@vinoaj

Mobile Attribution Vinoaj (Vinny) Vijeyakumaar Managing Partner / Co-Founder Sparkline vinny@sparkline.com @vinoaj

@vinoaj

@vinoaj

@vinoaj

Caught  up  in  vanity  metrics

Impressions Clicks

CTR Reach

http://www.flickr.com/photos/centralasian/5829549813/

@vinoaj

Caught  up  in  vanity  metrics

Impressions Clicks

CTR Reach So What?

What difference has this made to my business?

http://www.flickr.com/photos/centralasian/5829549813/

@vinoaj

Today

• Best  prac*ces  for  measuring  on  mobile  • Taking  ac+on  on  your  data  

@vinoaj

Measuring  the  Right  Things

@vinoaj Source: McKinsey, 2009

Number of sales

Number of items per basket

Average order value Macro ($) goals

Too  many  marketers  are  preoccupied  with  macro  goals

@vinoaj Source: McKinsey, 2009

The  Consumer  Decision  Journey

@vinoaj

Awareness Evaluation Purchase Loyalty / WOM

KPIs

Goa

ls

# paid users # sales # in-app purchases

User upgraded Product purchased In-app purchase made

# impressions # new visits # mentions

Time on site (new visitors) Pages / session (new visitors)

# signups # referrals # likes Video engagement

User signs up Referral made Referral signup

Return visits # mentions # referrals

Referral made Referral signup

@vinoaj

Ac>on  is  more  powerful  than  measurement

Impressions Clicks

CTR Reach So What?

What difference has this made to my business?

http://www.flickr.com/photos/centralasian/5829549813/

@vinoaj

Ac>on  plan  (an  ecommerce  example)

Strategic Objectives

•  Volume •  Cost Reduction

Funnel Stage

•  Purchase

If KPI or Goal Drops by Take these Actions

# Purchases 5% •  Test calls to action •  Test description on landing

page # Purchases 10% •  Modify checkout process

New Visitors 8% •  Shift budgets to channels delivering high new visitor rates

•  Test ad copy •  Broaden targeting

@vinoaj

Google  Analy>cs

@vinoaj

Web analytics Channel-agnostic tracking

Channel-specific tracking

KPI  &  Goal  Tracking  Toolbox

Toolbox

App analytics

@vinoaj

Google  Analy>cs

@vinoaj

Track Behaviour & Actions

16

Entry Exit

Behaviour

Engagement

@vinoaj

Mobile  Tracking

• Mobile  HTML  

• iOS  apps  

• Android  apps  

@vinoaj

Cross  Device  Usage  Tracking

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@vinoaj

Effec>ve  Device  Mix

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Path  to  Purchase

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Benchmark  Your  Performance

@vinoaj

Take  Ac>on  On  Your  Data

@vinoaj

Amari  Hotels

45% increase in sales

0% increase in

resources required

@vinoaj

Paid Search

Paid Display

@vinoaj

Paid Search

Paid Display

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

Last-­‐click  aRribu>on

@vinoaj

@vinoaj

@vinoaj

@vinoaj

Amari  revisited:  comparing  models

@vinoaj

The value of each channel according to the attribution models applied

Amari  revisited:  comparing  models

@vinoaj

The value of each channel according to the attribution models applied

The difference in value of each channel between the last-click attribution model and applied attribution model.

Amari  revisited:  comparing  models

@vinoaj

AMARI TOTAL MARKETING BUDGET

Realloca>ng  resources

Display channels Non-Display channels

7%

BEFORE

17%

AFTER

@vinoaj

Prosopagnosia  

@vinoaj

@vinoaj

All  web  analysts  are  face  blind 0101010001101000011010010111001100100000011010010111001100100000011000010010000001100110011000010110001101100101011011000110010101110011011100110010000001110000011001010111001001110011011011110110111000101100001000000110101001110101011100110111010000100000011011110110111001100101011100110010000001100001011011100110010000100000011110100110010101110010011011110110010101110011

@vinoaj

The  Aim

@vinoaj

Step  1:  Know  your  customers’  gender  &  age  makeup

@vinoaj

Step  2:  What  interests  my  customers?

@vinoaj

A  smartphone  retailer  

@vinoaj

What  interests  my  customers?

@vinoaj

Propensity  to  Spend

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What  are  my  customers  looking  to  buy?

@vinoaj

Propensity  to  Spend

@vinoaj

What  ac>on  do  we  take? Interests  •  Technophiles  •  Shu?er  Bugs  •  Pop  Music  

In  the  market  for  •  Apparel  •  Tech  Accessories  

A  few  sugges+ons    •  Put  the  camera  front  &  center.  Highlight  the  

camera’s  features.  •  Put  front  &  center  speaker  quality.  •  How  many  HD  photos  can  the  device  store?  •  How  many  songs  can  the  device  hold?  •  How  much  play*me  can  I  get  on  a  full  ba?ery?  

@vinoaj

Don’t  be  afraid  to  drill  down

★  

★  

★  

@vinoaj

Segment  &  Learn

Find  out  more:  h?p://vnjv.co/unifiedsegts      

@vinoaj

Segment’s  Purchase  Behaviour

@vinoaj

Segment’s  Intent

Our  valuable  segment  of  users  are  interested  in  Android  phones  –  primarily  those  made  by  Xiaomi,  HTC,  or  Samsung  

@vinoaj

Retarget  to  Your  Valuable  Segments

@vinoaj

Digital  knowledge  can  be  applied  to  offline  contexts  too  …

In-­‐store  promo+ons  &  bundles  

Store  layout  

@vinoaj

4  Things  to  do  on  Monday

@vinoaj

4  things  to  do  on  Monday

Establish a measurement framework for your sites 1 Implement Google Analytics on your mobile sites 2 Understand cross-device behaviour 3 Take action on your data! 4

@vinoaj

Measure What Matters! Vinoaj (Vinny) Vijeyakumaar Managing Partner / Co-Founder Sparkline vinny@sparkline.com @vinoaj