1. Mobile Analytics Strategies, Tactics, and Principles of Success Matthew Wright Chief Technology Office & Principal Consultant

2. About Keystone Solutions Full-Service Digital Analytics Consultancy Extensive work with all digital analytics solutions & analysis categories Traditional Web & Emerging Digital strategy & tactical execution Enterprise Multi-channel data integration & Analysis Digital Optimization Social Media Optimization & Data Integration Mobile analysis We hire the best in the industry We work with the largest / forward-thinking clients We solve the toughest problems imaginable

3. Mobile: Moving Forward Merging Analysis from All Directions

4. Why is Mobile So Big?

5. So it’s Big: Why is it so complex? Similar Enough to the Web to Fool You Until it’s Too Late

6. Existing Baseline Reports Can Fool Us

7. Existing Baseline Reports Can Fool Us Mobile Reports Technology Reports Similar Enough to the Web to Fool You Until it’s Too Late

8. Starting Point: Mobile Initiatives Approach: Often thought of as “PC-Light” Initiatives Let’s scale down our existing web-program spend to do something ‘mobile’ Ignore: Channel-specific benefits of mobile Portability, enhanced features Traditional Product Management Approaches Features, Function, and Attributes, and Product Configurations

9. Is Mobile Measurement that Different? (Really) Obvious Differences: Customer Experience form and function Journey can be richer and more immersive Utilization Differences Entertainment Driven Games & Entertainment apps Hyper-personal Social Networking, music, video Food, Entertainment, Source: Nielsen, June 2010

10. MobileStrategic Framework

11. Mobile Strategic Approach: Think New Product First, Seek to Understand: What is your current market position and offerings? Who are your customers and how are they segmented across channels already? What brand encounters already resonate with customers? Build from that Understanding What segments represent the greatest “digital” business opportunity? What digital brand & product experiences align with these segments? What product experiences can we build to meet segment needs within and across channels?

12. Mobile Strategy: Enabled by Digital Analysis Seeking Understanding: What is your current market position and offerings? Who are your customers and how are they segmented across existing channels already? What brand encounters already resonate with customers? Supporting Analytic Activities Competitive analysis to assist establishing brand & market position Core VOC Survey Better understanding of customer brand encounters Secondary (online) Research Surveys & Behavioral Segmentation

13. Mobile Strategy: Enabled by Digital Analysis Build from that Understanding What segments represent the greatest “digital” business opportunity? What digital brand & product experiences align with these segments? What product experiences can we build to meet segment needs within and across channels? Supporting Analytic Activities Forecasting & growth modeling of segments Conjoint analysis of major product features Alpha / Beta / Split-Test Analysis

14. Mobile Strategy: Common Omissions Silo / Lack of Cross-channel Enablement Why do you care? Because it’s likely no one else will AND Because you’ll be asked to measure it Source: Forrester, Feb 25, 2011

15. Other Common Strategy Questions: Native or HTML? Similar question to native apps or web delivered applications Careful how you answer Initiate customer feedback early in the cycle To some degree, the answer doesn’t matter and isn’t that interesting Pros: HTML Platform neutral Rapid testing & integration More likely cross-platform Likely the ‘future’ Pros: Native Speed Connectionless / Offline is easier

16. This Sounds REALLY Hard! Good News and Bad News: It’s not impossible and probably not as hard as you think The channel is so new that most organizations are desperate for mobile thought-leadership Mobile is seen as the next growth channel. Growth=$budget$ Unless you have an analytics team that’s deeply integrated in strategic planning, it probably won’t matter anyway

17. Mobile Measurement Tactics

18. Mobile Tactical Considerations: What’s it Like? Points of Parity Structured, “Product” like experience Typically require specialized development efforts Measurement methodologies are similar (but not identical) What’s the Closest Analog to Mobile Application / Web? Web Applications or Flash Applets Vanity or Microsites “Campaign” Landing Sites What tactics will help you deal with the similarities?

19. Tactic 1: Who are you After? (Segmentation)

20. Segmentation: Some Things Don’t Change Segmentation Analysis Delivers Significant Insights Understanding even simple segmentation such as usage-based segmentation or technographics Segmentation is one of the most under-utilized method of analysis in our discipline

21. Segmentation: Opportunities Remember: mobile users make extensive use of social media Already pre-qualified for social media connectivity Social Media authentication contain extensive segmentation criteria Mobile Surveys to determine usage and technographic audience attributes

22. Segmentation: Be Careful Just because you can segment on different descriptive factors doesn’t mean you should use them In order of importance: Use-based / Behavioral Segments Descriptive Segments

23. Tactic 2: What is/are the Criteria For Success?

24. Call(s) to Action Avoid Traditional Web-Only CTA: Avoid Page Views & Visits Emphasize Interactions and Events Less is More: Split actions into three buckets: Minor Interactions Key Interactions Call to Actions Use Dimensions to increase visibility Think Multidimensional Most Factors related to these three interactions should be measured against all other interactions Be very leery of “Measure Everything” Approaches They’re confusing They don’t provide more insight

25. Avoid “Scorched Earth” Measure Everything You Say: I want to know all interactions between any zombie and human across all farms at any time, cut by segment, cut by gender, against loyal and non-loyal purchasing segments We Hear: I have no idea what’s important

26. Tactic 3: Mobile MUST BE FAST

27. In General: Why Speed? Source: Google & Bing, Velocity Conf 2009 Attention is a Scarce Commodity – speed keeps attention & focus on key tasks

28. Mobile: Why Speed? In General: Speed drives greater mobile usage Morgan Stanley study Speed highly associated with positive mobile customer SAT Progressive Speed Expectations: Similar pattern of blame Device  Network  Site / Experience

29. Tactic 4: Simplicity and Utility

30. Essence of Mobile: Simplicity Successful Mobile Services: SMS Geolocation Touch Interface(no stylus needed) Common Characteristics: Open-Ended Simplicity and Utility Instant Gratification Research Supporting Simplified Approaches: 2009: Morgan Stanley Mobile Internet Report Simplicity of mobile payments critical Forrester: July 2010: Creating A Mobile Services Product Road Map: Key Principles: Simplicity, Immediacy, and Context

31. Case Study in Simplicity and Utility: HP 12C Calculator App Single Purpose: everything calculator oriented Segment Alignment is good Background: RPN Calculator Operations occur after the numbers are ‘entered’ Typical Use Case: [NUMBER] [ENTER] [NUMBER] [OP] [OP] (where non-zero) [NUMBER] [OP]

32. Measuring “Simple”: Specifics Task Completion Success Sequences per session Last operation is a ‘function’ App Utility: Daily Unique Usage divided by User Base Crash Rate (crashes / Daily Unique Usage) Customer Feedback: App Store + other feedback solutions are native to mobile:

33. Tactic 5: Design & Layout-Aligned Measurement

34. Layout and Flow Diagrams Understanding the layout and flow of a mobile application or web site is critical to success Demonstrates: Key interactions within an experience Allows the technical design to be more easily communicated to the developers

35. Final Thoughts Start Now Start Simple Start Smart If you can’t do all three, settle for the best two out of three This is where the digital market is converging

36. Matthew Wright mwright@keystonesolutions.com @MattJermyWright phone:801.658.0058 keystonesolutions.com