Mobile Media Tracking Unveiled
description
Transcript of Mobile Media Tracking Unveiled
Somo Copyright & ConfidentialSomo Copyright & Confidential
May 2014 Tweet us at @somoglobal #SomoWeb
MOBILE MEDIA TRACKING UNVEILED
Ed Chater, VP of Media Operations
Moderated by: Michael Becker, Strategic and Market Development Advisor
Somo Copyright & Confidential2
WHO ARE WE?
Ed Chater, VP of Media Operations
Michael Becker, Strategic and Market Development Advisor
Ed has headed up Somo’s media operations since 2010, overseeing the management of all Somo’s media campaigns and working to drive efficiencies, constantly improve results, and define best practices.
He is an expert in app distribution strategy and a specialist in mobile search. Ed was one of the fist people in the world to develop tracking solutions for mobile apps and pioneered the use of data in app marketing. Ed was recognized as one of MediaWeek’s 30 under 30 along with being a Revolution Awards Finalist.
Michael J. Becker is a recognized mobile marketing pioneer, with 20+ years industry expertise. He is the co-founder, Managing Partner & CEO North America of mCordis, a leading provider of professional mobile marketing education and advisory services.
Michael is an author, educator and industry volunteer. He is on the boards of Marketing EDGE and the Mobile Marketing Assocation (MMA) in North American and on the advisory boards for Assurant, Funmobility and Privowny. He is also an adjunct professor of mobile marketing at National University.
Prior to forming mCordis Michael was the Managing Director North America for the Mobile Marketing Associations and co-founder of Archer, a leading mobile messaging solutions provider.
Somo Copyright & Confidential3
Learning Objectives
Understand the challenges of tracking apps
Different mobile tracking methodologies
How to leverage your data
Somo Copyright & Confidential4
AGENDA
Understanding Mobile Consumer Behavior The Benefits of Tracking Apps The Challenges of Tracking Apps Different Mobile Tracking Methodologies
1. R.A.P. Mix
2. Attribution Methodsa. Device ids
b. Device recognition
c. Referrer
How to Leverage Your Data1. Measuring in app events
2. LTV and cohort analysis
3. Data pass back for optimization
4. Put mobile results in cross device context
5. Targeting audiences cross device
Somo Copyright & Confidential5
Objectives
• KPI’s• Audience
Media Mix
• Paid• Owned• Earned
Creative
• Messaging• Formats
Tracking
• Tagging• Reporting
Optimization
• Analysis• Segmentation• Pricing
WHAT MAKES UP AN ADVERTISING CAMPAIGN?
Today we are focusing here
Somo Copyright & Confidential6
Poll
How familiar are you with mobile media tracking?
1) I’m a superstar.2) I’m comfortable, but always looking to learn more.3) Sort of familiar.4) Help, I’m new to mobile media tracking!
Somo Copyright & Confidential7
Poll
Are you currently tracking in-app media campaigns?
1) Yes, we are.2) Yes, I think we are.3) No.4) I’m not sure.
Somo Copyright & Confidential8
JARGON BUSTER: WHAT DO WE MEAN BY TRACKING?
Tracking
AnalyticsAll terms used to describe technology that can generate & analyze advertising data
Mobile Attribution Platforms
Primary Focus:Matching ad clicks to
conversions, and calculating ad ROI
Onsite/In-App Platforms
Primary Focus:Measuring the overall performance of a site
or app
Audience Platforms
Primary Focus:Measuring the
audience profile of a user
Measurement
In mobile (unlike desktop) solutions are fragmented into the following platforms:
Somo Copyright & Confidential9
MEASURING APPS IS DIFFERENT TO MEASURING MOBILE WEB
This presentation will focus on Advertising Apps Mobile web is more simple to track
Advertising Apps Advertising Mobile Web Sites
In mobile there is a new dimension to advertising on mobile:
Somo Copyright & Confidential10 Somo Copyright & Confidential
CONSUMER BEHAVIOUR
Somo Copyright & Confidential11
PEOPLE ARE SPENDING MORE TIME IN APPS THAN MOBILE WEB
Source: Flurry April 2014
Somo Copyright & Confidential12
MORE TIME IS SPENT IN APPS THAN ON DESKTOP
Source: ComScore Feb 2014
Somo Copyright & Confidential13 Somo Copyright & Confidential
THE BENEFITS OF TRACKING APP ADVERTISING
Somo Copyright & Confidential14
WHY DO WE WANT TO TRACK APP ADVERTISING
“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half” – John Wannamaker
Tracking provides the data to optimize.
