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Mobile Analytics Insights from Engagement January 19, 2011 Ariela Freed, Mobile Marketing Strategist aka mobiela

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About Maritz Canada <ul><li>Marketing agency with 400+ employees based in Mississauga </li></ul><ul><li>Help businesses understand, enable and motivate their audiences through: Sales Channel Enablement, Engagement Marketing and Consumer Loyalty </li></ul><ul><li>Expertise in Research, Loyalty, Learning, Events, Marketing Communications and Digital Marketing </li></ul><ul><li>Clients include: Ford, RIM, Johnson & Johnson, Scotiabank, SCENE and Home Depot </li></ul>

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Agenda

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<ul><ul><li>Mobile: An Overview </li></ul></ul><ul><ul><li>Steps to Measuring Mobile’s Impact on Marketing </li></ul></ul><ul><ul><li>Unique Mobile Insights </li></ul></ul><ul><ul><li>Mobile Analytics Vendors </li></ul></ul><ul><ul><li>The State of Mobile Analytics </li></ul></ul><ul><ul><li>Parting Thoughts </li></ul></ul>

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Mobile: An Overview

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<ul><li>There will be 5.3 billion mobile subscriptions by the end of 2010. </li></ul><ul><li>That is equivalent to 77% of the world population . </li></ul><ul><li>The International Telecommunication Union, October 2010 </li></ul>

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 65.0% 2008 Source: eMarketer, June 2010

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 68.4% 2009 Source: eMarketer, June 2010

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 72.6% 2010 Source: eMarketer, June 2010

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 76.3% 2011 Source: eMarketer, June 2010

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 79.5% 2012 Source: eMarketer, June 2010

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 01/19/11 82.0% 2013 Source: eMarketer, June 2010

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Mobile Phone Subscribers and Penetration in Canada 2008-2014 84.7% 2014 Source: eMarketer, June 2010

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SmartPhone Penetration 2010 (% of mobile handsets) 18% 31% 5% 11% 33% 7% 4% 1% 19% Source: Informa, Instat & Gartner, Feb 2010

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Apps generate >$2Billion in revenue in N. America Ads generate $208M in CAN but growing fast! Online Email Mobile Direct Mail Out-of- Home Digital TV Radio Print Source:: Ipsos Reid, November 2009

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<ul><ul><li>>7 Billion applications downloaded </li></ul></ul><ul><ul><li>347% growth in Twitter mobile usage </li></ul></ul><ul><ul><li>200 Million mobile Facebook Users </li></ul></ul><ul><ul><li>100 Million YouTube videos played on mobile everyday! </li></ul></ul><ul><ul><li>Its not just about the number of phones. </li></ul></ul><ul><ul><li>Mocial (Mobile + Social) is changing people’s habits and interactions. </li></ul></ul>

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<ul><li>“ In the last twelve months, customers around the world have ordered more than $1 billion of products from Amazon using a mobile device.&quot; </li></ul><ul><li>- Jeff Bezos, July 2010 </li></ul>

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<ul><li>48% mobile marketing is “very important” or “important” to their overall marketing strategy </li></ul><ul><li>The biggest impediment to mobile: </li></ul><ul><li>32% “Not knowing how to develop the business case” </li></ul><ul><li>30% “Not enough analytics to measure the ROI” </li></ul>Source: www.r2integrated.com, 2010

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Marketing translates to mobile in many trackable ways Search Productivity Research Branding Share Entertainment Transactional Local Knowledge Interaction Learning

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Steps to Mobile Measurement: <ul><li>Determine Baseline </li></ul><ul><li>SEO, Social mentions, Web traffic reports… </li></ul><ul><li>2. Determine Objective(s) </li></ul><ul><li>Sales, Lead Generation, Interactions, Loyalty, Knowledge Transfer, </li></ul><ul><li>Brand Awareness… </li></ul><ul><li>3. Choose Tactics </li></ul><ul><li>Mass advertising, Mobile advertising, Promotional Mobi Site… </li></ul><ul><li>4. Set Benchmarks for Mobile Marketing </li></ul><ul><li>Reach, Downloads, Shared, Time Spent With, Talked About… </li></ul>

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5. Map Tactics and Objectives Against the Marketing Funnel Awareness Consideration Intent Action

