Measuring the Mobile Visitor Nash Islam Head of Mobile Ad Operations, Asia-Pacific

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Mobile Tracking: Then

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Mobile Tracking: Today

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HTML & Applications WAP

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Desktop websites being viewed on mobile devices

What is mobile measurement?

Mobile websites viewed on smartphones and feature phones

Android and iOS apps

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Agenda

1 Understanding the Mobile Opportunity

2 Mobile Apps

3 Mobile Websites: Estee Lauder Case Study

Background •  The mobile internet is today’s main driver of growth in time

spent online.

•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.

•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Understanding the Mobile Opportunity

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Understanding Your Mobile Opportunity

•  Before you invest in mobile, analyse your desktop website’s data to understand mobile usage pattern.

•  Example from a Southeast Asian e-commerce business. Used their web analytics data to identify: •  Which platforms to focus development effort on

•  Content & market considerations

•  Bandwidth considerations

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Evaluating Mobile Platforms

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•  Bulk of the revenue generated from mobile devices is coming from iOS and Android devices. •  iOS users on the whole generate significant value for is this company. •  iPad users are the most valuable mobile segment by far.

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•  Prioritise iOS development. •  Improve the user experience for iPad users. •  Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g.

iPhone, iPod).

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Mobile Visitors by Market (by Per Visit Value)

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Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries.

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Mobile apps will need to take developing market conditions into account in its design considerations: •  Operate efficiently on low bandwidth connections •  Localised content

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Mobile Visitors by Service Provider

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•  A majority of mobile visitors are browsing via service providers in developing markets. •  Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability.

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•  Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations.

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Background •  The mobile internet is today’s main driver of growth in time

spent online.

•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.

•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Measuring Mobile Apps Visitors

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Android & iOS App Tracking

•  Pageviews

•  Events

•  Ecommerce

•  Custom Variables

•  Testing & Debugging

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Track Android App Referrals

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market://details?id=coke.snowglobe&referrer=utm_source%3Dadmob%26utm_medium%3Dcpc7%26utm_term%3D%phn%%26utm_campaign%3Dlivewallpaperapacmy

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Example: Coca-Cola Live Wallpaper

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Download App from Android Market

Open App & Set Wallpaper Live Wallpaper Installed

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•  The mobile internet is today’s main driver of growth in time spent online.

•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.

•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Measuring Mobile Site Visitors: Estee Lauder Case Study

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Analytics for Smartphone sites is the SAME

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For Smartphone sites built in HTML, Analytics implementation is same as desktop sites For Feature Phone (WAP) sites, it’s slightly different

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Estee Lauder Mobile Website in Thailand

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Thailand Usage by City and Engagement

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Thailand Usage by City and Engagement

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•  The average time on site is 27s. Users in Phuket, however, tend to spend twice the average time (over 1 minute) on the site.

•  Visitors from Nonthaburi, Phitsanulok, Ranong, and Bangkok spend higher than average times on the site.

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•  Hypothesis (one of many): Beach tourists are interested and engaged in researching for skin care products. •  Test: Targeted campaigns towards holiday goers.

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Engagement by Device

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•  Majority of engaged users use either a Samsung or Apple device. •  Interestingly, Galaxy Tab users are more likely to spend > 3 minutes on the site than iPad users are. •  However, of these users, only iPhone and iPad users interacted with the video

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•  Test usability enhancements on site to encourage Android users to play the video. •  Make videos more discoverable on the site.

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Optimizing for the mobile audience

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Insights Actions

The average time on site is 27s. Users in Phuket, however, tend to spend twice the average time (over 1 minute) on the site.

Hypothesis: Beach tourists are interested and engaged in researching for skin care products. Test targeted campaigns towards holiday goers.

Majority of engaged users use either a Samsung or Apple device. However, of these users, only iPhone and iPad users interacted with the video.

Test usability enhancements on site to encourage Android users to play the video; and make videos more discoverable on the site.

•  The mobile internet is today’s main driver of growth in time spent online.

•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.

•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Final Thought

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Final Thought

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Mobile users behave differently than website users. Watch for usage patterns by Device, Operator Networks and Location. Formulate your mobile strategy around the data

Remember to implement Google Analytics on your •  HTML Mobile Sites •  WAP Mobile Sites •  Android Apps •  iPhone Apps

THANK YOU

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