Winning the Mobile Game

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<ul><li><p>Mobile Marketing Association </p><p>Winning the Mobile Game </p></li><li><p>Mobile Marketing Association </p><p>AGENDA </p><p> 7:30 AM - 7:45 AM Introduc3ons </p><p> 7:45 AM - 8:15 AM From Web Analy3cs to Customer Intelligence &amp; Beyond </p><p> 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers </p><p> 8:55 AM - 9: 00 AM: Ques3ons and closing comments </p></li><li><p>Mobile Marketing Association 20</p><p>Our Company</p></li><li><p>Mobile Marketing Association 21</p><p> Founded in 2007 early big data company</p><p> 120+ employees and growing fast</p><p> Locations and customers around the globe</p><p> 1,000s of apps instrumented</p><p> 250+ billion events tracked monthly</p><p> 32+ million DAUs tracked</p><p> 210+ million MAUs tracked</p><p>Kontagent Facts</p></li><li><p>Mobile Marketing Association 18</p><p>And hundreds moreSELECT CUSTOMERS</p></li><li><p>Mobile Marketing Association </p><p>Speakers Dan Kimball </p><p>Chief Marke3ng Officer, Kontagent </p><p> Rand Schulman Co-Founder/ Emeritus Director, Digital Analy&gt;cs Associa&gt;on; Analy&gt;cs Execu&gt;ve </p><p> Josh Williams President, Kontagent </p><p> Rob Carroll Chief Mobile Officer, 5th Planet Games </p></li><li><p>Mobile Marketing Association </p><p>AGENDA </p><p> 7:30 AM - 7:45 AM Introduc3ons </p><p> 7:45 AM - 8:15 AM From Web Analy3cs to Customer Intelligence &amp; Beyond </p><p> 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers </p><p> 8:55 AM - 9: 00 AM: Ques3ons and closing comments </p></li><li><p>Mobile Marketing Association </p><p>The Evolved Customer: From Web Analytics to Mobile Intelligence Rand Schulman </p></li><li><p>Mobile Marketing Association </p><p>Mobile Marke3ng Today is Like Web Marke3ng in 1997 and We Know What Happened! </p><p> Good news: 93% of the market use Web analy&gt;cs! Mixed news: </p><p>Few op&gt;mize mobile and cross-channel analy&gt;cs Less than 30% have any clear objec&gt;ves </p><p> So, where do we go from here? Will it be another 15 years? </p></li><li><p>Mobile Marketing Association </p><p>Why Now? New Breakthroughs Create New Challenges Analy3cs Cri3cal </p><p> Offline direct marke&gt;ng insights drove Web analy&gt;c developments (1990s) </p><p> Today technology enablers: Big data / cloud / CPU / bandwidth advancements; real-&gt;me empirical data </p><p> Converged workflow, people: Digital marke&gt;ng becoming more like direct marke&gt;ng Crea&gt;ng a new role defini&gt;on for the Marketer </p><p> Gamers taught us that app engagement is key: </p><p> Law of large numbers means / rapid A/B/M tes&gt;ng and op&gt;miza&gt;on Greater engagement / greater conversion to intent </p></li><li><p>11 </p><p>THINK DIFFERENT .ly </p></li><li><p>Mobile Marketing Association 2</p><p>Brands are becoming more customer-centric. Mobile is at the center of this relationship. </p></li><li><p>Mobile Marketing Association 3</p><p>ButBrands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon </p></li><li><p>Mobile Marketing Association 4</p><p>Creativity without conversion = zero</p><p>Identify your business goals </p><p>Monitor, measure and maximize become a Content Engineer</p></li><li><p>Mobile Marketing Association </p><p>How Do You Define Customer Value and Conversions?</p><p> And How Do You Plan to Measure Success?