The Brave New World of Universal Analytics -  SMX London 2014
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The Brave New World of Universal Analytics - SMX London 2014

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Measuring the Multi-Platform world. My talk in the Brave New World of Universal Analytics at SMX London 2014. Providing an overview of the UK / US Digital Landscape, best practices on Multi-Platform ...

Measuring the Multi-Platform world. My talk in the Brave New World of Universal Analytics at SMX London 2014. Providing an overview of the UK / US Digital Landscape, best practices on Multi-Platform Analytics and the Mobile Path to Purchase in Retail.

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    The Brave New World of Universal Analytics -  SMX London 2014 The Brave New World of Universal Analytics - SMX London 2014 Presentation Transcript

    • © comScore, Inc. Proprietary. Measuring a Multi-Platform World The Brave New World Of Universal Analytics @MartijnBeijk – Senior Business Consultant | 14th of May 2014
    • © comScore, Inc. Proprietary. 2 Globally collecting over 1.5 Trillion Digital Interactions per month Using the comScore Census Network™ (CCN™)  Measurement from 172 countries  Over 1.5 Million domains  Greater than 85% of all devices
    • © comScore, Inc. Proprietary. CENSUS Unified Digital Measurement™ (UDM) Panel + Census Data Integration PANEL Unified Digital Measurement (UDM) Patent-Pending Methodology Adopted by 80% of Top 100 Global Media Properties Global PERSON Measurement Global DEVICE Measurement V1011
    • © comScore, Inc. Proprietary. 4 Analytics for a Digital World™ comScore MMX VMX comScore vCE vME comScore Digital Analytix® comScore Subscriber Analytix™ Digital Business Analytics Advertising Analytics Audience Analytics Mobile Operator Analytics V0113
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Emergence of the Digital Omnivore
    • © comScore, Inc. Proprietary. 6
    • © comScore, Inc. Proprietary. 7
    • © comScore, Inc. Proprietary. 8Source: comScore MobiLens/TabLens 3 month average ending December The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape 0 5.000 10.000 15.000 20.000 25.000 30.000 35.000 40.000 jan-13 feb-13 mrt-13 apr-13 mei-13 jun-13 jul-13 aug-13 sep-13 okt-13 nov-13 dec-13 jan-14 NumberofDeviceOwners 38 MILLION 18.5 MILLION Number of U.K.. Device Owners (Smartphone and Tablet) +14% vs. YA +65%
    • © comScore, Inc. Proprietary. 9 Penetration of Smart Phones in EU5 at 71% YoY Growth of 23% in EU 5 and Germany leading the surge 80% 69% 66%75% 66% 18% 21% 22% 25% 30% UK Italy France Spain Germany Smartphone Penetration Source: MobiLens™. Data based on 3 month moving average to March 2014 Year-on-Year smartphone growth by country
    • © comScore, Inc. Proprietary. 10 Millennials have a substantially higher rate of smartphone penetration than their older counterparts U.K. Smartphone Penetration of Mobile Phones by Age Group comScore MobiLens, U.K., Age 18+, 3 Month Average Ending March-2014 91% 79% 55% Age 18-34 Age 35-54 Age 55+
    • © comScore, Inc. Proprietary. 11 Millennials are heavier internet users across all devices and spend a full day of every week online 96,0 87,0 58,9 49,1 43,6 35,2 65,9 57,2 42,9 Age 18-34 Age 35-54 Age 55+ Total Digital Desktop Mobile Average Monthly Time Spent in Hours per User by Platform comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013
    • © comScore, Inc. Proprietary. 12 Millennials are heavier internet users across all devices and spend a full day of every week online Average Monthly Time Spent in Average Hours per Visitor per User by Platform comScore Media Metrix Multi-Platform, UK., Age 18+, March-2014 13,5 17,7 16,9 13,1 11,0 0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 Total Digital Population PC Mobile
