Programmatic marketing is gaining traction in the marketing industry. Business Intelligence has recently reported that advertising via real-time bidding platforms will account for over 33% of US digital ad sales in 2018 – having grown from 3.1 billion US in 2013 to 18.2 billion US. That is a humungous shift, and it shows that automation in marketing is gaining more interest, trust and ultimately investment in the marketing industry.
And at the heart of any programmatic form of marketing is data. For mobile marketing platforms, a robust data processing and analytics system is essential. A system that can feed back strong predictive information on downloads such as user retention and purchase information can help business market precisely and see better ROI.
But what is the current state of data analysis in mobile marketing tech – how do mobile platforms process their data? And how can understanding the data analytics practice of mobile marketing platforms help mobile businesses expand and drive more business?
What does a mobile marketing platforms data system do?
As mobile marketing platforms branch out and provide more products to help app developers acquire users, the marketing agents need more robust data systems that handle a myriad of information sources and types of metrics. In a nutshell, a data system gathers data, unifies them, stores them, conducts predictive analytics on them, updates data with real-time inquiries, calculates specified metrics offline and finally displays the data’s results in an (ideally) readable format.
The data system will sit at the heart of a mobile marketing platform and help the rest of the company’s organs, such as the performance marketing network or ad display network, perform and optimize their operations. By processing data that comes from tracking app ad displays through to installs and actions like payments, a data platform can guide advertisers on which ad display channels are performing well, and which are lagging, and ultimately give guidance as to where ad display budgets should be allocated.
At the same time, publishing channels can also get metrics that help them better understand which ad display perform better than others so that they can optimize monetization. Not only can a strong data system offer huge benefits to mobile advertisers, it can also offer important insights into the mobile marketing industry – like what kind of apps do well and where.
How does mobile data analytics enrich an advertising campaign?
A key aspect of data platforms is their ability to support advertising automation. The data, when processed, can allow ad display systems to automatically select the optimum ad creative in real-time. A data analysis platform can be plugged into the various components of a marketing ecosystem to help bolster real-time bidding (RTB) in automated advertising. Data systems support demand-side platforms (DSPs), digital market places (DMPs) and supply-side platforms (SSPs).
For example, an advertiser on the demand side can create ad campaigns according to specific requirements. These requirements, such as targeting a specific GEO or an age range of users or particular user interests (fashion, sports and RPGs etc.), will then determine where the client’s adverts get displayed and to whom. The marketing platform’s data provides detailed information based on previous campaigns and publisher network statistics to ensure that the client gets an ad placement at the right time and the right place as soon as the opportunity arrives. Ultimately, automated displays are highly precise and lead to not only more app downloads for clients, better results (ROI) from those new users.
What’s next for programmatic data analysis?
Whilst there are still worries about mobile marketing automation, it is still the clear trend for the future of digital marketing. As marketing platforms technology gets stronger and more precise, the benefits of automation will become more obvious and open. At the moment, brands have shown concerns about loss of control over ad placements and a lack of transparency. But as companies provide better and more integrated ad campaign dashboards, that are better able to utilize vast pools of data, brands will be able to achieve more control than they did in the past.