HR, IT, and Finance, then you’ve barely scratched the surface of what’s possible with your marketing automation platform.
Join Workato’s marketing automation expert, David Kreitter, to learn how integrating teams and tools both within marketing and cross-functionally can increase your team’s impact and earn visibility across your business.
After this session, you will:
- Be empowered to drive collaboration across your business using integration & automation
- Get a new perspective on marketing automation by considering how you can use Marketo in other business processes like recruiting
- Understand how to close the attribution gap between event lead and closed-won deals (event-to-cash)
The document discusses using H2O machine learning platform to build models for optimizing online display advertising campaigns. It describes ShareThis' problem of estimating conversion rates for ads to maximize ROI. H2O was used to build models combining multiple data sources and algorithms like logistic regression, gradient boosting and evaluating models offline through simulations before deploying them. Live tests showed 58% improvement in cost per action and 57% increase in conversion rates using H2O models compared to previous methods.
Similar to Rethinking your mobile tracking strategy by Ekaterina Petrakova (20)
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
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1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
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In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
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Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
2. Index 01 The Challenge
02 From KPIs to Tracking Concept
03 Building A Tracking Concept
04 Case Study
3. 3
INCUBATION INVESTMENT GROWTH
Rocket Internet incubates and invests in internet and technology companies globally. We provide deep operational support to entrepreneurs and help
them build market-leading companies.
Source: https://www.rocket-internet.com/
4. 01 The Challenge
4
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO
ASO Distribution
Attribution
Monetization
Conversion Funnel
CPA
Activation
Customer Lifecycle
A/B Testing
Deep Linking
5. 5
Acquisition + Retention = Growth
01 The Challenge
Source: Christian Vigne, Mobile Product Expert, Google
13. 02 From KPIs to Tracking Concept
13
DATA
Facebook
Source: Tale About Data by Lior Barak, MED, 29.05.2019
Google GDN Google SEA
Google
Analytics
MMP etc.
Cost etc.AttributionPerformance
Marketing Finance Product
14. 02 From KPIs to Tracking Concept
14
DATA
Facebook
API
Source: Tale About Data by Lior Barak, MED, 29.05.2019
Google
Analytics API
Adjust API
Cost AttributionPerformance
Marketing Finance Product
15. 02 From KPIs to Tracking Concept
15
KPIs Should Simplify Decision-Making Process
at Operational and Strategic Levels
16. Social Networks
(e.g. Facebook)
02 From KPIs to Tracking Concept
16
Facebook API
OPERATIONSSTRATEGY
Adjust API
Google Analytics API
Costs etc. etc.Audience Details
CTAs Performance
Revenue Events
Bounce Rate
Behaviour Flow
Conversions
Revenue etc.Acquired Users
Revenue MAU
etc.
etc.
17. 02 From KPIs to Tracking Concept
17
Audiences In-App Events
Social Networks
(e.g. Facebook)
Facebook API
Adjust API
Purchase Steps
Revenue Event
Revenue
SignupsAudience 1
Audience 2 etc.
etc.
18. 02 From KPIs to Tracking Concept
18
A Good Tracking Concept Enables Targeting the
Right Audience and Optimisation on In-App
Events that Matter
19. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
19
via what channels are we
acquiring users? where do we
pull the data from?
E.G. ACQUISITION
20. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
20
split the KPIs for actionable
and high-level / strategic
reporting.
INVOLVE ALL STAKEHOLDERS
21. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
21
define callbacks and custom
parameters to track as much
information as possible.
FOR TARGETING & SEGMENTATION
23. 04 Case Study
23
Event Name
app_launch
Everytime a user interacts with
the app. Either the app was
freshly launched
Trigger Attributes
language : en
location : Berlin, Germany
locationCity : Berlin
locationCountry : Germany
appVersion : 1.1
deviceModel : iPhone6
deviceType : phone
deviceOS : iOS10
user_id : abc123
sign_in_completed
Everytime a user interacts with
the app. Either the app was
brought to the foreground from
the background
language : en
location : Berlin, Germany
locationCity : Berlin
locationCountry : Germany
locationPostcode : 10243
userName : Ekaterina
userSurname : Petrakova
phoneNumber ; +4917672731783
appVersion : 1.1
deviceModel : iPhone6
deviceType : phone
deviceOS : iOS10
user_id : abc1234
Adjust Events & Attributes
24. 04 Case Study
24
Adjust Events & Attributes
Event Attributes
Event Name Trigger defaultAttributes locationPostcode userName userSurname phoneNumber dropoffCountry dropoffCity etc.
