Mobile Strategies Summit - Chicago

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Keynote presentation to GSMI's Mobile Strategies Summit in Chicago - April 10/11 2013. Overview of key trends driving mobile explosion and how marketers are looking at Big Data.

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  • Well first, it’s all about EFFECTIVENESS … Look at how mobile outperforms traditional online media in a wide variety of key measures .. It’s 5x more effective from an awareness standpoint. It’s nearly 5x more effective in creating purchase intent. And it is nearly 4x more effective at creating favorable impressions of the brand!
  • Today about 40% of all US wireless subscribers are mobile web users … that’s expected to be half of all users by 2013 and 60% by 2015 The blue bar represents entire US population … Today, we are at around 92% wireless penetration which exceeds cable TV to homes, broadband penetration and a host of other mainstream channels. Note as well that 1 in 4 US consumers has dropped their landlines and mobile is their only phone connection to the world and this trend is accelerating Based on what’s happening today, there figures might be conservative and like the Meeker slide earlier … you could expect to see 2015’s projections hit by 2013
  • Photo courtesy of sachyn (http://www.sxc.hu/photo/1072645)
  • Optimization is the process of understanding customer value and visitor intent to deliver relevant experiences that drive revenue and build relationships. Increase sales and revenue Opportunities Conversion rates (%) Order value Build trust and better relationships Customer satisfaction Loyalty and advocacy Travel KLM/Air France:  · 7.8% lift in bookings · 14.2% more visitors to the Booking Details page · Estimated increase of $3.65 million per year Alitalia: 7.09% lift in bookings Hotels4U: 5.52% lift in bookings 22% lift in visitors viewing hotel pages on mobile devices 61% increase in hotel searches within the Hotels4U mobile site Retail Urban Outfitters · 5.5% lift in the UK, 7% lift in Germany, 17% lift in France · Estimated revenue increase of +£350K per year AllSaints Spitalfields 6.75% revenue lift in the US; 4% lift in the UK Motorcycle Superstore $2.5 million in additional revenue per year 4.1% lift in tablet conversion Financial Services Nationwide Increased funnel entry by 20% Barclays 26.32% lift in completed applications 38.42% lift in click through rate Lloyds 60% lift in completing account applications
  • Optimization is the process of understanding customer value and visitor intent to deliver relevant experiences that drive revenue and build relationships. Increase sales and revenue Opportunities Conversion rates (%) Order value Build trust and better relationships Customer satisfaction Loyalty and advocacy Travel KLM/Air France:  · 7.8% lift in bookings · 14.2% more visitors to the Booking Details page · Estimated increase of $3.65 million per year Alitalia: 7.09% lift in bookings Hotels4U: 5.52% lift in bookings 22% lift in visitors viewing hotel pages on mobile devices 61% increase in hotel searches within the Hotels4U mobile site Retail Urban Outfitters · 5.5% lift in the UK, 7% lift in Germany, 17% lift in France · Estimated revenue increase of +£350K per year AllSaints Spitalfields 6.75% revenue lift in the US; 4% lift in the UK Motorcycle Superstore $2.5 million in additional revenue per year 4.1% lift in tablet conversion Financial Services Nationwide Increased funnel entry by 20% Barclays 26.32% lift in completed applications 38.42% lift in click through rate Lloyds 60% lift in completing account applications
  • Focus on critical measures: First understand mobile traffic to site.
  • as in the Waze example we just saw, the day in which that data represents true currency is rapidly approaching.
