Embed Size (px)
DESCRIPTION
Citation preview
Benchmarking Excellence in Mobile
Stream:20 Core Service Groupings
Digital Sales Planning
Digital Organisation
Digital Sales Toolkit
Digital Sales Delivery
Optimising your business structure and skillsets for digital success
Ensuring the correct toolkits are implemented for success
Providing innovative strategic support and analysis to drive your digital sales function
Driving incremental revenue across Desktop/ Mobile/Tablet
Planning realities in mobile
20%-50% of
traffic is now
mobile
Conversion is
often up to
50% lower on
mobile
Digital Benchmarking
Delivery
Channel marketing
Display
Social
PPC
SEO
Affiliates
Emerging channels
Offline to online
eCommerce
Conversion
UX
Self care
Mobile web
Mobile apps
Planning
Forecasting
Segment. & Data Planning
Attribution
Pricing &
Offers
Acquisition Strategy
Retention Strategy
Content Marketing
Retargeting Strategy
Toolkits
Performance Reporting
ESP
Affiliate network
Ad Server
Analytics
Organisation
Structure & resource
KPI ownership
& alignment
Supplier management
29 core areas (score of 0-5)
155 factors where you can
achieve marginal gains
(score of 0-5)
4 pillars (score of 0-5)
Overall score (score of 0-5)
Benchmark Group
DB score
Mobile site Tracking , Analytics
5
Full adaptive mobile site developed following an earlier responsive design. You are now
able to share content across device and also tailor content based on mobile vs. online.
Full tracking and analytics across the site, all pages and entry points
4
3 Online site is optimised for mobile devices and is a responsive design based on screen size & resolution
Basic tracking used. Desktop analytics provide insights into
devices usage
2
1 No mobile site No tracking used
Competency Spectrum
Advanced
Basic
Competitive
3.0 3.1
DB score
Promotion Data
5 Cross channel activity builds awareness
of our mobile offer and helps drive activity through to the mobile site
Mobile customers fully integrated into database to form a single customer
view. Data is also collected for mobile numbers as part of any registration
both on and offline
4
3 Limited promotion of the mobile site through one to two media channels
Some ability to draw conclusions from analytics on customer value, behaviour of mobile customers, transactions etc. but data is very high-level and is never truly accurate against other channels
2
1 No mobile promotion is place. Users
typically only find our mobile offering via a redirect or by accident
No data integration & limited customer insight generated from mobile web. Organisation lacks the insight to gain
any momentum from the mobile channel to help produce any further
budget contribution
Competency Spectrum
Advanced
Basic
Competitive
DB score
5
KPIs are carefully developed to reflect specific campaign goals and tie them up to overall marketing goals. Performance targets and thresholds are clearly defined. Where appropriate, non-mainstream KPIs are also defined to provide a more granular view of campaign performance and media optimisation.
4 Between 3 & 5
3 KPIs are set, but do not fully complement the overall display strategy
2 Between 1 & 3
1 No KPIs defined, media bought to support above the line campaigns with no accountability
2.4 2.2
DB score
Creative Strategy
5 Mobile site is endorsed by your
brand and marketing teams and is a truly integrated experience
Clearly defined long term strategy across all devices, platforms and innovations with clear road map of how the organisation plans to
adapt mobile
4
3
The mobile site ties in to wider user experience of the brand. User
experience has been tested & optimised
Mobile strategy in place but is focused on device rather than
offering
2
1
The look and feel of the mobile site is not reflective of your site. The user experience is poor e.g.
not thumb friendly. Brand guidelines or treatment is not
adhered to.
No long term strategy for mobile web in place - reactive not
proactive in adapting any strategy for mobile
Competency Spectrum
Advanced
Basic
Competitive
DB score
5
KPIs are carefully developed to reflect specific campaign goals and tie them up to overall marketing goals. Performance targets and thresholds are clearly defined. Where appropriate, non-mainstream KPIs are also defined to provide a more granular view of campaign performance and media optimisation.
4 Between 3 & 5
3 KPIs are set, but do not fully complement the overall display strategy
2 Between 1 & 3
1 No KPIs defined, media bought to support above the line campaigns with no accountability
2.8 2.9
Benchmark Group
CO
NV
ER
SIO
N P
OIN
T
The real challenge is cross platform activity
Call Centre Mobile Web App
Ecosystem
MA
RK
ET
ING
Web Retail
CO
NS
UM
ER
The real challenge is cross platform activity
Call Centre Mobile Web App
Ecosystem Web Retail
CO
NS
UM
ER
M
AR
KE
TIN
G
BU
SIN
ES
S
Planning issues
• Cross platform is the biggest challenge – consumers are already there
• It’s a great opportunity to get ahead
• Tracking across platform is a massive issue with very few
viable solutions
• Understanding where you are – can dictate when you can make the most of the channel
Conclusions
• The benchmark group – shows still very early days in
mobile
• Opportunities exist to get well ahead – depending on
where you are in you area of development
• Mobile as cross platform needs to be embraced
• Structured planning will help you define where to go
