Mobile analytics 3.0

© 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 1


Agenda

•  What Problem Are We Trying To Solve •  Who Benefits •  Our Approach •  Our Output


A glass ½ full or ……..


What phones can do and what we do with them has evolved tremendously


Smart phones now deeply integrated into our daily lives…


All projections point to exponential growth…

Mobile Access to Rival PC Access by 2013/14

M-Commerce Spend to Grow 3x by 2015

Mobile Advertising Grows 2x by

2015

Mobile Searches Grow 4x by 2015

Sources: e-Marketer, Gartner, RBC Capital


Measurement woes for marketers….

63% Haven’t Measured

Mobile ROI

51% Are Not Executing a Mobile Strategy

33%

“Don’t know how to measure the ROI of Mobile”

52%

Struggle to Get Budget For Mobile

Source: Forrester, Mobile Chanel Strategy Report(6/11), e-Marketer, Ovum/IAB

55% Spent less than $50K



Mobile is the most measurable channel


But there are issues …


The biggest challenge

This Is Not This


Once size fits none ….

Mobile Analytics


5 main challenges that impact mobile measurement

1.  Usage 2.  Ecosystem 3.  Persistent Identity 4.  Analytics 5.  Market level tools


1. Usage is diverse

• Modality –  SMS, Apps, Web

•  Device Type –  Smart vs. Feature vs. Tablet

•  Browser Type –  Safari vs. Opera vs. Chrome

•  OS –  iOS vs Android vs. Windows

vs. Blackberry

And this creates Data Silos


2. Mobile ecosystem is fragmented...

Which leads to data getting munged along the way


3. Persistent identity is the key to all digital analytics ….

And cookies just don’t work consistently in mobile


4. Drawbacks of applying traditional web analytics to mobile…

They don’t work ….


5. Market level tools have severe limitations

1.  Sample vs Census vs Hybrid 2.  Measure modalities differently 3.  Useful for topline measures only


Confused? You are not alone….


Rapid evolution of usage & adoption has left us catching up to measurement


8% of time, but less then 1% of spend, but not for long…


Mobile Measurement: most crawling, flying will take a while


44% of Fortune 100 Co. Have No

Mobile Content Strategy*

* Pure Oxygen Lab 2013

A glass ½ full or ……..


Additional Resources

• Whitepapers –  State of Mobile Measurement (IAB) @ http://tinyurl.com/4x6rc4a –  The MMA Primer on Mobile Analytics @ http://tinyurl.com/9vzm5tj –  Mobile Marketing Metrics @ http://tinyurl.com/8nshbex

•  Relevant Infographics –  http://econsultancy.com/us/blog/7697-10-mind-blowing-mobile-infographics

•  Apps vs Web –  http://allthingsd.com/20121129/now-its-a-race-comscore-adds-up-web-mobile-and-app-

eyeballs-for-the-first-time/ –  http://www.forbes.com/sites/fredcavazza/2011/09/27/mobile-web-app-vs-native-app-

its-complicated/ –  http://econsultancy.com/us/blog/7832-the-fight-gets-technical-mobile-apps-vs-mobile-

sites

•  General Websites –  http://www.mobilemarketer.com/


Questions?


email: [email protected] LinkedIn: www.linkedin.com/pub/evan-neufeld/0/b29/5ba Twitter:@mobilewallah



Key measures mobile vs. desktop

new slide


Product Demo: Google Analytics

http://www.google.com/analytics/features/tour.html


Mobile Analytics Version 1.  Demographics 2.  Traffic Source 3.  Device Type 4.  Browser Type 5.  Carrier Network


Mobile Analytics Version 1.  UVs 2.  Page Views 3.  Data consumption 4.  Returning Visitors* 5.  Time of Day 6.  Segmentation* 7.  Session time 8.  Session type 9.  Location 10.  Bounce rate * When possiable


Mobile Analytics Version 1.  ROI 2.  Surveys 3.  Actions Taken


Key measure for apps

•  Finding & Using –  Total Downloads –  Total Installs –  Unique Users –  Active Users Rate ( app users/

total downloads) –  New Users –  Conversions –  Churn –  devices and networks used to

access app –  Geography –  Depth (# of screens)

•  Engaged & Loyal –  Frequency of visits –  Depth of visist (Ratio of visiting to

users over time) –  Duration –  Bounce Rate –  customized tracking of special

content, like video •  High Value Activities

–  Audience Characteristics –  User Activities

•  Retrain & Encourage –  Stickiness –  Leverage –  Feedback /Ratings


Upstream & downstream works very different in apps


Many traditional analytics companies have some app analytics capabilities….


Dash Board Review: Flurry













Technology

Mobile analytics 3.0