emetrics keynote final1
DESCRIPTION
Creating a Metrics Driven Demand Generation ProgramTRANSCRIPT
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SocialDemand Generation ProgramCreating a Metrics-Driven
Rand Schulman + Pelin Thorogood
Schulman+Thorogood Group
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APPS SAPPS MAPPS
Shattering the website-centricengagement paradigm
And the new world of…
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www.SocialUPs.com
Turbocharging Engagement
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“We’re an analytics company masquerading as a games company.”
Ken Rudin Vice President, Analytics & Platform Services
Source: WSJ
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The Viral Engagement Imperative
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www.kontagent.com
183% Increase in ARPU in less than Two Months
How effective are my ads in reach?
What is the quality of users from different countries?
What is my campaign performance by partner and country tier?
How are my users performing post install?
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Optimizing for Viral Adoption and Revenue Conversion…
Using cohort analysis and segmentation, ads were targeted based on what groups of users where monetizing more
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…and LTV!
5x increase in retention
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Speed A/B Testing
Large scale A/B Testing of ads allowed for the dramatic increase in valuable users into the game ecosystem
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Now on to a Multi-Channel Social Chapter
User: Motor Cycle Superstore
Objective: Promote a Black Friday/Cyber Monday sale using Facebook ads to drive online purchases
Challenge: Cross domain tracking
Vendor: Webtrends
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Targeted at Fans
Segmented by top selling geographies, gender, and age ranges
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Apps are ideal landing pages for Facebook ads
www.webtrends.com
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Avg Order Value1. Email $129.942. Social $127.093. Search $124.374. None/Organic $111.745. Affiliate $109.616. Display $104.307. Sponsorships $08. Contest $0
Return on ad spend$3.58 sold for every $1 on media
Facebook Ad Facebook App Website
Iframe tabs can’t see the campaign IDs in the referring link from an ad or a post. Webtrends adapted their tag to enable attribution.
To track the visitor through to another property, such as a website, you need a solution that supports cross-domain tracking.
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Cost per engagement
The viral factor
Lifetime value of engagement
Applying Gaming Analytics to SAPPS and MAPPS
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Getting Started
The cost to start a social app is low
Any company can get something up and running!
Cost Time
In-House $68,000 30 Days
Agency $92,000 14 Days
Vendor/Pre-Fab $44,000 8 Days
www.involver.com www.buddymedia.com
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The Future is Here
Convergence of content and advertising
Personalization based on demographics, behavior social and interest graphs
Applications integrating aggregated content based on personal and social signals
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Thank you
www.schulmanthorogood.com