  • Mobile Strategies Summit - Chicago

    1. 1. Mobile Analytics: Why Measurement is Mission Critical© 2013 WEBTRENDS INC. 1
    2. 2. Agenda • Digital Trends Defining our Future • Mobile: The Consumer’s Lens to the World • Big Data: Marketing’s Currency of Choice • Mobile Analytics • A Current State of Affairs • A Model for Success • Key Takeaways • Q&A© 2013 WEBTRENDS INC. 2
    3. 3. Digital Trends Defining Marketing’s Future© 2013 WEBTRENDS INC. 3
    4. 4. The new math: Smartphone + tablet > PC© 2013 WEBTRENDS INC. 4
    5. 5. The amount of time spent with mobile is growing at 14 times the rate of the desktop web© 2013 WEBTRENDS INC. 5
    6. 6. Time spent is not the only measure of the shift from desktop to mobile© 2013 WEBTRENDS INC. 6
    7. 7. Wonder why mobile is becoming a preferred medium to on- line? In a nutshell – it’s more effective!© 2013 WEBTRENDS INC. 7
    8. 8. Mobile can nolonger be anafterthoughtfor marketersdigitalstrategies.Going forward,mobile shouldbe the firstthought!© 2013 WEBTRENDS INC. 8
    9. 9. Data emerges as marketing’s key currency© 2013 WEBTRENDS INC. 9
    10. 10. Marketers understand that data is GOLD and they are investing heavily in tools to better harvest it!© 2013 WEBTRENDS INC. 10
    11. 11. The Websiteremains the bestsource forgenerating dataon customers butincreasingly, thewebsite meansmobile sites, appsand landing pagestoo!© 2013 WEBTRENDS INC. 11
    12. 12. The majorityof companiestodaycharacterizethemselvesas “datadriven” butmost still seegaps in theiruse of BigData© 2013 WEBTRENDS INC. 12
    13. 13. Retailers maybe the mostobviousbeneficiariesof Big Data,butall industriesneed to getbetter atanalyzing andusing theinformationthey collect© 2013 WEBTRENDS INC. 13
    14. 14. “Big Data” is only getting bigger© 2013 WEBTRENDS INC. 14
    15. 15. Big Data at work: Optimization, Targeting & Personalization for you© 2013 WEBTRENDS INC. 15
    16. 16. OPTIMIZATION DELIVERS SATISFYING EXPERIENCES 60% lift in completed applications© 2013 WEBTRENDS INC. 16
    17. 17. OPTIMIZATION DRIVES LIFT IN CONVERSION 20% Increase in opportunities© 2013 WEBTRENDS INC. 17
    18. 18. REAL TIME STREAMS: FUELING MARKETING PROCESSES Seamlessly stream as-it- happens customer intelligence into all marketing & business applications to optimize your customer relationships:  Product recommendations & promotions  Ad serving demand side platforms  Marketing Automation  Fraud Detection  CRM & Call Center Integration  Display advertising  Site Hygiene and Monitoring© 2013 WEBTRENDS INC. 18
    19. 19. Activity sparkline will show product views on the site as they happenAggregate counts ofkey measures during Flyout will showtime window top 5 products across all categories until a category is selected – then it will show top 5 products for the Average lines will show what selected category products have above average (including product interest (views and conversion) views, cart add, orders, and conversion rate)Actual images of Scatterplot will show popularity of productproducts purchased categories by % of views and % of orders – the sizewill be pulled in as of the bubble will be based on conversion rateorders complete Zoomable map will show where Device stream will show Source stream will show activity is coming from as it happens what percent of traffic activity as it happens and and density of activity with heatmap comes from various devices distribution for time window
    20. 20. Mobile Measurement: A Paradigm for Success© 2013 WEBTRENDS INC. 20
    21. 21. Mobile Measurement Disconnect • Less than one-third of global brands have developed a mobile strategy. • Two-thirds have no real measurement or analytics in place. • Data not being used to inform strategy or enhance mobile UIs. Analysts termed this a key impediment to success in this channel. • Smartphone & tablet explosion and rapid growth of mobile data services only aggravating issue and creating a measurement “imperative.” @MobileNTRactv Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research “How Mature is your Mobile Strategy?” October 2010 Forrester Research© 2013 WEBTRENDS INC. 21
    22. 22. Mobile ROI – Flying Blind 63% don’t know or haven’t measured© 2013 WEBTRENDS INC. @MobileNTRactv 22
    23. 23. Mobile Measurement – The Silos *mobile payment, NFC, and Email emerging© 2013 WEBTRENDS INC. 23
    24. 24. Mobile Measurement Maturity ADOPTION App Downloads Site or App Visitors App usage (% of DL) Geo Distribution© 2013 WEBTRENDS INC. @MobileNTRactv 24
