Mobile Marketing Automation
1 like1,208 views
The document discusses mobile marketing automation as a tool to measure and grow monthly active users (MAUs) of mobile applications. It highlights the importance of using user analytics, attributes, and personalized messaging to enhance engagement and avoid spammy advertisements. The company Carnival specializes in helping brands connect with mobile users through targeted messaging and detailed analytics.
Mobile Marketing Automation
- 1. M O B I L E M A R K E T I N G S U I T E Mobile Marketing Automation Sam Jarman - iOS Developer
- 2. Me • Sam Jarman • Christchurch Lad, UC Grad • BSc(Hons) • Research in CS Education • Doing iOS Stuff since ’09 • Love to solve problems • Strong interest in marketing
- 3. Let’s talk about Ads @samjarman
- 8. Let’s talk ratios Billboard : Sky Ad : Newspaper Banner : Website Banner : iPhone screen @samjarman
- 10. @samjarman
- 11. Online advertising needed something new @samjarman
- 12. But at the same time… @samjarman
- 15. It was all about Downloads @samjarman
- 16. Downloads • Shows you how good your initial marketing was • Users can be bought (CPA) • A single figure • That’s…it. @samjarman
- 17. What it isn’t • How many people opened the app after downloading • How long people used it • How long they kept it on their phone • Where they are in the world • Who your users are • How many people use your app in a month • …etc… @samjarman
- 19. What do we really care about? @samjarman
- 20. How do I know if my app is Engaging? @samjarman
- 21. Monthly Active Users MAU How many people are using your app every month @samjarman
- 22. Mobile Marketing Automation is a new technique to measure and grow your MAU @samjarman
- 24. Concepts • Users • Devices • Attributes • Events • Audiences/Segments • Analytics • Messages • Personalisation @samjarman
- 25. Users • Download your app • Might have a login or be anonymous • May exist across multiple apps • Do things • Are things • Have things about them @samjarman
- 26. Devices • Have a make and model • Have a certain version of your app on them • Have an install date, last used date • Locale • Location @samjarman
- 27. Attributes – Limited • Name • Gender • Email • Age These are obvious - but are they actually useful? @samjarman
- 28. Attributes that matter • Last Purchased Date • Current Level in Game • Have shared to Twitter/Facebook • Have purchased a certain In App Purchase • Near a store • Favourite Coffee • Usual retail store • Loyalty Stamps of out 10 • Etc… so many more based on your app’s context
- 29. Attributes Data Types • String (name, preferred location, etc) • Integer (whole numbers, -X to +X, current level etc) • Floats (average score, etc) • Date (last used, last seen, last opened etc) • Booleans (have tweeted, is loyal etc) • Lists (user’s favourites etc)
- 30. Events • Shared to facebook • Purchased IAP • Walked by a store • Finished a trial period • Levelled up in the game • Looked at Screen/Page X • Game Over
- 31. Segmentation • You can create segmentations of your audiences based on Custom Attributes, Tags, Events. • You then can decide what will increase the engagement of those users • Or what will make their interaction with the app better or more valuable to them
- 32. Analytics • Time in App • Monthly Active Users • App Opens • App Uninstalls • Geography • Technology • Live Opens • Event frequency • More!
- 33. Analytics • Goal is to attribute responses to actions • How many opens did this push message cause? • How many impressions did message X get? • Are our assumptions for messaging working? • Am I sending at the right time of day?
- 34. Messages • Text • Link • Image • Video • Fake Phone Call • URL
- 35. Messages • Appear in a stream (or not) • Have analytics with them • Impressions • Read counts etc
- 36. • Appear in a stream (or not) • Have analytics with them • Impressions • Read counts etc
- 37. Personalisation • Use of Liquid Tempting (ex Shopify) • Hey {{first_name | there}}, we see you’re on level {{current_level}}. This can be tricky. We suggest using a power up to defeat the boss!
- 39. Targeting vs Personalisation No Targeting Targeting No Personalisation Pointless Okay Personalisation Meh Awesome!
- 40. Targeting vs Personalisation • “Check out these new Next Top Model things” • “Hey Sam, check out these new Next Top Model things” • “Check out these Doctor Who things” • “Hey Sam, check out these Doctor Who things”
- 41. Summary • Super powerful set of tools techniques for automating and creating content for users. • Increase value for users and increase engagement. • Measure that increase to improve on it.
- 42. BUT WAIT! Isn't this just spam?
- 43. Nah. • Ads are annoying and spammy when they aren’t for you • We let target users based on many attributes • They have the power to send very targeted messages that truly engage users • TL;DR Messages for YOU are not annoying.
- 44. So, yeah, someone should do that.
- 46. What is Carnival? • We’re an Mobile Marketing Automation company • Formed in 2008 out of Polar Bear Farm - the world’s first iPhone software company • We help brands engage their audiences on mobile • VC Funded - Raised $2.4m USD in 2013 Guy Horrocks Cody Bunea
- 47. What we do • Work with large, typically American brands to help them engage and retain mobile users • Integrate our SDK into their iOS and/or Android app
- 48. • Use a dashboard to view analytics, insights and create targeted messages • Our software delivers these messages on time, to the right people What we do
- 49. Our Customers
- 50. Case Study - 1D
- 52. Demo!
- 53. Interns?
- 54. Thanks! Questions? Sam Jarman | iOS Developer | Carnival.io | @samjarman