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1 Thank You! Making More Money with Mobile Marketing Metrics eMetrics SF May 2008 Alan Osetek, EVP, Visual IQ Evan Gerber, Principal Consultant, Molecular
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Thank You!
Making More Money with Mobile Marketing Metrics
eMetrics SF May 2008
Alan Osetek, EVP, Visual IQEvan Gerber, Principal Consultant, Molecular
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What We’ll Cover
Context for mobile: Current state of mobile and why its an important part of the
marketing mix
Current state of marketing mobile and digital media measurement hurdles
Best practices, and strategies that can increase mobile impact as well as the
overall success of cross channel campaigns.
Mobile case study Fortune 500 consumer packaged goods (CPG) manufacturer
10 best practices for optimizing a digital marketing/advertising campaign
Q&A
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The mobile landscapeThe mobile landscape
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Mobile – there’s gold in them hills!
7 out of 10 adults in the US have a mobile phone
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Mobile – there’s gold in them hills!
7 out of 10 adults in the US have a mobile phone
Predicted to reach 85% by the end of the decade
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Mobile – there’s gold in them hills!
7 out of 10 adults in the US have a mobile phone
76% now, predicted to reach 85% by the end of the decade
88.4 million US households have at least one phone
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Mobile – there’s gold in them hills!
7 out of 10 adults in the US have a mobile phone
Predicted to reach 85% by the end of the decade
88.4 million US households have at least one phone
17% of users are now on the mobile web – 34.6 million people
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Mobile – there’s gold in them hills!
7 out of 10 adults in the US have a mobile phone
Predicted to reach 85% by the end of the decade
88.4 million US households have at least one phone
17% of users are now on the mobile web – 34.6 million people
More than 33% of users send and receive text messages
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Mobile – there’s gold in them hills!
7 out of 10 adults in the US have a mobile phone
Predicted to reach 85% by the end of the decade
88.4 million US households have at least one phone
17% of users are now on the mobile web – 34.6 million people
More than 33% of users send and receive text messages
The mobile internet is growing– Mobisodes– Applications– User Generated Content– Gaming
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Some major prospectors
Major brands adopting and pushing forward in many verticals– Online Banking – Bank of America, Citibank,
Barclays, Wachovia
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Some major prospectors
Major brands adopting and pushing forward in many verticals– Travel – Kayak, Orbitz, Delta
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Some major prospectors
Major brands adopting and pushing forward in many verticals– Consumer Brands – Procter and Gamble,
Coca Cola
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Some major prospectors
Major brands adopting and pushing forward in many verticals– Social Networking – Facebook, MySpace,
Google, etc…
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Caution: Rapid Change
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Caution: Gobs of platforms, gobs of phones
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Caution: Net Neutrality
Carriers want to retain control
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Caution: Net Neutrality
Carriers want to retain control
Brands need their permission
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Caution: Net Neutrality
Carriers want to retain control
Brands need their permission
This will change over time
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Current State of Mobile and Digital Media Measurement Hurdles
Knowing where we have been in marketing can help us understand where we are going
20We are living in a Media Fragmented World!
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But it is also totally connected at the same time…
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A perfect storm is powering the transformation of media:- the digitization of media and data - faster and cheaper computing- the explosion of online networks and data collection
As even larger portions of advertising budgets continue to shift to digital channels, advertisers and agencies are under the gun to consistently improve measurement and performance.
However, the reality that many marketers haven't yet come to grips with how to collect and integrate digital media, website, and customer level data, make sense of it, and leverage the data in context of their overall multi-channel marketing campaigns.
The Current State
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McKinsey Study – Limits to Digital Advertising Growth
How companies are marketing online: A McKinsey Global Survey – September 2007
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Current state of marketing: offline, online, mobile
Knowing where the next generation is at can help guide our vision of the future
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Challenges and Best Practices
How to harness the evolving sphere of influence
In digital marketing mobile has the greatest potential
Challenge: It’s the least understood
So how do we expand what we know to succeed with
mobile and make it profitable?
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Advertiser Challenge
Quantifying the impact of each marketing investment relative to key business objectives: Improve ROI of their marketing spend.
Truly achieving One-to-One communications by quickly understanding customer attributes and behaviors.
