Velti

1. DATA era
Data-driven services for the Mobile Marketing
Industry
Dr. Theodoros
Michalareas
tmichalareas@velti.com
Boosting the
App
Economy
Let’s get started!
FIA Dublin
A mobile showroom

2. background
examples
interesting problems
& future
FIA Dublin
2
Boosting
the App
Economy

3. 3
Digital me
Boosting
the App
Economy
People use mobile to
help them in their
daily lives
Harvard Business Review, Jan/Feb 2013

4. 4
Boosting the
App Economy
Big data in mobile marketin

5. 5
Boosting the
App Economy
App Stores & developers
distimo

6. 6
Boosting the
App Economy
Mobile marketing funnel

7. Marketers interest in
using mobile
Base: 139 mobile marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Group Commerce,
September 2012
Which of the following targeting dimensions are you using in mobile marketing or
advertising?
• Mobile-specific
(partial)
• Real-time information
• Mobile-specific
• Static / Profile
• Audience
• Static / Profile
Boosting the
App Economy

8. background
examples
interesting problems
the future
FIA Dublin
8
Boosting
the App
Economy

9. 9
Data Gathered
 Page views
 Site visits
 Time spent on site
 Response Rate
 Purchases
Data Gathered
 Impressions
 Clicks
 Click-through rate
 Installs
 Opt-ins
Data Gathered
 Participation
 Usage
 Interactions
 Data profile
Data Gathered
 Payments
 Revenue from ads
 Redemption rate
 Amount spent
 Top-ups
MOBILE
MARKETING
POWERED BY
DATA
Tying data collected from across the
digital/mobile marketing mix to provide
brands a universal view of their consumer

10. LONG TERM
CUSTOMER
LOYALTY
CONSUMER
ENGAGEMENT
To grow…
CONSUMER
DATA
enables…
CONSUMER
INSIGHTS
To drive…
Seasonal
On-Pack
Promo
Promotional
Sampling
Facebo
ok
Contest
POS Ads
Coupon
Offers
Print Ads
Data
Collected
Data
Collected
Data
Collected Data
Collected
Data
Collected
Data
Collected
TV Spot
Data
Collected
THE BIG DATA CHALLENGE
EXAMPLE STRATEGY TO ACHIEVE
CONSUMER ENGAGEMENT
10
Boosting the
App Economy

11. 11
Sequential paths - more start on a
smartphone than anywhere
Source: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012
• Based on the type of task at hand and the role of each device
• Consumers primarily rely on search, rather than links or URLs to switch device

12. 12
Sequential paths are based on the task and
role of device
Source: Google, The new multi-screen world: understanding cross-platform consumer behaviour, US, August 2012
• On tablet the most common starting point is for shopping and travel
• Consumers rely on search, rather than use links or URLs to switch device

13. background
examples
interesting problems
& the future
FIA Dublin
13
Boosting
the App
Economy

14. MOBILE APPLICATION DISCOVERY &
PROMOTION
Data driven
services

15. MOBILE APPLICATION – ACTIONABLE
ANALYTICS
Data driven
services • How many are my
customers
• Who are they
• How they use my app &
which aspects they enjoy
most
• How is this actionable
through an SDK/API

16. MOBILE APPLICATION – INSIGHTS
Data driven
services
• What are the audience
segments of my application
inmobi

17. MOBILE APPLICATION – DEVELOP
MONETIZATION RULES
Data driven
services
Inmobi

18. MOBILE APPLICATION – DATA SILOS &
PERSONAL DATA
Data driven
services
Exposing data outside silos
- App silos
- Vendor silos
- Operator silos

19. MOBILE APPLICATION – PRIVACY & VALU
Data driven
services
 Transparency
 What the application knows
 How it is used
 Security
 Data are safe and secure
 Control
 I can control what you do with my
data
Cost of policy framework

20. MOBILE APPLICATION – TARGETING
Data driven
services

21. IT’S
BEENFIA Dublin
21
Boosting the
App Economy