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

2. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
2
Agenda
• What Problem Are We Trying To Solve
• Who Benefits
• Our Approach
• Our Output

3. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
3
A glass ½ full or ……..

4. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
4
What phones can do and what we do
with them has evolved tremendously

5. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
5
Smart phones now deeply integrated into
our daily lives…

6. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
6
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

7. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
7
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

8. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
8

9. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
9
Mobile is the most measurable channel

10. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
10
But there are issues …

11. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
11
The biggest challenge
This Is Not This

12. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
12
Once size fits none ….
Mobile
Analytics

13. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
13
5 main challenges that impact mobile
measurement
1. Usage
2. Ecosystem
3. Persistent Identity
4. Analytics
5. Market level tools

14. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
14
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

15. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
15
2. Mobile ecosystem is fragmented...
Which leads to data getting munged along the way

16. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
16
3. Persistent identity is the key to all
digital analytics ….
And cookies just don’t work consistently in mobile

17. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
17
4. Drawbacks of applying traditional web
analytics to mobile…
They don’t work ….

18. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
18
5. Market level tools have severe limitations
1. Sample vs Census vs Hybrid
2. Measure modalities differently
3. Useful for topline measures only

19. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
19
Confused? You are not alone….

20. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
20
Rapid evolution of usage & adoption
has left us catching up to measurement

21. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
21
8% of time, but less then 1% of spend,
but not for long…

22. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
22
Mobile Measurement:
most crawling, flying will take a while

23. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
23
44% of Fortune
100 Co.
Have No
Mobile Content
Strategy*
* Pure Oxygen Lab 2013
A glass ½ full or ……..

24. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
24
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/

25. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
25
Questions?

26. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
26
email: evan@storylinecorp.com
LinkedIn: www.linkedin.com/pub/evan-neufeld/0/b29/5ba
Twitter:@mobilewallah

27. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
27

28. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
28
Key measures mobile vs. desktop
new slide

29. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
29
Product Demo: Google Analytics
http://www.google.com/analytics/features/tour.html

30. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
30
Mobile Analytics Version
1. Demographics
2. Traffic Source
3. Device Type
4. Browser Type
5. Carrier Network

31. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
31
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

32. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
32
Mobile Analytics Version
1. ROI
2. Surveys
3. Actions Taken

33. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
33
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

34. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
34
Upstream & downstream works very
different in apps

35. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
35
Many traditional analytics companies
have some app analytics capabilities….

36. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
36
Dash Board Review: Flurry

37. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
37
Dash Board Review: Flurry

38. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
38
Dash Board Review: Flurry

39. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
39
Dash Board Review: Flurry

40. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
40
Dash Board Review: Flurry

41. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
41
Dash Board Review: Flurry

42. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved
Direction. Acceleration.
42
Dash Board Review: Flurry