Digital marketing ppt 4 unit

Dr. Ravindra
Assistant Professor
Department of Commerce
Indira Gandhi University, Meerpur,
Rewari
Digital Marketing
Unit - 4
2/17/2021
1 Dr. Ravindra, IGU, Meerpur, Rewari

Mobile Marketing
2/17/2021
Dr. Ravindra, IGU, Meerpur, Rewari
2
Introduction
‘Mobile enables you to reach the best friend of 2 billion
consumers worldwide.’
By: William Ogle, CMO, Motorola
Mobility
The mobile phone has become a ubiquitous device across
the globe. For consumers, it is like their best friend. No other
media is as personally close to a consumer as his mobile
phone. Users today, use this personal device for a plethora
of activities like messaging, photography, entertainment,
shopping, navigation, banking, searching and a lot more.
The platform also offers innovative mechanisms like
personalized, location-based interactivity that were earlier
not possible on other media platforms. The level of personal
engagement that the cellular platform provides for
consumers has immense potential for marketers. Mobile as
a marketing medium is growing exponentially and is
opening newer avenues for the consumer's engagement.

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The Mobile Marketing Association (MMA) defines
mobile marketing as, ‘The use of wireless media
(primarily cellular phones and PDAs) as an
integrated content delivery and direct response
vehicle within a cross-media marketing
programme.’
Mobile marketing involves personalized delivery
and engagement through interaction. Leveraging
on the ubiquity and continue availability of the
mobile device in a consumer’s personal space,
Dushinski provides a smart definition of mobile
marketing as, ‘Mobile Marketing connects
businesses and each of their customers (through
their mobile devices) at the right time and the right
place with the right message and require the
customer’s explicit permission and active

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Evolution of Mobile Technology: The first mobile
phone call was made as far back as 1973. The first
mobile handset weight 1.1 kg and took 10 hours to
recharge. The first mobile phone network, based in
Japan, was set up in 1979. The first 2G phones were
introduced in Finland in 1991, and the first text
messages were sent in 1993.
The early nineties saw a widespread popularity of
multimedia content like ringtones and wallpapers on
mobile phone. In the last nineties, smart-phone started
to emerge with the additional feature of mobile web.
Later on, with the advent of 3G technology, new phones
enabled high-speed data transfers and multimedia
content. More and more sophisticated devices with
higher quality display and sound and software
capabilities enhanced the mobile usage experience.

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In India, mobile phone was launched in 1995. BPL
Mobile launched GPRS in February 2002. Few
years later in 2010, Tata DoCoMo launched 3G
Internet; and currently, people are using 4G LTE
that was launched by Airtel in April 2012 and soon
the users will hear about 5G Internet.
Types of Mobile Handsets: Based on features and
the advancement of technology, mobile handsets
can be classified into four types, namely – basic
phones, feature phones, smart-phones, and tablets.
Handset are four types;
(i) Basic Phone: These were the earliest phones that
were used solely to make calls and send text
messages. They had a long battery life because
they had simply, low and basic functionality. They
did not contain any features of graphics and sounds

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(ii) Feature Phone: The feature phones are
comparatively advanced as compared to the basic
phones. They have colour displays and multimedia
sound options. The mobile software runs on the
proprietary platform. They may or may not have a
camera, media player and GPS. They usually do not
have a touch screen, but may contain a QWERTY
keypad for the ease of typing.
However, some feature phones are equipped with
browsers, but the falling cost of smart-phones is
gradually making the simpler phones obsolete.
(iii) Smart Phone: These are already larger sized and
technologically advanced mobile handsets with rich
features including high-resolution display, touch screen
interface and built-in-mobile operating system such as

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GPS features and the ability to access both Wi-Fi
and mobile Internet networks such as 3G and 4G
LTE.
(iv) Tablets: These are a blend of both mobile and
laptop. This product category was revitalized by
Apple’s launch of the iPad in 2010. Tablets share
the common user interface and operating systems
with the smart-phones, but have a bigger screen,
making it visible closer to a desktop or laptop
screen experience. The screen is enabled with a
touch-screen interface. Although tablets are not as
pocket-friendly and portable as smart-phones, their
screen size allows for comfortable reading, movie-
viewing, browsing and gaming experience.
9.1 Mobile Usage: let us now examine how many
people use mobile phones and how marketers can

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9.1.1 Mobile Penetration Worldwide: Table shows
the number of mobile phone users for different
countries in Asia-Pacific. India ranks second
regarding the number of mobile phones users but
lags in penetration as the percentage of population.
Table: Mobile Phone Users and Penetration in Asia-
Pacific by Country
Mobile Phone users (Millions)
2014 2015 2016 2017 2018
China 1003.00 1004.00 1056.00 1071.00 1081.00
India 581 638 684 731 776
Indonesia 137 149 161 173 184
Japan 105 106 106.4 106.8 107.1
Hong Kong 5.8 5.9 6 6 6.1
Singapore 4.6 4.7 4.8 4.9 5

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Mobile Phone user penetration (% of Population)
9.1.2 Smart Phone Penetration Worldwide: We live
in a world
in which almost half of the mobile phone users are on
smart
phones. India has surpassed the US to become the
second largest
2014 2015 2016 2017 2018
Japan 82.6 83.5 84.0 84.5 84.9
Singapore 81.8 82.8 83.2 83.8 84.1
Hong Kong 81.6 82.6 83 83.4 84
China 74 75.9 77.3 78 78.5
Indonesia 54 58.3 62.5 66.5 70
India 47 51 54 57 59.8

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shows smart phone user base in millions across
countries.
Table: Smart-phone User Base 2016 – 2018
9.2 Mobile Advertising: The mobile advertising spectrum
ranges from short messages service (SMS) text to
interactive advertisements. The size of mobile Internet
advertising is expected to grow manifold over the next
few years in India. The mobile Internet Ad spending in
India in millions US dollars are as follow:
Country/Year 2016 2017 2018
China 563.3 599.3 640.5
India 204.1 243.8 279.2
US 198.5 211.5 220
Indonesia 65.2 74.9 83.5
2013 2014 2015 2016 2017 2018
26 79 173 347 589 943

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9.2.1 Mobile Advertising Models: There are two mobile
advertising models, namely – (i) on-device advertising,
and (ii) off-device advertising.
1. On-Device Advertising: Through on-device
marketing, marketers can engage consumers on their
mobile devices through two routes, namely- network
based and off-network advertising.
a. Network-Based Advertising: It entails the use of the
mobile networks like Airtel through the
telecommunication services of voice-calling, sending
SMS and through the WAP (Wireless Application
Protocol) provided by telecom service providers. WAP
is an inbuilt portal for consumers to access specific
data services like stock market tracking, horoscope,
news, sports headlines etc. WAP mobile ads are pay-
per-click ads that appear on the user's mobile screens
only when they access content on their WAP portals.

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b. Off-Network Advertising: With the growing use of
smart phones, mobile web, 3G and Wi-Fi
connectivity on mobile handsets, consumers have
the opportunity to directly engage with content and
activities that are being offered by the Internet,
despite the telecom network. It includes interaction
with mobile applications (apps) and use of social
media on mobile. Consumers download and run
apps on their mobiles which have inbuilt display
ads. Many brands also develop branded apps that
directly keep consumers engaged.
2. Off-Device Advertising: The above-discussed
advertising models are on-device i.e., the brand
directly engages with the users on their mobile
device. There is another type of mobile advertising
that involves consumer engagement via the mobile

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traditional media. Such advertisements have interactive
call-to-action messages where brands urge consumers
to participate in contests or offers by sending an SMS or
missed call to a toll-free number.
The activities in off-device advertising can include the
following calls to action:
• SMS PINs for redemption — In this, loyalty program
members can send an SMS to a brand-owned unique
number to avail reward points. For example, credit card
companies like Citibank or retail stores like Shoppers
Stop advertise about their reward scheme 'Send an
SMS REWARDS XXXX (last four digits of your credit
card number) to 52484 to avail reward points:
• Barcodes/QR codes
• Game/Application downloads
• Ringtone downloads
• Image downloads
• Missed calls to a given number

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9.2.2 Advantages of Mobile Marketing: There are some
advantages of advertising through mobile phones. They
are as follows:
• Lower Cost and Efficiency: Mobile advertising is less
expensive as compared to other traditional media
channels like TV, print, etc.
• Relevant and Accurate Data for Powerful Analytics
and Targeting: Since the mobile is a personal device,
the marketers will be able to track the response of the
consumer at a personal level, leading to higher
accuracy which is not possible in traditional mass media
which is consumed at a group level.
• Better Engagement: Connecting with consumers on
their personalized device, in a personalized manner
helps to build excitement and engagement.
• Use Context and Profile: Since mobile devices are

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consumers in different contexts and locations,
thereby tailoring the message to suit the context.
• Dedicated Mindshare: The mobile is a handheld
device that is actively used by the consumer and is
consumed alone, by choice
any engagement on the mobile will have a
dedicated mindshare as the user will not be
distracted by other activities.
• High Reach: The sheer volume of mobile
penetration provides huge reach potential for this
media.
• Localized and Targeted Communication: The
presence of GPS in mobile phones allows access to
a consumer's physical location and local businesses

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• Real Time Engagement and Two Way Interactivity:
Unlike traditional media, mobile allows for two-way
interaction in real time through voice, chatting, gaming,
etc.
• Media Dark Communication: Mobile has a universal
reach; even in the remotest parts of rural In which does
not have much access to other traditional media like TV
and print.
• Personalized Communication: Mobile allows for a
personalized communication on every phone, thereby
not having to spill over the same communication to an
unwanted audience. Different markets can be shown
different ads, and different individuals within the same
market can also be shown different ads.
• The Versatility of Message Formats: The mobile
platform allows for the use of different formats like text,
images, voice, video and other interactive formats.

