Mobile Marketing Association

MIKE RICCI

VP Digital Solutions Marketing,Webtrends

© 2013 WEBTRENDS INC. 2

Mobile Analytics: Why Measurement is Mission Critical

Mobile Marketing Association

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

© 2013 WEBTRENDS INC. 4

Mobile Helps Fuel the Explosion of “Big Data”

Mobile Marketing Association

Data emerges as marketing’s key currency

Mobile Marketing Association

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)

Mobile Marketing Association

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

Mobile Marketing Association

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

Mobile Marketing Association

Deliver timely business insightsReal-time data access and availability

© 2013 WEBTRENDS INC. 11

Harnessing the Power of Real Time Analytics

Mobile Marketing Association

Market at ‘Speed of Thought’

Mobile Marketing Association

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

Mobile Marketing Association

“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

Mobile Marketing Association

“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

© 2013 WEBTRENDS INC. 16

© 2013 WEBTRENDS INC. 17

Mobile Measurement:A Paradigm for Success

Mobile Marketing Association

Mobile – Relevance is Everything!

Mobile Marketing Association

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 Marketing Association

Mobile Measurement – The SilosSMS/MMS Platform

s

Apps

Mobile Web

App Stores

GeoLocation

Mobile Display

mSearch

QR Codes

eCRM Insights &

Optimization

*mobile payment, NFC, and Email emerging

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

Mobile Marketing Association

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

Mobile Marketing Association

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

© 2013 WEBTRENDS INC. 31

Mobile Measurement & Analytics - Resources

© 2013 WEBTRENDS INC. 32

PPT on Slideshare @http://www.slideshare.net/MRicci1234/mma-forum-nyc-may-2013

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

Mobile Marketing Association

CHRISTOPHER SKINNER

Managing Partner

MakeBuzz, LLC

Mobile Marketing Association

Title

• content

ElevateConversationGrow Mobile by Connecting Impressions to Profit

theMMA, New York 2013Christopher SkinnerManaging Partner MakeBuzz, LLCwww.makebuzz.com

Mobile is UnderValued

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Im-pres-sionsCalls

Impressions vs. Calls in Targeted Test Areas

Test

55.7%

13.6%

4.5%

4.5%

3.4%

18.2%

Time Spent

TV

PC

Mobile

Newspaper

Magazines

Radio

43.2%

22.5%

1.7%

13.2%

9%

10.3%

Ad Spend

2005

2013

The Customer Journey

AWARENESS

CONSIDERATIONINQUIRY

PURCHASE

We miss more than we catch.

Too much complexity.

Rear-facing data keeps the conversation small.

Look ForwardEfficiency Growth

Status Quo:

Innovative & Simple

Disrupt!

Where is the Business Headed?

Real Social Circles

What are your friends wearing?

Market Target Households Density

New York, NY 177,164 3%

Los Angeles, CA 171,736 4%

Chicago, IL 157,112 6%

Houston, TX 90,120 6%

Philadelphia, PA 86,869 4%

Washington, D.C. 56,668 3%

San Diego, CA 45,871 5%

fashionista women

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A Matter of Scale

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Let’s Recap

Mobile is undervalued

Broken Measurement

Too Complex

New framework:

Real Social Circles

Test and Scale

Macro Measurement

Impression to Profit

“If I had asked people what they

wanted…”-Henry Ford

Mobile Marketing Association

ElevateConversation

the

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