ZestADZ – Mobile Advertising Blog

ZestADZ Analytics is an upcoming mobile analytics solution by ZestADZ targeted at both publishers and advertisers. ZestADZ Analytics enabling them to extract  deep insights enabling them to take better business decisions.

As we put forth in one of our recent blogs,  there are many instances where advertisers and publishers request for more data such as how many unique visitors saw the campaign, what kind of devices are accessing them and so forth. Based on these market requirements we have built an extensive mobile analytics solution that complements our ad network – ZestADZ. ZestADZ Analytics comes at no additional charge to both advertisers and publishers.

A Preview of information and features that ZestADZ Analytics provides -

For Advertisers

ZestADZ Analytics gives information such as

• Visitor tracking
• Popular Handsets
• Popular Handset Supported Properties
• Detailed Ad-wise Performance
• Geo statistics
• Carrier-wise break down of traffic

Using ZestADZ Analytics, advertisers will be able to make better decisions on their campaigns such as

• Tune landing pages to suit incoming traffic
• Optimize campaign and creatives to the amount of incoming visitors
• Optimize campaigns based on handsets / manufacturers and features  that are popular
• Understand what carriers are delivering better quality traffic

Advertisers cannot yet measure download tracking or ROI but these are key features we will be adding in near future.

For Publishers

ZestADZ Analytics gives information such as

• Visitor tracking
• Traffic delivered
• Popular Handset Manufacturers
• Popular Handset Supported Properties
• Geo statistics
• Region wise breakdown of traffic
• Carrier break down of traffic

Using Analytics, publishers will be able to

• Track web / mobile apps in a single interface
• Get important statistics  in a single console
• Optimize / select ads based on available handset / carrier / location data and reject non performing or non relevant ads

Presentations

Online presentations and screenshots are available at the advertiser link and publisher link respectively.

So how can you start using analytics?

ZestADZ Analytics is currently in private beta and if you would like to try it, please get in touch with us by writing an email to analytics [at] zestadz.com or by requesting an invite at http://analytics.zestadz.com

Existing advertisers and publishers – You will get an invite soon to start using mobile analytics.

Thank you and please send us your feedback.

ZestADZ Engineering Team

To a number of folks, mobile marketing seems bewildering. It conjures images of “rocket science” or SMS-spam.. neither of which it is.. What most people dont realize is that this is a natural progression of the direct marketing industry. The 30-second spot ads which were the centerpiece of the US ad industry is certainly not dead, but its days are surely numbered. – http://money.cnn.com/2007/03/13/news/companies/tv_commercials/index.htm

Direct Marketing
Direct marketing in the 80s were a welcome change from the “spray and pray” TV and Billboard advertisment techniques in the 70s. In India, much credit goes to R. Sridhar (http://www.ideasrs.com/) who at that time was at Oglivy to pioneer direct marketing. He proved most of his nay-sayers wrong and direct marketing is a well established approach in India. Over the years the direct marketing evolved to “one to one” marketing approaches pioneered by Martha and Peppers. While this was great in concept and companies spent $10M in expensive software like Siebel, Epiphany and 10X this amount with high fluted consultants they had at best marginal results.

Intent based marketing by Google
Google established the value of search (intent-based) marketing. However, this has not attacked the core of need in Direct Marketing.. – highly focused, targeted, contextual customer outreach. While emails, mail coupons, catalog inserts, digital radio, web banner ads play a role… none of these can match the effectivess and efficiency of mobile advertising. Most mobile marketing in India has been SMS spams which frankly does disservice to the entire human race.

However, permission based advertising based on concepts pioneered by Seth Godin (www.permission.com) have enormous merit. I believe Seth Godin is to marketing what Newton/Einstein is to Physics. If you have not read his writings, I would strong encourage you to do so, you can get a few chapters (free… imagine this!) at his website.

Permission based marketing
The core tenet in permission based marketing is quite simple.. customers willing cooperate with sellers to to be advertised on specific product offerings at specific times on specific channels so that
(1) they get best value for their hard earned money
(2) advertisers respect their leisure time; there by sellers acquire customers at the least possible cost.

This is an ultimate win win. ZestAdz aims to leverage the ubiquity of mobility, the targeting ability that it affords and the core tenets of permission based marketing providing Users and Advertisers with ultimate Return on investment. While the cost per contact is one of the lowest in mobile outreach, if you factor in the high conversion rates, the cost per response is one of the lowest.

The best part about mobile advertising is that it is very easy to try out new campaigns use real-time feedback to refine the campaigns to ensure that advertisers are getting best value for their marketing spend and consumers are getting the most value for their most precious commodities, their time and their hard earned money.

Nat D. Natraj