Post on 20-Aug-2015
transcript
Phuc.Truong@mobext.com
Mobile Analytics: Why it Matters
by Arthur PolicarpioHead of MobextAsia-Pacific
The world’s largest mobile marketing agency network
Canada
USA
Latam
Mexico Brazil Chile Argentina Colombia
EMEA UK France Spain Portugal Poland
Asia Pacific India Philippines Singapore Malaysia Indonesia China Vietnam Hong Kong Australia
21 offices worldwide and growing
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Phuc.Truong@mobext.com
Full Service Agency
DEVELOPMENTSITE & APP
MEDIA PLANNING& BUYING
EMERGINGTECHNOLOGIES
SOCIALLOCATION DISPLAY/RICH MEDIA
VIDEO/GAMES
SEARCH
SMS/IMAGE RECOGNITION
AUGMENTEDREALITY
QR/2D/BAR CODES
MULTIPLATFORMAPPS
Advertisers know it’s big.
invest in mobile
48% 40%mobile will be more important
than radio in 2 years
53%say mobile will be as equally important as TV in 2 years
62%say mobile will be as equally
important as outdoor in 2 years
38%say mobile will be more important than print in 2
years.
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Awareness
Consideration
Active Evaluati
on
PurchasePost
Purchase Experienc
e
Loyalty
Loop
WOM
Integrate mobile in the consumer path to purchase
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• Php500,000 to reach 500,000 mobile users Hello Arthur, Baby & Co is
celebrating its 5th year anniversary with a special
sale on July 31 in all branches. Get up to 50% discount for your 1-month
baby , Stella.
SMS Broadcast to Opt-In Database
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• 500,000 consumers reached
• x 90% open/read the message
• x 50% recall key content of the message
• = 225,000 effective reach
• Php2.22 effective cost per impression
Mock Data
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• Claimed Circulation = 250,000
• % of readers who see the ad = 50%
• % who recall key content of the ad = 50%
• = 62,500 effective reach
• Investment = Php250,000
• Php4 effective cost per impression (vs. Php2.22 for mobile)
Compare vs. Other Media (eg, Print)
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• 225,000 effective reach (mobile)
• x 2 % actually visit the store
• 4,500 store visits
• x Php 500 spend per visit
• Php2.25M gross revenue
• x 40% gross profit margin
• Php900,000 gross income (vs. Php500,000 spend)
Payout Analysis
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• Challenge
• increase consideration for loan products
• Solution
• invest in (mobile) search, create mobile landing page to generate leads
Mobile Search
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• 1 million impressions
• 20,000 clicks/visits to mobile site
• 1,000 leads
• Budget: Php1M
• (50% on search, 50% on production of landing page)
The Facts/Results
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• 1,000 leads
• x 5% closing rate
• 50 auto loans sold
• x Php500,000 average loan value
• x 6% interest rate/year
• x 5 years
• Php7.5M interest income(vs. Php1M investment)
How do we measure success?
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• Challenge
• Generate pizza sales even in non-peak hours
• Solution
• launch mobile commerce app where you can order pizza through your mobile device
Mobile Commerce
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• Php5 million spent on production + marketing
• 10,000 downloads only
• 30% active customers ordering at least Php500 per month
Mock Results
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• 10,000 app downloads
• x 30% active customers
• 3,000 active customers
• x Php500 average order/month
• Php1.5M revenue/month
• x 40% gross profit margin
• Php600,000/month gross income (GI)
Did it work?
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• Php5M investment
• divide by: Php600,000 GI per month
• 8 months return on investment
Payout Analysis
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• Incremental monthly revenue/user = Php200
• x 20% gross profit margin
• Php40 incremental gross income/month/user
• x 50,000 app users
• = Php2,000,000/month incremental gross income
• 3 months ROI (Php6M budget/Php2M/month incremental GI)
App Users Non-Users
Average Monthly Consumption
1,200 1,000
Did it work?