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MMA Forum - Why Measurement is Mission Critical

MMA Forum - Why Measurement is Mission Critical



Reaching consumers today is increasingly a challenge given the decreased consumer response to traditional media and attribution challenges presented by the explosion in digital. The consumers are out ...

Reaching consumers today is increasingly a challenge given the decreased consumer response to traditional media and attribution challenges presented by the explosion in digital. The consumers are out there, they have needs and are ready to buy, but you just have to make sure you market to them where they are not where they used to be. However, measurement and optimization are essential in the world of mobile where relevance is key and taking a multi-channel view of that consumer is absolutely essential.
This presentation focuses on the latest in omni-channel measurement and real-time, visitor based analytics. It also covers the increasing importance of optimization for your mobile sites and mobile apps and explain why testing and optimization are critical to your success in mobile. Learn how best of breed brands are sensibly unleashing the power of “big data analytics” to better understand the consumer’s digital footprint, drive higher engagement, increased relevance, and ultimately conversions in all of your digital channels.



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  • Photo courtesy of sachyn (http://www.sxc.hu/photo/1072645)
  • Focus on critical measures: First understand mobile traffic to site.

MMA Forum - Why Measurement is Mission Critical MMA Forum - Why Measurement is Mission Critical Presentation Transcript

  • © 2013 WEBTRENDS INC. 1Mobile Analytics:Why Measurement is Mission Critical
  • © 2013 WEBTRENDS INC. 2Agenda•  Big Data – Big Problem or Big Buzz Word?•  Data: Marketing’s Currency of Choice•  Mobile: Playing a Role in this Trend•  Mobile Analytics•  A Current State of Affairs•  A Model for Success•  Q&A
  • © 2013 WEBTRENDS INC. 3Mobile Helps Fuel the Explosion of“Big Data”
  • © 2013 WEBTRENDS INC. 4Data emerges as marketing’skey currency
  • © 2013 WEBTRENDS INC. 5Data explosion2.8 million emails per second*200 million tweets per day90% of world’s data created in the past 2 yr2,500,000,000,000,000,000 bytes are created daily (2.5 quintillion)
  • © 2013 WEBTRENDS INC. 6Marketersunderstand thatdata is GOLD andthey areinvesting heavilyin tools to betterharvest it!
  • © 2013 WEBTRENDS INC. 7The Websiteremains the bestsource forgenerating dataon customers butincreasingly, thewebsite meansmobile sites, appsand landing pagestoo!
  • Leveraging “Big Data” to driveCustomer Experience Management•  Complete Customer View•  Market at ‘Speed of Thought’•  Converting data into insights
  • © 2013 WEBTRENDS INC. 9Deliver timely business insightsReal-time data access and availability
  • © 2013 WEBTRENDS INC. 10Harnessing the Power of Real TimeAnalytics
  • © 2013 WEBTRENDS INC. 11Market at ‘Speed of Thought’
  • © 2013 WEBTRENDS INC. 12REAL TIME STREAMS: FUELING MARKETING PROCESSESSeamlessly stream as-it-happens customer intelligenceinto all marketing & businessapplications to optimize yourcustomer relationships:§  Product recommendations &promotions§  eMail retargeting§  Mobile site/app optimization§  Display advertising§  CRM & Call CenterIntegration§  Ad serving demand sideplatforms§  Marketing Automation§  Fraud Detection§  Site Hygiene and Monitoring
  • © 2013 WEBTRENDS INC. 13“Webtrends Streams has helped us bringour data to life in a way not previouslypossible. Through engaging visualizations,our staff are now able to appreciate theglobal scale of our business in real timeand we’re excited about the customerfacing opportunities this unlocks.”David N. Williams,Head of Customer Intelligence, ASOS
  • © 2013 WEBTRENDS INC. 14“With Webtrends Streams™ we will be ableto visualize real-time data and share itthroughout our organization, enabling us toreact swiftly to current news trends.”Richard Harte, Director of StrategicPlanning & Analysis
  • © 2013 WEBTRENDS INC. 15
  • © 2013 WEBTRENDS INC. 16Mobile Measurement:A Paradigm for Success
  • © 2013 WEBTRENDS INC. 17Mobile – Relevance isEverything!
  • © 2013 WEBTRENDS INC. 18Mobile Measurement Disconnect• Less than one-third of global brandshave developed a mobile strategy.• Two-thirds have no real measurementor analytics in place.• Data not being used to inform strategyor enhance mobile UIs. Analyststermed this a key impediment tosuccess in this channel.• Smartphone & tablet explosion andrapid growth of mobile data servicesonly aggravating issue and creating ameasurement “imperative.”Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research“How Mature is your Mobile Strategy?” October 2010 Forrester Research@MobileNTRactv
  • © 2013 WEBTRENDS INC. 19Mobile Measurement – The Silos*mobile payment, NFC, and Email emerging
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  • © 2013 WEBTRENDS INC. 28VISITOR-LEVELANALYSIS SEGMENTATIONMULTI-CHANNELANALYTICSACTIONSYSTEMSMARKETINGAPPLICATIONSPERSONALIZATIONSegmentationaroundbehaviorsDigitalanalytics:commerce andmarketingTrack andmeasure visitordata: purchase &visit historyPush to CRM/email and targetcustomers thatshowed interestin certainproductsTest & finetune websitemaking the“call to action”standoutAnalytics Strategic Plan
  • © 2013 WEBTRENDS INC. 29Building a Mobile Measurement Strategy•  Start early and involve ALLstakeholders•  Find means to measure ALLmobile traffic/interactions – not justdownloads or visits•  Build a measurement strategy thataligns your objectives tomeasurable activities•  Think about distribution and formatfor reporting•  Focus on critical measures and beable to assign $$ values toconversion activities•  Use performance data to improveprograms and user experienceUsage Rate
  • © 2013 WEBTRENDS INC. 30Mobile Measurement & Analytics - ResourcesThe MMA Primer onMobile AnalyticsMobile Marketing UpdateSeptember 2012Issued by the MMA Mobile AnalyticsCommitteeCo-Chairs: Mike Ricci, WebTrends and AndersRosenquist, Ph.D., POSSIBLE
  • © 2013 WEBTRENDS INC. 31PPT on Slideshare @Michael Ricci, VP Digital & Solutions Marketing | @MobileNTRacTVmike.ricci@webtrends.com