10 tips for leveraging big data for mobile marketing
DESCRIPTION
"Big Data" (the high volume, variety, and velocity of data) is all the rage. But how does a marketer best utilize it for mobile marketing? Here are ten tips for leveraging Big Data for mobile marketing -- with a focus on acquisition. This presentation was prepared for the Eye for Travel Online Marketing Conference in Miami, June 2014.TRANSCRIPT
10 Tips for Leveraging Big Data for Mobile Marketing
Eye for Travel | Miami | June 2014
Heather ForsytheSr. Director of Marketing
@MsAdventurous
LinkedIn.com/in/HeatherForsythe
2
TripIt: the perfect travel companion
“Consumers have never been more connected – but it’s never been harder to connect with them.”
– Tom Daly, Coca Cola
4
Ensure you have the right data infrastructure
Third partydataActionable Intelligence
Tip #1
Database
5
87% of consumer time spent on mobile…is in apps.
Incorporate in-app advertisingTip #2
Source: Nielsen
6
In-app advertising: example
• There are more Android users overall 52% Android vs. 42% iOS in US (Nielsen)
• A majority of visits to ecommerce sites are from iPhones …but those who do purchase on Android spend more per
order
• App retention is now on par with iOS
Don’t forget about AndroidTip #3
Source: Localytics
1 2 3 4 5 6 7 8 9 10 11+0%
5%
10%
15%
20%
25%
30%
35%
40%34%
Android iPhone & iPad
Share of visits to e-commerce sites from
phones
Average order value
from phones
iPhone
60% $126
Android
39% $136
App User Retention: By Mobile Platform (# times App was
Used)
Source: Monetate
8
Target Android users by device type
…to reach the higher-income users more likely to purchase travel.
9
7.2BWorld Population
4.5BMobile PhoneUsers1B
Facebook MonthlyActive Mobile Users
Get on Facebook. Now.Tip #4
Sources Facebook Q1 Earnings Report, eMarketer, worldometer.info
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Facebook has powerful targeting options
Use current user data to build exclusion lists and lookalike segments
11
Facebook ad format mimics native app experience
12
Facebook vs. Alternative Mobile Advertising
Facebook effectively delivers quality users
Cost Per Install Purchase Rate
Conversion Rate Cost per Purchaser
Source: Fiksu sample of 9M conversions across wide range of apps, networks
Banner DSP Facebook0%
50%
100%
150%
200%
250%
300%
350%
100%72%
292%
Banner DSP Facebook0%
20%
40%
60%
80%
100%
120%
140%
160%
100% 94%
135%
Banner DSP Facebook0%
100%
200%
300%
400%
500%
600%
700%
100%
225%
619%
Banner DSP Facebook0%
20%
40%
60%
80%
100%
120%100%
71%63%
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• Utilizes real-time bidding exchanges (RTB)
• After Facebook, RTBs offer the most granular level of targeting
• Highly efficient, rapidly growing traffic source
Leverage programmatic (dynamic) buying
Tip #5
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Apply retargeting to mobileTip #6
A user already has the app installed, but isn't using it
Serve them a personalized ad to
drive re-engagement with
your app
When user clicks, the app opens directly to the
page you specified
Image source: Deeplink.me
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Pro PurchasePro TrialFree
Sign-upApp
launch
Mobile downloa
d
Click-thru
Impression
Move beyond the downloadTip #7
CPM CPC CPI CPA-1 CPA-2 CPA-3 LTV
26% of all apps downloaded are used only once.
- Localytics, July 2013
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FYI, TripIt uses
Consider an optimization partnerTip #8
1. Provides automated optimization
2. Optimizes on post-download events3. Integrated with ad tracking and attribution4. Enables broad media deployment
What to look for:
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Don’t forget to tailor the contentTip #9
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Utilize location-based data
Tip #10
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10 Tips for Leveraging Big Data for Mobile Marketing
1. Ensure you have the right data infrastructure2. Incorporate in-app advertising
3. Don’t forget about Android
4. Get on Facebook. Now.
5. Leverage programmatic (dynamic) buying6. Apply retargeting to mobile, too
7. Move beyond the download
8. Consider an optimization partner
9. Don’t forget to tailor the content
10.Utilize location-based data
