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FIA Dublin Presentations: Data Driven Services in the Mobile Marketing Industry by Theodoros Michalareas
1. DATA era
Data-driven services for the Mobile Marketing
Industry
Dr. Theodoros
Michalareas
tmichalareas@velti.com
Boosting the
App
Economy
Let’s get started!
FIA Dublin
A mobile showroom
7. Marketers interest in
using mobile
Base: 139 mobile marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Group Commerce,
September 2012
Which of the following targeting dimensions are you using in mobile marketing or
advertising?
• Mobile-specific
(partial)
• Real-time information
• Mobile-specific
• Static / Profile
• Audience
• Static / Profile
Boosting the
App Economy
9. 9
Data Gathered
Page views
Site visits
Time spent on site
Response Rate
Purchases
Data Gathered
Impressions
Clicks
Click-through rate
Installs
Opt-ins
Data Gathered
Participation
Usage
Interactions
Data profile
Data Gathered
Payments
Revenue from ads
Redemption rate
Amount spent
Top-ups
MOBILE
MARKETING
POWERED BY
DATA
Tying data collected from across the
digital/mobile marketing mix to provide
brands a universal view of their consumer
10. LONG TERM
CUSTOMER
LOYALTY
CONSUMER
ENGAGEMENT
To grow…
CONSUMER
DATA
enables…
CONSUMER
INSIGHTS
To drive…
Seasonal
On-Pack
Promo
Promotional
Sampling
Facebo
ok
Contest
POS Ads
Coupon
Offers
Print Ads
Data
Collected
Data
Collected
Data
Collected Data
Collected
Data
Collected
Data
Collected
TV Spot
Data
Collected
THE BIG DATA CHALLENGE
EXAMPLE STRATEGY TO ACHIEVE
CONSUMER ENGAGEMENT
10
Boosting the
App Economy
11. 11
Sequential paths - more start on a
smartphone than anywhere
Source: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012
• Based on the type of task at hand and the role of each device
• Consumers primarily rely on search, rather than links or URLs to switch device
12. 12
Sequential paths are based on the task and
role of device
Source: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012
• On tablet the most common starting point is for shopping and travel
• Consumers rely on search, rather than use links or URLs to switch device
15. MOBILE APPLICATION – ACTIONABLE
ANALYTICS
Data driven
services • How many are my
customers
• Who are they
• How they use my app &
which aspects they enjoy
most
• How is this actionable
through an SDK/API
16. MOBILE APPLICATION – INSIGHTS
Data driven
services
• What are the audience
segments of my application
inmobi
18. MOBILE APPLICATION – DATA SILOS &
PERSONAL DATA
Data driven
services
Exposing data outside silos
- App silos
- Vendor silos
- Operator silos
19. MOBILE APPLICATION – PRIVACY & VALU
Data driven
services
Transparency
What the application knows
How it is used
Security
Data are safe and secure
Control
I can control what you do with my
data
Cost of policy framework
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
of those, let’’sFOCUS on tablet for a second… the least common device for sequential switching…..(remember starting mobile is most likely to result in a multiple device path…)Tablets are most used for shopping and travel planning (versus other activities) Note how few people (i.e. ZERO) feel the need to carry on shopping on a smartphone after starting on a tablet25% start shopping on a desktop – 19% continue on a smartphone, 5% on a tablet65 % start shopping on a smartphone – 61% continue on a PC, 4% continue on a tablet
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Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers
Large-scale data gathering and analytics are quickly becoming a new frontier of competitive differentiation (Source: McKinsey Global Institute, 2011) We believe that there is a BIG DATA challenge for all FMCG brandsThere is quite a big amount of data produced by the unconnected marketing initiatives that each one of them produces fragmented data that will never let you know your consumers