Mobile Analytics: Digital Strategies and Measurement Challenges

Mobile Analytics: Digital Strategies and Measurement Challenges

In this webcast Greg Dowling of Semphonic gives practical advice on…

> Why Mobile Matters > Mobile Measurement > Mobile Strategy

American Marketing AssociationApril 2010

Mobile Analytics:Digital Strategies and Measurement Challenges

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• Semphonic 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.

About Semphonic

Portland

San Francisco

Boston

New YorkWashington, DC

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AGENDA:

- WHY MOBILE MATTERS - NOKIA MOBILE DATA STRATEGY - MOBILE MEASUREMENT - MOBILE STRATEGY

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WHY MOBILE MATTERS

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Mobile is the most popular and rapidly adopted personal technology in the world.

Why Mobile Matters

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Why Mobile MattersMobile web browsing is experiencing a meteoric rise, but still a small percentage.

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Why Mobile Matters

Net Applications, February 2010

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Why Mobile MattersSmartphones will make up nearly half of all U.S. handset sales by 2011.

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Why Mobile MattersMobile device operating systems vary widely depending on geographic location.

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Why Mobile Matters

Source: Gartner

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Why Mobile Matters

Source: GartnerSource: Gartner

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Why Mobile MattersiPhone users have most applications installed, followed by Android

Nielsen, Q4 2009

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Why Mobile MattersMobile application downloads will double in 2010 to 4.5B with $6.8B in revenue.

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Why Mobile MattersMobile commerce expected to triple by 2013 with 68B in global revenue.

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Why Mobile MattersUS mobile advertising spending to triple by 2013 with 70% currently “doing something”

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NOKIA MOBILE DATA STRATEGY

18 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

19 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

20 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

21 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

22 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

23 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

24 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

25 © 2008 Nokia

A history of hi-tech and innovation

• Founded in Tampere in 1865• Finnish Rubber Works Ltd. 1898 • Finnish Cable Works Ltd. 1912 • Nokia Corporation 1966• Electronics began in 1967

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“Everything came to us in a device that could fit into a pocket”

Convergence

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Connecting

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The Consumer Data StrategyNokia´s future success as a direct to consumer business required efficient and innovative use of consumer data

Nokia needed to develop Consumer Data as a strategic asset

•Engaging consumers to foster a continuous relationship with Nokia

•Developing targeted and relevant sales and marketing efforts

•Developing more consumer-driven services and solutions

Realizing synergies and building up common enablers was key for utilizing consumer data as a strategic asset

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The Consumer Data Situation

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Common language was missing • No common definitions for consumer data

The Consumer Data Situation

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Consumer data was fragmented• Consumer data in multiple fragmented

databases, with limited capability to combine on service wide level

Common language was missing • No common definitions for consumer data

The Consumer Data Situation

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Consumer data was fragmented

Consumer data quality was poor

• Consumer data in multiple fragmented databases, with limited capability to combine on service wide level

• Lack of common data models and data management practices led to poor quality

Common language was missing • No common definitions for consumer data

The Consumer Data Situation

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Consumer data was fragmented

Consumer data quality was poor

Analytics competencies missing

• Consumer data in multiple fragmented databases, with limited capability to combine on service wide level

• Lack of common data models and data management practices led to poor quality

• Need for competent data analyst resources at Nokia far exceeded current levels

Common language was missing • No common definitions for consumer data

The Consumer Data Situation

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Consumer data was fragmented

Consumer data quality was poor

Analytics competencies missing

Consumer data & insights were not part of business processes

• Consumer data in multiple fragmented databases, with limited capability to combine on service wide level

• Lack of common data models and data management practices led to poor quality

• Need for competent data analyst resources at Nokia far exceeded current levels

• Consumer data not consciously in the scope of developing and operating a service or innovating new business models

Common language was missing • No common definitions for consumer data

The Consumer Data Situation

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Consumer data was fragmented

Consumer data quality was poor

Analytics competencies missing

Consumer data & insights were not part of business processes

Marketing activities not guided by common principles

• Consumer data in multiple fragmented databases, with limited capability to combine on service wide level

