Op 21 november vond in Hamburg de “Die einzige Google Analytics Konferenz in Deutschland” plaats. Het congres stond in het teken van analytics, customer journeys, dashboarding, attributie en conversieratio optimalisatie en wordt georganiseerd door o.a. onze partner Trakken. Namens StormMC is Remi van Beekum (Chief Innovation Officer) van de partij. Hij is gevraagd om zijn visie op mobile te geven en zal ingaan op de groei van mobile, de lastigheid van het meten van cross-device gedrag en de wijze waarop advertentiebudgetten voor mobile kunnen worden ingezet. In deze presentatie: Waarom is Mobile zo belangrijk? Wat is de volgende stap in mobile? (vanuit een marketingperspectief) Hoe meet je succes, ROI of ROAS voor mobiele campagnes middels Google Analytics? Waarom is het zo lastig om mobiel te converteren? Hoe converteren mobiele bezoekers nog meer? Hoe zijn cross-device conversies inzichtelijk te maken? Een paar laatste tips English summary: Why is ‘mobile’ so important? What is the next step in mobile? How to measure succes/ ROAS for mobile campaigns using Google Analytics Why mobile conversions are so hard How to measure cross-device Some final advice

1. Mobile strategy
How to manage and optimize mobile marketing using webanalytics

2. Table of contents

Storm Marketing Consultants

Why is ‘mobile’ so important?

What is the next step in mobile?

How to measure succes/ ROAS for mobile campaigns using Google Analytics

Why mobile conversions are so hard

How to measure cross-device

Some final advice
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3. Storm Marketing Consultants
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5. Pleased to meet you!
I.
II.
I.
2 founders/owners
4 staff employees
Strategic Digital Marketing
I.
Education
I.
Digital data & webanalytics
Agency
II.
6 employees (ex. trainers)
II.
4 employees
II.
40 employees
III.
A.o. introductive courses ‘till
III.
A.o. Attribution, Universal,
III.
A.o. Search, Display,
post graduate
Mobile, Auto reporting
Affiliate, Social, Mobile, ID
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6. References
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7. Vision on digital marketing
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8. Why is mobile so important?
Most marketeers are still sleeping
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9. Why mobile is sooo important?
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Source: Benedict Evans/ Gartner

10. Why mobile is sooo important?
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Source: Benedict Evans/ Gartner

11. Why mobile is sooo important?
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Source: Benedict Evans/ Gartner

12. Why mobile is sooo important?
Consumers
Scale
 Mobile has been bigger than PC’s for a long time
 Now mobile is getting ‘smart’
 A PC is replaced every 4 or 5 years, a phone every 2 years
Usage
 Most PC’s are shared, phones are personal
 Location, photos, everywhere
 The address book is a basic social network
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Source: Benedict Evans/ Gartner

13. What’s the next step in mobile?
And how should we do that?
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14. The current situation
Where advertisers are
Where consumers are
Advertisers
Consumers
 They ‘started’ with mobile in the last
couple of years
 72% of Dutch consumers own a
smartphone (Q3 2013)
 They have a mobile/ responsive website
or an app
 32% of Dutch households own a tablet
(end of 2012)
Results
Customer journeys

Results are dissapointing

Limited insights
 People use a lot of different devices in
their customer journeys

