The Future of Mobile Analytics Why Effective Measurement Is a Foundation for Successful Mobile Programs 1
May 18, 2015
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The Future of Mobile Analytics
Why Effective Measurement Is a Foundation for Successful Mobile Programs
1
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Agenda
• Intro to Webtrends & iLoop Mobile • Problem Definition • Eradicating Data Silos • Mobile as a part of Digital eCRM • Mobile Measurement
• Maturity Scale • What Should be Measured? • Taking a 360º approach
• Case Studies – Brands Who Understand Importance of Measurement
• Q&A
2
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• Industry leading technology and services make it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide
• Award winning iLoop Mobile Platform for creating state-of-the-art SMS/MMS campaigns, mobile sites, POS mobile coupons, LBS messaging and other mobile marketing initiatives
• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services
• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers
• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
About iLoop Mobile
McDonalds: Enjoy one FREE Small McCafe. Code 34d83w Exp.1/6/10 Text HELP for help. Text STOP to cancel.
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• Founded the web analytics industry in 1993 and recognized as undisputed global leader in digital (web, social, mobile) analytics
• HQ in Portland and offices in London, Sydney, Tokyo, Paris, Milan, Beijing & Singapore
• Help our customers turn data into insights and understand customer behavior across a broad array of digital channels
• Industry’s leading mobile analytics solution which effectively brings together mobile web, applications, and a host of other key mobile data into one comprehensive platform
• Partner of choice for some of the leading brands in mobile today
About Webtrends
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IAB Study on Mobile
5
Study undertaken by Ovum. Published July 2011
• Over 50% stated that they are treating mobile as integral to advertising strategy
• 35% revealed they will increase spend by over 50%
• 60% revealed smartphones are a high priority • 31% stated they are actively developing tablet
apps • 69% stated their largest frustration is lack of
standardized metrics/measurement.
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Mobile Program Measurement – Current State
63% Don’t Know or Haven’t
Measured
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OCT 2010 Thomas Husson – Mobile Strategy APR 2011 Joe Stanhope – Mobile Measurement Imperative
• Less than 1/3 of global brands have developed a mobile strategy • 2/3rds 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 an “imperative”
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Was last year 2010 or 1999?
“I don’t know what a website is, but I know I need to have one.”
APP n
Mandate
Experimentation
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38% are dissatisfied with branded apps … Source: EffectiveUI 2010
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Mobile!
Social!
Email!
Display!
Search!
Site!
Media/Channel Silos
Mobile!
Social!
Email!
Display!
Search!
Site!
Consumer Centric View
Eradicating Silos - Consumer Centric Marketing
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eCR
M D
atab
ase
WWW Analytics
Social Media
Search
Display
Mobile
Offline/Direct Response
Breaking Down Mobile Silos – informing eCRM
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Mobile as a Part of Digital eCRM
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
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Insights come from across digital channels
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And provide an array of key metrics
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Important measurement points/metrics apps.
People Geo: Countries Geo: Countries + Languages Geo: Languages Key Metrics: Daily Sessions: Duration Sessions: Frequency Users: New + Returning
Technology App Versions Carriers Connection Types Devices OS OS + Devices
App Overview App Overview Dashboard
Content and Events Categories Categories: Screens Screens Screens: Exit Errors Events Events: App Events: Conversions In-App Ads In-App Searches Media: Titles Media: Types Outbound Links Products Products: Types
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Mobile Measurement Maturity Model
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Number of Downloads
Usage and Engagement
Effectiveness and optimization
Mobile Measurement Maturity Scale
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Adoption – App downloads – Site or app visitors – App usage (% of DL) – SMS/MMS subs
Engagement – Frequency (visits/visitor) – Depth (events/visitor and duration) – Retention rate (% returning) – Message response history
Effectiveness – Objective oriented conversions – High value activities
Adoption
Engagement
Effect
Essential Channel Measures
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Usage Rate
Planning Mobile Measurement
• Start early • Involve stakeholders • Think about distribution
and format • Find means to measure
ALL mobile traffic/interactions
• Focus on critical measures
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Demonstrate the Value of the Mobile Channel
• Baseline performance • Understand existing
mobile traffic/behaviors
• Compare channels • Monetize actions • Allow appropriate
depth • Discover optimization
opportunities
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SMS/MMS Messaging Metrics: Standard Carrier Data
• Timestamp: The date and time the message was delivered
• MSISDN: The phone number of the participating end user
• Operator: The carrier network associated with the phone #
• Prefix: The keyword associated with the campaign
• Short Code: The short code the campaign is running on
• Price Point: The price point associated with each message
• MT Count: The number of messages delivered
• Request: The actual message sent from the end users handset
• Response: The actual message delivered to the handset
• Message State: The state of the final message (i.e. Message Delivered, Sent to Aggregator, etc)
SMS Analytics
Standard SMS Traffic Log Report
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SMS/MMS Analytics: Overall Campaign
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SMS/MMS Analytics: Individual Campaign Performance
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SMS/MMS Analytics: Individual Campaign Participation
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SMS/MMS Analytics: ROI & Goal Benchmarks
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• Understand trend of mobile traffic to site and device composition
• Insure solution measures all mobile traffic—not just smart phones
• Monitor adoption and top-line performance
• Assess and optimize effective drivers of traffic
• Prioritize design decisions based on device information
• Track engagement • End game—optimize user
experience, prioritize resources & drive conversion!
Measuring Mobile Website Traffic
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Build an App—What Platform(s) to Prioritize?
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• Integrate of tracking methods into applications
• Create standard and custom events • Solution should provide auto-queuing
for optimal performance and offline capture
• Should allow for visitor identification and opt-out options
Optimize Tracking for Native Apps
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Case Studies – Brands that Get It
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Fandango
Fandango is continuously improving their app by focusing on developing an understanding of customer acquisition, interest in movies, theater locations, and tracking conversion through app purchase process.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
“One of the key benefits delivered by the metrics was the ability to confirm that we were on the right track. There always needs to be some level of intuition but Webtrends helped us to eliminate the grey areas and the guesswork.”
Mark Challinor, Director of Mobile, Telegraph Media Group
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With the viewing and readership data that Webtrends captures as users enjoy magazines online and offline, we are able to continuously improve the relevance and utility of our offering to keep subscribers increasingly engaged over time.”
Jeanniey Mullen, CMO of Zinio
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Planning for success in mobile marketing
• Build a mobile measurement strategy that aligns your objectives to measurable activity.
• Provide guidance and best practices to agency/technology partners to ensure you are collecting and reporting on the right data.
• Use this data to identify opportunities to improve your mobile marketing programs and user experience.
• Treat mobile as key part of digital eCRM and not some stand alone medium!
• If your agency or technology partners cannot show program measurement that goes beyond downloads or page views then don’t undertake campaign!
• Make Measurement a Central Part of Every Mobile Program!
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Unified Digital Marketing Analytics
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Thank You
Michael Ricci Vice President – Mobile [email protected]
@MobileNTRactv
http://www.facebook.com/webtrendsmobile
http://www.youtube.com/webtrends
Michael Ahearn Vice President Strategic Marketing [email protected]
@iloopmobile
http://www.slideshare.net/iloopmobile
http://www.linkedin.com/company/iloop-mobile