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Rich Devine
twitter:@richdevine
  richd@zaaz.com
Owned Media
                                Creative | UX | Design | Site Analytics
                                   Site Testing | Behavioral Targeting

                                                   Bought Media
                                Paid Search | Display | Bought Media
                                                           Analytics

                                                   Earned Media
                                SEO | Social | Earned Media Analytics

180 Employees
8 Offices
4 Countries
3 Continents
1 World-Famous Jaeger Machine




                                                    2
ABOUT ZAAZ




3
4
5




  FIRST THINGS FIRST
  MOBILE SEARCH IS
  DIFFERENT
  1.    Same Index for Full Site & Mobile Site
  2.    Different Results
  3.    It’s all about relevancy – place, intent, device, person, history
  4.    Media is Splintered – and so is Search
  5.    Splintered for the marketer – sensible paths for the user
  6.    Success is predicated on finding actionable paradigms that
       acknowledge new search behavior, functionality, and device
       implications



SXSW | MOBILE & SEARCH
6




SXSW | MOBILE & SEARCH
7




  1.   Search Paradigms – Yesterday & Today
  2.   Mobile is Local
  3.   Local is Social
  4.   Search Optimization vs. Search Engine Optimization
  5.   ‘How-to’s’ and ‘think-abouts’ for mobile search optimization
  6.    Analytics for Mobile Search is really just Good Analytics




SXSW | MOBILE & SEARCH
8



  OLD SEARCH FUNNEL
  PARADIGM


                                                         Keywords




                                                              Product/Geo
                                                              Keywords
                                             Brand Keywords
                         Category Keywords



SXSW | MOBILE & SEARCH
9



  NEW SEARCH FUNNEL
  PARADIGM

                              Keywords+Device+Locale
                         Stationary Device
                                             Mobile Device
                                                         Local Search
                                                                          Hyper-Local




                                                                        Product/Geo
                                                                        Keywords
                                                    Brand Keywords
                               Category Keywords



SXSW | MOBILE & SEARCH
10




                                 OLD PILLARS OF SEO
            1.                           PARADIGM
                     Usability
                 (Architecture)


                                        Analytics &
            Relevance                  Optimization
  2.        (Keywords)



                         Popularity
                         (Authority)
            3.


SXSW | MOBILE & SEARCH
11

 UNIVERSAL SEARCH
 MORE THAN ORGANIC RESULTS




SXSW | MOBILE & SEARCH
12




  UNIVERSAL SEARCH
  PARADIGM
 •   Organic Site Results
 •   News
 •   Images
 •   Social Content
 •   Video
 •   Local/Maps
 •   Music
 •   Shopping




SXSW | MOBILE & SEARCH
13




 Results are unique to the individual.
      – Historical user behavior affects your search results
      – Terms most frequently appended with geo-terms will trigger
        blended local search results.
      – Your login sessions change your results (Facebook, Gmail)




SXSW | MOBILE & SEARCH
14

 UNIVERSAL SEARCH
 MORE THAN ORGANIC RESULTS




SXSW | MOBILE & SEARCH
15

 UNIVERSAL SEARCH
 MORE THAN ORGANIC RESULTS




SXSW | MOBILE & SEARCH
16




                                NEW PILLARS OF SEO
            1.                          PARADIGM
                     Usability
                 (Architecture)


                                        Analytics &
            Relevance                  Optimization
  2.        (Keywords)



                                                        Hyper Local
                         Popularity
                                                       (Mobile-Social)
                         (Authority)
            3.                          Mobile-Local
                                                              5.
                                       4.
SXSW | MOBILE & SEARCH
17

 UNI-LO-SO SEARCH
 (A BUNCH OF DIFFERENT SH*T THAT GOOGLE THINKS IS
 RELEVANTWHERE YOU ARE)



                             Organic
                             Results
                                                         Maps
                           News


                             Social




                                                     Local



                                       Hyper-Local




SXSW | MOBILE & SEARCH
18




  ‘UNI-LO-SO’ ECOYSTEM
  A NEW PARADIGM

Web Search (Universal)
  – I‟m learning about, and where
Mobile Search (Local)
  – Different Results than web;
     relevance based on locale
Hyper Local (Social)
   – Discovery and Expression of
     local/social content via mobile
     “when you get there”.




