an introduction to€¦ · an introduction to mobile journey marketing and ogury’s mjm solutions...

An Introduction to

Mobile Journey Marketingand Ogury’s MJM Solutions

Mobile Journey Marketingogury.com

Today, when it comes to understanding

and engaging consumers on mobile,

and generating revenue from mobile

apps and websites, organizations’

effectiveness is limited by three critical

problems.

1. An incomplete view of the mobile user journey,

as organizations only see what happens inside

their own apps, sites or ecosystem.

2. Complex and poorly integrated consent,

data, insights and activation solutions, due to

industry-wide marketing tech stack complexity.

3. Consumer unease towards the lack of

transparency on collection and usage of their

consent and data.

Ogury, a technology company specialized in Mobile

Journey Marketing (MJM) enables organizations

to remove these limitations, with an end-to-

end, fully integrated consent, data, insights and

activation solution. Ogury’s MJM solutions enable

organizations to understand the entire mobile

user journey, engage with the human behind the

screen, and reap the highest returns from digital

investments and mobile inventory. All in full

compliance with the most stringent user privacy

regulations, such as GDPR.

But what is Mobile Journey Marketing? It’s a fair

question, because MJM is a new discipline of

marketing that isn’t fully understood by most

organizations.

This document provides you with the fundamental

information you need to know about MJM.

Including the problem MJM solves, why it is

so important, and how it is so effective. It also

provides details on Ogury’s unique approach and

MJM solutions.

Executive Summary


Contents

Section 1: The Problem

Introduction

Context of the Problem

The Mobile Journey Data Gap

Complex and Poorly Integrated Technologies

Transparency and Control to Users

Section 2: Mobile Journey Marketing

What Is Mobile Journey Marketing?

MJM Three Key Imperatives

Section 3: Ogury’s Unique MJM Solution

Ogury MJM Solutions

Ogury MJM Consent (Consent-to-Signals)

Ogury MJM Data (Signals-to-Data)

Ogury MJM Insights (Data-to-Insights)

Ogury MJM Activation (Insights-to-Activation)

Conclusion


Digital publishers are under more pressure than

ever to generate maximum revenue from their

mobile apps and websites, without disrupting user

experience.

Users demand free quality content, seamless digital

experiences, and control over their personal data.

These issues combined present a strategic

challenge, that must be addressed.

Section 1: The Problem

If organizations understand

the journey, they reveal the

human behind the screen.

Reveal the human, and they

can engage them effectively.

But there are many barriers

and blockers standing in the

way of this...

Digital business and marketing leaders

are under constant pressure to

demonstrate measurable commercial

growth and ROI from all mobile

marketing spend.

IntroductionContext of the problem

To build and maintain a successful business

today, organizations need to engage

consumers on mobile. The average person

spends five hours per day on their phone

and 81% of users have their mobile within

arm’s reach every minute of the day.

Mobile is personal, and users seek value at

every step of their journey. They oppose

anything that hinders or obstructs that

journey - with 85% unlikely to forgive bad

mobile experiences. Because like the device,

user journeys are personal. An individual’s

life is mappable across apps and the

mobile web, revealing habits, preferences,

behaviors, and intentions.


YourWebsite

YourWebsite

YourApp

YourApp

Organizations only see the part of the mobile

user journey that happens within their own

apps, websites, and ecosystem. They don’t

see what happened before users visit their

apps or websites, or what happens after they

leave them. We are not talking about the buyer

or customer journey, we are talking about the

entire mobile user journey, across all apps and

websites, in real time.

Even the giant walled gardens such as

Facebook only see up to 30% of users’ time

on mobile; 70% remains unknown.

Artificial intelligence and machine learning are

often cited as the holy grail to solve all of this:

- 80% of marketers think AI will revolutionize

marketing. But, AI is only ever as intelligent as the

data that fuels it. 99% of its effectiveness is about

the data, not the algorithms.

Moreover, as we all know so well, humans are

unpredictable. Lives, behaviors, and preferences

change. Data is only fresh and relevant in real-time.

The second it’s collected, it starts going stale.

So if AI is not fed first-party data, gathered and

analyzed in real-time from every point of the

mobile journey, then it ceases to be intelligent.

And in a GDPR world, if it’s not consented, it’s

not compliant with the law. Despite this, a lack of

transparency still plagues the mobile marketing

ecosystem, and Forrester discovered that opaque

data is one of the biggest challenges for mobile

marketers in 2018.

Beyond data, organizations are faced with another

challenge as they try to put in place mobile

marketing solutions that will help them grow their

businesses.

of companies believe their revenue

is negatively affected by inaccurate

and incomplete data.

of companies believe third-party

data is unreliable, incomplete,

and negatively affects revenue.

