mobile measurement strategy

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Greg Dowling/Vice PresidentSemphonic


About SemphonicSemphonic is the world’s largest independent Web analytics consultancy. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include American Express, Charles Schwab, National Cancer Institute, Nokia, Genentech and Intuit.

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Mobile Strategy


StrategyMeasurementAnalysisReportingTactics

Mobile Strategy


Assess your ‘Mobile Readiness’

• Determine product suitability

• What are your objectives?

• What is your commitment?

• What is the ROI?

Strategy


Define a ‘Measurement Plan’

• Establish KPIs• Tie KPIs to business

objectives• Evaluate enablement

options• Assess technical

limitations

Measurement


Establish intelligent ‘Correlations’

• Appropriate dimensions

• Fixed web vs. mobile web

• High value tasks• Integration with

offline data

Analysis


Make strategic information ‘Obvious’

• Leverage data visualization

• Allow for data interaction

• Appropriate level of detail

• Automate where possible

Reporting


Generate ‘Actionable Insights’

• Let data define actions

• Enhance segmentation

• Channel optimization

• Leverage experimental design

Tactics

Mobile Metrics


Mobile Web Metrics

Mobile Web metrics are nascent at best• Page Views, Visits, Visitors, New/Repeat• Length of Visit, Bounce Rate, Depth of Visit• Sources: Search, Referrers, Keywords• Campaigns: Responses, Goal Completion• Geographic Location• Content Viewed

Analysis focused primarily on device• Device capabilities• Manufacturer• Operating System


Mobile Web Metrics (cont.)

Device capabilities important for refining Mobile Web strategy

• Screen size• Input Method• Network Protocols• Audio/Video Support + DRM• Browser functions

• XHTML/WML Compliance• JavaScript support• Cookie support• Image support• Style sheet support


Mobile App Metrics

Analysis focused primarily on application

• Downloads• Application Users• Active User Rate• New Users• Application Starts• In Application Events• Application Background• Application Close• Content, Features, Media Used

• Sessions• Session Length• Gross Revenue• App Store Commission• Trial to Paid Upgrade


Measurement Challenges

Platform Limitations• JavaScript is often not present or enabled• Cookies may not be allowed or may be very short-lived• Browsers are non-standard

Carrier Limitations• Some carriers aggressively strip HTTP headers so you don’t

get everything you’d expect• Character limits on image requests limit the amount of

information you can pass

Mobile Applications• Native apps not in browser and demand different collection

approach


Potential Pitfalls• Unique Visitor Identification

• Cookies are often problematic• SubscriberID sometimes stripped and unavailable.• Consider ‘waterfall’ or ‘hybrid’ methodology

• Robots and Spider Detection• JavaScript solutions won’t work in most mobile scenarios• Mobile traffic DOES HAVE significant robotic presence

• Mobile Applications• Multiple platforms and possible data restrictions• Offline vs. Online• Back-grounding of applications• Map data to fixed and mobile web


Best Practices• Target appropriate data collection method by known device types.

• Server-side image requests for Mobile Web or leverage server side libraries for server to server

• SDKs or APIs for Mobile Applications• 1st Party Cookie for fixed web, Subscriber ID for Mobile Web, Device

ID for mobile apps.• Capture visitorID method (Subscriber ID, cookie, UA & IP), Device

Type, and Carrier as variables• Use an obfuscated Account ID to create a cross-channel view for fixed

web, mobile web and mobile applications.• Separate profiles for each channel – Fixed Web, Mobile Web, Mobile

App


Summing Up

Strategy

Measuremen

t

Analysis

Reportin

g

Tactics


Summing Up

Strategy

Measuremen

t

Analysis

Reportin

g

Tactics

Determine your ‘Mobile Readiness’


Summing Up

Strategy

Measuremen

t

Analysis

Reportin

g

Tactics




Summing Up

Strategy

Measuremen

t

Analysis

Reportin

g

Tactics





Generate ‘Actionable Insights’

Thank you!Email: [email protected]: @gregdowlingBlog: dowling.typepad.com


Anders RosenquistDirector of Mobile StrategyZAAZ


HISTORY

ZAAZ was founded in 1998.

In 2006, ZAAZ was acquired

by WPP (WPPGY), one of the

world’s most comprehensive

marketing communications groups.

PUBLISHED WORKS

Actionable Analytics (available on

amazon.com). Weekly ClickZ.com

column.

AWARDS

Forrester recently ranked ZAAZ among

the top interactive agencies in the U.S.

GEOGRAPHY

ZAAZ is headquartered in Seattle,

with offices in New York, San

Francisco, Detroit, Helsinki, and

London.

EMPLOYEES

160

ZAAZ Essentials


• Greg outlined a great process for defining your mobile strategy.• I’ll talk about:

• The importance of good user experience (UX) combined with measurement as key elements of the strategy.

• Some mobile strategy and measurement work we’ve been doing with clients.

Overview


Mobile Strategy


• Establish both business and user goals at the beginning• Use these to guide content and functionality decisions• Test and refine mobile site/app

Goals for Mobile


Anders insert image of affinity/whiteboarding for business goals


Blended Agenda Matrix

RECOMMENDED STRATEGIES

BUSINESS

USER


Blended Agenda Matrix

CORRELATION OF OBJECTIVES

RECOMMENDED STRATEGIES

BUSINESS

USER


Mobile UX


“I didn’t have time to write you a short letter, so I wrote you a long one instead”

- Mark Twain


Mobile UX

• Focus user attention on core information – intensify the information.

• The content is the interface. The information is the interface. Not the “computer administration debris” (Tufte)

• Find the emergent functionality by leveraging network, location, device hardware features/sensors.


Mobile UX

≠Des

kto

p

Mo

bil

e


Amazon


Hard Rock Hotel


EW Concepts

Entertainment Weekly Cover Quiz?


EW Concepts: the iMust List

THE INTERSECTION OF

Liberal Arts, Technology and Commerce.


EW Concepts: the iMust List

i-MustList

- A Snapshot of Entertainment Weekly. - Not an App, a first step to an interactive magazine- The “extended edition” of The Must List - Editorial meets eCommerce


Digital Ecosystem


Home to Home - Mobile Touchpoints


Mobile Measurement


Hard Rock Hotel


Hard Rock Hotel

A/B Optimization Test

Control Variant


Hard Rock Hotel8% increase in reservations

Control Variant


Hard Rock Hotel8% increase in reservations

Control Variant

15:1 ROI


Windows Phone 7 Launch


Microsoft Dynamics – PC and Mobile


TravelPulse


• Establish user and business goals early• Good UX is key element of mobile strategy• Mobile ≠ Desktop• Build mobile sites and apps with analytics and optimization testing in

mind from beginning• Mobile optimization testing can yield substantial results

Sum


Fin

mobile measurement strategy

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charles schwab

national cancer institute

government agencies

measurable improvement

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