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range of tools to reach and engage consumers on
their mobile devices. These media can be paid,
owned or earned by the brand. It is referred to as
the POE framework of mobile marketing.
9.3.1 Paid: The paid form of mobile marketing
involves the buying of mobile media avenues, which
Includes text messaging provided by telecom
services, call services, audio real-estate available in
the waiting lines of inbound and outbound calls
made by consumers, WAP portals, mobile website,
etc. The paid mobile marketing content can be
divided into four formats, namely—(i) text, (ii) voice,
(iii) display, and (iv) video.
1. Text: The text format involves the user of Short
Message Service (SMS) which is an exchange of
160 characters textual content from one mobile

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every mobile device, including, the basic and feature
phones, making it easy to reach a wider audience.
Although it would be helpful only if the target audience
is literate, the text facility is now available in local
languages as well. The local language helps connect
even with the non-English reading/speaking audience in
India.
Messages can be sent from a PC or server application
to multiple recipients at once, which makes it a highly
scalable tool for mobile advertising. Texting is twice as
popular as compared to other mobile activities like
browsing or app usage. Hence, the ubiquity of text
usage makes it relevant for mobile marketing.
Text messaging serves a key role in marketing goals
like deal alerts, event reminders, and persistent CRM to

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a. SMS Push: SMS push involves sending an entire
advertising message to the consumer via a 160-
character SMS ad. There is no primary non-
advertising content in the SMS. It usually contains a
short call to action or an announcement of an offer. It
is compatible with all phone types and the low clutter
in the messages leads to high read-rate.
Although SMS ads are ideal for announcements,
reminders and instant reach to build up, marketers
can make them more engaging, especially among
consumers with the web-enabled smart-phones, by
adding the following elements in the SMS ads;
• Text content, such as product information, informative
tips, polls or trivia questions.
• Links going to a mobile website.

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• Links to maps, such as for store locators.
• Click-to-call links, leading consumers to retail
stores or call centers.
• Multimedia, such as images, videos or ringtones
b. Tag Footers: Tag footers are shorter ads (between
20-60 characters) that are appended at the end of a
primary non-advertising SMS received by the
consumer. This ad space is bought by the brand by
paying the telecom service provider.
c. USSD: USSD refers to Unstructured
Supplementary Services Data. The under sends
alphanumeric characters via SMS, which interacts
with service providers’ computers and hence two-
way exchange of data happens. USSD is used, for
example, in mobile banking by sending codes for

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Short Codes and character strings are used
commonly by brands to enable a consumer’s
participation through SMS. If you have watched
reality TV shows like Indian Idol, you would have
come across the mobile voting mechanism where
the instruction says ‘SMS IDOL to 12345’. Brand
can register short codes, which are special numbers
like 12345, 565656, etc. Text voting is popular and
an easy way to engage with consumers. It is ideal
for contests, interactive programme and information
delivery.
d. Rail Sampark: There are a large number of
inquiry-based calls made to the Railways Inquiry
helpline number, 139, on a daily basis. Brands can
leverage the contact by a tie-up with Rail Sampark.
160-character text ads can be sent as a follow-up

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2. Voice: The basic functionality of a mobile phone is to
make and receive voice calls. Voice usage does not
require advanced handsets. It can be easily done in
regular phones without any apps or mobile web.
a. OBD: OBD stands for Outbound Dialer. It involves
mass calling to consumers with a pre-recorded audio
message and helps achieve maximum potential reach.
It is also compatible with all handsets. The Literacy
rate and comprehension are not a barrier even in
remotest areas, thereby making it suitable for rural
India. It can build announcement as well as
engagement campaigns. The available advertising
options are outbound call with pre-recorded voice
messages, interactive voice response (IVR) systems
and missed call numbers for consumer participation.

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tunes or caller tunes. When a person calls up another
mobile number, instead of listening to the ringing sound,
they listen to the caller tune. Brand jingles can be used
as caller tunes to make the campaign viral. Generally,
subscribers pay Rs. 30 per month and Rs. 15 per song
downloaded for ring back tunes. The caller usually gets
the jingle ‘free’ at no download cost. The jingle gets
virally promoted due to caller’s listening to the caller
tune every time they call.
Another variant of CRBT is AdRBT, which is Ad Ring
Back Tone. It replaces the ringing tone with ad
messages.
c. Mobile Radio: Mobile radio is a unique mobile platform
that is effectively used in rural India. Mobile radio is a
substitute for the unavailability of FM in interiors of
India. More than 20 million users have subscribed to
paid mobile radio service on Airtel, BSNL and Idea.

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of IVR-based contests. Rural India is majorly a listening
market and can be conquered by simple marketing
tools. It is predominantly a dark media market with a
limited reach of other traditional media. Lack of access
to other sources of entertainment makes mobile radio
an important source of entertainment and brand
engagement in rural India.
d. Rail Inquiry – 139: As a mobile marketer, if you think
about the places and contexts where a consumer is
captive and waiting in queue on a call, you can include
your voice messages to engage the consumer. The Rail
Sampark helping number, 139, generates heavy
inbound traffic on a daily basis. On an average, 8 million
people, in 15 language, from all over India call on 139
per month for railway inquiry. Thus, it provides an

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reach the service executive on call. There is zero
avoidance because the consumer cannot avoid the
jingle. It shows for exclusive jingle placement without
any ad clutter.
3. Display: Display advertising on mobile involves
various types of banners that appear on mobile
websites or within mobile apps. It helps to achieve
goals of branding, engagement, content download and
attracting traffic to the brand’s mobile website.
Consumer engagement can be built around the post-
click experience of the banner. Mobile display ads can
appear on both feature phones and smart-phones.
However, basic phones do not support display ads.
a. WAP Banner Ads: Smart-phones have full Internet
browsers and can access all sites. But feature phones
can access only mobile-specific pages. For reaching
such customers. WAP mobile ad and WAP site has to

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portals in the form of WAP mobile image ads, table
enlists the possible placement of display ads across
different types of handsets.
b. In-App Ads: In App ads involve the use of
clickable banners of
different sizes that appear within a particular
mobile app that is
Where Mobile Ads Can Appear Ad Types
On feature phones •WAP mobile text ads.
•WAP mobile image ads.
On mobile devices with full
browsers, such as smart-phones
or tablets.
•Text ads.
•Image ads.
•App promotional ads.
Within apps on smart-phones or
tablets.
•App promotion ads.
•Image promotion ads.
•Video app promotion ads.

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being used by the consumer. There ads can either
be static, animated or interactive. Consumer
download and use various apps for different
purposes. The selection of the app can be made
from the genre that matches with the brand. For
example, an entertainment brand may put their ad
in entertainment news or gaming or movie-related
apps. Similarly, education or sports-related brands
can put their ads in education or sports-related
apps. Beyond genre, marketers can also target
apps based on the demographic profile of the app
users. Apps should be chosen on the basis of their
popularity based on the number of installs. The
choice of an app should also have a fit with the
brand image.
Different mobile devices have different screen sizes

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sized definition for a mobile display ad.
c. Rich Media on Phone: Dynamic, rich media
content in the form of interactive elements can be
created for smart-phones. Branded content can
leverage the features of a camera, touch-screen,
gyroscope or movements, calendar and map
features to physically engage the consumers.
d. Native Ads: Native ads are sponsored ad content
that appears on the mobile device, which naturally
blends in form and function with the user
experience of the mobile web page. They should
match the visual design and experience of the web
page and look and feel like natural content. Google
ads, sponsored updates in LinkedIn and ‘sponsored
post’ in Face-book are examples of native ads.

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of 10 to 15 second video ads that appear before or
after a video content. They can also include full
page videos that overlay the entire screen. Every
month, 480 million views are registered on mobile
web with 60 million unique users across mobile
video sites. The video growth is not only
significantly huge from high-end smart-phones and
3G/Wi-Fi connections, but also can be seen from
smaller towns where mobile acts as the first source
of entertainment. The medium is helping in reaching
out to a new audience where TV struggles either
with reach or is less efficient.
a. Pre-App Video Pre-rolls: When a user open an
app, a short video ads plays before the app starts
or loads.
b. Ads on Live TV Mobile Apps: Many TV channels

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channels. The maximum duration of ads on live TV
mobile apps is 30 seconds, whereas, the
recommended duration is 20 seconds. Brands can
seamlessly include their video ads, similar to the TV
ad breaks, in three ways:
(i) Pre-Roll Ad: A video advertisement shown before
the video content.
(ii) Mid-Roll Ad: A video advertisement appearing as
a break during the video content.
(iii) Post-Roll Ad: A video advertisement showed
after the video content has ended.
5. Diversity of Paid Mobile Marketing Tools: As
discussed in the previous section, mobile offers a
plethora of paid avenues for advertising and
consumer engagement. However, all these

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marketing. Hence, marketer need to choose the tool
as per their marketing objectives.
9.3.2 Owned: In addition to buying the mobile media
space through paid advertising, marketers can also
create their own mobile media spaces. These areas
includes brand’s mobile websites and mobile apps.
1. Mobile Websites: The mobile web consists of
mobile-friendly websites that are accessible via
mobile devices. Along with mobile sites, the mobile
web includes mobile search engines, mobile
advertising and pay-per-click ads that are only
displayed on mobile devices. Around 20 percent of
web traffic is from mobile devices. Mobile websites
have a different user interface than desktop sites

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A brand website accessible on mobile provides
advantages of user engagement, interaction, and
benefit from local search. Brands that already have
a desktop version of their websites may resort to
creating another website that is configured for
mobile usage. This results in two different websites
with unique URLs and would require the brand to
market the two URL separately and let the users
decide which URI to use based on their choice of
device. However, this would lead to too much effort
and confusion for the consumers and may
undermine their user experience on either device.
Table in the next slide summarizes pros and cons
of a mobile website.

