Winning the Mobile Game

Mobile Marketing Association

Winning the Mobile Game


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


•  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


And hundreds more… SELECT CUSTOMERS


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


AGENDA






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


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?


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


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 goals � • Monitor, measure �and maximize – �become a �Content Engineer


How Do You Define Customer Value and Conversions?

… And How Do You Plan to Measure Success?

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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


“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 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


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


•  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


What’s 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


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.


Thank you

[email protected]


AGENDA






Speakers •  Dan Kimball

Chief Marke>ng Officer, Kontagent

•  Josh Williams President, Kontagent

•  Rob Carroll Chief Mobile Officer, 5th Planet Games


AGENDA






Q & A

Winning the Mobile Game

Documents