measuring multiscreen marketing

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SMX Source: Popular Science, June 1970 Measuring Multiscreen Marketing: ROI & Video the Go Thomas Ciszek Co-founder, Products Twitter @ t1c1 #smx #11C

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Multiscreens aren’t new but we're now looking at multiple devices each day. Research that begins on one screen may end with a transaction on another…or at a physical location. How are marketers measuring and addressing attribution across screens in the multiscreen world?

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Page 1: Measuring Multiscreen Marketing

SMX

Source: Popular Science, June 1970

Measuring Multiscreen Marketing: ROI & Video the GoThomas Ciszek Co-founder, Products

Twitter @t1c1 #smx #11C

Page 2: Measuring Multiscreen Marketing

Why is 2013 Getting Weird and Different?

Source: Reddit /r/battlestations, May 2013

Screens and devicesPeople onlineSearchesVideosMeasurement, data products and toolsWebsites catching up

MOAR!

#smx #11C @t1c1

Page 3: Measuring Multiscreen Marketing

#smx #11C Source: Microsoft Cross-Screen Engagement:, 2013@t1c1

Multi-screen usage is about context, and ultimately about convenience.

:

Page 4: Measuring Multiscreen Marketing

Multi-Screen Attribution

Digital Advertising

Video

Search

E-CommerceDemographic Profiles

Behavioral Profiles

AnalyticsTelevision

Games

Phone Tablets

Points of Sale

Infrastructure

Desktop/Laptop

Attribution

Source: Bootstrap Master, 2013#smx #11C @t1c1

Page 5: Measuring Multiscreen Marketing

Multi-Screens Conditions•Wifi and Ethernet•Battery and Outlet•Data Plan

Marketingemail, news, radio, TV, word of mouth, billboards, magazines, stores, etc.

Apps, Sites, Chat, Call, Maps, Photos

Video

@t1c1#smx #11C

Page 6: Measuring Multiscreen Marketing

The number of smartphones sold globally in Q4 2012 (Gartner, 2013).

207.7MAverage time a U.S. consumer spent per day on smartphones and tablets

(Flurry, 2013)

2.5+ hours

Little Screen Numbers

CPCs and MAUs by SCRN U.S. Q1 2013

53% more cost than phone

Source: Kenshoo Global Search Advertising Trends, 2013

221 Million MAUs

224 Million MAUs

CPC: cost per click (avg. US)MAU: monthly active userSCRN: screen

The number of tablets sold in Q4 2012, includes 22.9 million iPads (IDC, 2013)

52.5M

@t1c1#smx #11C

Page 7: Measuring Multiscreen Marketing

Big Screen Numbers

Source: IAB - The Multiscreen Marketer, 2012

Impact of Features Expected in Future Televisions

Source: Boston College Flickr: http://www.flickr.com/photos/bc-burnslibrary/6766005689/

@t1c1#smx #11C

Page 8: Measuring Multiscreen Marketing

Screens and Video Go Hand-in-HandEven if you are integrating messy multi-channel data: email, call center data, in-store, computer and mobile conversions to calculate a marketing cost per goal...

There is not an easy way to identify the most profitable combinations of screens!

Video is a common denominator across screens.

@t1c1#smx #11C

Page 9: Measuring Multiscreen Marketing

Video Across Screens

Sources: Morgan Stanley via Business Insider (1/31/2013); YouTube Sidebar (2013); Business Insider March Madness on Demand Player (2010)@t1c1#smx #11C

YouTube

NCAA Boss Button

Page 10: Measuring Multiscreen Marketing

Even if you have rock solid abs, Universal Analytics, mobile segmentation, MCFs, integrated data, AND you’re making awesome videos...

Source: Avinash Kaushik, ‘Multi-Channel A ttr ibution: Definitions, Models and a Reality Check ’, April 2012; Google Universal Analytics, Google Analytics@t1c1#smx #11C

NOTE: Mobile Traffic INCLUDES Tablet Traffic

No one said figuring out ROI would be easy.

Multi-Channel Attribution :: Across Multiple Screens (MCA-AMS)

Multi-Channel Conversion VisualizerNeed for Custom Segments

Universal Google Analytics

Organic Search

Direct

Referral

Social Network

Page 11: Measuring Multiscreen Marketing

@t1c1#smx #11C

Acquisitions, Customers, Engagement, OutcomesTranslated: Traffic, Visitors, Visitors/Traffic, Conversions

What can we measure right now?

Source: Xbox Live Streaming, May 2013; Omniture; Google Analytics

Monitor Resolutions

Unique Visitors

%Unique Visitors

Visits % Visits Units %Units

Not Specified 108,386 37% 127,417 39% 9,965 42%

1024 x 768 42,528 15% 44,669 14% 1,795 8%

1366 x 768 36,946 13% 40,085 12% 3,554 15%

1280 x 800 15,925 5% 17,675 5% 1,097 5%

1280 x 1024 14,874 5% 16,108 5% 1,142 5%

1600 x 864 14,282 5% 15,536 5% 1,597 7%

1400 x 864 10,513 4% 11,555 4% 902 4%

1920 x 1080 9,630 3% 10,553 3% 632 3%

1280 x 768 7,886 3% 8,484 3% 793 3%

1680 x 1050 5,183 2% 5,505 2% 354 2%

800 x 600 5,255 2% 5,425 2% 154 1%

Monitor Resolutions Report MCF - Assisted Conversions

8.4 million people streamed the Xbox unveiling

Page 12: Measuring Multiscreen Marketing

Remember: A large portion of searches tend are consumptive rather than aspirational.

Consider action, context, time, location, and mood.

Segment everything, build models, execute and experiment within and across channels and screens.

What is a multi-screen searcher doing right now?

Are you measuring that?

@t1c1#smx #11C

Become one with analytics

Embed intent in messaging

Keep the multi-screen in mind

Source: http://asp.arkansas.gov

Page 13: Measuring Multiscreen Marketing

@t1c1#smx #11C @t1c1#smx #11C

Thank You!Thomas Ciszek Co-founder, Products

Twitter @t1c1 #smx #11C

Source: http://cdn.ndtv.com/tech/images/gadgets/youm-windows-phone%20.jpg