Webinar deck: iLoop Mobile - Mobile Analytics

The Future of Mobile Analytics

Why Effective Measurement Is a Foundation
for Successful Mobile Programs

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

1

Agenda

• Intro to Webtrends & iLoop Mobile
• Problem Definition
• Eradicating Data Silos
• Mobile as a part of Digital eCRM
• Mobile Measurement
• Maturity Scale
• What Should be Measured?
• Taking a 360º approach
• Case Studies – Brands Who Understand Importance of
Measurement
• Q&A


2

About iLoop Mobile

• Industry leading technology and services make it fast and easy
to create, manage and analyze mobile marketing campaigns
and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform for creating state-of-the- McDonalds: Enjoy one
art SMS/MMS campaigns, mobile sites, POS mobile coupons, FREE Small McCafe. Code

LBS messaging and other mobile marketing initiatives 34d83w Exp.1/6/10 Text
HELP for help. Text STOP
to cancel.

• Industry leader in mobile marketing strategy, managed service
campaign delivery and professional services

• Campaign design that achieves mission critical marketing
objectives, answering the individual needs of customers

• Customers include Fortune 500 brands, agencies, media
companies, and other tier-one companies


About Webtrends

• Founded the web analytics industry in 1993 and
recognized as undisputed global leader in digital (web,
social, mobile) analytics

• HQ in Portland and offices in London, Sydney, Tokyo,
Paris, Milan, Beijing & Singapore

• Help our customers turn data into insights and understand
customer behavior across a broad array of digital channels

• Industry’s leading mobile analytics solution which
effectively brings together mobile web, applications, and a
host of other key mobile data into one comprehensive
platform

• Partner of choice for some of the leading brands in mobile
today


IAB Study on Mobile

Study undertaken by Ovum. Published July 2011

• Over 50% stated that they are treating mobile as
integral to advertising strategy
• 35% revealed they will increase spend by over
50%
• 60% revealed smartphones are a high priority
• 31% stated they are actively developing tablet
apps
• 69% stated their largest frustration is lack of
standardized metrics/measurement.


5

Mobile Program Measurement – Current State

63% Don t
Know or
Haven t
Measured


OCT 2010 Thomas Husson – Mobile Strategy
APR 2011 Joe Stanhope – Mobile Measurement Imperative
• Less than 1/3 of global brands have developed a mobile strategy
• 2/3rds 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 an imperative


Was last year 2010 or 1999? Mandate

I don t know what a n
APP
website is, but I know I
need to have one.

Experimentation


38% are
dissatisfied
with branded
apps …
Source: EffectiveUI 2010


Eradicating Silos - Consumer Centric Marketing

Media/Channel Silos Consumer Centric View
Mobile!

Social! Mobile!

Site! Social!
Site!

Email!

Search!
Search! Email!
Display!

Display!


Breaking Down Mobile Silos – informing eCRM

Email

WWW Analytics

eCRM Database
Social Media

Search

Display

Mobile

Offline/Direct Response


Mobile as a Part of Digital eCRM


Insights come from across digital channels


And provide an array of key metrics


Important measurement points/metrics apps.

App Overview People
App Overview Dashboard Geo: Countries
Geo: Countries + Languages
Content and Events Geo: Languages
Categories Key Metrics: Daily
Categories: Screens Sessions: Duration
Screens Sessions: Frequency
Screens: Exit Users: New + Returning
Errors
Events Technology
Events: App App Versions
Events: Conversions Carriers
In-App Ads Connection Types
In-App Searches Devices
Media: Titles OS
Media: Types OS + Devices
Outbound Links
Products
Products: Types


Mobile Measurement Maturity Model


Mobile Measurement Maturity Scale

Number of Usage and Effectiveness and
Downloads Engagement optimization


Essential Channel Measures
Adoption
– App downloads
– Site or app visitors Adoption
– App usage (% of DL)
– SMS/MMS subs
Engagement
– Frequency (visits/visitor)
– Depth (events/visitor and duration) Engagement
– Retention rate (% returning)
– Message response history
Effectiveness
– Objective oriented conversions
Effect
– High value activities


Planning Mobile Measurement

• Start early
• Involve stakeholders
• Think about distribution Usage Rate

and format
• Find means to measure
ALL mobile traffic/
interactions
• Focus on critical measures


Demonstrate the Value of the Mobile Channel

• Baseline performance
• Understand existing
mobile traffic/
behaviors
• Compare channels
• Monetize actions
• Allow appropriate
depth
• Discover optimization
opportunities


SMS/MMS Messaging Metrics: Standard Carrier Data

• Timestamp: The date and time the message was delivered
• MSISDN: The phone number of the participating end user
• Operator: The carrier network associated with the phone #
• Prefix: The keyword associated with the campaign
• Short Code: The short code the campaign is running on
• Price Point: The price point associated with each message Standard SMS Traffic Log Report
• MT Count: The number of messages delivered
• Request: The actual message sent from the end users handset
• Response: The actual message delivered to the handset
• Message State: The state of the final message (i.e. Message
Delivered, Sent to Aggregator, etc)

SMS Analytics

SMS/MMS Analytics: Overall Campaign


SMS/MMS Analytics: Individual Campaign Performance


SMS/MMS Analytics: Individual Campaign Participation


SMS/MMS Analytics: ROI & Goal Benchmarks


Measuring Mobile Website Traffic

• Understand trend of mobile
traffic to site and device
composition
• Insure solution measures all
mobile traffic—not just smart
phones
• Monitor adoption and top-line
performance
• Assess and optimize effective
drivers of traffic
• Prioritize design decisions based
on device information
• Track engagement
• End game—optimize user
experience, prioritize resources
& drive conversion!


Build an App—What Platform(s) to Prioritize?


Optimize Tracking for Native Apps

• Integrate of tracking methods into
applications
• Create standard and custom events
• Solution should provide auto-queuing
for optimal performance and offline
capture
• Should allow for visitor identification
and opt-out options


Case Studies – Brands that Get It


Fandango

Fandango is continuously improving their app by focusing on developing an
understanding of customer acquisition, interest in movies, theater locations, and
tracking conversion through app purchase process.

One of the key benefits delivered by the metrics was the ability to confirm that we were
on the right track. There always needs to be some level of intuition but Webtrends
helped us to eliminate the grey areas and the guesswork.

Mark Challinor, Director of Mobile, Telegraph Media Group © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

With the viewing and readership data that Webtrends captures as users enjoy
magazines online and offline, we are able to continuously improve the relevance and
utility of our offering to keep subscribers increasingly engaged over time.

Jeanniey Mullen, CMO of Zinio © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Planning for success in mobile marketing

• Build a mobile measurement strategy that aligns your objectives to
measurable activity.
• Provide guidance and best practices to agency/technology partners
to ensure you are collecting and reporting on the right data.
• Use this data to identify opportunities to improve your mobile
marketing programs and user experience.
• Treat mobile as key part of digital eCRM and not some stand alone
medium!
• If your agency or technology partners cannot show program
measurement that goes beyond downloads or page views then don t
undertake campaign!

• Make
Measurement
a
Central
Part
of
Every
Mobile
Program!


Unified Digital Marketing Analytics


Thank You

Michael Ricci Michael Ahearn
Vice President – Mobile Vice President Strategic Marketing
mike.ricci@webtrends.com michael.ahearn@iloopmobile.com

@MobileNTRactv @iloopmobile

http://www.facebook.com/webtrendsmobile http://www.slideshare.net/iloopmobile

http://www.youtube.com/webtrends http://www.linkedin.com/company/iloop-mobile


Webinar deck: iLoop Mobile - Mobile Analytics

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