Infographic: Four Steps to Measuring Mobile ROI

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Is your app making you money? Find out how successful your mobile app deployment is.

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Infographic: Four Steps to Measuring Mobile ROI

  1. 1. ||||||||||||||||||||||||||| |||||||||||||||||||||||||||||||||||||| ||||||||||||||||||||||||||| User Acquisition: How much are you spending per new mobile customer? Imagine this: Mobile TCO is $10,000 with 2,000 users: Then user acquisition = $5 per user Why this matters: Now you can compare the costs of your mobile efforts directly against the efforts of other channels. Mobile Influence: Are your mobile apps influencing customers? Imagine this: Of 50 new leads, 5 customers used your app: Then the mobile influence rate = 10% Why this matters: Now you know if your apps are actually impacting buyer behavior. Retention Rate: Is your mobile campaign encouraging return customers? Imagine this: Of 500 customers retained, 100 downloaded the app. Then your retention rate = 20% Why this matters: Now you can determine the costs of retaining one customer through mobile. Lead Acquisition: How many of your leads are the direct result of your mobile campaign? Imagine this: Of 50 new leads, 10 came from mobile: Then the lead acquisition rate = 20% Why this matters: Now you can compare the costs of your leads from mobile against the cost of leads from other channels. Retained Customers ÷ Customers who Downloaded Apps Retention Rate Total Leads ÷ App Users Influence Rate Total Leads ÷ Mobile Leads Acquisition Rate TCO ÷ Users $ Per User Four Steps to Measuring Mobile ROI What is the GOAL of the app? Evaluate your CONSUMER INTERACTION Evaluate your WORKPLACE EFFICIENCY Add up your DEVELOPMENT COSTS Sales & Marketing: • Is there less paperwork? • Less need for in-office support? • Have sales increased? • More upselling and cross selling? • Have lead conversions increased? • Has face time with customer increased? • Has the annual quote attainment improved? • Are your executives able to meet more customers? Enterprises who measure mobile have seen up to a 30% gain in sales efficiency. Supply Chain: • Better at identifying weak points in the supply chain? • Time to market decreased? • Reduction in inventories, holding costs, and material waste? • Increased efficiencies by integrating with other systems? • Increase in on-time deliveries? • Improved sales due to higher product availability? Enterprises who measure mobile have seen up to a 30% reduction in parts inventory. Field Service: • Reduced service response time? • Less travel and paperwork? • Less need for internal resources and support? • First-time fix rate improved? Enterprises who measure mobile have seen up to a 25% gain in service technician productivity. 25% Asset Management: • Reduced maintenance costs? • Equipment uptime improved? • Improved first-time fix rate? • Resources and inventory consolidation? Enterprises who measure mobile have seen up to a 40% increase in asset uptime. 40% 30% Lead Acquisition Mobile Influence Retention Rate User Acquisition Supply Chain Field Service Asset Management Sales & Marketing Implementation Integration Hardware Support Step 2 Congratulations! By calculating the value and efficiencies of each app, you have taken the guesswork out of measuring mobile ROI. Now that you have given each app a measurable KPI, try asking: • What is the overall value of the app? • How does this value rank against other marketing initiatives? • Does the value of the app outweigh the development costs? Learn more at kony.com $$ $ Every mobile campaign can be measured by one of two intended outcomes. Do you want to… Step 1: Define your objectives Step 3 Give each app a measurable KPI $ Assume your app has a lifespan of 5 years. You can then calculate its NPV (net present value): Business benefits x time (5) - Opportunity cost of capital NPV (Benefits) NPV (Benefits) ÷ NPV (Costs) = ROI for your app One time app development costs + Annual maintenance costs x time (5) - Opportunity cost of capital NPV (Costs) Step 4: One last calculation Weigh your KPI MEASUREMENTS AGAINST COSTS 30%

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