app_launch Everytime a user interacts with the app. Either the app was freshly launched x
app_resume Everytime a user interacts with the app. Either the app was brought to the
foreground from the background
x
log_in User log-in to the app via the main screen or from the menu. x x x x
log_out User log-out. x x
sign_in_started User click on Create Account on the homescreen. x
sign_in_completed
User finishes the account creation process (i.e. filled in all required information
including private and legal address). x x x x x
address_pickup User add the pick up address. x x x x
address_dropoff User add the pick up address. x x x x x x
time_pickup User add the pick up time. x x x x
order_estimate User is o the price estimate screen and every time he edits it on this screen.
x
x x x x x
page_view To be triggered when a user go to a certain page in the app. x x x x
order_review User visit the page with full order details. x x x x x x
order_booked To be triggered when a user books the order (schedule delivery). x x x x x x
voucher_applied User successfully add voucher to the order. x x x x
order_cancel User cancels the order (click "Cancel Order"). x x x x x x
order_complete To be triggered when user sees the screen delivery completed. x x x x x x
customer User makes the first order and the order is complete. x x x x x x
order_edit To be triggered when a user edit the order. x x x x x x
nodate_available User add the pick up time and there's no time slot available x x x x
27. 04 Case Study
27
order_cancel event
have a screen in an app
use events and custom
parameters for targeting
create a retargeting event
(MMP)
track results
28. ADJ order_cancel -
19:40:02
{
“callback_params” : {
“language” : “EN”,
“location” : “Berlin, Germany”,
“locationCity” : “Berlin”,
“locationCountry” : “Germany”,
“locationPostcode” : “10969”,
“pickupCountry” : “Germany”,
“pickupCity” : “Berlin”,
“pickupStreet” : “Charlottenstrasse”,
“pickupPostcode” : “10969”
“pickupHouse” : 4”,
“datePickup” : “30/01/2019”,
“dayPickup” : “Wednesday”,
“timePickup” : “11:30am_12:00pm”,
“dropoffCountry” : “Germany”,
“dropoffCity” : “Berlin”,
“dropoffStreet” : “Charlottenstrasse”,
“dropoffPostcode” : “10969”,
“dropoffHouse” : “4”,
“transportType” : “S”,
“helpersNumber” : “1”,
“timeFrame” : “1h”,
“priceEstimate” : “89.90”,
“currencyCode” : “EUR”,
“basketSize” : “-89.90”,
“voucherCode” : “123xyz”,
“userName” : “Ekaterina”,
“userSurname” : “Petrakova”,
etc.
},
“partner_params” : {
04 Case Study
28
callbacks are sending data to you
have a screen in an app
callbacks you are sending to
your partner (e.g. FB)
create a retargeting event
(MMP)
choose parameters that define your
audience
use events and custom
parameters for targeting
track results
29. 04 Case Study
29
create a retargeting event
(MMP)
use events and custom
parameters for targeting
have a screen in an app
track results
conversion event
30. 04 Case Study
30
create a retargeting event
(MMP)
use events and custom
parameters for targeting
have a screen in an app
track results
conversion event
31. 04 Case Study
31
create a retargeting event
(MMP)
have a screen in an app
use events and custom
parameters for targeting
track results Tracker
Clic
ks
Rev.
Events
Revenue
(Cohort) € Revenue € revenue
revenue
(revenue) €
order_com
plete
Facebook 34 6 129.98 362.04 6 362.04 2
32. CUSTOM EVENTS + ATTRIBUTES
04 Case Study
DEFAULT KPIS CHANNEL REQUIREMENTS
UNIQUE KPIS PER CHANNEL
32
- impressions
- voucher applied
- customer
- events: revenue, revenue
event, signup
- custom attributes: product
category, city, first name
- clicks
- installs
- sessions
- MAU / DAU / WAU
FOR TARGETING & SEGMENTATIONALWAYS TRACKED