mobile strategies summit - chicago

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Mobile Analytics: Why Measurement is Mission Critical

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Agenda

• Digital Trends Defining our Future• Mobile: The Consumer’s Lens to the World• Big Data: Marketing’s Currency of Choice

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

• Key Takeaways

• Q&A

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Digital Trends Defining Marketing’s Future

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The new math: Smartphone + tablet > PC

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The amount of time spent with mobile is growing at 14 times the rate of the desktop web

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Time spent is not the only measure of the shift from desktop to mobile

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Wonder why mobile is becoming a preferred medium to on-line? In a nutshell – it’s more effective!

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Mobile can no longer be an afterthought for marketers digital strategies. Going forward, mobile should be the first thought!

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Data emerges as marketing’s key currency

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

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

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The majority of companies today characterize themselves as “data driven” but most still see gaps in their use of Big Data

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Retailers may be the most obvious beneficiaries of Big Data, but all industries need to get better at analyzing and using the information they collect

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“Big Data” is only getting bigger

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Big Data at work: Optimization, Targeting & Personalization for you

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OPTIMIZATION DELIVERS SATISFYING EXPERIENCES

60%lift in

completed applications

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OPTIMIZATION DRIVES LIFT IN CONVERSION

20%Increase in

opportunities

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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 Ad serving demand side

platforms Marketing Automation Fraud Detection CRM & Call Center

Integration Display advertising Site Hygiene and

Monitoring

Aggregate counts of key measures during time window

Actual images of products purchased will be pulled in as orders complete

Zoomable map will show where activity is coming from as it happens and density of activity with heatmap

Device stream will show what percent of traffic comes from various devices

Source stream will show activity as it happens and distribution for time window

Activity sparkline will show product views on the site as they happen

Flyout will show top 5 products across all categories until a category is selected – then it will show top 5 products for the selected category (including product views, cart add, orders, and conversion rate)

Scatterplot will show popularity of product categories by % of views and % of orders – the size of the bubble will be based on conversion rate

Average lines will show what products have above average interest (views and conversion)

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Mobile Measurement:A Paradigm for Success

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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

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Mobile ROI – Flying Blind

63%don’t know or

haven’t measured

@MobileNTRactv

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Mobile Measurement – The Silos

*mobile payment, NFC, and Email emerging

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Mobile Measurement Maturity

ADOPTION

App Downloads

Site or App Visitors

App usage (% of DL)

Geo Distribution

@MobileNTRactv

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VISITOR-LEVEL ANALYSIS SEGMENTATION

MULTI-CHANNELANALYTICS

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

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ACQUISITIONACQUISITION(AWARENESS)ACQUISITIONACQUISITION(AWARENESS)

ENGAGEMENTENGAGEMENT(BEHAVIORAL)

ENGAGEMENTENGAGEMENT(BEHAVIORAL)

USER SURVEYUSER SURVEY(ATTITUDINAL)

USER SURVEYUSER SURVEY(ATTITUDINAL)

SOCIAL LISTENINGSOCIAL LISTENING(BRAND LOVE)

SOCIAL LISTENINGSOCIAL LISTENING(BRAND LOVE)

FACEBOOK

TWITTER

BLOGS/WEB

WEBWEB

FB SURVEY

APP

DB3 SITE

SURVEY

VDM

Apps

Social

A10

A10

A10

AppsAds

SMSSMS APPAPP

A10

BEAT HUB BEAT HUB SITESITE

A10

A10

RI

Cross Channel Measurement Strategy

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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

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Key Takeaways

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Rising smartphone and mobile web adoption signal new imperatives for marketers.

•This is the primary lens into the digital world for many and we need to treat it accordingly.

•Marketers need to look at mobile as no longer a sideshow but - the main event.

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Mobile is consuming far greater amounts of time in a multi screen world and tablets will only add to this trend.

•The way in which consumers behave on their devices is fundamentally different than the desktop web and proper measurement reveals this!

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Your website remains the single best tool for generating actionable information about your customer and “website” doesn’t only refer to your broadband site .

•It’s all your sites/apps and you need to measure all of them holistically and create a “digital footprint” for your consumer.

•Think Omni Channel in your approach to measurement and don’t create new data silosapp!

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Big Data: You Absolutely Must Get Your Arms around it!

The data generated by multiple interactions across multiple devices and platforms is expanding at an exponential rate, far faster than our collective ability to process and make sense of it.

But the day where that information represents true currency for most companies—in actual dollar terms as well as more figuratively as a tradable commodity—is rapidly approaching.

- Content may power the media machine, but data sets the course for the whole enterprise.

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The smartphone-equipped, socially connected shopper is here to stay

If 2012 was the year showrooming moved to the mainstream, don’t expect the tide to turnin 2013.

Marketers and retailers are better off moving with the tide rather than against it.

Two primary hallmarks of the smart-device shopper are high expectations and limited patience.

- Failing to deliver on these expectations implies considerable risk.

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Success in this channel is tied to precise multi-channel measurement.

•Failing to measure is unacceptable. Mobile is no longer an experiment and treating it that way is professionally irresponsible.

•Going forward, mobile marketers will be held to the same level of accountability as their digital peers.

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Mobile is all about RELEVANCE. Testing, targeting and site optimization are table stakes for the successful mobile marketer

•Mobile users EXPECT relevance and if you don’t deliver … they find other brands that are relevant.

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Q&A

Michael Ricci, VP Digital & Solutions Marketing | @MobileNTRacTV mike.ricci@webtrends.com

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Mobile Measurement & Analytics - Resources

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The Subchannels In Mobile

June 2012 “Mobile Marketing Metrics Best Practices”

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The Subchannels In Mobile (Cont.)June 2012 “Mobile Marketing Metrics Best Practices”

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Key Metrics For Mobile Websites

May 2012 “Mobile Measurement Is An eBusiness Imperative”

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Key Metrics For Mobile Websites (Cont.)

May 2012 “Mobile Measurement Is An eBusiness Imperative”