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Table: Pro and Cons of a Mobile Website
a. Responsive Sites: Responsive website design
offers the opportunity to create websites that adapt
across multiple devices. Responsive sites entail the
use of both HTML5 and CSS3 coding languages to
modify the layout according to the
device that is being used. There is a single common
URL that
Pro Cons
User Experience Multiple URL
Speed Maintenance
Benefit from local search Not Universal Compatible
Immediately accessible Alienate the feature phone users.
Easy to execute

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adapts to all the devices – desktop, tablets and smart-
phones from where it is accessed. Since the same site
works across multiple devices, you have just need to
have one website that looks equally well on all types of
devices. Responsive websites offer the following
benefits:
• Economy of design.
• Reduced long-term cost of ownership.
• A single website- easier to administer.
• A single URL – no redirects.
• Easy SEO – no need to create specific content for
mobile devices.
• Easy marketing.
b. Best Practices for Mobile Website: The mobile
website should be simple and easy to navigate and
should ideally leverage the other functions of the mobile

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Make it Easy to Buy or Contact the Brand
• Compress images to keep them small for faster site
loading.
• Reduce the number of steps needed to complete the
transaction.
• Keep forms short with the fewest number of fields
possible.
• Use check boxes, scroll menus, lists to make data entry
easy.
• Use click to call functionality.
• Integrate with calendar, map functions for information
on the business location and office hours. Use GPS to
responsible.
Simplify Appearance and Navigation
• Reduce large blocks of text and use bullet points.

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• Do not use excess graphics, long articles or large
files for download.
2. Mobile Applications: The app ecosystem is
growing rapidly with Google Play Store having a
huge repository of more than 1.6 million apps and
Apple Store having 1.5 million apps. These app
marketplaces have made it easier for users to find
apps of interest to them.
Marketer can develop branded mobile applications
and upload the same on online app stores, such as
Google Play Store or Apple iTunes. The apps can
be related to retail, health and lifestyle, games,
sports and beauty, news update or plain
entertainment. They cater to the entertainment,
information, gaming and self development needs of
consumers.

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separately downloaded from app stores, and they run
on mobile devices independent of the browser. Mobile
web apps run inside the mobile browser. Native apps
are created differently to suit different operating systems
like iOS and Android. The Android OS dominates the
Indian market. Apps are not a replacement for a mobile
website, and it can help supplement the website by
providing better consumer engagement.
The app ecosystem includes the mobile handset
manufacturers who influence the dimensions and
functionalities of the devices, the operating system, the
telecom providers and the mobile app stores.
a. Best Practices for Mobile App Design
• Keep the Content Simple and Crisp: Avoid
complicated and heavy content and make the app do
exactly the task that it is meant for. Functions should
be added only if they cater to the primary purpose of

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• Do not Simply Recreate your Website: The app
should he engaging and personalized and not just be
an information provider like a website.
• Enable Sharing: The app should have explicit options
for sharing one's activity with others through various
avenue like Face-book, Twitter, SMS, Whats App, etc, It
will help in spreading awareness and in increasing
awareness and increasing social engagement.
• Ask for Feedback: Consumers should be asked for
feedback directly from within the app instead of waiting
for them to post their reviews on app stores. Use this
feedback to improve your app regularly.
• Make the Interface Clutter-Free: Do not include too
many text and image elements in the user interface.
The smaller screen size should be taken into

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followed. The navigation buttons should be too small
and close to each other because it will make it difficult
to click them discretely.
b. Mobile App Marketing: Just like how any new product
developed by a marketer need to be marketed to
consumers, a branded app also needs to undergo
planned marketing efforts to gain awareness and usage
among consumers. A new app needs to undergo a
stringent test pre-launch, an intense campaigning
during launch, and a robust tracking post launch.
Pre – Launch Planning: Once your app has been
developed, it is paramount to ensure that the app runs
smoothly without any glitches. If the consumer comes
across any errors while using the app, it will be an
embarrassing situation for the brand and may
deteriorate its image. Hence, the following aspects
should be taken care of:

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loading time, appearance of content, navigation,
intuitiveness of content flow, and also check if all
buttons are working and if any functions need to be
added, removed or modified.
• It is important to get inputs from early consumers and
have them co-create the application.
• Publish teasers and behind the scenes’ content to
generate excitement around the application.
• It is good to use beta testers and influencers to give
inputs and recommend the app organically through
references.
• Be ready with PR strategy.
• Distribute the press kit and other launch materials to
review sites and media houses for consideration.
• Ensure that the app has been approved by the app
store well in time for the planned media launch.

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Acquire Users: Similar to any other promotional
campaign, the app, once launched in the app stores,
need to be promoted across media channels. The
media can he paid, owned or earned. Paid media
includes all the mobile marketing platforms discussed
earlier, like mobile display ads, SMS, etc. The owned
media includes the brand's website, social media
pages, and App Store Optimization (ASO). Earned
media involves spreading the world about the app
through PR and blogs written by influencers, which is
called influencer outreach.
For app store optimization, the following must be kept in
mind:
• Optimization of App Title: Similar to SEO, one must
put keywords in the title.
• Optimization of App Description: Place your unique

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• Optimization of App Keywords: Identify keywords that
will drive potential search traffic. If short tail keywords
are intensely competitive, then try long tail keywords.
The marketer must know the keywords for which the
app ranks higher and the keywords for which
competitors rank higher.
Some app stores allow marketers to include app
preview videos. Attractive screenshots may also entice
users to download the app.
• Rating and Reviews: They are an important part of
ranking algorithm for app searches in app stores. They
are hence very important for app discoverability.
The following factors are considered by app stores for
calculating app ranking in the search result:
• Ratings/review quality.

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• Download count.
• App usage statistics.
• Uninstall rate/User churn.
• Keyword density.
An increase in app rating leads to significant
increase in app store conversions.
Reviews validate ratings and provide feedback to
the marketer. It is imperative to make sure that the
latest 7 to 10 review are positive.
Apart from organic user acquisition, paid channels
such as search engines, banner ads on websites or
ads on social media can be used to drive
conversions.
App Tracking Post Launch: Once the app is

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stores, you will be able to access the data on the
number of app downloads and the user profiles. You
can also obtain data on the frequency and duration
of app usage. Furthermore, active listening is also
an important element, which involves an analysis of
the online reviews, and ratings that consumers
provide for the app.
Retention and Engagement: May user uninstall
the app of have reduced usage of the app after
installing. Continuous engagement and regular
updates are vital for retaining the users’ interest.
Identifying more features that users need and
improving the user experience is crucial for
retaining the users. With 10,000 new apps launched
in app store every day, one can imagine how
challenging it is to make users overcome the

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retention rate is less than 20 percent.
User engagement cannot be improved by looking
at static data or focusing on only metric. It is best to
examine both behavioral data (what users are doing
on the app) and profile attributes (who are the
users) over time. Campaigns for improving user
engagement will work only with a deep
understanding of users and what they want from the
app experience. Customizing your retention
strategy for different audiences is important as
shown in table.
Table: Retargeting Strategy Based on User Type
User Type Retargeting Role
Inactive users Entice them to use the app.
Active user Promote premium services.

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Marketers must identify the roadblocks to good app
experience and identify high-risk users and
proactively prevent churn. They should understand
what behaviors are related to conversion and
proactively encourage them to get mobile ROI.
They should ask loyal users to spread word of
mouth amongst their friends, rate and review the
app in app store and provide inputs on new features
they desire.
Recent buyers Upsell
Heavy shoppers Drive repeat sales; cross-promote.
Users about to purchase Identify and bring them to your app
Cart abandonments Invite to complete transaction
Segment target lists Specified messaging for each target group.

