Mobile Commerce and Analytics

Question 1

• Explosion of Big Data from Mobile

Answer 1

o In App Purchases
o Mobile Content
o Mobile Ads (mobile marketing)
o Mobile Commerce (purchases)
o Interdependency: between channels (online (web), offline, mobile) & between devices
o Granular user-level data • Second to second user interaction with mobile devices • From location to location to location • Person to person interaction

Question 2

• Travel Patterns and Mobile Internet Usage

Answer 2

o • The variance of users’ travel patterns is a stronger predictor of their m-browsing and m-commerce usage compared to the mean.
- b/c it’s usually related more to affluence and shopping savvy
o • By mining your contextual data captured from your smart phone usage companies can predict a user’s travel path and send more targeted ads.
o • If a cosmetics company wants to promote its sale at Times Square it can show ads only to the people who are currently nearby or to people who have a higher likelihood of coming to that location.
o • Advertiser wants the right person to see their ad at the right time on the right device at the right location
- o Work to add value to get customers to turn on location services

Question 3

Geofencing

Answer 3

Operates on GPS, cell and WiFi tower data. Locates user in a space. Can be any shape, not just curcle. Triggers SMS, display or ad when person enters or exits a space.
o E.g., facebook feeds
o Push / SMS notification

Question 4

SMS

Answer 4

Text notifications

Question 5

Beacons

Answer 5

Placed physically using bluetooth, 10-50 meters and sends ads based on distance from beacon

Question 6

NFC

Answer 6

Near field communication
Like tapping phone to pay
Operates on specific RFID frequency (13.56MHz)
Used mostly for contact pay
But can also be sued for smart retailing

Question 7

OOH digital

Answer 7

o Billboards being targeted based on yr, make, model of car

Question 8

Mobile Ad Influence

Answer 8

Mobile ads influence both web clicks and mobile clicks –> mobile and web conversions

Question 9

CTR

Answer 9

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%. Each of your ads and keywords have their own CTRs that you can see listed in your account.

Question 10

Mobile Ad Influence

Answer 10

• Mobile Ad Influence
o Mobile ads influence both web clicks and mobile clicks –> mobile and web conversions
o Web & mobile ad exposure has higher benefit to Web only more than mobile only in influencing conversion in research; CTR was similar. they are compliments

Question 11

Multi-screening modes

Answer 11

sequential or simultaneous

Question 12

App Economy Revenue Distribution

Answer 12

Paid-for app no longer highest paid

in-app purchases increased now to largest, driven much by gamification (pay to play)

Question 13

App retention

Answer 13

Lose 62% after first month

Month 2: 38%, 2 29%, 3 24%, 6 14% 12 4%

Question 14

App goals

Answer 14

User Acquisition
User retention
Monetization

Question 15

When do customers use the most?

Answer 15

7-11p highest, TV, Internet, Apps