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Create, measure, improve mobile<br />Eric Rickson<br />Director Mobile Analytics<br />
eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)<br />2.5x<br />In 2009, one in fo...
Emerging Opportunities<br />
Was last year 2009 or 1999?<br />Mandate<br />n<br />“I don’t know what a website is, but I know I need to have one.” <br ...
Demonstrate value of mobile channel<br />Baseline performance<br />Compare channels<br />Monetize actions<br />Appropriate...
Mobile measurement maturity<br />Number of Downloads<br />Usage and Engagement<br />Effectiveness and optimization<br />
Essential Channel Measures<br />Adoption<br />App downloads<br />Site or app visitors<br />App usage (% of DL)<br />Geo di...
Planning Measurement<br />Focus on critical measures<br />Involve stakeholders<br />Start early<br />Distribution and form...
Mobile Web<br />Native Apps<br />Campaign Apps<br />Mobile Measurement<br />Web<br />Mobile<br />Facebook<br />FiOS TV<br ...
Webtrends Mobile Analytics<br />
Measure what matters<br />Details about viewed content<br />Each action can be reported on<br />Configurable metrics mappe...
Optimized tracking for native apps<br />Easy integration<br />Standard and custom events<br />Auto-queuing and offline cap...
Associated Press Mobile<br />“With the help of Webtrends, we are provided relevant insight into how the applications are b...
Key takeaways<br />Treat Mobile as an integrated marketing channel<br />Don’t just make it, make it useful <br />Include a...
Thank you.<br />
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Engage EMEA 2010 - Mobile Analytics

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  • Consumers are there are you?Consumer Adoption of Mobile Accelerating
  • Three questions and maybe you have similar questions
  • 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
  • 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
  • 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
  • 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!
  • How can wt help w you mobile strategy this year
  • Transcript of "Engage EMEA 2010 - Mobile Analytics"

    1. 1.
    2. 2. Create, measure, improve mobile<br />Eric Rickson<br />Director Mobile Analytics<br />
    3. 3. eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)<br />2.5x<br />In 2009, one in four Americans used a mobiledevice to access the Internet every month. <br />25%<br />About 16.2 billion mobile apps will be downloaded in 2013compared to 3.5 billion in 2009 (FutureSource)<br />4.6x<br />Consumers are there are you?<br />
    4. 4. Emerging Opportunities<br />
    5. 5. Was last year 2009 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 />
    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. Mobile measurement maturity<br />Number of Downloads<br />Usage and Engagement<br />Effectiveness and optimization<br />
    8. 8. 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 />
    9. 9. Planning Measurement<br />Focus on critical measures<br />Involve stakeholders<br />Start early<br />Distribution and format<br />Usage Rate<br />
    10. 10.
    11. 11. Mobile Web<br />Native Apps<br />Campaign Apps<br />Mobile Measurement<br />Web<br />Mobile<br />Facebook<br />FiOS TV<br />Game consoles<br />Video<br />Understand Mobile Destinations<br />Webtrends Analytics<br />
    12. 12. Webtrends Mobile Analytics<br />
    13. 13. Measure what matters<br />Details about viewed content<br />Each action can be reported on<br />Configurable metrics mapped to users activities<br />Unlimited metrics<br />
    14. 14. Optimized tracking for native apps<br />Easy integration<br />Standard and custom events<br />Auto-queuing and offline capture<br />ID and opt-out options<br />For Apple, Android, and Blackberry<br />Generic approach for other platforms<br />
    15. 15. Associated Press Mobile<br />“With the help of Webtrends, we are provided relevant insight into how the applications are being used. This will help us understand adoption and allow us to measure our usage goals, and what we expect from similar applications. Measurement is an important piece of the experience.”<br />Jeffrey Litvack<br />GM Global Product Development <br />Associated Press<br />
    16. 16. Key takeaways<br />Treat Mobile as an integrated marketing channel<br />Don’t just make it, make it useful <br />Include analytics in planning phase<br />You can’t optimize what you don’t measure<br />**check out Eric Butler’s Tips and Tricks track<br />
    17. 17. Thank you.<br />
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