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One of the most effective methods for app
engagement is app messaging. It includes push
notifications, which reach app users even when the
app is not open on their device, and in-app
messages, which reach users while the app is
open.
In march 2015, Localytics, an analytics company,
examined the number of times an app was used
during the first 6 months after its installation based
on whether push notifications were enabled or
disabled. It was found that 56 percent of app user
who used the app at least11 times had push
notifications enabled whereas only 37 percent of the
heavy users had push notification disabled. The

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Marketers must implement deep links within the
app to measure the performance in different
sections of an app.
9.4 Mobile Marketing Features
9.4.1 Location-Based Services or Proximity
Marketing: Brands can leverage the GPS
functionality of the device to track the location of the
mobile and hence the location of the consumer and
deliver relevant local messages. Proximity
marketing involves sharing of marketing messages
relevant to a particular place. For example, if a
consumer is located on MG Road in Bengaluru and
is searching for a restaurant using the mobile’s
search engine, restaurant brands located in and
around MG Road in Bengaluru can send the

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9.4.2 Social Marketing on Mobile: A large portion of
social media usage occurs on the mobile device.
The probability of the mobile device enables
consumers to share real-time information about
their activities and locations in their social networks
like Face-book, Twitter, Instagram, etc. The check-in
function in Face-book allows tagging of locations.
This platform is especially effective among a
younger age group.
Social media on mobile is an effective tool for
marketing events where status updates with
hashtags can be used for social engagement.
Brand can create their special hashtags for events,
for example, for the IPL cricket match #IPL was
used to engage audiences following the cricket
match on Twitter. Along with status updates and

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consumers in competitions where consumers take
pictures of themselves engaging with the brand and
share it on social media platforms.
9.4.3 QR Codes: QR codes are like barcodes that can be
read by the camera of any mobile phone. These are
used in retail and print platforms to share the like to
mobile content. Smart-phone users capture the QR
code in their mobile to read the message or visit the
mobile webpage or app sponsored by the marketer.
9.4.4 Augmented Reality: Augmented Reality (AR) is a
technology of embedding or superimposing a virtual
object, text, image, graphics, audio or video on a real
world situation or real world environment.
Augmented reality is not just used in games, it can be
implemented in educational apps, travel apps, barcode

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used in any field with high-level R&D. There are
different solutions which can make use of AR and
augment the experience of the marketer’s
communication. Smart glasses, sixth sense technology
(using the camera, projector, etc.) and mobile phones
are some of the solutions available currently. Given the
nature of the technology of AR, it can be most useful for
the consumers and enhance their communication
experience if they can use it on the go.
Augmented reality executions can be broadly classified
into the following two categories:
1. Outdoor: Brands use a demarcated area in an
outdoor location or use the product if it is sizeable (like
a car) and entice the user to come near the
area/product. Once in the area, they engage the user
at a very high level through AR using the senses of
vision, touch or smell. It is usually achieved using
projection on a large screen.
2. Smart Phone: One of the most common forms of AR

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to an extremely engaging one. It could be done in
the following ways:
a. Maker Based (Quick Response Code): It is a
mass media advertisement where the basic details
about the product/service are printed on
newspaper or magazine. Along with the ad, there
is a QR code printed. The user can then scan the
QR code using an app and get more details
regarding the product, special offers like discount
etc. These work by having a software recognize a
particular pattern such as a barcode or symbol
when a camera points at it, and overlaying a
digital media at that point on the screen. It gives
the enhanced digital experience using the three-
dimensional or animated effects.
b. Location Based (GPS): In ARs using GPS, the

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camera is used to capture reality. Then an Internet
connection (for example, Wi-Fi) is required for receiving
the layer of additional information (like personalized
advertisement on a billboard, information on the nearest
restaurant, etc.) They use the ability of a particular
device to record its location and then offer data that’s
relevant to that location – finding your way around a
city, remembering where you parked the car, naming the
mountains around you or the stars in the sky.
c. Web-based AR: Some brands are harnessing the
power of the computers to deliver engaging consumer
experiences. User need to download application on
their computers and enable their webcams to activate
the augmented reality advertisement.
9.4.5 Gamification: There is a famous proverb ‘A picture
is worth a thousand of words’. A game comprises of a
thousand moving pictures and images within seconds.

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for your marketing and engagement strategy.
Gamification is defined as the use of game thinking
and game mechanics to engage users in solving
problems and has an enormous scope in
advertising.
The techniques involved in the application of
gamification appeal to the people’s tendency to
naturally compete, yearn for status and
achievement and express themselves. A recent
trend is the application of gamification techniques to
marketing communication. Major companies like
Coca-Cola have successfully invested in
gamification.
1. What are Intrinsic Customer Motivators?:
Some of the most commonly used motivators are
described as follows:

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• Always putting the customers in a win-win situation,
thus leveraging their innate sense of competitive
behavior and making them feel successful.
• Awarding the customer a sense of reaching a particular
social status by distinguishing them from their peers on
various criteria.
• Making the entire process easy to follow and structured
so that the customers feels in control and can easily find
any information they are searching for.
2. What is the Difference Between a Game and a
Play?: ‘Play’ is defined as that behavior that has no
rules governing it, while ‘Game’ is defined as that
behavior that has to adhere to strict rules.
3. What is Game Mechanics?: Game Mechanics are
constructs of rules and regulation that act as a base to

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non-gaming scenario. The combination of Game
Mechanics employed in gamification determines
how complex and interactive your game is going to
be.
4. What is the Most Popular Game Mechanics?:
• Achievements: Virtual/Physical embodiments of
accomplishing something.
• Appointments: User must log on or participate at
specified place or time to benefit.
• Bonuses: Rewards for having completed the
challenges.
• Combos: Reward for skill in doing a combination of
things.
• Countdown: Limited time to complete a task.

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• Free Lunch: Dynamic where players believes that out
of somebody else’s work, they reap the benefits.
• Infinite Game Play: Games that do not have a fixed
and explicit end.
• Levels: System by which players are rewarded for
aggregation of points, etc.
• Lottery: Dynamics in which the winner is decided
merely by chance.
• Points: Numerical value given for actions.
• Progressions: Dynamics which show the completion
of itemized takes resulting in the growth of success
granularly, like progress bars.
• Status: Rank of a player or current level of player.
• Virality: Game element that makes it necessary or
advantageous for multiple players to interact.

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9.4.6 Some Common Mistakes in Mobile Strategy:
Some of the common mistakes made by marketers
while developing a mobile strategy are as follows:
1. Tweaking Desktop Campaign for Mobile: Majority of
marketers still fall within the ‘shrink and squeeze’
stage for mobile, tweaking existing (offline and digital)
strategies to fit the mobile screen.
2. Using Historical CRM Data: Mobile marketing works
better with real time user data rather than historical
CRM data. Capturing moments such as when a user
walks into a store or when a coupon is about to expire
will enable more effective mobile marketing strategy.
3. Treating Mobile in Isolation: Mobile should not be
treated as just another marketing channel. A mobile
strategy should be in

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harmony with offline or digital strategy. For
instance, before sending a notification for an offer, a
company should known if the customer has already
been notified about the offer through another
channel or has already made a purchase.
9.5 Addressing the Diversity in India Through
Mobile: India is a diverse market with customer
profiles ranging from economy to luxury, from rural
to urban and from illiterate to highly-educated. This
diversity is also reflected in the type and usage of
mobile devices across the country – rural
consumers predominantly own basic or feature
phones and use mostly for voice calling, whereas
urban India is savvy with smart-phones and mobile
web. Within the urban markets, we have distinction
between metros and smaller towns. Hence, there

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India 2 and India 3.
9.6 Campaign Development Process: Mobile campaign
development is a systematic, step-by-step process,
dynamic in nature and takes into consideration the
feedback of the campaign performance. The flow of
steps in a mobile campaign development process is as
follows:
1. Get the Brief: Firstly, the marketing problem need to
be understood. The marketer is required to find out
the needs of the target market and the objectives of
the brand.
2. Define the Solution: Based on the objectives,
success measures or solutions need to be defined.
The brand’s objectives could be increase awareness,
trials, engagement or to build loyalty. In tandem with
the objectives, the solution can be defines as a mobile
as a mobile marketing program that aims to spread

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3. Choose the Mobile Marketing Tools: Based on the
campaign’s objectives and the target audience profile,
the campaign tools can be chosen. For example, an
SMS campaign for spreading awareness, especially in
rural markets.
4. Define Performance Criteria: Based on the
objectives, the performance’s success measures are
defined with regard to brand metrics like awareness,
purchase intentions, sales and imagery or equity
measures. Also, to measure the success of the
campaign, the number of views, clicks, downloads are
also taken into consideration.
5. Monitor and Modify: Once the mobile campaign is
launched, the performance metrics and the feedback on
the campaign need to be constantly monitored. If there
are any glitches in the performance, modifications
should be immediately made to improve the

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9.7 Tracking of Mobile Campaigns – Mobile Analytics:
Once a mobile campaign is launched, the tracking
process involves following the number of views and
clicks on the mobile ad and journey that the consumers
take from clicking the ad to visiting the landing page to
the final destination of the marketing objective – sales.
Tracking evaluates the campaign on Key Performance
Indicators (KPIs), which are measurable metrics defined
as per the campaign objectives. The KPIs for initial
engagement with the ad can include the following:
• Clicks to call.
• Clicks to a map or store locator.
• Click to offer.
• Clicks to a landing page or micro site.

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• Clicks to an app download.
• Clicks to a screen within an app.
• Time spent within the ad experience.
Once the ad is clicked, and the consumer becomes a
lead, the final conversion indicators can include:
• Sales/Orders placed.
• Coupons or offers redeemed.
• Mobile online purchases.
• Requests for information.
• Email or SMS sign – ups.
• Likes/shares on social media.
• Videos viewed.
• Polls or surveys completed.

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Introduction
Web analytics is the process of tracking, collection,
analysis, and reporting of web data. It provides a
number of key metrics which when analyzed can
provide actionable insights. It is performed to optimize
marketing activities over the Internet. Some of the tools
for web analytics are Stat-counter, Crazyegg,
Kissmetrics, Yahoo!, Web Analytics, Google Analytics,
and web trends. Now let us explore some major data
collection techniques for web analytics.
11.1 Data Collection
11.1.1 Web logs: Web logs or server logs are one of the
oldest data collection techniques that were built for
collecting information about server activity. It is
automatically created and maintained by the website’s
server. The logs consist proof details such as visitor’s IP
address

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date and time stamps, HTTP code, bytes served,
referrer, user agent, etc. These web log details are not
publicly available and require admin’s access to the
server where the website is hosted.
The process of weblog data collection is as follow;
(i) When the user inters a website URL in a browser, the
request is made to the server where the website is
hosted through one’s ISP. Hence, there are certain
data that their ISP shares with the web servers.
(ii) Then, the server sends the requested web page using
a browser to the user.
(iii) At the backend, that web server build an entry in the
weblog for the request. These log files capture data
such as page name, IP address, date and time stamp,
and browser of the user.

