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The Future of Mobile Analytics

Why Effective Measurement Is a Foundation
for Successful Mobile Programs




                        © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

          1
Agenda


•    Intro to Webtrends & iLoop Mobile
•    Problem Definition
•    Eradicating Data Silos
•    Mobile as a part of Digital eCRM
•    Mobile Measurement
     •  Maturity Scale
     •  What Should be Measured?
     •  Taking a 360º approach
•  Case Studies – Brands Who Understand Importance of
   Measurement
•  Q&A



                                              © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

                                    2
About iLoop Mobile

•  Industry leading technology and services make it fast and easy
   to create, manage and analyze mobile marketing campaigns
   and content delivery initiatives worldwide

•  Award winning iLoop Mobile Platform for creating state-of-the-                                                McDonalds: Enjoy one
   art SMS/MMS campaigns, mobile sites, POS mobile coupons,                                                      FREE Small McCafe. Code

   LBS messaging and other mobile marketing initiatives                                                          34d83w Exp.1/6/10 Text
                                                                                                                 HELP for help. Text STOP
                                                                                                                 to cancel.


•  Industry leader in mobile marketing strategy, managed service
   campaign delivery and professional services

•  Campaign design that achieves mission critical marketing
   objectives, answering the individual needs of customers

•  Customers include Fortune 500 brands, agencies, media
   companies, and other tier-one companies




                                                                    © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
About Webtrends

•  Founded the web analytics industry in 1993 and
   recognized as undisputed global leader in digital (web,
   social, mobile) analytics

•  HQ in Portland and offices in London, Sydney, Tokyo,
   Paris, Milan, Beijing & Singapore

•  Help our customers turn data into insights and understand
   customer behavior across a broad array of digital channels

•  Industry’s leading mobile analytics solution which
   effectively brings together mobile web, applications, and a
   host of other key mobile data into one comprehensive
   platform

•  Partner of choice for some of the leading brands in mobile
   today




                                                                 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
IAB Study on Mobile


                      Study undertaken by Ovum. Published July 2011

                      •  Over 50% stated that they are treating mobile as
                         integral to advertising strategy
                      •  35% revealed they will increase spend by over
                         50%
                      •  60% revealed smartphones are a high priority
                      •  31% stated they are actively developing tablet
                         apps
                      •  69% stated their largest frustration is lack of
                         standardized metrics/measurement.




                                                © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

                                 5
Mobile Program Measurement – Current State




                                                               63% Don t
                                                                Know or
                                                                Haven t
                                                               Measured




                                   © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
OCT 2010 Thomas Husson – Mobile Strategy
APR 2011 Joe Stanhope – Mobile Measurement Imperative
•    Less than 1/3 of global brands have developed a mobile strategy
•    2/3rds 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 an imperative


                                                           © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Was last year 2010 or 1999?                      Mandate




  I don t know what a n
     APP
 website is, but I know I
 need to have one.




                                     Experimentation


                              © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
38% are
dissatisfied
with branded
apps …
Source: EffectiveUI 2010




                           © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Eradicating Silos - Consumer Centric Marketing


            Media/Channel Silos                 Consumer Centric View
              Mobile!


                           Social!                      Mobile!



    Site!                                                                               Social!
                                               Site!


                                     Email!



            Search!
                                              Search!                                     Email!
                        Display!


                                                         Display!




                                                        © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Breaking Down Mobile Silos – informing eCRM



                                                                                             Email


                                                                                     WWW Analytics




                                eCRM Database
                                                                                         Social Media


                                                                                             Search


                                                                                             Display


                                                                                             Mobile


                                                                             Offline/Direct Response




                                                © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Mobile as a Part of Digital eCRM




                         © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Insights come from across digital channels

                               © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
And provide an array of key metrics

                               © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Important measurement points/metrics apps.