SXSW | MOBILE & SEARCH
19




SXSW | MOBILE & SEARCH
20




SXSW | MOBILE & SEARCH
21




SXSW | MOBILE & SEARCH
22




SXSW | MOBILE & SEARCH
23




SXSW | MOBILE & SEARCH
24




 • Yellow Pages
 • Direct Mail
 • 411
 • Newspaper Reviews




SXSW | MOBILE & SEARCH
25




                         LOCAL SEARCH DIRECTORIES
YELLOW BOOK              (Google Places, Dex, InfoUSA)


  NEWSPAPER              REVIEW SITES
                         (Yelp, Urban Spoon, Amazon)
   REVIEWS

POINT OF SALE            SOCIAL ACTIVITY TARGETING
                         (Google Hotpot, Facebook Places,
                         Foursquare, Groupon, LivingSocial)




SXSW | MOBILE & SEARCH
26




• Always on Location Awareness.
   – Proximity based advertising
• Product /SKU Based Proximity
   – Similar to current Service based results
• Social Integration with Web based Search
  Results. (Ranking Factor)
• WOM recommendations based on past
  activities and friends recommendations
• Augmented Reality
   – (Yelp Monocle)




SXSW | MOBILE & SEARCH
27




Who is the winner?
Who is the loser?
Does big-brand
  strength matter for
  SEO?
What does this have
 to do with mobile?




SXSW | MOBILE & SEARCH
28




 Mobile – I’m in a
  place, what’s near?
      – Mobile results different: built off of
        local search + geo-location
      – Proximity is key consideration           Barbeque



      – Maps & Apps become search
        engines




SXSW | MOBILE & SEARCH
SXSW | MOBILE & SEARCH
30




SXSW | MOBILE & SEARCH
31




 I’m here, transact & share?
Monetize your mobile efforts
  – POS Activity
          • Scan app or mobile site coupons
          • Incentivize 4square or FB check-ins / activities


     – Promote loyalty
          • QR code offers for future visits
          • Wifi usage w/ mobile device offers
          • Retarget Facebook check-ins with FB ads


     – Reinforce reputation / positive reviews
          • “Yelp Loves Us,” “Top on Urbanspoon,” “Best of Citysearch”
          • Encourage positive WOMM by incentivizing UGC
          • CUSTOMER SERVICE!!

SXSW | MOBILE & SEARCH
32




SXSW | MOBILE & SEARCH
33




  ‘UNI-LO-SO’ ECOYSTEM
  A NEW PARADIGM

Web Search (Universal)
  – I‟m learning about, and where
Mobile Search (Local)
  – Different Results than web;
     relevance based on locale
Hyper Local (Social)
   – Discovery and Expression of
     local/social content via mobile
     “when you get there”.




SXSW | MOBILE & SEARCH
34




              SOME EXAMPLES &
                 HOW-TO’S



SXSW | MOBILE & SEARCH
35

 HOW-TO:
 LOCAL LISTINGS

    Regardless of keyword – Google thinks local:
      Local Listing Page Verification for Search Engines
        • Google Places, Bing Local Listing Center, & Yahoo! Local
          Profile
        • 2nd Tier Listings & Directories – drives added SEO value
        • Link Value
        • Reviews Value




SXSW | MOBILE & SEARCH
36

 Trick:
 LOCAL LISTINGS (GETLISTED.ORG)


                     •   Method: Exclusively Mobile
                     •   Intent: Guidance,
                         Recommendations and Sharing
                  • Example: 4square check-ins, Facebook
                     Pleas, Yelp check-in and reviews.

