This document outlines 10 tips for leveraging big data for mobile marketing: 1) Ensure the right data infrastructure, 2) Incorporate in-app advertising, 3) Consider differences in Android vs iOS users, 4) Use Facebook advertising, 5) Leverage programmatic buying, 6) Apply retargeting to mobile, 7) Move beyond app downloads, 8) Consider an optimization partner, 9) Tailor content, and 10) Utilize location-based data. The document provides insights and examples for each tip.
10 Tips for Leveraging Big Data for Mobile Marketing
1. 10 Tips for Leveraging Big Data for
Mobile Marketing
Eye for Travel | Miami | June 2014
Heather Forsythe
Sr. Director of Marketing
@MsAdventurous
heforsythe@gmail.com
LinkedIn.com/in/HeatherForsythe
7. • There are more Android users overall
- 52% Android vs. 42% iOS in US (Nielsen)
• A majority of visits to ecommerce sites are from iPhones
- …but those who do purchase on Android spend more per order
• App retention is now on par with iOS
Don’t forget about AndroidTip #3
Source: Localytics
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5 6 7 8 9 10 11+
Android iPhone & iPad
Share of visits to
e-commerce
sites from
phones
Average order value
from phones
iPhone 60% $126
Android 39% $136
App User Retention: By Mobile Platform
(# times App was Used)
Source: Monetate
8. Target Android users by device type
…to reach the higher-income users more likely to purchase travel.
8
12. Facebook vs. Alternative Mobile Advertising
12
Facebook effectively delivers quality users
Cost Per Install Purchase Rate
Conversion Rate Cost per Purchaser
Source: Fiksu sample of 9M conversions across wide range of apps, networks
100%
72%
292%
0%
50%
100%
150%
200%
250%
300%
350%
Banner DSP Facebook
100% 94%
135%
0%
20%
40%
60%
80%
100%
120%
140%
160%
Banner DSP Facebook
100%
225%
619%
0%
100%
200%
300%
400%
500%
600%
700%
Banner DSP Facebook
100%
71%
63%
0%
20%
40%
60%
80%
100%
120%
Banner DSP Facebook
13. • Utilizes real-time bidding
exchanges (RTB)
• After Facebook, RTBs offer the
most granular level of targeting
• Highly efficient, rapidly growing
traffic source
13
Leverage programmatic (dynamic) buyingTip #5
14. 14
Apply retargeting to mobileTip #6
A user already has the
app installed, but isn't
using it
Serve them a
personalized ad to
drive re-engagement
with your app
When user clicks, the
app opens directly to
the page you specified
Image source: Deeplink.me
16. FYI, TripIt uses
16
Consider an optimization partnerTip #8
1. Provides automated optimization
2. Optimizes on post-download events
3. Integrated with ad tracking and attribution
4. Enables broad media deployment
What to look for:
19. 10 Tips for Leveraging Big Data for Mobile Marketing
19
1. Ensure you have the right data infrastructure
2. Incorporate in-app advertising
3. Don’t forget about Android
4. Get on Facebook. Now.
5. Leverage programmatic (dynamic) buying
6. Apply retargeting to mobile, too
7. Move beyond the download
8. Consider an optimization partner
9. Don’t forget to tailor the content
10.Utilize location-based data
To maximize the advertising opportunities, you need to measure downloads and loyal usage actions, and be able to tie them back to specific campaigns and creative.
You can either built it yourself or work with a partner who has the right partnerships, integrations, and infrastructure.
1. Provides automated optimization (using algorithms to optimize media buys based on results)
2. Optimizes on post-download events (rather than optimizing based on download data, you need to be able to track post-download user events, and optimize against those metrics)
3. Integrated with ad tracking and attribution
4. Enables broad media deployment (needs to be integrated with ad networks and Real-time bidding exchanges to enable optimization across your entire media buy simultaneously.)
Measurement & ROI is the biggest mobile marketing challenge, cited 42 of survey respondents.
- Forrester Research, Sept 2012
Whether an ad, email, landing page, or push notification, tailor/personalize the content to provide the right message to the right users at the right time.
Example: (TripIt pre-roll video example: “sorry for the interruption…”)
Differentiate mobileThe mobile experience should be very different than what consumers get from you online. They are in a different state of mind. They have different needs when they are mobile. Responsive design isn’t necessarily the way to go. You need to actually think of a separate, customized mobile experience, otherwise your not giving your consumers real value.
Location data is an essential component of mobile big data – perhaps the primary data type that differentiates mobile from Web-based big data.
TripIt has leveraged geo-fencing in it’s advertising – to talk to prospects while they’re in the airport. We haven’t yet leveraged iBeacon technology, but I believe others on the panel will address that.
Data from social media, paired with location data, can also be used to drive personalized campaigns.