An Introduction to
Mobile Journey Marketingand Ogury’s MJM Solutions
Mobile Journey Marketingogury.com
Today, when it comes to understanding
and engaging consumers on mobile,
and generating revenue from mobile
apps and websites, organizations’
effectiveness is limited by three critical
problems.
1. An incomplete view of the mobile user journey,
as organizations only see what happens inside
their own apps, sites or ecosystem.
2. Complex and poorly integrated consent,
data, insights and activation solutions, due to
industry-wide marketing tech stack complexity.
3. Consumer unease towards the lack of
transparency on collection and usage of their
consent and data.
Ogury, a technology company specialized in Mobile
Journey Marketing (MJM) enables organizations
to remove these limitations, with an end-to-
end, fully integrated consent, data, insights and
activation solution. Ogury’s MJM solutions enable
organizations to understand the entire mobile
user journey, engage with the human behind the
screen, and reap the highest returns from digital
investments and mobile inventory. All in full
compliance with the most stringent user privacy
regulations, such as GDPR.
But what is Mobile Journey Marketing? It’s a fair
question, because MJM is a new discipline of
marketing that isn’t fully understood by most
organizations.
This document provides you with the fundamental
information you need to know about MJM.
Including the problem MJM solves, why it is
so important, and how it is so effective. It also
provides details on Ogury’s unique approach and
MJM solutions.
Executive Summary
Mobile Journey Marketingogury.com
Contents
Section 1: The Problem
Introduction
Context of the Problem
The Mobile Journey Data Gap
Complex and Poorly Integrated Technologies
Transparency and Control to Users
Section 2: Mobile Journey Marketing
What Is Mobile Journey Marketing?
MJM Three Key Imperatives
Section 3: Ogury’s Unique MJM Solution
Ogury MJM Solutions
Ogury MJM Consent (Consent-to-Signals)
Ogury MJM Data (Signals-to-Data)
Ogury MJM Insights (Data-to-Insights)
Ogury MJM Activation (Insights-to-Activation)
Conclusion
Mobile Journey Marketingogury.com
Digital publishers are under more pressure than
ever to generate maximum revenue from their
mobile apps and websites, without disrupting user
experience.
Users demand free quality content, seamless digital
experiences, and control over their personal data.
These issues combined present a strategic
challenge, that must be addressed.
Section 1: The Problem
If organizations understand
the journey, they reveal the
human behind the screen.
Reveal the human, and they
can engage them effectively.
But there are many barriers
and blockers standing in the
way of this...
Digital business and marketing leaders
are under constant pressure to
demonstrate measurable commercial
growth and ROI from all mobile
marketing spend.
IntroductionContext of the problem
To build and maintain a successful business
today, organizations need to engage
consumers on mobile. The average person
spends five hours per day on their phone
and 81% of users have their mobile within
arm’s reach every minute of the day.
Mobile is personal, and users seek value at
every step of their journey. They oppose
anything that hinders or obstructs that
journey - with 85% unlikely to forgive bad
mobile experiences. Because like the device,
user journeys are personal. An individual’s
life is mappable across apps and the
mobile web, revealing habits, preferences,
behaviors, and intentions.
Mobile Journey Marketingogury.com
YourWebsite
YourWebsite
YourApp
YourApp
Organizations only see the part of the mobile
user journey that happens within their own
apps, websites, and ecosystem. They don’t
see what happened before users visit their
apps or websites, or what happens after they
leave them. We are not talking about the buyer
or customer journey, we are talking about the
entire mobile user journey, across all apps and
websites, in real time.
Even the giant walled gardens such as
Facebook only see up to 30% of users’ time
on mobile; 70% remains unknown.
Artificial intelligence and machine learning are
often cited as the holy grail to solve all of this:
- 80% of marketers think AI will revolutionize
marketing. But, AI is only ever as intelligent as the
data that fuels it. 99% of its effectiveness is about
the data, not the algorithms.
Moreover, as we all know so well, humans are
unpredictable. Lives, behaviors, and preferences
change. Data is only fresh and relevant in real-time.
The second it’s collected, it starts going stale.
So if AI is not fed first-party data, gathered and
analyzed in real-time from every point of the
mobile journey, then it ceases to be intelligent.
And in a GDPR world, if it’s not consented, it’s
not compliant with the law. Despite this, a lack of
transparency still plagues the mobile marketing
ecosystem, and Forrester discovered that opaque
data is one of the biggest challenges for mobile
marketers in 2018.
Beyond data, organizations are faced with another
challenge as they try to put in place mobile
marketing solutions that will help them grow their
businesses.
of companies believe their revenue
is negatively affected by inaccurate
and incomplete data.
of companies believe third-party
data is unreliable, incomplete,
and negatively affects revenue.
