Mobile Analytics: Digital Strategies and  Measurement Challenges In this webcast Greg Dowling of Semphonic gives practical...
American Marketing Association April 2010 Mobile Analytics: Digital Strategies and Measurement Challenges
<ul><li>Semphonic is the world’s largest independent Web analytics consultancy. Founded in 1997, the company has helped le...
AGENDA: - WHY MOBILE MATTERS - NOKIA MOBILE DATA STRATEGY - MOBILE MEASUREMENT - MOBILE STRATEGY
WHY MOBILE MATTERS
Why Mobile Matters Mobile is the most popular and rapidly adopted personal technology in the world.
Why Mobile Matters Mobile web browsing is experiencing a meteoric rise, but still a small percentage.
Why Mobile Matters Net Applications, February 2010
Why Mobile Matters Smartphones will make up nearly half of all U.S. handset sales by 2011.
Why Mobile Matters Mobile device operating systems vary widely depending on geographic location.
Why Mobile Matters Source: Gartner
Why Mobile Matters Source: Gartner Source: Gartner
Why Mobile Matters iPhone users have most applications installed, followed by Android Nielsen, Q4 2009
Why Mobile Matters Mobile application downloads will double in 2010 to 4.5B with $6.8B in revenue.
Why Mobile Matters Mobile commerce expected to triple by 2013 with 68B in global revenue.
Why Mobile Matters US mobile advertising spending to triple by 2013 with 70% currently “doing something”
NOKIA MOBILE DATA STRATEGY
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
A history of hi-tech and  innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898  ...
Convergence “ Everything came to us in a device that could fit into a pocket”
Connecting
 
The Consumer Data Strategy Nokia´s future success as a direct to consumer business required efficient and innovative use o...
The Consumer Data Situation
The Consumer Data Situation <ul><li>No common definitions for consumer data  </li></ul>Common language was missing
The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on ...
The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on ...
The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on ...
The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on ...
The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on ...
The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on ...
MAKING THE HARD DECISIONS
<ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Tools </li></ul></ul>Nokia Mobile Data St...
<ul><ul><li>People </li></ul></ul>Nokia Mobile Data Strategy
<ul><li>A special working group with the charter and the resources to address Nokia’s Consumer Data issues. </li></ul>Cons...
<ul><li>Purpose : </li></ul><ul><li>Lead the Services wide consumer data initiative and enable fact based decision making ...
<ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul>Nokia Mobile Data Strategy
A cquire E ngage  R etain C onvert What % of the target audience did the service reach? Where does the traffic come from? ...
the user experience A cquire E ngage  R etain C onvert What % of the target audience did the service reach? Where does the...
Unified Nokia Standard
Unified Nokia Standard How did we document KPIs? Business goals & resources used to achieve these goals Definitions of the...
Unified Nokia Standard How did we document the Reporting Plan? Lists all the dashboards and reports to be delivered Descri...
Unified Nokia Standard How did we document the Implementation Plan?
Unified Nokia Standard How did we document the Implementation Plan?
Unified Nokia Standard How did we document the Implementation Plan?
Unified Nokia Standard How did we document the Implementation Plan?
Unified Nokia Standard How did we account for cross platform visibility?
<ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Tools </li></ul></ul>Nokia Mobile Data St...
Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Tradi...
Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Tradi...
Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Tradi...
Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Tradi...
Tool Selection Omniture Suite for Web Analytics Data Warehouse for Centralized Consumer Data Management
Consulting Partners Omniture Semphonic Mobile Standard Technical Support and Review Best Practices Implementation Support ...
MOBILE MEASUREMENT
<ul><ul><li>Platform Limitations </li></ul></ul><ul><ul><ul><li>JavaScript is often not present or enabled </li></ul></ul>...
Measurement Strategies <ul><li>There are four common Mobile Measurement Strategies </li></ul><ul><ul><li>JavaScript taggin...
JavaScript Tagging
Server Side Image Requests
Wire Line Capture
API Collection & Insertion
Potential Pitfalls <ul><li>Unique Visitor Identification </li></ul><ul><ul><li>Cookies are often problematic </li></ul></u...
So what did Nokia do? <ul><li>Image Tags for Mobile </li></ul><ul><li>XML Data Insertion API for Mobile Apps </li></ul><ul...
