Mobile App Data Analytics - Case Study

AMIT SINGH (Amit is a customer experience measurement & Market Research Professional) Phone: +91-8007194747 E-Mail: [email protected] Linkedin - in.linkedin.com/in/amitksinghindian/

PUSHSPRING – ONE STOP MOBILE APP DATA ANALYTICS SOLUTION

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OVERVIEW

The global mobile advertising opportunity is massive, estimated at $69 billion in 2015 and projected to surpass $100B in 2016. As a result, mobile app publishers are increasingly expanding the volume and availability of mobile ad inventory. In fact, in 2014, 70% of app publishers relied on advertising revenue to support their apps, and 69% of these publishers made portions of their inventory available programmatically through mobile exchanges. With over 200B monthly in-app impressions available in the US alone on open RTB exchanges advertisers need methods for identifying and preventing fraudulent impressions and clicks to avoid paying for non-human traffic.

GLOBAL TRENDS

ü 35 Mn internet users in 1995 - 2.8 Billion internet users in 2014. ü 80 Mn Mobile Phone users in 1995 – 5.2 Billion users in 2014. ü Share of web page views – Laptops & Desktops – 62% ü Share of web page views – Mobile Phones – 31% ü Share of web page views – Tablets – 7% ü Share of web page views – Other Device – 0.1% ü Total Number of Mobile users (Unique Individual) – 3.65 Billion ü Total Number of mobile subscriptions – 7.09 Billion ü Platform share of mobile web:-

o Apple safari browsers – 38.9% o Android webkit browsers – 30.9% o Other platform bowsers – 30.2%

ü October, 2014 comScore audience data indicates 88% of consumer mobile* internet time is spent in apps, while 12% is spent browsing the mobile web.

ü But only 18% of mobile internet users perceive their usage as skewing heavily toward apps. A perception of balanced app-web use holds across demographics.

ü The “app gap” created by this disparity between perception and time spent needs explanation.

ü For some important content types, app and web usage is very balanced. 42% of mobile internet users prefer mobile web for search, and app-web preferences are balanced for shopping, news, and local directory information.

ü Moreover, app usage can actually be mobile web use in disguise. 52% of smartphone owners say they tap links in mobile apps that take them to web articles they want to read sometimes or more frequently. Men are more likely than women to use apps to access web articles at least sometimes.

ü Search and social media are important as the new front doors to mobile web content. 54% of mobile internet users cite searching (for topics or publications) as a primary way they find websites they visit, while 29% cite word-of-mouth, and 26% cite links in social media.


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BUSINESS CHALLENGE IN MOBILE APPS AUDIENCE MARKETING

Mobile apps are altering the business landscape by reinvigorating companies, disrupting industries, and creating opportunities where previously there were none. Many companies are scrambling to satisfy customers from a mobile point of view, resulting in a reactive approach to app investment. The lack of a clear strategy results in suboptimal mobile efforts and compromised results.

Until now, understanding the ROI from mobile app strategy has been challenging. Mobile teams are under growing pressure to:

• Quantify the influence of mobile apps on the business across different platforms • Personalize app content for various audiences • Understand the effectiveness of app marketing campaigns for driving downloads and

post-download engagement and retention • Minimize difficult and lengthy implementation cycles for analytics that pull app

developers away from building features without actionable analytics to understand app

ü Mobile ad spend continues to have significant opportunity when measured as percent of ad spend on mobile relative to time spent on mobile

ü Mobile advertising is growing strongly at 34% YoY but still only 14% of global Internet advertising spend

ü New ad formats optimized for mobile are fast/interactive/fun like the Pinterest Cinematic pin, the Vessel 5 sec ad or the Facebook carousel ad

ü Buy buttons optimized for mobile will reduce friction in the mobile buying experience

ü The top apps around the world in usage and sessions are messaging apps, while the trends around mobile usage and advertising all indicate robust growth, there is still very limited data available on the breakdown of advertising spend on mobile web vs mobile apps.


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usage, mobile teams are left to guesswork to improve app performance, which directly impacts ratings in app marketplaces and affects an organization’s ability to satisfy the mobile needs of its customers.