              App Overview             People
              App Overview Dashboard   Geo: Countries
                                       Geo: Countries + Languages
              Content and Events       Geo: Languages
              Categories               Key Metrics: Daily
              Categories: Screens      Sessions: Duration
              Screens                  Sessions: Frequency
              Screens: Exit            Users: New + Returning
              Errors
              Events                   Technology
              Events: App              App Versions
              Events: Conversions      Carriers
              In-App Ads               Connection Types
              In-App Searches          Devices
              Media: Titles            OS
              Media: Types             OS + Devices
              Outbound Links
              Products
              Products: Types

                                        © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Mobile Measurement Maturity Model




                        © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Mobile Measurement Maturity Scale




 Number of      Usage and       Effectiveness and
 Downloads      Engagement      optimization


                                    © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Essential Channel Measures
 Adoption
    –    App downloads
    –    Site or app visitors                   Adoption
    –    App usage (% of DL)
    –    SMS/MMS subs
 Engagement
    –    Frequency (visits/visitor)
    –    Depth (events/visitor and duration)   Engagement
    –    Retention rate (% returning)
    –    Message response history
 Effectiveness
    –  Objective oriented conversions
                                                 Effect
    –  High value activities



                                                   © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Planning Mobile Measurement



•  Start early
•  Involve stakeholders
•  Think about distribution     Usage Rate


   and format
•  Find means to measure
   ALL mobile traffic/
   interactions
•  Focus on critical measures




                                             © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Demonstrate the Value of the Mobile Channel


 •  Baseline performance
 •  Understand existing
    mobile traffic/
    behaviors
 •  Compare channels
 •  Monetize actions
 •  Allow appropriate
    depth
 •  Discover optimization
    opportunities

                                   © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
SMS/MMS Messaging Metrics: Standard Carrier Data

  • Timestamp: The date and time the message was delivered
  • MSISDN: The phone number of the participating end user
  • Operator: The carrier network associated with the phone #
  • Prefix: The keyword associated with the campaign
  • Short Code: The short code the campaign is running on
  • Price Point: The price point associated with each message           Standard SMS Traffic Log Report
  • MT Count: The number of messages delivered
  • Request: The actual message sent from the end users handset
  • Response: The actual message delivered to the handset
  • Message State: The state of the final message (i.e. Message
  Delivered, Sent to Aggregator, etc)




                                                                               SMS Analytics
                                                                  © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
SMS/MMS Analytics: Overall Campaign




                                 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
SMS/MMS Analytics: Individual Campaign Performance




                                 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
SMS/MMS Analytics: Individual Campaign Participation




                                   © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
SMS/MMS Analytics: ROI & Goal Benchmarks




                                © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Measuring Mobile Website Traffic

•  Understand trend of mobile
   traffic to site and device
   composition
•  Insure solution measures all
   mobile traffic—not just smart
   phones
•  Monitor adoption and top-line
   performance
•  Assess and optimize effective
   drivers of traffic
•  Prioritize design decisions based
   on device information
•  Track engagement
•  End game—optimize user
   experience, prioritize resources
   & drive conversion!

                                       © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Build an App—What Platform(s) to Prioritize?




                                    © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Optimize Tracking for Native Apps

 •  Integrate of tracking methods into
    applications
 •  Create standard and custom events
 •  Solution should provide auto-queuing
    for optimal performance and offline
    capture
 •  Should allow for visitor identification
    and opt-out options




                                              © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Case Studies – Brands that Get It




                         © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Fandango




Fandango is continuously improving their app by focusing on developing an
understanding of customer acquisition, interest in movies, theater locations, and
tracking conversion through app purchase process.
                                                         © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
One of the key benefits delivered by the metrics was the ability to confirm that we were
on the right track. There always needs to be some level of intuition but Webtrends
helped us to eliminate the grey areas and the guesswork.

Mark Challinor, Director of Mobile, Telegraph Media Group     © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
With the viewing and readership data that Webtrends captures as users enjoy
magazines online and offline, we are able to continuously improve the relevance and
utility of our offering to keep subscribers increasingly engaged over time.

Jeanniey Mullen, CMO of Zinio                            © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Planning for success in mobile marketing

 •  Build a mobile measurement strategy that aligns your objectives to
    measurable activity.
 •  Provide guidance and best practices to agency/technology partners
    to ensure you are collecting and reporting on the right data.
 •  Use this data to identify opportunities to improve your mobile
    marketing programs and user experience.
 •  Treat mobile as key part of digital eCRM and not some stand alone
    medium!
 •  If your agency or technology partners cannot show program
    measurement that goes beyond downloads or page views then don t
    undertake campaign!