MOBILE STRATEGY
<ul><li>Get S.M.A.R.T with mobile </li></ul>Mobile Strategy
<ul><li>Get S.M.A.R.T with mobile </li></ul>Mobile Strategy
<ul><li>Get S.M.A.R.T with mobile </li></ul>Mobile Strategy
<ul><li>S trategy </li></ul><ul><li>M easurement </li></ul><ul><li>A nalysis </li></ul><ul><li>R eporting </li></ul><ul><l...
<ul><li>S trategy </li></ul><ul><ul><li>Assess your ‘Mobile Readiness’ </li></ul></ul><ul><ul><ul><li>Determine product su...
<ul><li>M easurement </li></ul><ul><ul><li>Define a ‘Measurement Plan’ </li></ul></ul><ul><ul><ul><li>Establish KPIs </li>...
<ul><li>A nalysis </li></ul><ul><ul><li>Establish intelligent ‘Correlations’ </li></ul></ul><ul><ul><ul><li>Appropriate di...
<ul><li>R eporting </li></ul><ul><ul><li>Make strategic information ‘Obvious’ </li></ul></ul><ul><ul><ul><li>Leverage data...
<ul><li>T actics </li></ul><ul><ul><li>Generate ‘Actionable Insights’ </li></ul></ul><ul><ul><ul><li>Let data define actio...
Summing Up
Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul>
Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul>
Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul><ul><li>Estab...
Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul><ul><li>Estab...
Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul><ul><li>Estab...
Thank you! Email:   [email_address] Twitter: @gregdowling
For  More  Information on our host,  ReadyTalk , visit ReadyTalk.com/ama  Questions for Today’s Speaker Email Greg:  [emai...
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Mobile Analytics: Digital Strategies and Measurement Challenges

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In this webcast Greg Dowling of Semphonic gives practical advice on…

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> Mobile Measurement
> Mobile Strategy

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Mobile Analytics: Digital Strategies and Measurement Challenges

  1. 1. Mobile Analytics: Digital Strategies and Measurement Challenges In this webcast Greg Dowling of Semphonic gives practical advice on… > Why Mobile Matters > Mobile Measurement > Mobile Strategy    
  2. 2. American Marketing Association April 2010 Mobile Analytics: Digital Strategies and Measurement Challenges
  3. 3. <ul><li>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. </li></ul>About Semphonic Portland San Francisco Boston New York Washington, DC
  4. 4. AGENDA: - WHY MOBILE MATTERS - NOKIA MOBILE DATA STRATEGY - MOBILE MEASUREMENT - MOBILE STRATEGY
  5. 5. WHY MOBILE MATTERS
  6. 6. Why Mobile Matters Mobile is the most popular and rapidly adopted personal technology in the world.
  7. 7. Why Mobile Matters Mobile web browsing is experiencing a meteoric rise, but still a small percentage.
  8. 8. Why Mobile Matters Net Applications, February 2010
  9. 9. Why Mobile Matters Smartphones will make up nearly half of all U.S. handset sales by 2011.
  10. 10. Why Mobile Matters Mobile device operating systems vary widely depending on geographic location.
  11. 11. Why Mobile Matters Source: Gartner
  12. 12. Why Mobile Matters Source: Gartner Source: Gartner
  13. 13. Why Mobile Matters iPhone users have most applications installed, followed by Android Nielsen, Q4 2009
  14. 14. Why Mobile Matters Mobile application downloads will double in 2010 to 4.5B with $6.8B in revenue.
  15. 15. Why Mobile Matters Mobile commerce expected to triple by 2013 with 68B in global revenue.
