Mobile Media Tracking Unveiled

Somo Copyright & ConfidentialSomo Copyright & Confidential
May 2014 Tweet us at @somoglobal #SomoWeb
MOBILE MEDIA TRACKING UNVEILED
Ed Chater, VP of Media Operations
Moderated by:
Michael Becker, Strategic and Market Development Advisor

Somo Copyright & Confidential
WHO ARE WE?
2
Ed Chater, VP of Media Operations
Michael Becker, Strategic and Market Development Advisor
Ed has headed up Somo’s media operations since 2010, overseeing the management of all Somo’s
media campaigns and working to drive efficiencies, constantly improve results, and define best
practices.
He is an expert in app distribution strategy and a specialist in mobile search. Ed was one of the fist
people in the world to develop tracking solutions for mobile apps and pioneered the use of data in
app marketing. Ed was recognized as one of MediaWeek’s 30 under 30 along with being a
Revolution Awards Finalist.
Michael J. Becker is a recognized mobile marketing pioneer, with 20+ years industry expertise. He is
the co-founder, Managing Partner & CEO North America of mCordis, a leading provider of
professional mobile marketing education and advisory services.
Michael is an author, educator and industry volunteer. He is on the boards of Marketing EDGE and
the Mobile Marketing Assocation (MMA) in North American and on the advisory boards for Assurant,
Funmobility and Privowny. He is also an adjunct professor of mobile marketing at National
University.
Prior to forming mCordis Michael was the Managing Director North America for the Mobile Marketing
Associations and co-founder of Archer, a leading mobile messaging solutions provider.

Learning Objectives
 Understand the challenges of tracking apps
 Different mobile tracking methodologies
 How to leverage your data
3

AGENDA
 Understanding Mobile Consumer Behavior
 The Benefits of Tracking Apps
 The Challenges of Tracking Apps
 Different Mobile Tracking Methodologies
1. R.A.P. Mix
2. Attribution Methods
a. Device ids
b. Device recognition
c. Referrer
 How to Leverage Your Data
1. Measuring in app events
2. LTV and cohort analysis
3. Data pass back for optimization
4. Put mobile results in cross device context
5. Targeting audiences cross device
4

Objectives
• KPI’s
• Audience
Media Mix
•Paid
•Owned
•Earned
Creative
•Messaging
•Formats
Tracking
•Tagging
•Reporting
Optimization
•Analysis
•Segmentation
•Pricing
WHAT MAKES UP AN ADVERTISING CAMPAIGN?
5
Today we are focusing here

Poll
6
How familiar are you with mobile media tracking?
1) I’m a superstar.
2) I’m comfortable, but always looking to learn more.
3) Sort of familiar.
4) Help, I’m new to mobile media tracking!

Poll
7
Are you currently tracking in-app media campaigns?
1) Yes, we are.
2) Yes, I think we are.
3) No.
4) I’m not sure.

JARGON BUSTER: WHAT DO WE MEAN BY TRACKING?
8
Tracking
Analytics
All terms used to describe technology that can
generate & analyze advertising data
Mobile Attribution
Platforms
Primary Focus:
Matching ad clicks to
conversions, and
calculating ad ROI
Onsite/In-App
Platforms
Primary Focus:
Measuring the overall
performance of a site
or app
Audience
Platforms
Primary Focus:
Measuring the
audience profile of a
user
Measurement
In mobile (unlike desktop) solutions are fragmented into the following platforms:

MEASURING APPS IS DIFFERENT TO MEASURING MOBILE WEB
 This presentation will focus on Advertising Apps
 Mobile web is more simple to track
9
Advertising Apps Advertising Mobile Web Sites
 In mobile there is a new dimension to advertising on mobile:

CONSUMER BEHAVIOUR
10

PEOPLE ARE SPENDING MORE TIME IN APPS THAN MOBILE WEB
Source: Flurry April 2014
11

MORE TIME IS SPENT IN APPS THAN ON DESKTOP
12
Source: ComScore Feb 2014

THE BENEFITS OF TRACKING APP ADVERTISING
13

WHY DO WE WANT TO TRACK APP ADVERTISING
14
“Half the money I spend on advertising is wasted.
The trouble is, I don’t know which half”
– John Wannamaker
Tracking provides the data to optimize.
It’s not MadMen, it’s MathMen.

WITH TRACKING YOU ARE ARMED WITH RICHER DATA
15
DATA WITHOUT AD TRACKING
•Impressions
•Clicks
•CTR
•CPC
•Spend
DATA WITH AD TRACKING
•Impressions
•Clicks
•CTR
•CPC
•Spend
•Conversions
•Conversion Rates
•Conversion Value
•Average Conversion Value
•Return on Investment
•Life Time Value
These metrics at Campaign, Creative & Media Partner powers optimization

MARKETERS SEE THE PROBLEM
16
48% of marketers surveyed state
that Tracking & Measurement is their
greatest mobile advertising concern.
Source: MMA Survey, July 2012
What is your greater concern when
it comes to mobile advertising?
48% Tracking and measurement
21% Cost and complexity
15% Privacy
13% Ability to scale
3% Brand safety

THE CHALLENGE WITH
TRACKING ADVERTISING APPS
17

WHY IS MOBILE TRACKING SO HARD?
18
3rd party cookies
don’t work
OS App Store is a
walled garden
Traditional tools are broken
Fragmented ecosystem
with a lack of standards

