Presentation from CEM4Mobile at the Association of Finnish Advertisers’ Mobile Seminar on 7 Feb 2013

1. Association of Finnish Advertisers
Mobile Seminar
Helsinki Exhibition & Convention
Centre 7 February 2013
How to measure user experience and
marketing effectiveness in mobile
services?
CEM4Mobile Solutions Oy
Janne Aalto
Experience, Interaction, Engagement. Wednesday, 27 February 2013
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2. Good News
Experience, Interaction, Engagement.

3. Bad News
• Measuring mobile traffic is much harder than
measuring PC traffic
Requirement PCs Mobile Devices
Devices impacting behavior Not really To large extent,
8.000+ relevant
devices
Platforms Windows, iOS, 20+
Linux
Browsers Few 60+
Network complexity Low: well High: 900+
standardised mobile operator
networks
Visitor identification Easy Tough
IP address Identifies the Identifies the
client machine operator gateway
and location
Content Desktop Mobile optimised
optimised
Experience, Interaction, Engagement.
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4. Recommendation
• Make sure your measurement and analytics tool:
‒ supports well both browsing and application tracking
= web / mobile browsing, responsive design, web apps,
native apps
‒ can link the user’s device, device capabilities, the access
point and behaviour = experience
‒ both 1st and 3rd party user detection are supported on
the browsing side
= nr. users, returning users, segmentation!!!
‒ supports all major mobile application platforms and
mobile browsers
• There is no point to measure if the data cannot be
trusted
• Don’t forget the privacy
Be pessimistic, what works with PCs typically doesn’t work in mobile measurement
Experience, Interaction, Engagement.

5. Measuring
behavior, experience
and
satisfaction

6. What metrics?
Experience, Interaction, Engagement.

7. Traditional Web metrics not that effective
Examples I
1. Visit length
‒ Average visit length for iPhone 90 seconds and Nokia 2730 classic 229 seconds
‒ Wow, Nokia users are using double the amount of time in the service, they must
be really happy with it, right?
‒ Not really:
• the challenge in this metric is the clear differences in the network bandwidth from
different access points used and the processing power of the handset
• touchscreen devices are proven to be faster than handsets with other pointing methods
2. Bounce rate
‒ Common to see mobile media sites, where the bounce rate reaches nearly 70%
‒ This could be considered reasonably high, but:
• Traditionally the mobile services are optimised to consume minimal bandwidth and to
offer the desired content immediately on or close to the landing page
So, short average visit lengths or high bounce rates are not necessarily
indications of poor customer experience
Experience, Interaction, Engagement. Wednesday, 27 February 2013
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8. Traditional Web metrics not that effective
Examples II
1. Click-depth
‒ Three completely different use cases: 1. Mobile sites, 2. Applications and 3.
Responsive Sites with multiple platforms
‒ Applications generate events whereas mobile web optimised service
generates page views
‒ Native mobile apps typically perform faster than mobile websites and
number of events exceed number of page views by a mile – you cannot
compare apples with oranges
‒ With Responsive Sites the context is everything (device, device capabilities,
content, access point, location...)
‒ Multiple platforms make massive headaches on measurement and
understanding behaviour
‒ Mobile Apps and mobile browsing still dividing the user base approx. 50/50
So what would work for Mobile Apps, Mobile Sites and Responsive Design?
Experience, Interaction, Engagement. Wednesday, 27 February 2013
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9. Go beyond
standard tracking metrics
for both
experience and marketing
effectiveness

10. Learn from users’ behaviour and opinions
- a recommended model
Active Loyal Advocate
Experience Engagement
Inactive or Casual
Behaviour Analysis VoC Interactions
Wireless Customers
Environment
Analysis
Interaction, Experience and Engagement Measurement
Segmentation & Cross Analysis
Capability
Interactions
Analysis
Export data sets Import events
Digital Services
Impact Relationship Customer
Critical Lag Surveys Events
Analysis Analysis Assets
Outbound Digital
Marketing Channels
Insight for mobile service development and campaign planning
Experience, Interaction, Engagement.
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11. Mobile Surveys for linking the opinions and
behaviour
Net Promoter Score for measuring the number of
Promoters / Brand Advocates
Experience, Interaction, Engagement. Wednesday, 27 February 2013
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12. Summary of recommendations
1. Pay attention to the technical details
= aim for quality in your measurement
2. Link interaction, behavior and survey data
= use both quantitative and qualitative
measurements
3. Measure conversions (e.g. active, loyal,
advocates)
4. Don’t be too academic, learn from
behavior and feedback of your users
= keep it simple
5. Take advantage of segmentation and
targeting opportunities
6. Test everything
Experience, Interaction, Engagement.

13. Thank You!
Please visit our blog for further information
http://www.cem4mobile.com/blog/