  16. 16. Why Mobile Matters US mobile advertising spending to triple by 2013 with 70% currently “doing something”
  17. 17. NOKIA MOBILE DATA STRATEGY
  18. 18. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  19. 19. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  20. 20. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  21. 21. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  22. 22. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  23. 23. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  24. 24. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  25. 25. A history of hi-tech and innovation <ul><li>Founded in Tampere in 1865 </li></ul><ul><li>Finnish Rubber Works Ltd. 1898 </li></ul><ul><li>Finnish Cable Works Ltd. 1912 </li></ul><ul><li>Nokia Corporation 1966 </li></ul><ul><li>Electronics began in 1967 </li></ul> © 2008 Nokia
  26. 26. Convergence “ Everything came to us in a device that could fit into a pocket”
  27. 27. Connecting
  28. 29. The Consumer Data Strategy Nokia´s future success as a direct to consumer business required efficient and innovative use of consumer data Nokia needed to develop Consumer Data as a strategic asset <ul><ul><li>Engaging consumers to foster a continuous relationship with Nokia </li></ul></ul><ul><ul><li>Developing targeted and relevant sales and marketing efforts </li></ul></ul><ul><ul><li>Developing more consumer-driven services and solutions </li></ul></ul>Realizing synergies and building up common enablers was key for utilizing consumer data as a strategic asset
  29. 30. The Consumer Data Situation
  30. 31. The Consumer Data Situation <ul><li>No common definitions for consumer data </li></ul>Common language was missing
  31. 32. The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on service wide level </li></ul><ul><li>No common definitions for consumer data </li></ul>Consumer data was fragmented Common language was missing
  32. 33. The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on service wide level </li></ul><ul><li>Lack of common data models and data management practices led to poor quality </li></ul><ul><li>No common definitions for consumer data </li></ul>Consumer data was fragmented Consumer data quality was poor Common language was missing
  33. 34. The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on service wide level </li></ul><ul><li>Lack of common data models and data management practices led to poor quality </li></ul><ul><li>Need for competent data analyst resources at Nokia far exceeded current levels </li></ul><ul><li>No common definitions for consumer data </li></ul>Consumer data was fragmented Consumer data quality was poor Analytics competencies missing Common language was missing
  34. 35. The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on service wide level </li></ul><ul><li>Lack of common data models and data management practices led to poor quality </li></ul><ul><li>Need for competent data analyst resources at Nokia far exceeded current levels </li></ul><ul><li>Consumer data not consciously in the scope of developing and operating a service or innovating new business models </li></ul><ul><li>No common definitions for consumer data </li></ul>Consumer data was fragmented Consumer data quality was poor Analytics competencies missing Consumer data & insights were not part of business processes Common language was missing
  35. 36. The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on service wide level </li></ul><ul><li>Lack of common data models and data management practices led to poor quality </li></ul><ul><li>Need for competent data analyst resources at Nokia far exceeded current levels </li></ul><ul><li>Consumer data not consciously in the scope of developing and operating a service or innovating new business models </li></ul><ul><li>Lack of common marketing campaign tracking and optimization principles and practices </li></ul><ul><li>No common definitions for consumer data </li></ul>Consumer data was fragmented Consumer data quality was poor Analytics competencies missing Consumer data & insights were not part of business processes Marketing activities not guided by common principles Common language was missing
