Winning the Mobile Game!

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Winning the Mobile Game!

  1. 1. Winning the Mobile GameMobile Marketing Association
  2. 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. 3. Our Company 20Mobile Marketing Association
  4. 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 21Mobile Marketing Association
  5. 5. SELECT CUSTOMERS And hundreds more… 18Mobile Marketing Association
  6. 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. 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. 8. The Evolved Customer: From Web Analytics to Mobile Intelligence Rand SchulmanMobile Marketing Association
  9. 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. 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. 11. THINKDIFFERENT.ly11
  12. 12. Brands are becoming more customer-centric. Mobile is at the center of this relationship. 2Mobile Marketing Association
  13. 13. But… Brands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon… 3Mobile Marketing Association
  14. 14. • Creativity without conversion = zero • Identify your business goals • Monitor, measure and maximize – become a Content Engineer 4Mobile Marketing Association
  15. 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? 16Mobile Marketing Association
  16. 16. “We’re an analytics company masquerading as a games company.” Ken Rudin Vice President, Analytics & Platform Services Source: WSJ 16Mobile Marketing Association
  17. 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.comMobile Marketing Association
  18. 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 2012Mobile Marketing Association
  19. 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. 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. 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. 22. Thank  you   rschulman@pacific.edu  Mobile Marketing Association
  23. 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. 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. 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. 26. Q  &  A  Mobile Marketing Association

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