Scott Chapin

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YouToo Social Media

Tecnologia Negócios

TODAY’S
OPPORTUNITIES,
TOMORROW’S
CHALLENGES
Presented by
SCOTT CHAPIN | SVP Digital Strategy | Marcus Thomas LLC

49.7%
Percentage of U.S. mobile
phone subscribers using a
smartphone as of February
2012.
Nielsen

50.1%
Smartphone market share
for Android in the U.S.
(February 2012).

comScore

40M+
Tablets sold within the U.S.
in past 2 years.

comScore

15M+
Number of websites
currently running Google
Analytics.

BuiltWith

WHAT IS MOBILE? The term “mobile” continues to evolve as new applications
and devices are introduced. Mobile marketing is about
reaching consumers wherever they may be.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 7

MOBILE TOOLS
Web CONTINUALLY EXPAND

Check-in SMS Five years ago, mobile marketing consisted
of mobile websites and SMS. Now, through
Mobile
Marketing the widespread adoption of smartphones,
we’ve moved well beyond simple websites
Search Apps
and text messaging.
QR
Codes

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 8

PHONES VS. TABLETS

When it comes to apps, there are many
devices to target. The size of the device and
how your customers are using it should
drive the type of app being built.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 9

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 10

WEEKDAY DEVICE USAGE

comScore

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 11

WEEKEND DEVICE USAGE

comScore

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 12

DATA COLLECTION
HAS EVOLVED

From the early days of log files to the
modern JavaScript tags, data collection has
become increasingly easier.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 13

INTERFACES HAVE IMPROVED

Moving from data tables to graphs and
charts; from fixed dates to date ranges to
live data, analytics interfaces have
improved tremendously.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 14

MEASURING ROI HAS
BECOME REQUIRED

We no longer track hits or even just pages,
but paths, multichannel conversions and
true business drivers.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 15

AND NOW WE MEASURE
MORE THAN WEBSITES

Digital analytics is no longer just
measuring a website, but multiple sites,
social media, mobile websites, mobile apps
and more.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 16

WE CAN FINALLY DETERMINE
WHICH 50% ISN’T WORKING!

TOP ANALYTICS PLATFORMS

Today there are many players in the
analytics world. From enterprise providers
to free and open-source solutions, there is
a tool for everything.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 23

MOBILE ANALYTICS
CONTINUES TO GROW

While all of the large Web analytics
providers have added mobile tracking and
reporting, niche players also have
development specializing around mobile.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 24

SOCIAL TOOLS ALSO EXPAND

The number of social media monitoring
and analysis tools increase every week.

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 25

TODAY’S
CHALLENGES

MANY PLATFORMS, MANY RULES

Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 27

TODAY’S
CHALLENGES

MANY PLATFORMS, MANY RULES
REPORTING OVER ANALYSIS

INCOMPLETE DATA AND TOOLS

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1. TODAY’S OPPORTUNITIES, TOMORROW’S CHALLENGES Presented by SCOTT CHAPIN | SVP Digital Strategy | Marcus Thomas LLC

2. 49.7% Percentage of U.S. mobile phone subscribers using a smartphone as of February 2012. Nielsen

3. 50.1% Smartphone market share for Android in the U.S. (February 2012). comScore

4. 2.12B Text messages sent in 2011. CTIA

5. 40M+ Tablets sold within the U.S. in past 2 years. comScore

6. 15M+ Number of websites currently running Google Analytics. BuiltWith

7. WHAT IS MOBILE? The term “mobile” continues to evolve as new applications and devices are introduced. Mobile marketing is about reaching consumers wherever they may be. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 7

8. MOBILE TOOLS Web CONTINUALLY EXPAND Check-in SMS Five years ago, mobile marketing consisted of mobile websites and SMS. Now, through Mobile Marketing the widespread adoption of smartphones, we’ve moved well beyond simple websites Search Apps and text messaging. QR Codes Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 8

9. PHONES VS. TABLETS When it comes to apps, there are many devices to target. The size of the device and how your customers are using it should drive the type of app being built. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 9

10. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 10

11. WEEKDAY DEVICE USAGE comScore Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 11

12. WEEKEND DEVICE USAGE comScore Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 12

13. DATA COLLECTION HAS EVOLVED From the early days of log files to the modern JavaScript tags, data collection has become increasingly easier. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 13

14. INTERFACES HAVE IMPROVED Moving from data tables to graphs and charts; from fixed dates to date ranges to live data, analytics interfaces have improved tremendously. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 14

15. MEASURING ROI HAS BECOME REQUIRED We no longer track hits or even just pages, but paths, multichannel conversions and true business drivers. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 15

16. AND NOW WE MEASURE MORE THAN WEBSITES Digital analytics is no longer just measuring a website, but multiple sites, social media, mobile websites, mobile apps and more. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 16

17. WHY DOES MOBILE MATTER?

18.

19. WHY DOES ANALYTICS MATTER?

20. ROI IS DRIVING MARKETING

21. DATA IS EASIER THAN EVER TO ACQUIRE

22. WE CAN FINALLY DETERMINE WHICH 50% ISN’T WORKING!

23. TOP ANALYTICS PLATFORMS Today there are many players in the analytics world. From enterprise providers to free and open-source solutions, there is a tool for everything. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 23

24. MOBILE ANALYTICS CONTINUES TO GROW While all of the large Web analytics providers have added mobile tracking and reporting, niche players also have development specializing around mobile. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 24

25. SOCIAL TOOLS ALSO EXPAND The number of social media monitoring and analysis tools increase every week. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 25

26. TODAY’S CHALLENGES MANY PLATFORMS, MANY RULES

27. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 27

28. TODAY’S CHALLENGES MANY PLATFORMS, MANY RULES REPORTING OVER ANALYSIS INCOMPLETE DATA AND TOOLS

29. MOBILE IS EVERYWHERE, GET ON BOARD

30. YOU ARE AN ANALYST!

31. QUESTIONS