Reaching consumers today is increasingly a challenge given the decreased consumer response to traditional media and attribution challenges presented by the explosion in digital. The consumers are out there, they have needs and are ready to buy, but you just have to make sure you market to them where they are not where they used to be. However, measurement and optimization are essential in the world of mobile where relevance is key and taking a multi-channel view of that consumer is absolutely essential. This presentation focuses on the latest in omni-channel measurement and real-time, visitor based analytics. It also covers the increasing importance of optimization for your mobile sites and mobile apps and explain why testing and optimization are critical to your success in mobile. Learn how best of breed brands are sensibly unleashing the power of “big data analytics” to better understand the consumer’s digital footprint, drive higher engagement, increased relevance, and ultimately conversions in all of your digital channels.

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Mobile Analytics:
Why Measurement is Mission Critical

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Agenda
• Big Data – Big Problem or Big Buzz Word?
• Data: Marketing’s Currency of Choice
• Mobile: Playing a Role in this Trend
• Mobile Analytics
• A Current State of Affairs
• A Model for Success
• Q&A

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Mobile Helps Fuel the Explosion of
“Big Data”

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Data emerges as marketing’s
key currency

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Data explosion
2.8 million emails per second*
200 million tweets per day
90% of world’s data created in the past 2 yr
2,500,000,000,000,000,000 bytes are created daily (2.5 quintillion)

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Marketers
understand that
data is GOLD and
they are
investing heavily
in tools to better
harvest it!

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The Website
remains the best
source for
generating data
on customers but
increasingly, the
website means
mobile sites, apps
and landing pages
too!

8. Leveraging “Big Data” to drive
Customer Experience Management
• Complete Customer View
• Market at ‘Speed of Thought’
• Converting data into insights

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Deliver timely business insights
Real-time data access and availability

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Harnessing the Power of Real Time
Analytics

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Market at ‘Speed of Thought’

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REAL TIME STREAMS: FUELING MARKETING PROCESSES
Seamlessly stream as-it-
happens customer intelligence
into all marketing & business
applications to optimize your
customer relationships:
§ Product recommendations &
promotions
§ eMail retargeting
§ Mobile site/app optimization
§ Display advertising
§ CRM & Call Center
Integration
§ Ad serving demand side
platforms
§ Marketing Automation
§ Fraud Detection
§ Site Hygiene and Monitoring

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“Webtrends Streams has helped us bring
our data to life in a way not previously
possible. Through engaging visualizations,
our staff are now able to appreciate the
global scale of our business in real time
and we’re excited about the customer
facing opportunities this unlocks.”
David N. Williams,
Head of Customer Intelligence, ASOS

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“With Webtrends Streams™ we will be able
to visualize real-time data and share it
throughout our organization, enabling us to
react swiftly to current news trends.”
Richard Harte, Director of Strategic
Planning & Analysis

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Mobile Measurement:
A Paradigm for Success

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Mobile – Relevance is
Everything!

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Mobile Measurement Disconnect
• Less than one-third of global brands
have developed a mobile strategy.
• Two-thirds have no real measurement
or analytics in place.
• Data not being used to inform strategy
or enhance mobile UIs. Analysts
termed this a key impediment to
success in this channel.
• Smartphone & tablet explosion and
rapid growth of mobile data services
only aggravating issue and creating a
measurement “imperative.”
Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research
“How Mature is your Mobile Strategy?” October 2010 Forrester Research
@MobileNTRactv

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Mobile Measurement – The Silos
*mobile payment, NFC, and Email emerging

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VISITOR-LEVEL
ANALYSIS SEGMENTATION
MULTI-CHANNEL
ANALYTICS
ACTION
SYSTEMS
MARKETING
APPLICATIONS
PERSONALIZATION
Segmentation
around
behaviors
Digital
analytics:
commerce and
marketing
Track and
measure visitor
data: purchase &
visit history
Push to CRM/
email and target
customers that
showed interest
in certain
products
Test & fine
tune website
making the
“call to action”
standout
Analytics Strategic Plan

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Building a Mobile Measurement Strategy
• Start early and involve ALL
stakeholders
• Find means to measure ALL
mobile traffic/interactions – not just
downloads or visits
• Build a measurement strategy that
aligns your objectives to
measurable activities
• Think about distribution and format
for reporting
• Focus on critical measures and be
able to assign $$ values to
conversion activities
• Use performance data to improve
programs and user experience
Usage Rate

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Mobile Measurement & Analytics - Resources
The MMA Primer on
Mobile Analytics
Mobile Marketing Update
September 2012
Issued by the MMA Mobile Analytics
Committee
Co-Chairs: Mike Ricci, WebTrends and Anders
Rosenquist, Ph.D., POSSIBLE

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PPT on Slideshare @
Michael Ricci, VP Digital & Solutions Marketing | @MobileNTRacTV
mike.ricci@webtrends.com