•  Make	
  Measurement	
  a	
  Central	
  Part	
  of	
  Every	
  Mobile	
  Program!	
  

                                                               © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Unified Digital Marketing Analytics




                                      © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Thank You




   Michael Ricci                             Michael Ahearn
   Vice President – Mobile                   Vice President Strategic Marketing
   mike.ricci@webtrends.com                  michael.ahearn@iloopmobile.com

   @MobileNTRactv                            @iloopmobile

   http://www.facebook.com/webtrendsmobile   http://www.slideshare.net/iloopmobile

   http://www.youtube.com/webtrends          http://www.linkedin.com/company/iloop-mobile




                                                         © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

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Webinar deck: iLoop Mobile - Mobile Analytics

  • 1. The Future of Mobile Analytics Why Effective Measurement Is a Foundation for Successful Mobile Programs © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 1
  • 2. Agenda •  Intro to Webtrends & iLoop Mobile •  Problem Definition •  Eradicating Data Silos •  Mobile as a part of Digital eCRM •  Mobile Measurement •  Maturity Scale •  What Should be Measured? •  Taking a 360º approach •  Case Studies – Brands Who Understand Importance of Measurement •  Q&A © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 2
  • 3. About iLoop Mobile •  Industry leading technology and services make it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide •  Award winning iLoop Mobile Platform for creating state-of-the- McDonalds: Enjoy one art SMS/MMS campaigns, mobile sites, POS mobile coupons, FREE Small McCafe. Code LBS messaging and other mobile marketing initiatives 34d83w Exp.1/6/10 Text HELP for help. Text STOP to cancel. •  Industry leader in mobile marketing strategy, managed service campaign delivery and professional services •  Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers •  Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 4. About Webtrends •  Founded the web analytics industry in 1993 and recognized as undisputed global leader in digital (web, social, mobile) analytics •  HQ in Portland and offices in London, Sydney, Tokyo, Paris, Milan, Beijing & Singapore •  Help our customers turn data into insights and understand customer behavior across a broad array of digital channels •  Industry’s leading mobile analytics solution which effectively brings together mobile web, applications, and a host of other key mobile data into one comprehensive platform •  Partner of choice for some of the leading brands in mobile today © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 5. IAB Study on Mobile Study undertaken by Ovum. Published July 2011 •  Over 50% stated that they are treating mobile as integral to advertising strategy •  35% revealed they will increase spend by over 50% •  60% revealed smartphones are a high priority •  31% stated they are actively developing tablet apps •  69% stated their largest frustration is lack of standardized metrics/measurement. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 5
  • 6. Mobile Program Measurement – Current State 63% Don t Know or Haven t Measured © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 7. OCT 2010 Thomas Husson – Mobile Strategy APR 2011 Joe Stanhope – Mobile Measurement Imperative •  Less than 1/3 of global brands have developed a mobile strategy •  2/3rds 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 an imperative © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 8. Was last year 2010 or 1999? Mandate I don t know what a n APP website is, but I know I need to have one. Experimentation © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 9. 38% are dissatisfied with branded apps … Source: EffectiveUI 2010 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 10. Eradicating Silos - Consumer Centric Marketing Media/Channel Silos Consumer Centric View Mobile! Social! Mobile! Site! Social! Site! Email! Search! Search! Email! Display! Display! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 11. Breaking Down Mobile Silos – informing eCRM Email WWW Analytics eCRM Database Social Media Search Display Mobile Offline/Direct Response © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 12. Mobile as a Part of Digital eCRM © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 13. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 14. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 15. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 16. Insights come from across digital channels © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 17. And provide an array of key metrics © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 18. Important measurement points/metrics apps. App Overview People App Overview Dashboard Geo: Countries Geo: Countries + Languages Content and Events Geo: Languages Categories Key Metrics: Daily Categories: Screens Sessions: Duration Screens Sessions: Frequency Screens: Exit Users: New + Returning Errors Events Technology Events: App App Versions Events: Conversions Carriers In-App Ads Connection Types In-App Searches Devices Media: Titles OS Media: Types OS + Devices Outbound Links Products Products: Types © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 19. Mobile Measurement Maturity