Create, measure, improve mobile
Eric RicksonDirector Mobile Analytics
25%
In 2009, one in four Americans used a
mobile device to access the Internet every month.
eBay mobile users to
spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)
2.5x
About 16.2 billion mobile apps will be downloaded in 2013 compared to 3.5 billion in 2009 (FutureSource) 4.6x
Consumers are there are you?
Emerging Opportunities
Was last year 2009 or 1999?
“I don’t know what a website is, but I know I need to have one.”
APPn
Mandate
Experimentation
Demonstrate value of mobile channel
•Baseline performance•Compare
channels•Monetize actions•Appropriate
depth•Discover
optimization opportunities
Mobile measurement maturity
1.Number of Downloads
2.Usage and Engagement
3.Effectiveness and optimization
Essential Channel Measures
•Adoption• App downloads• Site or app visitors• App usage (% of DL)• Geo distribution
•Engagement• Frequency (visits/visitor)• Depth (events/visitor and duration)• Retention rate (% returning)
•Effectiveness• Objective oriented conversions • High value activities
Planning Measurement•Focus on critical measures•Involve stakeholders•Start early•Distribution and format
Usage Rate
Web Mobile Facebook FiOS TV Game consoles Video
Understand Mobile Destinations
Mobile Web Native Apps Campaign Apps
Webtrends Analytics
Mobile Measurement
Webtrends Mobile Analytics
Measure what matters
•Details about viewed content•Each action can be
reported on•Configurable metrics
mapped to users activities•Unlimited metrics
Optimized tracking for native apps
•Easy integration•Standard and custom
events•Auto-queuing and offline
capture•ID and opt-out options•For Apple, Android, and
Blackberry•Generic approach for other
platforms
Associated Press Mobile
“With the help of Webtrends, we are provided relevant insight into how the applications are being used. This will help us understand adoption and allow us to measure our usage goals, and what we expect from similar applications. Measurement is an important piece of the experience.”
Jeffrey Litvack GM Global Product Development
Associated Press
Key takeaways
•Treat Mobile as an integrated marketing channel•Don’t just make it, make it useful •Include analytics in planning phase•You can’t optimize what you don’t
measure
**check out Eric Butler’s Tips and Tricks track
Thank you.