The document discusses the critical importance of mobile measurement and analytics for marketers, highlighting that many brands lack effective mobile strategies and data usage. Key takeaways emphasize the necessity for sophisticated and integrated mobile marketing approaches that align with evolving consumer behavior and technology. It stresses that mobile should be treated as a primary marketing channel rather than a secondary concern, with accountability measures akin to those in traditional digital marketing.

1. Mobile Measurement:
A Customer Intelligence Imperative
Michael Ricci – VP Digital Solutions
September 19, 2012
@MobileNTRactv
© 2012 Webtrends, All Rights Reserved.

2. Agenda
• eMarketer’s Global CMO Survey
• Mobile Trends Shaping our Future
• Mobile Analytics
• A Current State of Affairs
• A Model for Success
• Best of Breed Practitioners – case studies
• Takeaways
• Q&A
© 2012 Webtrends, All Rights Reserved. |2

3. eMarketer’s Global CMO Survey
© 2012 Webtrends, All Rights Reserved. |3

4. What Keeps CMOs Awake at Night?
• Data explosion
fueled by
“Splinternet” tops
list of concerns
• Social media a
close second
• 56% focused on
ROI and
accountability.
© 2012 Webtrends, All Rights Reserved. |4

5. CMOs Top Priorities: The Next 3–5 Years
• Customer
Analytics &
Predicative
Analytics show
focus placed on
measurement!
• Mobile (#4) and
tablet investments
(#6) reveal intense
focus on this
channel
© 2012 Webtrends, All Rights Reserved. |5

6. Mobile Trends Shaping our Future
© 2012 Webtrends, All Rights Reserved. |6

7. Mobile and Web are becoming synonymous …
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8. as Internet access from mobile devices expands
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9. Ad effectiveness is an important driver behind
mobile adoption
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10. © 2012 Webtrends, All Rights Reserved. | 10

11. Average expected change in mobile marketing
budgets in 2012
+35%
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12. Mobile Measurement
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13. Mobile Measurement Disconnect
• Less than one-third of global brands
have developed a mobile strategy.
• Two-thirds have no real
measurement or analytics in place.
• Data not being used to inform
strategy or enhance mobile UIs.
Analysts termed this a key
impediment to success in this
channel.
• Smartphone & tablet explosion and
rapid growth of mobile data services
only aggravating issue and creating
a measurement “imperative.”
@MobileNTRactv
Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research
“How Mature is your Mobile Strategy?” October 2010 Forrester Research
© 2012 Webtrends, All Rights Reserved. | 13

14. Mobile ROI – Flying Blind
63%
don’t know or
haven’t
measured
© 2012 Webtrends, All Rights Reserved. @MobileNTRactv | 14

15. Mobile Measurement – The Silos
*mobile payment, NFC, and Email emerging
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16. Analytics Strategic Plan
MULTI-CHANNEL VISITOR-LEVEL ACTION
ANALYTICS ANALYSIS SEGMENTATION PERSONALIZATION SYSTEMS
MARKETING
APPLICATIONS
Digital Track and Segmentation Test & fine Push to CRM/
analytics: measure visitor around tune website email and target
commerce and data: purchase & behaviors making the customers that
marketing visit history “call to action” showed interest
standout in certain
products
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17. Cross Channel Measurement Strategy
ACQUISITION ENGAGEMENT USER SURVEY SOCIAL LISTENING
(AWARENESS) (BEHAVIORAL) (ATTITUDINAL) (BRAND LOVE)
FACEBOOK
SMS
VDM
APP
A10
WEB
A10
TWITTER
FB
SURVEY
Apps
APP
Apps
Ads
BLOGS/WEB
A10
A10
DB3
SITE
BEAT
HUB
A10
SURVEY
SITE
A10
RI
Social
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18. Mobile Measurement Maturity
ADOPTION ENGAGEMENT EFFECTIVENESS
App Downloads Frequency – visits/visitor Objective Oriented Conversions
Site or App Visitors Depth – event/visitor + duration High Value Activities
App usage (% of DL) Retention Rate (% returning)
Geo Distribution
© 2012 Webtrends, All Rights Reserved. #WTdmm @MobileNTRactv | 18

19. Build a Mobile Measurement Strategy
• Build a measurement
strategy that aligns your
objectives to measurable
activity
Usage Rate
• Start early and involve
stakeholders
• Think about distribution and
format
• Find means to measure ALL
mobile traffic/interactions
• Focus on critical measures
• Use performance data to
improve programs and user
experience
© 2012 Webtrends, All Rights Reserved. | 19

20. Best of Breed Practitioners
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21. Webtrends Mobile Site Tracking ! !BMW!
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22. Webtrends Mobile Site Tracking NY Times!
© 2012 Webtrends, All Rights Reserved.
2011 | 22

23. Webtrends Mobile App Tracking Fandango!
© 2012 Webtrends, All Rights Reserved.
2011 | 23

24. Webtrends Mobile Site Tracking Gatorade!
© 2012 Webtrends, All Rights Reserved.
2011 | 24

25. Key Takeaways
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26. Key Takeaways
Rising smartphone and mobile web
adoption signal new imperatives for
marketers.
Marketers need to look toward the day when the mobile web is
no longer a sideshow but a main event. That day is finally
upon us and mobile must become a key tool for today’s digital
marketer!
© 2012 Webtrends, All Rights Reserved. | 26

27. Key Takeaways
Mobile advertising is following a similar
evolution as the desktop.
Search and display are emerging as the dominant mobile ad
formats. The outlook for mobile ad spending overall is trending
sharply upward.
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28. Key Takeaways
Mobile Marketing is not just about apps
but also about SMS, mWeb, Search, QR
Codes, Voice, AR and countless other
relevant tactics.
The right tool depends on having the right strategy, precise
measurement and understanding that all these tactics need to
work in concert. Find mobile partners that understand this and
aren’t trying to solve every mobile program with yet another
app!
© 2012 Webtrends, All Rights Reserved. | 28

29. Key Takeaways
The future of mobile is all about
sophistication, integration.
More capable devices, faster networks, savvier mobile
consumers and richer experiences lie ahead. Marketers’
strategies must seek to integrate mobile (with WWW, social,
email, POS, print, broadcast, etc.) and evolve experiences in
line with the growing sophistication of mobile devices and
consumers usage patterns.
© 2012 Webtrends, All Rights Reserved. | 29

30. Key Takeaways
Success in this channel is tied to
precise multi-channel measurement.
Failing to measure is unacceptable going forward. Mobile is no
longer an experiment and treating it that way is professionally
irresponsible. Going forward, mobile marketers will be held to
the same level of accountability as their digital peers.
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31. Q+A
Michael Ricci, VP Digital | @MobileNTRacTV
mike.ricci@webtrends.com
© 2012 Webtrends, All Rights Reserved.

32. Mobile Analytics - Resources
The MMA Primer on
Mobile Analytics
Mobile Marketing Update
September 2012
Issued by the MMA Mobile Analytics
Committee
Co-Chairs: Mike Ricci, WebTrends and Anders
Rosenquist, Ph.D., POSSIBLE
© 2012 Webtrends, All Rights Reserved. | 32