mma forum - why measurement is mission critical

© 2013 WEBTRENDS INC. 1

Mobile Analytics: Why Measurement is Mission Critical


Agenda

•  Big Data – Big Problem or Big Buzz Word? •  Data: Marketing’s Currency of Choice •  Mobile: Playing a Role in this Trend

•  Mobile Analytics •  A Current State of Affairs •  A Model for Success

•  Q&A


Mobile Helps Fuel the Explosion of “Big Data”


Data emerges as marketing’s key currency


Data explosion

2.8 million emails per second*

200 million tweets per day

90% of world’s data created in the past 2 yr

2,500,000,000,000,000,000 bytes are created daily (2.5 quintillion)


Marketers understand that data is GOLD and they are investing heavily in tools to better harvest it!


The Website remains the best source for generating data on customers but increasingly, the website means mobile sites, apps and landing pages too!

Leveraging “Big Data” to drive Customer Experience Management

•  Complete Customer View

•  Market at ‘Speed of Thought’

•  Converting data into insights


Deliver timely business insights

Real-time data access and availability


Harnessing the Power of Real Time Analytics


Market at ‘Speed of Thought’


REAL TIME STREAMS: FUELING MARKETING PROCESSES

Seamlessly stream as-it-happens customer intelligence into all marketing & business applications to optimize your customer relationships: §  Product recommendations &

promotions §  eMail retargeting §  Mobile site/app optimization §  Display advertising §  CRM & Call Center

Integration §  Ad serving demand side

platforms §  Marketing Automation §  Fraud Detection §  Site Hygiene and Monitoring


“Webtrends Streams has helped us bring our data to life in a way not previously possible. Through engaging visualizations, our staff are now able to appreciate the global scale of our business in real time and we’re excited about the customer facing opportunities this unlocks.”

David N. Williams, Head of Customer Intelligence, ASOS


“With Webtrends Streams™ we will be able to visualize real-time data and share it throughout our organization, enabling us to react swiftly to current news trends.” Richard Harte, Director of Strategic Planning & Analysis


Mobile Measurement: A Paradigm for Success


Mobile – Relevance is Everything!


Mobile Measurement Disconnect • Less than one-third of global brands have developed a mobile strategy.

• Two-thirds 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 a measurement “imperative.”

Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research

“How Mature is your Mobile Strategy?” October 2010 Forrester Research

@MobileNTRactv


Mobile Measurement – The Silos

*mobile payment, NFC, and Email emerging


VISITOR-LEVEL ANALYSIS SEGMENTATION

MULTI-CHANNEL ANALYTICS

ACTION SYSTEMS

MARKETING APPLICATIONS

PERSONALIZATION

Segmentation around

behaviors

Digital analytics:

commerce and marketing

Track and measure visitor

data: purchase & visit history

Push to CRM/email and target customers that showed interest

in certain products

Test & fine tune website making the

“call to action” standout

Analytics Strategic Plan


Building a Mobile Measurement Strategy •  Start early and involve ALL

stakeholders

•  Find means to measure ALL mobile traffic/interactions – not just downloads or visits

•  Build a measurement strategy that aligns your objectives to measurable activities

•  Think about distribution and format for reporting

•  Focus on critical measures and be able to assign $$ values to conversion activities

•  Use performance data to improve programs and user experience

Usage Rate


Mobile Measurement & Analytics - Resources

The MMA Primer on Mobile Analytics Mobile Marketing Update September 2012 Issued by the MMA Mobile Analytics Committee Co-Chairs: Mike Ricci, WebTrends and Anders Rosenquist, Ph.D., POSSIBLE


PPT on Slideshare @

Michael Ricci, VP Digital & Solutions Marketing | @MobileNTRacTV [email protected]

mma forum - why measurement is mission critical

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