sf mma forum kontagent 2013 rand

Mobile Marketing Association

Winning the Mobile Game

A Breakfast Workshop

Sponsored by Kontagent


AGENDA

• 7:30 AM - 7:45 AMIntroductions

• 7:45 AM - 8:15 AMEvolution of analytics

• 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers

• 8:55 AM - 9: 00 AM:Questions and closing comments


Speakers

• Dan Kimball, Chief Marketing Officer – Kontagent

• Rand Schulman, Co-Founder/ Emeritus Director - Digital Analytics Association; Analytics Executive

• Josh Williams, President – Kontagent

• Rob Carroll, Chief Mobile Officer – 5th Planet Games


The Evolved Customer From Web Analytics to Mobile Intelligence

Rand Schulman


Mobile Marketing Today is Like Web Marketing in 1997 – And We Know What Happened!

• According to a soon to be released Incisive Media-ClickZ / Efectyv Marketing survey of almost 250k readers –

• Good news - 93% of the responses* use Web Analytics WOW!

• Mixed news - yet few optimize Mobile and Cross Channel Analytics and less than 30% have agreed with objectives

*aprox 980


Why Now? New Breakthroughs Create New Challenges – Analytics Critical

• Offline Direct Marketing Insights Drove Web Analytic Developments in the Mid 1990

• Today Technology enablers – Big Data / Cloud / CPU / Bandwidth advancements - real-time empirical data

• Converged Workflow People - Digital Marketing - becoming more like Direct Marketing creating a new role definition for the “Marketer”

• Gamers taught us that APP Engagement is Key –– Law of Large numbers means / rapid A/B/M testing – Optimization – Greater engagement / greater conversion to intent

7

THINK DIFFERENT.ly

Mobile Marketing Association 2

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


But…Brands need customer insights to build meaningful, memorable and valuable lifetime experiences. Think Amazon…


Creativity without conversion = Zero

•Identify your Business Goal just like offline and Internet

•Monitor, measure and maximize – Become a Content Engineer


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 Association12

“We’re an analytics company masquerading as a games company.”

Ken Rudin Vice President, Analytics & Platform Services

Source: WSJ


Greater APP Engagement - 183% Increase in ARPU* in less than Two Months for Gaia**

• How effective are my ads in reach?• What is the quality & age of users from

different countries?• What is my campaign performance by

partner and country tier?• 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


Gamification: Beyond Gamers – A Rush Towards Customer Engagement

• Consumer – Verizon seeing increase of 30% time on site time (goal increase

revenue, decrease cost)– San Diego Power and Gas and OpsPower (decrease cost)– Samsung – Increase of 200% per month site user engagement

(reviews/revenue)• Content & Media companies have seen 30-40%* increase in Reader

interactions (goal - increase revenue)– USA Networks 130% increase Page Views 40% Return Visitors

• Health care – Aetna / Kaiser seeing 50%* increase in “healthy actions” (goal – decrease in cost)

• * Deloitte Review The Engagement Economy 2012


• Measure LTV• Measure viral factor and channel

attribution - • Understand Correlation and

Causality • Test and Optimize

Mobile - Part of “Omni Channel” Metrics - The ROI of Mobile


In Summary: What Should You Do Now?

• You need applications that will allow you to Collect/Track Behavioral data• Measure Results and Optimize process

– not enough to just capture data; you need to be prepared for meaningful analysis of the results. Return on investment assumptions should be thought of beyond simple project dollars spent. Develop formulas to measure the long-term value of more engaged or loyal customers across new channels – MAPPS, SAPPS and APPS

• Who/How? The New Marketer as The Content Engineer– a multi-disciplinary team that includes business-line strategists and

managers, along with social scientists, marketers, game designers, programmers and those with data analytics expertise


Thank you

[email protected]


AGENDA

• 7:30 AM - 7:45 AMIntroductions

• 7:45 AM - 8:15 AMEvolution of analytics

• 8:15 AM - 8:55 AM: PANEL What you can learn from mobile gamers

• 8:55 AM - 9: 00 AM:Questions and closing comments


Speakers

• Dan Kimball, Chief Marketing Officer – Kontagent

• Josh Williams, President – Kontagent

• Rob Carroll, Chief Mobile Officer – 5th Planet Games


Q & A

sf mma forum kontagent 2013 rand

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