    • © comScore, Inc. Proprietary. 13 405 419 83 381 106 June 2010 June 2013 Total digital media consumption has nearly doubled in the past three years, led by massive growth in smartphone engagement 906 487 +4% +86% +359% N/A Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet Source: comScore Media Metrix Multi-Platform, June 2013 Note: Jun-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time
    • © comScore, Inc. Proprietary. 14 Engagement with Coupon sites has seen tremendous growth across all platforms, including desktop 43 4,929 782 +530% +385% 172 610 2,962 683 Feb-2010 Feb-2013 N/A +645%1,284 * Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time U.S. Coupon Site Usage in Minutes (MM) by Platform: Desktop, Smartphone and Tablet Source: comScore Media Metrix Multi-Platform, U.S., February 2013
    • © comScore, Inc. Proprietary. 15 43 Desktop consumption of Weather content has declined markedly, but because of extensive phone use, overall engagement from digital platforms has increased Feb-2010 Feb-2013 4,169 3,641 Time Spent on Weather Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US -46% +15% +385% 3,214 427 1,723 2,073 373 N/A
    • © comScore, Inc. Proprietary. 16 Maps have benefitted massively from phone usage 43 5,811 2,303 Time Spent on Map Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US -13% +152% +386% 1,406 897 1,217 4,355 239 Feb-2010 Feb-2013 N/A
    • © comScore, Inc. Proprietary. 17 The digital population now spends slightly more time engaging with retail sites on their smartphone than on their desktop 0 5.000 10.000 15.000 20.000 25.000 30.000 TotalMinutes(MM) Desktop Smartphone Tablet Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013 49% 40% 37% 43% 14% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% feb-2013 dec-2013 Desktop Smartphone Tablet
    • © comScore, Inc. Proprietary. 18 40% 44% 48% 45% 61% 49% 56% 59% 53% 51% 31% 26% 20% 15% 18% 14% 13% 9% 12% 10% 29% 30% 32% 40% 20% 37% 30% 31% 34% 38% Amazon eBay Walmart Target Craigslist BestBuy Macy's Sears Etsy Home Depot PC only PC + Mobile Mobile Only 88M Mobile = Smartphone + Tablet Entities represent the online branded domain and mobile app for each retailer 145M Select Online Marketplaces: Total U.S. Digital Population Unique Visitors (Millions) by Platform Source: comScore Media Metrix Multi-Platform, U.S., December 2013 37% 31% 74% 50% 100% 92% 99% 90% 61% 98% 63% 69% 26% 50% 0% 8% 1% 14% 39% 2% Browser App 74M 63M 50M 47M 28M 25M 24M 22M % of Mobile Time Spent – Browser vs. App Source: comScore Mobile Metrix, U.S., Dec-2013 Mobile is a fundamental part of Online Retail; mobile apps generally much more popular for pure-plays
    • © comScore, Inc. Proprietary. 19Source: comScore MMX Multi-Platform, UK., July 2013 and March 2014 The Multi-Platform Majority 69% of UK consumers use more than one device to go online. 81% of UK Digital Population is Mobile. Multi-platform consumption is today’s new reality.
    • © comScore, Inc. Proprietary. 20 Makes people consume more device agnostic Smartphones rule our mornings Tablets Computers rule our evenings rule our days ONE DAY CONTENT is consumed across multiple DEVICES by individual USERS? * Single-user Household Panel
    • © comScore, Inc. Proprietary. 21 But it’s Not Just Mobile Growth: Digital Has Escaped the PC Cube
    • © comScore, Inc. Proprietary. 22 New Devices are Generating a Big Band of Data Billions of Digital Events 92% of world’s data was created in past two years
    • © comScore, Inc. Proprietary. 23 Breaking down the data silos Online Advertising Video Search Demo- graphic Profiles In Store E-Commerce Website and App Usage PC Smart phone TV Tablet Gaming POS Server V0113
    • © comScore, Inc. Proprietary. 24 Unify visitors across devices for intelligent analytics OBJECTIVE
    • © comScore, Inc. Proprietary. 25  Unify visitors across devices  Using unification keys  Create a multi-platform view for unauthenticated datasets SOLUTION
    • © comScore, Inc. Proprietary. 26 Solves Miscounts of Critical KPI’s in a Multi-Platform World ATM sms overcount My site has one billion customers! undercount My users spend less than 1 minute per day. miscount My site converts only 10% of visitors.
