Mobile Analytics & eCRMm


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A look at the vitally important issue of mobile analytics and measurement and it's role in eCRM

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  • Mobile strategies are largely driven by urgency to “get there”-Executive pressure top down to get their app-Developers building product without market direction or marketing still dabblingResult is lack of relevant, interesting experience with short lifespanMany downloaded apps are never activated or only used onceUtility of app or site is key to retention
  • Consumers are there are you?Consumer Adoption of Mobile Accelerating
  • Thinking you can gauge success by downloads alone, is well, cute.Start simple, don’t paralyze your efforts by aiming first for perfection Getting basic analytics is better than no insight at allMarathon’s take training
  • What is good? Depends on your objectivesBranded appsVs permanent channelMonitor adoption and engagement of your digital propertiesNative apps, mobile web, Facebook apps, traditional web, et al.Compare to baseline and relative to each otherMonetize actionsTranslate to value easilySubjective relative to othersRoll-up for cross channel comparisonIf it is worth including in your app it is worth measuringOptimization- Features, promotions, segments
  • 1. Start with the stated objectivesAlign app or site activities to objectivesMap measures to activities2. Involve key stakeholders (product, marketing, dev)3. Don’t wait until the last minute to start thinking about measurement. It will be too late!
  • Reporting and analytics in one interface for traditional web, facebook, mobile web, and mobile applications with the right data collection approach for each channel
  • Engagement and AdoptionContent and Media UsageFeature UsageTechnical DetailsGeo DistributionError ReportingCustom Reporting
  • Mobile Analytics & eCRMm

    1. 1. Mobile Analytics & eCRM<br />
    2. 2. Was last year 2010 or 1999?<br />Mandate<br />n<br />“I don’t know what a website is, but I know I need to have one.” <br />APP<br />Experimentation<br />
    3. 3. 38% are dissatisfied with branded apps …<br />Source: EffectiveUI 2010<br />
    4. 4. eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)<br />2.5x<br />91%<br />In USA, 9 of 10 US citizens owns a mobiledevice and 66% are regular users of SMS. <br />In 2010, one in three Americans used a mobiledevice to access the Internet every month. <br />About 16.2 billion mobile apps will be downloaded in 2013compared to 3.5 billion in 2009 (FutureSource)<br />32%<br />4.6x<br />Your consumers are there ----- are you?<br />
    5. 5. Mobile measurement maturity<br />Number of Downloads<br />Usage and Engagement<br />Effectiveness and optimization<br />
    6. 6. Demonstrate value of mobile channel<br />Baseline performance<br />Compare channels<br />Monetize actions<br />Appropriate depth<br />Discover optimization opportunities<br />
    7. 7. Essential channel measures<br />Adoption<br />App downloads<br />Site or app visitors<br />App usage (% of DL)<br />Geo distribution<br />Engagement<br />Frequency (visits/visitor)<br />Depth (events/visitor and duration)<br />Retention rate (% returning)<br />Effectiveness<br />Objective oriented conversions <br />High value activities<br />
    8. 8. Planning measurement<br />Focus on critical measures<br />Involve stakeholders<br />Start early<br />Think about distribution and format<br />Usage Rate<br />
    9. 9. Build an app? Which platform?<br />
    10. 10. Look to existing data for answers<br />51%<br />14%<br />10%<br />3%<br />2%<br />0.2%<br />
    11. 11. Insights come from across digital channels<br />
    12. 12. And provide an array of key metrics <br />
    13. 13. Important measurement points/metrics ..<br />People<br />Geo: Countries<br />Geo: Countries + Languages<br />Geo: Languages<br />Key Metrics: Daily<br />Sessions: Duration<br />Sessions: Frequency<br />Users: New + Returning<br />Technology<br />App Versions<br />Carriers<br />Connection Types<br />Devices<br />OS<br />OS + Devices<br />App Overview<br />App Overview Dashboard<br />Content and Events<br />Categories<br />Categories: Screens<br />Screens<br />Screens: Exit<br />Errors<br />Events<br />Events: App<br />Events: Conversions<br />In-App Ads<br />In-App Searches<br />Media: Titles<br />Media: Types<br />Outbound Links<br />Products<br />Products: Types<br />
    14. 14. Mobile site analytics<br />Monitor adoption and top-line performance<br />Assess and optimize effective drivers of traffic<br />Optimize customer experience<br />Prioritize design decisions based on device information<br />
    15. 15. Optimized tracking for native apps<br />Integration of tracking methods into applications<br />Standard and custom events<br />Auto-queuing for optimal performance and offline capture<br />Visitor identification and opt-out options<br />
    16. 16. Help to ensure success<br />Build a measurement strategy that aligns your objectives to measurable activity.<br />Provide guidance and best practices to ensure you are collecting and reporting on the right data.<br />Identify opportunities to improve your mobile marketing programs and user experience.<br />Treat mobile as key part of digital eCRM! <br /><ul><li>Execute on a fully integrated mobile marketing strategy</li></li></ul><li>Michael RicciVice President –<br />
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