                  • Location Determination: GPS


SXSW | MOBILE & SEARCH
37




   600 Dealers in Local Markets
      – Best Practices Syndication Handoff
         • FAIL: Local markets ignored guidance (like they usually do)
      – Centralized Mandating and Implementation
         • FAIL: Validation Failure

   Implementation: Reached out to Adwords Rep – Adwords Rep put in
   contact w/ place quality control to allow for mass modification and
   implementation. (NOTE: Not a formal Google Service)

   Key Takeaways:
         • You don‟t have to be a Gyro shop – you just have to have local presence
         • However you do it… do it.


SXSW | MOBILE & SEARCH
38




 • Unique Geo- for Unique Local Content
 • Micro-Formating
    – H-cards
    – Global Footer Address for single location.
    – Separate Pages for multiple locations.
      Accessible via sitemap.
 • GEO Coordinates – Street Address Specific
 • Hours of Operation
 • User Reviews (Operationalize)
 • Product: Price, Description, and Attributes




SXSW | MOBILE & SEARCH
39




Mapping Applications (pre installed)
  – Apple iOS: Google
  – Android: Google
  – Windows 7 Phone: Bing
  – BlackBerry: User Selected

A strong local listings presence ensures
  placement in major map POI directories:
  • Google Places for Business
  • Bing Local Listing Center
  • Yahoo Local Profile

SXSW | MOBILE & SEARCH
SXSW | MOBILE & SEARCH
41




Desktop                                                                                Mobile




                “The content is the interface, the information is the interface, not
                the‘computer administration debris’” (Tufte)


SXSW | MOBILE & SEARCH
42



  MOBILE UX101
    – Not ‘ubiquitous’ experience
       • Mobile site should live on distinct sub-domain and be treated as it’s own
         property and experience.
       • Example: m.yoursite.com

    – UX should meet mobile UX expectations.
       • Focus on core activities that a mobile user needs, loose the superfluous.
       • Degrade properly to appropriate mobile resolutions for tablet and phone
       • Don’t force a ‘mobile’ experience – provide options
       • Do not use incompatible technologies
          – No Flash / Silverlight; HTML5 (HTML+JS+CSS) is cool.
          – Video, if necessary, should be either YouTube embeds or h.264

    – Think about Content
       • Don’t be lazy on content – think about 1 : 1 content needs
       • Search engines don’t have a mobile index and a www index

SXSW | MOBILE & SEARCH
43




SXSW | MOBILE & SEARCH
44




                         vs.




SXSW | MOBILE & SEARCH
45




                         UserAgent Mobile?
                                             NO




                                     YES




SXSW | MOBILE & SEARCH
46




                                                             NO




                                 UserAgent Mobile?




                         What’s the Risk for SEO?      YES

                           • Duplicate Content?
                           • Loss of Link Authority?



SXSW | MOBILE & SEARCH
47




By using the m.url.com convention indicates intent to Google
that you are delivering a unique content experience.

A canonical tag could also be utilized to ensure the stationary
site is getting the authority.

                                                       UserAgent Mobile?
                                                                           NO




Duplicate Content Problem? No.
Loss of Link Authority? No.
                                                                            YES


SXSW | MOBILE & SEARCH
48




    If you’re lazy, then just provide a
       user-opt link to the www version.

    Problem! The Search Engine
     experience still breaks.




SXSW | MOBILE & SEARCH
49




 • When searchers perform a browser-based query, they expect to view the
   result that they click on….We want to avoid auto-redirect to the homepage
 • Build a content matrix (server-side site map).
 • If there is a mobile version for the page – display the mobile version.
 • If there is no mobile version for that page, then serve the WWW version to
   deliver expected user experience.