    25. 25. Analytics Strategic Plan MULTI-CHANNEL VISITOR-LEVEL ACTION ANALYTICS ANALYSIS SEGMENTATION PERSONALIZATION SYSTEMS MARKETING APPLICATIONS Digital Track and Segmentation Test & fine Push to analytics: measure visitor around tune website CRM/email and commerce and data: purchase & behaviors making the target marketing visit history “call to action” customers that standout showed interest in certain products© 2013 WEBTRENDS INC. 25
    26. 26. Cross Channel Measurement Strategy ACQUISITION ACQUISITION ENGAGEMENT ENGAGEMENT USER SURVEY USER SURVEY SOCIAL LISTENING SOCIAL LISTENING (AWARENESS) (AWARENESS) (BEHAVIORAL) (BEHAVIORAL) (ATTITUDINAL) (ATTITUDINAL) (BRAND LOVE) (BRAND LOVE) FACEBOOK SMS VDM APP A10 WEB A10 TWITTER FB SURVEY Apps APP Apps Ads BLOGS/WEB A10 A10 DB3 SITE BEAT HUB A10 SURVEY SITE A10 RI Social© 2013 WEBTRENDS INC. 26
    27. 27. Building a Mobile Measurement Strategy • Start early and involve ALL stakeholders • Find means to measure ALL mobile traffic/interactions – not just downloads or visits Usage Rate • Build a measurement strategy that aligns your objectives to measurable activities • Think about distribution and format for reporting • Focus on critical measures and be able to assign $$ values to conversion activities • Use performance data to improve programs and user experience© 2013 WEBTRENDS INC. 27
    28. 28. Key Takeaways© 2013 WEBTRENDS INC. 28
    29. 29. Rising smartphone and mobile web adoption signal new imperatives for marketers. •This is the primary lens into the digital world for many and we need to treat it accordingly. •Marketers need to look at mobile as no longer a sideshow but - the main event.© 2013 WEBTRENDS INC. 29
    30. 30. Mobile is consuming far greater amounts of time in a multi screen world and tablets will only add to this trend. •The way in which consumers behave on their devices is fundamentally different than the desktop web and proper measurement reveals this!© 2013 WEBTRENDS INC. 30
    31. 31. Your website remains the single best tool for generating actionable information about your customer and “website” doesn’t only refer to your broadband site . •It’s all your sites/apps and you need to measure all of them holistically and create a “digital footprint” for your consumer. •Think Omni Channel in your approach to measurement and don’t create new data silosapp!© 2013 WEBTRENDS INC. 31
    32. 32. Big Data: You Absolutely Must Get Your Arms around it!  The data generated by multiple interactions across multiple devices and platforms is expanding at an exponential rate, far faster than our collective ability to process and make sense of it.  But the day where that information represents true currency for most companies—in actual dollar terms as well as more figuratively as a tradable commodity—is rapidly approaching. - Content may power the media machine, but data sets the course for the whole enterprise.© 2013 WEBTRENDS INC. 32
    33. 33. The smartphone-equipped, socially connected shopper is here to stay  If 2012 was the year showrooming moved to the mainstream, don’t expect the tide to turn in 2013.  Marketers and retailers are better off moving with the tide rather than against it.  Two primary hallmarks of the smart-device shopper are high expectations and limited patience. - Failing to deliver on these expectations implies considerable risk.© 2013 WEBTRENDS INC. 33
    34. 34. Success in this channel is tied to precise multi-channel measurement. •Failing to measure is unacceptable. Mobile is no longer an experiment and treating it that way is professionally irresponsible. •Going forward, mobile marketers will be held to the same level of accountability as their digital peers.© 2013 WEBTRENDS INC. 34
    35. 35. Mobile is all about RELEVANCE. Testing, targeting and site optimization are table stakes for the successful mobile marketer •Mobile users EXPECT relevance and if you don’t deliver … they find other brands that are relevant.© 2013 WEBTRENDS INC. 35
    36. 36. Q&A Michael Ricci, VP Digital & Solutions Marketing | @MobileNTRacTV mike.ricci@webtrends.com© 2013 WEBTRENDS INC. 36
    37. 37. Mobile Measurement & Analytics - Resources The MMA Primer on Mobile Analytics Mobile Marketing Update September 2012 Issued by the MMA Mobile Analytics Committee Co- Chairs: Mik e Ricci, WebTrends and Anders Rosenquist, Ph.D., POSSIBLE© 2013 WEBTRENDS INC. 37
    38. 38. June 2012 “Mobile Marketing Metrics Best Practices” The Subchannels In Mobile© 2013 WEBTRENDS INC. 38
    39. 39. June 2012 “Mobile Marketing Metrics Best Practices” The Subchannels In Mobile (Cont.)© 2013 WEBTRENDS INC. 39
    40. 40. May 2012 “Mobile Measurement Is An eBusiness Imperative” Key Metrics For Mobile Websites© 2013 WEBTRENDS INC. 40
    41. 41. May 2012 “Mobile Measurement Is An eBusiness Imperative” Key Metrics For Mobile Websites (Cont.)© 2013 WEBTRENDS INC. 41

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