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
Mobile Marketing in 2011 and Beyond Michael Ricci VP – Mobile; Webtrends
Our mobile phone taxonomy Feature Phones Quick Messaging Smartphones 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
Digital convergence: mobile synthesis Internet Phone. Cinema TV Radio Recordings Print
Was last year 2010 or 1999? Mandate n “I don’t know what a website is, but I know I need to have one.” APP Experimentation
38% are dissatisfied with branded apps … Source: EffectiveUI 2010
eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch) 2.5x 91% 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) 32% 4.6x Consumers are there ----- are you?
Top trends in mobile – 4G & video Cisco CTO @ CTIA: 66% of all mobile internet traffic will be video by 2013
Samsung, Dell, Kyocera, HTC join Android stampede Top trends in mobile - Droid
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.
iPad adoption outstripping iPod and iPhone combined (Kliener Perkins)
Mobile – program benchmarks
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 – video photo galleries polls (eCRM) social sharing 3D advertising
Mobile measurement maturity Number of Downloads Usage and Engagement Effectiveness and optimization
Demonstrate value of mobile channel Baseline performance Compare channels Monetize actions Appropriate depth Discover optimization opportunities
Essential channel measures Adoption App downloads Site or app visitors App usage (% of DL) Geo distribution Engagement Frequency (visits/visitor) Depth (events/visitor and duration) Retention rate (% returning) Effectiveness Objective oriented conversions High value activities
Planning measurement Focus on critical measures Involve stakeholders Start early Think about distribution and format Usage Rate
Important measurement points/metrics .. People Geo: Countries Geo: Countries + Languages Geo: Languages Key Metrics: Daily Sessions: Duration Sessions: Frequency Users: New + Returning Technology App Versions Carriers Connection Types Devices OS OS + Devices App Overview App Overview Dashboard Content and Events Categories Categories: Screens Screens Screens: Exit Errors Events Events: App Events: Conversions In-App Ads In-App Searches Media: Titles Media: Types Outbound Links Products Products: Types
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
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
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 – MobileMike.Ricci@webtrends.com@MobileNTRactv