Model © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 20. Mobile Measurement Maturity Scale Number of Usage and Effectiveness and Downloads Engagement optimization © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 21. Essential Channel Measures Adoption –  App downloads –  Site or app visitors Adoption –  App usage (% of DL) –  SMS/MMS subs Engagement –  Frequency (visits/visitor) –  Depth (events/visitor and duration) Engagement –  Retention rate (% returning) –  Message response history Effectiveness –  Objective oriented conversions Effect –  High value activities © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 22. Planning Mobile Measurement •  Start early •  Involve stakeholders •  Think about distribution Usage Rate and format •  Find means to measure ALL mobile traffic/ interactions •  Focus on critical measures © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 23. Demonstrate the Value of the Mobile Channel •  Baseline performance •  Understand existing mobile traffic/ behaviors •  Compare channels •  Monetize actions •  Allow appropriate depth •  Discover optimization opportunities © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 24. SMS/MMS Messaging Metrics: Standard Carrier Data • Timestamp: The date and time the message was delivered • MSISDN: The phone number of the participating end user • Operator: The carrier network associated with the phone # • Prefix: The keyword associated with the campaign • Short Code: The short code the campaign is running on • Price Point: The price point associated with each message Standard SMS Traffic Log Report • MT Count: The number of messages delivered • Request: The actual message sent from the end users handset • Response: The actual message delivered to the handset • Message State: The state of the final message (i.e. Message Delivered, Sent to Aggregator, etc) SMS Analytics © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 25. SMS/MMS Analytics: Overall Campaign © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 26. SMS/MMS Analytics: Individual Campaign Performance © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 27. SMS/MMS Analytics: Individual Campaign Participation © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 28. SMS/MMS Analytics: ROI & Goal Benchmarks © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 29. Measuring Mobile Website Traffic •  Understand trend of mobile traffic to site and device composition •  Insure solution measures all mobile traffic—not just smart phones •  Monitor adoption and top-line performance •  Assess and optimize effective drivers of traffic •  Prioritize design decisions based on device information •  Track engagement •  End game—optimize user experience, prioritize resources & drive conversion! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 30. Build an App—What Platform(s) to Prioritize? © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 31. Optimize Tracking for Native Apps •  Integrate of tracking methods into applications •  Create standard and custom events •  Solution should provide auto-queuing for optimal performance and offline capture •  Should allow for visitor identification and opt-out options © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 32. Case Studies – Brands that Get It © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 33. Fandango Fandango is continuously improving their app by focusing on developing an understanding of customer acquisition, interest in movies, theater locations, and tracking conversion through app purchase process. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 34. One of the key benefits delivered by the metrics was the ability to confirm that we were on the right track. There always needs to be some level of intuition but Webtrends helped us to eliminate the grey areas and the guesswork. Mark Challinor, Director of Mobile, Telegraph Media Group © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 35. With the viewing and readership data that Webtrends captures as users enjoy magazines online and offline, we are able to continuously improve the relevance and utility of our offering to keep subscribers increasingly engaged over time. Jeanniey Mullen, CMO of Zinio © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 36. Planning for success in mobile marketing •  Build a mobile measurement strategy that aligns your objectives to measurable activity. •  Provide guidance and best practices to agency/technology partners to ensure you are collecting and reporting on the right data. •  Use this data to identify opportunities to improve your mobile marketing programs and user experience. •  Treat mobile as key part of digital eCRM and not some stand alone medium! •  If your agency or technology partners cannot show program measurement that goes beyond downloads or page views then don t undertake campaign! •  Make  Measurement  a  Central  Part  of  Every  Mobile  Program!   © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 37. Unified Digital Marketing Analytics © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 38. Thank You Michael Ricci Michael Ahearn Vice President – Mobile Vice President Strategic Marketing mike.ricci@webtrends.com michael.ahearn@iloopmobile.com @MobileNTRactv @iloopmobile http://www.facebook.com/webtrendsmobile http://www.slideshare.net/iloopmobile http://www.youtube.com/webtrends http://www.linkedin.com/company/iloop-mobile © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.