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Webtrends Mobile at Marketing Innovation & Discovery Summit 2011
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Webtrends Mobile at Marketing Innovation & Discovery Summit 2011


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Mike Ricci's presentation from Marketing Innovation & Discovery Summit

Mike Ricci's presentation from Marketing Innovation & Discovery Summit

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  • Research shows that within five years there will be 10 billion mobile Internet enabled devices in use worldwide, more people will access the Internet from mobile devices than from traditional personal computers
  • 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
  • Consumers are there are you?Consumer Adoption of Mobile Accelerating
  • 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
  • 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
  • 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!
  • Reporting and analytics in one interface for traditional web, facebook, mobile web, and mobile applications with the right data collection approach for each channel
  • Engagement and AdoptionContent and Media UsageFeature UsageTechnical DetailsGeo DistributionError ReportingCustom Reporting
  • Transcript

    • 1. Mobile Marketing in 2011 and Beyond
      Michael Ricci VP – Mobile; Webtrends
    • 2. Our mobile phone taxonomy
      Feature Phones
      Quick Messaging
      The rest – 12 digit keypad “phones”
      Android, Apple, Blackberry, Palm, Nokia N/E series, WebOS, Windows
      Phone with a QWERTY keyboard or touch screen, but not a smartphone
    • 3. Digital convergence: mobile synthesis
    • 4. Mobile marketing – more than ads & SMS
    • 5. Mobile has reached it’s tipping point
    • 6. 6
      Morgan Stanley – mobile rules
    • 7. Mobile web penetration escalates
    • 8. Smartphones
    • 9. Mobile - set to exceed PC shipments in 2011
    • 10. Projected smartphone penetration - USA
    • 11. Recent acquirers accelerating this growth
    • 12. Mobile web vs. apps – usage & consumption
    • 13.
    • 14. A global battle for smartphone dominance
    • 15. Smartphone penetration - USA
    • 16. Droid continues swallowing market share
    • 17. Millennial ad network – Jan 2011
    • 18. Was last year 2010 or 1999?
      “I don’t know what a website is, but I know I need to have one.”
    • 19. 38% are dissatisfied with branded apps …
      Source: EffectiveUI 2010
    • 20. eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)
      In USA, 9 of 10 US citizens owns a mobiledevice and 66% are regular users of SMS.
      In 2010, one in three Americans used a mobiledevice to access the Internet every month.
      About 16.2 billion mobile apps will be downloaded in 2013compared to 3.5 billion in 2009 (FutureSource)
      Consumers are there ----- are you?
    • 21. Key Tools in the Mobile Marketer’s Quiver
    • 22. Top trends in mobile – 4G & video
      Cisco CTO @ CTIA: 66% of all mobile internet traffic will be video by 2013
    • 23. Samsung, Dell, Kyocera, HTC join Android stampede
      Top trends in mobile - Droid
    • 24. Top trends in mobile - Tablets
      Google’s Android response launched by Samsung, Dell, MOTO
      • iPad sales cross million mark twice as fast as original iPhone.
      • 25. iPad adoption outstripping iPod and iPhone combined (Kliener Perkins)
    • Mobile – program benchmarks
    • 26. iPad & Tablets – an important new canvas
      Explosion in consumer adoption making this a vital medium
      User experience is fundamentally different than your WWW site or WAP site.
      Consumer expects to engage with advertising/applications and demanding rich video experiences.
      Allows for new & different interactivity –
      photo galleries
      polls (eCRM)
      social sharing
      3D advertising
    • 27. Case study – Men’s Health
    • 28. Case study – Men’s Health
    • 29. Case study – Men’s Health
    • 30. Case study – My Starbucks
      • Mobile loyalty program designed to work with Starbucks CRM card
      • 31. Integrated 2D barcode capability allows iPhone to become Starbucks card and consumers can check balance and reload card from app
      • 32. App allows registration and has store locator, My Favs and puts nutritional info at customers fingertips.
      • 33. Launched in SEPT in 16 test markets. In certain stores consumers can pay with device.
    • Top trends in mobile – QR codes
    • 34. Why QR or 2D barcodes?
      Codes can be included in advertising, FSIs, store circulars, web properties and POS – providing engagement & driving consumers to purchase
    • 35. Mobile benchmarks - QR Codes
    • 36. Mobile Analytics & eCRM
    • 37. Mobile measurement maturity
      Number of Downloads
      Usage and Engagement
      Effectiveness and optimization
    • 38. Demonstrate value of mobile channel
      Baseline performance
      Compare channels
      Monetize actions
      Appropriate depth
      Discover optimization opportunities
    • 39. Essential channel measures
      App downloads
      Site or app visitors
      App usage (% of DL)
      Geo distribution
      Frequency (visits/visitor)
      Depth (events/visitor and duration)
      Retention rate (% returning)
      Objective oriented conversions
      High value activities
    • 40. Planning measurement
      Focus on critical measures
      Involve stakeholders
      Start early
      Think about distribution and format
      Usage Rate
    • 41. Build an app? Which platform?
    • 42. Look to existing data for answers
    • 43. Insights come from across digital channels
    • 44. But most brands superficially track downloads
    • 45. Important measurement points/metrics ..
      Geo: Countries
      Geo: Countries + Languages
      Geo: Languages
      Key Metrics: Daily
      Sessions: Duration
      Sessions: Frequency
      Users: New + Returning
      App Versions
      Connection Types
      OS + Devices
      App Overview
      App Overview Dashboard
      Content and Events
      Categories: Screens
      Screens: Exit
      Events: App
      Events: Conversions
      In-App Ads
      In-App Searches
      Media: Titles
      Media: Types
      Outbound Links
      Products: Types
    • 46. Mobile site analytics
      Monitor adoption and top-line performance
      Assess and optimize effective drivers of traffic
      Optimize customer experience
      Prioritize design decisions based on device information
    • 47. Optimized tracking for native apps
      Integration of tracking methods into applications
      Standard and custom events
      Auto-queuing for optimal performance and offline capture
      Visitor identification and opt-out options
    • 48. Help to ensure success
      Build a measurement strategy that aligns your objectives to measurable activity.
      Provide guidance and best practices to ensure you are collecting and reporting on the right data.
      Identify opportunities to improve your mobile marketing programs and user experience.
      Treat mobile as key part of digital eCRM!
      • Execute on a fully integrated mobile marketing strategy
    • Michael RicciVice President –