Create, measure, improve mobile

Eric RicksonDirector Mobile Analytics

25%

In 2009, one in four Americans used a

mobile device to access the Internet every month.

eBay mobile users to

spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch)

2.5x

About 16.2 billion mobile apps will be downloaded in 2013 compared to 3.5 billion in 2009 (FutureSource) 4.6x

Consumers are there are you?

Emerging Opportunities

Was last year 2009 or 1999?

“I don’t know what a website is, but I know I need to have one.”

APPn

Mandate

Experimentation

Demonstrate value of mobile channel

•Baseline performance•Compare

channels•Monetize actions•Appropriate

depth•Discover

optimization opportunities

Mobile measurement maturity

1.Number of Downloads

2.Usage and Engagement

3.Effectiveness and optimization

Essential Channel Measures

•Adoption• App downloads• Site or app visitors• App usage (% of DL)• Geo distribution

•Engagement• Frequency (visits/visitor)• Depth (events/visitor and duration)• Retention rate (% returning)

•Effectiveness• Objective oriented conversions • High value activities

Planning Measurement•Focus on critical measures•Involve stakeholders•Start early•Distribution and format

Usage Rate

Web Mobile Facebook FiOS TV Game consoles Video

Understand Mobile Destinations

Mobile Web Native Apps Campaign Apps

Webtrends Analytics

Mobile Measurement

Webtrends Mobile Analytics

Measure what matters

•Details about viewed content•Each action can be

reported on•Configurable metrics

mapped to users activities•Unlimited metrics

Optimized tracking for native apps

•Easy integration•Standard and custom

events•Auto-queuing and offline

capture•ID and opt-out options•For Apple, Android, and

Blackberry•Generic approach for other

platforms

Associated Press Mobile

“With the help of Webtrends, we are provided relevant insight into how the applications are being used. This will help us understand adoption and allow us to measure our usage goals, and what we expect from similar applications. Measurement is an important piece of the experience.”

Jeffrey Litvack GM Global Product Development

Associated Press

Key takeaways

•Treat Mobile as an integrated marketing channel•Don’t just make it, make it useful •Include analytics in planning phase•You can’t optimize what you don’t

measure

**check out Eric Butler’s Tips and Tricks track

Thank you.