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Data or it Didn't Happen: Mobile Advertising Essentials

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Data or it Didn't Happen: Mobile Advertising Essentials

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Mobile technology moves at such a fast pace that advertisers and marketers often don't know what is real and what is just hype. This session will cover the essentials of what mobile marketers need to know to stay ahead of the curve.

Mobile technology moves at such a fast pace that advertisers and marketers often don't know what is real and what is just hype. This session will cover the essentials of what mobile marketers need to know to stay ahead of the curve.

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Data or it Didn't Happen: Mobile Advertising Essentials

  1. 1. Data or it didn’t happen: Mobile App Measurement Essentials Seattle Interactive Conference 2014 #MakeTools Jennifer Wong, Director of Marketing, TUNE
  2. 2. Hi Jennifer Wong Director of Marketing | TUNE @Jenerationy
  3. 3. In the next 45 minutes ... ● Why mobile apps? ● How to measure mobile ● The mobile data you need to measure ● How to make the mobile data actionable
  4. 4. The state of mobile
  5. 5. 80% of smartphone usage is "in-app"
  6. 6. Media consumption: Mobile apps vs internet and TV
  7. 7. Mobile has become addictive
  8. 8. Mobile is 45% of digital advertising spend Predicted at $14.97 Billion in 2014
  9. 9. Who are the big spenders today?
  10. 10. The up and comers.
  11. 11. Why isn’t every marketer investing in mobile? Every marketer today is a data-driven marketer. But not all marketers know how measure mobile.
  12. 12. The world of mobile app measurement
  13. 13. How do you measure mobile?
  14. 14. Mobile app marketing process
  15. 15. It’s not like measuring desktop ads
  16. 16. Mobile App Attribution
  17. 17. Mobile App Attribution
  18. 18. Mobile App Attribution
  19. 19. Mobile App Attribution
  20. 20. Mobile App Attribution
  21. 21. Mobile App Attribution
  22. 22. Mobile App Attribution
  23. 23. What is an SDK? A software development kit (SDK or "devkit") is typically a set of software development tools that allows for the creation of applications for a certain software package, software framework, hardware platform, computer system, video game console, operating system, or similar development platform.
  24. 24. What is an SDK? Lets try that again in English: Lines of code that are installed in the application to allow one the ability to use an outside service inside an application.
  25. 25. Why do you need proper attribution?
  26. 26. Prevent duplicate attributions Concurrent tracking methods – one user could be attributed to different channels, depending on who you ask and when! • Multiple networks take credit for the same install • Advertising partners use different click-to-install look back periods
  27. 27. EXAMPLE 1 One Advertising Source Click of Ad Download Inmobi App Store App Publisher 1 SDK notifies them of the install
  28. 28. EXAMPLE 2 Multiple Advertising Sources 3 days ago App Store Download 1 day ago Fyber Click of Ad Publisher 1 SDK notifies them of the install Inmobi App Click of Ad Publisher 2 SDK notifies them of the install
  29. 29. Inmobi 3 days ago App Store Download 1 day ago Fyber Click of Ad If we did not attribute the install to the publisher of the ad that was clicked last, then: • The advertiser would be paying 2x plus for a single install of just once (if charging advertiser on CPI). • If the publisher is charging CPC or CPM, they still generally use install attribution for optimization; so their optimization would be based off inaccurate information. App Click of Ad Attribution technology notifies Publisher 2 of the install Attribution technology attributes install Unbiased Attribution
  30. 30. Prevent Inaccurate Metrics Publishers know top of line metrics only, not ROI • Many publishers support a real-time feedback loop to optimize campaigns based on app installs • Ad networks and publishers use different look back periods
  31. 31. What you need to measure
  32. 32. Measurement depends on your marketing campaign and goal Multi-touch Re-engagement Cross-device
  33. 33. Measurement for multi-touch Multi-touch Measurement
  34. 34. Insight into multi-touch attribution empowers you to: Dive deep into the relationships between your multiple advertising partners and their interactions with your audience. Make better marketing decisions based on a more complete picture of an advertising partner’s full impact. And let’s not forget, prevent you from paying for duplicate conversions!
  35. 35. 1. Attributed Installs 2. Install Assists
  36. 36. Install Contributions 498 Install Assists 47 You were Last-click Attributed Installs 451 Your Click 65760 You were not Last-click Install Contributions Install Assists Attributed Installs 47 Clicks Unique Contributions Rate Assist Rate Clicks Mobile App iPhone 65752 54233 0.83% 0.09% 498 0.92%
  37. 37. INSTALL SCENARIO 1 ● Publisher 1 had a click 6 days ago. ● The install occurred today. Publisher Attributed Installs Install Assists Publisher Install Contributions Publisher 1 1 1
  38. 38. INSTALL SCENARIO 2 ● Publisher 1 had a click 6 days ago. ● Publisher 2 had a click 5 days ago. ● The install occurred today. Publisher Attributed Installs Install Assists Publisher Install Contributions Publisher 1 1 1 Publisher 2 1 1
  39. 39. INSTALL SCENARIO 3 ● Publisher 1 had a click 6 days ago. ● Publisher 2 had a click 5 days ago. ● Publisher 3 had a click 1 day ago. ● The install occurred today. Publisher Attributed Installs Install Assists Publisher Install Contributions Publisher 1 1 1 Publisher 2 1 1 Publisher 3 1 1
  40. 40. 3. Total install contributions
  41. 41. A more holistic metric on a channel’s impact Attributed Installs Install Assists Publisher Install Contributions Ad Partner 1 100 10 110 Ad Partner 2 200 50 250 Ad Partner 3 100 400 500 Total 400 460 860
  42. 42. 4. Install interactions
  43. 43. Install assist quantity – Is more better? 1. Manage 2. Applifier 3. Vungle 4. Ampush 5. RevMob 6. PlayHaven 7. Millennial 8. InMobi Install Assists Rank Advertising Partner
