Austin Mobile Analytics - Strategy and Tactics in Measurement

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Austin Mobile Analytics - Strategy and Tactics in Measurement

  1. 1. Mobile Analytics<br />Strategies, Tactics, and Principles of Success<br />Matthew Wright<br />Chief Technology Office & Principal Consultant<br />
  2. 2. About Keystone Solutions<br />Full-Service Digital Analytics Consultancy<br />Extensive work with all digital analytics solutions & analysis categories<br />Traditional Web & Emerging Digital strategy & tactical execution<br />Enterprise Multi-channel data integration & Analysis<br />Digital Optimization<br />Social Media Optimization & Data Integration<br />Mobile analysis<br />We hire the best in the industry<br />We work with the largest / forward-thinking clients<br />We solve the toughest problems imaginable <br />
  3. 3. Mobile: Moving Forward<br />Merging Analysis from All Directions<br />
  4. 4. Why is Mobile So Big?<br />
  5. 5. So it’s Big: Why is it so complex?<br />Similar Enough to the Web to Fool You <br />Until it’s Too Late<br />
  6. 6. Existing Baseline Reports Can Fool Us<br />
  7. 7. Existing Baseline Reports Can Fool Us<br />Mobile Reports<br />Technology Reports<br />Similar Enough to the Web to Fool You <br />Until it’s Too Late<br />
  8. 8. Starting Point: Mobile Initiatives Approach:<br />Often thought of as “PC-Light” Initiatives<br />Let’s scale down our existing web-program spend to do something ‘mobile’<br />Ignore:<br />Channel-specific benefits of mobile<br />Portability, enhanced features<br />Traditional Product Management Approaches<br />Features, Function, and Attributes, and Product Configurations<br />
  9. 9. Is Mobile Measurement that Different? (Really)<br />Obvious Differences:<br />Customer Experience form and function<br />Journey can be richer and more immersive<br />Utilization Differences<br />Entertainment Driven<br />Games & Entertainment apps<br />Hyper-personal<br />Social Networking, music, video<br />Food, Entertainment, <br />Source: Nielsen, June 2010<br />
  10. 10. MobileStrategic Framework<br />
  11. 11. Mobile Strategic Approach: Think New Product<br />First, Seek to Understand:<br />What is your current market position and offerings?<br />Who are your customers and how are they segmented across channels already?<br />What brand encounters already resonate with customers?<br />Build from that Understanding<br />What segments represent the greatest “digital” business opportunity?<br />What digital brand & product experiences align with these segments?<br />What product experiences can we build to meet segment needs within and across channels?<br />
  12. 12. Mobile Strategy: Enabled by Digital Analysis<br />Seeking Understanding:<br />What is your current market position and offerings?<br />Who are your customers and how are they segmented across existing channels already?<br />What brand encounters already resonate with customers?<br />Supporting Analytic Activities<br />Competitive analysis to assist establishing brand & market position<br />Core VOC Survey<br />Better understanding of customer brand encounters<br />Secondary (online) Research<br />Surveys & Behavioral Segmentation<br />
  13. 13. Mobile Strategy: Enabled by Digital Analysis<br />Build from that Understanding<br />What segments represent the greatest “digital” business opportunity?<br />What digital brand & product experiences align with these segments?<br />What product experiences can we build to meet segment needs within and across channels?<br />Supporting Analytic Activities<br />Forecasting & growth modeling of segments<br />Conjoint analysis of major product features<br />Alpha / Beta / Split-Test Analysis<br />
  14. 14. Mobile Strategy: Common Omissions<br />Silo / Lack of Cross-channel Enablement<br />Why do you care? <br />Because it’s likely no one else will<br />AND Because you’ll be asked to measure it<br />Source: Forrester, Feb 25, 2011 <br />
  15. 15. Other Common Strategy Questions:<br />Native or HTML?<br />Similar question to native apps or web delivered applications<br />Careful how you answer<br />Initiate customer feedback early in the cycle<br />To some degree, the answer doesn’t matter and isn’t that interesting<br />Pros: HTML<br />Platform neutral<br />Rapid testing & integration<br />More likely cross-platform<br />Likely the ‘future’<br />Pros: Native<br />Speed<br />Connectionless / Offline is easier<br />
  16. 16. This Sounds REALLY Hard!<br />Good News and Bad News:<br />It’s not impossible and probably not as hard as you think<br />The channel is so new that most organizations are desperate for mobile thought-leadership<br />Mobile is seen as the next growth channel. Growth=$budget$<br />Unless you have an analytics team that’s deeply integrated in strategic planning, it probably won’t matter anyway<br />
