mobile, social, analytics · 2019-12-16 · mobile, social, analytics ten tips to help make mobile...
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Mobile, Social, AnalyticsTen Tips To Help Make Mobile Make Sense
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My Background
• Syracuse University• CNN• ESPN
– Mobile Research
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If you’re not doing things to learn and try to get out in front, then you’re truly
going to diminish your company.‐ George Bodenheimer
Companies that don’t take risks don’t grow.
‐ Bob Iger
ESPN Philosophy and Mission
To Serve Sports Fans. Anytime. Anywhere
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Behavior Is Changing
6 YEARS AGO 21%21%
HDTV Smartphone
4%4%
Laptop (with wireless internet)
26%26%
Video Game Consoles
35%35%
DVR
15%15%
201367%67%
HDTV Smartphone
56%56% 54%54%
Video Game Consoles
47%47%
DVR
35%35%
OTT Devices
58%58%
Tablet
32%32%
Laptop (with wireless internet)
Sports fans have more options than ever to STAY INFORMED AND CONNECTED—andthe rate of change is ACCELERATING
Home Tech Monitor 2013
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1979
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Mobile Changed Everything
• 150 Million Smartphone Users (93% iPhone & Android)
• 521 Billion Minutes Spent on Web & Apps– 83% of all time on Apps
• 25% of All Minutes Spent With Social Media
comScore, 2013
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Determine Mobile’s Value
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Determine Mobile’s Value
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Don’t Isolate Mobile
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Digital
PC
Mobile
Digital
PC Mobile
Don’t Isolate Mobile
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Get A Complete Picture
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Get A Complete Picture
• Find a common Metric• Tie whatever data you can
comScore: October 2013
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Get A Complete Picture
Adobe SiteCatalyst, September 2012Adobe SiteCatalyst: September 2013
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Have A Comprehensive Plan
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Have A Comprehensive Plan
BehavioralCompetitive
Voice of the Fan
Demographic
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Have A Comprehensive Plan
TV
Radio PC
Smart‐phoneTablet
TV‐RadioArbitron PPM® Panel
TV‐PCcomScore Panelists
within STB Subscribers
TV‐PC‐Phone‐TabletSubset of TV‐PC Panelists
using Home WiFi
PC‐Smartphone‐TabletcomScore MediaMetrix
Multiplatform
Calibration PanelSubset of Arbitron
PPM® Panel
Project Blueprint Feb 2013 (Preliminary Data)
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Have A Comprehensive Plan
5:27 6:16 5:53 5:247:21
15:40
0:260:24 1:17 1:44
1:37
3:44
5:54 6:40 7:11 7:098:58
19:24
Total TV Digital PC Smart‐phone
Tablet
ESPN Usage (hh:mm/Month)
Digital
TV
4 million adults use ESPN content on a tablet, via browser or app.They spend more time with ESPN than any other group:
Project Blueprint Feb 2013 (Preliminary Data)
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Standardize Your Implementation
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Standardize Your Implementation
• Pioneered new digital video tracking measurement
• Utilizing the framework for audio tracking
• Standardized measurement across PC, Mobile, Apps
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Be Where The Users Are: Social
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Be Where The Users Are: Social
• 95% of all people online use Social• 4.7 million American’s in the
average minute• ¼ of all Mobile usage is on Social
comScore: September 2013
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Partner Internally
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Partner Internally
Hand holding is okay
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QA Constantly
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QA Constantly
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Dig Deep For Insights
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• 11 Apps Monday – Friday• 13 Apps Saturday ‐ Sunday
• 1.7 Sports Apps Sa/Su ‐ ‐ 1.5 M‐F• iPad 1.5 Sports Apps Sa/SU ‐ ‐ 1.3 M‐F
Dig Deep For Insights
40 Apps in 201213 Apps in 2013
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Dig Deep For Insights
0
100,000
200,000
300,000
400,000
500,000
600,000
9/1/2013 9/8/2013 9/15/2013 9/22/2013
Mobile PC
• Mobile owns the weekend
• M-F PC is +74% larger
ESPN Digital Average Minute Audience
Sunday Sunday Sunday
Adobe SiteCatalyst: September 2013
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Communicate, Loudly!
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Communicate, Loudly!
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1. View Mobile as an arm of Digital2. Build internal relationships3. QA & Standardize Implementations4. Look beyond UV, PV, Avg Time Spent5. Communicate
Play Your Game, Your Way