Mobile strategyHow to manage and optimize mobile marketing using webanalytics

Remi van Beekum Chief Innovation Officer

@remivanbeekum21 November 2013

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

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Table of contents

Storm Marketing Consultants

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Pleased to meet you!

I. Strategic Digital Marketing

Agency

II. 40 employees

III. A.o. Search, Display,

Affiliate, Social, Mobile, ID

I. Education

II. 6 employees (ex. trainers)

III. A.o. introductive courses ‘till

post graduate

I. Digital data & webanalytics

II. 4 employees

III. A.o. Attribution, Universal,

Mobile, Auto reporting

I. 2 founders/owners

II. 4 staff employees

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References

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Vision on digital marketing

Why is mobile so important?Most marketeers are still sleeping

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Why mobile is sooo important?

Source: Benedict Evans/ Gartner

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Why mobile is sooo important?

Source: Benedict Evans/ Gartner

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Why mobile is sooo important?

Source: Benedict Evans/ Gartner

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Why mobile is sooo important?

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

Consumers

Source: Benedict Evans/ Gartner

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

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Advertisers They ‘started’ with mobile in the last

couple of years They have a mobile/ responsive website

or an app

Results Results are dissapointing Limited insights Low conversion rates Lots of questions

Consumers 72% of Dutch consumers own a

smartphone (Q3 2013) 32% of Dutch households own a tablet

(end of 2012)

Customer journeys People use a lot of different devices in

their customer journeys Consumers want to use their phones to

orientate and buy stuff

Where advertisers are

The current situation

Where consumers are

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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?

Questions advertisers ask

Questions

The traditional way of answering these questions

‘desktop’

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Question What is the ROI/ ROAS of campaign x? How should we reallocate our budget?

The traditional way of allocating budgets online

The traditional way

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Approach

The traditional way of allocating budgets online

The traditional way

?utm_source=source&utm_medium=medium&utm_campaign=somecampaign

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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

The traditional way of allocating budgets online

The traditional way

How does this apply to mobile?‘smartphone’

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Approach

The mobile way of allocating budgets

The mobile way

Data: Keywords Views Clicks Costs

Data: Opens Screens (pageviews) Conversions Orders/order value

Data: Reviews Rankings

Views Downloads

Example of Google AnalyticsMobile app analytics

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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

How to measure in-app behaviour

Google mobile app analytics

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Realtime location

Google mobile app analytics

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Audience overview

Google mobile app analytics

“Pageviews” are called “screens”

Lots of returning visitors

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App versions and crashes

Google mobile app analytics

Old version: less screens,

shorter sessionsDevelopment

team fixed something!

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Operating systems, devices, screensizes

Google mobile app analytics

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Google mobile app analytics

Goals, revenue, conversion rates

Example of Google AnalyticsMobile app analytics

Android-only

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Google mobile app analytics

Views in Google Play Installs New users

(opens)Traffic source

Google Play traffic-source flow

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Google Play traffic-source flow

Google mobile app analytics

Facebook:high volume, high waste

But cheap clicks ;-)

AdWords: low volume, and

low waste

Why mobile conversions are so hard

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Why mobile conversion rates are low

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

It’s hard to convert on a smartphone

Source 1: Google’s “Our Mobile Planet” 2013 study; Source 2: Monetate

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Why mobile conversion rates are low

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)

People convert on desktops or in real-world

Source: Google study 2013

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Customer journey

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Cross-device conversions

Consumers

Source: Deloitte

Multi-device consumer Dutch people own 4,3 mobile devices on avarage German people own 4,5 mobile devices

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Cross-device conversions

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

Consumers

Source: The New Multi-Screen World Study - Google

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Cross-device conversions

Source: The New Multi-Screen World Study - Google

How to measure cross-device

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Cross-device conversions

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)

Using universal analytics

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How do we measure the multi-device, multi-channel user?

Customer journey

Some final advice

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Take-aways

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?)

Facebook

Source: StormMC case

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Take-aways

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

iOS vs Android

Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

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Take-aways

iOS vs Android: traffic

Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

Android phone sends more traffic than

desktop

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Take-aways

iOS vs Android

Source: Blog: “marketeers zijn fanboys” – Remi van Beekum

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!?’”

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Take-aways

Start usability testing

Mr. Tappy Works with smartphones and tablets Works with tools like Morea

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1.290 bezoeken op Ardoer.com

Titel van de slideEen ondertitel

Ruimte voor toelichting op de afbeeldingen/tabellen of grafieken.

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ContactHeadquarters

Zuiderpark 14

9724 AG Groningen

Telephone: +31 (0) 50 210 28 58

Facebook: Facebook.com/stormmc.nl

Twitter: Twitter.com/stormmc

Website: stormmc.nl

Thank you!

Twitter: @remivanbeekum

Google+: +RemivanBeekum