Eric Garcia, Fiksu on Data-Driven Mobile Advertising [VIDEO]

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Eric Garcia, Client Account Director, EMEA, Fiksu was interviewed at the App Promotion Summit Berlin 2014 by Peggy Anne Salz of MobileGroove. They talked a bit about mobile programmatic advertising and the role of data in mobile media planning and buying. We are now able to share video and audio recordings as well as a transcript – thanks to Eric for the interesting insights.

Eric Garcia, Fiksu on Data-Driven Mobile Advertising Video

Eric Garcia, Fiksu on Data-Driven Mobile Advertising Audio

Eric Garcia, Fiksu on Data-Driven Mobile Advertising Transcript

Eric Garcia, Client Account Director, EMEA, Fiksu. Interviewed by Peggy. App Promotion Summit Berlin 2014.

Hi, I’m Peggy Anne Salz at App Promotion Summit in Berlin. I’m here with Eric Garcia from Fiksu. Eric, let’s start off, what is Fiksu? Tell us about it.

Fiksu is a marketing platform with the goal of buying programmatically into the mobile ecosystem, wherever that user and that traffic source is. Whether that’s real time bidding, social, through the APIs, incentivized or a traditional banner. We want to go across the mobile ecosystem and be able to, in a closed-loop way, react to the data that we are getting and redeploy into the market place.

I think that’s really key because you make a lot of emphasis on your data-driven, data fueled, talking about, not exactly your take on programmatic, but your approach to it. Could you fill me in on that?

Yeah. Essentially, programmatic is a way to do machine learning buying. You want to be able to, in an automated way, figure out what a buying decision is worth. You want to be able to execute on that, and you want to be able to feed that information back into your system so that you’re able to execute it better with every decision that you’re making.

Exactly that. Take, for example, I’m an app developer saying, “Yes, absolutely, I’m sold on this. I believe in the power of analytics data-driven,” how do I do exactly that? Part of that is the data I’m collecting. The other is how I’m combining with other data. What advice could you give there?

The best advice I can give is, for your own data, own it. Have the systems capable of collecting that in your servers, being able to store and sort that data so that you can use it, regardless of the partner that you work with. Then it’s about working with the right partners to figure out what data is available. Find data-rich traffic sources, and be able to execute on that using your own first party data as well as third party data available.

Your presentation is very interesting because you were also saying, if you don’t harness this properly, you could be short-selling yourself as well as your users. Give us some detail about that. What do I need to do to get the most value and mileage out of my data, really? I own it. That’s one. What else?

It’s really about spending some time to actually analyze it, really figuring out, what are your cohorts that respond the best? Not only from a app optimization side, because a lot of people have robust analytic suites to optimize how users interact with their app, and their user flow once they’re in the app. But it’s about marrying that up with the marketing funnel, where are your users coming from? How do you optimize that piece, and how do you optimize across all of those to marry it together? That does take a lot of time and effort. Some of that has to be done in your own sources as well as that a lot of that finding the right connections because you’re an app development company. You’re not an analytics company, and it’s important to focus on what’s giving you the most value for your time.

We talked about those challenges. Do you have an example of maybe a company that’s got it or in a correct direction? Because, it varies and we want to leave with some advice here. What would you offer?

There are a lot of companies that are on the right approach. You look some of the very analytics-driven companies, you have your Groupons and you have very large companies that are spending a lot of time and effort to make that happen. They can afford that. There’s also a lot of different game developers, both large and small, that have been able to, whether that’s themselves or utilizing off-the-shelf technologies, or utilizing complete solutions, to be able to really figure out how they’re going to develop their app and the direction they’re going to go with their marketing.

The challenge seems to be also understanding the feedback loop. Can you explain that in some more detail on how to tap into that information?

That ends up being kind of a fundamental piping question of how the ecosystem is built. It’s just now getting to the point where it can really support truly programmatic buying. You need APIs. You have the APIs in Facebook and Twitter. Each of those are either an ads API to create campaigns, or a measurement API to understand what happened. In order to have programmatic buying, you need access to both of those pieces so that you can buy, you can create campaigns, very granular campaigns at large scale, but you also want to be able to measure and then you have some underlying infrastructure to create that feedback loop, the very real mathematical challenge of what actually happened, because it’s not so easy as the perceived conversation rate. What you see happens, it’s also about predicting that long-term value, both in terms of predicting the users that are likely to click or convert to install, but also which users are likely to actually once install, generate that deep ROI over months, going down the line?

We talked about the challenges about being granular, owning your own data. Let’s talk about the opportunities, particularly looking ahead to the new year, what do you see out there as the trends or opportunities that should be top of mind with app developers and people with their own apps?

As I was saying about the industry maturing to the point where they can finally execute in a programmatic way, there’s traditionally been some places where you can execute within a source. Facebook is a classic example of, they were very early in providing this robust PMD, preferred marketing developer, ecosystem that specialized in just building tools to buy programmatically in that. Now you see the same thing developing for Twitter now that they have their new mobile app promotion product. But it’s going to be expanding beyond that, being able to buy into those sources, buy really effectively into real time bidding, and then create a programmatic layer that mediates how you buy across those different sources. Because ultimately, the app developer doesn’t care what they’re getting out of one source. They want to know what is the next most efficient dollar I can spend in mobile app marketing? You want to be able to find that. You want to be able to execute against that.

Looking ahead to the road map of Fiksu, what is it about facilitating that layer?

We’re trying to focus on across the whole ecosystem, now that there are all of these APIs available, and it’s not just in Facebook and Twitter, and real time bidding, but also more traditional ad networks are starting to build out those programmatic capabilities to allow their partners to really effectively buy and understand how to buy in a programmatic way when you’re going into a video, you’re going into a banner and kind of more in-depth creative units and buying opportunities. That’s what we’re really focused on, is being able to cover the marketplace and really get the most efficiency and scale out of whatever is available.

You can find Eric’s presentation at App Promotion Summit Berlin 2014 on youtube here