online marketing summit (oms) - the myth of mobile metrics

Jason Wells

The Myths of Mobile Metrics

ContactPoint makers of LogMyCalls

@logmycalls

About Me

• CEO of ContactPoint, makers of LogMyCalls

• Senior Vice President of Sony Pictures over global mobile marketing, mobile business– Tracking mobile metrics critically important

The Myths of Mobile Marketing Metrics

• Myth /miTH/ noun– A false collective belief that is used to

justify [something]– A tradition without determinate basis

in fact

Mobile is full of myths

Mobile Marketing is Full of Myths

Mobile marketers ‘grew up’ as online marketers

• Think like online marketers

• Market like online marketers

• Look at analytics like online marketers

• Optimize like online marketers

There are nearly 7 billion people on Earth

4.2 billion own a toothbrush

5.1 billion own a mobile phone

The primary consumption devices are now wholly mobile.

Mobile Marketing

Marketers

Mobile Marketing is Different

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g Smart

phone

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g Wedding R

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age

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et0%

10%20%30%40%50%60%70%80%90%

Source: Taylor Nelson Sofres, 2012

‘Severely Anxiety Inducing’

91% of U.S. smartphone owners have their phone within arms reach 24/7

Morgan Stanley, 2012

Mobile Engagement is Different53% of all smartphone searches have local intent - Google, Microsoft, 2012

Mobile Engagement is DifferentLess than 10% of desktop searches have local intent - - Google, 2012

70% of smartphone users use their phone to search while shopping in-store - Google, 2011

Mobile Engagement is Different

0% of searchers use their users use their desktop to search in-store - Common Sense, 2012

Mobile Engagement is Different

Mobile searchers are looking for immediate answers

Mobile search will surpass desktop search

in 2014 or 2015Google, eMarketer, 2011

“In three years time desktop search will be

totally irrelevant.”Google, Nov. 2010

Mobile Search is Different

90% of mobile searchers take action within ONE DAY

50% of mobile searchers PURCHASE

No Action10%

Action Taken90%

Mobile Search Re-sponse

Mobile users respond, behave and interact in entirely different

ways.

And yet…

• Most mobile marketers are…

– Still measuring traditional online analytics

5 Myths of Mobile Marketing Metrics

1. Traditional Online Analytics Are Enough 2. There Aren’t Enough Mobile Analytics Tools

3. Don’t Worry About the Phone

4. Track as Much Data as Possible

5. Google Adwords Analytics is Enough

Myth I – ‘Traditional’ Analytics Are Enough

• Bounce Rate

• Unique Visitors

• Pageviews

• Abandon Rate

• Avg. Visit Duration

Myth I – ‘Traditional’ Analytics Are EnoughMost Common Methods of Mobile Engagement

1. Map Look-Up

2. Phone Calls

3. Social Media

4. More Research (traditional metrics on a website)

68% of mobile searchers lookup maps to a business

59% of mobile users interact with businesses via social media

61% of all mobile searches result in a call to a business

Traditional metrics are important.

But they do not measure the most common forms of mobile response

Myth II. Not Enough Mobile Analytics Tools

In 2010 30% of mobile marketers said there were not enough analytics to measure ROI

– r2integrated, 2010

Not true today - Google Analytics mobile - Call analytics advances - SMS Analytics platforms - SoMo analytics platforms

There are a variety of mobile-specific analytics platforms

available.

Don’t settle.

Myth III. – Don’t Worry About The Phone

Report released in June 2012• Businesses will receive 70 billion calls from mobile devices by

2016. Today that number is 20 billion• Calls to businesses will more than double by the end of 2013

• 20 calls/day now = 41 calls/day in 15 months

Myth III. – Don’t Worry About The Phone

• Phone Calls Are High Value Leads– Only 2% - 8% of inbound web leads are ready to buy in 3 months

- MECLabs, 2012

– Inbound phone leads are 15-20 times more likely to buy than inbound web leads

- ContactPoint, 2012

More phone calls means more urgent need to track analytics. You should

worry about the phone.

Myth IV. Track as Much Data as Possible

The majority of mobile landing pages have too many fields - Atmio

GOOD

Mobile landing pages with only 1-2 form fields convert 60%+ more than pages

with more form fields - Atmio

Myth V. Adwords Analytics is EnoughCase Study – Holiday Inn Express• Tactics

– Put LogMyCalls local numbers in click-to-call (mobile PPC) ads

– Put phone numbers in these ads with phrases like ‘Call us Now’

• Results (for every $10K spent)– Google Measured – 1800 calls– Actual Call Analytics

• Only 890 Calls Completed (48.3%)• 270 Qualified Opportunities (15%)• 180 Reservations Booked (10%)

Without gathering call analytics CPL, CPA, CPC would have been totally wrong

Would alter optimization, ad copy, future spend and assumptions

Use a call analytics number as call extension.

The Mobile Sales Funnel

Awareness

Evaluation

Decision

Almost all web leads enter the funnel unready to buy

Mobile leads are in ‘buying’ mode

What’s Your Goal?

“When it comes to mobile, think different. It is a platform like none other on the planet. You don’t have to guess what to do. The data and you are truly BFFs.” - Avinash Kaushik, Google, 2012

“Mobile demands that we forget traditional ways of creating experiences and delivering value. The opportunity has not truly exploded yet, but we are approaching that moment.”

- Avinash Kaushik, Google, 2012

Thank you!

• Free WhitePaper on mobile marketing

• LogMyCalls.com/speak