Posts Categorized: Mobile Marketing

How Caesars, GEICO and the Oakland A’s Used Data to Disrupt Their Market

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Innovation mobile analytics - KontagentDavid Gutierrez will be a speaker at Kontagent Konnect 2013 in San Francisco on May 20-21. Register now–space is limited.

There’s a lot of talk about the need for companies to be more data-driven in their decision making process. It’s a mantra that’s often repeated throughout the mobile industry. But what does being “data-driven” actually mean?

Most of you already know the basic concept of data-driven decision making. In essence, it entails tracking and analyzing your data in order to guide your business decisions. While this is an accurate description, it doesn’t tell you much about what data can really do for your business. Incorporating data-driven decision making throughout your organization can raise your revenue, customer loyalty and any other business goal dramatically, especially for those of you in the mobile space.

You don’t have to look very far to find examples of data-driven decision making success stories. Caesars Entertainment, GEICO and the Oakland Athletics are just a few examples of organizations that have used data-driven decision making to change the course of their businesses for the better. So what did they do exactly and how can you replicate their success? Continue Reading…

Mobile Marketing: Waiting for Darwin’s Shoe to Drop

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Darwin Marketing - KontagentBy kScope guest contributor
Matthew Wilcox, Senior Vice President, Marketing and Interactive Services at Zions Bank

Matthew Wilcox will be a speaker at Kontagent Konnect 2013 in San Francisco on May 20-21. Register now–space is limited.

It used to be standard practice, almost obligatory, to open articles like this one with statistics about the number of your customers who are, or who soon will be, shopping via mobile devices. No longer.

The patent ubiquity of mobile devices has rendered the use of scary, “get-with-it” statistics all but quaint. Unless you’ve been living in a cave, you already know that you can throw a stick and hit a dozen people shopping on mobile devices. And you also know that it’s imperative to accommodate these customers or risk losing them. But the question becomes how do you convince them that your mobile experience is better than the competition? Continue Reading…

The Challenges in Turning Freemium Casino Players into Online Gamblers

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Social and Mobile Casino Games Laptop - KontagentDavid Gutierrez will be a speaker at Kontagent Konnect 2013 in San Francisco on May 20-21. Register now–space is limited.

There’s no doubt that there will be a lot of profit to be made in online real-money casino gambling. It’s a $30 billion industry set to grow to $40 billion by 2015. While this is definitely nothing to sneeze at, the problem for most online casinos is that the cost of acquiring new players is very high, at about $200 per customer.

On the other hand, social and mobile freemium casino players are much less expensive to acquire, taking only about $1 or $2 to hook new players. Of course, the caveat is that since real money isn’t wagered in freemium casino games, these players also generate less revenue for the industry ($1.6 billion in 2012). In general, their lifetime value ranges from $10 to $78 per customer compared to about $1,600 for the average online casino gambler.

From a business perspective, the obvious solution then would be to try and convert freemium players into real-money gamblers. This would allow online casinos to reduce acquisition expenses, while boosting revenue. And that’s exactly what some pioneers have been trying to do.

The problem is that it hasn’t been working very well, and it probably won’t—with good reason. Continue Reading…

Conde Nast and Yahoo on the Changing Mobile Landscape

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Conde Nast’s Ned Newhouse on how mobile is changing content creation; Yahoo’s Patrick Albano on the right mobile analytics solutions to effectively track ROI.

Unless you’ve been living under a rock for the past couple of years, you’ve heard all the hoopla about how mobile is revolutionizing the way we live and work. What you may not realize, though, is that when it comes to how businesses are approaching their mobile strategies, it’s upside-down. According to more than 1,300 business leaders worldwide who participated in a study we conducted with Econsultancy:

  • While most companies are rushing into mobile, more than two-thirds of them admit to not having well-defined mobile strategies.
  • Less than 30% know which specific key performance indicators to track.
  • Yet 75% plan to increase spending for marketing and development in their mobile channels in 2013.

Kontagent recently hosted a forum in New York City to address these discrepancies. Attendees included select executives from leading brands such as Macy’s, Tory Burch, Citi, Gilt Groupe, American Express, ESPN, Barnes and Noble and Travelzoo. We led the discussion with these following panelists:

Kontagent kScope - Ned Newhouse Patrick Albano

 

 

 

 

 

Here’s what they had to say:

Continue Reading…

Got a Struggling App? Save It with Cohort Analysis

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Cohort Explorer and Revenue Analysis - Kontagent

One of the most important events in measuring a customer’s lifecycle of engagement with an application is the moment when they install or first monetize. Understanding those critical days, weeks or even months afterward are what can determine either the success or failure of an application.