• Lack of common data models and data management practices led to poor quality

• Need for competent data analyst resources at Nokia far exceeded current levels

• Consumer data not consciously in the scope of developing and operating a service or innovating new business models

• Lack of common marketing campaign tracking and optimization principles and practices

Common language was missing • No common definitions for consumer data

The Consumer Data Situation

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Consumer data was fragmented

Consumer data quality was poor

Analytics competencies missing

Consumer data & insights were not part of business processes

Marketing activities not guided by common principles

• Consumer data in multiple fragmented databases, with limited capability to combine on service wide level

• Lack of common data models and data management practices led to poor quality

• Need for competent data analyst resources at Nokia far exceeded current levels

• Consumer data not consciously in the scope of developing and operating a service or innovating new business models

• Lack of common marketing campaign tracking and optimization principles and practices

Common language was missing • No common definitions for consumer data

The Consumer Data SituationConsumer data NOT regarded as an asset

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MAKING THE HARD DECISIONS

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PeopleProcessTools

Nokia Mobile Data Strategy

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People

Nokia Mobile Data Strategy

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A special working group with the charter and the resources to address Nokia’s Consumer Data issues.

NOKIA Vision: To Become a Consumer Driven Internet Company.

CDI Program Vision: Consumer Data Is An Integrated Part of Nokia Business.

CDI Mission:1. Build Consumer Data Into a Strategic Asset2. Communicate In-Depth Consumer

Understanding 3. Utilize Consumer Data Effectively By:

• Engaging consumers to have a continuous relationship with Nokia

• Developing targeted sales and marketing efforts

• Developing more consumer-driven solutions

• Operating in direct-to-consumer businesses and uplifting mobile advertising business

Consumer Data & Interaction Program

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Purpose:• Lead the Services wide consumer data initiative

and enable fact based decision making• Improve the speed and quality of customer

relationship management and product development

Accountability:• Consumer data strategy implementation• Analysis and cross promotion capability based on

user data• Services level dashboards, Learning Agendas,

and Optimization PlansCommon definitions

Results

Analysis

Services Intelligence & Analytics

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PeopleProcess

Nokia Mobile Data Strategy

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Acquire Engage

Retain Convert

What % of the target audience did the service reach?Where does the traffic come from?What is the cost ?

Are we getting users to interact with the service?Are we building their trust?What is the cost ?

Are visitors performing the actions that will lead to our success?Are these actions making our business successful?What is the cost ?

Are we building loyalty?Are the users converting again over time?Are the users recommending our service?What is the cost ?

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the user experience

Acquire Engage

Retain Convert

What % of the target audience did the service reach?Where does the traffic come from?What is the cost ?

Are we getting users to interact with the service?Are we building their trust?What is the cost ?

Are visitors performing the actions that will lead to our success?Are these actions making our business successful?What is the cost ?

Are we building loyalty?Are the users converting again over time?Are the users recommending our service?What is the cost ?

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Unified Nokia Standard

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How did we document KPIs?

Business goals & resources used to achieve these goals

Definitions of the AECR events specific to the service

KPIs, Metrics & Funnels used to measure these goals

List of all the data needed to populate the KPIs, Metrics & Funnels

Campaigns specific KPIs & Metrics

Goals

KPIs, Metrics & Funnels

AECR events

Data list

Campaigns

Unified Nokia Standard

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How did we document the Reporting Plan?

Lists all the dashboards and reports to be delivered

Describes the detailed specifications of each and every dashboard and report listed

List all the users access rights for access to the online versions of the reports

Dashboards

Access rights

Dashboards details

Unified Nokia Standard

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How did we document the Implementation Plan?

Unified Nokia Standard

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How did we document the Implementation Plan?

Unified Nokia Standard

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How did we document the Implementation Plan?

Unified Nokia Standard

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How did we document the Implementation Plan?

Unified Nokia Standard

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How did we account for cross platform visibility?