  36. 37. The Consumer Data Situation <ul><li>Consumer data in multiple fragmented databases, with limited capability to combine on service wide level </li></ul><ul><li>Lack of common data models and data management practices led to poor quality </li></ul><ul><li>Need for competent data analyst resources at Nokia far exceeded current levels </li></ul><ul><li>Consumer data not consciously in the scope of developing and operating a service or innovating new business models </li></ul><ul><li>Lack of common marketing campaign tracking and optimization principles and practices </li></ul><ul><li>No common definitions for consumer data </li></ul>Consumer data NOT regarded as an asset Consumer data was fragmented Consumer data quality was poor Analytics competencies missing Consumer data & insights were not part of business processes Marketing activities not guided by common principles Common language was missing
  37. 38. MAKING THE HARD DECISIONS
  38. 39. <ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Tools </li></ul></ul>Nokia Mobile Data Strategy
  39. 40. <ul><ul><li>People </li></ul></ul>Nokia Mobile Data Strategy
  40. 41. <ul><li>A special working group with the charter and the resources to address Nokia’s Consumer Data issues. </li></ul>Consumer Data & Interaction Program <ul><li>NOKIA Vision: To Become a Consumer Driven Internet Company. </li></ul><ul><li>CDI Program Vision: Consumer Data Is An Integrated Part of Nokia Business. </li></ul><ul><li>CDI Mission: </li></ul><ul><ul><li>Build Consumer Data Into a Strategic Asset </li></ul></ul><ul><ul><li>Communicate In-Depth Consumer Understanding </li></ul></ul><ul><ul><li>Utilize Consumer Data Effectively By: </li></ul></ul><ul><ul><ul><li>Engaging consumers to have a continuous relationship with Nokia </li></ul></ul></ul><ul><ul><ul><li>Developing targeted sales and marketing efforts </li></ul></ul></ul><ul><ul><ul><li>Developing more consumer-driven solutions </li></ul></ul></ul><ul><ul><ul><li>Operating in direct-to-consumer businesses and uplifting mobile advertising business </li></ul></ul></ul>
  41. 42. <ul><li>Purpose : </li></ul><ul><li>Lead the Services wide consumer data initiative and enable fact based decision making </li></ul><ul><li>Improve the speed and quality of customer relationship management and product development </li></ul><ul><li>Accountability: </li></ul><ul><li>Consumer data strategy implementation </li></ul><ul><li>Analysis and cross promotion capability based on user data </li></ul><ul><li>Services level dashboards, Learning Agendas, and Optimization Plans </li></ul>Services Intelligence & Analytics Common definitions Results Analysis
  42. 43. <ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul>Nokia Mobile Data Strategy
  43. 44. A cquire E ngage R etain C onvert What % of the target audience did the service reach? Where does the traffic come from? What is the cost ? Are we getting users to interact with the service? Are we building their trust? What is the cost ? Are visitors performing the actions that will lead to our success? Are these actions making our business successful? What is the cost ? Are we building loyalty? Are the users converting again over time? Are the users recommending our service? What is the cost ?
  44. 45. the user experience A cquire E ngage R etain C onvert What % of the target audience did the service reach? Where does the traffic come from? What is the cost ? Are we getting users to interact with the service? Are we building their trust? What is the cost ? Are visitors performing the actions that will lead to our success? Are these actions making our business successful? What is the cost ? Are we building loyalty? Are the users converting again over time? Are the users recommending our service? What is the cost ?
  45. 46. Unified Nokia Standard
  46. 47. Unified Nokia Standard How did we document KPIs? Business goals & resources used to achieve these goals Definitions of the AECR events specific to the service KPIs, Metrics & Funnels used to measure these goals List of all the data needed to populate the KPIs, Metrics & Funnels Campaigns specific KPIs & Metrics Goals KPIs, Metrics & Funnels AECR events Data list Campaigns
  47. 48. Unified Nokia Standard How did we document the Reporting Plan? Lists all the dashboards and reports to be delivered Describes the detailed specifications of each and every dashboard and report listed List all the users access rights for access to the online versions of the reports Dashboards Access rights Dashboards details
  48. 49. Unified Nokia Standard How did we document the Implementation Plan?
  49. 50. Unified Nokia Standard How did we document the Implementation Plan?
  50. 51. Unified Nokia Standard How did we document the Implementation Plan?
  51. 52. Unified Nokia Standard How did we document the Implementation Plan?
  52. 53. Unified Nokia Standard How did we account for cross platform visibility?
