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Eric Rickson, Webtrends, Greg Dowling, Semphonic, & Anders Rosenquist, ZaazMeasurement without a business focus is like looking for treasure without a map. Join mobile thought leaders Greg Dowling of Semphonic and Anders Rosenquist of Zaaz as they help you uncover the insights you need to optimize your mobile channel.
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Greg Dowling/Vice PresidentSemphonic
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
About SemphonicSemphonic is the world’s largest independent Web analytics consultancy. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include American Express, Charles Schwab, National Cancer Institute, Nokia, Genentech and Intuit.
Portland
San Francisco
Boston
New York
Washington, DC
Get SMART with Mobile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Get S.M.A.R.T with mobile
Mobile Strategy
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Get S.M.A.R.T with mobile
Mobile Strategy
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
StrategyMeasurementAnalysisReportingTactics
Mobile Strategy
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Assess your ‘Mobile Readiness’
• Determine product suitability
• What are your objectives?
• What is your commitment?
• What is the ROI?
Strategy
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Define a ‘Measurement Plan’
• Establish KPIs• Tie KPIs to business
objectives• Evaluate enablement
options• Assess technical
limitations
Measurement
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Establish intelligent ‘Correlations’
• Appropriate dimensions
• Fixed web vs. mobile web
• High value tasks• Integration with
offline data
Analysis
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Make strategic information ‘Obvious’
• Leverage data visualization
• Allow for data interaction
• Appropriate level of detail
• Automate where possible
Reporting
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Generate ‘Actionable Insights’
• Let data define actions
• Enhance segmentation
• Channel optimization
• Leverage experimental design
Tactics
Mobile Metrics
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile Web Metrics
Mobile Web metrics are nascent at best• Page Views, Visits, Visitors, New/Repeat• Length of Visit, Bounce Rate, Depth of Visit• Sources: Search, Referrers, Keywords• Campaigns: Responses, Goal Completion• Geographic Location• Content Viewed
Analysis focused primarily on device• Device capabilities• Manufacturer• Operating System
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile Web Metrics (cont.)
Device capabilities important for refining Mobile Web strategy
• Screen size• Input Method• Network Protocols• Audio/Video Support + DRM• Browser functions
• XHTML/WML Compliance• JavaScript support• Cookie support• Image support• Style sheet support
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile App Metrics
Analysis focused primarily on application
• Downloads• Application Users• Active User Rate• New Users• Application Starts• In Application Events• Application Background• Application Close• Content, Features, Media Used
• Sessions• Session Length• Gross Revenue• App Store Commission• Trial to Paid Upgrade
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Measurement Challenges
Platform Limitations• JavaScript is often not present or enabled• Cookies may not be allowed or may be very short-lived• Browsers are non-standard
Carrier Limitations• Some carriers aggressively strip HTTP headers so you don’t
get everything you’d expect• Character limits on image requests limit the amount of
information you can pass
Mobile Applications• Native apps not in browser and demand different collection
approach
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Potential Pitfalls• Unique Visitor Identification
• Cookies are often problematic• SubscriberID sometimes stripped and unavailable.• Consider ‘waterfall’ or ‘hybrid’ methodology
• Robots and Spider Detection• JavaScript solutions won’t work in most mobile scenarios• Mobile traffic DOES HAVE significant robotic presence
• Mobile Applications• Multiple platforms and possible data restrictions• Offline vs. Online• Back-grounding of applications• Map data to fixed and mobile web
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Best Practices• Target appropriate data collection method by known device types.
