Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

1 mobile leadership program mobile market, mobile assets, why google, mobile measurement

13,901 views

Published on

Mobile Leadership Program Presentation from Google

Published in: Technology

1 mobile leadership program mobile market, mobile assets, why google, mobile measurement

  1. 1. Mobile Leadership Program Mobile Market, Mobile Assets, Why Google, Mobile Measurement
  2. 2. PROGRAM OVERVIEW
  3. 3. TABLE OF CONTENTS 1. The mobile market today 2. Getting started, mobile sites or apps? 3. Google mobile solutions and best practices 4. Measurement and optimisation for mobile
  4. 4. The Mobile Market Today
  5. 5. Are you understanding value to improve performance? 150 times a day 162 minutes a day 85% of users of users say that mobile devices are a central part of everyday life Time spent online has increased 100% because of tablets and mobile phones. 34% of mobile users are using their mobile device as their primary device to access the internet (2012) 41% of executives report making a business purchase of over $5,000 from a mobile device
  6. 6. Mobile usage is exploding in APAC - the average user spends 2.5 hours / day on their smartphone APAC countries Average time spent on smartphone/day, minutes Source: Millward Brown
  7. 7. 77% of consumers use a smartphone today - up from [44%] a year ago of consumers have researched a product or service on their phone of consumers say they’ve used a smartphone to research a purchase completed on a computer of consumers say they’ve used a smartphone to research a purchase completed offline of consumers say they’ve completed a purchase on a smartphone 56% 46% 40% 38% Mobile is a part of our everyday lives
  8. 8. 150 times a day 162 minutes a day 15% of media time 1% of ad spend
  9. 9. Getting Started, Mobile Sites or Apps?
  10. 10. Choosing an effective mobile strategy “The mobile war is over and the app has won” venturebeat.com 2013/04/03 86% 14% TIME SPENT ON SITES TIME SPENT ON APPS USER TIME SPENT ON MOBILE DEVICES
  11. 11. 66% SITES 6% APPS 28% SITES & APPS PRIMARY CHANNEL FOR COMMERCIAL TASKS INDUSTRY SNAPSHOT 75% OF AUTOS USERS 60% OF FINANCE USERS 70% OF TRAVEL USERS 71% OF RETAIL & TECH USERS 64% OF LOCAL SERVICES USERS ... USE SITES MORE OFTEN FOR COMMERCIAL TASKS 86% 14% TIME SPENT ON SITES TIME SPENT ON APPS 14% 40% GAMIN G & ENT. 28% SOCIAL 20% OTHER USER TIME SPENT ON MOBILE DEVICES Time spent Value for your business
  12. 12. What is the best approach: Apps or Sites? APPS FIRST WHO: APP-CENTRIC MODELS SITES FIRST WHO: MOST COMPANIES SITES + APPS WHO: COMPANIES WHO HAVE NAILED THEIR SITE... Intended for high frequency use (e.g. daily) Delivers app-only capabilities (e.g. offline) Entertainment, media, or gaming uses. Fully optimized for mobile Fully functional core capability like commerce Built with your future customer base in mind ...and want to expand on site capabilities... ...with app-only capabilities (e.g. offline) Focused on most loyal, engaged customers
  13. 13. Google Mobile Solutions and Best Practices
  14. 14. mCommerc e In-store App download & in-app purchases Call Cross-device The Full Value of Mobile
  15. 15. Connecting Consumer Behavior Mobile Commerce Cross Device Capabilities Store Visits CallsApps for the power user Content Engagement
  16. 16. Connecting Destination, Audience & Technology mSite Location Apps Store Calls DESTINATION AUDIENCE INNOVATION Deep-Link Targeting Measurement
  17. 17. Google helps serve you with tailored and scalable mobile solutions Android codeless, Conversion Optimizer, Search intent, Play purchases, YouTube watched, GDN activity, location lean-back, research, ready-to- buy using text, image, interstitial, video REACH USERS IN DIFFERENT MINDSETS WITH UNIQUE ASSETS DELIVER THE COMPLETE STACK AdWords-Play-GA integration to measure in- app activity beyond the install AND BEST-IN- CLASS ANALYTICS
  18. 18. Measurement and Optimisation for Mobile
  19. 19. Mobile plays a crucial role in the consumer journey
  20. 20. Tracking / App technology is different from web technology No cookies No visible URLs Challenges with Tracking & Analytics Tech based on device hardware and OS Remarketing (RMKT), Tracking, Privacy Harder to link inside apps, as compared to a website Separate tracking / analytics for Android and iOS Tough to get all publishers / devices on the same playing field App measurement considerations
  21. 21. App measurement considerations churn User downloads your app active in-app purchase Churn Rate ↓ Which marketing channel has lowest churn rate? Buying User Rate ↑ What is the trigger point to increase BU rate? Average Revenue Per User ↑ How to increase ARPU? User Lifespan ↑ What is the best way to increase user loyalty? Cost Per Install (CPI) Cost Per Action (CPA) Life Time Value (LTV)
  22. 22. App measurement considerations User acquisition Install attribution In-app analytics Post-install optimization Crash analytics Attribution Track channels, sources, campaigns that drive app installs. The App store doesn't share the referrer of a download. So developers use fingerprinting, leverage relationships with networks, and use other proprietary methods to track iOS installs. Track in-app behavior of users. Define events (completing a level, purchase, etc.,) to identify high-value users. Understand demos, geography, location, and interests of app user base. Optimize app install campaigns based on post-install events. De-duping prior installs, deep- linking, and re- engaging with inactive users. Track crashes and errors by device, app version, timeframe to help fix the issues within the app. Web-to-app, app- to-app, LTV, cohort analysis, and cross-product capabilities. It is a set of measurement capabilities ranging from acquisition to attribution.
  23. 23. App measurement considerations User acquisition In-app analytics Post-install optimization Crash analytics Attribution We have 2 SDKs with complementary app measurement capabilities... Conversions SDK has strong acquisition and optimization capabilities. With AdWords powerful CO algorithm, customers can optimize user acquisition based on post-install events, de-dupe prior installs, and track conversions from deep-link and re-engagement campaigns. GA SDK offers rich in-app analytics, post-install optimization, visibility into mid-to-lower funnel downstream activity, and crash analytics. Install attribution

×