How does one continue to monitor these essential metrics when customers are in a constant state of flux you ask? The simple answer is cohort analysis. While statistical in nature (and a tongue-twister to say), cohort analysis is an extremely powerful tool that can benefit nearly every role: product managers, marketers, executives and analysts alike. Continue Reading…

The Secret(s) to Increasing Mobile User Acquisition

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User Acquisition - Kontagent

Mobile is the future of business. I know, you’ve heard this before, but it’s worth mentioning again. Why? Because the app market is a $25 billion industry that has more than doubled in value every year. With growth like this, if your business isn’t in mobile now, it better be soon.

But having a mobile presence alone isn’t enough. To succeed, you need a long-term mobile strategy, something seriously lacking by three-quarters of mobile businesses today. A big part of this strategy lies in user acquisition. Because having the best mobile experience in the world doesn’t mean much if no one is using it.

As a loyal kScope reader, we know you’re smart (obviously). We know you’ve done your homework, tenaciously scouring the Web for tips on boosting mobile user acquisition. So we won’t bore you with what you already know. What we will do is tell you something fresh. Something that might just help you grab a bigger piece of that multibillion dollar mobile pie. Such as… Continue Reading…

Mobile Businesses: Are Your Eyes Bigger Than Your Stomach?

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Kontagent kScope - Introducing Mobile Customer IntelligenceWhen it comes to mobile, a lot of companies are biting off more than they can chew.

That’s according to the findings of the “2013 Mobile Strategy and Sophistication Study,” a report we’ve just recently published with Econsultancy. In it, we learned about the market’s readiness to succeed in mobile, as well as the main drivers of success. Through all the incredibly insightful data, here are a few data points in particular that hit home:

  • 75% of you don’t have a solid mobile strategy that extends beyond 2013
  • 72% of you don’t have a concrete plan to measure your mobile app and marketing efforts
  • Still, 67% of you plan to spend more on your mobile efforts this year

Do these figures make you nervous? How prepared are you for mobile success? Well, since 75% of you self-reported that you’re likely not prepared (and another 20% are just really optimistic), we decided it was time for a change. Continue Reading…

What Former Groupon CEO Andrew Mason Could’ve Done to Save His Job

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Andrew Mason Former Groupon CEOBy now you’ve probably already read ousted Groupon CEO Andrew Mason’s delightfully candid goodbye letter to Groupon employees.

In it, Mason says bluntly, “I’ve decided that I’d like to spend more time with my family. Just kidding—I was fired today.” You don’t get more honest than that, especially when the speaker is the founder of a multimillion dollar corporation.

And like most big news stories these days, the Interwebs was quick to pounce on Mason’s farewell letter—and dissect the heck out of it. Now generally, I can trust my social media and blogging brethren to cover every angle possible of every piece of breaking news. But for some reason, this time around no one seemed to notice the proverbial elephant sitting smack-dab in the middle of Mason’s letter.

Those who read closely enough might’ve been able to spot a secret—one that could’ve saved Mason’s job and perhaps even prevented Groupon’s sagging revenue. Continue Reading…

From Analytics to Intelligence: 7 Tips for Mobile Success

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Click here to view full webinar.

We all know mobile is the new frontier for business, but do you know what that even means for your business? Because remember when the Internet was the new frontier for business? And remember what happened to brands that didn’t have a solid Web plan? Recall Pets.com, anyone?

Data is the answer, or rather it’s being able to leverage it to measure and drive the most mobile customer lifetime value.

We recently hosted a webinar on the future of the mobile industry and the transition from user analytics to mobile customer intelligence. Our guest was Rand Schulman, co-founder of the Digital Analytics Association (formerly Web Analytics Association), provided insights on what he learned when consumers moved to the Web, and the similarities between that and what we’re seeing now: the shift from Web to mobile. Here are seven tips. Continue Reading…

What Sephora Can Teach You About Mobile Retail

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Valentine’s Day is tomorrow, the unofficial start of a long weekend of love and romance. Ladies worldwide will want to look their best—whether they’re in a relationship or not.

Fortunately, we live in an age where it’s easier than ever to access your favorite shade of NARS lipstick or signature Chanel perfume. Here’s an example: Sephora, one of the world’s largest beauty and cosmetics retailer, is leading the way with a mobile strategy that took off with the introduction of Apple’s Passbook in the fall of 2012. And Sephora isn’t slowing down anytime soon.

In fact, Sephora is fast becoming a big-brand pioneer when it comes to using a strong mobile strategy to lift user engagement and drive sales from its increasingly loyal customer base. Here’s what you can learn from it: Continue Reading…