Keynote presentation to GSMI's Mobile Strategies Summit in Chicago - April 10/11 2013. Overview of key trends driving mobile explosion and how marketers are looking at Big Data.

1. Mobile Analytics:
Why Measurement is Mission Critical
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2. Agenda
• Digital Trends Defining our Future
• Mobile: The Consumer’s Lens to the World
• Big Data: Marketing’s Currency of Choice
• Mobile Analytics
• A Current State of Affairs
• A Model for Success
• Key Takeaways
• Q&A
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3. Digital Trends Defining Marketing’s
Future
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4. The new math:
Smartphone + tablet > PC
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5. The amount
of time
spent with
mobile is
growing at
14 times
the rate of
the desktop
web
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6. Time spent is not the only measure of the
shift from desktop to mobile
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7. Wonder why
mobile is
becoming a
preferred
medium to on-
line? In a
nutshell – it’s
more effective!
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8. Mobile can no
longer be an
afterthought
for marketers
digital
strategies.
Going forward,
mobile should
be the first
thought!
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9. Data emerges as marketing’s
key currency
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10. Marketers
understand that
data is GOLD and
they are
investing heavily
in tools to better
harvest it!
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11. The Website
remains the best
source for
generating data
on customers but
increasingly, the
website means
mobile sites, apps
and landing pages
too!
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12. The majority
of companies
today
characterize
themselves
as “data
driven” but
most still see
gaps in their
use of Big
Data
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13. Retailers may
be the most
obvious
beneficiaries
of Big Data,
but
all industries
need to get
better at
analyzing and
using the
information
they collect
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14. “Big Data” is only getting bigger
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15. Big Data at work:
Optimization, Targeting & Personalization
for you
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16. OPTIMIZATION DELIVERS SATISFYING EXPERIENCES
60%
lift in
completed
applications
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17. OPTIMIZATION DRIVES LIFT IN CONVERSION
20%
Increase in
opportunities
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18. REAL TIME STREAMS: FUELING MARKETING PROCESSES
Seamlessly stream as-it-
happens customer intelligence
into all marketing & business
applications to optimize your
customer relationships:
 Product recommendations
& promotions
 Ad serving demand side
platforms
 Marketing Automation
 Fraud Detection
 CRM & Call Center
Integration
 Display advertising
 Site Hygiene and
Monitoring
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19. Activity sparkline will show product
views on the site as they happen
Aggregate counts of
key measures during
Flyout will show
time window
top 5 products
across all
categories until a
category is
selected – then it
will show top 5
products for the
Average lines will show what selected category
products have above average (including product
interest (views and conversion) views, cart add,
orders, and
conversion rate)
Actual images of
Scatterplot will show popularity of product
products purchased
categories by % of views and % of orders – the size
will be pulled in as
of the bubble will be based on conversion rate
orders complete
Zoomable map will show where Device stream will show Source stream will show
activity is coming from as it happens what percent of traffic activity as it happens and
and density of activity with heatmap comes from various devices distribution for time window

20. Mobile Measurement:
A Paradigm for Success
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21. 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
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22. Mobile ROI – Flying Blind
63%
don’t know or
haven’t measured
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23. Mobile Measurement – The Silos
*mobile payment, NFC, and Email emerging
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24. Mobile Measurement Maturity
ADOPTION
App Downloads
Site or App Visitors
App usage (% of DL)
Geo Distribution
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25. Analytics Strategic Plan
MULTI-CHANNEL VISITOR-LEVEL ACTION
ANALYTICS ANALYSIS SEGMENTATION PERSONALIZATION SYSTEMS
MARKETING
APPLICATIONS
Digital Track and Segmentation Test & fine Push to
analytics: measure visitor around tune website CRM/email and
commerce and data: purchase & behaviors making the target
marketing visit history “call to action” customers that
standout showed interest
in certain
products
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26. Cross Channel Measurement Strategy
ACQUISITION
ACQUISITION ENGAGEMENT
ENGAGEMENT USER SURVEY
USER SURVEY SOCIAL LISTENING
SOCIAL LISTENING
(AWARENESS)
(AWARENESS) (BEHAVIORAL)
(BEHAVIORAL) (ATTITUDINAL)
(ATTITUDINAL) (BRAND LOVE)
(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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27. Building a Mobile Measurement Strategy
• Start early and involve ALL
stakeholders
• Find means to measure ALL
mobile traffic/interactions – not just
downloads or visits
Usage Rate
• Build a measurement strategy that
aligns your objectives to
measurable activities
• Think about distribution and format
for reporting
• Focus on critical measures and be
able to assign $$ values to
conversion activities
• Use performance data to improve
programs and user experience
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28. Key Takeaways
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29. Rising smartphone and mobile web
adoption signal new imperatives for
marketers.
•This is the primary lens into the digital
world for many and we need to treat it
accordingly.
•Marketers need to look at mobile as no
longer a sideshow but - the main event.
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30. Mobile is consuming far greater
amounts of time in a multi screen
world and tablets will only add to
this trend.
•The way in which consumers behave on
their devices is fundamentally different
than the desktop web and proper
measurement reveals this!
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31. Your website remains the single
best tool for generating actionable
information about your customer and
“website” doesn’t only refer to your
broadband site .
•It’s all your sites/apps and you need to
measure all of them holistically and
create a “digital footprint” for your
consumer.
•Think Omni Channel in your approach to
measurement and don’t create new data
silosapp!
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32. Big Data: You Absolutely Must Get Your
Arms around it!
 The data generated by multiple interactions
across multiple devices and platforms is
expanding at an exponential rate, far faster
than our collective ability to process and make
sense of it.
 But the day where that information represents
true currency for most companies—in actual
dollar terms as well as more figuratively as a
tradable commodity—is rapidly approaching.
- Content may power the media machine, but data sets the
course for the whole enterprise.
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33. The smartphone-equipped, socially
connected shopper is here to stay
 If 2012 was the year showrooming moved to
the mainstream, don’t expect the tide to turn
in 2013.
 Marketers and retailers are better off moving
with the tide rather than against it.
 Two primary hallmarks of the smart-device
shopper are high expectations and limited
patience.
- Failing to deliver on these expectations implies considerable
risk.
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34. Success in this channel is tied to
precise multi-channel measurement.
•Failing to measure is unacceptable.
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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35. Mobile is all about RELEVANCE.
Testing, targeting and site
optimization are table stakes for the
successful mobile marketer
•Mobile users EXPECT relevance and if you
don’t deliver … they find other brands that
are relevant.
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36. Q&A
Michael Ricci, VP Digital & Solutions Marketing | @MobileNTRacTV
mike.ricci@webtrends.com
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37. Mobile Measurement & Analytics - Resources
The MMA Primer on
Mobile Analytics
Mobile Marketing Update
September 2012
Issued by the MMA Mobile Analytics
Committee
Co- Chairs: Mik e Ricci, WebTrends and Anders
Rosenquist, Ph.D., POSSIBLE
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38. June 2012 “Mobile Marketing Metrics Best Practices”
The Subchannels In Mobile
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39. June 2012 “Mobile Marketing Metrics Best Practices”
The Subchannels In Mobile (Cont.)
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40. May 2012 “Mobile Measurement Is An eBusiness Imperative”
Key Metrics For Mobile Websites
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41. May 2012 “Mobile Measurement Is An eBusiness Imperative”
Key Metrics For Mobile Websites (Cont.)
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