Mobile Strategies Summit Boston

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Keynote presentation from GSMI's Mobile Strategies Summit in Boston which focused on mobile measurement

Keynote presentation from GSMI's Mobile Strategies Summit in Boston which focused on mobile measurement

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  • 1. Mobile Measurement: A Customer Intelligence Imperative Michael Ricci – VP Digital Solutions September 19, 2012 @MobileNTRactv© 2012 Webtrends, All Rights Reserved.
  • 2. Agenda •  eMarketer’s Global CMO Survey •  Mobile Trends Shaping our Future •  Mobile Analytics •  A Current State of Affairs •  A Model for Success •  Best of Breed Practitioners – case studies •  Takeaways •  Q&A© 2012 Webtrends, All Rights Reserved. |2
  • 3. eMarketer’s Global CMO Survey© 2012 Webtrends, All Rights Reserved. |3
  • 4. What Keeps CMOs Awake at Night? •  Data explosion fueled by “Splinternet” tops list of concerns •  Social media a close second •  56% focused on ROI and accountability.© 2012 Webtrends, All Rights Reserved. |4
  • 5. CMOs Top Priorities: The Next 3–5 Years •  Customer Analytics & Predicative Analytics show focus placed on measurement! •  Mobile (#4) and tablet investments (#6) reveal intense focus on this channel© 2012 Webtrends, All Rights Reserved. |5
  • 6. Mobile Trends Shaping our Future© 2012 Webtrends, All Rights Reserved. |6
  • 7. Mobile and Web are becoming synonymous …© 2012 Webtrends, All Rights Reserved. |7
  • 8. as Internet access from mobile devices expands© 2012 Webtrends, All Rights Reserved. |8
  • 9. Ad effectiveness is an important driver behind mobile adoption© 2012 Webtrends, All Rights Reserved. |9
  • 10. © 2012 Webtrends, All Rights Reserved. | 10
  • 11. Average expected change in mobile marketing budgets in 2012 +35%© 2012 Webtrends, All Rights Reserved. | 11
  • 12. Mobile Measurement© 2012 Webtrends, All Rights Reserved. | 12
  • 13. Mobile Measurement Disconnect •  Less than one-third of global brands have developed a mobile strategy. •  Two-thirds 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 a measurement “imperative.” @MobileNTRactv Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research “How Mature is your Mobile Strategy?” October 2010 Forrester Research© 2012 Webtrends, All Rights Reserved. | 13
  • 14. Mobile ROI – Flying Blind 63% don’t know or haven’t measured© 2012 Webtrends, All Rights Reserved. @MobileNTRactv | 14
  • 15. Mobile Measurement – The Silos *mobile payment, NFC, and Email emerging© 2012 Webtrends, All Rights Reserved. | 15
  • 16. Analytics Strategic Plan MULTI-CHANNEL VISITOR-LEVEL ACTION ANALYTICS ANALYSIS SEGMENTATION PERSONALIZATION SYSTEMS MARKETING APPLICATIONS Digital Track and Segmentation Test & fine Push to CRM/ analytics: measure visitor around tune website email and target commerce and data: purchase & behaviors making the customers that marketing visit history “call to action” showed interest standout in certain products© 2012 Webtrends, All Rights Reserved. | 16
  • 17. Cross Channel Measurement Strategy ACQUISITION ENGAGEMENT USER SURVEY SOCIAL LISTENING (AWARENESS) (BEHAVIORAL) (ATTITUDINAL) (BRAND LOVE) FACEBOOK   SMS   VDM   APP   A10   WEB   A10   TWITTER   FB       SURVEY   Apps   APP Apps   Ads   BLOGS/WEB   A10   A10   DB3         SITE   BEAT  HUB     A10 SURVEY SITE   A10   RI   Social  © 2012 Webtrends, All Rights Reserved. | 17
  • 18. Mobile Measurement Maturity ADOPTION ENGAGEMENT EFFECTIVENESS App Downloads Frequency – visits/visitor Objective Oriented Conversions Site or App Visitors Depth – event/visitor + duration High Value Activities App usage (% of DL) Retention Rate (% returning) Geo Distribution© 2012 Webtrends, All Rights Reserved. #WTdmm @MobileNTRactv | 18
  • 19. Build a Mobile Measurement Strategy •  Build a measurement strategy that aligns your objectives to measurable activity Usage Rate •  Start early and involve stakeholders •  Think about distribution and format •  Find means to measure ALL mobile traffic/interactions •  Focus on critical measures •  Use performance data to improve programs and user experience© 2012 Webtrends, All Rights Reserved. | 19
  • 20. Best of Breed Practitioners© 2012 Webtrends, All Rights Reserved. | 20
  • 21. Webtrends Mobile Site Tracking ! !BMW!© 2012 Webtrends, All Rights Reserved. | 21
  • 22. Webtrends Mobile Site Tracking NY Times!© 2012 Webtrends, All Rights Reserved. 2011 | 22
  • 23. Webtrends Mobile App Tracking Fandango!© 2012 Webtrends, All Rights Reserved. 2011 | 23
  • 24. Webtrends Mobile Site Tracking Gatorade!© 2012 Webtrends, All Rights Reserved. 2011 | 24
  • 25. Key Takeaways© 2012 Webtrends, All Rights Reserved. | 25
  • 26. Key Takeaways Rising smartphone and mobile web adoption signal new imperatives for marketers. Marketers need to look toward the day when the mobile web is no longer a sideshow but a main event. That day is finally upon us and mobile must become a key tool for today’s digital marketer!© 2012 Webtrends, All Rights Reserved. | 26
  • 27. Key Takeaways Mobile advertising is following a similar evolution as the desktop. Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply upward.© 2012 Webtrends, All Rights Reserved. | 27
  • 28. Key Takeaways Mobile Marketing is not just about apps but also about SMS, mWeb, Search, QR Codes, Voice, AR and countless other relevant tactics. The right tool depends on having the right strategy, precise measurement and understanding that all these tactics need to work in concert. Find mobile partners that understand this and aren’t trying to solve every mobile program with yet another app!© 2012 Webtrends, All Rights Reserved. | 28
  • 29. Key Takeaways The future of mobile is all about sophistication, integration. More capable devices, faster networks, savvier mobile consumers and richer experiences lie ahead. Marketers’ strategies must seek to integrate mobile (with WWW, social, email, POS, print, broadcast, etc.) and evolve experiences in line with the growing sophistication of mobile devices and consumers usage patterns.© 2012 Webtrends, All Rights Reserved. | 29
  • 30. Key Takeaways Success in this channel is tied to precise multi-channel measurement. Failing to measure is unacceptable going forward. Mobile is no longer an experiment and treating it that way is professionally irresponsible. Going forward, mobile marketers will be held to the same level of accountability as their digital peers.© 2012 Webtrends, All Rights Reserved. | 30
  • 31. Q+A Michael Ricci, VP Digital | @MobileNTRacTV mike.ricci@webtrends.com© 2012 Webtrends, All Rights Reserved.
  • 32. Mobile Analytics - Resources The MMA Primer on Mobile Analytics Mobile Marketing Update September 2012 Issued by the MMA Mobile Analytics Committee Co-Chairs: Mike Ricci, WebTrends and Anders Rosenquist, Ph.D., POSSIBLE© 2012 Webtrends, All Rights Reserved. | 32