80%

83%

TRILLION$3

of that is wasted

on marketing spend.

Every year, bad data

costs US businesses

$611BILLION

For the vast majority of organizations,

more than 99% of the mobile user journey

is unseen. Missing this necessary first-

party data, organizations look elsewhere, to

third-party data and technology providers.

Unfortunately, this uncovers another issue.

Problem 1:

The Mobile Journey Data Gap


Valuable time and money is spent having to

integrate, learn, and manage each of them.

But these platforms still can’t uncover the full

mobile journey and effectively market across

it. They base their decisions on fragments or

segments of data, and don’t work well together.

Organizations juggle many priorities, from brand awareness, to user engagement,

and digital property monetization. In trying to address these needs with modern

marketing technology, the average organization has to operate multiple disjointed

products and siloed platforms.

Problem 2:

Complex and Poorly Integrated Technologies.

feel burnt out.

The mobile journey data gap, and the complexity

of the marketing technology landscape are making

organizations’ lives difficult, forcing certain

compromises when it comes to engaging with

consumers and generating revenue from mobile

apps and websites.

These compromises are negatively affecting the

very people businesses are looking to attract and

keep - users.

marketing technology

vendors to choose from.

It’s confusing, complex, and

impossible to know which

to use.

7,000

Today there are nearly

No wonder:

of marketers feel

overloaded.

80%

say that technology

selection is extremely

challenging.

58%

70%


This is directly affecting brands and publishers,

as 84% of users say that intrusive ads give them

a negative opinion of both the brands being

advertised and of the sites or apps that serve them.

Despite new laws, users still don’t get full

transparency or control over data consent.

They are often served ambiguous or forced opt-in

notices, which only provoke further mistrust.

It doesn’t have to be this way.

Ogury has designed a

new category of solutions

to help organizations

overcome these

challenges. Introducing…

Today, there is increasing mistrust from consumers over the ways in which their

personal data is used. 75% of users find mobile advertising unpleasant or uneasy,

and it’s getting worse. 71% think ads are more intrusive than they were three

years ago.

Problem 3:

Lack of Transparency and Control for Users


What is Mobile Journey Marketing

(MJM)?

Effectiveness: is achieved through high-quality,

first-party data, that maps the entire mobile user

journey and fuels purpose-built AI technology, to

deliver business results.

Simplicity: is attained by breaking down existing

silos in which current tech platforms operate,

and integrating technology in one place. Using

purpose-built AI to remove unnecessary and

tedious human labor.

Transparency: is brought about through explicit

and unambiguous user choice management; from

opting-in, to exercising their right to be forgotten.

Trust is currency.

MJM’s purpose is to move organizations to a new

era of business effectiveness, operational simplicity,

and data transparency.

To fulfill the MJM vision, Ogury has created the first

end-to-end, fully integrated consent, data, insights,

and activation solution.

Section 2: Mobile Journey Marketing

MJM Three Key Pillars

MJM is founded on three key pillars that have to be

collectively, consistently, and efficiently delivered.

Mobile Journey Marketing (MJM) is a new discipline of marketing that enables

organizations to understand the entire mobile user journey, and to market

across it.

Sim

plic

ity

Effectiveness

Transparency


Ogury MJM Solutions

Powered by purpose-built AI technology,

Ogury MJM solutions turn raw mobile journey

consented signals into business results; consumer

engagement on mobile, and revenue generation

from mobile apps and websites.

By integrating its MJM consent, data, insights and

activation solutions in one place, Ogury enables

brands and publishers to understand the entire

mobile user journey, inform mobile strategy, and

deliver previously unattainable business results.

Key capabilities:

MJM Consent – Manage user choice

and consent.

• Serve an explicit, clear and simple

consent notice to users

• Capture and manage user choice for all

partners involved

• Provide users with an easy way to opt-

out and be forgotten

MJM Data – map the entire mobile

user journey.

• Collect consented raw signals

• Interpret them with a purpose-built AI

engine

• Generate meaningful mobile user

journey data: apps downloaded or

deleted, apps usage, website browsed

MJM Insights – inform the mobile strategy.

• Understand customers’ behaviors and

interests

• Discover new potential customers and

audiences

• Monitor mobile ecosystem and

competitor dynamics

MJM Activation – deliver business results.

• Engage the human behind the device

• Monetize digital properties

• Optimize execution in real-time

The next section explains exactly how Ogury

turn signals-to-data, data-to-insights and

insights-to-activation.

