in god we trust – all the rest need data | itamar benedy
TRANSCRIPT
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#datadrivenmarketing @BenedyItamar
In God We TrustAll The Rest We Need Data
In God We TrustAll The Rest Need Data
@BenedyItamar#datadrivenmarketing
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Nice To Meet You!
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Itamar BenedyVP Strategy & Apps, glispa
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What’s Going On In The Mobile World?
2,500 appsare submitted to 3 biggest
app stores daily
70%of apps generate lessthan 5,000 downloads
35%of app developers makemore than $100 a month
$8.3 blnis worldwide revenue
of app stores
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Mobile Industry Challenges
80%of app store revenue is from 20%
of the app store developers
$10 blnloss in mobile advertising ecosystem
because of lack of transparency
$1.3 blna year costs mobile fraud for advertisers
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How To Succeed?
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DATA
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data do I need?
WHAT
do I need it?
WHYto use it?
HOW
can I get it?
WHERE
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WHYDo I Need
Data?
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Data-Driven Marketing Strategy
DATA
App StoreOptimization
UserAcquisition Monetization
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Use Data To Make the Right Decisions
More Engageme
nt
Better Targeting
Product Optimizatio
n
User Acquisition
MarketingStrategy
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WHATData Do I
Need?
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Location-Based Time Geo Gender Age Group
Demographics Interests Behavior Acquisition Source IDFA/User ID
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!
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Each click, open, like, repost, download,
and even uninstall is another
speck of goldto mine from a river of
data.#datadrivenmarketing
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WHERECan I Get
Data?
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Go Social! | Add A Social Login
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Go Social! | Create A Social Layer
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Go Social! | Talk To Your Users
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!
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Data-management platforms
(aka DMPs), app permissions,
in-app analytics and tracking
solutionsare great
sources of data
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HOWTo Use Data?
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Publishers
Precise Targeting
eCPM Increase
LTV Increase
BasicOS
DeviceGeoAge
SpecificLocation
TimeBehaviorInterests
+
More Valuable IDFAs/IDs
Higher Valuation
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!
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Successful Monetization =reprocessing data
in a smart way#datadrivenmarketing
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More Relevant
Users
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Advertisers
Better Targeting
Cheaper UA
More Relevant Users
BasicOS
DeviceGeoAge
SpecificLocation
TimeBehaviorInterests
+
LTV Increase
Higher Valuation
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!
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The more precise data you give toad platforms, the better results you
get.Be more
transparent!
#datadrivenmarketing
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Advanced Data Analysis
Analyze full customer journey
Predict user behavior Increase LTV
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Data Policy Issue
Facebook? Apple?
Go Beyond!
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Is DMP An Option?
Source: Adexchanger
DMP
C
C
C
S
IDFA
IDFA
ROKU
Media Data Collection
&Aggregation
Display
Video
Mobile
Social
YouTube
…
UID by DMP
Chrome
Mozilla
Opera
Safari
Apple
Apple
Roku
User Matc
h
DATA OUTDATA IN
Optimize your approach to PEOPLE
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Data-driven “second app economy” marketing:focus on virtual items (VIs) – not apps
Value-Driven Marketing By
Source: TROPHiT
New Targeting Opportunities
New Optimization Functions
New Analytic Decisions
UpgradeAd Units
Add NewAd Units+
New Data Layer
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Virtual Item Exchange NetworkRecycle your old VI leftovers for new VIs in new games
Value-Driven Optimization
FPSStealth
Mayhem
RPGOffenseDefense
PuzzleNoviceExpert
The DualOffer Ad UnitOne of the offers is always less attractive by user’s nature
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FreebiesTurn interstitials into gifts
Virtual Item Examples
MINI GAME COMPLETED
!
YOU’VE EARNED:
50 GemsCLAIM IN GRIZZLY
BATTLES II
Playable AdsTap into the “achievement
moment” psychology
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Don’t hide what you’re after Respect user's privacy Think outside of the user data box Define the end goal Use data with caution
5 Ways to Turn Data IntoBetter Campaigns
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Understandyour users and you’ll
ROCK!
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www.glispa.com
Sophienstrasse 21A 10178 Berlin, Germany
+972 5 44 580 377 [email protected]
Skype: Itamar.Benedy+972 77 220 6209 linkedin.com/in/itamarbenedy