  53. 54. <ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Tools </li></ul></ul>Nokia Mobile Data Strategy
  54. 55. Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Traditional tracking </li></ul><ul><li>Mobile tracking </li></ul><ul><li>Reporting capacity </li></ul><ul><li>Analytics capacity </li></ul><ul><li>Business user usability </li></ul><ul><li>Analyst usability </li></ul><ul><li>Data export </li></ul><ul><li>Data import </li></ul><ul><li>Administration </li></ul><ul><li>Information security </li></ul><ul><li>Data storage </li></ul><ul><li>Legal </li></ul>
  55. 56. Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Traditional tracking </li></ul><ul><li>Mobile tracking </li></ul><ul><li>Reporting capacity </li></ul><ul><li>Analytics capacity </li></ul><ul><li>Business user usability </li></ul><ul><li>Analyst usability </li></ul><ul><li>Data export </li></ul><ul><li>Data import </li></ul><ul><li>Administration </li></ul><ul><li>Information security </li></ul><ul><li>Data storage </li></ul><ul><li>Legal </li></ul>
  56. 57. Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Traditional tracking </li></ul><ul><li>Mobile tracking </li></ul><ul><li>Reporting capacity </li></ul><ul><li>Analytics capacity </li></ul><ul><li>Business user usability </li></ul><ul><li>Analyst usability </li></ul><ul><li>Data export </li></ul><ul><li>Data import </li></ul><ul><li>Administration </li></ul><ul><li>Information security </li></ul><ul><li>Data storage </li></ul><ul><li>Legal </li></ul>
  57. 58. Vendor Evaluation Process <ul><li>Criteria for Evaluation </li></ul><ul><li>Ease of implementation </li></ul><ul><li>Traditional tracking </li></ul><ul><li>Mobile tracking </li></ul><ul><li>Reporting capacity </li></ul><ul><li>Analytics capacity </li></ul><ul><li>Business user usability </li></ul><ul><li>Analyst usability </li></ul><ul><li>Data export </li></ul><ul><li>Data import </li></ul><ul><li>Administration </li></ul><ul><li>Information security </li></ul><ul><li>Data storage </li></ul><ul><li>Legal </li></ul>
  58. 59. Tool Selection Omniture Suite for Web Analytics Data Warehouse for Centralized Consumer Data Management
  59. 60. Consulting Partners Omniture Semphonic Mobile Standard Technical Support and Review Best Practices Implementation Support Fixed Web Standard AECR Framework Integration Implementation Design and Support
  60. 61. MOBILE MEASUREMENT
  61. 62. <ul><ul><li>Platform Limitations </li></ul></ul><ul><ul><ul><li>JavaScript is often not present or enabled </li></ul></ul></ul><ul><ul><ul><li>Cookies may not be allowed or may be very short-lived </li></ul></ul></ul><ul><ul><ul><li>Browsers are non-standard </li></ul></ul></ul><ul><ul><li>Carrier Limitations </li></ul></ul><ul><ul><ul><li>Some carriers aggressively strip HTTP headers so you don’t get everything you’d expect </li></ul></ul></ul><ul><ul><ul><li>Character limits on image requests limit the amount of information you can pass </li></ul></ul></ul><ul><ul><li>Integrated Applications </li></ul></ul><ul><ul><ul><li>Apps are significant part of mobile </li></ul></ul></ul>Measurement Challenges
  62. 63. Measurement Strategies <ul><li>There are four common Mobile Measurement Strategies </li></ul><ul><ul><li>JavaScript tagging as per the fixed web </li></ul></ul><ul><ul><li>Server-side image requests </li></ul></ul><ul><ul><li>Wire Line Capture </li></ul></ul><ul><ul><li>API Collection & Insertion </li></ul></ul><ul><li>Each has some advantages and each has some significant disadvantages </li></ul>
  63. 64. JavaScript Tagging
  64. 65. Server Side Image Requests
  65. 66. Wire Line Capture
  66. 67. API Collection & Insertion
  67. 68. Potential Pitfalls <ul><li>Unique Visitor Identification </li></ul><ul><ul><li>Cookies are often problematic </li></ul></ul><ul><ul><li>SubscriberID sometimes stripped and unavailable. </li></ul></ul><ul><ul><li>Consider ‘waterfall’ or ‘hybrid’ methodology </li></ul></ul><ul><li>Robots and Spider Detection </li></ul><ul><ul><li>JavaScript solutions won’t work in most mobile scenarios </li></ul></ul><ul><ul><li>Mobile traffic DOES HAVE significant robotic presence </li></ul></ul><ul><li>Mobile Applications </li></ul><ul><ul><li>Early integration with development </li></ul></ul><ul><ul><li>Map data to fixed and mobile web </li></ul></ul><ul><ul><li>More rigorous testing required </li></ul></ul>
