In this webcast Greg Dowling of Semphonic gives practical advice on… > Why Mobile Matters > Mobile Measurement > Mobile Strategy

1. Mobile Analytics: Digital Strategies and Measurement Challenges In this webcast Greg Dowling of Semphonic gives practical advice on… > Why Mobile Matters > Mobile Measurement > Mobile Strategy

2. American Marketing Association April 2010 Mobile Analytics: Digital Strategies and Measurement Challenges

4. AGENDA: - WHY MOBILE MATTERS - NOKIA MOBILE DATA STRATEGY - MOBILE MEASUREMENT - MOBILE STRATEGY

5. WHY MOBILE MATTERS

6. Why Mobile Matters Mobile is the most popular and rapidly adopted personal technology in the world.

7. Why Mobile Matters Mobile web browsing is experiencing a meteoric rise, but still a small percentage.

8. Why Mobile Matters Net Applications, February 2010

9. Why Mobile Matters Smartphones will make up nearly half of all U.S. handset sales by 2011.

10. Why Mobile Matters Mobile device operating systems vary widely depending on geographic location.

11. Why Mobile Matters Source: Gartner

12. Why Mobile Matters Source: Gartner Source: Gartner

13. Why Mobile Matters iPhone users have most applications installed, followed by Android Nielsen, Q4 2009

14. Why Mobile Matters Mobile application downloads will double in 2010 to 4.5B with $6.8B in revenue.

15. Why Mobile Matters Mobile commerce expected to triple by 2013 with 68B in global revenue.

16. Why Mobile Matters US mobile advertising spending to triple by 2013 with 70% currently “doing something”

17. NOKIA MOBILE DATA STRATEGY

26. Convergence “ Everything came to us in a device that could fit into a pocket”

27. Connecting

30. The Consumer Data Situation

38. MAKING THE HARD DECISIONS

44. A cquire E ngage R etain C onvert What % of the target audience did the service reach? Where does the traffic come from? What is the cost ? Are we getting users to interact with the service? Are we building their trust? What is the cost ? Are visitors performing the actions that will lead to our success? Are these actions making our business successful? What is the cost ? Are we building loyalty? Are the users converting again over time? Are the users recommending our service? What is the cost ?

45. the user experience A cquire E ngage R etain C onvert What % of the target audience did the service reach? Where does the traffic come from? What is the cost ? Are we getting users to interact with the service? Are we building their trust? What is the cost ? Are visitors performing the actions that will lead to our success? Are these actions making our business successful? What is the cost ? Are we building loyalty? Are the users converting again over time? Are the users recommending our service? What is the cost ?

46. Unified Nokia Standard

47. Unified Nokia Standard How did we document KPIs? Business goals & resources used to achieve these goals Definitions of the AECR events specific to the service KPIs, Metrics & Funnels used to measure these goals List of all the data needed to populate the KPIs, Metrics & Funnels Campaigns specific KPIs & Metrics Goals KPIs, Metrics & Funnels AECR events Data list Campaigns

48. Unified Nokia Standard How did we document the Reporting Plan? Lists all the dashboards and reports to be delivered Describes the detailed specifications of each and every dashboard and report listed List all the users access rights for access to the online versions of the reports Dashboards Access rights Dashboards details

49. Unified Nokia Standard How did we document the Implementation Plan?

50. Unified Nokia Standard How did we document the Implementation Plan?

51. Unified Nokia Standard How did we document the Implementation Plan?

52. Unified Nokia Standard How did we document the Implementation Plan?

53. Unified Nokia Standard How did we account for cross platform visibility?

59. Tool Selection Omniture Suite for Web Analytics Data Warehouse for Centralized Consumer Data Management

60. Consulting Partners Omniture Semphonic Mobile Standard Technical Support and Review Best Practices Implementation Support Fixed Web Standard AECR Framework Integration Implementation Design and Support

61. MOBILE MEASUREMENT

64. JavaScript Tagging

65. Server Side Image Requests

66. Wire Line Capture

67. API Collection & Insertion

70. MOBILE STRATEGY

80. Summing Up

86. Thank you! Email: [email_address] Twitter: @gregdowling

87. For More Information on our host, ReadyTalk , visit ReadyTalk.com/ama Questions for Today’s Speaker Email Greg: [email_address] Tweet: @gregdowling Questions for the AMA Email: [email_address] Continue the Conversation on Twitter #AMAAquent Thank you for your Participation!