80%
83%
TRILLION$3
of that is wasted
on marketing spend.
Every year, bad data
costs US businesses
$611BILLION
For the vast majority of organizations,
more than 99% of the mobile user journey
is unseen. Missing this necessary first-
party data, organizations look elsewhere, to
third-party data and technology providers.
Unfortunately, this uncovers another issue.
Problem 1:
The Mobile Journey Data Gap
Mobile Journey Marketingogury.com
Valuable time and money is spent having to
integrate, learn, and manage each of them.
But these platforms still can’t uncover the full
mobile journey and effectively market across
it. They base their decisions on fragments or
segments of data, and don’t work well together.
Organizations juggle many priorities, from brand awareness, to user engagement,
and digital property monetization. In trying to address these needs with modern
marketing technology, the average organization has to operate multiple disjointed
products and siloed platforms.
Problem 2:
Complex and Poorly Integrated Technologies.
feel burnt out.
The mobile journey data gap, and the complexity
of the marketing technology landscape are making
organizations’ lives difficult, forcing certain
compromises when it comes to engaging with
consumers and generating revenue from mobile
apps and websites.
These compromises are negatively affecting the
very people businesses are looking to attract and
keep - users.
marketing technology
vendors to choose from.
It’s confusing, complex, and
impossible to know which
to use.
7,000
Today there are nearly
No wonder:
of marketers feel
overloaded.
80%
say that technology
selection is extremely
challenging.
58%
70%
Mobile Journey Marketingogury.com
This is directly affecting brands and publishers,
as 84% of users say that intrusive ads give them
a negative opinion of both the brands being
advertised and of the sites or apps that serve them.
Despite new laws, users still don’t get full
transparency or control over data consent.
They are often served ambiguous or forced opt-in
notices, which only provoke further mistrust.
It doesn’t have to be this way.
Ogury has designed a
new category of solutions
to help organizations
overcome these
challenges. Introducing…
Today, there is increasing mistrust from consumers over the ways in which their
personal data is used. 75% of users find mobile advertising unpleasant or uneasy,
and it’s getting worse. 71% think ads are more intrusive than they were three
years ago.
Problem 3:
Lack of Transparency and Control for Users
Mobile Journey Marketingogury.com
What is Mobile Journey Marketing
(MJM)?
Effectiveness: is achieved through high-quality,
first-party data, that maps the entire mobile user
journey and fuels purpose-built AI technology, to
deliver business results.
Simplicity: is attained by breaking down existing
silos in which current tech platforms operate,
and integrating technology in one place. Using
purpose-built AI to remove unnecessary and
tedious human labor.
Transparency: is brought about through explicit
and unambiguous user choice management; from
opting-in, to exercising their right to be forgotten.
Trust is currency.
MJM’s purpose is to move organizations to a new
era of business effectiveness, operational simplicity,
and data transparency.
To fulfill the MJM vision, Ogury has created the first
end-to-end, fully integrated consent, data, insights,
and activation solution.
Section 2: Mobile Journey Marketing
MJM Three Key Pillars
MJM is founded on three key pillars that have to be
collectively, consistently, and efficiently delivered.
Mobile Journey Marketing (MJM) is a new discipline of marketing that enables
organizations to understand the entire mobile user journey, and to market
across it.
Sim
plic
ity
Effectiveness
Transparency
Mobile Journey Marketingogury.com
Ogury MJM Solutions
Powered by purpose-built AI technology,
Ogury MJM solutions turn raw mobile journey
consented signals into business results; consumer
engagement on mobile, and revenue generation
from mobile apps and websites.
By integrating its MJM consent, data, insights and
activation solutions in one place, Ogury enables
brands and publishers to understand the entire
mobile user journey, inform mobile strategy, and
deliver previously unattainable business results.
Key capabilities:
MJM Consent – Manage user choice
and consent.
• Serve an explicit, clear and simple
consent notice to users
• Capture and manage user choice for all
partners involved
• Provide users with an easy way to opt-
out and be forgotten
MJM Data – map the entire mobile
user journey.
• Collect consented raw signals
• Interpret them with a purpose-built AI
engine
• Generate meaningful mobile user
journey data: apps downloaded or
deleted, apps usage, website browsed
MJM Insights – inform the mobile strategy.
• Understand customers’ behaviors and
interests
• Discover new potential customers and
audiences
• Monitor mobile ecosystem and
competitor dynamics
MJM Activation – deliver business results.
• Engage the human behind the device
• Monetize digital properties
• Optimize execution in real-time
The next section explains exactly how Ogury
turn signals-to-data, data-to-insights and
insights-to-activation.
