mobile marketing a new analytics framework what we have & … · mobile marketing a new...

1!

Mobile Marketing A New Analytics Framework

What we have & what we need

2/28/12

The future is increasingly mobile

6 billion mobile devices globally and 1.2 billion mobile web users in 2011

Yest

erda

y

Toda

y Mobile and non-desktop devices predicted to generate 20% of internet traffic in 2012

Tom

orro

w

Mobile internet traffic to surpass desktop traffic altogether in 2014

Data Sources: eMarketer, comScore, Gartner, MRI & Organic internal data

2011 online Holiday shopping •  15% increase from 2010 to $35.3B •  10 days with over $1B in sales •  Cyber Monday $1.3B Mobile is empowering much of this growth •  Approx 8% of online Holiday revenue was sourced from mobile (double vs 2011) •  7% of all internet traffic was sourced from mobile (4 fold increase in 2 years) •  44% of searches for last minute gifts and store locator terms were mobile •  14% of all online sales on Christmas day were sourced from mobile

Key Mobile activities: Product research, Price comparison, Store locator

Mobile is the new amplifier


Evolving Consumer Dynamics What we’ve learned

© ORGANIC 2009. ALL RIGHTS RESERVED.

0%

50%

100%

150%

200%

250%

300%

80%

90%

100%

110%

120%

130%

140%

150%

160%

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12

Mobile Consumers Mobile Conversion Rate

Traf

fic

Con

vers

ions

Mobile is growing in usage and conversions

•  Mobile site conversions are much higher for sites that were designed specifically for mobile

•  Tablets dwarf smartphones in online purchases via mobile and in some cases have begin to outpace desktops


The curse of the silo What we can measure


The Jeep Ecosystem

The past: An Ecosystem unified with data

Multiple touch-points Entire customer journey Unified by cookies & time

The new reality: It’s a more complex and constantly evolving ecosystem...

...with multiple networks...

ORGANIC.COM

...platforms...

...interfaces...

...channels...

...and mixed media touch points with limited integration.

Lots of actions to track, but... Media Measureable criteria

Mobile web & Ads

•  Common: unique visitors, page views, pages per visit, conversions, time on site, actions – e.g. (email signups, FB likes, shares), bounce rate, top entry and exit pages

•  Mobile Specific: Device (user agent strong – e.g. iPod Touch, Blackberry Storm) Mobile OS, Mobile browser, click to call, location, wireless carriers, UDID (handset identifier)

Mobile Apps • Total Downloads – # of times your app is downloaded from an app store.

• App Users – # of unique app users over a period of time. Shows how many people actually use the application after downloading.

• Active User Rate – Ratio of the # of app users to the # downloads. Understand if you are gaining or losing your audience over time.

• New Users – # that first used your app during specific time period - shows if you are staying ahead of the customer attrition curve.

• Frequency of Visit – Ratio of of visits to # of users over a period of time - how often your app is being used. Gauge of user loyalty.

• Depth of Visit – # of screens viewed on avg compared to # of visits. W/duration, this metric gives you insight into engagement

• Duration – The average amount of time spent in the application. As with depth of visit, an indicator of how much your app is used.

• Bounce Rate – Ratio of the number of user visits with a single view event to the total number of visits. This helps you understand how many of your users are just starting up your app and then closing it

SMS •  Phone#

•  Time Sent

•  Carrier

•  Keyword received from mobile originated text

“One ring to rule them all” What we want


Data Linkage Across Platforms

Bringing together online behavior, mobile browsing, and traditional media exposure with sales is the holy grail of marketing research

In order to address client needs and create effect budget and communications plans we need to find a linkage across all media platforms

ORGANIC.COM

Media Mix / Performance

(Net of cost)

90 positive sentiment tweets = 1 incremental case sale

(Net of cost)

Attribution

Unattributed Shared Equally Attributed

Display Impression 1 $0 $20 $14

Display Impression 2 $0 $20 $5

Search Click 1 $0 $20 $18

Display Click 1 $0 $20 $27

Search Click 2 $100 $20 $36

Purchase Conversion $100 $100 $100

Attribution – Why it’s so important

Evolution of Attribution

Industry Standard

•  All weight attributed to last touch point in purchase path


Industry Standard


Model Based Online Attribution

•  Behavioral Choice Model

•  Temporal click and impression weighting

•  Paid versus Generic Search breakout

•  Email & Affiliate distinction


Industry Standard Cross- Platform

Attribution


•  Links User Level Mobile to User Level Online

•  Captures Aggregate Effects Like TV and Print

•  Captures Online and Offline Conversion

Model Based Online Attribution

•  Behavioral Choice Model

•  Temporal click and impression weighting

•  Paid versus Generic Search breakout

•  Email & Affiliate distinction

Data Types & Corresponding Analysis

1. Linked & Disaggregated •  Brand.com •  Display Media •  Search Media •  Social

Mix Media Modeling Attribution



2. Not Linked & Disaggregated

•  Mobile web

•  Apps


Mix Media Modeling



2. Not Linked & Disaggregated

•  Mobile web

•  Apps

3. Not Linked & Aggregated •  TV •  Print •  Outdoor


Mix Media Modeling

Mix Media Modeling

29!

How to solve for this?

Key Partnership may hold the key: AT&T U-verse iPad + Hulu Plus Xbox Live + Netflix Apple TV You Tube + Disney

mobile marketing a new analytics framework what we have & … · mobile marketing a new...

Documents