Winning the Mobile Game

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  • Mobile Marketing Association

    Winning the Mobile Game

  • Mobile Marketing Association

    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 20

    Our Company

  • Mobile Marketing Association 21

    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

    Kontagent Facts

  • Mobile Marketing Association 18

    And hundreds moreSELECT CUSTOMERS

  • Mobile Marketing Association

    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

    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

    The Evolved Customer: From Web Analytics to Mobile Intelligence Rand Schulman

  • Mobile Marketing Association

    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

    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

  • 11

    THINK DIFFERENT .ly

  • Mobile Marketing Association 2

    Brands are becoming more customer-centric. Mobile is at the center of this relationship.

  • Mobile Marketing Association 3

    ButBrands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon

  • Mobile Marketing Association 4

    Creativity without conversion = zero

    Identify your business goals

    Monitor, measure and maximize become a Content Engineer

  • Mobile Marketing Association

    How Do You Define Customer Value and Conversions?

    And How Do You Plan to Measure Success?

    16

    Customer

    Profitability

    - Acquisition Costs vs Lifetime Value - App Efficiency

    Customer

    Monetization

    - Revenue - Lifetime Value

    Customer

    Engagement

    - User Experience - Retention - Loyalty

    Metrics for Success:Cost/Install, Profit/Install, Revenue/Customer, LTV/Customer

    Metrics for Success:Revenue, Revenue/Customer, Lifetime Value

    Metrics for Success:Retention, Stickiness, Funnel Conversions, Event Timeline Flows

  • Mobile Marketing Association 16

    Were an analytics company masquerading as a games company.

    Ken Rudin Vice President, Analytics & Platform Services

    Source: WSJ

  • Mobile Marketing Association

    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

    www.kontagent.com

    LTV Dashboard

  • Mobile Marketing Association

    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 2012

  • Mobile Marketing Association

    Measure LTV Measure viral factor and channel

    apribu>on - Understand correla>on and

    Causality Test and op>mize

    Mobile: Part of Omni-Channel Metrics The ROI of Mobile

  • Mobile Marketing Association

    Whats 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

    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

    Thank you

    rschulman@pacific.edu

  • Mobile Marketing Association

    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

    Speakers Dan Kimball

    Chief Marke>ng Officer, Kontagent

    Josh Williams President, Kontagent

    Rob Carroll Chief Mobile Officer, 5th Planet Games

  • Mobile Marketing Association

    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

    Q & A