Measuring Success in a Multi-Channel World - Cars.com

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Presented by Sharon Knitter, Former Senior Director Mobile, Cars.com
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Measuring Success in a Multi-Channel World - Cars.com

  1. 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  2. 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  3. 3. MEASURING SUCCESS IN A MULTI-CHANNEL WORLD Sharon Knitter MMRA Conference July 17, 2013 Minneapolis, Minnesota
  4. 4. AGENDA The Consumer Journey Consumer Engagement Case Study Mobile Satisfaction Scores Advertising Case Studies  Luxury Insights  Mobile Index Sponsorship Key Takeaways 2
  5. 5. THE MOBILE CONSUMER JOURNEY 3
  6. 6. 2013 WILL SEE MORE MOBILE USAGE  eMarketer estimates mobile devices drive 27% of web traffic in North America  Most large websites are seeing mobile traffic in the 30 – 35% range.  This growth will continue in 2013 Source: eMarketer, Key Digital Trends for 2013, December 2012 4
  7. 7. MOBILE IS THE NEW PRIORITY 2009 2010 2011 2012 Mobile (nonvoice) +46.7% +54.5% +58.8% +51.9% Online +6.6% +6.2% +7.7% +3.6% TV +5.1% -1.1% +3.8% +1.5% Radio -3.9% -2.0% -2.1% -2.1% Print -12.7% -9.1% -12.0% -13.6% Total +1.9% +2.2% +5.0% +3.1% • Consumers will continue to spend more time with digital sources than traditional in 2013. Growth of Average Time Spent per Day with Major Media by US Adults, 2009-2012 (% Change) • Year-over-year the time consumers spend with mobile grows at significantly higher rates than any other media. Source: eMarketer, Key Digital Trends for 2013, December 2012 5
  8. 8. Context drives device choice The device we choose to use at a particular time is often Driven by our context. Consumers own multiple devices and seamlessly use them throughout their day The amount of time we have or need The goal we want to accomplish Our location Our attitude and state of mind 6
  9. 9. Source: ForeSee Satisfaction Surveys, Q1, 2013; sample size 400,000 LOCATION TELLS PART OF THE STORY… 7
  10. 10. 8
  11. 11. THE BIG QUESTION HOW TO MEASURE SUCCESS????? leads email phone pageviews uniques visits revenue sales time spent intent cpc downloads awareness conversion recognition 9
  12. 12. CASE STUDIES 10
  13. 13. MOBILE ENGAGEMENT 11
  14. 14. CONTEXT DRIVES MOBILE USAGE SPECIFIC MIX OF FEATURES AND CONTENT VALUABLE  While computers and tablets are used for in-depth car-shopping research, users turn to smartphones for tasks closer to purchase 12 Sources: Cars.com, “Mobile Web and App Usage for Automotive Shoppers,” Nielsen 2012
  15. 15. MOBILE ENGAGEMENT • Tablet engagement metrics nearly identical to those of desktop/laptop visits • Android and iPhone App visits consume 3x more screen views than desktop Device Types SV/V Apps SV/V Desktop / Laptop 12.2 Android 42.4 Tablet 11.5 iPhone 37.1 Mobile Phone 5.7 iPad 5.4 Avg. Screens per Visit Time Segment Phone Tablet Desktop / Laptop 8AM - 6PM 7.63 11.00 10.89 6PM - 12AM 8.37 12.24 12.12 12AM - 8AM 8.05 11.35 11.40 Weekdays 7.96 11.43 11.37 Weekends 8.00 11.81 11.69 Device Types to Desktop Site Avg. Minutes by Machine/Device Source: Company Internal, Omniture, 2012 13
  16. 16. CONSUMER CONSUMPTION VISUAL AND INTERACTIVE PAGES Site Section Share by Platform (Indexed to Desktops and Laptops) Device Content A Content B Content C Content D Content E Content F Tablet 101 125 98 106 131 83 Mobile 83 301 173 76 284 207 Desktops & Laptops 100 100 100 100 100 100 Source: Company Internal Sources, Omniture, 2012 14
  17. 17. MOBILE SHOPPERS ARE DIFFERENT Lead Share by Platform (Indexed to Desktop Platform) Platform Driving Directions Email This Page Map to Store Email Contact Visit Retail Website Android App n/a n/a 136 88 104 iPhone App 367 337 78 81 65 Mobile Site 97 69 239 84 n/a National Website 100 100 100 100 100 Source: Company Internal Resources, Business Objects, 2012 15
  18. 18. MOBILE SATISFACTION 16
  19. 19. MOBILE SATISFACTION Source: ForeSee Satisfaction Surveys, sample size 1,800,000 17
  20. 20. MOBILE SATISFACTION Source: ForeSee Satisfaction Surveys, Q1, 2013; sample size 400,000 18
  21. 21. MOBILE ADVERTISING CASE STUDY 19
  22. 22. LUXURY MOBILE STUDY BACKGROUND AND OBJECTIVES  Campaign Objective: To increase awareness and purchase intent of Luxury Brand  Research Objective: Determine lift in awareness and intent  Target Audience: Male, Age 35+, Income over $100k  Sample Distribution: Total control n=576, Total exposed n=637  Recruitment Dates: Late Q3 2012 20 Sources:InsightExpress 2012
  23. 23. LUXURY MOBILE STUDY METHODOLOGY 21 Sources:InsightExpress 2012 Media Campaign Runs Across the Mobile Internet Respondents Surveyed via Mobile Before and During Ad Campaign Control vs. Exposed Control vs. Exposed Control vs. Exposed Exposed Group is Compared to Control Baseline to Determine Media Effect
  24. 24. LUXURY MOBILE STUDY OVERALL RESULTS 22 Sources:InsightExpress 2012 • The campaign was very successful at influencing both awareness and consideration for the Luxury Brand – Increases in Advertising Awareness and Purchase Consideration were quite large indicating that the campaign was very effective 64.0% 18.7% 11.0% 70.0% 57.3% 31.7% 6.0% 38.6% 20.7% 0% 20% 40% 60% 80% 100% Aided Awareness Mobile Ad Awareness Purchase Consideration Overall Results: Brand Metrics Control N=576 Exposed N=637
  25. 25. MOBILE INDEX SPONSORSHIP BANNER ADVERTISING SEARCHES  Mobile Index Page banners on Android & iPhone Apps, and Mobile Site  Advertiser's overall mobile searches increased during the mobile index campaign. Daily average searches increased by 31% during campaign when compared to the first half of February 23 Sources: Company Internal Sources
  26. 26. FOOD FOR THOUGHT  Unique Key Performance Indicators  Big Analysis rather than Big Data  And don’t forget ‘small data’  Connected Screen Experience  Contextual Content and Advertising  Customer Relationship First and Foremost 24
  27. 27. QUESTIONS? Sharon@sharonknitter.com 25
  28. 28. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  29. 29. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry

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