Low conversion rates

Lots of questions
 Consumers want to use their phones to
orientate and buy stuff
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15. Questions
Questions advertisers ask
Value
 What is an app-install worth?
 Do app-installs cannibalize the existing turnover?
 Is that bad?
Journey
 How many of our clients use multiple devices to buy our stuff?
 Is there a logical sequence?
Marketing
 What is the Return on ad spend (ROAS) of campaign x?
 How should we allocate budget between campaigns?
 How should we target and optimize mobile campaigns?
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16. The traditional way of answering
these questions
‘desktop’
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17. The traditional way
The traditional way of allocating budgets online
Question
 What is the ROI/ ROAS of campaign x?
 How should we reallocate our budget?
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18. The traditional way
The traditional way of allocating budgets online
Approach
?utm_source=source&utm_medium=medium&utm_campaign=somecampaign
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19. The traditional way
The traditional way of allocating budgets online
Result
 The ROI/ ROAS of campaign x is …%
 We should shift some budget from campaign x to campaign y
 Or manage campaign x more efficient
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20. How does this apply to mobile?
‘smartphone’
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21. The mobile way
The mobile way of allocating budgets
Approach
Data:
Data:
 Keywords
 Opens
 Views
Data:
 Clicks
 Reviews
 Views
 Conversions
 Costs
 Rankings
 Downloads
 Orders/order value
 Screens (pageviews)
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22. Example of Google Analytics
Mobile app analytics
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23. Google mobile app analytics
How to measure in-app behaviour
Measure with Google App analytics
 Devices
 New users and active users
 Screens (views)
 Goals/conversions
 In-app revenue
Android vs. iOS
 Android: Connection with Google Play: traffic sources
 iOS: No connection with App store: no traffic sources
How
 Implement Google App analytics SDK in app(s)
 Hire an analytics expert/developer to do so
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24. Google mobile app analytics
Realtime location
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25. Google mobile app analytics
Audience overview
“Pageviews” are
called “screens”
Lots of returning
visitors
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26. Google mobile app analytics
App versions and crashes
Development
team fixed
something!
Old version:
less screens,
shorter sessions
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27. Google mobile app analytics
Operating systems, devices, screensizes
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28. Google mobile app analytics
Goals, revenue, conversion rates
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29. Example of Google Analytics
Mobile app analytics
Android-only
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30. Google mobile app analytics
Google Play traffic-source flow
Traffic source
Views in Google
Play
Installs
New users
(opens)
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31. Google mobile app analytics
Google Play traffic-source flow
AdWords:
low volume, and
low waste
Facebook:
high volume,
high waste
But cheap clicks ;-)
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32. Why mobile conversions are so hard
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33. Why mobile conversion rates are low
It’s hard to convert on a smartphone
Reasons not to convert on mobile
1. Cannot trust credit card security on mobile device (40%)
2. Screen size is too small (40%)
3. Cannot see detailed product/service information (27%)
4. Hard to type (25%)
5. Hard to compare prices and options (22%)
As a result
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Source 1: Google’s “Our Mobile Planet” 2013 study; Source 2: Monetate

34. Why mobile conversion rates are low
People convert on desktops or in real-world
People convert in other ways
 34% of purchaces from mobile convert on that device
 52% of purchaces from mobile convert in person (in store or by phone)
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Source: Google study 2013

35. Customer journey
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36. Cross-device conversions
Consumers
Multi-device consumer
 Dutch people own 4,3 mobile devices on avarage
 German people own 4,5 mobile devices
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Source: Deloitte

37. Cross-device conversions
Consumers
Cross Device
 34% of people use the screen/device that is nearest
 90% of people use multiple devices sequentially to accomplish a task
 67% of people start shopping on one device and continue on an other
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Source: The New Multi-Screen World Study - Google

38. Cross-device conversions
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Source: The New Multi-Screen World Study - Google

39. How to measure cross-device
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40. Cross-device conversions
Using universal analytics
Universal Analytics Open Measurement Protocol
 Universal analytics has an ‘open measurement protocol’
 It supports “User ID” (you need a whitelist for that)
 It needs some kind of log-on to identify the user on a different device
 With the log-on the script overrides the browser-specific ID with a user-ID
 Measure a user that visited our site on mobile and converted on desktop
Is it a solution?
 When you’re a website where people log in, it is
 Otherwise it’s useless, so for most it is not
Other (future) solutions
 Google might start using Google Accounts to track cross-device (like ‘estimated total
conversions’ in Adwords)
 Fingerprinting and probability based on wifi, location, other behaviour
 Might be a problem with European laws (the cookielaw)
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41. Customer journey
How do we measure the multi-device, multi-channel user?
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42. Some final advice
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43. Take-aways
Facebook
Facebook cross-device tracking
 Lots of people log into Facebook on all their devices
 Facebook has excellent cross-device tracking
 Show people a mobile ad, see them convert on desktop
Problem
 Hard to compare with other channels
 Siloized measurement (who do you trust?)
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Source: StormMC case

44. Take-aways
iOS vs Android
Stop focussing on Apple!
 Marketeers are highly educated and early adopters
 They bought iPhones and seem to think everybody has an iPhone
 Most mobile strategies are ‘iPhone-first, make a copy later’
Normal people have Android
 69% of (Dutch) people have Andoid
 22% of (Dutch) people have iOS
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Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

45. Take-aways
iOS vs Android: traffic
Android phone sends
more traffic than
desktop
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Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

46. Take-aways
iOS vs Android
Start taking Android serious
 Developing a good app takes at least a year (the first few versions suck)
 So don’t look at yesterday’s data, but try to look at the future
Native
 Native is more than a programming-language: use widgets, customizations and so on
 Brechtje de Leij (NU.nl):
“An iPhone-clone in the Play Store is as bad as putting a Feyenoord-fan in the AJAX-stadium
and say: ‘Stop whining, it is football!?’”
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Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

47. Take-aways
Start usability testing
Mr. Tappy
 Works with smartphones and tablets
 Works with tools like Morea
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48. Titel van de slide
Een ondertitel
Contact
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