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Mobile Marketing Association
LEVERAGING BIG DATA IN MOBILE MARKETING
Jennifer VeesenmeyerMerkle Analytics
Mobile Marketing Association
• Merkle’s mobile division
• Award-winning mobile web, app, tablet and SMS solutions
• Innovative Responsive Design services
• VP in Merkle Analytics, Digital Analytics Practice(I own Mobile, Social and Site)
• 175 statisticians and analysts, >95% with a master’s degree +
Merkle, Mobile & Me
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Mobile Marketing Association
What we’ll cover today
Deadly Sins of Mobile
Analytics
Table Stakes for
Mobile Analytics
Big Data Ideas for Mobile
Marketing
Context & Level-Set Application
3
Mobile Marketing Association
What we’ll cover today
Deadly Sins of Mobile
Analytics
Table Stakes for
Mobile Analytics
Big Data Ideas for Mobile
Marketing
4
Mobile Marketing Association
7 Deadly Sins of Mobile Analytics
1. Lumping smartphones and tablets together
2. Measuring mobile marketing in a silo
3. Ignoring the context of purchase process
4. Measuring usage rather than impact
5. Reporting on mobile as a channel (when you’re using it as a platform)
6. Guessing instead of testing
7. Settling for subpar analytics
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Mobile Marketing Association
DEADLY SIN # 1 :
Lumping smartphones and tablets together
Research confirms what many of us have seen in our own data –smartphones and tablets are used differently.
Smartphones are an
on-the-go device, but
tablets are more for
media consumption.
A 2012 study by Flurry
Analytics also showed that
67% of time spent on
tablets was on games, but
only 39% on smartphones.
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Mobile Marketing Association
DEADLY SIN # 2 :
Measuring mobile marketing in a silo
Mobile ads increased
website conversions
by 36%.
In another study, Ghose
et al found that 33% of
mobile site visitors
made a store purchase
within 1 week.
Research has proven what we have suspected –mobile marketing improves conversions in other channels.
Impact of Cross-Media (mobile and web) Ads (Ghose, Han and Park 2012)
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Mobile Marketing Association
DEADLY SIN # 3 :
Ignoring the context of purchase process
Consumers take a multi-device path to purchase…and they use mobile devices throughout the consumer lifecycle.
Google Multiscreen Study (August 2012)
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Mobile Marketing Association
DEADLY SIN # 4 :
Measuring usage rather than impact
Getting to ROI is difficult
and many companies
don’t try.
This is an opportunity for
mobile marketers to gain a
competitive advantage.
Measuring usage is important for improving user experienceand understanding adoption, but it isn’t a measure of success.
Does your organization have a method for quantifying ROI
from mobile marketing programs ?
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Mobile Marketing Association
DEADLY SIN # 5 :
Reporting on mobile as a channel
When mobile has a
unique strategy, then it is
a channel to be reported
separately.
But, if it is an add-on to
your other marketing
initiatives, then it is a
platform to be compared.
If your mobile site and pc/laptop site have the same objectives, put them in the same report so you can compare performance.
(when you’re using it as a platform)
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Mobile Marketing Association
DEADLY SIN # 6 :
Guessing instead of testing
Optimize mobile
performance post
launch by starting
with the easiest first
– messages and
landing pages.
Testing is important both pre and post launch.
Did not perform any mobile testing or optimzation
Optimization without testing
Not applicable/don’t know
Data analysis of past campaign metrics
Customer feedback/survey
Testing (A/B split, multivariate)
What mobile optimization efforts were utilized by your organization in 2012?
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Mobile Marketing Association
DEADLY SIN # 7 :
Settling for subpar analytics
Have a plan (and budget) for
evolving your mobile analytics
capabilities.
Mobile marketing budgets
are increasing dramatically,
but they would increase even
faster if you had good analytics.
Limitations in mobile analytics should be acknowledged but not accepted.
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Mobile Marketing Association
What we’ll cover today
Deadly Sins of Mobile
Analytics
Table Stakes for
Mobile Analytics
Big Data Ideas for Mobile
Marketing
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Mobile Marketing Association
5 Table Stakes for Mobile Analytics
1. Tools: Get the right analytics tools in place
2. Metrics: Know what is important to measure
3. Process: Establish an end-to-end analytics process
4. Research: Understand your mobile customers
5. Plan to Integrate: Have a plan to integrate
mobile into your overall measurement strategy
These are the bare minimum capabilities for
mobile analytics. Seriously. If you don’t have
these in place, you’re behind.
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Mobile Marketing Association
Incumbent or niche partners
Appetite for learning curve and/or decentralized systems
Acceptance of nascent ecosystem
Sample Decision Types
Behavioral
Attitudinal
Competitive
Infrastructure Components
TOOLS:
Get the right analytics tools in place
Determine what the right analytic tools and capabilities are for your organization.
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Mobile Marketing Association
METRICS:
Know what is important to measure
Separate KPIs and diagnostic metrics from attributes. You need both for analysis, but not for reporting.
250+ attributes can be collected, depending on the analytics vendor chosen.
Only a handful are measures of success. Fewer still provide a valuable basis
for segmentation in dashboard-level reports.
BUT, getting your data at the user-level opens up many possibilities for
providing micro-targeted messaging. Thanks to Big Data technologies,
sometimes more data is more actionable.
It’s ironic that sometimes the cure for
drowning in data is more data.
