MAU Vegas 2016 — Digging Into Data — Capitalizing on the Clues Users Give You for Free

Everything you need to succeed on mobile.

Digging into Data Capitalizing on the Clues Users Give You for Free

© 2016 Phunware, Inc.2

Where Do We Live?How do you reach real people based on their real behavior?

AD EXCHANGE


Why Phunware?

Location ServicesMaking life easier

AdvertisingMaking it matter.

Cross-Screen TVMaking life fun. Location Marketing

Making more with less.

AnalyticsMaking it make sense.

Phunware enables brands to engage their audiences via mobile.


Phunware by the Numbers

1000s 625M

Thousands of branded applications launched

625+ million monthly unique devices

Hundreds of millions of videos served

100Ms

Our platform touches about 1 in 10 devices globally. 1 in 10


Our Hardware, Tech and Brand Partnerships


Benefits of Leveraging the Full StackWhen you only look at data from an Ad SDK, you are missing the complete picture.

Full Stack:

• Impressions• Ad Clicks• Accurate Lat/Long• In-App Session Time• In-App Engagement• Wi-Fi Connections

Ad SDK Only:

• Impressions• Ad Clicks• General Location

The Data TrailAs users go about their daily lives with their smartphones, they leave a digital trail that tells brands who they are, where they have been, their preferences and where they will go next.

© 2016 Phunware, Inc.8 © 2016 Phunware, Inc.8

Wake up and read the news online6:50am

Check scores of favorite sports teams10:30pm

Watch favorite shows on connected TV apps9:10pm

Browse for a dinner playlist while cooking8:00pm

Get directions to nearest supermarket6:15pm

Open a coupon anduse it at the register6:30pm

On the train, look at movie showtimes for this weekend5:10pm

Look up recipes for dinner inspiration4:30pm

Check email & news on the train to work8:15am

Connect to Starbucks Wi-Fi while getting

coffee10:30am

66 eventsAdded to each ID,

every month

Phunware IDs: Continually Evolving in Real-Time


App User ProfilingAlthough brands can’t personally match a device ID to an individual user, they can identify trends that can make an impact.

Usually at CorporateTower from 9am to5pm on weekdays

Attended last fiveNFL home games

Usually at 535 Elm St. from 8pm to 5am

Goes to Joe’s Coffeeon Saturdays

Visits bike shop1x per month

DEVICE ID 1234


Combine location data with demographic data from your CRM to solidify insights, drive higher engagement and predict future consumer behavior.

The Possibilities are Endless

Device IDLocation Data

DemographicData from CRM

Accurate Customer Profile


When a user installs an app, it’s easier than ever to connect the dots between the actual install and post-install actions the brand is trying to drive (e.g. first rides).

Looking Past the Install: Ride Sharing


Looking Past the Install: RetailThanks to deeply integrated analytics, the department store was able to track its users from app installs to push notification engagements to real-world ROI!


Top Tips and Takeaways

• Store and/or leverage data points that help you discover when and where your best users engage on mobile

• Challenge partners to bring 1st-party data to the table and understand where it's coming from

• Find usage trends that are particular to customer segments and take them into account in your planning strategies

• Look for overlap between the mobile usage patterns of your customers to identify new segments to test against when running campaigns

MAU Vegas 2016 — Digging Into Data — Capitalizing on the Clues Users Give You for Free

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