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Mobile Analytics

T
tchenard

Overview of mobile analytics and my implementation experience at R.H. Donnelley

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Mobile Analytics,[object Object],Todd Chenard,[object Object]
My Background,[object Object],Sr. Manager Website Analytics at IHS,[object Object],Cheaptickets.com (‘03 – ’05),[object Object],DexKnows.com (‘05 – ‘09),[object Object],IHS.com (’09 – Current),[object Object],Involved in the deployment of the DexKnows mobile platforms from the Spring of 2008 through December 2009.,[object Object]
US Mobile Market at a Glance,[object Object],228M individual mobile subscribers1,[object Object],6.1% year over year subscriber growth1,[object Object],As point of comparison, 220M Internet users2,[object Object],1 ComScore M:Metrics for 3 months ending October 2008,[object Object],2 Nielsen/NetRatings in June 2008,[object Object]
Mobile Market is Rapidly Changing,[object Object],Smartphones!,[object Object],Ever increasing Wi-Fi coverage and faster carrier networks, e.g. 3G and the coming 4G,[object Object],‘All you can eat’ data plans,[object Object],Carrier ‘walled gardens’ slowly coming down,[object Object]
Smartphone Growth Trend is Real!,[object Object],[object Object]
106% year over year growth1
Ad

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Mobile Analytics

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. 106% year over year growth1
  • 7.
  • 8.
  • 9. Smartphones represent the majority of Internet usage from mobile devices. 90% of mobile traffic (hits) on DexKnows.com comes from smartphones. 51% of traffic hits from the iPhone alone.
  • 10. Due to the ‘on the go’ nature of mobile, the traffic is mostly incremental and therefore very little cannibalization of PC traffic.
  • 11.
  • 12.
  • 13. JavaScript not available or very limited in WAP/xHTML interfaces
  • 14. Referrer not available for pixel based tracking in WAP/xHTML.
  • 15. IP Address can change several times during a session (switching between towers and/or Wi-Fi) or the IP reflects the network gateway, e.g. Blackberry.
  • 16. SMS tracking is strictly server based. No image capability for 1-byte image send from client device.
  • 17.
  • 18.
  • 19. Omniture offers mobile reports in SiteCatalyst 14, a non-javascript pixel tag, and recently announced iPhone App tracking.
  • 20. WebTrends offers mobile reports and non-javascript pixel WAP tracking.
  • 21. Coremetrics 2009 now offers mobile analytics.
  • 22. Mobile specific analytics provider, e.g. Mobilytics, Admob Analytics, Amethon Analytics, Bango Analytics
  • 23. These vendors are better at tracking across almost all mobile platforms and have better visit ‘sessionization’ and unique visitor tracking.
  • 24.
  • 25.
  • 26.
  • 27. ‘Location Awareness’ device functionality and applications will rapidly grow. Can your website use location awareness on mobile or in a PC browser?
  • 28. SMS (the ugliest ‘walled garden’) will slowly die over the next few 5-10 years. Replaced by IM services and/or Twitter.
  • 29.
  • 30. Start planning smartphone optimized browser versions of your website, e.g. iPhone (1st), Blackberry (2nd), Android (3rd).
  • 31. Review whether downloaded apps make sense for your business, e.g. iPhone, Blackberry, or Android.
  • 32.
  • 33. Match the user agents to a comprehensive list of mobile user agents such as WURFL or Device Atlas: (http://wurfl.sourceforge.net/ or http://deviceatlas.com/)
  • 34. Calculate % of hits from mobile devices. This will provide a rough idea of overall mobile usage. Further breakout % of hits coming from smartphones by grouping user agents.
  • 35.
  • 36. Even though mobile Internet access speeds are rapidly increasing, still minimize the size of your pixel based calls to avoid a slow user experience. Use coded values for custom parameters when possible, and only send the parameters necessary.
  • 37. Mobile devices are all very different in their browser functionality, JavaScript support, etc. Test your mobile analytics using various devices. Borrow your fellow employees mobile phones instead of purchasing a bunch of test phones.