How to manage and optimize mobile marketing using webanalytics - Remi van Beekum /StormMC - 2013-11-21

1. Mobile strategy How to manage and optimize mobile marketing using webanalytics

2. Table of contents  Storm Marketing Consultants  Why is ‘mobile’ so important?  What is the next step in mobile?  How to measure succes/ ROAS for mobile campaigns using Google Analytics  Why mobile conversions are so hard  How to measure cross-device  Some final advice 2

3. Storm Marketing Consultants 3

4. Pleased to meet you! I. II. I. 2 founders/owners 4 staff employees Strategic Digital Marketing I. Education I. Digital data & webanalytics Agency II. 6 employees (ex. trainers) II. 4 employees II. 40 employees III. A.o. introductive courses ‘till III. A.o. Attribution, Universal, III. A.o. Search, Display, post graduate Mobile, Auto reporting Affiliate, Social, Mobile, ID 5

5. References 6

6. Vision on digital marketing 7

7. Why is mobile so important? Most marketeers are still sleeping 8

8. Why mobile is sooo important? 9 Source: Benedict Evans/ Gartner

11. Why mobile is sooo important? Consumers Scale  Mobile has been bigger than PC’s for a long time  Now mobile is getting ‘smart’  A PC is replaced every 4 or 5 years, a phone every 2 years Usage  Most PC’s are shared, phones are personal  Location, photos, everywhere  The address book is a basic social network 12 Source: Benedict Evans/ Gartner

12. What’s the next step in mobile? And how should we do that? 13

13. The current situation Where advertisers are Where consumers are Advertisers Consumers  They ‘started’ with mobile in the last couple of years  72% of Dutch consumers own a smartphone (Q3 2013)  They have a mobile/ responsive website or an app  32% of Dutch households own a tablet (end of 2012) Results Customer journeys  Results are dissapointing  Limited insights  People use a lot of different devices in their customer journeys  Low conversion rates  Lots of questions  Consumers want to use their phones to orientate and buy stuff 14

14. Questions Questions advertisers ask Value  What is an app-install worth?  Do app-installs cannibalize the existing turnover?  Is that bad? Journey  How many of our clients use multiple devices to buy our stuff?  Is there a logical sequence? Marketing  What is the Return on ad spend (ROAS) of campaign x?  How should we allocate budget between campaigns?  How should we target and optimize mobile campaigns? 15

15. The traditional way of answering these questions ‘desktop’ 16

16. The traditional way The traditional way of allocating budgets online Question  What is the ROI/ ROAS of campaign x?  How should we reallocate our budget? 17

17. The traditional way The traditional way of allocating budgets online Approach ?utm_source=source&utm_medium=medium&utm_campaign=somecampaign 18

18. The traditional way The traditional way of allocating budgets online Result  The ROI/ ROAS of campaign x is …%  We should shift some budget from campaign x to campaign y  Or manage campaign x more efficient 19

19. How does this apply to mobile? ‘smartphone’ 20

20. The mobile way The mobile way of allocating budgets Approach Data: Data:  Keywords  Opens  Views Data:  Clicks  Reviews  Views  Conversions  Costs  Rankings  Downloads  Orders/order value  Screens (pageviews) 21

21. Example of Google Analytics Mobile app analytics 22

22. Google mobile app analytics How to measure in-app behaviour Measure with Google App analytics  Devices  New users and active users  Screens (views)  Goals/conversions  In-app revenue Android vs. iOS  Android: Connection with Google Play: traffic sources  iOS: No connection with App store: no traffic sources How  Implement Google App analytics SDK in app(s)  Hire an analytics expert/developer to do so 23

23. Google mobile app analytics Realtime location 24

24. Google mobile app analytics Audience overview “Pageviews” are called “screens” Lots of returning visitors 25

25. Google mobile app analytics App versions and crashes Development team fixed something! Old version: less screens, shorter sessions 26

26. Google mobile app analytics Operating systems, devices, screensizes 27

27. Google mobile app analytics Goals, revenue, conversion rates 28

28. Example of Google Analytics Mobile app analytics Android-only 29

29. Google mobile app analytics Google Play traffic-source flow Traffic source Views in Google Play Installs New users (opens) 30

