1. Mobile Measurement
Joy Liuzzo, Vice President, InsightExpress, @joyliuzzo @InsightExpress
Event hashtag #MobiU2011
Presented by the Heartland Mobile Council

2. Metrics, Metrics, Metrics

3. #MobiU2011, @joyliuzzo @InsightExpress
Pick a Metric, Any Metric
• Clickthrough
• Time Spent on Site
• Average Pages
• Post Click Actions
• Etc

4. #MobiU2011, @joyliuzzo @InsightExpress
How Do You Measure This?

5. Getting Started

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Measurement Planning from Day 1
• Measurement needs to be built into the campaign from
the ground up
• Impacts strategy and tactics
• Technology, business objectives, partners
• Success metrics identified during the planning stages
• What are you aiming to accomplish
• How is success defined for each business objective
• How are mobile measurements integrated into larger
campaign measurements
• What synergies need to be measured

7. #MobiU2011, @joyliuzzo @InsightExpress
The Right Metric for the Right Objective
• Awareness Building • Impressions served
• Education (white text to take up • Landing page visits (not the
the same space) same as clickthrough)
• Driving Purchase or offline • Coupon redemption or offline
purchase behaviors purchase behaviors

8. #MobiU2011, @joyliuzzo @InsightExpress
For Every Behavior, There is an Attitude
• Top of Mind
• Yeah, I know that one
• That brand is known for…
• I like this brand
• I think I’m going to buy this
brand
• This site has everything I
need

9. #MobiU2011, @joyliuzzo @InsightExpress
Behavioral & Attitudinal – Completes the Picture

10. Mobile Measurement Compared to Other Metrics

11. #MobiU2011, @joyliuzzo @InsightExpress
Traditional vs. Digital & Mobile Media
Who is a One Trick Pony? Who is Multi-Interactive?

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Online Hasn’t Identified the One Metric
• Clickthrough
• Time Spent on Site
• Average Pages
• Post Click Actions
• SEO
• Followers/Fans
• Etc

13. #MobiU2011, @joyliuzzo @InsightExpress
Comparison of Metrics
Mobile Online TV, Print, Radio
Visitation/Usage: Viewership/Usage:
Visitation/Usage:
Reliability is variable Panel-based,
Established tracking
across media subscriber-based.
across Online sites
(SMS, Internet, Apps) Implied exposure
Behavioral: Behavioral:
Behavioral:
Reliability is variable Actions taken can be
No tracking of actual
across media tracked relatively
behaviors taken
(SMS, Internet, Apps) easily
Attitudinal: Attitudinal:
Attitudinal:
Surveys allow for data Surveys allow for data
Surveys allow for data
to be captured to be captured
to be captured

14. One Metric Example: Advertising Effectiveness

15. #MobiU2011, @joyliuzzo @InsightExpress
Mobile Ad Effectiveness Methodology
Media Campaign Runs across the Mobile Media Plan
Respondents Surveyed via Mobile Before and During Ad Campaign
Have heard Have not heard
Brand A
Brand B
Brand C
Exposure Groups are Compared to Control Baseline to Determine Media Effect
Control vs. Exposed Control vs. Exposed Control vs. Exposed

16. How Does Mobile Advertising Perform Compared to
Other Media in terms of Effectiveness?

17. #MobiU2011, @joyliuzzo @InsightExpress
Brand Metric Comparison by Single Media Channel

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Brand Metric Comparison by Media Channel Combinations

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The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising
on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over one
thousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are
based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to
measure the brand impact of mobile advertising campaigns.

20. #MobiU2011, @joyliuzzo @InsightExpress

21. #MobiU2011, @joyliuzzo @InsightExpress

22. #MobiU2011, @joyliuzzo @InsightExpress

23. #MobiU2011, @joyliuzzo @InsightExpress
Joy Liuzzo
Questions? Vice President
(203) 252-7005
jliuzzo@insightexpress.com
@joyliuzzo