    • © comScore, Inc. Proprietary. 27 Growing insights: Re-evaluate the Customer Journey Page Page Page PagePC Page Page Page PageTablet Page Page Page PageMobile Page Page Page Page POS STANDARD PATH ANALYSIS MULTI-PLATFORM PATH ANALYSIS
    • © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 28 New customer journeys need a new basket of metrics
    • © comScore, Inc. Proprietary. 29 Growing insights: Compare Standard and Multi-Platform Data 1 MOBILE BROWSER: 1 TABLET BROWSER: Spends 10 minutes Views 2 articles Spends 20 minutes Views 4 articles Standard Dataset: 2 browsers Avg. 15 minutes Avg. 3 articles Conversion 50% Multi-Platform Dataset: 1 browser Avg. 30 minutes Avg. 6 articles Conversion 100%
    • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Mobile and the Path to Purchase
    • © comScore, Inc. Proprietary. 31 In the beginning, there were shops... Places we visited to have a look round, chat with an assistant, and buy stuff from the rows and racks of stock vying for our attention. We knew what we needed and a shop was the place to get it. Life was simple… FITCH 2013 Customer Journey: how it used to be
    • © comScore, Inc. Proprietary. 32 Customer Journey: defined for consumers in store at IKEA
    • © comScore, Inc. Proprietary. Retail business model disruption Omni-Channel Retail PAST Customers were coming to your shop TODAY Customers shop across diverse channels TOMORROW Customers shop wherever and whenever they prefer
    • © comScore, Inc. Proprietary. 34Source: Google ZMOT Handbook Connected customers define their own journey: Not so much a funnel, more like a flight map
    • © comScore, Inc. Proprietary. 35 “Understanding the customer journey and how customers are behaving is one of our biggest areas of focus. How customers are using mobile, tablets, stores and combinations of all three is fascinating.” Jon Wragg, former director of multichannel strategy Asda Customer Journey: how it is and will be
    • © comScore, Inc. Proprietary. 36 For most consumers, showrooming remains an ‘occasional’ shopping tactic More than 1 in 3 online consumers have showroomed… However, among these consumers, most only showroom ‘sometimes’ or ‘occasionally’ Among smartphone owners, usage of phones to showroom has increased significantly 11% 76% 11% Only for major purchases Sometimes / Occasionally Often 34% % who have ever showroomed Q. Based on this definition, have you ever done this activity? (seen an item in-store but instead purchased online) Q. When thinking of your online shopping and the previous questions, which statement best describes when you use showrooming? % among showroomers Source: comScore Survey – July 2013 Q. Have you ever used your mobile device (smartphone / tablet) to assist in showrooming? 41% 49% % smartphone owners who have used their phone to showroom Q2 2013 Q3 2013
    • © comScore, Inc. Proprietary. 37 73% 44% 25% 16% 15% 5% Price was better online Planned to buy online but wanted to see item(s) in person before ordering Item was out of stock at store Would rather have item(s) shipped to home than take home with me Was not convenient to buy in-person at the time Other % among those who engaged in 'showrooming' Although the top reason for showrooming remains finding a better price online, 44% of ‘showroomers’ never planned to buy in person Why Consumers Are ‘Showrooming’ Q. Which of the following describe why you utilized showrooming? (Please select all that apply) Source: comScore Survey – October 2013
    • © comScore, Inc. Proprietary. 38  Drive traffic to stores  Provide brand presence/ lifestyle experience  Provide customer self-service (and reduce cost)  Act as a shopping assistant Provide everything you need to know to buy
    • © comScore, Inc. Proprietary. 39Img: apple.com
    • © comScore, Inc. Proprietary. 40Img: dastrodesign.nl
    • © comScore, Inc. Proprietary. 41 Pop up stores img: http://storeforbrands.com/
    • © comScore, Inc. Proprietary. 42 Who and how many visit your physical store locations Start measuring…
    • © comScore, Inc. Proprietary. 43 Develop a framework for in-store measurements f.e. capture “in-store” activity using iBeacon technology - Activity Monitoring - Activity Heatmap - Loyalty - Retargeting Capture In-Store Activity Measure In-Store Activity
    • © comScore, Inc. Proprietary. 44 How do they engage with your product or brand? And find out..
    • © comScore, Inc. Proprietary. 45 Estimote Beacons
    • © comScore, Inc. Proprietary. 46 How can one monetize this audience and drive strategic growth? Start asking...
    • © comScore, Inc. Proprietary. 47  Define a clear measurement strategy across all digital and offline assets  There will be a high number of unauthenticated datasets  Data quality / governance is literally key  Create incentives to gather unique ID’s that you can unify LESSONS LEARNED
    • © comScore, Inc. Proprietary. 48 Free data gems available via: www.comscoredatamine.com & @comscoreEMEA
    • © comScore, Inc. Proprietary. Thank you! The Brave New World Of Universal Analytics For more information check out our website or please email: learnmore@comscore.com @martijnbeijk / @comscoreEMEA
    • © comScore, Inc. Proprietary. 50 2014 Technology of the Year awarded by Digital Analytics Association