engage 2013 - mobile measurement strategy
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TRANSCRIPT
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Mobile Measurement Strategy
Jeanniey Mullen Global EVP/CMO, Zinio
@jeannieymullen
Benjamin Diggles Director of Digital Strategy, Webtrends
@mrdiggles
A timeline of Mobile industry challenges: how we adapted and what we learned
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March 2010
The iPad is Coming
Apple Approached Zinio
Zinio was tasked to create the first newsstand app on the iPad (in less than 6 weeks)
Innovation Opportunity: Company Priority
Create an amazing experience and intuitive interface and Interactive
content for our full suite of 3,500 magazines
ü Visitor tracking was key
ü Reader engagement was desired
ü Consumer acquisition and cross-sell was important
Our Solution created a short term purchase path driven by webpages
to allow for conversion tracking
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October 2010
iPad adoption rate fastest in Zinio’s history
• Zinio received over 1000 press inclusions within the first 6 months of launching the app
• Sales for the company more than doubled, overnight
• A large percentage of customers who had not used Zinio in over 4 years had come back!
• Publishers, Advertisers and the Zinio team wanted data: lots of data
• We didn’t have lots of data yet
• We needed mobile data insights – fast
• Wait…. What were mobile insights? Did those even exist?
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September 2010
Android Enters the Market
Zinio was the first newsstand on Android devices too
Nearly every Android manufacturer wanted Zinio to customize
our app- including Samsung for the "reader's hub.” (which never
made a debut in the US with Zinio on it)
We needed to focus on an amazing experience and intuitive
interface.
ü Lesson #1 - MNO's have more power in the US then OEM's
ü Lesson #2 - Don't believe the hype. Android did not kill iPad
Free navigation, TV, magazines, & more! Try them on your phone now.
T-Mobile TV - Get live news, sports and video on demand. 15 free premium channels including ABC News Now, Fox Sports and PBS Kids.
Telenav - Free navigation and voice-guided GPS, turn-by-turn directions, and real-time traffic updates.
Zinio - Enjoy full-color magazines. Start reading for free with your choice of 5 best-selling magazine titles.
Slacker Radio - Free streaming radio with millions of songs plus personalized programming. Get a free MP3 when you sign up for a new Slacker account!*
doubleTwist - Sync your photos, videos and music for free between your phone and your home computer.
Download on your Mac or Windows computer by going to http://apps.tmobile.com/doubletwist.
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T-Mobile® Bonus Apps
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Free music and more!
© 2001-2010 Zinio LLC. - San Francisco - New York - London - Barcelona - Taipei - All rights reserved. © 2011 TeleNav, Inc. All rights reserved.
*Offer only valid on new Slacker registrations on supported T-Mobile USA handsets. Free MP3 offer may be changed or terminated without notice. doubleTwist (R) is a registered trademark of doubleTwist Corp. Slacker is a registered trademark of Slacker, Inc. ©2011 T-Mobile USA, Inc. All rights reserved TM1791
T-Mobile | G2x Insert
Rnd02.02 : Design | 04.07.11 2
What else we learned
ü People were buying on the pc/laptop but reading on the Android
ü People were buying and reading on the iPad
ü People were buying and reading on the PC – but more buying than reading
ü Mobile insights were our only salvation to figuring this out
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May 2011
63% admit to flying blind in Mobile Measurement
• Mobile Marketers admit the that state of Mobile is still nascent
• Despite the availability of measurement tools and maturing
reporting standards, mobile still seems to be treated as an
experimental channel
• Mobile marketers have a herd mentality and have quickly and
sometimes haphazardly deployed sites, apps, or campaigns
(SMS, QR, etc.) to mimic moves made by their competition –
without first considering objectives or their own specific key
performance indicators (KPIs)
• Most don’t measure due to uncertainty of ROI, no budget
allocation and general company bureaucracy
• Those with a Mobile Measurement strategy are reaping big
rewards
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July 2011
iPad makes us all “Pay”
• Literally. …Would the risk pay off with a double digit “tax”?
• We searched for a new way to engage readers to lock down usage
What we learned
ü Different products offer different engagement
ü Within 1 year of launch – repeat usage is critical
ü Mobile insights are critical to effectively defining strategies, and allowables
New Unique Purchasers by Platform
iOS Other Android
July 2011
Data makes advertisers happy- and your brand is "nothing" in the appmosphere
Macy’s, Dodge, Kia and Oakley advertise on Zinio: They all require data – They all invest HEAVILY on platforms where
they can see a return on investment.
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The Story of the little catalog that could….and did
The hard truth: Mobile never delivers what you expect
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The Set Up
A brand decides to test mobile with
a specific end goal in mind
The Reality
The brand gets shocked with
totally different results and takes
a hard left
The Change in Direction
The brand rebuilds in a bigger better
way to expand profits
September 2011
Mobile Web App vs. Native App?
• Why Hybrid App development has become a popular topic
• It’s all about context of your business goals – there is no silver bullet
• What we learned: JavaScript data collection and SDK data collection – how we coupled the data sets
February 2012
It's the data dummy!
• Zinio launched a business center – packed with engagement
data
• Webtrends continues to push what’s possible in Mobile data
collection
June 2012
Convenience is King - and so is reading your customers mind
You are lost without a mobile strategy
• If you’re not doing it, your competition is
• 87% of people said they would give up TV
over their phone
Make the reports easy to understand
• Tag based on your Measurement Strategy
• Use Mobile devices to consume Mobile
Data
Implementing Mobile Analytics
• The importance of tagging variety
• Never underestimate the complexity:
• Have a good partner
Building a Mobile Measurement Strategy: Where to start?!?
• Build a Measurement Strategy that aligns your corporate
objectives to measurable activity
• Start by understanding these KPI’s in alignment with your
existing data along with industry data
• Consider all the other channels that play a role in your
data such as Social
• Start small and iterate quickly – don’t “boil the ocean”
• Invest! Take the time to tag what is required to give you
the data you need
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Top 5 Take-Aways
1. Mobile requires data to drive engagements: 57% of apps installed will be deleted/never opened again within 90 days
2. 76% of shoppers use their smartphone when shopping:
ü Mobile has arrived ü Success requires precise multi-channel measurement
3. Mobile leaves nowhere to hide: the customer is in control- like… um….
Right now 4. The future of Mobile is about sophistication and integration
5. Success in Mobile is directly tied to precise multi-channel measurement. The cross-channel experience is the holy grail and Mobile is the center!
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Other Sessions You Must See
Tuesday - 1pm Introducing Webtrends Streams
Tuesday - 2pm Enduring Success: Creating a Culture of Optimization
Wednesday - 10am What to Measure in Social
Wednesday - 11am Webtrends Customer Showcase: Success with Analytics On Demand
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