This document summarizes key learnings from a mobile measurement strategy timeline presented by Zinio and Webtrends. It discusses how: 1) Zinio quickly built the first iPad newsstand app in 2010 and saw rapid growth, but lacked mobile data insights. 2) They expanded to Android but focused on experience over data as each manufacturer wanted customizations. 3) By 2011, most mobile marketers flew blind without measurement strategies, despite available tools. 4) Zinio launched a business center with engagement data to help advertisers as "mobile insights are critical." 5) A hybrid app approach helped couple JavaScript and SDK data to provide a better picture. Success in mobile

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3. Mobile Measurement Strategy
A timeline of Mobile industry challenges: how we adapted and what we learned
Jeanniey Mullen Benjamin Diggles
Global EVP/CMO, Zinio Director of Digital Strategy, Webtrends
@jeannieymullen @mrdiggles
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4. The iPad is Coming
March 2010
Apple Approached Zinio
Zinio was tasked to create the first newsstand app on the iPad (in less than 6 weeks)
Innovation Opportunity: Company Priority
Create an amazing experience and intuitive interface and Interactive
content for our full suite of 3,500 magazines
ü Visitor tracking was key
ü Reader engagement was desired
ü Consumer acquisition and cross-sell was important
Our Solution created a short term purchase path driven by webpages
to allow for conversion tracking
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5. iPad adoption rate fastest in
Zinio’s history
October 2010
• Zinio received over 1000 press inclusions within the first 6 months of launching the app
• Sales for the company more than doubled, overnight
• A large percentage of customers who had not used Zinio in over 4 years had come back!
• Publishers, Advertisers and the Zinio team wanted data: lots of data
• We didn’t have lots of data yet
• We needed mobile data insights – fast
• Wait…. What were mobile insights? Did those even exist?
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6. Android Enters the Market
September 2010
Zinio was the first newsstand on Android devices too
Nearly every Android manufacturer wanted Zinio to customize
Free navigation, TV, Free music and more!
magazines, & more!
our app- including Samsung for the "reader's hub.” (which never Try them on your phone now.
T-Mobile Bonus Apps
Slacker Radio - Free streaming
radio with millions of songs plus
made a debut in the US with Zinio on it) T-Mobile® Bonus Apps
T-Mobile TV - Get live news,
personalized programming. Get a
free MP3 when you sign up for a
sports and video on demand. new Slacker account!*
We needed to focus on an amazing experience and intuitive 15 free premium channels including
ABC News Now, Fox Sports and
PBS Kids. doubleTwist - Sync your photos,
videos and music for free between
interface. Telenav - Free navigation and
your phone and your home
computer.
voice-guided GPS, turn-by-turn Download on your Mac or
ü Lesson #1 - MNO's have more power in the US then OEM's
directions, and real-time traffic Windows computer by going to
updates. http://apps.tmobile.com/doubletwist.
ü Lesson #2 - Don't believe the hype. Android did not kill iPad Zinio - Enjoy full-color magazines.
Start reading for free with your
To tether your device to your computer you will
need to download a USB driver here:
choice of 5 best-selling magazine http://www.lgforum.com/resources
titles. (driver for Windows XP®, Windows Vista® and
What else we learned Windows 7).
*Offer only valid on new Slacker registrations on supported T-Mobile USA handsets. Free MP3 offer
ü People were buying on the pc/laptop but reading on the Android © 2001-2010 Zinio LLC. - San Francisco - New York - London - Barcelona - Taipei - All
rights reserved. © 2011 TeleNav, Inc. All rights reserved.
may be changed or terminated without notice. doubleTwist (R) is a registered trademark of
doubleTwist Corp. Slacker is a registered trademark of Slacker, Inc. ©2011 T-Mobile USA, Inc. All
rights reserved TM1791
ü People were buying and reading on the iPad
ü People were buying and reading on the PC – but more buying than reading
ü Mobile insights were our only salvation to figuring this out
2
T-Mobile | G2x Insert
Rnd02.02 : Design | 04.07.11
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7. 63% admit to flying blind in
Mobile Measurement
May 2011
• Mobile Marketers admit the that state of Mobile is still nascent
• Despite the availability of measurement tools and maturing
reporting standards, mobile still seems to be treated as an
experimental channel
• Mobile marketers have a herd mentality and have quickly and
sometimes haphazardly deployed sites, apps, or campaigns
(SMS, QR, etc.) to mimic moves made by their competition –
without first considering objectives or their own specific key
performance indicators (KPIs)
• Most don’t measure due to uncertainty of ROI, no budget
allocation and general company bureaucracy
• Those with a Mobile Measurement strategy are reaping big
rewards
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8. iPad makes us all “Pay”
July 2011
• Literally. …Would the risk pay off with a double digit “tax”?
• We searched for a new way to engage readers to lock down usage
New Unique Purchasers by Platform
iOS Android Other
What we learned
ü Different products offer different engagement
ü Within 1 year of launch – repeat usage is critical
ü Mobile insights are critical to effectively defining strategies, and allowables

9. Data makes advertisers happy-
and your brand is "nothing" in
the appmosphere
July 2011
Macy’s, Dodge, Kia and Oakley advertise on Zinio: They all require data – They all invest HEAVILY on platforms where
they can see a return on investment.
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10. The hard truth:
Mobile never delivers what
you expect
The Story of the little catalog that could….and did
The Set Up The Reality The Change in Direction
A brand decides to test mobile with The brand gets shocked with The brand rebuilds in a bigger better
a specific end goal in mind totally different results and takes way to expand profits
a hard left
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11. Mobile Web App vs. Native
App?
September 2011
• Why Hybrid App development has become a popular topic
• It’s all about context of your business goals – there is no silver bullet
• What we learned: JavaScript data collection and SDK data collection – how we coupled the data sets

12. It's the data dummy!
February 2012
• Zinio launched a business center – packed with engagement
data
• Webtrends continues to push what’s possible in Mobile data
collection

13. Convenience is King - and
so is reading your
customers mind
June 2012
You are lost without a mobile strategy
• If you’re not doing it, your competition is
• 87% of people said they would give up TV
over their phone
Implementing Mobile Analytics
• The importance of tagging variety
• Never underestimate the complexity:
• Have a good partner
Make the reports easy to understand
• Tag based on your Measurement Strategy
• Use Mobile devices to consume Mobile
Data

14. Building a Mobile
Measurement Strategy:
Where to start?!?
• Build a Measurement Strategy that aligns your corporate
objectives to measurable activity
• Start by understanding these KPI’s in alignment with your
existing data along with industry data
• Consider all the other channels that play a role in your
data such as Social
• Start small and iterate quickly – don’t “boil the ocean”
• Invest! Take the time to tag what is required to give you
the data you need
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15. Top 5 Take-Aways
1. Mobile requires data to drive engagements: 57% of apps installed will be
deleted/never opened again within 90 days
2. 76% of shoppers use their smartphone when shopping:
ü Mobile has arrived
ü Success requires precise multi-channel measurement
3. Mobile leaves nowhere to hide: the customer is in control- like… um….
Right now
4. The future of Mobile is about sophistication and integration
5. Success in Mobile is directly tied to precise multi-channel measurement.
The cross-channel experience is the holy grail and Mobile is the center!
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17. Other Sessions You Must See
Tuesday - 1pm
Introducing Webtrends Streams
Tuesday - 2pm
Enduring Success: Creating a Culture of Optimization
Wednesday - 10am
What to Measure in Social
Wednesday - 11am
Webtrends Customer Showcase: Success with Analytics On Demand
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