It’s not MadMen, it’s MathMen.
Somo Copyright & Confidential15
WITH TRACKING YOU ARE ARMED WITH RICHER DATA
DATA WITHOUT AD TRACKING
• Impressions• Clicks• CTR• CPC• Spend
DATA WITH AD TRACKING
• Impressions• Clicks• CTR• CPC• Spend• Conversions• Conversion Rates• Conversion Value• Average Conversion Value• Return on Investment• Life Time Value
These metrics at Campaign, Creative & Media Partner powers optimization
Somo Copyright & Confidential16
MARKETERS SEE THE PROBLEM
48% of marketers surveyed state that Tracking & Measurement is their
greatest mobile advertising concern.
Source: MMA Survey, July 2012
What is your greater concern when it comes to mobile advertising?
48% Tracking and measurement
21% Cost and complexity
15% Privacy
13% Ability to scale
3% Brand safety
Somo Copyright & Confidential17 Somo Copyright & Confidential
THE CHALLENGE WITH TRACKING ADVERTISING APPS
Somo Copyright & Confidential18
WHY IS MOBILE TRACKING SO HARD?
3rd party cookies don’t work
OS App Store is a walled garden
Traditional tools are broken
Fragmented ecosystem with a lack of standards
Somo Copyright & Confidential19
THE GOOD NEWS: IT IS POSSIBLE
User clicks ad User downloads app User opens appUser completes
in-app event
Unique ID is createdat click
Device: 1234
Unique ID is createdat install
Device: 1234
In-App Events Matched to device ID
Device: 1234
Somo Copyright & Confidential20 Somo Copyright & Confidential
HOW TO SUCCESSFULLY TRACK ADVERTISING MOBILE APPS
Somo Copyright & Confidential21
THREE PRIMARY METHODS OF TRACKING APP ADVERTISING
Attribution is the method of matching a conversion event to an ad click
Device IDs A unique ID provided by the device’s OS
Method 2: Device Recognition Statistical estimation on probable matches
Method 3: ReferrersPassing data through the HTTP web call
ATTRIBUTION
Click Conversion
None are perfect
Somo Copyright & Confidential22
THE R.A.P. MIX
Privacy Accuracy
Reach
Somo Copyright & Confidential23
ATTRIBUTION METHOD 1: DEVICE IDS
Different Types:• Apple’s Device Identifier For Advertisers• Android Advertiser ID• Android ID, IMEI, MAC
68753A44-4D6F-1226-9C60-0050E4C00067
Example of Apple’s Identifier for Advertisers:
What is it?
Reach
AccuracyPrivacy
R.A.P. Mix:
Somo Copyright & Confidential24
ATTRIBUTION METHOD 2: DEVICE RECOGNITIONWhat is it?
Reach
AccuracyPrivacy
R.A.P. Mix:
AT CLICKDevice: iPhone 5COS: iOS 7IP: 170.12.252.1Time Zone: GMTPlus over 100 parameters
AT INSTALLDevice: iPhone 5C OS: iOS 7 IP: 170.12.252.1 Time Zone: GMT Plus over 100 parameters
Method of profiling devices to create probabilistic matches
• The industry lacks a standard • Insist on transparency
Somo Copyright & Confidential25
ATTRIBUTION METHOD 3: REFERRERSWhat is it?