SXSW | MOBILE & SEARCH
50




“Cheap hotels Seattle”




  WWW SEM ad serves unique
  Seattle listings page


   Mobile Browser
   SEM ad redirects
   to mobile home
   page; user must
   reenter criteria


SXSW | MOBILE & SEARCH
51




“Cheap hotels Seattle”

   WWW SEM ad traffics to
      Hotels.com Seattle
            listings page




   Mobile SEM ad traffics to mobile site;
             user must reenter criteria




SXSW | MOBILE & SEARCH
52




 • Create SEM unique campaigns:
 • Duplicate your campaign (mobile version & www version.
 • Downside – lots of campaign maintenance, duplicated effort
 • Upside – mobile „targetability‟, campaign independence; mobile
   and www versions perform based on their own merits.




SXSW | MOBILE & SEARCH
53




 • 1:1 content marriage of between www and mobile site versions.
 • Use a Server-Side Content-Matrix
 • User agent detection serves device appropriate landing page version.
 • Upside – low maintenance
 • Downside – lack of campaign independence and flexibility between
   mobile & www landing pages.




SXSW | MOBILE & SEARCH
54




SXSW | MOBILE & SEARCH
55




                                                         Mobile Site Visits
                                             Adoption    Media Source Metrics
                                                         # App Downloads
                                                         Geo Distribution
                         Frequency
                        Time Spent     Engagement
            Depth (pathing/duration)
                          Retention
                                                          Conversions
                                              Efficacy    Efficacy of Media Sources
                                                          Other Transactions
                                                          Local Search Behavior




SXSW | MOBILE & SEARCH
56




  Some Essentials
    – First define what success means
    – What are your business goals
    – What are your respective goals for site & mobile
    – Only focus on measuring and reporting metrics that align with goals
    – The „Critical Few‟ vs. Data-Porn
    – Can you make a decision from it?
    – How does it affect the business?




SXSW | MOBILE & SEARCH
Definition: Monetization Model


“Custom-built, performance model that
  assigns monetary values to key
  customer behaviors in order to
  understand and express the value of a
  digital media channel.”
Monetization Model



                Site Traffic




What is ‘Success’ here?             Conversion
Monetization Model



           Site Behaviors




  ‘Micro’ Conversions               Conversion
(Key Digital Behaviors)
Monetization Model



       Monetized Site Behaviors

$            $            $         $     $    $




      ‘Micro’ Conversions               Conversion
    (Key Digital Behaviors)
Monetization Model



      Monetization for Mobile

$             $              $         $     $    $



      ‘Micro’ Conversions                  Conversion
    (Key Digital Behaviors
     attributed to Mobile)
62




 Measurement
   • Looking at Mobile in a silo – apart from your site, invites
     attribution danger
   • Look to measure the success of the business first, then
     look at the channel, or the device
   • Understand integration & halo effects




SXSW | MOBILE & SEARCH

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Mobilizing Performance for Search -- SXSW 2011