  44. 44. The importance of analyzing install interactions Analyzing Install Assists can provide insight on: ● Uniqueness of advertising partner’s traffic sources ● Whether an advertising partner is missing out on credit for installs due to last-click attribution ● Focus of advertising partners’ campaigns on awareness vs. direct response ● Full impact of advertising partners’ campaigns
  45. 45. Relationship Between the install and the assist Attributed Install Assists Installs OVERLAP UNIQUE
  46. 46. Evaluate different campaign goals: Awareness vs. Direct Response An advertising partner great at direct response would have a ratio like this: 100 Attributed Installs / 10 Install Assists = 1000% An advertising partner great at awareness would have a ratio like this: 100 Attributed Installs / 400 Install Assists = 25%
  47. 47. 5. Attribution window 6. Non-window attribution
  48. 48. Attribution window Publisher’s Attribution Window DAY 0 DAY 14 DAY 30 Inside the attribution Outside the attribution window window
  49. 49. Non-windowed install contributions Non-windowed Install Contributions are either: The last click before the install but outside of the attribution window An Install Assist outside of the attribution window OR
  50. 50. DAY 0 DAY 14 DAY 30 Non-Windowed Publisher’s Attribution Window Install Assists Install Contributions Attributed Installs
  51. 51. DRAWBRIDGE TWITTER Attributed Installs Non-Windowed Install Contributions 30 Day Install Contributions 100 150 60 5 160 155
  52. 52. NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 1 ● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days. ● The install occurred today with no other click. Non-Windowed Install Contributions Attributed Install Assists Installs Publisher Installs Publisher 1 1
  53. 53. NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 2 ● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days. ● Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days. ● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well. ● The install occurred today. Non-Windowed Install Contributions Attributed Install Assists Publisher Installs Publisher 1 1 1 Installs Publisher 2 Publisher 3 1 1
  54. 54. Normalizing measurement of app installs AD PARTNER 1 AD PARTNER 2 Clicks 2000 2000 Attributed Installs 300 500 Cost 500 500 Install Rate 15% 25% CPI $1.67 $1.00
  55. 55. AD PARTNER 1 AD PARTNER 2 Clicks 2000 2000 Attributed Installs 300 500 Install Assists 10 10 Non-windowed Install Contributions 300 2 Total Contributions 610 512 Cost 500 500 Install Rate 15% 25% CPI $0.82 $0.98
  56. 56. Survey: Advertising partner attribution lengths 50% 39% 28% 17% 5% 1 day 7 day 14 day 30 day
  57. 57. Debate Between Attribution Lengths The user downloaded the app but waited several days (e.g. 20 days) to open the app. Since third-party analytic providers can only track installs on first app open (not on download), the install would be tracked on the 20th day after the actual download. The user had some other influence to download and install the app. For example, an advertising partner shows an ad to a user and gets them to click (in some cases mistakenly). 20 days later, a friend of the user who uses the mobile app encourages them to download and install the mobile app. When the user installs the app we have no way of knowing about the friend’s persuasion and we would only have record of the last click and the install would be attributed accordingly.
  58. 58. Measurement for Re-engagement
  59. 59. Re-engaging customers Every time a user opens the app - attribution must happen again!
  60. 60. Attributing in-app events back to source What events do you need to measure? • Open • Registration • Subscription • Login • Purchase • Add to cart • Add to wishlist • Add payment method • Level achieved • Reservation
  61. 61. + Macros around those events ● Login: user id, user email, username, gender, age ● Add to cart: items added to cart, product SKU, unit price, quantity, revenue, currency code ● Reservation: time of check in, time of check out, count of guests, potential revenue, currency code, reservation order ID ● Spent credits: number of spent credits ● Achievement unlocked: name or ID of achievement ● Search: currency code of revenue, search term or keywords, quantity, top search results ● Share: content name or ID
  62. 62. Flow of sharing attribution
  63. 63. Flow of sharing attribution
  64. 64. Measurement for Cross-device
  65. 65. Attribution methods for cross-device user email - The email of the user defined by the advertiser. user id - The ID of the user defined by the advertiser. username - The username of the user defined by the advertiser. social ID - social one-click login
  66. 66. Cross-device attribution for user acquisition campaigns
  67. 67. Cross device attribution for re-engagement
  68. 68. What else is there to measure? What else is there to measure?
  69. 69. App store
  70. 70. ASO - App Store Optimization ● Search rankings ● Keyword volume and difficulty ● App ranking ● Ranking against competitors ● Download volume ● Download velocity
  71. 71. Making the data actionable
  72. 72. App store analytics report How are users finding your app within the app stores?
  73. 73. Funnel report What are the important flows and goals in your app that you want users to follow and complete?
  74. 74. Cohort report Are there data patterns with groups of users?
  75. 75. What is the length of engagement of your users over time? Retention report
  76. 76. Loyalty report How frequently are users coming back to your app?
  77. 77. Lifetime value report What value are users contributing to your bottom line?
  78. 78. What to look for in mobile measurement technology? You own the data. Reconciliation for duplicate installs Attributes to the last click Supports all advertising partners Provides insight into multi-touch Allows you to easily add new advertising channels Event tracking (for re-engagement) Real-time and deep data reporting.
  79. 79. Let’s talk about DATA.
  80. 80. Data is more important on mobile All customer/user level data belongs to you, the advertiser. The data you collect with an unbiased platform falls inline with your own privacy policy. You decide who you share information with and how.
  81. 81. Thank You Jennifer Wong | TUNE | @Jenerationy

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