  17. 17. Mobile<br />Measurement Tactics<br />
  18. 18. Mobile Tactical Considerations: What’s it Like?<br />Points of Parity<br />Structured, “Product” like experience<br />Typically require specialized development efforts<br />Measurement methodologies are similar (but not identical)<br />What’s the Closest Analog to Mobile Application / Web?<br />Web Applications or Flash Applets<br />Vanity or Microsites<br />“Campaign” Landing Sites<br />What tactics will help you deal with the similarities?<br />
  19. 19. Tactic 1: Who are you After? (Segmentation)<br />
  20. 20. Segmentation: Some Things Don’t Change<br />Segmentation Analysis Delivers Significant Insights<br />Understanding even simple segmentation such as usage-based segmentation or technographics<br />Segmentation is one of the most under-utilized method of analysis in our discipline<br />
  21. 21. Segmentation: Opportunities<br />Remember: mobile users make extensive use of social media<br />Already pre-qualified for social media connectivity<br />Social Media authentication contain extensive segmentation criteria<br />Mobile Surveys to determine usage and technographic audience attributes<br />
  22. 22. Segmentation: Be Careful<br />Just because you can segment on different descriptive factors doesn’t mean you should use them <br />In order of importance:<br />Use-based / Behavioral Segments<br />Descriptive Segments <br />
  23. 23. Tactic 2: What is/are the Criteria For Success?<br />
  24. 24. Call(s) to Action<br />Avoid Traditional Web-Only CTA:<br />Avoid Page Views & Visits<br />Emphasize Interactions and Events<br />Less is More:<br />Split actions into three buckets:<br />Minor Interactions<br />Key Interactions<br />Call to Actions<br />Use Dimensions to increase visibility<br />Think Multidimensional<br />Most Factors related to these three interactions should be measured against all other interactions<br />Be very leery of “Measure Everything” Approaches<br />They’re confusing<br />They don’t provide more insight<br />
  25. 25. Avoid “Scorched Earth” Measure Everything<br />You Say: I want to know all interactions between any zombie and human across all farms at any time, cut by segment, cut by gender, against loyal and non-loyal purchasing segments<br />We Hear: I have no idea what’s important<br />
  26. 26. Tactic 3: Mobile MUST BE FAST<br />
  27. 27. In General: Why Speed?<br />Source: Google & Bing, <br />Velocity Conf 2009<br />Attention is a Scarce Commodity – speed keeps attention & focus on key tasks<br />
  28. 28. Mobile: Why Speed?<br />In General:<br />Speed drives greater mobile usage <br />Morgan Stanley study<br />Speed highly associated with positive mobile customer SAT<br />Progressive Speed Expectations:<br />Similar pattern of blame<br />Device <br />Network <br />Site / Experience<br />
  29. 29. Tactic 4: Simplicity and Utility<br />
  30. 30. Essence of Mobile: Simplicity<br />Successful Mobile Services:<br />SMS<br />Geolocation<br />Touch Interface(no stylus needed)<br />Common Characteristics:<br />Open-Ended Simplicity and Utility<br />Instant Gratification<br />Research Supporting Simplified Approaches:<br />2009: Morgan Stanley Mobile Internet Report<br />Simplicity of mobile payments critical<br />Forrester: July 2010: Creating A Mobile Services Product Road Map:<br />Key Principles: Simplicity, Immediacy, and Context<br />
  31. 31. Case Study in Simplicity and Utility:<br />HP 12C Calculator App<br />Single Purpose: everything calculator oriented<br />Segment Alignment is good<br />Background:<br />RPN Calculator<br />Operations occur after the numbers are ‘entered’<br />Typical Use Case:<br /> [NUMBER] [ENTER] [NUMBER] [OP]<br />[OP] (where non-zero)<br />[NUMBER] [OP]<br />
  32. 32. Measuring “Simple”: Specifics<br />Task Completion<br />Success Sequences per session<br />Last operation is a ‘function’<br />App Utility:<br />Daily Unique Usage divided by User Base<br />Crash Rate (crashes / Daily Unique Usage)<br />Customer Feedback:<br />App Store + other feedback solutions are native to mobile:<br />
  33. 33. Tactic 5: Design & Layout-Aligned Measurement<br />
  34. 34. Layout and Flow Diagrams<br />Understanding the layout and flow of a mobile application or web site is critical to success<br />Demonstrates:<br />Key interactions within an experience<br />Allows the technical design to be more easily communicated to the developers<br />
  35. 35. Final Thoughts<br />Start Now<br />Start Simple<br />Start Smart<br />If you can’t do all three, settle for the best two out of three<br />This is where the digital market is converging<br />
  36. 36. Matthew Wright<br />mwright@keystonesolutions.com<br />@MattJermyWright<br />phone:801.658.0058<br />keystonesolutions.com<br />

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