Mais conteúdo relacionado Semelhante a Webinar deck: iLoop Mobile - Mobile Analytics (20) Webinar deck: iLoop Mobile - Mobile Analytics 1. The Future of Mobile Analytics
Why Effective Measurement Is a Foundation
for Successful Mobile Programs
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
1
2. Agenda
• Intro to Webtrends & iLoop Mobile
• Problem Definition
• Eradicating Data Silos
• Mobile as a part of Digital eCRM
• Mobile Measurement
• Maturity Scale
• What Should be Measured?
• Taking a 360º approach
• Case Studies – Brands Who Understand Importance of
Measurement
• Q&A
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
2
3. About iLoop Mobile
• Industry leading technology and services make it fast and easy
to create, manage and analyze mobile marketing campaigns
and content delivery initiatives worldwide
• Award winning iLoop Mobile Platform for creating state-of-the- McDonalds: Enjoy one
art SMS/MMS campaigns, mobile sites, POS mobile coupons, FREE Small McCafe. Code
LBS messaging and other mobile marketing initiatives 34d83w Exp.1/6/10 Text
HELP for help. Text STOP
to cancel.
• Industry leader in mobile marketing strategy, managed service
campaign delivery and professional services
• Campaign design that achieves mission critical marketing
objectives, answering the individual needs of customers
• Customers include Fortune 500 brands, agencies, media
companies, and other tier-one companies
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
4. About Webtrends
• Founded the web analytics industry in 1993 and
recognized as undisputed global leader in digital (web,
social, mobile) analytics
• HQ in Portland and offices in London, Sydney, Tokyo,
Paris, Milan, Beijing & Singapore
• Help our customers turn data into insights and understand
customer behavior across a broad array of digital channels
• Industry’s leading mobile analytics solution which
effectively brings together mobile web, applications, and a
host of other key mobile data into one comprehensive
platform
• Partner of choice for some of the leading brands in mobile
today
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
5. IAB Study on Mobile
Study undertaken by Ovum. Published July 2011
• Over 50% stated that they are treating mobile as
integral to advertising strategy
• 35% revealed they will increase spend by over
50%
• 60% revealed smartphones are a high priority
• 31% stated they are actively developing tablet
apps
• 69% stated their largest frustration is lack of
standardized metrics/measurement.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
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7. OCT 2010 Thomas Husson – Mobile Strategy
APR 2011 Joe Stanhope – Mobile Measurement Imperative
• Less than 1/3 of global brands have developed a mobile strategy
• 2/3rds have no real measurement or analytics in place
• Data not being used to inform strategy or enhance mobile UIs.
• Analysts termed this a key impediment to success in this channel.
• Smartphone & tablet explosion and rapid growth of mobile data services only
aggravating issue and creating an imperative
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
8. Was last year 2010 or 1999? Mandate
I don t know what a n
APP
website is, but I know I
need to have one.
Experimentation
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
10. Eradicating Silos - Consumer Centric Marketing
Media/Channel Silos Consumer Centric View
Mobile!
Social! Mobile!
Site! Social!
Site!
Email!
Search!
Search! Email!
Display!