  68. 69. So what did Nokia do? <ul><li>Image Tags for Mobile </li></ul><ul><li>XML Data Insertion API for Mobile Apps </li></ul><ul><li>1 st Party Cookie for fixed web, Subscriber ID for Mobile Web, application identity (UUID) for mobile apps. </li></ul><ul><li>Capture visitorID method (Subscriber ID, cookie, UA & IP) and Device Type as variables </li></ul><ul><li>Use of obfuscated Nokia Account ID to create a cross-channel view for fixed web, mobile web and mobile applications. </li></ul><ul><li>Separate report suites for each channel with different keys – insertion managed by automated rules. </li></ul>
  69. 70. MOBILE STRATEGY
  70. 71. <ul><li>Get S.M.A.R.T with mobile </li></ul>Mobile Strategy
  71. 72. <ul><li>Get S.M.A.R.T with mobile </li></ul>Mobile Strategy
  72. 73. <ul><li>Get S.M.A.R.T with mobile </li></ul>Mobile Strategy
  73. 74. <ul><li>S trategy </li></ul><ul><li>M easurement </li></ul><ul><li>A nalysis </li></ul><ul><li>R eporting </li></ul><ul><li>T actics </li></ul>Mobile Strategy
  74. 75. <ul><li>S trategy </li></ul><ul><ul><li>Assess your ‘Mobile Readiness’ </li></ul></ul><ul><ul><ul><li>Determine product suitability </li></ul></ul></ul><ul><ul><ul><li>What are your objectives? </li></ul></ul></ul><ul><ul><ul><li>What is your commitment? </li></ul></ul></ul><ul><ul><ul><li>What is the ROI? </li></ul></ul></ul>Mobile Strategy
  75. 76. <ul><li>M easurement </li></ul><ul><ul><li>Define a ‘Measurement Plan’ </li></ul></ul><ul><ul><ul><li>Establish KPIs </li></ul></ul></ul><ul><ul><ul><li>Tie KPIs to business objectives </li></ul></ul></ul><ul><ul><ul><li>Evaluate enablement options </li></ul></ul></ul><ul><ul><ul><li>Assess technical limitations </li></ul></ul></ul>Mobile Strategy
  76. 77. <ul><li>A nalysis </li></ul><ul><ul><li>Establish intelligent ‘Correlations’ </li></ul></ul><ul><ul><ul><li>Appropriate dimensions </li></ul></ul></ul><ul><ul><ul><li>Fixed web vs. mobile web </li></ul></ul></ul><ul><ul><ul><li>High value tasks </li></ul></ul></ul><ul><ul><ul><li>Integration with offline data </li></ul></ul></ul>Mobile Strategy
  77. 78. <ul><li>R eporting </li></ul><ul><ul><li>Make strategic information ‘Obvious’ </li></ul></ul><ul><ul><ul><li>Leverage data visualization </li></ul></ul></ul><ul><ul><ul><li>Allow for data interaction </li></ul></ul></ul><ul><ul><ul><li>Appropriate level of detail </li></ul></ul></ul><ul><ul><ul><li>Automate where possible </li></ul></ul></ul>Mobile Strategy
  78. 79. <ul><li>T actics </li></ul><ul><ul><li>Generate ‘Actionable Insights’ </li></ul></ul><ul><ul><ul><li>Let data define actions </li></ul></ul></ul><ul><ul><ul><li>Enhance segmentation </li></ul></ul></ul><ul><ul><ul><li>Channel optimization </li></ul></ul></ul><ul><ul><ul><li>Leverage experimental design </li></ul></ul></ul>Mobile Strategy
  79. 80. Summing Up
  80. 81. Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul>
  81. 82. Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul>
  82. 83. Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul><ul><li>Establish intelligent ‘Correlations’ </li></ul>
  83. 84. Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul><ul><li>Establish intelligent ‘Correlations’ </li></ul><ul><li>Make strategic information ‘Obvious’ </li></ul>
  84. 85. Summing Up <ul><li>Determine your ‘Mobile Readiness’ </li></ul><ul><li>Define a ‘Measurement Plan’ </li></ul><ul><li>Establish intelligent ‘Correlations’ </li></ul><ul><li>Make strategic information ‘Obvious’ </li></ul><ul><li>Generate ‘Actionable Insights’ </li></ul>
  85. 86. Thank you! Email: [email_address] Twitter: @gregdowling
  86. 87. For More Information on our host, ReadyTalk , visit ReadyTalk.com/ama Questions for Today’s Speaker Email Greg: [email_address] Tweet: @gregdowling Questions for the AMA Email: [email_address] Continue the Conversation on Twitter #AMAAquent Thank you for your Participation!
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