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Data in the log files is very cluttered as it captures
not just user behaviour but also search engine
robots’ behaviour. Usually, they are more useful for
technical purposes (detecting technical glitches
such as site down, tracking, etc.) and not for
business decisions. Hence one can use parsers (a
computer program) to clean the data and make it
amenable for marketing purposes.
1. Benefits of Weblogs: Some of the benefits of
using weblogs for marketing purposes are as
follows:
(i) Every web server has an inbuilt capability to create
log files whether we want or not. If any other tool
for web analytics such as Google Analytics has
not been activated one can use weblogs to
analyse user behaviour on their website. The

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(ii) Weblog is a useful source for tracking the
behaviour of search engine robots. Robots do not
execute JavaScript based data capture methods
such as Google Analytics. From weblogs, one can
know the frequency with which robots are crawling
and indexing your site.
2. Challenges with Weblogs: Weblogs have few
challenges such as:
(i) Page catching by ISP: ISPs keep a temporary
copy locally of the page served for a defined period
so that when the next time requests comes on the
same page, the request is met locally instead of
being sent to the server. This helps in cutting down
the time taken in serving the page, and the page
appears to the user to load faster thus enhancing
the user experience. What will be the implication of

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not going to the server, the log file will not be created
and hence metrics such as page views, visits will be
under reported.
(ii) Dynamic IP Addresses: With increasing number of
users being assigned with dynamic IP addresses using
Dynamic Host Configuration Protocol (DHCP), it
becomes difficult to identify unique users. Many times,
users with in an IP get allocated a new IP address each
time they connect to the web. This results in the
opposite effect of inflating the number of unique users
and visits in the weblogs because their IP keeps
changing.
(iii) Proxy Server: Proxy server is a network server that
acts as an intermediate between the user’s computer
and server on which the website is hosted. They help in
improving the server’s performance and its security.
When anyone uses proxy servers to access websites,

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some amount of time. It then intercepts all requests
to the server to see if it can match the request itself.
Since the request is not sent to the server, the log
file will not get created and metrics will be under
reported.
This can be best understood by taking an example.
Many users share IIMB server for the Internet using
some IP. Suppose, one user visits
www.seemagupta.info and another user visits the
same website, www.seenagupt.info, after 10
minutes, so the proxy server, instead of using the
bandwidth for requesting the main web server
where that website is hosted, serves the page itself
as it stores the website data for the users within the
same network. As the proxy server is usually on the
same network as the user, this is comparatively a

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to the actual server. Essentially, pages served by the
proxy server are not logged in the weblog files. This
leads to deflation of the unique visitors and visits.
It is recommended to use weblogs to analyze search
engine robots’ behaviour to measure the success of
your SEO.
11.1.2 JavaScript Tags: The JavaScript tag is define a
client-side script (i.e. JavaScript). The <script> element
contains scripting statements, or it may even point to an
external script file through the src (source) attribute. It is
commonly used in image operations, form validation
and dynamic changes of the content on the webpage.
let us understand how data capture works with
JavaScript tagging.
(i) The user types an URL in a browser.

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(iii) The web server sends back the webpage along with a
snippet of JavaScript code attached to the webpage.
(iv) As the webpage loads, it executes the JavaScript
code, which captures the analytics such as page views,
details about the visitor session and cookies, and sends
it back to the data collection server.
Process Exceptions
(i) If some more data is to be extracted, then the data
server sometimes send back extra code to the
browser and more data is sent to the data servers.
(ii) Web analytics tools such as Google Analytics and
Adobe uses these JavaScript codes. Google Analytics
sets first-party cookies are set by domain itself.
Because the Google Analytics code is enabled on the
website, it enables Google to set first-party cookies.
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one has disabled first-party cookies, then the
website cannot track their online behaviour.
11.2 Key Metrics: As shown in the figure, there are
three key metrics in Web Analytics – (i) Behaviour
Analysis, (ii) Outcome Analysis, and (iii) Experience
Analysis. The aim of these metrics is to get
actionable insights from the world of web analytics.
Experien
ce
Behavio
r
Outcom
e

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11.2.1 Behaviour Analysis: Behaviour analysis is
what traditionally called click stream data analysis.
It is the process of collecting, analyzing and
reporting aggregate data about which pages a
website visitors visits and in what order. The aim is
to infer the intent of the visitors.
1. Visits/Sessions: A ‘visit’ or ‘session’ is defined as
a series of page requests with a gap of no more
than 30 minutes between each one. When
someone visits your webpage, it is called a visit or
session.
(i) Click versus Visit: Click is when a person clicks
on an ad or a link. Upon clicking, the user visits
the webpage. In such a scenario, a number of
clicks and visits should be same. But it is not so.
Can you guess why? Users may click on the link,

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Sometimes the page is too slow to load, and hence
the user may close the browser. The click may be
1, but the visit is O. Some clicks may be
unintentional. Hence, the user may close the
browser or tab upon realization. Hence there is
always some difference between clicks and visits.
Typically, there is a drop of 10 – 15 percent
between click and visit. If clicks are 100, visits may
be 85. But if the difference is too much, then one
must check the load speed of the page.
(ii) Unique Visitors: Unique visitors are the number
of different users requesting webpages from a
website during a given period, regardless of how
often they visit those webpages.
Methods to Calculate Unique Visitors

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(i) Cookies based Method: A cookie is a small text
file placed in the browser of a device. Each cookie
has a unique cookie ID. Hence a count of all unique
cookie ups during a given time will be a website's
unique visitors. These cookies should be persistent
cookies and not session cookies. Persistent
cookies have an expiration date and are stored in
the computer. Session cookies do not have an
expiration date and expire upon closing the session
or browser. Google Analtics sets persistent cookies.
The information in the cookie is passed to Google
via the JavaScript tracking code installed on the
page. So, if a visitor has cookies disabled, or
JavaScript disabled, or both, then they are not

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Challenge in the cookie-based method is that if the
user deletes cookies, then the unique user cannot
be counted. Also, if users access from multiple
devices then since different cookies will be set on
different devices it will lead to inflation in the
number of unique users.
(ii) IP-based Method: In this case, unique users are
the number of unique IP addresses. The challenge
in this method is that same IP address can be
assigned to different users if they are using a proxy
server which will lead to deflating the number of
unique users. Network Address Translation (NAT)
hides IP addresses of clients operating from within
a subnet (e.g., Intranet) that are isolated from
greater Internet by firewall/gateway. Therefore, a
multitude of physical users may be represented by

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Alternatively, different IP addresses can be
assigned to the same user through dynamic IPs
which will lead to inflating the number of unique
users. Dynamic Host Configuration Protocol—
DHCP---- dynamically assigns client an IP address
drawn from the Internet Service Provider's (ISP)
subnet address pool. Therefore the same physical
user may be represented by several different IP
addresses when a user accesses an online
resource.
The important thing to keep in mind while
calculating unique user is to use consistent time
period. Sum of daily unique visitor will be different
than the weekly total, and this will be different than

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According to ComScore, the deletion of cookies
alone contributes to 2.5-fold inflation of unique
visitor statistics4. Additional cookie inflation comes
from the usage of multiple computers, devices, and
locations to access the Internet. Hence both unique
IP address and cookies overestimate unique
visitors.
2. Time on Site: Time on Site metric indicates
engagement of the visitor. The more the time spent
on the site, the greater is the stickiness of the site.
But it should not be considered as a thumb rule for
all types of websites. For some sites. less time may
be better indicator of user experience. For example,
for a FAQ page, less time may be better; whereas
for a blog, more time on site is better. Hence for
interpreting time on site, one should
consider the nature of webpage.

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Click 1: Home page 0900 hours.
Click 2: Product page 0901 hours.
In the above situation, Time spent on the home page
would be 0900 - 0901, hence 1 minute.
Since the method of calculating time spent is by
subtraction, time spent on single page visits are not
included as the time calculated for them is 0. Another
interesting fact is that last page time is also not
calculated. As always there are hacks that might allow
one to capture the time spent on the last page.
a. Tabbed Browsing: All of us open multiple tabs while
browsing. How is time calculated in tabbed browsing?
There are two ways to calculate this, which have been
discussed in the following slides.
(i) The first method:

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Outcomes: Assuming two sessions, one for each
tab in the browser. Let us take Tp as Time page.
Hence total time spent on two tabs is 5 + 6 = 11
minutes according to this method.
let us look at the second method of tabbed
browsing.
(ii) The second method: The second method is
called the ‘Linearization’ method of calculating time
spent. These are visits organized by time stamps as
10:00 Home 10:02 Page 2 10:05 Page 3 Exit
Page 4 10:07 Page 5 Exit
10:01

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Outcomes: One session
Ts (session duration) = 7 minutes
Note: Google Analytics uses the second method
called ‘Linearization’ method.
3. Page View: Page view are the number of pages
viewed or requested by a user. Every unique URL is
a page. It is also referred as ‘Depth of Visit’. It is
very applicable to content websites. More page
view mean more engagement with the visitor. One
can calculate an average number of page views per
visitor. This metric will become actionable when one
segments the page views according to traffic
sources. In this way they will
10:
0
Hom
e
10:0
1
Page
4
10:0
2
Page
2
10:0
5
Page
3
10:0
7
Page
5
Exit

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get an insight whether visitors from Face-book have
more page views or visitors from Google search or
linkedIn.
The number of page views depends on the design of
the site. If a website uses Flicker (slides), then the time
spent would be more but the page views may be less
as the user is on the same page (URL does not
change), but is reading more content. As a webmaster
in such a scenario, one should not worry too much
about page views. For example, log in to Dainik
Bhaskar site and see how they use flikers in the
content. One can see that all the slides have the same
URL. So, although people are on only URL but they are
accessing the content of more than one page.
4. Bounce Rate: Bounce Rate is the percentage of
single-page visits. They are visits in which user leaves
from the landing page without interacting with the page.

