05   GoMeasure (sg and kl) - measuring the mobile visitor - nash islam - google
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05 GoMeasure (sg and kl) - measuring the mobile visitor - nash islam - google

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Nash Islam, Head of Mobile Ad Operations for Google APAC, walks through measuring mobile visitors with Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events......

Nash Islam, Head of Mobile Ad Operations for Google APAC, walks through measuring mobile visitors with Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

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  • 1. Measuring theMobile VisitorNash IslamHead of Mobile Ad Operations, Asia-Pacific twitter.com/nashislam
  • 2. Mobile Tracking: Then HTML iPhone Android Google Confidential and Proprietary 2
  • 3. Mobile Tracking: Today HTML & Applications WAP iPhone Windows Mobile Pearl & Curve Android Blackberry Google Confidential and Proprietary 3
  • 4. Desktop websites beingviewed on mobile devices What is mobile measurement? Android and iOS apps Mobile websites viewed on smartphones and feature phones Google Confidential and Proprietary
  • 5. Agenda1 Understanding the Mobile Opportunity2 Mobile Apps3 Mobile Websites: Estee Lauder Case Study Google Confidential and Proprietary 5
  • 6. Understanding the MobileOpportunity Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 7. Understanding Your Mobile Opportunity•  Before you invest in mobile, analyse your desktop website’s data to understand mobile usage pattern.•  Example from a Southeast Asian e-commerce business. Used their web analytics data to identify: •  Which platforms to focus development effort on •  Content & market considerations •  Bandwidth considerations Google Confidential and Proprietary 7
  • 8. Evaluating Mobile Platforms INSIGHT•  Bulk of the revenue generated from mobile devices is coming from iOS and Android devices.•  iOS users on the whole generate significant value for is this company.•  iPad users are the most valuable mobile segment by far. ACTION•  Prioritise iOS development.•  Improve the user experience for iPad users.•  Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g. Google Confidential and Proprietary 8 iPhone, iPod).
  • 9. Mobile Visitors by Market (by Per Visit Value) INSIGHTOf the Top 10 most valuable markets by per visit value, 7 markets are in developing countries. ACTIONMobile apps will need to take developing market conditions into account in its design considerations:•  Operate efficiently on low bandwidth connections Google Confidential and Proprietary 9•  Localised content
  • 10. Mobile Visitors by Service Provider INSIGHT•  A majority of mobile visitors are browsing via service providers in developing markets.•  Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability. ACTION•  Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations. Google Confidential and Proprietary 10
  • 11. Measuring Mobile AppsVisitors Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 12. Android & iOS App Tracking•  Pageviews•  Events•  Ecommerce•  Custom Variables•  Testing & Debugging Google Confidential and Proprietary 12
  • 13. Track Android App Referrals market://details?id=coke.snowglobe&referrer=utm_source%3Dadmob %26utm_medium%3Dcpc7%26utm_term%3D%phn% %26utm_campaign%3Dlivewallpaperapacmy Google Confidential and Proprietary 13
  • 14. Example: Coca-Cola Live WallpaperDownload App from Open App & Set Wallpaper Live Wallpaper Installed Android Market Google Confidential and Proprietary 14
  • 15. Google Confidential and Proprietary 15
  • 16. Measuring Mobile Site Visitors:Estee Lauder Case Study•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 17. Analytics for Smartphone sites is the SAMEFor Smartphone sitesbuilt in HTML, Analyticsimplementation is sameas desktop sitesFor Feature Phone(WAP) sites, it’s slightlydifferent Google Confidential and Proprietary 17
  • 18. Estee Lauder Mobile Website in Thailand Google Confidential and Proprietary
  • 19. Thailand Usage by City and Engagement Google Confidential and Proprietary 19
  • 20. Thailand Usage by City and Engagement•  The average time on site is 27s. Users in Phuket, however, tend to spend twice the average time (over 1 minute) on INSIGHT the site.•  Visitors from Nonthaburi, Phitsanulok, Ranong, and Bangkok spend higher than average times on the site. ACTION•  Hypothesis (one of many): Beach tourists are interested and engaged in researching for skin care products.•  Test: Targeted campaigns towards holiday goers. Google Confidential and Proprietary 20
  • 21. Engagement by Device•  Majority of engaged users use either a Samsung or Apple device. INSIGHT•  Interestingly, Galaxy Tab users are more likely to spend > 3 minutes on the site than iPad users are.•  However, of these users, only iPhone and iPad users interacted with the video ACTION•  Test usability enhancements on site to encourage Android users to play the video.•  Make videos more discoverable on the site. Google Confidential and Proprietary 21
  • 22. Optimizing for the mobile audience Insights Actions Hypothesis: Beach tourists are The average time on site is 27s. interested and engaged in Users in Phuket, however, tend to spend twice the average time (over 1 researching for skin care products. minute) on the site. Test targeted campaigns towards holiday goers. Majority of engaged users use either Test usability enhancements on site a Samsung or Apple device. to encourage Android users to play However, of these users, only the video; and make videos more iPhone and iPad users interacted discoverable on the site. with the video. Google Confidential and Proprietary 22
  • 23. Final Thought•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 24. Final ThoughtMobile users behave differently than website users. Watchfor usage patterns by Device, Operator Networks andLocation.Formulate your mobile strategy around the dataRemember to implementGoogle Analytics on your•  HTML Mobile Sites•  WAP Mobile Sites•  Android Apps•  iPhone Apps Google Confidential and Proprietary 24
  • 25. THANK YOUtwitter.com/nashislam