• Server-side image requests for Mobile Web or leverage server side libraries for server to server
• SDKs or APIs for Mobile Applications• 1st Party Cookie for fixed web, Subscriber ID for Mobile Web, Device
ID for mobile apps.• Capture visitorID method (Subscriber ID, cookie, UA & IP), Device
Type, and Carrier as variables• Use an obfuscated Account ID to create a cross-channel view for fixed
web, mobile web and mobile applications.• Separate profiles for each channel – Fixed Web, Mobile Web, Mobile
App
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Summing Up
Strategy
Measuremen
t
Analysis
Reportin
g
Tactics
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Summing Up
Strategy
Measuremen
t
Analysis
Reportin
g
Tactics
Determine your ‘Mobile Readiness’
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Summing Up
Strategy
Measuremen
t
Analysis
Reportin
g
Tactics
Determine your ‘Mobile Readiness’
Define a ‘Measurement Plan’
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Summing Up
Strategy
Measuremen
t
Analysis
Reportin
g
Tactics
Determine your ‘Mobile Readiness’
Define a ‘Measurement Plan’
Establish intelligent ‘Correlations’
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Summing Up
Strategy
Measuremen
t
Analysis
Reportin
g
Tactics
Determine your ‘Mobile Readiness’
Define a ‘Measurement Plan’
Establish intelligent ‘Correlations’
Make strategic information ‘Obvious’
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Summing Up
Strategy
Measuremen
t
Analysis
Reportin
g
Tactics
Determine your ‘Mobile Readiness’
Define a ‘Measurement Plan’
Establish intelligent ‘Correlations’
Make strategic information ‘Obvious’
Generate ‘Actionable Insights’
Thank you!Email: gdowling@semphonic.comTwitter: @gregdowlingBlog: dowling.typepad.com
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Anders RosenquistDirector of Mobile StrategyZAAZ
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
HISTORY
ZAAZ was founded in 1998.
In 2006, ZAAZ was acquired
by WPP (WPPGY), one of the
world’s most comprehensive
marketing communications groups.
PUBLISHED WORKS
Actionable Analytics (available on
amazon.com). Weekly ClickZ.com
column.
AWARDS
Forrester recently ranked ZAAZ among
the top interactive agencies in the U.S.
GEOGRAPHY
ZAAZ is headquartered in Seattle,
with offices in New York, San
Francisco, Detroit, Helsinki, and
London.
EMPLOYEES
160
ZAAZ Essentials
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
• Greg outlined a great process for defining your mobile strategy.• I’ll talk about:
• The importance of good user experience (UX) combined with measurement as key elements of the strategy.
• Some mobile strategy and measurement work we’ve been doing with clients.
Overview
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile Strategy
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
• Establish both business and user goals at the beginning• Use these to guide content and functionality decisions• Test and refine mobile site/app
Goals for Mobile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Anders insert image of affinity/whiteboarding for business goals
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Blended Agenda Matrix
RECOMMENDED STRATEGIES
BUSINESS
USER
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Blended Agenda Matrix
CORRELATION OF OBJECTIVES
RECOMMENDED STRATEGIES
BUSINESS
USER
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile UX
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
“I didn’t have time to write you a short letter, so I wrote you a long one instead”
- Mark Twain
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile UX
• Focus user attention on core information – intensify the information.
• The content is the interface. The information is the interface. Not the “computer administration debris” (Tufte)
• Find the emergent functionality by leveraging network, location, device hardware features/sensors.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile UX
≠Des
kto
p
Mo
bil
e
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Amazon
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Hard Rock Hotel
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
EW Concepts
Entertainment Weekly Cover Quiz?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
EW Concepts: the iMust List
THE INTERSECTION OF
Liberal Arts, Technology and Commerce.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
EW Concepts: the iMust List
i-MustList
- A Snapshot of Entertainment Weekly. - Not an App, a first step to an interactive magazine- The “extended edition” of The Must List - Editorial meets eCommerce
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Digital Ecosystem
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Home to Home - Mobile Touchpoints
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile Measurement
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Hard Rock Hotel
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Hard Rock Hotel
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Hard Rock Hotel
A/B Optimization Test
Control Variant
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Hard Rock Hotel8% increase in reservations
Control Variant
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Hard Rock Hotel8% increase in reservations
Control Variant
15:1 ROI
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Windows Phone 7 Launch
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Windows Phone 7 Launch
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Microsoft Dynamics – PC and Mobile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Microsoft Dynamics – PC and Mobile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Microsoft Dynamics – PC and Mobile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
TravelPulse
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
TravelPulse
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
• Establish user and business goals early• Good UX is key element of mobile strategy• Mobile ≠ Desktop• Build mobile sites and apps with analytics and optimization testing in
mind from beginning• Mobile optimization testing can yield substantial results
Sum
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Fin
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
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