  • 2. Owned Media Creative | UX | Design | Site Analytics Site Testing | Behavioral Targeting Bought Media Paid Search | Display | Bought Media Analytics Earned Media SEO | Social | Earned Media Analytics 180 Employees 8 Offices 4 Countries 3 Continents 1 World-Famous Jaeger Machine 2
  • 4. 4
  • 5. 5 FIRST THINGS FIRST MOBILE SEARCH IS DIFFERENT 1. Same Index for Full Site & Mobile Site 2. Different Results 3. It’s all about relevancy – place, intent, device, person, history 4. Media is Splintered – and so is Search 5. Splintered for the marketer – sensible paths for the user 6. Success is predicated on finding actionable paradigms that acknowledge new search behavior, functionality, and device implications SXSW | MOBILE & SEARCH
  • 6. 6 SXSW | MOBILE & SEARCH
  • 7. 7 1. Search Paradigms – Yesterday & Today 2. Mobile is Local 3. Local is Social 4. Search Optimization vs. Search Engine Optimization 5. ‘How-to’s’ and ‘think-abouts’ for mobile search optimization 6. Analytics for Mobile Search is really just Good Analytics SXSW | MOBILE & SEARCH
  • 8. 8 OLD SEARCH FUNNEL PARADIGM Keywords Product/Geo Keywords Brand Keywords Category Keywords SXSW | MOBILE & SEARCH
  • 9. 9 NEW SEARCH FUNNEL PARADIGM Keywords+Device+Locale Stationary Device Mobile Device Local Search Hyper-Local Product/Geo Keywords Brand Keywords Category Keywords SXSW | MOBILE & SEARCH
  • 10. 10 OLD PILLARS OF SEO 1. PARADIGM Usability (Architecture) Analytics & Relevance Optimization 2. (Keywords) Popularity (Authority) 3. SXSW | MOBILE & SEARCH
  • 11. 11 UNIVERSAL SEARCH MORE THAN ORGANIC RESULTS SXSW | MOBILE & SEARCH
  • 12. 12 UNIVERSAL SEARCH PARADIGM • Organic Site Results • News • Images • Social Content • Video • Local/Maps • Music • Shopping SXSW | MOBILE & SEARCH
  • 13. 13 Results are unique to the individual. – Historical user behavior affects your search results – Terms most frequently appended with geo-terms will trigger blended local search results. – Your login sessions change your results (Facebook, Gmail) SXSW | MOBILE & SEARCH
  • 14. 14 UNIVERSAL SEARCH MORE THAN ORGANIC RESULTS SXSW | MOBILE & SEARCH
  • 15. 15 UNIVERSAL SEARCH MORE THAN ORGANIC RESULTS SXSW | MOBILE & SEARCH
  • 16. 16 NEW PILLARS OF SEO 1. PARADIGM Usability (Architecture) Analytics & Relevance Optimization 2. (Keywords) Hyper Local Popularity (Mobile-Social) (Authority) 3. Mobile-Local 5. 4. SXSW | MOBILE & SEARCH
  • 17. 17 UNI-LO-SO SEARCH (A BUNCH OF DIFFERENT SH*T THAT GOOGLE THINKS IS RELEVANTWHERE YOU ARE) Organic Results Maps News Social Local Hyper-Local SXSW | MOBILE & SEARCH
  • 18. 18 ‘UNI-LO-SO’ ECOYSTEM A NEW PARADIGM Web Search (Universal) – I‟m learning about, and where Mobile Search (Local) – Different Results than web; relevance based on locale Hyper Local (Social) – Discovery and Expression of local/social content via mobile “when you get there”. SXSW | MOBILE & SEARCH
  • 19. 19 SXSW | MOBILE & SEARCH
  • 20. 20 SXSW | MOBILE & SEARCH
  • 21. 21 SXSW | MOBILE & SEARCH
  • 22. 22 SXSW | MOBILE & SEARCH
  • 23. 23 SXSW | MOBILE & SEARCH
  • 24. 24 • Yellow Pages • Direct Mail • 411 • Newspaper Reviews SXSW | MOBILE & SEARCH
  • 25. 25 LOCAL SEARCH DIRECTORIES YELLOW BOOK (Google Places, Dex, InfoUSA) NEWSPAPER REVIEW SITES (Yelp, Urban Spoon, Amazon) REVIEWS POINT OF SALE SOCIAL ACTIVITY TARGETING (Google Hotpot, Facebook Places, Foursquare, Groupon, LivingSocial) SXSW | MOBILE & SEARCH
  • 26. 26 • Always on Location Awareness. – Proximity based advertising • Product /SKU Based Proximity – Similar to current Service based results • Social Integration with Web based Search Results. (Ranking Factor) • WOM recommendations based on past activities and friends recommendations • Augmented Reality – (Yelp Monocle) SXSW | MOBILE & SEARCH
