Mobile Measurement Strategy
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Mobile Measurement Strategy

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Eric Rickson, Webtrends, Greg Dowling, Semphonic, & Anders Rosenquist, Zaaz...

Eric Rickson, Webtrends, Greg Dowling, Semphonic, & Anders Rosenquist, Zaaz

Measurement without a business focus is like looking for treasure without a map. Join mobile thought leaders Greg Dowling of Semphonic and Anders Rosenquist of Zaaz as they help you uncover the insights you need to optimize your mobile channel.

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Mobile Measurement Strategy Mobile Measurement Strategy Presentation Transcript

  • Greg Dowling/Vice PresidentSemphonic
  • About Semphonic
    Semphonic is the world’s largest independent Web analytics consultancy. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include American Express, Charles Schwab, National Cancer Institute, Nokia, Genentech and Intuit.
    Portland
    Boston
    New York
    San Francisco
    Washington, DC
  • Get SMART with Mobile
  • Get S.M.A.R.T with mobile
    Mobile Strategy
  • Get S.M.A.R.T with mobile
    Mobile Strategy
    • Strategy
    • Measurement
    • Analysis
    • Reporting
    • Tactics
    Mobile Strategy
  • Assess your ‘Mobile Readiness’
    • Determine product suitability
    • What are your objectives?
    • What is your commitment?
    • What is the ROI?
    • Strategy
  • Define a ‘Measurement Plan’
    • Establish KPIs
    • Tie KPIs to business objectives
    • Evaluate enablement options
    • Assess technical limitations
    • Measurement
  • Establish intelligent ‘Correlations’
    • Appropriate dimensions
    • Fixed web vs. mobile web
    • High value tasks
    • Integration with offline data
    • Analysis
  • Make strategic information ‘Obvious’
    • Leverage data visualization
    • Allow for data interaction
    • Appropriate level of detail
    • Automate where possible
    • Reporting
  • Generate ‘Actionable Insights’
    • Let data define actions
    • Enhance segmentation
    • Channel optimization
    • Leverage experimental design
    • Tactics
  • Mobile Metrics
  • Mobile Web Metrics
    Mobile Web metrics are nascent at best
    • Page Views, Visits, Visitors, New/Repeat
    • Length of Visit, Bounce Rate, Depth of Visit
    • Sources: Search, Referrers, Keywords
    • Campaigns: Responses, Goal Completion
    • Geographic Location
    • Content Viewed
    Analysis focused primarily on device
    • Device capabilities
    • Manufacturer
    • Operating System
  • Mobile Web Metrics (cont.)
    Device capabilities important for refining Mobile Web strategy
    • Screen size
    • Input Method
    • Network Protocols
    • Audio/Video Support + DRM
    • Browser functions
    XHTML/WML Compliance
    JavaScript support
    Cookie support
    Image support
    Style sheet support
  • Mobile App Metrics
    Analysis focused primarily on application
    • Downloads
    • Application Users
    • Active User Rate
    • New Users
    • Application Starts
    • In Application Events
    • Application Background
    • Application Close
    • Content, Features, Media Used
    • Sessions
    • Session Length
    • Gross Revenue
    • App Store Commission
    • Trial to Paid Upgrade
  • Measurement Challenges
    Platform Limitations
    • JavaScript is often not present or enabled
    • Cookies may not be allowed or may be very short-lived
    • Browsers are non-standard
    Carrier Limitations
    • Some carriers aggressively strip HTTP headers so you don’t get everything you’d expect
    • Character limits on image requests limit the amount of information you can pass
    Mobile Applications
    • Native apps not in browser and demand different collection approach
  • Potential Pitfalls
    • Unique Visitor Identification
    • Cookies are often problematic
    • SubscriberIDsometimes stripped and unavailable.
    • Consider ‘waterfall’ or ‘hybrid’ methodology
    • Robots and Spider Detection
    • JavaScript solutions won’t work in most mobile scenarios
    • Mobile traffic DOES HAVE significant robotic presence
    • Mobile Applications
    • Multiple platforms and possible data restrictions
    • Offline vs. Online
    • Back-grounding of applications
    • Map data to fixed and mobile web
  • Best Practices
    • Target appropriate data collection method by known device types.
    • Server-side image requests for Mobile Web or leverage server side libraries for server to server
    • SDKs orAPIs for Mobile Applications
    • 1st Party Cookie for fixed web, Subscriber ID for Mobile Web, Device ID for mobile apps.
    • Capture visitorID method (Subscriber ID, cookie, UA & IP), Device Type, and Carrier as variables
    • Use an obfuscated Account ID to create a cross-channel view for fixed web, mobile web and mobile applications.
    • Separate profiles for each channel – Fixed Web, Mobile Web, Mobile App
  • Summing Up
  • Summing Up
    • Determine your ‘Mobile Readiness’
  • Summing Up
    • Determine your ‘Mobile Readiness’
    • Define a ‘Measurement Plan’
  • Summing Up
    • Determine your ‘Mobile Readiness’
    • Define a ‘Measurement Plan’
    • Establish intelligent ‘Correlations’
  • Summing Up
    • Determine your ‘Mobile Readiness’
    • Define a ‘Measurement Plan’
    • Establish intelligent ‘Correlations’
    • Make strategic information ‘Obvious’
  • Summing Up
    • Determine your ‘Mobile Readiness’
    • Define a ‘Measurement Plan’
    • Establish intelligent ‘Correlations’
    • Make strategic information ‘Obvious’
    • Generate ‘Actionable Insights’
  • Thank you!
    Email: gdowling@semphonic.com
    Twitter: @gregdowling
    Blog: dowling.typepad.com
  • Anders RosenquistDirector of Mobile StrategyZAAZ
  • ZAAZ Essentials
    HISTORY
    ZAAZ was founded in 1998.
    In 2006, ZAAZ was acquired
    by WPP (WPPGY), one of the world’s most comprehensive marketing communications groups.
    GEOGRAPHY
    ZAAZ is headquartered in Seattle, with offices in New York, San Francisco, Detroit, Helsinki, and London.
    PUBLISHED WORKS
    Actionable Analytics (available on amazon.com). Weekly ClickZ.comcolumn.
    AWARDS
    Forrester recently ranked ZAAZ among the top interactive agencies in the U.S.
    EMPLOYEES
    160
    • Greg outlined a great process for defining your mobile strategy.
    • I’ll talk about:
    • The importance of good user experience (UX) combined with measurement as key elements of the strategy.
    • Some mobile strategy and measurement work we’ve been doing with clients.
    Overview
  • Mobile Strategy
    • Establish both business and user goals at the beginning
    • Use these to guide content and functionality decisions
    • Test and refine mobile site/app
    Goals for Mobile
  • Anders insert image of affinity/whiteboarding for business goals
  • Blended Agenda Matrix
    BUSINESS
    USER
    RECOMMENDED STRATEGIES
  • Blended Agenda Matrix
    BUSINESS
    CORRELATION OF OBJECTIVES
    USER
    RECOMMENDED STRATEGIES
  • Mobile UX
  • “I didn’t have time to write you a short letter, so I wrote you a long one instead”
    - Mark Twain
  • Mobile UX
    • Focus user attention on core information – intensify the information.
    • The content is the interface. The information is the interface. Not the “computer administration debris”(Tufte)
    • Find the emergent functionality by leveraging network, location, device hardware features/sensors.
  • Mobile UX
    Desktop

