Mobile Media Tracking Unveiled

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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

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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.


Learning Objectives

Understand the challenges of tracking apps

Different mobile tracking methodologies

How to leverage your data


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


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


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!


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.


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:


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:

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CONSUMER BEHAVIOUR


PEOPLE ARE SPENDING MORE TIME IN APPS THAN MOBILE WEB

Source: Flurry April 2014


MORE TIME IS SPENT IN APPS THAN ON DESKTOP

Source: ComScore Feb 2014


THE BENEFITS OF TRACKING APP ADVERTISING


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.


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


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


THE CHALLENGE WITH TRACKING ADVERTISING APPS


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


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


HOW TO SUCCESSFULLY TRACK ADVERTISING MOBILE APPS


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


THE R.A.P. MIX

Privacy Accuracy

Reach


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:


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


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


IMPLEMENT TECHNOLOGY THAT CAN COMBINE METHODSReach

AccuracyPrivacy

Device IDs Device Recognition Referrers


HOW TO LEVERAGE THE DATA


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


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


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


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


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


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


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


A GAMING CASE STUDY


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


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


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%


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


Q&A

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Mobile Media Tracking Unveiled