Reach
AccuracyPrivacy
R.A.P. Mix:
It is possible to pass referrer information through the Google Play store
https://play.google.com/store/apps/details?id=com.somo&referrer=tracking_id%3D12345
This install came from:tracking_id%3D12345
Somo Copyright & Confidential26
IMPLEMENT TECHNOLOGY THAT CAN COMBINE METHODSReach
AccuracyPrivacy
Device IDs Device Recognition Referrers
Somo Copyright & Confidential27 Somo Copyright & Confidential
HOW TO LEVERAGE THE DATA
Somo Copyright & Confidential28
GO BEYOND INSTALL & ALIGN KPI’S TO BUSINESS GOALS
GAMING
• In-App Purchases• Loyal Users• Level completion• Lifetime Value (LTV)
RETAIL
• Registration• Purchases & LTV• Funnel Analysis• Cross Channel Purchases
FINANCE
• Registration• Form completes• Funnel Analysis• Calls to call center• Cross Device Users
Banners QR CodesOwnedMedia
SMSSocial
Somo Copyright & Confidential29
Day 1 7 Days 14 Days 30 Days 60 Days 90 Days 120 Days$0
$1
$2
$3
$4
$5
Banner 1
Banner 2Days From Original Install
Revenue P
er
Insta
ll
UNDERSTAND THE ROI OF YOUR CAMPAIGNS
Banner 1 Banner 2$0
$1
$2
$3
$4
$5
$6
Cost Per Install Revenue Per Install
ROI Analysis LTV Analysis
Somo Copyright & Confidential30
SHARE DATA WITH MEDIA PARTNERS
Tracking Solution
Ad Networks
DSP’s
Publishers
Desktop Analytics
Enable real-time optimization and retarget based on 1st party data
Somo Copyright & Confidential31
PUT MOBILE IN CONTEXT & ANALYZE CROSS DEVICE
Customer ID
Sync customer ID’s cross deviceExamples of customer ID:- email address
- username- account number
Respect User Privacy
Integrate mobile attribution into customer analytics
Somo Copyright & Confidential32
YOU CAN ALSO TARGET CROSS DEVICE
DETERMINISTIC PROBABALISTIC
Concrete evidence users devices are connected:
customer ID
Statistical graphs making inferred models on which
devices are connected
Current Leading Vendors
Be Pragmatic! Very Early Technology
Somo Copyright & Confidential33
HOW TO LEVERAGE YOUR DATA
Go beyond install & align KPIs to your business goals
Understand the ROI of your campaign with detailed analytics
Share data in real-time with your media partners
Cross device insights and targeting complete the picture
Somo Copyright & Confidential34
MOBILE TRACKING IN THE FUTURE
• More fragmentation
• Lots more consumer insights
• Watches & TVs will be biggest areas for advertising
• Appliances will prevent new promotional models
Somo Copyright & Confidential35 Somo Copyright & Confidential
A GAMING CASE STUDY
Somo Copyright & Confidential36
THE CHALLENGE
• A major gaming publisher was buying ads on mobile but couldn’t measure the ROI of individual campaigns
Week 1 Week 2 Week 3 Week 4$0
$20,000$40,000$60,000$80,000
$100,000$120,000$140,000$160,000$180,000$200,000
Ad Spend Revenue
• All they could do was measure performance at the app level
Somo Copyright & Confidential37
THE SOLUTION
1) Identify the business KPI’s they needed to measure
2) Implement Lithient App Tracker SDK into their app
3) Tag up their campaigns with tracking links
4) Integrate Lithient data into their internal marketing data warehouse
5) Review performance daily and optimize according to business KPIs
Somo Copyright & Confidential38
THE RESULTS: 120% INCREASE IN ROI
• Creative optimization could take place for the first time after 1 week of data • Identified DSP buys were under indexing along the conversion path and was able to adjust DSP targets to increase volume
Within 1 month the ad campaign saw an
improved ROI of 120%
Somo Copyright & Confidential39
LITHIENT APP TRACKER
• Understand your media buy
Pioneering technology that makes it easy for marketers to measure
and optimize mobile ads
• Know your consumer behavior
• Improve campaign performance
Somo Copyright & Confidential40 Somo Copyright & Confidential
Q&A
Somo Copyright & Confidential
LONDONEpworth House25 City RoadEC1Y 1AA
+44 (0)20 3397 3550
MAKING SENSE OF MOBILE
www.somoglobal.com
@somoglobal [email protected]
SAN FRANCISCO180 Sansome StreetSan Francisco, CA 94104
+1 (415) 230 2756
LOS ANGELES1530 7th St, Suite 100Santa Monica, CA 90401
+1 (310) 752 7656
NEW YORK821 BroadwayNew York, NY10003
+1 (347) 709 7666
SINGAPORE50 Raffles Place, Level 30Singapore Land TowerSingapore 048623
+65 66323551
GET IN TOUCH.
Somo Copyright & Confidential
BERLINFriedelstrasse 27D-12047Berlin
+49 176 709 84780