30. Google mobile app analytics Google Play traffic-source flow AdWords: low volume, and low waste Facebook: high volume, high waste But cheap clicks ;-) 31

31. Why mobile conversions are so hard 32

32. Why mobile conversion rates are low It’s hard to convert on a smartphone Reasons not to convert on mobile 1. Cannot trust credit card security on mobile device (40%) 2. Screen size is too small (40%) 3. Cannot see detailed product/service information (27%) 4. Hard to type (25%) 5. Hard to compare prices and options (22%) As a result 33 Source 1: Google’s “Our Mobile Planet” 2013 study; Source 2: Monetate

33. Why mobile conversion rates are low People convert on desktops or in real-world People convert in other ways  34% of purchaces from mobile convert on that device  52% of purchaces from mobile convert in person (in store or by phone) 34 Source: Google study 2013

34. Customer journey 35

35. Cross-device conversions Consumers Multi-device consumer  Dutch people own 4,3 mobile devices on avarage  German people own 4,5 mobile devices 36 Source: Deloitte

36. Cross-device conversions Consumers Cross Device  34% of people use the screen/device that is nearest  90% of people use multiple devices sequentially to accomplish a task  67% of people start shopping on one device and continue on an other 37 Source: The New Multi-Screen World Study - Google

37. Cross-device conversions 38 Source: The New Multi-Screen World Study - Google

38. How to measure cross-device 39

39. Cross-device conversions Using universal analytics Universal Analytics Open Measurement Protocol  Universal analytics has an ‘open measurement protocol’  It supports “User ID” (you need a whitelist for that)  It needs some kind of log-on to identify the user on a different device  With the log-on the script overrides the browser-specific ID with a user-ID  Measure a user that visited our site on mobile and converted on desktop Is it a solution?  When you’re a website where people log in, it is  Otherwise it’s useless, so for most it is not Other (future) solutions  Google might start using Google Accounts to track cross-device (like ‘estimated total conversions’ in Adwords)  Fingerprinting and probability based on wifi, location, other behaviour  Might be a problem with European laws (the cookielaw) 40

40. Customer journey How do we measure the multi-device, multi-channel user? 41

41. Some final advice 42

42. Take-aways Facebook Facebook cross-device tracking  Lots of people log into Facebook on all their devices  Facebook has excellent cross-device tracking  Show people a mobile ad, see them convert on desktop Problem  Hard to compare with other channels  Siloized measurement (who do you trust?) 43 Source: StormMC case

43. Take-aways iOS vs Android Stop focussing on Apple!  Marketeers are highly educated and early adopters  They bought iPhones and seem to think everybody has an iPhone  Most mobile strategies are ‘iPhone-first, make a copy later’ Normal people have Android  69% of (Dutch) people have Andoid  22% of (Dutch) people have iOS 44 Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

44. Take-aways iOS vs Android: traffic Android phone sends more traffic than desktop 45 Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

45. Take-aways iOS vs Android Start taking Android serious  Developing a good app takes at least a year (the first few versions suck)  So don’t look at yesterday’s data, but try to look at the future Native  Native is more than a programming-language: use widgets, customizations and so on  Brechtje de Leij (NU.nl): “An iPhone-clone in the Play Store is as bad as putting a Feyenoord-fan in the AJAX-stadium and say: ‘Stop whining, it is football!?’” 46 Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

46. Take-aways Start usability testing Mr. Tappy  Works with smartphones and tablets  Works with tools like Morea 47

47. Titel van de slide Een ondertitel Contact Thank you! Headquarters Zuiderpark 14 9724 AG Groningen 1.290 Telephone: bezoeken op Facebook: Ardoer.com +31 (0) 50 210 28 58 Twitter: Facebook.com/stormmc.nl Google+: Twitter: +RemivanBeekum Twitter.com/stormmc Website: @remivanbeekum stormmc.nl Ruimte voor toelichting op de afbeeldingen/tabellen of grafieken. 48