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Mobile Marketing Association
PROCESS:
Establish an end-to-end analytics process
Mobile analytics starts upstream with insight and measurement strategy. Post-launch begins a continuous improvement process.
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Mobile Marketing Association
RESEARCH:
Understand your mobile customers
• Are your consumers engaging with content
differently now by each of the channels?
• Are your consumers changing how they
visit your web site?
– Review current trends over the past
few years. Is the trend accelerating?
• Are more consumers using search from
their mobile devices?
Internal research can help you understand the current need and forecast the opportunity.
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Mobile Marketing Association
PLAN TO INTEGRATE:
Have a plan to integrate mobile into your overall measurement strategy
An integrated measurement strategy includes:
• KPI framework with Global KPIs that apply
to all channels in addition to channel-
specific metrics
• Technology architecture for managing the
data and connecting multi-channel
behaviors to customers
• Reporting strategy that encourages cross
functional and multi-agency collaboration
You need an integrated measurement strategy –even if you don’t have an integrated marketing strategy yet.
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Mobile Marketing Association
What we’ll cover today
Deadly Sins of Mobile
Analytics
Table Stakes for
Mobile Analytics
Big Data Ideas for Mobile
Marketing
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Mobile Marketing Association
Image from WebOptimeez (http://bit.ly/VqJda9)
Examples of Big Data in mobile marketing:
• Multichannel CRM
• Location
• Social
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Two keys to successfully using Big Data in mobile marketing:
• Get personal
• Go real-time
Mobile Marketing Association
Big Data Ideas for Mobile Marketing
Multichannel CRM Data
1. Enriching customer profiles with mobile data
2. Targeting the omnichannel customer
3. Integrating mobile display, mobile web and email
Location Data
4. Testing coupon value vs. proximity
5. Predicting traffic patterns and using “behavioral fencing”
6. Researching cross-shopping, mobile-instore dynamics, motivators, etc
Social Data
7. Experimenting with Social MRI
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Mobile Marketing Association
MULTI-CHANNEL CRM DATA:
Enriching customer profiles with mobile
In ConnectedCRM we bring mobile data into the customer database to build toward an omni-channel view of the customer.
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The analytics behind ConnectedCRM is explained in our upcoming book:
Mobile Marketing Association
MULTI-CHANNEL CRM DATA:
Targeting the omnichannel customer
Data used:
• Product purchase history
• Average purchased product value
• Average monthly spend
Execution:
• Personalized, on a 1-1 level, SMS and In-App Coupons Available on a weekly basis. Delivered at strategic times of day and day of week.
Results:
• Mobile coupons had a 35% redemption rate (5-10% is typical)
Case Study Example: 5th Finger used customer purchase history to create personalized coupons for a major retailer.
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Mobile Marketing Association
MULTICHANNEL CRM DATA:
Integrating mobile display, mobile web and email
Case Study Example: Merkle used targeted mobile display to acquire new email opt-ins for Motorola Mobility.
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Data used:• Device information• Mobile site behaviors• Email address
Execution:
• Targeted display ads on the individual device level
• Users were directed to different creative experiences (and value props) for different devices
• Mobile landing pages encouraged users to sign up for email newsletter, when they did, we entered them into the database with device information
• Email retargeting
Mobile Marketing Association
LOCATION DATA:
Testing coupon value vs proximity
Ghose and Span found that you need to offer a 10% discount for every 1km between the user and retail store.
Research: Disentangling Coupon Value vs Distance Proximity Using Randomized Experiments (Ghose and Span, 2013)
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Mobile Marketing Association
LOCATION DATA:
Predicting traffic patterns and using“behavioral fencing”
Research is being done to
leverage predictive analytics
to model the probability a
customer will take different
actions based on historical
proximity and behavior.
Behavioral fencing is the new geo-fencing.
Image from MartketingEasy.net (http://bit.ly/MU9d95)
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Mobile Marketing Association
LOCATION DATA:
Researching cross-shopping, mobile-instore dynamics, motivators, etc
Example: Locately
• Customer Opt-in: In exchange for gifts cards, consumers opt-in to share location data by installing app or by enabling location sharing.
• Targeted Surveys: Consumers earn rewards by filling out surveys capturing their thoughts.
• Location Analytics & Processing: Places consumers drive past are tagged as missed opportunities.
New vendors are providing new ways to research.
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Mobile Marketing Association
SOCIAL DATA:
Experimenting with Social MRI
Behavio’s open-source Android platform turns phones into smart sensors of people’s behaviors and surroundings.
Behavio's Social MRI technlology was born at the MIT Media Lab, as part of research into understanding social and behavioral dynamics.
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Mobile Marketing Association
Let’s Review
Deadly Sins of Mobile
Analytics
Table Stakes for
Mobile Analytics
Big Data Ideas for Mobile
Marketing
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Mobile Marketing Association
Or if you prefer Haiku…
hear mobile marketing sing
a big data song
CMOs will weep with joy
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Mobile Marketing Association
Recommended Resources
ANINDYA GHOSEDirector, Center for Business AnalyticsAssociate Professor Stern School of BusinessNew York University
@aghose
MARKETINGSHERPA2012 Mobile Benchmark Reporthttp://bit.ly/UeEIrO
@marketingsherpa
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Mobile Marketing Association
JENNIFER VEESENMEYERVice President, Digital Analytics Practice
443.542.4611612.356.4191 (cell)@ @[email protected]
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