Display!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
11. Breaking Down Mobile Silos – informing eCRM
Email
WWW Analytics
eCRM Database
Social Media
Search
Display
Mobile
Offline/Direct Response
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
12. Mobile as a Part of Digital eCRM
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
17. And provide an array of key metrics
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
18. Important measurement points/metrics apps.
App Overview People
App Overview Dashboard Geo: Countries
Geo: Countries + Languages
Content and Events Geo: Languages
Categories Key Metrics: Daily
Categories: Screens Sessions: Duration
Screens Sessions: Frequency
Screens: Exit Users: New + Returning
Errors
Events Technology
Events: App App Versions
Events: Conversions Carriers
In-App Ads Connection Types
In-App Searches Devices
Media: Titles OS
Media: Types OS + Devices
Outbound Links
Products
Products: Types
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
20. Mobile Measurement Maturity Scale
Number of Usage and Effectiveness and
Downloads Engagement optimization
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
21. Essential Channel Measures
Adoption
– App downloads
– Site or app visitors Adoption
– App usage (% of DL)
– SMS/MMS subs
Engagement
– Frequency (visits/visitor)
– Depth (events/visitor and duration) Engagement
– Retention rate (% returning)
– Message response history
Effectiveness
– Objective oriented conversions
Effect
– High value activities
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
22. Planning Mobile Measurement
• Start early
• Involve stakeholders
• Think about distribution Usage Rate
and format
• Find means to measure
ALL mobile traffic/
interactions
• Focus on critical measures
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
23. Demonstrate the Value of the Mobile Channel
• Baseline performance
• Understand existing
mobile traffic/
behaviors
• Compare channels
• Monetize actions
• Allow appropriate
depth
• Discover optimization
opportunities
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
24. SMS/MMS Messaging Metrics: Standard Carrier Data
• Timestamp: The date and time the message was delivered
• MSISDN: The phone number of the participating end user
• Operator: The carrier network associated with the phone #
• Prefix: The keyword associated with the campaign
• Short Code: The short code the campaign is running on
• Price Point: The price point associated with each message Standard SMS Traffic Log Report
• MT Count: The number of messages delivered
• Request: The actual message sent from the end users handset
• Response: The actual message delivered to the handset
• Message State: The state of the final message (i.e. Message
Delivered, Sent to Aggregator, etc)
SMS Analytics
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
29. Measuring Mobile Website Traffic
• Understand trend of mobile
traffic to site and device
composition
• Insure solution measures all
mobile traffic—not just smart
phones
• Monitor adoption and top-line
performance
• Assess and optimize effective
drivers of traffic
• Prioritize design decisions based
on device information
• Track engagement
• End game—optimize user
experience, prioritize resources
& drive conversion!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
30. Build an App—What Platform(s) to Prioritize?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
31. Optimize Tracking for Native Apps
• Integrate of tracking methods into
applications
• Create standard and custom events
• Solution should provide auto-queuing
for optimal performance and offline
capture
• Should allow for visitor identification
and opt-out options
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
32. Case Studies – Brands that Get It
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
33. Fandango
Fandango is continuously improving their app by focusing on developing an
understanding of customer acquisition, interest in movies, theater locations, and
tracking conversion through app purchase process.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
34. One of the key benefits delivered by the metrics was the ability to confirm that we were
on the right track. There always needs to be some level of intuition but Webtrends
helped us to eliminate the grey areas and the guesswork.
Mark Challinor, Director of Mobile, Telegraph Media Group © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
35. With the viewing and readership data that Webtrends captures as users enjoy
magazines online and offline, we are able to continuously improve the relevance and
utility of our offering to keep subscribers increasingly engaged over time.
Jeanniey Mullen, CMO of Zinio © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
36. Planning for success in mobile marketing
• Build a mobile measurement strategy that aligns your objectives to
measurable activity.
• Provide guidance and best practices to agency/technology partners
to ensure you are collecting and reporting on the right data.
• Use this data to identify opportunities to improve your mobile
marketing programs and user experience.
• Treat mobile as key part of digital eCRM and not some stand alone
medium!
• If your agency or technology partners cannot show program
measurement that goes beyond downloads or page views then don t
undertake campaign!
• Make
Measurement
a
Central
Part
of
Every
Mobile
Program!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
38. Thank You
Michael Ricci Michael Ahearn
Vice President – Mobile Vice President Strategic Marketing
mike.ricci@webtrends.com michael.ahearn@iloopmobile.com
@MobileNTRactv @iloopmobile
http://www.facebook.com/webtrendsmobile http://www.slideshare.net/iloopmobile
http://www.youtube.com/webtrends http://www.linkedin.com/company/iloop-mobile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.