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not be counted as a bounce. One can also modify the
way bounce rate is calculated based on the nature of
their website. If you are a blog and the time spent on
the website is important for you then can change the
settings and define bounce rate as say 10 seconds. So,
if a user is on the site for 11 seconds or longer, then
irrespective of how many pages visit or views, it does
not bounce.
Note: Do not confuse bounce rate with exit rate, they
are fundamentally very different metrics. Everyone who
comes to a website must exit; almost no one who
comes to the site needs to bounce.
There are some acceptable pages with high bounce
rate such as ‘Contact Us and FAQ’. Users find what
they are looking for and bounce off the site. Typically, 30

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very well. It means 70 percent is unacceptable high. If a
user visits one’s sub-domain from their site, that will
also count as someone leaving the website, and thus
increase the bounce rate.
A visitor can bounce from one’s site by:
• Clicking on a link to a page on a different website.
• Clicking the ‘Back’ button to leave the website.
• Closing an open window or tab.
• Typing a new URL.
• Session timeout.
5. Exit Pages: it is important to know from which pages
users are existing the most. Pages from where visitors
are dropping off in the process of buying a product are
called Exit Pages. Businesses must then critically
analyze what leads the user to exit. Are users existing
because the prices are high or desired products not
available or discount not there or desired payment
option not there? If needed one must speak to some

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resolve them.
6. Traffic Sources: This is one of the most important
metrics and a very good segmentation variable.
There are three kinds of traffic source:
(i) Direct Visitors: User that visit a website by
directly typing your URL in their browser address
bar.
(ii) Search Visitors: User that visit a website based
on a search query in the search engine.
(iii) Referral Visitors: User that visit a website
because it was mentioned on another blog or
website.
If one get many visitors directly, it indicates that
the brand has a high pull or brand image. If a
business’s dominant traffic source is a search

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7. Share of Voice in Search: The share of voice is the
percent of search traffic a brand gets from the SERPs as
compared to the competition. The search traffic will depend
upon CTR, which in turn depends upon the position in SERP.
To estimate CTR, we can refer to the research by bright
Edge which concluded that CTR drops by roughly half for
each position between 1st, 2nd, 3rd and 4th . Bright Edge click-
curve research shows that 1st position gets about 30 percent
of the traffic; the 2nd position gets 15 percent; 3rd position, 10
percent; and 4th position, 5 percent.
To get average share of voice on any topic, one should
follow the following steps:
• Step 1: Define a set of keywords.
• Step 2: Calculate the rank for a set of competitors.
• Step 3: Multiply the click rates (1st Position CTR is 30
percent, 2nd is 15 percent, 3rd is 10 percent, and 4th is 5

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Result: This will give a weighted average Share of Voice on
the topic.
On a large set of thousand of keywords, it is not practical to
get weighted average Share of Voice on the topic, which is
why one can deploy platforms like bright Edge to handle
share of voice tracking and calculations. These platform offer
reporting tools to improve one’s competitive tracking and
response.
11.2.2 Outcomes Analysis: The website may get many
sessions and visitors, but what is more important for a
business to track is the business outcome of visits and
sessions. Businesses are interested in knowing how much
revenue was generated, how many conversions happened,
etc. One should not be satisfied with only click stream
analysis but implement conversion tracking and analyze
business outcomes. In the following slides we will look at
some outcome metrics.
1. Conversion Rate: The conversion rate is the percentage of

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example of conversion rate would be the percentage of
website visitors who do any online transaction on your
website.
The conversion rate can also be:
• Allowing the website to store the user’s ATM card
information for easier checkout in the future.
• Signing up for a subscription that can be free or paid.
• Downloading your trial version software, a whitepaper,
that may allow people to progress in the sales funnel.
• Requesting more information about your product or
service.
• Using a certain feature of an application (mainly new or
advanced features).
• Upgrading from one level of a service to a higher level –
(here, the baseline user count would only include those
customers who are already at the lower service level).

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• If people have downloaded your mobile app and used it.
• Have spent some time on your website or read some
articles.
• Returning to the site.
Figure in the next slide represents the conversion funnel
where the different funnel levels represent site visitors
and corresponding challenges to them.
2. Average Order Value (AOV): Average Order Value
(AOV) can be formulated as the sum of revenue
generated divided by a number of orders. This is one of
the major business outcomes of an online business.
One can segment visitors and marketing campaigns
into high, medium, and low AOV groups and identify
where the best (e.g., high AOV) customers are coming
from. One can also design their campaigns to increase

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Online grocery in India initially had AOV of Rs. 500 as
free shipping was done for minimum order value of Rs.
500. Companies slowly increased the minimum order
value from Rs. 500 to Rs. 1000 for free shipping. The
impact of this promotion was visible as AOV increased
from Rs. 500 to Rs. 1000. Thereafter, some companies
started offering 5 percent on order value of Rs. 2500 or
more. The objective of this promotion was to increase
the AOV from Rs. 1000 to Rs. 2500. AOV can have a
huge impact on the revenue and profitability of the
company, and hence one of the marketing objectives is
to keep pushing it higher.
3. Multi-Channel Funnel: Multi-channel funnel reports
enable understanding of the different channels user
interact with on the path to conversion. For example,

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Site Visitors
Traffic Quality/Site
relevance
Motivation (Site &
Content Quality)
Offer Quality,
Persuasion
Conversion Hurdles
Conversions
Bounces 30 – 70 %
Browsers 30 – 60 %
Early
Abandoners
10- 20%
Late
Abandoners
5 – 10%
1 – 5%
Challenge

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ad and then view an ad on Face-book and then
click on e-mailer. It shows how marketing channels
influence each other and the user towards
conversion.
a. Top Conversion Paths: it shows popular channel
combinations user interact with before conversion.
These channels include:
• Paid and organic search
• Referral sites.
• Affiliates.
• Social Networks.
• Email Newsletters.
• Custom campaigns that you’ve created, including
offline campaigns that send traffic to vanity URL.

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b. Assistant Conversion: This metric shows the contribution
of each channel towards conversion. There can be three
ways in which channel can contribute – (i) Last interaction,
(ii) Assist interaction, and (iii) The first interaction.
(i) Last Interaction: Last interaction is the interaction that
immediately precedes the conversion.
(ii) Assist Interaction: assist interaction is any interaction
that is on the conversion path but is not the last
interaction.
(iii) The First Interaction: The first interaction on the
conversion path.
Assisted Conversion and Assisted Conversion Value is
the number and value of conversions that the channel
assisted. A Higher number indicates the greater role of the
channel in assisting the conversions.
Last Click and Direct Conversion Value is the number and
value of conversions that the channel completed. A Higher

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Assisted/Last click is the summary of the overall role of
the channel. A value close to 1 indicates that channel
played an equal role in assist and conversion and value
greater than 1 indicates channel played more of an
assist role than conversion role.
c. Time Lag: These reports can help one understand how
many days users take to convert. Many days may
indicate that users are finding it challenging to take the
final leap of faith in a product or service. One can see
how to use testimonials, ratings to increase credibility
and thus conversions.
d. Path Length: Longer sales cycle shows how many
interactions users do before conversion.
4. Visitor Frequency and Recency: Visitor frequency
means that during the reporting time period how often

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5. New Versus Return Visitor Conversion: One must
keep an eye on how many new visitors they have in
comparison to returning visitors. If a website has very
less returning visitors, then it means it lacks user loyalty.
To improve the number of first – time visitors’
conversions, one has to meticulously observe their
activities separately from the conversion rates of their
loyal or returning customers. Here the usability plays an
important role in reducing the bounce rate for first
timers.
6. Value Per Visit: There is a certain value that one must
assign to every single visit to the website. These values
can be categorized into two conversions. The first is
micro and the second is macro conversion.
a. Micro Conversion: Micro conversions are basically
Assist Conversions which include some intermediate
step, which might lead to macro conversion. They are
not ultimate sales, but the consumer is moving towards
it by downloading an e-paper or registering.

