webinar deck: iloop mobile - mobile analytics

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

The Future of Mobile Analytics

Why Effective Measurement Is a Foundation for Successful Mobile Programs

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Agenda

• Intro to Webtrends & iLoop Mobile • Problem Definition • Eradicating Data Silos • Mobile as a part of Digital eCRM • Mobile Measurement

• Maturity Scale • What Should be Measured? • Taking a 360º approach

• Case Studies – Brands Who Understand Importance of Measurement

• Q&A

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• Industry leading technology and services make it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform for creating state-of-the-art SMS/MMS campaigns, mobile sites, POS mobile coupons, LBS messaging and other mobile marketing initiatives

• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services

• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

About iLoop Mobile

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• Founded the web analytics industry in 1993 and recognized as undisputed global leader in digital (web, social, mobile) analytics

• HQ in Portland and offices in London, Sydney, Tokyo, Paris, Milan, Beijing & Singapore

• Help our customers turn data into insights and understand customer behavior across a broad array of digital channels

• Industry’s leading mobile analytics solution which effectively brings together mobile web, applications, and a host of other key mobile data into one comprehensive platform

• Partner of choice for some of the leading brands in mobile today

About Webtrends


IAB Study on Mobile

5

Study undertaken by Ovum. Published July 2011

• Over 50% stated that they are treating mobile as integral to advertising strategy

• 35% revealed they will increase spend by over 50%

• 60% revealed smartphones are a high priority • 31% stated they are actively developing tablet

apps • 69% stated their largest frustration is lack of

standardized metrics/measurement.


Mobile Program Measurement – Current State

63% Don’t Know or Haven’t

Measured


OCT 2010 Thomas Husson – Mobile Strategy APR 2011 Joe Stanhope – Mobile Measurement Imperative

• Less than 1/3 of global brands have developed a mobile strategy • 2/3rds have no real measurement or analytics in place • Data not being used to inform strategy or enhance mobile UIs. • Analysts termed this a key impediment to success in this channel. • Smartphone & tablet explosion and rapid growth of mobile data services only

aggravating issue and creating an “imperative”


Was last year 2010 or 1999?

“I don’t know what a website is, but I know I need to have one.”

APP n

Mandate

Experimentation


38% are dissatisfied with branded apps … Source: EffectiveUI 2010


Mobile!

Social!

Email!

Display!

Search!

Site!

Media/Channel Silos

Mobile!

Social!

Email!

Display!

Search!

Site!

Consumer Centric View

Eradicating Silos - Consumer Centric Marketing


eCR

M D

atab

ase

Email

WWW Analytics

Social Media

Search

Display

Mobile

Offline/Direct Response

Breaking Down Mobile Silos – informing eCRM


Mobile as a Part of Digital eCRM


Insights come from across digital channels


And provide an array of key metrics


Important measurement points/metrics apps.

People Geo: Countries Geo: Countries + Languages Geo: Languages Key Metrics: Daily Sessions: Duration Sessions: Frequency Users: New + Returning

Technology App Versions Carriers Connection Types Devices OS OS + Devices

App Overview App Overview Dashboard

Content and Events Categories Categories: Screens Screens Screens: Exit Errors Events Events: App Events: Conversions In-App Ads In-App Searches Media: Titles Media: Types Outbound Links Products Products: Types


Mobile Measurement Maturity Model


Number of Downloads

Usage and Engagement

Effectiveness and optimization

Mobile Measurement Maturity Scale


Adoption – App downloads – Site or app visitors – App usage (% of DL) – SMS/MMS subs

Engagement – Frequency (visits/visitor) – Depth (events/visitor and duration) – Retention rate (% returning) – Message response history

Effectiveness – Objective oriented conversions – High value activities

Adoption

Engagement

Effect

Essential Channel Measures


Usage Rate

Planning Mobile Measurement

• Start early • Involve stakeholders • Think about distribution

and format • Find means to measure

ALL mobile traffic/interactions

• Focus on critical measures


Demonstrate the Value of the Mobile Channel

• Baseline performance • Understand existing

mobile traffic/behaviors

• Compare channels • Monetize actions • Allow appropriate

depth • Discover optimization

opportunities


SMS/MMS Messaging Metrics: Standard Carrier Data

• Timestamp: The date and time the message was delivered

• MSISDN: The phone number of the participating end user

• Operator: The carrier network associated with the phone #

• Prefix: The keyword associated with the campaign

• Short Code: The short code the campaign is running on

• Price Point: The price point associated with each message

• MT Count: The number of messages delivered

• Request: The actual message sent from the end users handset

• Response: The actual message delivered to the handset

• Message State: The state of the final message (i.e. Message Delivered, Sent to Aggregator, etc)

SMS Analytics

Standard SMS Traffic Log Report


SMS/MMS Analytics: Overall Campaign


SMS/MMS Analytics: Individual Campaign Performance


SMS/MMS Analytics: Individual Campaign Participation


SMS/MMS Analytics: ROI & Goal Benchmarks


• Understand trend of mobile traffic to site and device composition

• Insure solution measures all mobile traffic—not just smart phones

• Monitor adoption and top-line performance

• Assess and optimize effective drivers of traffic

• Prioritize design decisions based on device information

• Track engagement • End game—optimize user

experience, prioritize resources & drive conversion!

Measuring Mobile Website Traffic


Build an App—What Platform(s) to Prioritize?


• Integrate of tracking methods into applications

• Create standard and custom events • Solution should provide auto-queuing

for optimal performance and offline capture

• Should allow for visitor identification and opt-out options

Optimize Tracking for Native Apps


Case Studies – Brands that Get It


Fandango

Fandango is continuously improving their app by focusing on developing an understanding of customer acquisition, interest in movies, theater locations, and tracking conversion through app purchase process.


“One of the key benefits delivered by the metrics was the ability to confirm that we were on the right track. There always needs to be some level of intuition but Webtrends helped us to eliminate the grey areas and the guesswork.”

Mark Challinor, Director of Mobile, Telegraph Media Group


With the viewing and readership data that Webtrends captures as users enjoy magazines online and offline, we are able to continuously improve the relevance and utility of our offering to keep subscribers increasingly engaged over time.”

Jeanniey Mullen, CMO of Zinio


Planning for success in mobile marketing

• Build a mobile measurement strategy that aligns your objectives to measurable activity.

• Provide guidance and best practices to agency/technology partners to ensure you are collecting and reporting on the right data.

• Use this data to identify opportunities to improve your mobile marketing programs and user experience.

• Treat mobile as key part of digital eCRM and not some stand alone medium!

• If your agency or technology partners cannot show program measurement that goes beyond downloads or page views then don’t undertake campaign!

• Make Measurement a Central Part of Every Mobile Program!


Unified Digital Marketing Analytics


Thank You

Michael Ricci Vice President – Mobile [email protected]

@MobileNTRactv

http://www.facebook.com/webtrendsmobile

http://www.youtube.com/webtrends

Michael Ahearn Vice President Strategic Marketing [email protected]

@iloopmobile

http://www.slideshare.net/iloopmobile

http://www.linkedin.com/company/iloop-mobile

webinar deck: iloop mobile - mobile analytics

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