#WTengage
Rate Session   &Speakers/Panelists            #WTengage
Mobile Measurement StrategyA timeline of Mobile industry challenges: how we adapted and what we learned             Jeanni...
The iPad is ComingMarch 2010Apple Approached ZinioZinio was tasked to create the first newsstand app on the iPad (in less ...
iPad adoption rate fastest inZinio’s historyOctober 2010•  Zinio received over 1000 press inclusions within the first 6 mo...
Android Enters the MarketSeptember 2010Zinio was the first newsstand on Android devices tooNearly every Android manufactur...
63% admit to flying blind inMobile MeasurementMay 2011•  Mobile Marketers admit the that state of Mobile is still nascent•...
iPad makes us all “Pay”July 2011•  Literally. …Would the risk pay off with a double digit “tax”?•  We searched for a new w...
Data makes advertisers happy-and your brand is "nothing" inthe appmosphereJuly 2011Macy’s, Dodge, Kia and Oakley advertise...
The hard truth:Mobile never delivers whatyou expectThe Story of the little catalog that could….and didThe Set Up          ...
Mobile Web App vs. NativeApp?September 2011•  Why Hybrid App development has become a popular topic•  It’s all about conte...
Its the data dummy!February 2012•  Zinio launched a business center – packed with engagement  data•  Webtrends continues t...
Convenience is King - andso is reading yourcustomers mindJune 2012You are lost without a mobile strategy•  If you’re not d...
Building a MobileMeasurement Strategy:Where to start?!?•  Build a Measurement Strategy that aligns your corporate  objecti...
Top 5 Take-Aways1.   Mobile requires data to drive engagements: 57% of apps installed will be     deleted/never opened aga...
Rate Session   &Speakers/Panelists            #WTengage
Other Sessions You Must SeeTuesday - 1pmIntroducing Webtrends StreamsTuesday - 2pmEnduring Success: Creating a Culture of ...
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Engage 2013 - Mobile Measurement Strategy

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Engage 2013 - Mobile Measurement Strategy