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b. Macro Conversion: It is the ultimate sale or
conversion.
One must calculate economic value per visit from
different channels such as paid search, organic, Direct,
Face-book, LinkedIn for both micro and macro
conversion. It will give insights into which channels
generate more revenues for the business and the
relative value of visits from different channels. Let us
take an example in the table.
Table: Economic Value Per Visit
Channel Number of
Visits
Number of
Leads
Number of
Conversio
ns
Average
Order
Value
Economic
value per
lead
Face-book 100 10 2 1000 200
LinkedIn 100 20 4 750 150

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(1000 × 2), and the economic value per lead (EVL) is
Rs. 200 (2000/10), and Conversion Value is Rs. 1000.
In LinkedIn, total revenue generated is Rs. 3000 (750 ×
4), and EVL is Rs. 150 (3000/20), and Conversion value
is Rs. 750. Hence, we can say that economic value of
lead, as well as conversion from Face-book, is higher
than that of LinkedIn in this hypothetical example.
7. Percent of Visitors who View Product Pages: The
ultimate objective of the website is to get sales or
conversions, and that will happen only when the users
visit the product pages. An important metric is hence the
percent of visitors who view the product pages. If the
percent of visitors who view the product pages is less,
then it is important for businesses to examine what are
the reasons. It could be that users are distracted by
blog, or navigation to product pages is not intuitive.
11.2.3 Experience Analysis: The third category of web

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experience analysis – it is vital to do research on a
continuous basis to know if visitors can find the
information they are looking for and if the webpage
served its purpose. There are many ways to know
the experience of customers on a website.
1. Research Data: One can carry out research using
three methods – (i) site surveys, (ii) usability
testing, (iii) site visits. These have been discussed
in detail in the following section.
a. Site Survey: Survey questions can be asked for
understanding the value of the webpage.
However, one must avoid asking too many
questions. Either a pop up can request users to
participate in survey or survey questions may be
given at the end of the page.
Three important survey questions are:

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• Were you able to complete your task today?
• If you were not able to complete your task today, why
not?
b. Usability Testing: This to ask real users to test the
functioning of the site to know easy it is to navigate and
also how intuitive it is. Businesses should take their
feedback about which aspects of the site they are not
able to understand and are experiencing problems. A
tool for usability testing is usertesting.com.
c. Site Visits (or follow-me-home): It is done by going to
the customers’ premises and observing how they
accomplish tasks on websites amidst all distractions.
One is not relying on feedback alone but observing real
behaviour. Sometime users are generous and may give
a good rating despite poor site experience or the user
may think that they are at fault. The user conditions will
be real life including their device, Wi-Fi, operating

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2. Website Experimentation and Testing: One must
regularly experiment and test different things on the
website to know what can be improved. It must be
part of the DNA of a company. Businesses must
assign one day of the week for experimentation and
testing.
a. A/B Testing: A/B testing is sometimes also called
split testing where one compares two versions of
their webpage to see which performs better.
(i) Pros of Doing A/B Testing: A/B testing is a cost-
effective way of testing cutting edge ideas and yet
exercising control on them by testing on only a few
users. One can be ahead of their competition if
they constantly test new ideas. This energizes the

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Google Analytics comes with content experiments
integrated.
One can click on ‘Experiments in Behaviour’ tab of
Google Analytics and setup the experiment. One must
choose the objective of the experiment, percent of traffic
to experiment, set a minimum time for the experiment to
run, and choose confidence threshold.
Most testing tools come with built-in capabilities for
regression analysis, reports, and a multivariate analysis.
So, one need not have to worry about them.
(ii) Cons of Doing A/B Testing: It is difficult to control all
the external factors like campaigns, search traffic, press
releases, etc. Thus, one will not be 100 percent
confident of the results (70 percent confidence in the
results and make decisions) on one’s A/B Testing. It is

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their website.
In A/B testing, one may know which page variant
leads to more conversions, but they may not be
able to discern which elements of the page
contribute the most.
Multivariate testing (MVT): It is a technique that
allows the test of multiple variants concurrently. For
example, we wish to test three elements – the
heading, call-to-action, and form. If each has two
variants, there will be eight versions of the content
which are tested concurrently to find the winning
variation. The total number of variations in a
multivariate test will be:
Total No. of Variations = [No. of variations in
Element A] × [No.

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The challenge in MVT is that because of the factorial
nature of the tests, the number of versions can quickly
multiply, requiring large sample size to be distributed
across different combinations. JavaScript tags must be
implemented around the three identified elements.
b. What to Test? There are many webpage elements that
one could test to learn what works best for them. They
are:
• Important pages like home page.
• Call for action (Like buy now button).
• Value proposition.
• Creative – color, font, sizes, images etc.
• Prices and promotion.
Some major A/B Testing tools are maxymiser, optimizely
and SiteSpect.

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11.3 Making Web Analytics Actionable: One can have a
lot of metrics, but the challenge is how to make it
actionable. There are several ways of doing it.
11.3.1 Context: Analytics will become actionable when it
has context. In isolation, they will rarely give insights.
One important context is comparing metrics over a
period. It could be over months or years, or before and
after the campaign.
Second useful context is the competition. One should
compare their metrics with that of their competition.
Third useful context is the sentence construction.
Metrics should be compared with that of the benchmark.
They could be the ideal companies one wants to
emulate or goals one may have set for themselves.
11.3.2 Creating High Impact Executive Dashboards: It
is important to filter the analytics that is most vital to
one’s organization so that the access is quick and easy
to support highly informed decision-

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making. The executive dashboard offers actionable
insights from which businesses can identify
opportunities for improvements. As a simple rule,
one should limit their dashboard to a maximum of
10 metrics. Businesses should include metrics from
all the three categories – (i) behaviour, (ii) outcome,
and (iii) experience.
11.3.3 Customer Segmentation: Getting
overwhelmed with the data generated by web
analytics tools is very common. Segmentation can
help in getting that data categorized so that one get
actionable insights. It helps one to slice and dice the
data. Seeing the overall metrics for all users is not
as insightful as is splitting it across different sources

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11.4 Multi Channel Attribution: User are exposed to
multiple channels before they purchase a product from
any website. Suppose one selling a product; user saw
the product advertisement on Face-book but did not buy
it at that instance. Now the user happens to see the
same advertisement again on search network
(AdWords) but does not buy this time as well. The user
finally buys typing URL (direct). The question then
arises is – ‘how much contribution will FB or AdWords
have in that purchase?’ This is called ‘multi-channel
attribution’. Historically, all credit went to the direct
channel. But this is not fair as the channels that
assisted are as important as channels that led to final
buy. It is same as the game of basketball. Players that
assist are as important as the players that make the

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11.4.1 Last Interaction/Last Click Attribution
Model: This model is standard in all web analytical
reporting tools. In this model, entire credit for
conversion is given to the channel that was last
clicked. By default, all conversions within a 30-day
period are considered. One can, however, change
the time window.
11.4.2 First Interaction/first Click Attribution
Model: The first interaction or first click attribution
model is the last interaction/click model; the only
difference is that in this only the first interaction/click
is given all the credit for the conversion.
11.4.3 Linear Attribution Model: in the linear model,
every channel gets equal credit. Thus, if there were
four sources, then each would be contributing 25

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11.4.4 Time Decay Attribution Model: This model suggests
that the media touch point that is closest to the conversation
will get most of the credit and the touch point prior to that will
get less credit based on some algorithm.
11.4.5 Position Based Attribution Model: In this, the first and
the last position gets the most credit. Here the click
sequence matters. There is a free tool inside Google
Analytics called Model Comparison Tool. It allows visualizing
the impact of three models at one time. Some other tools for
Attribution modeling are; Adometry, Convertro, Visual IQ.
11.5 How to Connect Offline with Online: Marketers these
days do not make a clear distinction between offline and
online marketing as the gap between the two is fading
slowly. Drawing offline audiences to online campaigns is an
important technique to create a competitive advantage in the
market. What is the primary key one uses to integrate online

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offline data? Some of the techniques that can be used to
connect online and offline are:
(i) Track how many unique visitors are using the store locator
in a given period.
(ii) Use unique 1800 (toll-free) numbers on the website.
(iii) Use unique coupons, offers, and promotions online.
(iv) Leverage online survey on exit.
(v) Use vanity URLs.
For example, LACarRepair.com, SanDiegoCarRepair.com.
Then have each of those domains redirect to custom
landing pages on one’s website for locations in those
areas.
11.6 Types of Tracking Codes: There are several tracking
codes that need to be put for effective measurement of
one’s digital marketing. Let us have a look at some of the
important codes.
11.6.1 Google Analytics Code: This code is for tracking web
analytics such as unique users, page views, bounce rate,
etc. Google provides a free web

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analytics service that offers tracking and reporting of
user for the website. When the code is put in the global
elements i.e. header and footer, which are common
across pages, and not local elements, such as deeply
embedded pages, then the code gets applied to all the
pages of the website.
11.6.2 Google AdWords Coversion Code: This code is
used for tracking conversion from campaigns run
through Google Adwords.
One can take the code from ‘Tools’ section in Google
AdWords and put on the ‘Thank You’ or the ‘Action
Confirmation’ page. Developers put these codes at the
bottom of the page or one can even put that code at the
start of the body of the ‘Thank You’ page. This will
insure that the code gets activated even if high bounce
rate is there and even if people close the page
immediately. It is not a good practice to put conversion

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Note: Sometimes, webmasters make only one
thank you page for all conversion pages – buy,
registration, etc. which is not a good practice. One
should create separate Thank you pages for
individual conversions.
11.6.3 Remarketing Code: If one whishes to
remarket and show ads to users who visited their
site, they must generate a remarketing code.
Different code are generated by different platforms.
For example, if one wishes to do remarketing using
AdWords then they must generate AdWords
remarketing code and put on all pages of the
website. If businesses wish to do remarketing on
Face-book, then they must put the Face-book
remarketing code on their website. If one wishes to
do dynamic remarketing, wherein the ad is

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generate dynamic remarketing code from AdWords
and put on the website. In Face-book, it is called
Product Sales Advert. The difference between
standard remarketing code and the dynamic
remarketing code is that the latter has an additional
variable product ID which captures the product ID of
the product; the user has visited and matches that
with the product ID in the product catalogue
uploaded in CSV file format and dynamically
creates an ad.
If one wishes to run campaigns on social media
such as Face-book, Twitter, LinkedIn, and track
conversions, then they must paste their code on
their website.
11.6.4 Google Tag Manager: Google Tag Manager is
a Tag Management System (STM) that replaces

