Presentation by Elaine Bramley, SVP of customer services, Bango, at the IAB Mobile Marketplace conference in New York on 19 July 2010. It offers an insight on how best to manage mobile metrics, at a time when some brands are still unsure about exactly what and how to measure on mobile.

1. Is it Working?
How to manage mobile metrics
Elaine Bramley, SVP Bango Inc.
© 2010 Bango plc
www.bango.com

2. What do you get for your marketing $$ ?
Marketing Viral, App or
Campaign $ Bookmark $
User Actions
Result
2

3. 275 million US mobiles
iPhone
7% Voice‐Text
only
Open
19%
smartphone
18%
Java low‐end
9%
Java high‐end
24%
BREW
23%
USA Mobile Phone Subs 2009 Sources: Carrier and device manufacturer financial reports, Gartner, NPD Group, IDC, Comscore, Snac
3

4. Many ways to market …
SMS campaigns Banner & text ads Search marketing In App Marketing
4

5. Analyze and understand…
Organic
Search
Marketing Viral, App or
Campaign $ Bookmark $
User Actions
Result
5

6. Measure carefully…
90% of our visitors
have smartphones
retailer.com
6

7. Measure carefully…
90% of our visitors
have smartphones
”retailer”.com
Reality: 34%
Analytics tool based on
javascript “broke”
70% of all visits
7

8. Managing the metrics …
Decide on
your baseline
8

9. Managing the metrics …
Decide on
your baseline
Make
changes
9

10. Managing the metrics …
Decide on
your baseline
Make
changes
Prove its
better
10

11. But take care ….
2X spend increased
traffic only 32%
“games”.com
11

12. Reality:
2X spend increased 2X spend increased
traffic only 32% real traffic 88%
“games”.com
12

13. Reality:
2X spend increased 2X spend increased
traffic only 32% real traffic 88%
“games”.com
Trial 1:
$X => 14,567 visits
32%
Trial 2:
$2X => 19,202 visits ?
13

14. Reality:
2X spend increased 2X spend increased
traffic only 32% real traffic 88%
“games”.com
Trial 1:
$X => 14,567 visits
but 9,788 ROBOTS
Real traffic: 4,779
Trial 2:
$2X => 19,202 visits 88%
with 10,201 ROBOTS
Real traffic: 9,001
14

15. Reality:
2X spend increased 2X spend increased
traffic only 32% real traffic 88%
“games”.com
Trial 1:
$X => 14,567 visits
but 9,788 ROBOTS
Real traffic: 4,779
Trial 2:
$2X => 19,202 visits
with 10,201 ROBOTS
Real traffic: 9,001
Action:
Filter out Robots & Spiders!
15

16. Mobile can be more precise …
Eyeballs Pages “Uniques”
16

17. Mobile can be more precise …
Specific User
17

18. Measure carefully…
Most of our visitors
have iPhones
“publisher”.com
18

19. Measure carefully…
Most of our visitors
have iPhones
“publisher”.com Reality:
2X more Blackberry
than iPhones
19

20. Measure carefully…
Most of our visitors
have iPhones
“publisher”.com Reality:
2X more Blackberry
than iPhone
In 1 month:
iPhone 5.6m pages
Blackberry 2.9m pages
20

21. Measure carefully…
Most of our visitors
have iPhones
“publisher”.com Reality:
2X more Blackberry
than iPhone
In 1 month:
iPhone 5.6m pages - 0.7m users
Blackberry 2.9m pages – 1.5m users
21

22. Measure carefully…
Most of our visitors
have iPhones Reality:
2X more Blackberry
“publisher”.com than iPhone
In 1 month:
iPhone 5.6m pages - 0.7m users
Blackberry 2.9m pages – 1.5m users
Action:
Optimize pages for BB!
22

23. Top 3 tips …
• Measure accurately..
• Establish a baseline and understand variances
• Experiment …
23

24. More information…
Bango.com/wp
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25. Is it Working?
How to manage mobile metrics
Elaine Bramley, SVP Bango Inc.
© 2010 Bango plc
www.bango.com