Section 3: Ogury’s Unique MJM Solutions
Mobile Journey Marketingogury.com
Ogury MJM Consent
Consent-to-Signals
Ogury’s SDK is integrated into over 12,000 apps
and mobile sites around the globe, with more
being added every day. Believing from the start
that transparency is the future of marketing and
that consumers should have full control over
their personal data, Ogury presents a clear, high
converting opt-in notice to every consumer.
This provides an opportunity for the user to give
explicit consent to share raw journey signals in
exchange for relevant and tailored marketing
recommendations.
MJM Consent – Manage user choice
and consent
• Serve an explicit, clear and simple
consent notice to users
• Capture and manage user choice for all
partners involved
• Provide users with an easy way to
opt-out and be forgotten
Products
• Consent Manager
Technology
• SDK
Mobile Journey Marketingogury.com
Ogury MJM Data
Signals-to-Data
Ogury collects consented raw signals across the
mobile journey in real-time. These signals fuel
a purpose-built Data Generation Engine that
transforms them into meaningful Mobile Journey
Data, including every app installed, every website
browsed, and usage of all apps.
50% of users who are served the consent notice
accept the agreement, which gives Ogury the
ability to generate user data (apps installed
or deleted, apps usage, and mobile websites
browsed) on 400m consented user profile, with
this number growing every day. It also makes
Ogury fully compliant with stringent privacy laws
such as GDPR. Brands who work with Ogury are
assured that compliance is consistently upheld, and
publishers are able to manage all of their consent
requirements in one place with Ogury’s Consent
Manager.
MJM Data – map the entire mobile
user journey
• Collect consented raw signals
• Interpret them with a purpose-built AI
engine
• Generate meaningful mobile user
journey data: apps downloaded or
deleted, apps usage, website browsed
Technology
• Data Generation Engine
CONSENTEDSIGNALS
Data Generation Engine
Mobile Journey Data
Mobile Journey Marketingogury.com
Ogury MJM Insights
Data-to-Insights
This unique mobile journey data is modelled
and made visually available to organizations,
providing precious insights and a deep knowledge
of the mobile user journey. Ogury enables these
organizations to understand user behavior and
interests across all apps and websites, discover
affinities between new and existing audiences, and
monitor the performance of competitors, as well as
ecosystem dynamics.
MJM Insights – inform organizations mobile
strategy
• Understand customers’ behaviors and
interests
• Discover new potential customers and
audiences
• Monitor mobile ecosystem and
competitor dynamics
Products
• Active Insights
Technology
• Data Modelling
• Dashboard
Active Insights
Mobile Journey Data
Mobile Journey Marketingogury.com
Ogury MJM Activation
Insights-to-Activation
Organizations are then able to activate these
insights with Ogury’s purpose-built User Affinity
Engine and Revenue Optimization Engine, to
market across the entire mobile journey. This
provides marketers with the most precise and
relevant targeting in the industry, as ads are
replaced by personalized recommendations, driving
high engagement from consumers. It provides
publishers with seamless experience for their users,
100% fill rates, and 6x higher CPM than the industry
average, driving more revenue from their mobile
apps and websites. In addition, the complexity of
managing a plethora of demand sources is replaced
by the simplicity of one SDK, with payments on-
demand.
Currently, Ogury activates first-party mobile
journey data from 400M+ mobile user profiles in
more than 120 countries, in partnership with 900+
brands and 12,000+ mobile apps and websites
across the globe.
MJM Activation – deliver business results
• Engage the human behind the device
• Monetize digital properties
• Optimize execution in real-time
Products
• Intelligent Monetization
• User Engagement (Ogury Attract
and Ogury Acquire)
Technology
• User Affinity Engine
• Revenue Optimization Engine
User Affinity Engine
RevenueOptimization
Engine
IntelligentMonetization
User Engagement
Mobile Journey Marketingogury.com
In an age where organizations need to engage with users on mobile, maximize
return from digital investments, optimize revenue generation from mobile
properties, and ensure users are provided with transparency over data collection
and usage; brands and publishers face three critical problems that limit their
effectiveness in doing so. An incomplete view of the mobile user journey; poorly
integrated consent, data, insights and activation solutions; and consumer mistrust
about collection and usage of their data; all of which negatively affect business
results.
Conclusion
Mobile Journey Marketing emerges as the first
marketing discipline designed specifically to solve
these problems, and take organizations’ mobile
marketing to a new level of effectiveness, simplicity,
and transparency.
Ogury’s MJM Solutions provide organizations
with the first end-to-end, fully integrated
consent, data, insights, and activation
solution. Built from the ground up on unique
mobile user journey data, with purpose-
built AI technology and a commitment to
transparency. It provides publishers and
brands with integrated, effective and simple
solutions to deliver on their top business
priorities – mobile consumer engagement,
revenue generation from mobile apps and
websites, and compliance with the most
stringent privacy laws.
Mobile Journey Marketingogury.com