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uses placeholder tag, a small code snippet that
allows to dynamically insert tags into a website. It is
useful for all types of businesses. One can add or
update tags of Google products like AdWords and
Analytics, and non-Google third-party tags instead
of editing website code. This reduces errors to a
large extent and quickly deploys tags on the
website.
To setup for the web you must follow the following
steps:
(i) Go to tagmanager.google.com to create an
account (or to access an existing account).
(ii) Create a container for your site in the account.
(iii) Add the container snippet to the site.
(iv) Migrate any hardcoded tags (such as AdWords or

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11.7 Mobile Analytics: Mobile analytics includes
both mobile web and mobile apps. Mobile web
refers to accessing online content through smart-
phones or tables through a mobile browser.
11.7.1 Mobile Web: Companies can either redirect
the user to the mobile domain, typically a sub-
domain such as ‘m.example.com’ or use a
responsive design that can adapt the content to the
mobile screen size and device. The analytics for
webs as well as mobile are based on JavaScript
tags with minor differences. Although, in the
beginning, many smart-phones did not support
JavaScript or cookies, but now most popular
devices support both these technologies. Few

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(i) Since mobile sites must load fast, and data connection
speeds can be a tricky issue depending upon carrier
technology (3G, 4G, and 5G) and JavaScript can slow
down the mobile site, the JavaScript tags must be
optimized for mobile devices.
(ii) There is richer information related to mobile devices as
compared to the web such as device’s make, model,
numerous operating systems, numerious mobile browsers,
etc.
(iii) With the help of HTML5, mobile analytics can include GPS
location of users if individuals agree for this data to be
accessed. The geographic accuracy of GPS location is far
superior to that of the web which is based on IP address.
(iv) There is no challenge of landscape or portrait orientation
in the web.
(v) Users do not click on mobile but touch, swipe, tilt, and
shake. This requires a different set of metrics.
11.7.2 Mobile Apps: Unlike JavaScript based tags of mobile

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apps analytics are based on software development
kits (SDKs) for various platforms such as android,
iOS, windows, and blackberry. Analytics SDKs
provide a package of pre-written code that is
inserted into applications by developers which can
be customized to measure relevant metrics. The
SDKs will bring uniformity in the measurement
process as developers do not need to write their
own tracking code. For example, an iOS SDK will
have analytics code in the Objective-C
programming language that is used to build iPhone
and iPad applications. Because of the tracking
code, data is sent to the data collection server
whenever the mobile device is connected to a
mobile network. Apart from SDK, some other
differences between mobile app tracking and

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(i) Instead of page views, we measure screen views as
apps do not have pages likes websites, but users
interact with screens. However, essentially, we are
measuring the same thing – which content are users
engaging in both the cases.
(ii) Instead of visits, mobile apps have sessions.
(iii) Mobile analytics can measure more than what
appears on the screen as they can access device’s
built-in features such as GPS, gyroscope,
accelerometer.
(iv) Cookies do not work on apps. Hence unique users
are identified with user IDs. Unlike cookies, unique
user IDs cannot be deleted.
(v) Whereas in the web, the session timeout happens
after 30 minutes of inactivity; in apps the session
timeout is much shorter. It can be 30 seconds, as

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then a new session will be triggered when the user
accesses the app again.
(vi) Mobile analytics place greater emphasis on cohort
analysis which is grouping users based on the time of
installing the app. The behaviour of these groups is
measured over time to evaluate if they come back to
use the app at regular intervals or not. Also, how many
users have updated the app and the impact it has on
retention.
(vii) Like the web, app analytics also focuses on
engagement and retention. Since memory is a bigger
challenge in a smart-phone than in web, users are more
likely to uninstall the app.
(viii) Like the web, apps analytics also include usage data.
It includes a number of active users per day or month;

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number of new users, device information, language,
OS.
(ix) Another important aspect is custom events which
throw light on how users are interacting with different
features of the app. One must add a line of code for
each custom event that one wishes to track. They can
also analyze funnel which is a series of events used to
determine the percent of users that go on to complete
the series. For example, the two events may be ‘added
to cart’ and ‘checkout’. The funnel may include both the
events. One can use this funnel to optimize their goal of
‘check out’. One way of optimizing is by seeing if check
out rates is different for branded versus unbranded
products. They may find that checkout rat is higher for
branded products, then one may show them more in
product search results.
Some of the mobile analytics providers are Firebase,

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11.8 Universal Analytics: Universal analytics was launched
by Google in 2012; it is based on User ID and hence
enables a shift from tracking visits to tracking customers.
Instead of treating different devices in silos, universal
analytics will enable tracking across devices. Another
distinguishing feature is the shift from tracking online in
silos to tracking online plus offline.
11.9 Competitive Intelligence: Successful digital marketers
need to keep tabs on their competition. For example, for
drawing up a digital marketing strategy, Flipkart needs to
know how Amazon is performing in India. An insight into a
number of unique users, page views, bounce rate, time
spent on amazon.com would enable Flipkart to identify right
benchmarks. Sometimes competitive intelligence can
prevent businesses from inferring wrong conclusions. For
example, let us assume that a website's visitors increased

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their campaigns? Or let us assume that your revenues
increased by 30 per cent and you are celebrating but during
the same period competitor's revenues increased by 60 per
cent. Hence, it is vital to have competitive intelligence. Some
of the competitive intelligence tools are Compete, Quantcast,
Similar web, Google Analytics. Let us explore some methods
used for tracking competitive intelligence.
11.9.1 Panel Based: Like TV ratings, which are based on
peoplemeters installed in people's homes, the panel data is
based on software installed in panel members' computers
which track the online behaviour of members. In addition to
the macro behaviour such as pages viewed, time spent,
bounce rate, the source of traffic, search terms, this method
also captures complete conversion data such as products
and services bought, average order value, etc. Hence the
data is not only broad but also deep. Members agree to be
on the panel and have their web activities monitored in
exchange for an incentive (virus protection or free Internet or
sweepstakes prizes).

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The benefit of this method is that advanced
computations and custom work can be done for greater
insights. The biggest panel data is comScore—it has a
panel of more than two million members in India. Since
it is a sample data, it is imperative that the sampling
methodology is robust and all sections of society,
different age groups, gender, locations, income groups,
and education groups be represented.
Can you tell what is the challenge with panel data?
Since it is sample data, it is optimally suited for large
websites that get huge traffic (typically more than one
million unique visitors per month) as the sample may
not access millions of websites each of which has got a
small number of unique users. Panel data companies
monitor 100 per cent of the online behaviours of their
panel and apply aggregations and complex
computations to approximate the online behaviour
metrics. It can also track deeply embedded pages which
cannot be tracked efficiently by other methodologies. It
is a powerful

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the passion points and websites that are frequently
visited by their target audience, for example, male,
age 25-45, living in metro cities in India, belonging
to the upper-income group. One can use these
insights for preparing their media plan. They can
also get data about how much duplication is there
among sites and hence can choose sites that
maximize your reach.
11.9.2 ISP-Based Measurement: Through Internet
Service Providers (ISPs), we access the Internet.
Our requests go via servers of these ISPs and are
stored in their server log files. The data collected by
the ISP has different elements that get passed
around in URLs like websites, webpage name,

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There are companies that have agreements with ISPs
worldwide whereby the ISPs share the anonymous web log
data collected on the ISP network with companies like
Hitwise. Benefits of using ISP-Based Measurement are
following:
(i) It has data of all users who use an ISP. There is no
sampling. Hence, sampling bias is avoided.
(ii) Insights are based on a large number of diverse users,
and hence are more accurate.
(iii) Can have a lot more on demand reporting.
(iv) This method is good for tracking usage behaviour on
small as well as big website.
IPS based data has more breadth as its covers long tail
websites too but is unable to track conversions.
(i) Conversion rate — these metrics are best obtained from
panel- based methodologies.
(ii) There are certain types of data such as payment types
used or types of credit cards that cannot be obtained from
ISP – based methodologies.

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11.9.3 Browser Toolbar: Toolbars are add-one that
enhance the functionality of web browsers. Most
search engines such as Google, Yahoo!, and being
provided toolbars. When the user installs toolbars,
some browsing behaviour is captured such as
pages visited, time spent, etc. The data is not
personally identifiable, through. For example, with
Alexa one can find basic information about any
website such as page views, the number of
sessions, average time on site, bounce rate, search
terms used, sources of traffic, etc. Alexa gives
competitive intelligence through site’s macro-level
metrics. The advantages of installing Alexa toolbar
is that one can get global as well as a country rank

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of Alexa toolbar. Hence, the sample size is fairly
big.
The data is collected based on not just the toolbar,
but also plugins and extensions installed by the
users. Hence, toolbar is just one of the various data
sources used by tools to provide competitive
intelligence. The challenge in toolbar data is that
sample is not representative. Who do you think
would install toolbars such as Alexa? Webmasters,
SEO specialists, Founders, Digital Marketers!
Hence, it is a select target group that uses the
toolbar, and so the insights will not be
representative of the behaviour of the population.
One may want to read the privacy policy before

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benchmark data for your vertical. One can use this
data to compare their performance against others. It
is available from IBM Digital analytics (earlier, core-
metrics) and Google Analytics. IBM digital analytics
provides benchmark related to conversion rate, cart
abandonment rates, time on site, locations, devices,
new users, etc.
In these tools, one can compare your performance
with other companies in the same industry or
vertical, for example, retail, apparel, software, etc.
Google Analytics provides benchmark data for free.
In settings, one must opt-in to share their data. If
one opts for it, then benchmarking data becomes
available to them in Google Analytics under the

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Thank You!

Digital marketing ppt 4 unit

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Digital marketing ppt 4 unit