Welcome to the $9.6 billion U.S. mobile ad jungle. In a dark corner of the mobile app world, there is a war brewing. As more mobile advertising money continues to flow to acquire app users, the value is rapidly increasing to accurately understand what specific ad budgets are generating. In practice, that is enabling an app owner to identify the best ad sources which drive installs and activity, and act upon that data. The two leaders in this province, HasOffers and Kochava, have been conciliatory adversaries, each acknowledging, but not sniping at, the other. But with one, small, facebook announcement last week, all that looks to change.
Since 2005, we have bought mobile media for clients, and tracked subsequent activity. Somewhat surprisingly, we continue to see that across the mobile landscape that there is still an under-appreciation of the importance of understanding app analytics (not to be confused with the over-collecting of data, which is causing drowning). At Mella Media, we stress to clients that acquisition tracking needs to be a “given.” It is the front-door to knowing your users, and seeing where new opportunities lie. Ultimately, it is the top of the funnel which leads to real business goals and... Read more
The holiday season is the most important time of the year for retailers, and while many companies pulled out all the stops to ensure they cashed in, there was one key element missing: tracking online and mobile marketing offers and tying them back to in-store purchases.
In a year where initial reports showed a decrease in spending on important days like Black Friday, this missed opportunity to gather intelligence was especially glaring.
So why is this data so important? To start, the digital and physical worlds are increasingly converging, and there are so many marketing channels being used to generate awareness around holiday deals (digital, email, mobile, etc.) that it has become critical that retailers and brands can provide attribution and accurately assess which channels are responsible for driving in-store business.
Additionally, advertisers need to be sure they can connect their digital offers to the basket size of a consumer. A brand like Best Buy may get someone in the door with a deal for a 50 inch TV, but they’re offering that deal with the expectation that the consumer may also buy a Blu-Ray player, some DVDs and a few other items as well. When assessing the effectiveness of the campaign, just... Read more
AdWords spend sucks up a chunk--in many cases, a massive chunk--of many marketers' budgets. PPC, depsite its downfalls, is a quick and relatively cheap way to drive significant amounts of traffic in a hurry. It's also a way for a growing company to appear on page 1 of Google immediately. And, not to mention, appear when and where you want to appear. AdWords is awesome, but how do you take your spend to the next level? What can you do to improve your ROI?
Here are 4 tactics to try:
1) Use Call Tracking to Analyze Which Ads Generate Calls
Are you getting credit for every lead your AdWords campaigns generate? If you're not using call tracking you're not.
Call tracking for PPC allows marketers to track the precise keywords, campaigns, and even ads that are generating phone calls. LogMyCalls uses a tool called Dynamic Number Insertion (DNI) to dynamically display a phone number to a web visitor dependent upon the parameters you set. In other words, different phone numbers can actually appear on the same landing page dependent on the campaign, ad, or keyword. So, for example, if you're A/B testing ad copy for a specfic ad, the people that click on ad... Read more
In a world where measuring change in customer behavior and the financial impact that results is secondary to volume-based metrics, like take rate, marketers are often left with a false sense of success.
In working with marketers across the globe, I’m often reminded of my favorite line from the classic movie City Slickers, staring Billy Crystal, Daniel Stern, and Bruno Kirby. For those of you who have not seen the movie (come on… really?!), it follows three city guys who go to a dude ranch in their search for a renewal of life.
In one scene, the three men are herding cattle from one location to another under the watchful eye of Curly, the herd master. Just as they finally figure out how to drive the herd, they run into a horrific storm and the characters yell out:
Ed: “We're doing great, guys! We're driving them!”
Phil: “Ah, that's perfect! We're lost but we're making good time!”
Marketers often fall into the same trap – running tons of campaigns that lead to a vicious cycle where regardless of the activity and effort, they end up like Ed, Phil and Mitch – in the same spot.
It’s the classic assumption that ‘doing more gets more.’... Read more