Unified Nokia Standard

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PeopleProcessTools

Nokia Mobile Data Strategy

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Vendor Evaluation ProcessCriteria for Evaluation• Ease of implementation• Traditional tracking• Mobile tracking• Reporting capacity• Analytics capacity• Business user usability• Analyst usability• Data export• Data import• Administration• Information security• Data storage• Legal

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Vendor Evaluation ProcessCriteria for Evaluation• Ease of implementation• Traditional tracking• Mobile tracking• Reporting capacity• Analytics capacity• Business user usability• Analyst usability• Data export• Data import• Administration• Information security• Data storage• Legal

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Vendor Evaluation ProcessCriteria for Evaluation• Ease of implementation• Traditional tracking• Mobile tracking• Reporting capacity• Analytics capacity• Business user usability• Analyst usability• Data export• Data import• Administration• Information security• Data storage• Legal

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Vendor Evaluation ProcessCriteria for Evaluation• Ease of implementation• Traditional tracking• Mobile tracking• Reporting capacity• Analytics capacity• Business user usability• Analyst usability• Data export• Data import• Administration• Information security• Data storage• Legal

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Omniture Suite for Web Analytics Data Warehouse for Centralized Consumer Data Management

Tool Selection

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Omniture Semphonic

Mobile StandardTechnical Support and Review

Best PracticesImplementation Support

Fixed Web StandardAECR Framework Integration

Implementation Design and Support

Consulting Partners

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MOBILE MEASUREMENT

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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

Integrated Applications• Apps are significant part of mobile

Measurement Challenges

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Measurement Strategies• There are four common Mobile Measurement Strategies

• JavaScript tagging as per the fixed web

• Server-side image requests

• Wire Line Capture

• API Collection & Insertion

• Each has some advantages and each has some significant disadvantages

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JavaScript Tagging

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Server Side Image Requests

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Wire Line Capture

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API Collection & Insertion

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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• Early integration with development• Map data to fixed and mobile web• More rigorous testing required

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So what did Nokia do?

• Image Tags for Mobile

• XML Data Insertion API for Mobile Apps• 1st Party Cookie for fixed web, Subscriber ID for Mobile Web,

application identity (UUID) for mobile apps.• Capture visitorID method (Subscriber ID, cookie, UA & IP) and

Device Type as variables• Use of obfuscated Nokia Account ID to create a cross-channel

view for fixed web, mobile web and mobile applications.• Separate report suites for each channel with different keys –

insertion managed by automated rules.

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MOBILE STRATEGY

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• Get S.M.A.R.T with mobile

Mobile Strategy

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• Get S.M.A.R.T with mobile

Mobile Strategy

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• Get S.M.A.R.T with mobile

Mobile Strategy

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Strategy

Measurement

Analysis

Reporting

Tactics

Mobile Strategy

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Strategy Assess your ‘Mobile Readiness’o Determine product suitabilityo What are your objectives?o What is your commitment?o What is the ROI?

Mobile Strategy

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Measurement Define a ‘Measurement Plan’o Establish KPIso Tie KPIs to business objectiveso Evaluate enablement optionso Assess technical limitations

Mobile Strategy

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Analysis Establish intelligent ‘Correlations’o Appropriate dimensionso Fixed web vs. mobile webo High value taskso Integration with offline data

Mobile Strategy

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Reporting Make strategic information ‘Obvious’o Leverage data visualizationo Allow for data interactiono Appropriate level of detailo Automate where possible

Mobile Strategy

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Tactics Generate ‘Actionable Insights’o Let data define actionso Enhance segmentationo Channel optimizationo Leverage experimental design

Mobile Strategy

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Summing Up

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Summing Up

Determine your ‘Mobile Readiness’

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Summing Up

Determine your ‘Mobile Readiness’ Define a ‘Measurement Plan’

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Summing Up

Determine your ‘Mobile Readiness’ Define a ‘Measurement Plan’ Establish intelligent ‘Correlations’

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Summing Up

Determine your ‘Mobile Readiness’ Define a ‘Measurement Plan’ Establish intelligent ‘Correlations’ Make strategic information ‘Obvious’

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Summing Up

Determine your ‘Mobile Readiness’ Define a ‘Measurement Plan’ Establish intelligent ‘Correlations’ Make strategic information ‘Obvious’ Generate ‘Actionable Insights’

Thank you!Email: gdowling@semphonic.comTwitter: @gregdowling

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