1. MANAGING FORWARD:
HOW TO MEASURE THE IMPACT OF
MOBILE ON YOUR BUSINESS
Larry Freed
President & CEO
@LarryFreed
Larry.Freed@ForeSee.com
2. Managing Forward
Using analytics to
manage your
business forward
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 2
3. If you are not measuring
the customer experience
of your
mobile site & apps …
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8. What Do You Know?
> Amount of commerce on my mobile site/apps
> App downloads
> App store ratings
> Page load times
> Page views, time on site/app
> Device manufacturer, platform and browser
What do these metrics tell you?
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
9. What Don’t You Know?
> Who is using mobile site/app
> Why they are using mobile site/app
> What are they trying to accomplish
> What channels have they interacted with before
> Where are they in the purchasing cycle
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
10. What Don’t You Know?
Was the experience successful from the
customer’s perspective
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
11. Customer Experience
Behavioral Analytics Customer Satisfaction Analytics
> What people have done ˃ What people will do
˃ Understand prior channel,
device experience
˃ Understand what user was
trying to accomplish and why
˃ Understand if they are satisfied
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
12. Today’s Consumer Is In Control
Experience and Expectations define Satisfaction
> Satisfaction determines what consumers do next
> Satisfaction drives financial success
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
14. The Value of a Satisfied Mobile Shopper
A highly satisfied mobile shopper:
100% more likely to buy from the mobile channel
40% more likely to buy from another channel
54% more likely to purchase from retailer next time
purchase similar merchandise
67% more likely to recommend
65% more committed to the brand overall
Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
16. The Cost of a Dissatisfied Mobile User
A Consumer Products company found that their
highly dissatisfied mobile site visitors are:
133% Less Likely to Purchase Products via
3rd-Party Retailers & E-Commerce
171% Less Likely to Recommend
Highly satisfied (>80 / 100) vs. highly dissatisfied (<60 / 100)
Source: Original ForeSee Analysis
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
17. The Cost of a Dissatisfied Mobile User
Hospitality company with a robust online presence
that significantly drives business for its worldwide
locations discovered:
48% Mobile Users 52% Mobile Users
Able to Accomplish Goal Not Able to Accomplish Goal
Satisfaction 75 Satisfaction 25
Likelihood to 74 Likelihood to 23
Recommend Recommend
Source: Original ForeSee Analysis
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
19. Website Visitors Use of Mobile
Spring 2012
34%
Used a mobile phone to visit the retailer’s site or app
Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
20. Mobile Phone Use
Among those who used a mobile phone for
retail purposes:
76% Research Products
33% Make a Purchases Online
39% Compare Prices while in Store
21% Use Retailer-Developed App
Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
21. Mobile Phone Use In Store
Consumer mobile phone use while in a store:
52% Store’s Website
36% Competitor's Site
21% Shopping Comparison Site
15% Store’s Mobile App
9% Competitor’s Mobile App
Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
23. Sneak Peak: Mobile Research
˃ 20 top retail mobile sites/apps
˃ Over 4,500 respondents
˃ Phone and tablets, sites and apps
˃ To be released in September
Source: ForeSee Mobile Research August 2012
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24. Sneak Peak: Mobile Research
˃ Scores between 77 and 84
> Web: Top 20: 75 to 89, Top 100: 69 to 89
˃ Average score 79
> web: Top 20: 80, Top 100:78
˃ Top Score, Amazon 84
> Web: Amazon 89
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 24
25. Sneak Peak: Mobile Research
˃ Likelihood to purchase in-channel: 74
˃ Likelihood to purchase out of channel: 82
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 25
26. Sneak Peak: Mobile Research
˃ 68% used mobile site
> Satisfaction 79
> Likelihood of in-channel purchase 73
> Likelihood of out-channel purchase 82
˃ 32% used app
> Satisfaction 80
> Likelihood of in-channel purchase 77
> Likelihood of out-channel purchase 81
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 26
