Elaine Bramley's presentation at the IAB mobile marketplace on 19 July 2010 in New York
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© 2010 Bango plcwww.bango.com
Is it Working?
How to manage mobile metrics
Elaine Bramley, SVP Bango Inc.
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User Actions
What do you get for your marketing $$ ?
MarketingCampaign $
Viral, App orBookmark $
Result
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275 million US mobiles
Voice‐Text only19%
Java low‐end9%
BREW23%
Java high‐end24%
Open smartphone
18%
iPhone7%
USA Mobile Phone Subs 2009 Sources: Carrier and device manufacturer financial reports, Gartner, NPD Group, IDC, Comscore, Snac
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Many ways to market …
Banner & text ads Search marketing In App MarketingSMS campaigns
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Analyze and understand…
OrganicSearch
User Actions
MarketingCampaign $
Viral, App orBookmark $
Result
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Measure carefully…
90% of our visitorshave smartphones
retailer.com
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Measure carefully…
90% of our visitorshave smartphones
”retailer”.com
Reality: 34%
Analytics tool based on javascript “broke”
70% of all visits
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Managing the metrics …
Decide onyour baseline
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Managing the metrics …
Decide onyour baseline
Makechanges
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Managing the metrics …
Decide onyour baseline
Prove itsbetter
Makechanges
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But take care ….
2X spend increasedtraffic only 32%
“games”.com
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
Trial 1:$X => 14,567 visits
Trial 2:
$2X => 19,202 visits ?32%
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
Trial 1:$X => 14,567 visits
but 9,788 ROBOTSReal traffic: 4,779
Trial 2:$2X => 19,202 visits
with 10,201 ROBOTSReal traffic: 9,001
88%
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
Trial 1:$X => 14,567 visits
but 9,788 ROBOTSReal traffic: 4,779
Trial 2:$2X => 19,202 visits
with 10,201 ROBOTSReal traffic: 9,001
Action: Filter out Robots & Spiders!
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Mobile can be more precise …
Eyeballs Pages “Uniques”
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Mobile can be more precise …
Specific User
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com Reality: 2X more Blackberry
than iPhones
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com Reality: 2X more Blackberry
than iPhone
In 1 month:
iPhone 5.6m pages
Blackberry 2.9m pages
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com Reality: 2X more Blackberry
than iPhone
In 1 month:
iPhone 5.6m pages - 0.7m users
Blackberry 2.9m pages – 1.5m users
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com
Reality: 2X more Blackberry
than iPhone
In 1 month:
iPhone 5.6m pages - 0.7m users
Blackberry 2.9m pages – 1.5m users
Action: Optimize pages for BB!
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Top 3 tips …
• Measure accurately..
• Establish a baseline and understand variances
• Experiment …
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More information…
Bango.com/wp
© 2010 Bango plcwww.bango.com
Is it Working?
How to manage mobile metrics
Elaine Bramley, SVP Bango Inc.
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