THE GOOD NEWS: IT IS POSSIBLE
19
User clicks ad User downloads app User opens app
User completes
in-app event
Unique ID is created
at click
Device: 1234
Unique ID is created
at install
Device: 1234
In-App Events
Matched to device ID
Device: 1234

HOW TO SUCCESSFULLY TRACK
ADVERTISING MOBILE APPS
20

THREE PRIMARY METHODS OF TRACKING APP ADVERTISING
Attribution is the method of matching a conversion event to an ad click
 Device IDs
A unique ID provided by the device’s OS
 Method 2: Device Recognition
Statistical estimation on probable matches
 Method 3: Referrers
Passing data through the HTTP web call
21
ATTRIBUTION
Click Conversion
None are perfect

THE R.A.P. MIX
22
Privacy Accuracy
Reach

ATTRIBUTION METHOD 1: DEVICE IDS
23
Different Types:
• Apple’s Device Identifier For Advertisers
• Android Advertiser ID
• Android ID, IMEI, MAC
68753A44-4D6F-1226-9C60-0050E4C00067
Example of Apple’s Identifier for Advertisers:
What is it?
Reach
AccuracyPrivacy
R.A.P. Mix:

ATTRIBUTION METHOD 2: DEVICE RECOGNITION
24
What is it?
Reach
AccuracyPrivacy
R.A.P. Mix:
AT CLICK
Device: iPhone 5C
OS: iOS 7
IP: 170.12.252.1
Time Zone: GMT
Plus over 100
parameters
AT INSTALL
Device: iPhone 5C
OS: iOS 7
IP: 170.12.252.1
Time Zone: GMT
Plus over 100
parameters
Method of profiling devices to create probabilistic matches
• The industry lacks a standard
• Insist on transparency

ATTRIBUTION METHOD 3: REFERRERS
25
What is it?
Reach
AccuracyPrivacy
R.A.P. Mix:
It is possible to pass referrer information through the Google Play store
https://play.google.com/store/apps/detail
s?id=com.somo&referrer=tracking_id%
3D12345
This install came
from:
tracking_id%3D12
345

IMPLEMENT TECHNOLOGY THAT CAN COMBINE METHODS
26
Reach
AccuracyPrivacy
Device IDs Device Recognition Referrers

HOW TO LEVERAGE THE DATA
27

GO BEYOND INSTALL & ALIGN KPI’S TO BUSINESS GOALS
28
GAMING
• In-App Purchases
• Loyal Users
• Level completion
• Lifetime Value (LTV)
RETAIL
• Registration
• Purchases & LTV
• Funnel Analysis
• Cross Channel Purchases
FINANCE
• Registration
• Form completes
• Funnel Analysis
• Calls to call center
• Cross Device Users
Banners QR Codes
Owned
Media
SMSSocial

$0
$1
$2
$3
$4
$5
Day 1 7 Days 14 Days 30 Days 60 Days 90 Days 120 Days
RevenuePerInstall
Days From Original Install Banner 1
Banner 2
UNDERSTAND THE ROI OF YOUR CAMPAIGNS
29
$0
$1
$2
$3
$4
$5
$6
Banner 1 Banner 2
Cost Per Install Revenue Per Install
ROI Analysis LTV Analysis

SHARE DATA WITH MEDIA PARTNERS
30
Tracking
Solution
Ad Networks
DSP’s
Publishers
Desktop Analytics
Enable real-time optimization and
retarget based on 1st party data

PUT MOBILE IN CONTEXT & ANALYZE CROSS DEVICE
31
Customer ID
 Sync customer ID’s cross device
Examples of customer ID:
- email address
- username
- account number
 Respect User Privacy
 Integrate mobile attribution into
customer analytics

YOU CAN ALSO TARGET CROSS DEVICE
32
DETERMINISTIC PROBABALISTIC
Concrete evidence users
devices are connected:
customer ID
Statistical graphs making
inferred models on which
devices are connected
Current Leading Vendors
Be Pragmatic! Very Early Technology

HOW TO LEVERAGE YOUR DATA
33
 Go beyond install & align KPIs to your business goals
 Understand the ROI of your campaign with detailed analytics
 Share data in real-time with your media partners
 Cross device insights and targeting complete the picture

MOBILE TRACKING IN THE FUTURE
34
• More fragmentation
• Lots more consumer insights
• Watches & TVs will be
biggest areas for advertising
• Appliances will prevent new
promotional models

A GAMING CASE STUDY
35

THE CHALLENGE
36
• A major gaming publisher was buying ads
on mobile but couldn’t measure the ROI of
individual campaigns
$0
$50,000
$100,000
$150,000
$200,000
Week 1 Week 2 Week 3 Week 4
Ad Spend Revenue
• All they could do was measure
performance at the app level

THE SOLUTION
37
1) Identify the business KPI’s they needed to
measure
2) Implement Lithient App Tracker SDK into
their app
3) Tag up their campaigns with tracking links
4) Integrate Lithient data into their internal
marketing data warehouse
5) Review performance daily and optimize
according to business KPIs

THE RESULTS: 120% INCREASE IN ROI
38
• Creative optimization could take
place for the first time after 1 week
of data
• Identified DSP buys were under
indexing along the conversion path
and was able to adjust DSP targets
to increase volume
Within 1 month the ad
campaign saw an
improved ROI of 120%

LITHIENT APP TRACKER
39
• Understand your media buy
Pioneering technology that makes
it easy for marketers to measure
and optimize mobile ads
• Know your consumer behavior
• Improve campaign performance

Q&A
40

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hello@somoglobal.com
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