  1. 1. #WTengage
  2. 2. Rate Session &Speakers/Panelists #WTengage
  3. 3. Mobile Measurement StrategyA timeline of Mobile industry challenges: how we adapted and what we learned Jeanniey Mullen Benjamin Diggles Global EVP/CMO, Zinio Director of Digital Strategy, Webtrends @jeannieymullen @mrdiggles #WTengage
  4. 4. The iPad is ComingMarch 2010Apple Approached ZinioZinio was tasked to create the first newsstand app on the iPad (in less than 6 weeks)Innovation Opportunity: Company PriorityCreate an amazing experience and intuitive interface and Interactivecontent for our full suite of 3,500 magazines ü  Visitor tracking was key ü  Reader engagement was desired ü  Consumer acquisition and cross-sell was importantOur Solution created a short term purchase path driven by webpagesto allow for conversion tracking #WTengage
  5. 5. iPad adoption rate fastest inZinio’s historyOctober 2010•  Zinio received over 1000 press inclusions within the first 6 months of launching the app•  Sales for the company more than doubled, overnight•  A large percentage of customers who had not used Zinio in over 4 years had come back!•  Publishers, Advertisers and the Zinio team wanted data: lots of data•  We didn’t have lots of data yet•  We needed mobile data insights – fast•  Wait…. What were mobile insights? Did those even exist? #WTengage
  6. 6. Android Enters the MarketSeptember 2010Zinio was the first newsstand on Android devices tooNearly every Android manufacturer wanted Zinio to customize Free navigation, TV, Free music and more! magazines, & more!our app- including Samsung for the "readers hub.” (which never Try them on your phone now. T-Mobile Bonus Apps Slacker Radio - Free streaming radio with millions of songs plusmade a debut in the US with Zinio on it) T-Mobile® Bonus Apps T-Mobile TV - Get live news, personalized programming. Get a free MP3 when you sign up for a sports and video on demand. new Slacker account!*We needed to focus on an amazing experience and intuitive 15 free premium channels including ABC News Now, Fox Sports and PBS Kids. doubleTwist - Sync your photos, videos and music for free betweeninterface. Telenav - Free navigation and your phone and your home computer. voice-guided GPS, turn-by-turn Download on your Mac orü  Lesson #1 - MNOs have more power in the US then OEMs directions, and real-time traffic Windows computer by going to updates. http://apps.tmobile.com/doubletwist.ü  Lesson #2 - Dont believe the hype. Android did not kill iPad Zinio - Enjoy full-color magazines. Start reading for free with your To tether your device to your computer you will need to download a USB driver here: choice of 5 best-selling magazine http://www.lgforum.com/resources titles. (driver for Windows XP®, Windows Vista® andWhat else we learned Windows 7). *Offer only valid on new Slacker registrations on supported T-Mobile USA handsets. Free MP3 offerü  People were buying on the pc/laptop but reading on the Android © 2001-2010 Zinio LLC. - San Francisco - New York - London - Barcelona - Taipei - All rights reserved. © 2011 TeleNav, Inc. All rights reserved. may be changed or terminated without notice. doubleTwist (R) is a registered trademark of doubleTwist Corp. Slacker is a registered trademark of Slacker, Inc. ©2011 T-Mobile USA, Inc. All rights reserved TM1791ü  People were buying and reading on the iPadü  People were buying and reading on the PC – but more buying than readingü  Mobile insights were our only salvation to figuring this out 2 T-Mobile | G2x Insert Rnd02.02 : Design | 04.07.11 #WTengage
  7. 7. 63% admit to flying blind inMobile MeasurementMay 2011•  Mobile Marketers admit the that state of Mobile is still nascent•  Despite the availability of measurement tools and maturing reporting standards, mobile still seems to be treated as an experimental channel•  Mobile marketers have a herd mentality and have quickly and sometimes haphazardly deployed sites, apps, or campaigns (SMS, QR, etc.) to mimic moves made by their competition – without first considering objectives or their own specific key performance indicators (KPIs)•  Most don’t measure due to uncertainty of ROI, no budget allocation and general company bureaucracy•  Those with a Mobile Measurement strategy are reaping big rewards #WTengage
  8. 8. iPad makes us all “Pay”July 2011•  Literally. …Would the risk pay off with a double digit “tax”?•  We searched for a new way to engage readers to lock down usage New Unique Purchasers by Platform iOS Android OtherWhat we learnedü  Different products offer different engagementü  Within 1 year of launch – repeat usage is criticalü  Mobile insights are critical to effectively defining strategies, and allowables
  9. 9. Data makes advertisers happy-and your brand is "nothing" inthe appmosphereJuly 2011Macy’s, Dodge, Kia and Oakley advertise on Zinio: They all require data – They all invest HEAVILY on platforms wherethey can see a return on investment. #WTengage
  10. 10. The hard truth:Mobile never delivers whatyou expectThe Story of the little catalog that could….and didThe Set Up The Reality The Change in DirectionA brand decides to test mobile with The brand gets shocked with The brand rebuilds in a bigger bettera specific end goal in mind totally different results and takes way to expand profits a hard left #WTengage
  11. 11. Mobile Web App vs. NativeApp?September 2011•  Why Hybrid App development has become a popular topic•  It’s all about context of your business goals – there is no silver bullet•  What we learned: JavaScript data collection and SDK data collection – how we coupled the data sets
  12. 12. Its the data dummy!February 2012•  Zinio launched a business center – packed with engagement data•  Webtrends continues to push what’s possible in Mobile data collection
  13. 13. Convenience is King - andso is reading yourcustomers mindJune 2012You are lost without a mobile strategy•  If you’re not doing it, your competition is•  87% of people said they would give up TV over their phoneImplementing Mobile Analytics•  The importance of tagging variety•  Never underestimate the complexity: •  Have a good partnerMake the reports easy to understand•  Tag based on your Measurement Strategy•  Use Mobile devices to consume Mobile Data
  14. 14. Building a MobileMeasurement Strategy:Where to start?!?•  Build a Measurement Strategy that aligns your corporate objectives to measurable activity•  Start by understanding these KPI’s in alignment with your existing data along with industry data•  Consider all the other channels that play a role in your data such as Social•  Start small and iterate quickly – don’t “boil the ocean”•  Invest! Take the time to tag what is required to give you the data you need #WTengage
  15. 15. Top 5 Take-Aways1. Mobile requires data to drive engagements: 57% of apps installed will be deleted/never opened again within 90 days2. 76% of shoppers use their smartphone when shopping: ü  Mobile has arrived ü  Success requires precise multi-channel measurement3. Mobile leaves nowhere to hide: the customer is in control- like… um…. Right now4. The future of Mobile is about sophistication and integration5. Success in Mobile is directly tied to precise multi-channel measurement. The cross-channel experience is the holy grail and Mobile is the center! #WTengage
  16. 16. Rate Session &Speakers/Panelists #WTengage
  17. 17. Other Sessions You Must SeeTuesday - 1pmIntroducing Webtrends StreamsTuesday - 2pmEnduring Success: Creating a Culture of OptimizationWednesday - 10amWhat to Measure in SocialWednesday - 11amWebtrends Customer Showcase: Success with Analytics On Demand #WTengage

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