    Mobile
  • Amazon
  • Hard Rock Hotel
  • EW Concepts
    Entertainment Weekly Cover Quiz?
  • EW Concepts: the iMust List
    THE INTERSECTION OF
    Liberal Arts, TechnologyandCommerce.
  • EW Concepts: the iMust List
    i-MustList
    - A Snapshot of Entertainment Weekly.
    - Not an App, a first step to an interactive magazine
    - The “extended edition” of The Must List
    - Editorial meets eCommerce
  • Digital Ecosystem
  • Home to Home - Mobile Touchpoints
  • Mobile Measurement
  • Hard Rock Hotel
  • Hard Rock Hotel
  • Hard Rock Hotel
    A/B Optimization Test
    Variant
    Control
  • Hard Rock Hotel
    8% increase in reservations
    Variant
    Control
  • Hard Rock Hotel
    8% increase in reservations
    15:1 ROI
    Variant
    Control
  • Windows Phone 7 Launch
  • Windows Phone 7 Launch
  • Microsoft Dynamics – PC and Mobile
  • Microsoft Dynamics – PC and Mobile
  • Microsoft Dynamics – PC and Mobile
  • TravelPulse
  • TravelPulse
    • Establish user and business goals early
    • Good UX is key element of mobile strategy
    • Mobile ≠ Desktop
    • Build mobile sites and apps with analytics and optimization testing in mind from beginning
    • Mobile optimization testing can yield substantial results
    Sum
  • Fin