PUSHSPRING - MOBILE APPS AUDIENCE DATA ANALYTICS SOLUTION

PushSpring provides mobile app audience data and audience intelligence tools for publishers and advertisers. Using advanced machine learning techniques applied to billions of monthly mobile app and device-level signals, PushSpring data scientists create targeting Personas and custom segments that represent the most accurate, multi-dimensional classification of mobile app audiences available. These audience segments are made available via the PushSpring Audience Platform and distributed through industry-leading DMPs, DSPs, and programmatic platforms to power mobile marketing objectives for brands and publishers. PushSpring offers a quick and easy solution for brands and advertisers looking to reach mobile app audiences. We process billions of monthly mobile app and device-level signals to create a multi-dimensional classification of mobile app audiences in the form of Personas and Custom Audience segments. These can be accessed via the PushSpring Audience Platform and industry-leading data partners.


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VALUE PROPOSITION

Pushspring Mobile App Analytics enables mobile teams to progress along the analytics maturity curve, giving them the ability to leverage insights to drive mobile app marketing. Pushspring Mobile App Analytics is ideal for customers that want to:

ü Align mobile marketing initiatives with key business objectives

ü Gain real-time insights into cohort behavior across apps

ü Quantify the influence of mobile channels (across different platforms) on the business

ü Leverage insights to deliver relevant mobile app experiences that drive conversion


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THE ADVANCE SOLUTION

Pushspring Mobile App Analytics addresses business challenges with easy-to-use, integrated app analytics that help mobile teams understand and improve user engagement. Higher engagement leads to improved consumption and monetization of content through mobile app channels. App-specific reports and visualizations help to understand how frequently people use mobile app, what paths they take through the app, and if they convert effectively to drive profitable returns on your mobile investments. With Pushspring Mobile App Analytics, mobile teams can:

ü Use a single software development kit (SDK) and an app-centric UI that includes capabilities for analytics, testing, optimization, and push notifications

ü Geo-target users within points of interest ü Get up and running with lifecycle, device, app-centric, location, and campaign

metrics ü Analyze mobile apps in conjunction with other digital channels with one data

platform

KEY BENEFITS OF PUSHSPRING MOBILE APP ANALYTICS

App analytics

ü Gain deep insights that reveal mobile app user engagement with app store performance metrics.

ü View app reports and KPIs for user engagement, app store performance, path analysis, cohort analysis, retention analysis, GPS location analysis, lifetime value analysis, and more.

ü Queue up analytics data when the device is offline and send it in when the device comes back online for complete analysis.

ü Measure and report the amount of time users take to complete key events, including in-app time and total time to understand behaviors between in-app actions.

App implementation

ü Deploy Mobile App Analytics in as little by integrating one comprehensive SDK into your apps, complete with built-in implementation verification.

App-centric user interface

ü Explore data through an interface designed for mobile app teams that provides integrated workflows for app analytics and app optimization activities.

ü Manage multiple apps by specifying the app type, name, icon, description, and key metrics that appear in the user interface.


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CLIENT’S DELIGHT

Case Study: National satellite TV advertiser uses PushSpring data to generate 370% lift in CTR

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App user acquisition

ü Generate tracking links for your app campaigns that can be included in paid, own or earned media.

ü Segment and target customers based on their lifetime value.

ü Understand the effectiveness of campaigns in driving app downloads from the Apple App Store or Google Play.

App optimization—Marketing Cloud integration

ü Use app analytics data, such as launches, days since last used, or mobile carrier, to define audiences for experience testing and targeting.

ü Create A/B and multivariate tests to evaluate the effectiveness of app experiences in driving better engagement and monetization.

ü Easily move from the analysis of user behavior to experience optimization with just one click.

Geo-location analytics and targeting

ü Understand the GPS position of app users and when they launch the app within a proximity radius to a point of interest, such as a retail store, stadium, or concert venue.

ü Provide app personalization by targeting users based on their proximity to iBeacons.

Campaign Details ü Advertiser: National satellite TV subscription service ü Campaign objective: Drive mobile signups ü Targeting: 106 PushSpring Personas vs. Run-of

Technology Category ü Results

ü 99% aggregate lift ü 81 Personas showed statistically significant lift vs.

