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Mobile analytics 3.0

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  • 1. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 1
  • 2. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 2 Agenda •  What Problem Are We Trying To Solve •  Who Benefits •  Our Approach •  Our Output
  • 3. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 3 A glass ½ full or ……..
  • 4. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 4 What phones can do and what we do with them has evolved tremendously
  • 5. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 5 Smart phones now deeply integrated into our daily lives…
  • 6. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 6 All projections point to exponential growth… Mobile Access to Rival PC Access by 2013/14 M-Commerce Spend to Grow 3x by 2015 Mobile Advertising Grows 2x by 2015 Mobile Searches Grow 4x by 2015 Sources: e-Marketer, Gartner, RBC Capital
  • 7. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 7 Measurement woes for marketers…. 63%Haven’t Measured Mobile ROI 51%Are Not Executing a Mobile Strategy 33%“Don’t know how to measure the ROI of Mobile” 52%Struggle to Get Budget For Mobile Source: Forrester, Mobile Chanel Strategy Report(6/11), e-Marketer, Ovum/IAB 55%Spent less than $50K
  • 8. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 8
  • 9. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 9 Mobile is the most measurable channel
  • 10. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 10 But there are issues …
  • 11. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 11 The biggest challenge This Is Not This
  • 12. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 12 Once size fits none …. Mobile Analytics
  • 13. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 13 5 main challenges that impact mobile measurement 1.  Usage 2.  Ecosystem 3.  Persistent Identity 4.  Analytics 5.  Market level tools
  • 14. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 14 1. Usage is diverse •  Modality –  SMS, Apps, Web •  Device Type –  Smart vs. Feature vs. Tablet •  Browser Type –  Safari vs. Opera vs. Chrome •  OS –  iOS vs Android vs. Windows vs. Blackberry And this creates Data Silos
  • 15. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 15 2. Mobile ecosystem is fragmented... Which leads to data getting munged along the way
  • 16. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 16 3. Persistent identity is the key to all digital analytics …. And cookies just don’t work consistently in mobile
  • 17. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 17 4. Drawbacks of applying traditional web analytics to mobile… They don’t work ….
  • 18. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 18 5. Market level tools have severe limitations 1.  Sample vs Census vs Hybrid 2.  Measure modalities differently 3.  Useful for topline measures only
  • 19. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 19 Confused? You are not alone….
  • 20. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 20 Rapid evolution of usage & adoption has left us catching up to measurement
  • 21. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 21 8% of time, but less then 1% of spend, but not for long…
  • 22. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 22 Mobile Measurement: most crawling, flying will take a while
  • 23. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 23 44% of Fortune 100 Co. Have No Mobile Content Strategy* * Pure Oxygen Lab 2013 A glass ½ full or ……..
  • 24. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 24 Additional Resources •  Whitepapers –  State of Mobile Measurement (IAB) @ http://tinyurl.com/4x6rc4a –  The MMA Primer on Mobile Analytics @ http://tinyurl.com/9vzm5tj –  Mobile Marketing Metrics @ http://tinyurl.com/8nshbex •  Relevant Infographics –  http://econsultancy.com/us/blog/7697-10-mind-blowing-mobile-infographics •  Apps vs Web –  http://allthingsd.com/20121129/now-its-a-race-comscore-adds-up-web-mobile-and-app- eyeballs-for-the-first-time/ –  http://www.forbes.com/sites/fredcavazza/2011/09/27/mobile-web-app-vs-native-app- its-complicated/ –  http://econsultancy.com/us/blog/7832-the-fight-gets-technical-mobile-apps-vs-mobile- sites •  General Websites –  http://www.mobilemarketer.com/
  • 25. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 25 Questions?
  • 26. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 26 email: evan@storylinecorp.com LinkedIn: www.linkedin.com/pub/evan-neufeld/0/b29/5ba Twitter:@mobilewallah
  • 27. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 27
  • 28. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 28 Key measures mobile vs. desktop new slide
  • 29. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 29 Product Demo: Google Analytics http://www.google.com/analytics/features/tour.html
  • 30. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 30 Mobile Analytics Version 1.  Demographics 2.  Traffic Source 3.  Device Type 4.  Browser Type 5.  Carrier Network
  • 31. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 31 Mobile Analytics Version 1.  UVs 2.  Page Views 3.  Data consumption 4.  Returning Visitors* 5.  Time of Day 6.  Segmentation* 7.  Session time 8.  Session type 9.  Location 10. Bounce rate* When possiable
  • 32. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 32 Mobile Analytics Version 1.  ROI 2.  Surveys 3.  Actions Taken
  • 33. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 33 Key measure for apps •  Finding & Using –  Total Downloads –  Total Installs –  Unique Users –  Active Users Rate ( app users/ total downloads) –  New Users –  Conversions –  Churn –  devices and networks used to access app –  Geography –  Depth (# of screens) •  Engaged & Loyal –  Frequency of visits –  Depth of visist (Ratio of visiting to users over time) –  Duration –  Bounce Rate –  customized tracking of special content, like video •  High Value Activities –  Audience Characteristics –  User Activities •  Retrain & Encourage –  Stickiness –  Leverage –  Feedback /Ratings
  • 34. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 34 Upstream & downstream works very different in apps
  • 35. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 35 Many traditional analytics companies have some app analytics capabilities….
  • 36. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 36 Dash Board Review: Flurry
  • 37. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 37 Dash Board Review: Flurry
  • 38. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 38 Dash Board Review: Flurry
  • 39. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 39 Dash Board Review: Flurry
  • 40. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 40 Dash Board Review: Flurry
  • 41. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 41 Dash Board Review: Flurry
  • 42. © 2013 Storyline Development. Proprietary and Confidential. All Rights Reserved Direction. Acceleration. 42 Dash Board Review: Flurry