The document discusses challenges with mobile measurement and analytics. It notes that mobile usage is diverse across devices, browsers, and operating systems, creating data silos. Persistent user identity is also difficult due to limitations of cookies on mobile. Traditional web analytics do not fully translate to mobile. The document advocates that mobile measurement requires a new approach to overcome fragmentation of the mobile ecosystem and to integrate data across usage modalities.

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Agenda
• What Problem Are We Trying To Solve
• Who Benefits
• Our Approach
• Our Output

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A glass ½ full or ……..

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What phones can do and what we do
with them has evolved tremendously

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Smart phones now deeply integrated into
our daily lives…

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All projections point to exponential growth…
Mobile Access to Rival PC Access by 2013/14
M-Commerce Spend to Grow 3x by 2015
Mobile
Advertising
Grows 2x by
2015
Mobile Searches
Grow 4x by 2015
Sources: e-Marketer, Gartner, RBC Capital

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Measurement woes for marketers….
63%Haven’t Measured
Mobile ROI
51%Are Not Executing a Mobile Strategy
33%“Don’t know how to measure
the ROI of Mobile”
52%Struggle to Get Budget
For Mobile
Source: Forrester, Mobile Chanel Strategy
Report(6/11), e-Marketer, Ovum/IAB
55%Spent less than $50K

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Mobile is the most measurable channel

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But there are issues …

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The biggest challenge
This Is Not This

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Once size fits none ….
Mobile
Analytics

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5 main challenges that impact mobile
measurement
1. Usage
2. Ecosystem
3. Persistent Identity
4. Analytics
5. Market level tools

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1. Usage is diverse
• Modality
– SMS, Apps, Web
• Device Type
– Smart vs. Feature vs. Tablet
• Browser Type
– Safari vs. Opera vs. Chrome
• OS
– iOS vs Android vs. Windows
vs. Blackberry
And this creates Data Silos

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2. Mobile ecosystem is fragmented...
Which leads to data getting munged along the way

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3. Persistent identity is the key to all
digital analytics ….
And cookies just don’t work consistently in mobile

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4. Drawbacks of applying traditional web
analytics to mobile…
They don’t work ….

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5. Market level tools have severe limitations
1. Sample vs Census vs Hybrid
2. Measure modalities differently
3. Useful for topline measures only

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Confused? You are not alone….

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Rapid evolution of usage & adoption
has left us catching up to measurement

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8% of time, but less then 1% of spend,
but not for long…

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Mobile Measurement:
most crawling, flying will take a while

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44% of Fortune
100 Co.
Have No
Mobile Content
Strategy*
* Pure Oxygen Lab 2013
A glass ½ full or ……..

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Additional Resources
• Whitepapers
– State of Mobile Measurement (IAB) @ http://tinyurl.com/4x6rc4a
– The MMA Primer on Mobile Analytics @ http://tinyurl.com/9vzm5tj
– Mobile Marketing Metrics @ http://tinyurl.com/8nshbex
• Relevant Infographics
– http://econsultancy.com/us/blog/7697-10-mind-blowing-mobile-infographics
• Apps vs Web
– http://allthingsd.com/20121129/now-its-a-race-comscore-adds-up-web-mobile-and-app-
eyeballs-for-the-first-time/
– http://www.forbes.com/sites/fredcavazza/2011/09/27/mobile-web-app-vs-native-app-
its-complicated/
– http://econsultancy.com/us/blog/7832-the-fight-gets-technical-mobile-apps-vs-mobile-
sites
• General Websites
– http://www.mobilemarketer.com/

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Questions?

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email: evan@storylinecorp.com
LinkedIn: www.linkedin.com/pub/evan-neufeld/0/b29/5ba
Twitter:@mobilewallah

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Key measures mobile vs. desktop
new slide

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Product Demo: Google Analytics
http://www.google.com/analytics/features/tour.html

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Mobile Analytics Version
1. Demographics
2. Traffic Source
3. Device Type
4. Browser Type
5. Carrier Network

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Mobile Analytics Version
1. UVs
2. Page Views
3. Data consumption
4. Returning Visitors*
5. Time of Day
6. Segmentation*
7. Session time
8. Session type
9. Location
10. Bounce rate* When possiable

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Mobile Analytics Version
1. ROI
2. Surveys
3. Actions Taken

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Key measure for apps
• Finding & Using
– Total Downloads
– Total Installs
– Unique Users
– Active Users Rate ( app users/
total downloads)
– New Users
– Conversions
– Churn
– devices and networks used to
access app
– Geography
– Depth (# of screens)
• Engaged & Loyal
– Frequency of visits
– Depth of visist (Ratio of visiting to
users over time)
– Duration
– Bounce Rate
– customized tracking of special
content, like video
• High Value Activities
– Audience Characteristics
– User Activities
• Retrain & Encourage
– Stickiness
– Leverage
– Feedback /Ratings

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Upstream & downstream works very
different in apps

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Many traditional analytics companies
have some app analytics capabilities….

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Dash Board Review: Flurry

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Dash Board Review: Flurry

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Dash Board Review: Flurry

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Dash Board Review: Flurry

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Dash Board Review: Flurry

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Dash Board Review: Flurry

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Dash Board Review: Flurry