Scott Chapin

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Scott Chapin

  1. 1. TODAY’SOPPORTUNITIES,TOMORROW’SCHALLENGES Presented by SCOTT CHAPIN | SVP Digital Strategy | Marcus Thomas LLC
  2. 2. 49.7%Percentage of U.S. mobilephone subscribers using asmartphone as of February2012.Nielsen
  3. 3. 50.1%Smartphone market sharefor Android in the U.S.(February 2012).comScore
  4. 4. 2.12BText messages sent in 2011.CTIA
  5. 5. 40M+Tablets sold within the U.S.in past 2 years.comScore
  6. 6. 15M+Number of websitescurrently running GoogleAnalytics.BuiltWith
  7. 7. WHAT IS MOBILE? The term “mobile” continues to evolve as new applications and devices are introduced. Mobile marketing is about reaching consumers wherever they may be.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 7
  8. 8. MOBILE TOOLS Web CONTINUALLY EXPAND Check-in SMS Five years ago, mobile marketing consisted of mobile websites and SMS. Now, through Mobile Marketing the widespread adoption of smartphones, we’ve moved well beyond simple websites Search Apps and text messaging. QR CodesToday’s Opportunities, Tomorrow’s Challenges 4/11/2012 8
  9. 9. PHONES VS. TABLETS When it comes to apps, there are many devices to target. The size of the device and how your customers are using it should drive the type of app being built.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 9
  10. 10. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 10
  11. 11. WEEKDAY DEVICE USAGE comScoreToday’s Opportunities, Tomorrow’s Challenges 4/11/2012 11
  12. 12. WEEKEND DEVICE USAGE comScoreToday’s Opportunities, Tomorrow’s Challenges 4/11/2012 12
  13. 13. DATA COLLECTION HAS EVOLVED From the early days of log files to the modern JavaScript tags, data collection has become increasingly easier.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 13
  14. 14. INTERFACES HAVE IMPROVED Moving from data tables to graphs and charts; from fixed dates to date ranges to live data, analytics interfaces have improved tremendously.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 14
  15. 15. MEASURING ROI HAS BECOME REQUIRED We no longer track hits or even just pages, but paths, multichannel conversions and true business drivers.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 15
  16. 16. AND NOW WE MEASURE MORE THAN WEBSITES Digital analytics is no longer just measuring a website, but multiple sites, social media, mobile websites, mobile apps and more.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 16
  17. 17. WHY DOESMOBILE MATTER?
  18. 18. WHY DOESANALYTICS MATTER?
  19. 19. ROI IS DRIVING MARKETING
  20. 20. DATA IS EASIER THAN EVER TO ACQUIRE
  21. 21. WE CAN FINALLY DETERMINEWHICH 50% ISN’T WORKING!
  22. 22. TOP ANALYTICS PLATFORMS Today there are many players in the analytics world. From enterprise providers to free and open-source solutions, there is a tool for everything.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 23
  23. 23. MOBILE ANALYTICS CONTINUES TO GROW While all of the large Web analytics providers have added mobile tracking and reporting, niche players also have development specializing around mobile.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 24
  24. 24. SOCIAL TOOLS ALSO EXPAND The number of social media monitoring and analysis tools increase every week.Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 25
  25. 25. TODAY’S CHALLENGESMANY PLATFORMS, MANY RULES
  26. 26. Today’s Opportunities, Tomorrow’s Challenges 4/11/2012 27
  27. 27. TODAY’S CHALLENGESMANY PLATFORMS, MANY RULES REPORTING OVER ANALYSIS INCOMPLETE DATA AND TOOLS
  28. 28. MOBILE ISEVERYWHERE,GET ON BOARD
  29. 29. YOU AREAN ANALYST!
  30. 30. QUESTIONS

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