Stuart russell stream20 - mml 2013

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Stuart russell stream20 - mml 2013

  1. 1. Benchmarking Excellence in Mobile Stuart Russell: Director
  2. 2. Stream:20 Core Services Digital Sales Planning Digital Organisation Digital Sales Toolkit Digital Sales Delivery Optimising your business structure and skillsets for digital success Ensuring the correct toolkits are implemented for success Providing innovative strategic support and analysis to drive your digital sales function Driving incremental revenue across Desktop/ Mobile/Tablet • The performance-driven digital marketing consultancy • Formed in 2005 • Acquisition & retention channels
  3. 3. Who We Work With Reta il Finance Gaming Travel Entertainment Publishin g
  4. 4. What is the Digital Benchmarking Survey? • A survey…. … that benchmarks digital marketing. • Acts as a “commoniser” when assessing digital marketing effort • Also used to establish consistency of output and operation across multiple depts. and territories • Refreshed quarterly • 100+ brands completed to date • A cross section of enterprise-level businesses, consumer-brands, online pureplays and start-ups.
  5. 5. Stream:20 Digital Benchmarking: Scope Digital Benchmarking Delivery Channel marketing Display Email Social PPC SEO Affiliates Emerging channels Offline to online eCommerce Conversion UX Self care Mobile web Mobile apps Planning Forecasting Segment. & Data Planning Attribution Pricing & Offers Acquisition Strategy Retention Strategy Content Marketing Retargeting Strategy Toolkits Performance Reporting ESP Affiliate network Ad Server Analytics Organisation Structure & resource KPI ownership & alignment Supplier management
  6. 6. The Industry Benchmark - 1.0 2.0 3.0 4.0 5.0 Display Email Social PPC SEO Affiliat es Emerging channels Offline to Online Sales Delivery - Channels Benchmark
  7. 7. Mobile Evaluation DB Score Mobile Site build Strategic Approach Tracking & Analytics Data Promotion Creative 5 Full adaptive mobile site developed following an earlier responsive design. You are now able to share content across device and also tailor content based on mobile vs. online. Clearly defined long term strategy across all devices, platforms and innovations with clear road map of how the organisation plans to adapt mobile Full tracking and analytics across the site, all pages and entry points Mobile customers fully integrated into database to form a single customer view. Data is also collected for mobile numbers as part of any registration both on and offline Cross channel activity builds awareness of our mobile offer and helps drive activity through to the mobile site Mobile site is endorsed by your brand and marketing teams and is a truly integrated experience 3 Online site is optimised for mobile devices and is a responsive design based on screen size & resolution Mobile strategy in place but is focused on device rather than offering Basic tracking used. Desktop analytics provide insights into devices usage Some ability to draw conclusions from analytics on customer value, behaviour of mobile customers, transactions etc. but data is very high-level and is never truly accurate against other channels Limited promotion of the mobile site through one to two media channels The mobile site ties in to wider user experience of the brand. User experience has been tested & optimised 1 No mobile-ready site No long term strategy for mobile web in place - reactive not proactive in adapting any strategy for mobile No tracking used No data integration & limited customer insight generated from mobile web. Organisation lacks the insight to gain any momentum from the mobile channel to help produce any further budget contribution No mobile promotion is in place. Users typically only find our mobile offering via a redirect or by accident The look and feel of the mobile site is not reflective of your site. The user experience is poor e.g. not thumb friendly. Brand guidelines or treatment is not adhered to.
  8. 8. BasicAverageAdvancedMobile Web Review MOBILE SITE 5 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 1 STRATEGY TRACKING DATA PROMOTION CREATIVE 3 2.9 3.1 2.2 2.8 2.4
  9. 9. App Review BasicAverageAdvanced 5 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 1 2.2 DIST. TRACKING PROMOTION DATA CREATIVE STRATEGY DEV. 2.6 2.0 2.4 1.8 2.4 2.5 2.3
  10. 10. CONVERSIONPOINTThe Challenge: Cross Platform Activity Call CentreMobile WebApp Ecosystem MARKETING Web Retail CONSUMER
  11. 11. Where are Mobile Performers Above & Below The Curve? Team Structure KPI Ownership Email Retention Strategy Performance Reporting Content Marketing
  12. 12. Sum Up • Brands are being honest; they have much work to do • There is a direct correlation between the brands best at performance reporting & defining KPI ownership and those gaining real traction in the mobile space • These same brands have also made strides to create a structure that can effectively manage change and innovation • This success seems to be at the expense of customer marketing strategy and key CRM channels (email) • Have you filled out your Digital Benchmarking survey?
  13. 13. Thank you stuart.russell@stream20.com @stream20

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