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Mocial Presents Unique Insights Into Campaign Performance Mobile Insights Heard Success of Media Time Targeting Uniques Visible Intent Purchase Shared Awareness Consideration Intent Action Extended Reach Proliferation

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Make Friends With BlackBerry: Mobile Measurement Access to: 713,000 music fans Awareness: 101,028 1:1 intercepts Contest Engagement*: 19% entries Signaled Consideration*: 3% Signaled Intention*: 17% Retail Lift: 3-5% *on Mobile Engagement*: 16% BBM Friends and Site Visits

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The Mobile Measurement Puzzle Pieces SMS/IM Outbound and inbound mobile messages Application Usage of downloadable and native applications Web Web traffic of mobi sites Advertising In app, in video and interstitial display and search ads Social The spread of ideas, preferences and information

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SMS Aggregators <ul><ul><li>Unique/total respondents </li></ul></ul><ul><ul><li>Response types </li></ul></ul><ul><ul><li>Number of interactions </li></ul></ul><ul><ul><li>Clicks to URL </li></ul></ul>

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Free and Paid Application Services <ul><ul><li>Devices used </li></ul></ul><ul><ul><li>Number of downloads </li></ul></ul><ul><ul><li>Application use </li></ul></ul><ul><ul><li>Frequency of use (loyalty over time) </li></ul></ul><ul><ul><li>Time Spent </li></ul></ul><ul><ul><li>Features used </li></ul></ul><ul><ul><li>In-app advertising </li></ul></ul><ul><ul><li>Conversions/purchases </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Online and offline measurement </li></ul></ul>

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3 rd Party and Closed Web Analytics <ul><ul><li>Browser types </li></ul></ul><ul><ul><li>Site visits </li></ul></ul><ul><ul><li>Unique visitors </li></ul></ul><ul><ul><li>Page Visits </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>Entry/exit points </li></ul></ul><ul><ul><li>Video measurement </li></ul></ul><ul><ul><li>Social media impact </li></ul></ul><ul><ul><li>Segment analysis </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Ad network performance </li></ul></ul>

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Blind and Premium Ad Networks <ul><ul><li>Clickthrough Rates </li></ul></ul><ul><ul><li>Demographic and Behavioral Groups </li></ul></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Web/in app/video </li></ul></ul><ul><ul><li>Length of visit </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Carrier </li></ul></ul>BLIND NETWORK PREMIUM BLIND NETWORKS PREMIUM NETWORKS

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Social Listening Tools <ul><ul><li>Shares </li></ul></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Number of mentions </li></ul></ul><ul><ul><li>Sentiments </li></ul></ul><ul><ul><li>Blogs, Posts, Tweets, Articles </li></ul></ul><ul><ul><li>Topic trends </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><ul><li>Impressions </li></ul></ul>

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The State of Mobile Analytics in 2011

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Analytics Are A Must Have to Convince Advertisers <ul><li>From emerging to maturing market: acquisition and consolidation </li></ul><ul><li>Major platforms are aligning with analytics companies: </li></ul><ul><ul><li>Google acquired AdMob for mobile advertising </li></ul></ul><ul><ul><li>Nokia acquired Motally for in-application analytics </li></ul></ul><ul><ul><li>RIM partnered with WebTrends for in-app analytics </li></ul></ul><ul><ul><li>Apple acquired Quattro, then launched iAd for mobile advertising </li></ul></ul><ul><li>Agency and brand preferences are becoming formalized </li></ul>

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There Are Still Some Caveats Around Mobile Analysis <ul><li>Lack of standards Each tool has its own methodology </li></ul><ul><li>Sources Carrier Traffic (3G) Vs Site Data (incl. Wifi) </li></ul><ul><li>Objectivity Open Vs Closed analytics systems </li></ul><ul><li>Technology Hyper fragmented – both in terms of devices-supported and analytics tools </li></ul><ul><li>Silos Mobile is an integrator; mobile analytics tools are not </li></ul>

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Final Thoughts on Mobile Analytics <ul><li>Mobile and social provide greater insight into campaign success than other media </li></ul><ul><li>Growth trajectory of all mobile activities are steep </li></ul><ul><li>Do not ignore mobile just because the analytics industry is not yet mature </li></ul><ul><li>Internet measurement standards developed from trial and error; its everyone’s interest to make mobile analytics better </li></ul>

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Thank You