  • 27. 27 Who is the winner? Who is the loser? Does big-brand strength matter for SEO? What does this have to do with mobile? SXSW | MOBILE & SEARCH
  • 28. 28 Mobile – I’m in a place, what’s near? – Mobile results different: built off of local search + geo-location – Proximity is key consideration Barbeque – Maps & Apps become search engines SXSW | MOBILE & SEARCH
  • 29. SXSW | MOBILE & SEARCH
  • 30. 30 SXSW | MOBILE & SEARCH
  • 31. 31 I’m here, transact & share? Monetize your mobile efforts – POS Activity • Scan app or mobile site coupons • Incentivize 4square or FB check-ins / activities – Promote loyalty • QR code offers for future visits • Wifi usage w/ mobile device offers • Retarget Facebook check-ins with FB ads – Reinforce reputation / positive reviews • “Yelp Loves Us,” “Top on Urbanspoon,” “Best of Citysearch” • Encourage positive WOMM by incentivizing UGC • CUSTOMER SERVICE!! SXSW | MOBILE & SEARCH
  • 32. 32 SXSW | MOBILE & SEARCH
  • 33. 33 ‘UNI-LO-SO’ ECOYSTEM A NEW PARADIGM Web Search (Universal) – I‟m learning about, and where Mobile Search (Local) – Different Results than web; relevance based on locale Hyper Local (Social) – Discovery and Expression of local/social content via mobile “when you get there”. SXSW | MOBILE & SEARCH
  • 34. 34 SOME EXAMPLES & HOW-TO’S SXSW | MOBILE & SEARCH
  • 35. 35 HOW-TO: LOCAL LISTINGS Regardless of keyword – Google thinks local: Local Listing Page Verification for Search Engines • Google Places, Bing Local Listing Center, & Yahoo! Local Profile • 2nd Tier Listings & Directories – drives added SEO value • Link Value • Reviews Value SXSW | MOBILE & SEARCH
  • 36. 36 Trick: LOCAL LISTINGS (GETLISTED.ORG) • Method: Exclusively Mobile • Intent: Guidance, Recommendations and Sharing • Example: 4square check-ins, Facebook Pleas, Yelp check-in and reviews. • Location Determination: GPS SXSW | MOBILE & SEARCH
  • 37. 37 600 Dealers in Local Markets – Best Practices Syndication Handoff • FAIL: Local markets ignored guidance (like they usually do) – Centralized Mandating and Implementation • FAIL: Validation Failure Implementation: Reached out to Adwords Rep – Adwords Rep put in contact w/ place quality control to allow for mass modification and implementation. (NOTE: Not a formal Google Service) Key Takeaways: • You don‟t have to be a Gyro shop – you just have to have local presence • However you do it… do it. SXSW | MOBILE & SEARCH
  • 38. 38 • Unique Geo- for Unique Local Content • Micro-Formating – H-cards – Global Footer Address for single location. – Separate Pages for multiple locations. Accessible via sitemap. • GEO Coordinates – Street Address Specific • Hours of Operation • User Reviews (Operationalize) • Product: Price, Description, and Attributes SXSW | MOBILE & SEARCH
  • 39. 39 Mapping Applications (pre installed) – Apple iOS: Google – Android: Google – Windows 7 Phone: Bing – BlackBerry: User Selected A strong local listings presence ensures placement in major map POI directories: • Google Places for Business • Bing Local Listing Center • Yahoo Local Profile SXSW | MOBILE & SEARCH
  • 40. SXSW | MOBILE & SEARCH
  • 41. 41 Desktop Mobile “The content is the interface, the information is the interface, not the‘computer administration debris’” (Tufte) SXSW | MOBILE & SEARCH
  • 42. 42 MOBILE UX101 – Not ‘ubiquitous’ experience • Mobile site should live on distinct sub-domain and be treated as it’s own property and experience. • Example: m.yoursite.com – UX should meet mobile UX expectations. • Focus on core activities that a mobile user needs, loose the superfluous. • Degrade properly to appropriate mobile resolutions for tablet and phone • Don’t force a ‘mobile’ experience – provide options • Do not use incompatible technologies – No Flash / Silverlight; HTML5 (HTML+JS+CSS) is cool. – Video, if necessary, should be either YouTube embeds or h.264 – Think about Content • Don’t be lazy on content – think about 1 : 1 content needs • Search engines don’t have a mobile index and a www index SXSW | MOBILE & SEARCH