Run-of Technology Category ü 27 Personas showed greater than 2x lift ü 4 Personas showed greater than 3x lift ü 370% maximum lift for Family Caretakers

Persona


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NEW AVENUES & OPPORTUNITIES – PUSHSPRING AUDIENCE PLATFORM

Marketers’ interest in targeting people—not devices—is on the rise, despite doubts about the veracity of the data used for mobile audience targeting. To ease marketers’ concerns, the advertising industry has made several advancements in audience targeting on mobile devices. Advertisers are generally pleased with the progress that’s been made, but they’re far from satisfied.

Last year, marketers studied by eMarketer gave mobile ad targeting average grades for effectiveness, and research showed that many advertisers were skeptical of the data used to target mobile display ads to specific audience segments on smartphones and tablets.

PushSpring and Oracle Data Cloud partner to bring audience targeting to mobile apps PushSpring Persona targeting in the Oracle BlueKai Audience Data Marketplace (ADM), a Data as a Service for Marketing offering. As Oracle’s launch partner for device-level targeting, PushSpring enables marketers to reach qualified mobile app audiences by device advertising ID on iOS and Android platforms.

PushSpring Personas span the dimensions of Demographic, Intent, Interest & Activity, and Life Stage, and all PushSpring data is quality tested to eliminate fraud, something that has been and continues to be a major issue in mobile RTB-based advertising. Mobile marketers can layer top-level PushSpring fraud-free advertising IDs as an additional target to any existing mobile campaigns to significantly reduce wasted media spend due to device and click fraud.

As part of the Oracle ADM, PushSpring data can be activated to power audience targeting across Oracle media partners to inform mobile advertising and site experiences.


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Combined with effective targeting methods, the advantages of in-app advertising over mobile web are helping brand and performance advertisers alike realize the potential to reach consumers for more than just driving app installs.

ü Consumer attention is concentrated in mobile apps ü App installation signals true user interests. ü Accurate device-level targeting by advertising ID. ü Fraud is more easily prevented in mobile apps. ü Attributable brand awareness and engagement.

PushSpring distills billions of deterministically validated, device-level data signals to create hundreds of millions of PushSpring Persona based profiles. Advertisers and app owners can use PushSpring custom audiences and pre-defined Personas to drive more effective advertising, mobile app engagement, and monetization.

Agencies and advertisers can access PushSpring mobile app data for activation via: The Trade Desk, Oracle Data Cloud, Lotame, Google’s DoubleClick Bid Manager, and through extended integrations across the marketplace. App owners, publishers, and partners can work directly with PushSpring to identify unique characteristics of their customer base, and to create targetable audiences with accuracy based upon deep insights.


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NEW AVENUES

1. SOCIAL MEDIA MONITORING

For 51% of brands, real-time social media engagement is their biggest challenge on social media. Always on, always connected customers demand quick and easy solutions, on the fly, to the issues they’re dealing with on a daily basis.

The Pushspring audience Platform offers a variety of unique SaaS offerings, which can enable brands to listen to their audience on social media and develop an understanding of brand’s reputation. Monitor everything that’s being said about brand, and track every relevant conversation. SAAS offerings measure:

ü WHO is talking about/to you (age, gender, nationality, language, etc.) ü WHAT are their issues (specific pain points, recurring questions, etc.) ü WHEN are they talking to you (business hours, weekends, etc.) ü HOW are they talking to you (sentiment, type of language, tone of voice) ü WHERE are they talking to you (source, region)

By analysing all relevant information, brands can get, positive, negative and neutral feeds. Through positive feeds, a brand can know about what working for them, and work on further improvement plans. From negative feeds, one can understand, what going wrong, and monitoring team can gauge what needs to be done, to get positive customer/brand experience.

2. INTEGRATING, AUTOMATING, AND ANALYZING IOT DATA

In coming days, to capitalize on the wide range of data IoT generates, Pushspring audience platform can help organizations to overcome three key challenges;

ü Integrating data from multiple social channels ü Automating the collection of data ü Analyzing data to effectively identify actionable insights

Only by addressing all three can organizations turn raw data into information and actionable insights. Simply listening to customers on social media is not enough. Listening is a starting point. But the end goal is revenue. Those organizations best able to differentiate themselves have an ability to incorporate social media analytics into their customer and marketing automation processes, to monetize their investments and integrate insight into their customer data. This provides a foundation from which organizations can link measurement and the tactical execution of social media strategies to the imperatives of revenue generation.

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Mobile App Data Analytics - Case Study