JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

MEASURING SUCCESS IN A
MULTI-CHANNEL WORLD
Sharon Knitter
MMRA Conference
July 17, 2013
Minneapolis, Minnesota

AGENDA
The Consumer Journey
Consumer Engagement Case Study
Mobile Satisfaction Scores
Advertising Case Studies
 Luxury Insights
 Mobile Index Sponsorship
Key Takeaways
2

THE MOBILE CONSUMER JOURNEY
3

2013 WILL SEE MORE MOBILE USAGE
 eMarketer estimates mobile
devices drive 27% of web
traffic in North America
 Most large websites are
seeing mobile traffic in the
30 – 35% range.
 This growth will continue in
2013
Source: eMarketer, Key Digital Trends for 2013, December 2012
4

MOBILE IS THE NEW PRIORITY
2009 2010 2011 2012
Mobile
(nonvoice) +46.7% +54.5% +58.8% +51.9%
Online +6.6% +6.2% +7.7% +3.6%
TV +5.1% -1.1% +3.8% +1.5%
Radio -3.9% -2.0% -2.1% -2.1%
Print -12.7% -9.1% -12.0% -13.6%
Total +1.9% +2.2% +5.0% +3.1%
• Consumers will continue to spend more time with digital
sources than traditional in 2013.
Growth of Average Time Spent per Day with Major Media by US Adults, 2009-2012 (% Change)
• Year-over-year the time consumers spend with mobile grows at
significantly higher rates than any other media.
Source: eMarketer, Key Digital Trends for 2013, December 2012
5

Context drives device choice
The device we choose to
use at a particular time is
often Driven by our context.
Consumers own multiple devices and seamlessly use them
throughout their day
The amount of time
we have or need
The goal we want
to accomplish
Our location
Our attitude and state of mind
6

Source: ForeSee Satisfaction Surveys, Q1, 2013; sample size 400,000
LOCATION TELLS PART OF THE STORY…
7

8

THE BIG QUESTION
HOW TO MEASURE SUCCESS?????
leads
email
phone
pageviews
uniques
visits
revenue
sales
time spent
intent
cpc
downloads
awareness
conversion
recognition
9

CASE STUDIES
10

MOBILE ENGAGEMENT
11

CONTEXT DRIVES MOBILE USAGE
SPECIFIC MIX OF FEATURES AND CONTENT
VALUABLE
 While
computers and
tablets are used
for in-depth
car-shopping
research, users
turn to
smartphones
for tasks closer
to purchase
12
Sources: Cars.com, “Mobile Web and App Usage for Automotive Shoppers,” Nielsen 2012

MOBILE ENGAGEMENT
• Tablet engagement metrics nearly identical to those of
desktop/laptop visits
• Android and iPhone App visits consume 3x more screen
views than desktop
Device Types SV/V Apps SV/V
Desktop / Laptop 12.2 Android 42.4
Tablet 11.5 iPhone 37.1
Mobile Phone 5.7 iPad 5.4
Avg. Screens per Visit
Time Segment Phone Tablet Desktop / Laptop
8AM - 6PM 7.63 11.00 10.89
6PM - 12AM 8.37 12.24 12.12
12AM - 8AM 8.05 11.35 11.40
Weekdays 7.96 11.43 11.37
Weekends 8.00 11.81 11.69
Device Types to Desktop Site
Avg. Minutes by Machine/Device
Source: Company Internal, Omniture, 2012
13

CONSUMER CONSUMPTION
VISUAL AND INTERACTIVE PAGES
Site Section Share by Platform (Indexed to Desktops and
Laptops)
Device
Content
A
Content
B
Content
C
Content
D
Content
E
Content
F
Tablet 101 125 98 106 131 83
Mobile 83 301 173 76 284 207
Desktops &
Laptops 100 100 100 100 100 100
Source: Company Internal Sources, Omniture, 2012
14

MOBILE SHOPPERS ARE
DIFFERENT
Lead Share by Platform (Indexed to Desktop
Platform)
Platform
Driving
Directions
Email This
Page
Map to
Store
Email
Contact
Visit Retail
Website
Android App n/a n/a 136 88 104
iPhone App 367 337 78 81 65
Mobile Site 97 69 239 84 n/a
National Website 100 100 100 100 100
Source: Company Internal Resources, Business Objects, 2012
15

MOBILE SATISFACTION
16

MOBILE SATISFACTION
Source: ForeSee Satisfaction Surveys, sample size 1,800,000
17

MOBILE SATISFACTION
Source: ForeSee Satisfaction Surveys, Q1, 2013; sample size 400,000
18

MOBILE ADVERTISING CASE STUDY
19

LUXURY MOBILE STUDY
BACKGROUND AND OBJECTIVES
 Campaign Objective: To increase awareness and
purchase intent of Luxury Brand
 Research Objective: Determine lift in awareness
and intent
 Target Audience: Male, Age 35+, Income over
$100k
 Sample Distribution: Total control n=576, Total
exposed n=637
 Recruitment Dates: Late Q3 2012
20
Sources:InsightExpress 2012

LUXURY MOBILE STUDY
METHODOLOGY
21
Sources:InsightExpress 2012
Media Campaign Runs Across the Mobile Internet
Respondents Surveyed via Mobile Before and During Ad Campaign
Control vs. Exposed Control vs. Exposed Control vs. Exposed
Exposed Group is Compared to Control Baseline to Determine Media Effect

LUXURY MOBILE STUDY
OVERALL RESULTS
22
Sources:InsightExpress 2012
• The campaign was very successful at influencing both awareness
and consideration for the Luxury Brand
– Increases in Advertising Awareness and Purchase Consideration were quite
large indicating that the campaign was very effective
64.0%
18.7%
11.0%
70.0%
57.3%
31.7%
6.0% 38.6% 20.7%
0%
20%
40%
60%
80%
100%
Aided Awareness Mobile Ad Awareness Purchase Consideration
Overall Results: Brand Metrics
Control N=576
Exposed N=637

MOBILE INDEX SPONSORSHIP
BANNER ADVERTISING SEARCHES
 Mobile Index Page banners on Android & iPhone Apps, and Mobile Site
 Advertiser's overall mobile searches increased during the mobile index
campaign. Daily average searches increased by 31% during campaign
when compared to the first half of February
23
Sources: Company Internal Sources

FOOD FOR THOUGHT
 Unique Key Performance Indicators
 Big Analysis rather than Big Data
 And don’t forget ‘small data’
 Connected Screen Experience
 Contextual Content and Advertising
 Customer Relationship First and Foremost
24

QUESTIONS?
Sharon@sharonknitter.com
25

WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry