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Mobile Analytics
The document discusses mobile analytics and insights from mobile engagement marketing. It provides an overview of mobile trends, outlines steps for measuring mobile's impact on marketing, and reviews unique insights and vendors for mobile analytics. While mobile analytics are maturing, there are still caveats around standardization and integrating siloed data and tools across the fragmented mobile landscape.
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Mobile Analytics
- 1. Mobile Analytics Insightsfrom Engagement January 19, 2011 Ariela Freed, Mobile Marketing Strategist aka mobiela
- 2. About Maritz CanadaMarketing agency with 400+ employees based in Mississauga Help businesses understand, enable and motivate their audiences through: Sales Channel Enablement, Engagement Marketing and Consumer Loyalty Expertise in Research, Loyalty, Learning, Events, Marketing Communications and Digital Marketing Clients include: Ford, RIM, Johnson & Johnson, Scotiabank, SCENE and Home Depot
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- 4. Mobile: An OverviewSteps to Measuring Mobile’s Impact on Marketing Unique Mobile Insights Mobile Analytics Vendors The State of Mobile Analytics Parting Thoughts
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- 6. There will be 5.3 billion mobile subscriptions by the end of 2010. That is equivalent to 77% of the world population . The International Telecommunication Union, October 2010
- 7. Mobile Phone Subscribersand Penetration in Canada 2008-2014 65.0% 2008 Source: eMarketer, June 2010
- 8. Mobile Phone Subscribersand Penetration in Canada 2008-2014 68.4% 2009 Source: eMarketer, June 2010
- 9. Mobile Phone Subscribersand Penetration in Canada 2008-2014 72.6% 2010 Source: eMarketer, June 2010
- 10. Mobile Phone Subscribersand Penetration in Canada 2008-2014 76.3% 2011 Source: eMarketer, June 2010
- 11. Mobile Phone Subscribersand Penetration in Canada 2008-2014 79.5% 2012 Source: eMarketer, June 2010
- 12. Mobile Phone Subscribersand Penetration in Canada 2008-2014 01/19/11 82.0% 2013 Source: eMarketer, June 2010
- 13. Mobile Phone Subscribersand Penetration in Canada 2008-2014 84.7% 2014 Source: eMarketer, June 2010
- 14. SmartPhone Penetration 2010(% of mobile handsets) 18% 31% 5% 11% 33% 7% 4% 1% 19% Source: Informa, Instat & Gartner, Feb 2010
- 15. Apps generate >$2Billionin revenue in N. America Ads generate $208M in CAN but growing fast! Online Email Mobile Direct Mail Out-of- Home Digital TV Radio Print Source:: Ipsos Reid, November 2009
- 16. >7 Billion applications downloaded 347% growth in Twitter mobile usage 200 Million mobile Facebook Users 100 Million YouTube videos played on mobile everyday! Its not just about the number of phones. Mocial (Mobile + Social) is changing people’s habits and interactions.
- 17. “ In thelast twelve months, customers around the world have ordered more than $1 billion of products from Amazon using a mobile device." - Jeff Bezos, July 2010
- 18. 48% mobile marketing is “very important” or “important” to their overall marketing strategy The biggest impediment to mobile: 32% “Not knowing how to develop the business case” 30% “Not enough analytics to measure the ROI” Source: www.r2integrated.com, 2010
- 19. Marketing translates tomobile in many trackable ways Search Productivity Research Branding Share Entertainment Transactional Local Knowledge Interaction Learning
- 20. Steps to MobileMeasurement: Determine Baseline SEO, Social mentions, Web traffic reports… 2. Determine Objective(s) Sales, Lead Generation, Interactions, Loyalty, Knowledge Transfer, Brand Awareness… 3. Choose Tactics Mass advertising, Mobile advertising, Promotional Mobi Site… 4. Set Benchmarks for Mobile Marketing Reach, Downloads, Shared, Time Spent With, Talked About…
- 21. 5. Map Tacticsand Objectives Against the Marketing Funnel Awareness Consideration Intent Action
- 22. Mocial Presents UniqueInsights Into Campaign Performance Mobile Insights Heard Success of Media Time Targeting Uniques Visible Intent Purchase Shared Awareness Consideration Intent Action Extended Reach Proliferation
- 23. Make Friends WithBlackBerry: Mobile Measurement Access to: 713,000 music fans Awareness: 101,028 1:1 intercepts Contest Engagement*: 19% entries Signaled Consideration*: 3% Signaled Intention*: 17% Retail Lift: 3-5% *on Mobile Engagement*: 16% BBM Friends and Site Visits
- 24. The Mobile MeasurementPuzzle Pieces SMS/IM Outbound and inbound mobile messages Application Usage of downloadable and native applications Web Web traffic of mobi sites Advertising In app, in video and interstitial display and search ads Social The spread of ideas, preferences and information
- 25. SMS Aggregators Unique/totalrespondents Response types Number of interactions Clicks to URL
- 26. Free and Paid Application Services Devices used Number of downloads Application use Frequency of use (loyalty over time) Time Spent Features used In-app advertising Conversions/purchases Location Online and offline measurement
- 27. 3 rd Party and Closed Web Analytics Browser types Site visits Unique visitors Page Visits Clicks Entry/exit points Video measurement Social media impact Segment analysis Conversions Ad network performance
- 28. Blind and Premium Ad Networks Clickthrough Rates Demographic and Behavioral Groups Impressions Web/in app/video Length of visit Location Carrier BLIND NETWORK PREMIUM BLIND NETWORKS PREMIUM NETWORKS
- 29. Social Listening ToolsShares Likes Number of mentions Sentiments Blogs, Posts, Tweets, Articles Topic trends Influencers Impressions
- 30. The State ofMobile Analytics in 2011
- 31. Analytics Are AMust Have to Convince Advertisers From emerging to maturing market: acquisition and consolidation Major platforms are aligning with analytics companies: Google acquired AdMob for mobile advertising Nokia acquired Motally for in-application analytics RIM partnered with WebTrends for in-app analytics Apple acquired Quattro, then launched iAd for mobile advertising Agency and brand preferences are becoming formalized
- 32. There Are StillSome Caveats Around Mobile Analysis Lack of standards Each tool has its own methodology Sources Carrier Traffic (3G) Vs Site Data (incl. Wifi) Objectivity Open Vs Closed analytics systems Technology Hyper fragmented – both in terms of devices-supported and analytics tools Silos Mobile is an integrator; mobile analytics tools are not
- 33. Final Thoughts onMobile Analytics Mobile and social provide greater insight into campaign success than other media Growth trajectory of all mobile activities are steep Do not ignore mobile just because the analytics industry is not yet mature Internet measurement standards developed from trial and error; its everyone’s interest to make mobile analytics better
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Editor's Notes
- #3 First, the obligatory bit. I work for Maritz Canada, we’re a marketing agency focused on improving business performance through channel sales enablement, engagement marketing and consumer loyalty. Obviously numerically demonstrating success is critical to our success so adding mobile, social and digital to our services gives us insights we didn’t have before. But I’ll get to that. Soon enough.
- #5 Today I’ll really want to give you more of an overview about mobile – why you should care about it, how you could use it and where you should be wary of it.
- #7 I don’t know how often this comes by your desks but the mobile phone – and increasingly the mobile smartphone which is nothing short of a computer – is taking the world by storm. More than ¾ of the world’s population subscribe to cell phones. When I did this presentation 18months ago, that number was 4B. Internet subscribers – less than 30% of the global population. Staggering numbers.
- #8 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #9 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #10 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #11 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #12 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #13 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #14 Closer to home, we may have a relatively low penetration rate compared to western world – EU over 100%, US ~90%, Japan – 94%, But we’re still talking about >23M highly valuable eyes and active users in Canada & growing. With China 59% and India 56%. India is adding btw 10-18M! subscribers per month!
- #15 We here in Canada we are leading the cell phone progression (as much of the world) towards mobile computing. This is important because on this side of the world, as our cell phones have moved from communications to interactive media, we are becoming increasingly active and engaged with mobile and finding that they are indeed valuable devices to own. True its unlike Japan, where a single operator dominates the market and invested in SMS technology and near field communications, turning cell phones into mobile wallets; or Europe where much of the continent uses SMS and gets by with feature phones. We like our toys and with the biggest smartphone makers are in our backyards have finally got turned onto owning them.
- #16 The growth in subscriber numbers and usage is attracting the attention of advertisers. Mobile advertising hovered around 208M in 2009 w rapid growth expected; 49% of marketers expect to increase their spends on mobile. By next year we’ll be looking at close to 1.5B in advertising spends. This does not even include the spend on mobile app and web and technology builds which already hovers north of 2billion in North America.
- #17 Its not just about the numbers but the changing habits they signify. Yes, I do have #s here but its more about the bite sized mocial tools – the highly social mobile medium - that people are adding to their lives, how they are interacting with companies and how you could now interact with them!
- #18 Looking at companies like Amazon and eBay its obvious that mobile is a new revenue channel. Amazon’s attributing 1B to mobile. Ebay attibuted $2B of gross sales to mobile, ~5% of their Gross Merchandise Volume. These are real $s that have to be accounted for & whose contribution to be bottom line needs to be proven.
- #19 So for all the reasons I mentioned and numbers I’ve thrown out at you – its no wonder that in a few short years of existence, almost 50% of marketers feel its important to incorporate mobile into their marketing campaigns. But still: 1/3 of marketers are holding back. The reason is because they don’t know how to build a business case for mobile or measure its ROI.
- #20 I know its not so simple. Unlike other media, marketing can take on an almost unlimited number of forms on mobile. From gathering research to brand awareness to sharing information to transactional app, movies and games and engagement. Determining mobile’s potential value and return really requires a step back to understanding what we are trying to do.
- #21 Not showing you anything new - just reinforcing that it still applies, just with different points to measure. First we establish a baseline of current activity, mentions, ranking and so forth, using proxies where required – i.e. if you don’t currently have a mobile site, check your web logs to see how much traffic on your desktop website is coming from mobile devices. Then set your objective(s) – the action you are getting people to make. Choose the tactics you want to use to lead people to your objective And lastly estimate success and establish benchmarks by which you measure success- increasing time spent in an app; impressions from sharing; mentions etc.
- #22 Then what I do, and what you may do, is set my objectives and the marketing tactics against the marketing funnel to capture all the elements I need to measure. The purpose really is to be cognizant of how I drive more traffic through the funnel to get more “action”/objective out of the bottom. The holy grail of course is to ensure you have the RIGHT TRAFFIC going into the top of the funnel – or bringing people into the funnel further down, i.e. consideration. This is where Mobile - and social – help refine your activities by offering greater insight into activities and offers the chance to course correct.
- #23 Success of media: Mobile, often though SMS and QR Codes CTA on mass ads, brings visibility and clarity as to what ads are working and which are missed Time : Mobile gives tremendous visibility into various aspects of time (super metaphysical ;))- everything from time spent in an app to response time after a call to action, to time of day preferences Targeting : Yes, of course there is a variation of this in almost every type of advertising but the more interactive and personal the medium, the more accurately this is possible - i.e. people outside the demo may not see the ad unlike TV which doesn’t segment except but skewed preferences; and it is also less likely that the device is shared so the audience data is more reliable Leads to Unique : over time, you can build profiles with a unique person with trackable behaviours (yes, easier said than done, but it is being done. We ran a campaign using BBM last summer and were real instant messaging with people (p2p, not computers)and collecting the info in a database). Intent : mobile gives a greater insight into intent than ever before. Impressions and actions that were previously invisible, i.e. “coupon clipping” or local finders, or lost on its way to redemption with generic PINs, is now known. Action: Interactions direct from from mobile CTA are clear and other media CTAs can be measured incl. purchases, both on mobile and increasingly w POS Shared : On the same device the rest of the insights came from, you can also find out how many people passed this information along, uing hashtags and unique pins to track movement of ideas to new people who become Aware and a new group of considers who were given recos by trusted sources NOW - YOU WILL NOT GET ALL THIS FROM 1 SOURCE. AT THE MOMENT IT’S A PUZZLE TO PUT TOGETHER A STORY – THE PIECES ARE THERE, BUT THEY NEED TO BE PUT TOGETHER
- #24 MFB description Lots of awareness but most measured activity took place on mobile – where we made real 1:1 connections, captured contest entrants; users signaled their consideration by visiting the offers we had on mobile and then either downloaded or fwded the offer to a friend. From PINs tied to the offers we can track back a 3-5% lift at retail which is directly attributable to our campaign.
