goMobile™ Platform Awareness Intent Engagement Acquisition Retention Cross-Device
Aug 14, 2015
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The Gocella MobileBuyer Intent Network The Next Generation of Mobile Intent Targeting.
A data-driven marketing solution that uses real-time web behavior and analytics to identify buyers earlier in the research process across the mobile web by IP & Device Data.
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It starts with the consumer.
Our unique consumer-centric approach made developing the
Gocella Mobile Intent Network a true engineering
accomplishment. Our elite technology team, our partners,
human statisticians and continuous machine learning work
round the clock to monitor signals.
First we analyze the consumer, their desires, goals, their
research, timing and the level of market they’re in.
Next we take this data and combine it with the goals of an
advertiser. We do not start the process with a brand,
product or service, or even the ROI. We start with the
consumers.
Optimization by Gocella for any client is not purely placed on
pixel fires but rather how we direct a buyer's journey to the right
place, at the right time, coupled with the right content and
design. Part of this is done with our elite technology team, our
partners, human statisticians, and continuous machine
learning.
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The problem with mobile.The #1 problem with mobile marketing is ineffective ad targeting.
Mobile advertising is fragmented. Marketers who want true
reach and scale need to buy across 20-plus blind or semi-blind ad
networks per campaign, many of which are trading impressions or
bidding against one another from the handful of ad exchanges,
driving up the cost to reach consumers with little added value.
Mobile advertising is inefficient. Few networks offer campaign or
reporting APIs, and by extension, an absence of centralized
reporting dashboards for mobile marketers.
Mobile advertising is dumb. Banner ads are not contextually
relevant or audience specific. The result is a poor consumer
experience that robs advertisers of the ability to connect with users
in new and engaging ways.
Mobile advertising is cheap. The race-for-the-floor, $0.01 CPC
deals do nothing to boost the ecosystem. Publisher eCPMs are on
average five times lower than on desktop, with average revenue per
user (eRPU) 1.7 to 5 times lower.
90% of consumers start a task on one device and finish it on another. As a result, ad formats need to work on multiple devices simultaneously.
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IP.X – The mobile solution.Intent Based Advertising Turnkey Marketing & Communications
Intent based ads means better targeting by context. All other
types of targeting out there are an approximation, whether it’s
behavioral, demographic, or social – it’s all a guess..
Access to Big Data on social networks means this new level of
targeting can lead to higher engagement and more loyal
customers. Targeting users based on unique and large data sets
on intent expressed on social networks is guaranteed to maximize
engagement. There is no stronger signal in advertising.
Cross-platform reach engages customers regardless of digital
device. The communication habits of mobile and PC users are
changing rapidly. Successful brand advertisers understand how
social, local and mobile work together, and have a solid
understanding of how activity on the PC translates to mobile and
vice versa. This is why we build our audiences using all data filters
in one file.
CROSS-SCREEN TARGETING IN ACTION. Target across screens
to reach consumers on all of their devices.
SMS Communications drive more engagement & conversion.
Sending prospects messages post interest gives the consumer
more choice and control over getting information and taking next
steps and at the same time creates an additional data asset to
market to.
Intent Data is the perfect intersection between Data Analytics, Big Data, The Social Web and Digital Marketing.
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The Buyer Intent FunnelListening for buying signals to identify the right audience at the right time.
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Gocella IP.x - Reverse URL& Keywords Target
Identify buyers based on competitor website visits and searches
1. Gocella targets 1 to 3 competitor website URLs and relevant keywords
2. We scan target sites for the top keywords driving searches and page views
3. Next we identify where that traffic is coming from by provider
4. Geo Target by combining traffic source from ISPs, Wi-Fi Networks and matched to Zip+4 Files
5. Identify path to domain that consumer followed to research and consume information (sites competitors are buying media on)
6. Combine data and analyze the total unique count by IP address and page views
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Gocella IP.x - Reverse Audience TargetIdentify new buyers based on your ideal customer profile from your CRM1. Gocella imports data from your CRM of closed
deals (by IP and email address)
2. We clone that audience to create look-alike models, finding intent in audience segments converting in non-intent based
3. Next we identify where that traffic is coming from by provider
4. Geo Target by combining traffic source from ISPs and Wi-Fi Networks
5. Identify path to domain that consumer followed to research and consume information (sites competitors are buying media on)
6. Combine data and analyze the total unique count by IP address and page views
Data Cloning
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Gocella IP.x - CRM Monitoring & TriggeringMonitor existing customers to maximize retention rates
1. Your CRM holds two vital match fields: IP Address & Email.
2. Once connected to your CRM, Gocella monitors customer’s intent 24/7 by analyzing search, traffic flow, content consumed and ad clicks
3. Predetermined triggers are sent to your team so one or more actions can be initiated to retain this customer.
Gocella helps increase customer retention by analyzing the online behavior of your current customers. Using API and data feeds, we give you the power to engage with customers displaying intent to purchase competitor products or services.