27. Sneak Peak: Mobile Research
˃ 76% used phone
> Satisfaction 79
> Likelihood of in-channel purchase 74
> Likelihood of out-channel purchase 83
˃ 24% used tablet
> Satisfaction 79
> Likelihood of in-channel purchase 75
> Likelihood of out-channel purchase 80
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 27
28. Sneak Peak: Mobile Research
˃ Primary purpose of visit
> 28% to look up product details, satisfaction 79
> 19% to look up price information, satisfaction 78
> 17% to check in-stock status, satisfaction 79
> 13% to make a purchase, satisfaction 84
> 10% to find a location, satisfaction 80
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 28
29. Sneak Peak: Mobile Research
Location where they used phone/table
˃ 59% from home, satisfaction 80
˃ 16% while preparing to visit store,
satisfaction 79
˃ 7% from the retailers store, satisfaction 80
˃ 3% from a competitors’ store, satisfaction 76
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 29
30. Sneak Peak: Mobile Research
What most influenced you to visit site/app on
your phone/tablet
˃ 37% familiarity with brand, satisfaction 80
˃ 12% promotional email, satisfaction 79
˃ 10% search engine, satisfaction 77
˃ 13% via recommendation via social network
or word of mouth, satisfaction 80
Source: ForeSee Mobile Research August 2012
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 30
32. The Mobile Consumer: Many Forms
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
33. The Mobile Shopper: Many Purposes
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
34. The New Consumer
Today’s consumers
are multi-channel,
multi-device consumers
Mobile
is both a stand-alone
and companion channel
Traditional metrics
are single
channel metrics
Satisfaction
measures success of
the experience from the
customer’s perspective
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
35. ForeSee
Measuring the customer experience
through the lens of satisfaction
Precise Measurement
Confident Insights
Decisive Results
Relevant Benchmarks
36. ForeSee Mobile Measurement Capabilities
• Apps, mobile optimized sites
• Mobile traffic from non-optimized sites
• Smartphones & tablets
• Operating systems by phone & tablet
• Trigger within the app or site
• Trigger on exit of the app or site
• Trigger post-visit of an app or site
experience
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED @LarryFreed
37. The Big 3 Customer Experience Questions
1 How are we doing?
Performance of Satisfaction, key drivers
and desired outcomes
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 37
38. The Big 3 Customer Experience Questions
1 How are we doing?
2 What should we do?
Areas of focus defined by impacts
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39. The Big 3 Customer Experience Questions
1 How are we doing?
2 What should we do?
3 Why should we do it?
Causal model predicts behavior
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 39
40. Some of the Companies We Measure
Over 600 customers Over 1000 active measures
Over 70 million surveys collected Over 80 industry benchmarks
40 of the Fortune 100 35 of the Top 100 Online Retailers
6 of the Top 10 Banks Over 90% Customer Renewal
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 40
41. Takeaways
The consumer is multi-channel & multi-device with
unprecedented power
You cannot manage what you do not measure
Measure success from the consumers’ perspective
Traditional (behavioral) metrics alone will not tell
you enough about the customer experience
Customer satisfaction drives conversion, loyalty,
retention, word-of-mouth…and financial success
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 41
42. Copy of the slides?
Copy of the upcoming research?
Find out more?
Larry Freed Eric Feinberg
President & CEO Industry Director
(734) 205-2555 (734) 327-3850
Larry.Freed@foresee.com Eric.Feinberg@ForeSee.com
Twitter: @larryfreed Twitter: @ericfeinberg
www.ForeSee.com
Blog: blog.ForeSee.com
HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED AND ERIC FEINBERG @LarryFreed 42
Editor's Notes
Company: Blackberry
Company: Marriott
To clarify: Rhonda originally used the entire 19,000 plus n-count to do her calculations including the 61% that answered none of these. That’s why her original numbers were so low. This time she subtracted the 61% to get a new base of 7,509 (based on using the “Top-100 Only” filter in the portal. I hope this helps to clarify the dilemma.