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Multiple logins
Manual data extraction
Summary data only
Duplicate conversion conflicts
Limited modeling opportunities
Inaccurate inventory & forecasting
The Challenge – Integrating Multiple Media Channels
In 2008, advertisers have begun to add online video, mobile, social networking, & gaming into the marketing campaign mix. The closed and inflexible nature of existing tools has created an insufferable pain point.
Search
Rich Media
Affiliates
Behavioral Targeting
Web Analytics
Search
Rich Media
Affiliates
Behavioral Targeting
Web Analytics
Fragmentation Increases, Clarity DecreasesInformation Management Becomes Impossible
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Bringing it All Together – Best Practices
One intelligent platform to aggregate and analyze response data from all points of contact
Automated integrated performance reporting across all communication channels
Advanced modeling, analytics and reports are produced within the platform
Cross Campaign, Product and Business Unit learning and insight
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Bringing it All Together –High Level Architecture
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Benefits of the Solution
Data Collection and Data Management combined with Business Analytical Tools Build a foundation for continually evaluating campaign effectiveness by integrating mobile, offline, and online response & conversion information
Report, Analyze and Optimize media spend across all marketing channels
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Mobile Case Study
Succeeding with Mobile Marketing: Fortune 500 Consumer Packaged Goods
Company
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Mobile Case Study
The objective of this CPG clients campaign was two fold:
Test out mobile as an effective channel to enhance brand awareness around a new product, by engaging consumers with the brand directly via an online sweepstakes give away.
Secondly, test out the ability to integrate multiple consumer touch points during the course of the campaign.
What they learned:
During the course of the campaign the advertiser learned how to overcome existing mobile measurement hurdles and how to measure overall impact of the mobile campaign.
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Mobile Case Study
The results:
Overall, the program was a huge success
– Program generated nearly 56,000 total mobile responses
– ~40,000 Unique Users played via mobile phone
– ~36,000 winning entries
– Excellent participation relative to level of opt-in support (On package only campaign, no print or broadcast)
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Mobile Case Study
What they did:
Created a unified marketing warehouse built with all consumer data collected and utilized to quickly evaluate performance.
Measured campaign results daily with analysis and breakdown by state, time of day, wireless carrier, and overall interaction with the brand.
Made improvements to both level of opt-in support and tactical implementation of On Pack promo possible.
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Mobile Case Study
How they did it:
Data Sources: Mobile participation data, website prize redemption data, and client retail sales impact
By better understanding the campaign response data sources, mobile participation data, website prize redemption data, and client retail sales impact, the advertiser was able to make changes to the campaign and improve the overall performance.
Specific changes were made to the length of alphanumeric code, inversion, and window clarity.
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Unique Users by Age Group
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Participation BreakdownBy Hour of Day
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Win Status Analysis
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Participation by Wireless Carrier
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Top 10 List of Best Practices for Digital Advertising and Reporting
Now it’s your turn…
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Top 10 List of Best Practices for Digital Advertising and Reporting
A perfect storm is powering the transformation: the digitization of media and data, faster and cheaper computing, and the explosion of online networks and data collection.
In 2008, as larger portions of advertising budgets shift to mobile and online advertising in general, marketers need to consistently improve measurement and performance.
‘top 10’ list of best practices for digital advertising reporting and measurement.
This list offers a blueprint for ensuring a successful mobile and online advertising measurement strategy that will maximize return on media investment and improve overall campaign performance.
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Top 10 List of Best Practices for Digital Advertising and Reporting
STEP 1—Select a data collection and warehousing approach
STEP 2—Define Key Performance Indicators (KPI)
STEP 3—Determine marketing or campaign success criteria and overall goals
STEP 4—Establish attribution management and tracking
STEP 5—Employ visual marketing scorecards and dashboards
STEP 6—Monitor campaign analysis and optimization
STEP 7—Integrate customer sales data
STEP 8—Consider weighted marketing campaign conversion attribution
STEP 9—Collaborate and share information
STEP 10—Don’t go overboard and improve over time
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Thank You!
Interested in Getting a Copy of “Ten Steps for Optimizing Digital Advertising Reporting &
Measurement”?
Give me your business card or email [email protected]
Thank You
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Q&A
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Thank You
Alan Osetek, EVP, Visual [email protected] 508.479.6686
&Evan Gerber, Principal Consultant, [email protected] 415.541.2835