Section 3: Ogury’s Unique MJM Solutions


Ogury MJM Consent

Consent-to-Signals

Ogury’s SDK is integrated into over 12,000 apps

and mobile sites around the globe, with more

being added every day. Believing from the start

that transparency is the future of marketing and

that consumers should have full control over

their personal data, Ogury presents a clear, high

converting opt-in notice to every consumer.

This provides an opportunity for the user to give

explicit consent to share raw journey signals in

exchange for relevant and tailored marketing

recommendations.

MJM Consent – Manage user choice

and consent

• Serve an explicit, clear and simple

consent notice to users

• Capture and manage user choice for all

partners involved

• Provide users with an easy way to

opt-out and be forgotten

Products

• Consent Manager

Technology

• SDK


Ogury MJM Data

Signals-to-Data

Ogury collects consented raw signals across the

mobile journey in real-time. These signals fuel

a purpose-built Data Generation Engine that

transforms them into meaningful Mobile Journey

Data, including every app installed, every website

browsed, and usage of all apps.

50% of users who are served the consent notice

accept the agreement, which gives Ogury the

ability to generate user data (apps installed

or deleted, apps usage, and mobile websites

browsed) on 400m consented user profile, with

this number growing every day. It also makes

Ogury fully compliant with stringent privacy laws

such as GDPR. Brands who work with Ogury are

assured that compliance is consistently upheld, and

publishers are able to manage all of their consent

requirements in one place with Ogury’s Consent

Manager.

MJM Data – map the entire mobile

user journey

• Collect consented raw signals

• Interpret them with a purpose-built AI

engine

• Generate meaningful mobile user

journey data: apps downloaded or

deleted, apps usage, website browsed

Technology

• Data Generation Engine

CONSENTEDSIGNALS

Data Generation Engine

Mobile Journey Data


Ogury MJM Insights

Data-to-Insights

This unique mobile journey data is modelled

and made visually available to organizations,

providing precious insights and a deep knowledge

of the mobile user journey. Ogury enables these

organizations to understand user behavior and

interests across all apps and websites, discover

affinities between new and existing audiences, and

monitor the performance of competitors, as well as

ecosystem dynamics.

MJM Insights – inform organizations mobile

strategy

• Understand customers’ behaviors and

interests

• Discover new potential customers and

audiences

• Monitor mobile ecosystem and

competitor dynamics

Products

• Active Insights

Technology

• Data Modelling

• Dashboard

Active Insights

Mobile Journey Data


Ogury MJM Activation

Insights-to-Activation

Organizations are then able to activate these

insights with Ogury’s purpose-built User Affinity

Engine and Revenue Optimization Engine, to

market across the entire mobile journey. This

provides marketers with the most precise and

relevant targeting in the industry, as ads are

replaced by personalized recommendations, driving

high engagement from consumers. It provides

publishers with seamless experience for their users,

100% fill rates, and 6x higher CPM than the industry

average, driving more revenue from their mobile

apps and websites. In addition, the complexity of

managing a plethora of demand sources is replaced

by the simplicity of one SDK, with payments on-

demand.

Currently, Ogury activates first-party mobile

journey data from 400M+ mobile user profiles in

more than 120 countries, in partnership with 900+

brands and 12,000+ mobile apps and websites

across the globe.

MJM Activation – deliver business results

• Engage the human behind the device

• Monetize digital properties

• Optimize execution in real-time

Products

• Intelligent Monetization

• User Engagement (Ogury Attract

and Ogury Acquire)

Technology

• User Affinity Engine

• Revenue Optimization Engine

User Affinity Engine

RevenueOptimization

Engine

IntelligentMonetization

User Engagement


In an age where organizations need to engage with users on mobile, maximize

return from digital investments, optimize revenue generation from mobile

properties, and ensure users are provided with transparency over data collection

and usage; brands and publishers face three critical problems that limit their

effectiveness in doing so. An incomplete view of the mobile user journey; poorly

integrated consent, data, insights and activation solutions; and consumer mistrust

about collection and usage of their data; all of which negatively affect business

results.

Conclusion

Mobile Journey Marketing emerges as the first

marketing discipline designed specifically to solve

these problems, and take organizations’ mobile

marketing to a new level of effectiveness, simplicity,

and transparency.

Ogury’s MJM Solutions provide organizations

with the first end-to-end, fully integrated

consent, data, insights, and activation

solution. Built from the ground up on unique

mobile user journey data, with purpose-

built AI technology and a commitment to

transparency. It provides publishers and

brands with integrated, effective and simple

solutions to deliver on their top business

priorities – mobile consumer engagement,

revenue generation from mobile apps and

websites, and compliance with the most

stringent privacy laws.


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