Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5) Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5) JESUS MENA CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 2012 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works Version Date: 20120110 International Standard Book Number-13: 978-1-4398-8192-7 (eBook - PDF) This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all materials or the consequences of their use. 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Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the CRC Press Web site at http://www.crcpress.com To Lefty Contents Introduction������������������������������������������������������������������������������������������������ xvii 1 Why?...................................å°....................................å°...........................1 M3 and A5...................................................................................................1 What, Where, and How to Monetize Device Behaviors ................................8 Building A5s ..............................................................................................11 Search Marketing versus Social Marketing via A5s .....................................16 Google, Facebook, and Twitter Places .........................................................23 M3 via GPS and Wi-Fi Triangulation .........................................................32 You Are Where You Will Be .......................................................................37 Data Mining Devices .................................................................................43 2 How...................................å°....................................å°..........................47 M3 via Machine Learning ..........................................................................47 Autonomously Clustering Device Behaviors ...............................................52 Real-Time Demographic Networks ............................................................56 Geolocation Triangulation Networks ..........................................................58 Deep Packet Inspection for M3 ..................................................................60 Mob M3 ....................................................................................................63 Data Aggregation and Sharing Networks ................................................... 66 Twitter Is Organic TV for M3 ....................................................................72 Blogs Are Studios for M3 ...........................................................................75 Dialing Up iPhone and Android A5 Numbers ...........................................76 Mobile Cookie A5s for M3 ........................................................................79 Mobile Advertising Networks for A5 ......................................................... 84 M3 via Voice Recognition ......................................................................... 90 Facial Recognition ......................................................................................93 Mobile Rich Media for M3 and A5 ............................................................93 Mobile Ad Exchanges for A5 ......................................................................96 Anonymous Consumer Categories for M3 .................................................99 Digital Fingerprinting for A5 and M3 ......................................................102 vii viii ◾ Contents 3 Checklists...................................å°....................................å°...............113 Why M3 Checklists? ................................................................................113 Checklist for Clustering Words and Consumer Behaviors ........................114 Checklist of Clustering Software ..............................................................114 Checklist of Text Analytical Software .......................................................120 Checklist of Classification Software ..........................................................127 Checklist of Streaming Analytical Software for M3 ..................................130 A5 Checklist ............................................................................................133 M3 Privacy Notification Checklist ...........................................................135 Checklist of M3 Marketing Terminology, Techniques, and Technologies .................................................................... 136 Checklist of Web A5s Software and Services .............................................139 Ad Network M3 Checklist .......................................................................146 M3 Marketers Web Checklist ...................................................................153 Checklist of Social Metric Consultancies for M3 ...................................... 155 Social Marketing Agencies’ Checklist for M3 ...........................................159 Recommendation Engines’ Checklist for M3 ...........................................163 Data Harvesters’ Checklist for A5 ............................................................166 WOM Techniques and Companies’ Checklist for M3 ..............................168 Checklist of Mobile Website Developers for A5s ......................................174 Checklist for Constructing A5s ................................................................178 Checklist of A5 Developers ......................................................................178 Checklist of A5 Marketing Companies .....................................................179 M3 Marketer’s Checklist ..........................................................................180 Checklist of Digital M3 and A5 Agencies .................................................180 Final M3 Marketer Checklist ...................................................................183 4 CaseStudies����������������������������������������������������������������������������������������191 Examples of M3 and A5 in Action ...........................................................191 WizRule Case Study .................................................................................191 Groupon Case Study ................................................................................195 Living Social Case Study ..........................................................................196 Zynga Case Study.....................................................................................199 Tippr Case Study .................................................................................... 200 BuyWithMe Case Study ...........................................................................201 Hyundai Case Study ................................................................................202 Instapaper Case Study ............................................................................. 204 Kony Solutions Case Study ..................................................................... 204 Urban Airship Case Study ....................................................................... 206 Foursquare Case Studies ...........................................................................207 Gowalla Case Studies ...............................................................................209 Hipstamatic Case Study ...........................................................................210 Contents ◾ ix PointAbout Case Study ............................................................................210 MLB Case Study ......................................................................................212 Dunkin’ Donuts Case Study .....................................................................214 Skyhook Case Study ................................................................................. 215 eBay