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Mobile Analytics: Mission Critical
Why Effective Measurement Is a Foundation for
Successful Mobile Programs
1
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Agenda
• Problem Definition
• Eradicating Data Silos
• Mobile as a part of Digital eCRM
• Mobile Measurement
• Maturity Scale
• What Should be Measured?
• Taking a 360º approach
• Case Studies – Brands Who Understand Importance of
Measurement
• Q&A
2
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IAB Study on Mobile
3
Study undertaken by Ovum. Published July 2011
• Over 50% stated that they are treating mobile as
integral to advertising strategy
• 35% revealed they will increase spend by over 50%
• 60% revealed smartphones are a high priority
• 31% stated they are actively developing tablet apps
• 69% stated their largest frustration is lack of
standardized metrics/measurement.
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Mobile Program Measurement – Current State
63% Don’t
Know or
Haven’t
Measured
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OCT 2010 - Thomas Husson – Mobile Strategy
APR 2011 – Joe Stanhope – Mobile Measurement Imperative
•Less than 1/3 of global brands have developed a mobile strategy.
•2/3rds have no real measurement or analytics in place
•Data not being used to inform strategy or enhance mobile UIs.
•Analysts termed this a key impediment to success in this channel.
•Smartphone & tablet explosion and rapid growth of mobile data
services only aggravating issue and creating an “imperative”
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6
Aberdeen Study – Current State
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7
Aberdeen Study – Current State
Download this report
http://trnd.me/q4q5Ua
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Was last year 2010 or 1999?
“I don’t know what a
website is, but I know I
need to have one.”
APP n
Mandate
Experimentation
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38% are
dissatisfied
with branded
apps …
Source: EffectiveUI 2010
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Mobile as a Part of Digital eCRM
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Mobile
Social
Display
Search
Site
Media/Channel Silos
Mobile
Social
Display
Search
Site
Consumer Centric View
Eradicating Silos - Consumer Centric Marketing
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eC
RM
Data
base
WWW Analytics
Social Media
Search
Display
Mobile
Offline/Direct Response
Breaking Down Mobile Silos – informing eCRM
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Mobile Measurement Maturity Model
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Mobile Measurement Challenges
• Complex array of devices to
track – Feature phones
– Smartphones
– Tablets
– QMDs
• Mobile data exists in silos
• Cookies/tags not supported in
non smartphone universe
• Online/offline data collection
schemes required
• Absence of industry
performance benchmarks
• Some web based analytics
solutions are architected
around WWW capabilities
• Limited number of variables
that platform capable of
tracking
• Ability to import & export data
from analytics platform
• Ability to monetize specific
conversion events often
limited
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Adoption as
Number of
Downloads
Usage and
Engagement
Effectiveness
and optimization
Mobile Measurement Maturity Scale
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Adoption
– App downloads
– Site or app visitors
– App usage (% of DL)
– SMS subs
Engagement
– Frequency (visits/visitor)
– Depth (events/visitor and duration)
– Retention rate (% returning)
– Message response history
Effectiveness
– Objective oriented conversions
– High value activities
Adoption
Engagement
Effect
Essential Channel Measures
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• Start early
• Involve stakeholders
• Think about distribution
and format
• Find means to measure
ALL mobile
traffic/interactions
• Focus on critical
measures
• Must first understand
existing mobile traffic to
site
Usage Rate
Planning Mobile Measurement
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• Baseline performance
• Understand existing
mobile
traffic/behaviors
• Compare channels
• Monetize actions
• Allow Appropriate
depth
• Discover optimization
opportunities
Demonstrate the Value of the Mobile Channel
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SMS/MMS Messaging Metrics: Standard Carrier Data
• Timestamp: The date and time the message was delivered
• MSISDN: The phone number of the participating end user
• Operator: The carrier network associated with the phone #
• Prefix: The keyword associated with the campaign
• Short Code: The short code the campaign is running on
• Price Point: The price point associated with each message
• MT Count: The number of messages delivered
• Request: The actual message sent from the end users handset
• Response: The actual message delivered to the handset
• Message State: The state of the final message (i.e. Message
Delivered, Sent to Aggregator, etc)
SMS Analytics
Standard SMS Traffic Log Report
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• Understand trend of mobile traffic to site and device composition
• Insure solution measures all mobile traffic – not just smartphones
• Monitor adoption and top-line performance
• Assess and optimize effective drivers of traffic
• Prioritize design decisions based on device information
• Track engagement
• End game - optimize user experience, prioritize resources – drive conversion!
Measuring Mobile Website Traffic
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Build an App – What Platform(s) to Prioritize?
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• Integrate of tracking methods into
applications
• Create standard and custom events
• Solution should provide auto-queuing
for optimal performance and offline
capture
• Should allow for visitor identification
and opt-out options
Optimize Tracking for Native Apps
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Case Studies – Brands that Get It
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Fandango
Fandango is continuously improving their app by focusing on developing an
understanding of customer acquisition, interest in movies, theater locations, and
tracking conversion through app purchase process.
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“One of the key benefits delivered by the metrics was the ability to confirm that we were
on the right track. There always needs to be some level of intuition but Webtrends
helped us to eliminate the grey areas and the guesswork.” Mark Challinor, Director of Mobile, Telegraph Media Group
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With the viewing and readership data that Webtrends captures as users enjoy
magazines online and offline, we are able to continuously improve the relevance and
utility of our offering to keep subscribers increasingly engaged over time.”
Jeanniey Mullen, CMO of Zinio
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Planning for success in mobile marketing
• Build a mobile measurement strategy that aligns your objectives to
measurable activity.
• Provide guidance and best practices to agency/technology partners
to ensure you are collecting and reporting on the right data.
• Use this data to identify opportunities to improve your mobile
marketing programs and user experience.
• Treat mobile as key part of digital eCRM and not some stand alone
medium!
• If your agency or technology partners cannot show program
measurement that goes beyond downloads or page views then don’t undertake campaign!
• Make Measurement a Central Part of Every Mobile Program!
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Thank You
Michael Ricci
Vice President – Mobile
@MobileNTRactv
http://www.facebook.com/webtrendsmobile
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