Webtrends Webinar Slides: Mobile Measurement--Mission Critical

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Mobile Analytics: Mission Critical

Why Effective Measurement Is a Foundation for

Successful Mobile Programs

1


Agenda

• 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


IAB Study on Mobile

3

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.


Mobile Program Measurement – Current State

63% Don’t

Know or

Haven’t

Measured


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”


6

Aberdeen Study – Current State

Download this report

http://trnd.me/q4q5Ua


7

Aberdeen Study – Current State

Download this report

http://trnd.me/q4q5Ua


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


38% are

dissatisfied

with branded

apps …

Source: EffectiveUI 2010


Mobile as a Part of Digital eCRM


Mobile

Social

Email

Display

Search

Site

Media/Channel Silos

Mobile

Social

Email

Display

Search

Site

Consumer Centric View

Eradicating Silos - Consumer Centric Marketing


eC

RM

Data

base

Email

WWW Analytics

Social Media

Search

Display

Mobile

Offline/Direct Response

Breaking Down Mobile Silos – informing eCRM




Mobile Measurement Maturity Model


Mobile Measurement Challenges

• Complex array of devices to

track – Feature phones

– Smartphones

– Tablets

– QMDs

• Mobile data exists in silos

• Cookies/tags not supported in

non smartphone universe

• Online/offline data collection

schemes required

• Absence of industry

performance benchmarks

• Some web based analytics

solutions are architected

around WWW capabilities

• Limited number of variables

that platform capable of

tracking

• Ability to import & export data

from analytics platform

• Ability to monetize specific

conversion events often

limited


Adoption as

Number of

Downloads

Usage and

Engagement

Effectiveness

and optimization

Mobile Measurement Maturity Scale


Adoption

– App downloads

– Site or app visitors

– App usage (% of DL)

– SMS 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


• Start early

• Involve stakeholders

• Think about distribution

and format

• Find means to measure

ALL mobile

traffic/interactions

• Focus on critical

measures

• Must first understand

existing mobile traffic to

site

Usage Rate

Planning Mobile Measurement


• Baseline performance

• Understand existing

mobile

traffic/behaviors

• Compare channels

• Monetize actions

• Allow Appropriate

depth

• Discover optimization

opportunities

Demonstrate the Value of the Mobile Channel


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


• Understand trend of mobile traffic to site and device composition

• Insure solution measures all mobile traffic – not just smartphones

• 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


Build an App – What Platform(s) to Prioritize?

http://www.puremobile.ca/insiderblog/wp-content/uploads/2009/11/apple-logo.jpg

http://www.engadget.com/2010/10/28/hp-palm-quietly-debuts-new-hp-palm-logo/


• 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


Case Studies – Brands that Get It


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.


“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


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


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!


Thank You

Michael Ricci

Vice President – Mobile

[email protected]

@MobileNTRactv

http://www.facebook.com/webtrendsmobile

http://www.youtube.com/webtrends


• Founded the web analytics industry in 1993 and recognized as undisputed global leader in digital (web, social, mobile) analytics

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• 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

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Webtrends Webinar Slides: Mobile Measurement--Mission Critical