Is it Working?

How to manage mobile metrics

Elaine Bramley, SVP Bango Inc.




© 2010 Bango plc
www.bango.com
What do you get for your marketing $$ ?


        Marketing               Viral, App or
       Campaign $               Bo...
275 million US mobiles




                                                                     iPhone
                   ...
Many ways to market …




 SMS campaigns   Banner & text ads   Search marketing   In App Marketing




                   ...
Analyze and understand…

                      Organic
                      Search
       Marketing                Viral,...
Measure carefully…




    90% of our visitors
    have smartphones

            retailer.com




                        ...
Measure carefully…




    90% of our visitors
    have smartphones

            ”retailer”.com



                       ...
Managing the metrics …



                    Decide on
                   your baseline




                             ...
Managing the metrics …



                    Decide on
                   your baseline



                      Make
   ...
Managing the metrics …



                    Decide on
                   your baseline



                      Make
   ...
But take care ….




    2X spend increased
      traffic only 32%

            “games”.com




                          ...
Reality:
2X spend increased   2X spend increased
  traffic only 32%    real traffic 88%
       “games”.com




           ...
Reality:
2X spend increased        2X spend increased
  traffic only 32%          real traffic 88%

       “games”.com
   ...
Reality:
2X spend increased       2X spend increased
  traffic only 32%         real traffic 88%

       “games”.com
     ...
Reality:
2X spend increased              2X spend increased
  traffic only 32%                real traffic 88%

       “ga...
Mobile can be more precise …




    Eyeballs        Pages      “Uniques”




                                           16
Mobile can be more precise …


                     Specific User




                                     17
Measure carefully…




    Most of our visitors
      have iPhones

           “publisher”.com




                       ...
Measure carefully…




    Most of our visitors
      have iPhones

           “publisher”.com       Reality:
            ...
Measure carefully…




    Most of our visitors
      have iPhones

           “publisher”.com             Reality:
      ...
Measure carefully…




    Most of our visitors
      have iPhones

           “publisher”.com             Reality:
      ...
Measure carefully…




    Most of our visitors
      have iPhones                         Reality:
                      ...
Top 3 tips …



• Measure accurately..




• Establish a baseline and understand variances




• Experiment …



         ...
More information…




  Bango.com/wp




                    24
Is it Working?

How to manage mobile metrics

Elaine Bramley, SVP Bango Inc.




© 2010 Bango plc
www.bango.com
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Elaine Bramley's presentation at the IAB mobile marketplace on 19 July 2010 in New York

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Presentation by Elaine Bramley, SVP of customer services, Bango, at the IAB Mobile Marketplace conference in New York on 19 July 2010.

It offers an insight on how best to manage mobile metrics, at a time when some brands are still unsure about exactly what and how to measure on mobile.

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Elaine Bramley's presentation at the IAB mobile marketplace on 19 July 2010 in New York

  1. 1. Is it Working? How to manage mobile metrics Elaine Bramley, SVP Bango Inc. © 2010 Bango plc www.bango.com
  2. 2. What do you get for your marketing $$ ? Marketing Viral, App or Campaign $ Bookmark $ User Actions Result 2
  3. 3. 275 million US mobiles iPhone 7% Voice‐Text  only Open  19% smartphone 18% Java low‐end 9% Java high‐end 24% BREW 23% USA Mobile Phone Subs 2009 Sources: Carrier and device manufacturer financial reports, Gartner, NPD Group, IDC, Comscore, Snac 3
  4. 4. Many ways to market … SMS campaigns Banner & text ads Search marketing In App Marketing 4
  5. 5. Analyze and understand… Organic Search Marketing Viral, App or Campaign $ Bookmark $ User Actions Result 5
  6. 6. Measure carefully… 90% of our visitors have smartphones retailer.com 6
  7. 7. Measure carefully… 90% of our visitors have smartphones ”retailer”.com Reality: 34% Analytics tool based on javascript “broke” 70% of all visits 7
  8. 8. Managing the metrics … Decide on your baseline 8
  9. 9. Managing the metrics … Decide on your baseline Make changes 9
  10. 10. Managing the metrics … Decide on your baseline Make changes Prove its better 10
  11. 11. But take care …. 2X spend increased traffic only 32% “games”.com 11
  12. 12. Reality: 2X spend increased 2X spend increased traffic only 32% real traffic 88% “games”.com 12
  13. 13. Reality: 2X spend increased 2X spend increased traffic only 32% real traffic 88% “games”.com Trial 1: $X => 14,567 visits 32% Trial 2: $2X => 19,202 visits ? 13
  14. 14. Reality: 2X spend increased 2X spend increased traffic only 32% real traffic 88% “games”.com Trial 1: $X => 14,567 visits but 9,788 ROBOTS Real traffic: 4,779 Trial 2: $2X => 19,202 visits 88% with 10,201 ROBOTS Real traffic: 9,001 14
  15. 15. Reality: 2X spend increased 2X spend increased traffic only 32% real traffic 88% “games”.com Trial 1: $X => 14,567 visits but 9,788 ROBOTS Real traffic: 4,779 Trial 2: $2X => 19,202 visits with 10,201 ROBOTS Real traffic: 9,001 Action: Filter out Robots & Spiders! 15
  16. 16. Mobile can be more precise … Eyeballs Pages “Uniques” 16
  17. 17. Mobile can be more precise … Specific User 17
  18. 18. Measure carefully… Most of our visitors have iPhones “publisher”.com 18
  19. 19. Measure carefully… Most of our visitors have iPhones “publisher”.com Reality: 2X more Blackberry than iPhones 19
  20. 20. Measure carefully… Most of our visitors have iPhones “publisher”.com Reality: 2X more Blackberry than iPhone In 1 month: iPhone 5.6m pages Blackberry 2.9m pages 20
  21. 21. Measure carefully… Most of our visitors have iPhones “publisher”.com Reality: 2X more Blackberry than iPhone In 1 month: iPhone 5.6m pages - 0.7m users Blackberry 2.9m pages – 1.5m users 21
  22. 22. Measure carefully… Most of our visitors have iPhones Reality: 2X more Blackberry “publisher”.com than iPhone In 1 month: iPhone 5.6m pages - 0.7m users Blackberry 2.9m pages – 1.5m users Action: Optimize pages for BB! 22
  23. 23. Top 3 tips … • Measure accurately.. • Establish a baseline and understand variances • Experiment … 23
  24. 24. More information… Bango.com/wp 24
  25. 25. Is it Working? How to manage mobile metrics Elaine Bramley, SVP Bango Inc. © 2010 Bango plc www.bango.com
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