measuring multiscreen marketing
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SMX
Source: Popular Science, June 1970
Measuring Multiscreen Marketing: ROI & Video the GoThomas Ciszek Co-founder, Products
Twitter @t1c1 #smx #11C
Why is 2013 Getting Weird and Different?
Source: Reddit /r/battlestations, May 2013
Screens and devicesPeople onlineSearchesVideosMeasurement, data products and toolsWebsites catching up
MOAR!
#smx #11C @t1c1
#smx #11C Source: Microsoft Cross-Screen Engagement:, 2013@t1c1
Multi-screen usage is about context, and ultimately about convenience.
:
Multi-Screen Attribution
Digital Advertising
Video
Search
E-CommerceDemographic Profiles
Behavioral Profiles
AnalyticsTelevision
Games
Phone Tablets
Points of Sale
Infrastructure
Desktop/Laptop
Attribution
Source: Bootstrap Master, 2013#smx #11C @t1c1
Multi-Screens Conditions•Wifi and Ethernet•Battery and Outlet•Data Plan
Marketingemail, news, radio, TV, word of mouth, billboards, magazines, stores, etc.
Apps, Sites, Chat, Call, Maps, Photos
Video
@t1c1#smx #11C
The number of smartphones sold globally in Q4 2012 (Gartner, 2013).
207.7MAverage time a U.S. consumer spent per day on smartphones and tablets
(Flurry, 2013)
2.5+ hours
Little Screen Numbers
CPCs and MAUs by SCRN U.S. Q1 2013
53% more cost than phone
Source: Kenshoo Global Search Advertising Trends, 2013
221 Million MAUs
224 Million MAUs
CPC: cost per click (avg. US)MAU: monthly active userSCRN: screen
The number of tablets sold in Q4 2012, includes 22.9 million iPads (IDC, 2013)
52.5M
@t1c1#smx #11C
Big Screen Numbers
Source: IAB - The Multiscreen Marketer, 2012
Impact of Features Expected in Future Televisions
Source: Boston College Flickr: http://www.flickr.com/photos/bc-burnslibrary/6766005689/
@t1c1#smx #11C
Screens and Video Go Hand-in-HandEven if you are integrating messy multi-channel data: email, call center data, in-store, computer and mobile conversions to calculate a marketing cost per goal...
There is not an easy way to identify the most profitable combinations of screens!
Video is a common denominator across screens.
@t1c1#smx #11C
Video Across Screens
Sources: Morgan Stanley via Business Insider (1/31/2013); YouTube Sidebar (2013); Business Insider March Madness on Demand Player (2010)@t1c1#smx #11C
YouTube
NCAA Boss Button
Even if you have rock solid abs, Universal Analytics, mobile segmentation, MCFs, integrated data, AND you’re making awesome videos...
Source: Avinash Kaushik, ‘Multi-Channel A ttr ibution: Definitions, Models and a Reality Check ’, April 2012; Google Universal Analytics, Google Analytics@t1c1#smx #11C
NOTE: Mobile Traffic INCLUDES Tablet Traffic
No one said figuring out ROI would be easy.
Multi-Channel Attribution :: Across Multiple Screens (MCA-AMS)
Multi-Channel Conversion VisualizerNeed for Custom Segments
Universal Google Analytics
Organic Search
Direct
Referral
Social Network
@t1c1#smx #11C
Acquisitions, Customers, Engagement, OutcomesTranslated: Traffic, Visitors, Visitors/Traffic, Conversions
What can we measure right now?
Source: Xbox Live Streaming, May 2013; Omniture; Google Analytics
Monitor Resolutions
Unique Visitors
%Unique Visitors
Visits % Visits Units %Units
Not Specified 108,386 37% 127,417 39% 9,965 42%
1024 x 768 42,528 15% 44,669 14% 1,795 8%
1366 x 768 36,946 13% 40,085 12% 3,554 15%
1280 x 800 15,925 5% 17,675 5% 1,097 5%
1280 x 1024 14,874 5% 16,108 5% 1,142 5%
1600 x 864 14,282 5% 15,536 5% 1,597 7%
1400 x 864 10,513 4% 11,555 4% 902 4%
1920 x 1080 9,630 3% 10,553 3% 632 3%
1280 x 768 7,886 3% 8,484 3% 793 3%
1680 x 1050 5,183 2% 5,505 2% 354 2%
800 x 600 5,255 2% 5,425 2% 154 1%
Monitor Resolutions Report MCF - Assisted Conversions
8.4 million people streamed the Xbox unveiling
Remember: A large portion of searches tend are consumptive rather than aspirational.
Consider action, context, time, location, and mood.
Segment everything, build models, execute and experiment within and across channels and screens.
What is a multi-screen searcher doing right now?
Are you measuring that?
@t1c1#smx #11C
Become one with analytics
Embed intent in messaging
Keep the multi-screen in mind
Source: http://asp.arkansas.gov
@t1c1#smx #11C @t1c1#smx #11C
Thank You!Thomas Ciszek Co-founder, Products
Twitter @t1c1 #smx #11C
Source: http://cdn.ndtv.com/tech/images/gadgets/youm-windows-phone%20.jpg
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