2. 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
4. Kontagent Facts
• 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
21
Mobile Marketing Association
6. 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
Mobile Marketing Association
7. 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
8. The Evolved Customer: From Web
Analytics to Mobile Intelligence
Rand Schulman
Mobile Marketing Association
9. 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?
Mobile Marketing Association
10. 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
Mobile Marketing Association
12. Brands are becoming
more customer-centric.
Mobile is at the center
of this relationship.
2
Mobile Marketing Association
13. But…
Brands need customer insights to
build meaningful, memorable and
valuable lifetime experiences.
Think Amazon…
3
Mobile Marketing Association
14. • Creativity without
conversion = zero
• Identify your
business goals
• Monitor, measure
and maximize –
become a
Content Engineer
4
Mobile Marketing Association
15. How Do You Define Customer Value and Conversions?
Customer
Customer
Customer
Engagement
Monetization
Profitability
- User Experience
- Revenue
- Acquisition Costs
- Retention
- Lifetime Value
vs Lifetime Value
- Loyalty
- App Efficiency
Metrics for Success:
Metrics for Success:
Metrics for Success:
Retention, Stickiness, Funnel Revenue, Revenue/Customer, Cost/Install, Profit/Install,
Conversions, Event Timeline Lifetime Value
Revenue/Customer,
Flows
LTV/Customer
… And How Do You Plan to Measure Success?
16
Mobile Marketing Association
16. “We’re an analytics company masquerading
as a games company.”
Ken Rudin
Vice President, Analytics & Platform Services
Source: WSJ
16
Mobile Marketing Association
17. 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
LTV
Dashboard
www.kontagent.com
Mobile Marketing Association
18. 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
Mobile Marketing Association
19. Mobile:
Part
of
“Omni-‐Channel”
Metrics
The
ROI
of
Mobile
• Measure
LTV
• Measure
viral
factor
and
channel
apribu>on
-‐
• Understand
correla>on
and
Causality
• Test
and
op>mize
Mobile Marketing Association
20. 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
Mobile Marketing Association
21. 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.
Mobile Marketing Association
22. Thank
you
rschulman@pacific.edu
Mobile Marketing Association
23. 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
24. Speakers
• Dan
Kimball
Chief
Marke>ng
Officer,
Kontagent
• Josh
Williams
President,
Kontagent
• Rob
Carroll
Chief
Mobile
Officer,
5th
Planet
Games
Mobile Marketing Association
25. 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