</p><p>16 </p><p>Customer</p><p>Profitability </p><p> - Acquisition Costs vs Lifetime Value - App Efficiency</p><p>Customer</p><p>Monetization </p><p> - Revenue - Lifetime Value</p><p>Customer</p><p>Engagement </p><p> - User Experience - Retention - Loyalty</p><p>Metrics for Success:Cost/Install, Profit/Install, Revenue/Customer, LTV/Customer</p><p>Metrics for Success:Revenue, Revenue/Customer, Lifetime Value</p><p>Metrics for Success:Retention, Stickiness, Funnel Conversions, Event Timeline Flows</p></li><li><p>Mobile Marketing Association 16 </p><p>Were an analytics company masquerading as a games company. </p><p>Ken Rudin Vice President, Analytics &amp; Platform Services </p><p>Source: WSJ </p></li><li><p>Mobile Marketing Association </p><p>Greater App Engagement - 183% Increase in ARPU* in Less Than Two Months for Gaia** </p><p> How effec&gt;ve are my ads in reach? What is the quality &amp; age of users from </p><p>different countries? What is my campaign performance by </p><p>partner and country &gt;er? How are my users performing </p><p>APP post install? *Average revenue per user ** 1 million post per day, 7 million Unique per mo, 26 million reg. users </p><p>www.kontagent.com </p><p>LTV Dashboard </p></li><li><p>Mobile Marketing Association </p><p>Gamifica3on: Beyond Gamers A Rush Towards Customer Engagement </p><p> Consumer Verizon seeing increase of 30% &gt;me on site &gt;me </p><p>(increase revenue, decrease cost) San Diego Power and Gas and (decrease cost) Samsung Increase of 200% per month site user engagement </p><p>(reviews/revenue) </p><p> Content &amp; media companies have seen 30-40%* increase in reader interac&gt;ons (increase revenue) USA Networks 130% increase page views; 40% return visitors </p><p> Health care Aetna / Kaiser seeing 50%* increase in healthy </p><p>ac&gt;ons (decrease in cost) </p><p>* Deloitte Review The Engagement Economy 2012 </p></li><li><p>Mobile Marketing Association </p><p> Measure LTV Measure viral factor and channel </p><p>apribu&gt;on - Understand correla&gt;on and </p><p>Causality Test and op&gt;mize </p><p>Mobile: Part of Omni-Channel Metrics The ROI of Mobile </p></li><li><p>Mobile Marketing Association </p><p>Whats Next: Where Do We Go From Here? </p><p> Privacy is dead Get over it Scop McNealy . Your kids have! </p><p> AI will play a major factor driving solu&gt;ons (Siri) </p><p> Relevance bubbles </p><p> Relevance fences </p><p> Relevance gates </p></li><li><p>Mobile Marketing Association </p><p>In Summary: What Should You Do Now? </p><p> Start with manageable definable projects and objec3ves. </p><p> Develop applica3ons that will allow you to collect/track behavioral data. </p><p> Measure results and op&gt;mize process. </p><p> Think of the new marketer as the Content Engineer. </p></li><li><p>Mobile Marketing Association </p><p>Thank you </p><p>rschulman@pacific.edu </p></li><li><p>Mobile Marketing Association </p><p>AGENDA </p><p> 7:30 AM - 7:45 AM Introduc3ons </p><p> 7:45 AM - 8:15 AM From Web Analy3cs to Customer Intelligence &amp; Beyond </p><p> 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers </p><p> 8:55 AM - 9: 00 AM: Ques3ons and closing comments </p></li><li><p>Mobile Marketing Association </p><p>Speakers Dan Kimball </p><p>Chief Marke&gt;ng Officer, Kontagent </p><p> Josh Williams President, Kontagent </p><p> Rob Carroll Chief Mobile Officer, 5th Planet Games </p></li><li><p>Mobile Marketing Association </p><p>AGENDA </p><p> 7:30 AM - 7:45 AM Introduc3ons </p><p> 7:45 AM - 8:15 AM From Web Analy3cs to Customer Intelligence &amp; Beyond </p><p> 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers </p><p> 8:55 AM - 9: 00 AM: Ques3ons and closing comments </p></li><li><p>Mobile Marketing Association </p><p>Q &amp; A </p></li></ul>