Mobile 101 Class 4: Mobile Measurement
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Mobile 101 Class 4: Mobile Measurement

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    Mobile 101 Class 4: Mobile Measurement Mobile 101 Class 4: Mobile Measurement Presentation Transcript

    • MOBILE MEASUREMENT Data in the Mobile Ecosystem
    • 1 It’s Big - We Know That 2 The Mobile EcosystemAGENDA 3 What We Can Measure 4 Creating A Mobile Measurement Plan 5 Looking Ahead 2
    • IT’S BIG - WE KNOW THAT MOBILE USAGE BY 2014, MOBILE INTERNET SHOULE TAKE OVER DESKTOP INTERNET USAGE Global Mobile vs. Desktop Internet User Projection 2007 — 2015E MOBILE INTERNET USERS DESKTOP INTERNET 2007 2009 2011E 2013E 2015E USERS 3
    • MOBILE ECOSYSTEM CARRIERS OEM OS SOFTWARE FOUNDATIONS + API s BROWSERS CHANNELS RETAILERS 4
    • PUBLISHERSMOBILE ECOSYSTEM CARRIERS AD NETWORKS OEM OS SOFTWARE FOUNDATIONS + API BROWSERS RETAILERS CHANNELS AD EXCHANGES 5
    • THE INDUSTRY IS NASCENTThe mobile industry only really startedin 2008 after the release of the iPhone. We’re still in diapers. 6
    • IT’S THE WILD WILD WESTHundreds of companies are competing to bring mobile solutions forward. With chaos comes opportunity. 7
    • THE MOBILE ECOSYSTEM THE FACTS What are the measurement implications of this ecosystem? 1 DATA IS NOT SHARED 2 DATA NOT VALIDATED 3 UNKNOWN UNIQUES 4 UNRELIABLE COOKIES 5 PRIVACY ISSUES 8
    • THE MOBILE ECOSYSTEM 1 DATA IS NOT SHARED Most of these buckets do not work together, which means it will probably get worse before it gets better. Created a land of gated gardens. 9
    • THE MOBILE ECOSYSTEM 2 DATA NOT VALIDATED A number of sources all pull from the same inventory or panels. There is no one unified voice to confirm or validate the data. 10
    • THE MOBILE ECOSYSTEM 3 UNKNOWN UNIQUES Publishers have a difficult time assessing unique visitors. This problem is magnified when seeking an apples‐to‐apples comparison across platforms. 11
    • THE MOBILE ECOSYSTEM 4 UNRELIABLE COOKIESBoth Javascript and HTTP cookies are unreliable for the mobile Web and are not even an option for apps. Many devices don’t accept cookies at all or are session‐dependent and deleted immediately. 12
    • THE MOBILE ECOSYSTEM 5 PRIVACY ISSUES Unique Device Identifiers, Apple ID’ or PII are not available on all devices and cause security concerns for users.Proposed privacy bills point to heightened regulations in the future. 13
    • SO WHAT DATA IS AVAILABLE? 14
    • AVAILABLE DATA 1ST PARTY Data Source: Publisher’s servers, database OR their adserver like Mocean. Mobile Web Mobile Apps • Page Views • Downloads • Time Spent • Frequency Of Use • Device Type • Time Spent • Screen Size SMS • Open Rate • Response Rates 15
    • AVAILABLE DATA 1ST PARTYGEOLOCATION DATA Accuracy GPS - Lat/LongHow Networks Get Geolocation Data• Registration Registration - Zip• IP Address• GPS IP Address Scale 16
    • AVAILABLE DATA 1ST PARTYUSER DATAHow Networks Get User Data UID/IDFA• IDFA/UID - Like online cookies Publisher ID Accuracy - UID on Android and IDFA on iOS 6 Fingerprinting• Publisher ID - Registration data or usernames• Device Fingerprinting Scale - Networks/Publishers leverage an Algorithm that identifies users based on a combination of characteristics 17
    • IOS 6 iOS 6 and iPhone 5 made huge strides in making mobile more trackable and measurable. The IDFA is a random unique code which is shared across apps. This will allow us to: • Behavioral Target • Retarget • Develop highly detailed user profiles 18
    • AVAILABLE DATA 3RD PARTY SURVEY CARRIER REPORTED MOBILE TAGGING PUBLISHER ANALYTICS 19
    • AVAILABLE DATA 3RD PARTY SURVEY PARTNER PROS CONS • No Long Tail • Can Report Demographics • Self‐reported Data • Aligns With Non‐ Mobile Brand • Expensive To Build Panel Awareness Studies • Skewed Results • Can Do Control/exposed Studies • Difficult To Create A Control Group 20
    • AVAILABLE DATA 3RD PARTY CARRIER REPORTED PARTNER PROS CONS • Can Track Actual Behavior • Coordination Challenges With • Potentially Tied To Carrier Carriers Geographic, Demographic Data • Missing Wifi Traffic • Anonymized, Aggregated Data 21
    • AVAILABLE DATA 3RD PARTY MOBILE TAGGING PARTNER PROS CONS • More Unified Data On Web Traffic • Better Insights Into Niche Mobile • Requires Publisher Participation Sites/apps 22
    • AVAILABLE DATA 3RD PARTY PUBLISHER ANALYTICS PARTNER PROS CONS • Census‐based Behavioral Data • Lacks Third‐party Verification Individual Publishers 23
    • CREATING A MOBILEMEASUREMENT PLAN 24
    • EXAMPLE THE DAILYGOAL: DOWNLOADS• Measurement Approach: - Determine efficient CPD - Measure % of New Traffic - Monitor Google Searches• Process: - Required data sharing with client + Localytics - Monitored CPD weekly - Test different segments + time of day 25
    • EXAMPLE A|XGOAL: SUBMISSIONS • Approach: - In-app banners - Social Targeting • Missed Opportunities: - Click-to-app - Rich Media - “Tagging” 26
    • BE CREATIVE!Be creative in how you define mobile success.CTR is not the only success metric. 27
    • BEFORE YOU RFP Remember: 1. Many partners have access to the same inventory and 3rd party data. 2. Algorithms make a difference, but we don’t like black boxes 3. Sometimes the only way to know which one will be most effective is run a test. 28
    • LOOKING AHEAD 29
    • SO WHY EVEN DEAL WITH MOBILE? We don’t need to reiterate the sheer reach and engagement potential for mobile. Even with the limitations, the only way to grow the space is to try things that are measurable for your clients now. 30
    • WILL OUR PLANS BE 100% MOBILE SOMEDAY? Maybe, but we will use the platform and medium that will best achieve optimal results. If mobile can, we will. 31
    • THANK YOU