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Data in the Real World: Leveraging Mobile Intelligence to drive results

Data in the Real World: Leveraging Mobile Intelligence to drive results. Vivek Gadiraju Director of Product Management – Mobile Services Verizon. It starts with an Audience…that’s quickly moving to mobile. SMARTPHONE ACTIVITY*. SOCIAL ALREADY MOBILE +. DATA TRAFFIC EXPLODING*.

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Data in the Real World: Leveraging Mobile Intelligence to drive results

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  1. Data in the Real World: Leveraging Mobile Intelligence to drive results Vivek Gadiraju Director of Product Management – Mobile Services Verizon

  2. It starts with an Audience…that’s quickly moving to mobile SMARTPHONE ACTIVITY* SOCIAL ALREADY MOBILE+ DATA TRAFFIC EXPLODING* Smartphone penetration is growing exponentially 61% 80% 70% of Smartphone users using social media 2013 2017 ~45% growth projected YOY Verizon captures 2,000 TB/ Day 58% of social media time 1 TB (Terabyte) = 1,000 GB 200 Metadata/ Day What site? What page? Last site? Next site? From where? What time? What app? From who? 4 in10 users bought after social sharing Data Sources: * Verizon Data + VisionCritical “From Social to Sale” June 2013

  3. Mobile Marketing Landscape Market Trend Mobile is growing aggressively. Time spent per month is expected to grow by more than 148% and mobile ecommerce by 190% over the next 4 years* The Challenges Data fragmentation across channels, which leads to difficulty in reaching the right audience The Approach Until Now Probabilistic matching via complex identification algorithms—with mixed and limited results * Source: IDC Worldwide New Media Market Model 2013

  4. Customer behavior encompasses switching from one screen to another 2013: IPSOS and Google

  5. Customers most use multiple devices FOR their buying process 2013: IPSOS and Google

  6. Are digital marketers targeting customers across devices efficiently? Messaging

  7. There is a large opportunity to help marketers reach customers effectively/efficiently 31% of respondents said “ they are NOT really ready”. 62% said “Their message/delivery/execution” were not aligned. 7% of respondents said “ they are really ready”. Source: E-Consultancy with Oracle Marketing Cloud, August 2014

  8. How do we leverage Oracle BlueKai and Verizon’s combined solution to target cross device targeting audiences?

  9. Power of Verizon Data Verizon + 3rd Party Reach • ~70M active subscribers • ~45M subscribers with at least one mobile browsing session/day • ~6B mobile browsing transactions/month Mobile browsing and location data augmented with 3rd party data such as demographics Precision ID Scale Variety • >330 TB of mobile data/day • US-wide location view • 24hr view of browsing and location View across various types of mobile traffic – video/audio/text

  10. Power of Verizon Data – How It works

  11. PrecisionID™ Powers Audience Targeting Where Others Can’t The Privacy-Safe Precision-ID Unlocks Verizon’s Consumer Data to Build Addressable Audiences. Device & OS Agnostic Precise Audience Identification Custom List Matches Cross Web + App PrecisionID™ Addressable Audience Solutions Cross-Platform Reach 1:1 ID Accuracy Measurement + ROI

  12. Precision Retargeting Online & Offline to Mobile Retargeting: Precise, Relevant & Cross Device. Retarget Customers by: • Finding Online Visitors in Mobile • Browsing behavior on site, ex - page visits, product views • Actions taken on site, ex - cart abandonment, incomplete registration or sign-up • Offline sales 15% OFF YOUR NEXT PURCHASE

  13. The Current Landscape • Providing a unified view of a user across screens Precise user identification which enables: Data activation platform which enables: • Higher accuracy of mobile IDs based on precise, not statistical, user identification • Scale in both 1st and 3rd party mobile data • Rich mobile specific data sets/reporting • Significant install base of Fortune 100 customers • Audience management and segmentation for 1st and 3rd party data • Audience and media analytics • Multi-channel targeting

  14. Re-message to Re-engage customers Online & Offline to Mobile Retargeting: Precise, Relevant & Cross Device. • Finding Online Visitors in Mobile • Browsing behavior on site, ex - page visits, product views • Actions taken on site, ex - cart abandonment, incomplete registration or sign-up • Offline sales

  15. Solution Overview Engage Discover CRM Website Media Verizon Digital Media Services + Buy Explore

  16. Precision Results: Unlocking Success \ • Effectively reached high-interest prospects and generated a2X higher engagement than the industry average • The campaign delivered 22% higher CPC efficiency \ • Generated a 2.5X higher engagementthan the industry average • Drove a 14% increase in average daily app downloads • Conversion rates were 2x higher than industry benchmarks \ • Added 80% incremental mobile uniques to the baseline audience - 13x higher than the other mobile targeting provider • Drove a 23% lower CPU than the other mobile targeting provider \ • Verizon Wireless tapped into Precision’s list-matching capability. This provided a 1:1 direct match of the PrecisionID to non-email responders • Precision delivered a 47% higher CTR than industry benchmarks • CampaignAdded additional lines to existing Verizon accounts

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