10 Tips for Leveraging Big Data for Mobile Marketing

Eye for Travel | Miami | June 2014

Heather ForsytheSr. Director of Marketing

@MsAdventurous

heforsythe@gmail.com

LinkedIn.com/in/HeatherForsythe

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TripIt: the perfect travel companion

“Consumers have never been more connected – but it’s never been harder to connect with them.”

– Tom Daly, Coca Cola

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Ensure you have the right data infrastructure

Third partydataActionable Intelligence

Tip #1

Database

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87% of consumer time spent on mobile…is in apps.

Incorporate in-app advertisingTip #2

Source: Nielsen

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In-app advertising: example

• 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

1 2 3 4 5 6 7 8 9 10 11+0%

5%

10%

15%

20%

25%

30%

35%

40%34%

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

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Target Android users by device type

…to reach the higher-income users more likely to purchase travel.

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7.2BWorld Population

4.5BMobile PhoneUsers1B

Facebook MonthlyActive Mobile Users

Get on Facebook. Now.Tip #4

Sources Facebook Q1 Earnings Report, eMarketer, worldometer.info

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Facebook has powerful targeting options

Use current user data to build exclusion lists and lookalike segments

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Facebook ad format mimics native app experience

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Facebook vs. Alternative Mobile Advertising

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

Banner DSP Facebook0%

50%

100%

150%

200%

250%

300%

350%

100%72%

292%

Banner DSP Facebook0%

20%

40%

60%

80%

100%

120%

140%

160%

100% 94%

135%

Banner DSP Facebook0%

100%

200%

300%

400%

500%

600%

700%

100%

225%

619%

Banner DSP Facebook0%

20%

40%

60%

80%

100%

120%100%

71%63%

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• Utilizes real-time bidding exchanges (RTB)

• After Facebook, RTBs offer the most granular level of targeting

• Highly efficient, rapidly growing traffic source

Leverage programmatic (dynamic) buying

Tip #5

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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

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Pro PurchasePro TrialFree

Sign-upApp

launch

Mobile downloa

d

Click-thru

Impression

Move beyond the downloadTip #7

CPM CPC CPI CPA-1 CPA-2 CPA-3 LTV

26% of all apps downloaded are used only once.

- Localytics, July 2013

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FYI, TripIt uses

Consider an optimization partnerTip #8

1. Provides automated optimization

2. Optimizes on post-download events3. Integrated with ad tracking and attribution4. Enables broad media deployment

What to look for:

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Don’t forget to tailor the contentTip #9

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Utilize location-based data

Tip #10

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10 Tips for Leveraging Big Data for Mobile Marketing

1. Ensure you have the right data infrastructure2. Incorporate in-app advertising

3. Don’t forget about Android

4. Get on Facebook. Now.

5. Leverage programmatic (dynamic) buying6. 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

Heather Forsythe

@MsAdventurousheforsythe@gmail.com

LinkedIn.com/in/HeatherForsythe