Mobile analytics 3.0

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Direction. Acceleration.
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Agenda
•  What Problem Are We Trying To Solve
•  Who Benefits
•  Our Approach
•  Our Output

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A glass ½ full or ……..

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What phones can do and what we do
with them has evolved tremendously

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Smart phones now deeply integrated into
our daily lives…

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All projections point to exponential growth…
Mobile Access to Rival PC Access by 2013/14
M-Commerce Spend to Grow 3x by 2015
Mobile
Advertising
Grows 2x by
2015
Mobile Searches
Grow 4x by 2015
Sources: e-Marketer, Gartner, RBC Capital

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Measurement woes for marketers….
63%Haven’t Measured
Mobile ROI
51%Are Not Executing a Mobile Strategy
33%“Don’t know how to measure
the ROI of Mobile”
52%Struggle to Get Budget
For Mobile
Source: Forrester, Mobile Chanel Strategy
Report(6/11), e-Marketer, Ovum/IAB
55%Spent less than $50K

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Mobile is the most measurable channel

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But there are issues …

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The biggest challenge
This Is Not This

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Once size fits none ….
Mobile
Analytics

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5 main challenges that impact mobile
measurement
1.  Usage
2.  Ecosystem
3.  Persistent Identity
4.  Analytics
5.  Market level tools

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1. Usage is diverse
•  Modality
–  SMS, Apps, Web
•  Device Type
–  Smart vs. Feature vs. Tablet
•  Browser Type
–  Safari vs. Opera vs. Chrome
•  OS
–  iOS vs Android vs. Windows
vs. Blackberry
And this creates Data Silos

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2. Mobile ecosystem is fragmented...
Which leads to data getting munged along the way

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3. Persistent identity is the key to all
digital analytics ….
And cookies just don’t work consistently in mobile

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4. Drawbacks of applying traditional web
analytics to mobile…
They don’t work ….

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5. Market level tools have severe limitations
1.  Sample vs Census vs Hybrid
2.  Measure modalities differently
3.  Useful for topline measures only

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Confused? You are not alone….

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Rapid evolution of usage & adoption
has left us catching up to measurement

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8% of time, but less then 1% of spend,
but not for long…

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Mobile Measurement:
most crawling, flying will take a while

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44% of Fortune
100 Co.
Have No
Mobile Content
Strategy*
* Pure Oxygen Lab 2013
A glass ½ full or ……..

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Additional Resources
•  Whitepapers
–  State of Mobile Measurement (IAB) @ http://tinyurl.com/4x6rc4a
–  The MMA Primer on Mobile Analytics @ http://tinyurl.com/9vzm5tj
–  Mobile Marketing Metrics @ http://tinyurl.com/8nshbex
•  Relevant Infographics
–  http://econsultancy.com/us/blog/7697-10-mind-blowing-mobile-infographics
•  Apps vs Web
–  http://allthingsd.com/20121129/now-its-a-race-comscore-adds-up-web-mobile-and-app-
eyeballs-for-the-first-time/
–  http://www.forbes.com/sites/fredcavazza/2011/09/27/mobile-web-app-vs-native-app-
its-complicated/
–  http://econsultancy.com/us/blog/7832-the-fight-gets-technical-mobile-apps-vs-mobile-
sites
•  General Websites
–  http://www.mobilemarketer.com/

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Questions?

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email: evan@storylinecorp.com
LinkedIn: www.linkedin.com/pub/evan-neufeld/0/b29/5ba
Twitter:@mobilewallah

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Key measures mobile vs. desktop
new slide

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Product Demo: Google Analytics
http://www.google.com/analytics/features/tour.html

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Mobile Analytics Version
1.  Demographics
2.  Traffic Source
3.  Device Type
4.  Browser Type
5.  Carrier Network

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1.  UVs
2.  Page Views
3.  Data consumption
4.  Returning Visitors*
5.  Time of Day
6.  Segmentation*
7.  Session time
8.  Session type
9.  Location
10. Bounce rate* When possiable

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1.  ROI
2.  Surveys
3.  Actions Taken

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Key measure for apps
•  Finding & Using
–  Total Downloads
–  Total Installs
–  Unique Users
–  Active Users Rate ( app users/
total downloads)
–  New Users
–  Conversions
–  Churn
–  devices and networks used to
access app
–  Geography
–  Depth (# of screens)
•  Engaged & Loyal
–  Frequency of visits
–  Depth of visist (Ratio of visiting to
users over time)
–  Duration
–  Bounce Rate
–  customized tracking of special
content, like video
•  High Value Activities
–  Audience Characteristics
–  User Activities
•  Retrain & Encourage
–  Stickiness
–  Leverage
–  Feedback /Ratings

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Upstream & downstream works very
different in apps

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Many traditional analytics companies
have some app analytics capabilities….

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Dash Board Review: Flurry

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Mobile analytics 3.0

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