  • 43. 43 SXSW | MOBILE & SEARCH
  • 44. 44 vs. SXSW | MOBILE & SEARCH
  • 45. 45 UserAgent Mobile? NO YES SXSW | MOBILE & SEARCH
  • 46. 46 NO UserAgent Mobile? What’s the Risk for SEO? YES • Duplicate Content? • Loss of Link Authority? SXSW | MOBILE & SEARCH
  • 47. 47 By using the m.url.com convention indicates intent to Google that you are delivering a unique content experience. A canonical tag could also be utilized to ensure the stationary site is getting the authority. UserAgent Mobile? NO Duplicate Content Problem? No. Loss of Link Authority? No. YES SXSW | MOBILE & SEARCH
  • 48. 48 If you’re lazy, then just provide a user-opt link to the www version. Problem! The Search Engine experience still breaks. SXSW | MOBILE & SEARCH
  • 49. 49 • When searchers perform a browser-based query, they expect to view the result that they click on….We want to avoid auto-redirect to the homepage • Build a content matrix (server-side site map). • If there is a mobile version for the page – display the mobile version. • If there is no mobile version for that page, then serve the WWW version to deliver expected user experience. SXSW | MOBILE & SEARCH
  • 50. 50 “Cheap hotels Seattle” WWW SEM ad serves unique Seattle listings page Mobile Browser SEM ad redirects to mobile home page; user must reenter criteria SXSW | MOBILE & SEARCH
  • 51. 51 “Cheap hotels Seattle” WWW SEM ad traffics to Hotels.com Seattle listings page Mobile SEM ad traffics to mobile site; user must reenter criteria SXSW | MOBILE & SEARCH
  • 52. 52 • Create SEM unique campaigns: • Duplicate your campaign (mobile version & www version. • Downside – lots of campaign maintenance, duplicated effort • Upside – mobile „targetability‟, campaign independence; mobile and www versions perform based on their own merits. SXSW | MOBILE & SEARCH
  • 53. 53 • 1:1 content marriage of between www and mobile site versions. • Use a Server-Side Content-Matrix • User agent detection serves device appropriate landing page version. • Upside – low maintenance • Downside – lack of campaign independence and flexibility between mobile & www landing pages. SXSW | MOBILE & SEARCH
  • 54. 54 SXSW | MOBILE & SEARCH
  • 55. 55 Mobile Site Visits Adoption Media Source Metrics # App Downloads Geo Distribution Frequency Time Spent Engagement Depth (pathing/duration) Retention Conversions Efficacy Efficacy of Media Sources Other Transactions Local Search Behavior SXSW | MOBILE & SEARCH
  • 56. 56 Some Essentials – First define what success means – What are your business goals – What are your respective goals for site & mobile – Only focus on measuring and reporting metrics that align with goals – The „Critical Few‟ vs. Data-Porn – Can you make a decision from it? – How does it affect the business? SXSW | MOBILE & SEARCH
  • 57. Definition: Monetization Model “Custom-built, performance model that assigns monetary values to key customer behaviors in order to understand and express the value of a digital media channel.”
  • 58. Monetization Model Site Traffic What is ‘Success’ here? Conversion
  • 59. Monetization Model Site Behaviors ‘Micro’ Conversions Conversion (Key Digital Behaviors)
  • 60. Monetization Model Monetized Site Behaviors $ $ $ $ $ $ ‘Micro’ Conversions Conversion (Key Digital Behaviors)
  • 61. Monetization Model Monetization for Mobile $ $ $ $ $ $ ‘Micro’ Conversions Conversion (Key Digital Behaviors attributed to Mobile)
  • 62. 62 Measurement • Looking at Mobile in a silo – apart from your site, invites attribution danger • Look to measure the success of the business first, then look at the channel, or the device • Understand integration & halo effects SXSW | MOBILE & SEARCH