Gocella provides all the tools needed, dependent on your specific CRM and DMP requirements.
Retention & Attrition
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Who We Are
Gocella Mobile Analytics to Execution Big Data & Campaigns
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Mobile is where people are finding information, consuming and engaging People now spend more time consuming information on their mobile device (25%) than any other medium including TV.
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Recruitment & Activation
Persuasion
Mobile Consulting
How We Help
Leads & Sales
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PLATFORM DRIVES RESULTS
MASSIVE DATA
MORE THAN CPA
2500+
Processes more than 2,500 data points for
every impression
Considers different goals and marketing tactics to deliver the best value,
holistically
AUCTION MODEL
Assigns a value to every impression to determine the optimal placement
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CROSS-SCREEN TARGETING IN ACTION
Mark browses Auto blog and Huff post sites or an Advertiser’s site on his desktop.
The advertiser delivers ads to Mark across smartphones and tablets on Gocella’s inventory platform.
Gocella identifies Mark with appropriate targeting layer Ideal Prospect for ____.
AGE:
28EDUCATION:
COLLEGEINTERESTS:
Politics,TECHNOLOGY
HHI:
$95K
MARK
Browse
Target
Classify
Target across screens to reach consumers on all of their devices.
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TARGET ACROSS SCREENS WITH CONFIDENCE
RUN ON PREMIUM INVENTORY
LEVERAGE CROSS-SCREEN TACTICS
- Predictive Segments- Behavioral Audience Targeting- Location-Based Targeting- Data Activation and Analytics
100M+ MATCHED CONSUMERS
93% ACCURATE, VERIFIED BY
COMSCORE
- Intent Audience Files
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• OPPORTUNITY
PINPOINTED: MOBILE LOCATION TARGETING ADVANTAGE
Leverage proprietary data to reach consumers where they are – with accuracy.
Leverage proprietary, accurate MapQuest location intelligence and data, including retail locations to amass the best audience for your brand.
• REAL TIME: Target consumers within specified geo-fences around selected locations.
• HISTORICAL: Target consumers who have visited specific, relevant locations over the past 30 days.
Tailor the location, radius and other targeting layers to your exact needs and develop custom audience segments.
TARGET-BY-LOCATION
PROPRIETARY DATA
FULLY CUSTOMIZABLE
PREMIUM CONTENT
Align your brand with premium mobile content that your audience already engages with.
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PREMIUM INVENTORYACROSS ALL DEVICES
Your brand will be in safe environments across all screens.
CROSS-SCREEN SUPER CHANNELSACCESS INVENTORY CURATED ACROSS CONTENT VERTICALS Matched
With Intent & 3rd Party Data To Target In The Buyer’s Journey
• Age• Gender• Ethnicity• Life Stage• Education• Vehicle Type• Dwelling Type• Purchases and Interests• Income• IRA/401K• Net Worth• Home Value
• Political Party• Household Income• Discretionary Income• Charitable Contribution• Industry• Revenue• SIC Code• NAICS Code• Company Size• Company Name• Employee Count• Business Owners at Home
Data Variables Sample
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Web Buyer Mobile Intent DataTargeting Methods
Gocella takes Massive Data, turns into Bigger Data that may make some sense then segments Big Data that we know is actionable and we target that new data in those segments every 24 Hours.
Mobile: Target by device type, OS, OS version, and browser, Comms. Text Messages
Twitter Audience Mapping & Targeting - map and match to the Twitter user by IP address and build new or use preexisting audience segments to target users with intent to create direct actions and engagements.
Facebook Advertising: By using Facebook audience uploader we provide the phone and email of the intent data to run Facebook ad campaigns to our in the market file, superior to Facebook-generated audience targeting
Desktop Display: IP addresses are marketed to by location, time, ad unit sizes, content for best Click Through Rates and Conversion
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Thank You
Gocella, Inc.
150 Bay Street Unit 909
Jersey City, NJ 07302
800-901-1969
Presented for: Presented by: Brian RiceEmail: [email protected]