- #25 Marketers may choose to execute plans in a variety of ways but on mobile it will predominantly live in one of the above formats - there’s also bluetooth, MMS and NFC but these are by far most popular mobile tools that need to be assessed today.
- #26 If you need to connect to the mobile operators to run an SMS campaign, you need to work with an SMS aggregator who can then track the inbound and outbound messages. To use BBM or IM you would need to do it manually or track incorporation into app (APIs are soon to be released) You’ll get some of the basics which can be mapped to awareness, engagement and consideration.
- #27 When it comes to mobile apps there are some great free and paid tools that give you quite a lot of insight into how an app is being used. Of course, the tools vary in terms of what they can support but there is enough information to certainly support the marketing and development community.
- #28 The mobile web world is similar to online – both in terms of what it can report and who’s dong the reporting. Some of these own or are partnered with the sites they report on (closed systems) while others are deployed as an objective 3 rd party Now it’s a visibility into how people are using the site when they are on the move. Neilsen – habits and trends, not site by site usage
- #29 There are lots of different advertising network options from the Blind networks with high volume, low targeting capability sites to Premium networks that offer more reliable targeting data and premier site content by interest.
- #30 There are some Social listening out there that are free but the majority that give you real value including sentiment information, natural language understanding and deep information on user groups have to be paid for. They all have their own way of slicing and dicing the information so you’ll want to understand this when selecting your tools of preference. Full disclosure, Maritz Research recently acquired Evolve24
- #32 A lot has happened over the last 18 months in this space – with interest from advertising on a steep incline, metrics have become critical to sales. As a result, the major platforms are all acquiring analytics companies to make it easier to sell ads, either themselves like Apple or by 3 rd parties like RIM that partnered with webtrends, hoping to give developers a leg up. We are also starting to see preferences amongst clients for using tools that they use in the offline world where possible and dipping their toe in in the free world when its still new.
- #33 Methodologies – no oversight on measurement techniques Source: Carrier – only 3G traffic; wifi difficult. Sites can do both but will outsource to different firms Leads to prob of objectivity – 3 rd party tool or one the site owns, which is inherently not objective. Deploying in-house analytic solutions is a great first step here, but it falls short of what companies need to do in the space to maximize revenues Technology – to link is coming but not there yet; certainly when retail techs are implemented, the in-retail activation can better tie mobile to action. Symbian and Palm are often not supported; older smartphone devices too i.e. don’t support cookies so uniques is difficult to measure Silos – mobile links different media and activities, if purchase doesn’t happen directly on it or if unique identifiers aren’t used then its difficult to tie to ROI
- #34 What I hope you take away from this day is that mobile is a hugely important medium to business that can make a valuable contribution to marketing – providing insight into habits and behavior that other media doesn’t or doesn’t do as well. And there is no shortage by which you can measure mobile’s success. They may not be perfect, or what you are used to, but they do exist and there is too much at stake to ignore them. Others are using the tools to measure and tweak campaigns- the alternative is to wait while they prove its success. I think back to the days of the Internet and think – sure, jumping in with two feet and no back up plan is excessive, but waiting for all the pieces to be in place before moving forward is a missed opportunity. Especially when the mobile world is moving as fast as it is.