1) Traditional online marketing analytics are not enough to measure mobile marketing effectively as mobile user behavior differs significantly. Mobile users are more likely to take immediate action like making a phone call rather than traditional online actions. 2) There are now many mobile analytics tools available so the myth that there are not enough tools is no longer true. Marketers should use mobile-specific analytics to properly track user behavior. 3) Phone calls are high value leads and the volume of mobile calls to businesses is increasing dramatically so call tracking is critical to understand mobile marketing performance.

1. Jason Wells
@logmycalls
The Myths of Mobile Metrics
ContactPoint makers of LogMyCalls

2. About Me
• CEO of ContactPoint, makers of LogMyCalls
• Senior Vice President of Sony Pictures over global mobile
marketing, mobile business
– Tracking mobile metrics critically important

3. The Myths of Mobile Marketing Metrics
• Myth /miTH/ noun
– A false collective belief that is used to
justify [something]
– A tradition without determinate basis
in fact
Mobile is full of myths

4. Mobile Marketing is Full of Myths
Mobile marketers „grew up‟ as online marketers
• Think like online marketers
• Market like online marketers
• Look at analytics like online marketers
• Optimize like online marketers

5. There are nearly 7 billion people on Earth
4.2 billion own a toothbrush
5.1 billion own a
mobile phone

6. The primary consumption
devices are now wholly mobile.

7. Marketers

8. Mobile Marketing is Different
‘Severely Anxiety Inducing’
90%
91% of U.S. smartphone 80%
70%
owners have their phone 60%
within arms reach 24/7 50%
40%
30%
20%
10%
0%
Morgan Stanley, 2012
Source: Taylor Nelson Sofres, 2012

9. Mobile Engagement is Different
53% of all smartphone
searches have local
intent
- Google, Microsoft, 2012

10. Mobile Engagement is Different
Less than 10% of
desktop searches have
local intent -
- Google, 2012

11. Mobile Engagement is Different
70% of smartphone
users use their phone
to search while
shopping in-store
- Google, 2011

12. Mobile Engagement is Different
0% of searchers use
their users use their
desktop to search in-
store
- Common Sense, 2012

13. Mobile searchers are looking
for immediate answers

14. Mobile search will
surpass desktop search
in 2014 or 2015
Google, eMarketer, 2011

15. “In three years time
desktop search will be
totally irrelevant.”
Google, Nov. 2010

16. Mobile Search is Different
Mobile Search Response
90% of mobile searchers take No
Action
action within ONE DAY 10%
50% of mobile searchers Action
Taken
PURCHASE 90%

17. Mobile users respond, behave
and interact in entirely different
ways.

18. And yet…
• Most mobile marketers are…
– Still measuring traditional online analytics

19. 5 Myths of Mobile Marketing Metrics
1. Traditional Online Analytics Are Enough
2. There Aren’t Enough Mobile Analytics Tools
3. Don’t Worry About the Phone
4. Track as Much Data as Possible
5. Google Adwords Analytics is Enough

20. Myth I – ‘Traditional’ Analytics Are Enough
• Bounce Rate
• Unique Visitors
• Pageviews
• Abandon Rate
• Avg. Visit Duration

21. Myth I – ‘Traditional’ Analytics Are Enough
Most Common Methods of Mobile Engagement
1. Map Look-Up 68% of mobile searchers lookup maps to a business
2. Phone Calls 61% of all mobile searches result in a call to a business
3. Social Media 59% of mobile users interact with businesses via social media
4. More Research (traditional metrics on a website)

22. Traditional metrics are important.
But they do not measure the most
common forms of mobile response

24. Myth II. Not Enough Mobile Analytics Tools
In 2010 30% of mobile marketers said there were not enough
analytics to measure ROI
– r2integrated, 2010
Not true today
- Google Analytics mobile
- Call analytics advances
- SMS Analytics platforms
- SoMo analytics platforms

26. There are a variety of mobile-
specific analytics platforms
available.
Don‟t settle.

28. Myth III. – Don’t Worry About The Phone
Report released in June 2012
• Businesses will receive 70 billion calls from mobile devices by
2016. Today that number is 20 billion
• Calls to businesses will more than double by the end of 2013
• 20 calls/day now = 41 calls/day in 15 months

29. Myth III. – Don’t Worry About The Phone
• Phone Calls Are High Value Leads
– Only 2% - 8% of inbound web leads are ready to buy in 3 months
- MECLabs, 2012
– Inbound phone leads are 15-20 times more likely to buy than
inbound web leads
- ContactPoint, 2012

30. More phone calls means more urgent
need to track analytics. You should
worry about the phone.

32. Myth IV. Track as Much Data as Possible

33. The majority of mobile landing pages
have too many fields - Atmio

34. GOOD

36. Mobile landing pages with only 1-2 form
fields convert 60%+ more than pages with
more form fields - Atmio

37. Myth V. Adwords Analytics is Enough
Case Study – Holiday Inn Express
• Tactics
– Put LogMyCalls local numbers in click-to-
call (mobile PPC) ads
– Put phone numbers in these ads with
phrases like ‘Call us Now’
• Results (for every $10K spent)
– Google Measured – 1800 calls
– Actual Call Analytics
• Only 890 Calls Completed (48.3%)
• 270 Qualified Opportunities (15%)
• 180 Reservations Booked (10%)

38. Without gathering call analytics CPL, CPA, CPC would
have been totally wrong
Would alter optimization, ad copy, future spend
and assumptions
Use a call analytics number as call extension.

40. The Mobile Sales Funnel
Almost all web leads
enter the funnel
Awareness
unready to buy
Evaluation
Mobile leads are in ‘buying’
Decision mode

41. What’s Your Goal?
“When it comes to mobile, think different. It is a platform like
none other on the planet. You don’t have to guess what to do. The
data and you are truly BFFs.”
- Avinash Kaushik, Google, 2012
“Mobile demands that we forget traditional ways of creating
experiences and delivering value. The opportunity has not truly
exploded yet, but we are approaching that moment.”
- Avinash Kaushik, Google, 2012

42. Thank you!
• Free WhitePaper on mobile marketing
• LogMyCalls.com/speak