Elaine Bramley's presentation at the IAB mobile marketplace on 19 July 2010 in New York
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© 2010 Bango plc www.bango.com Is it Working? How to manage mobile metrics Elaine Bramley, SVP Bango Inc.
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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.
Transcript of Elaine Bramley's presentation at the IAB mobile marketplace on 19 July 2010 in New York
© 2010 Bango plcwww.bango.com
Is it Working?
How to manage mobile metrics
Elaine Bramley, SVP Bango Inc.
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User Actions
What do you get for your marketing $$ ?
MarketingCampaign $
Viral, App orBookmark $
Result
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275 million US mobiles
Voice‐Text only19%
Java low‐end9%
BREW23%
Java high‐end24%
Open smartphone
18%
iPhone7%
USA Mobile Phone Subs 2009 Sources: Carrier and device manufacturer financial reports, Gartner, NPD Group, IDC, Comscore, Snac
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Many ways to market …
Banner & text ads Search marketing In App MarketingSMS campaigns
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Analyze and understand…
OrganicSearch
User Actions
MarketingCampaign $
Viral, App orBookmark $
Result
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Measure carefully…
90% of our visitorshave smartphones
retailer.com
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Measure carefully…
90% of our visitorshave smartphones
”retailer”.com
Reality: 34%
Analytics tool based on javascript “broke”
70% of all visits
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Managing the metrics …
Decide onyour baseline
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Managing the metrics …
Decide onyour baseline
Makechanges
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Managing the metrics …
Decide onyour baseline
Prove itsbetter
Makechanges
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But take care ….
2X spend increasedtraffic only 32%
“games”.com
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
Trial 1:$X => 14,567 visits
Trial 2:
$2X => 19,202 visits ?32%
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
Trial 1:$X => 14,567 visits
but 9,788 ROBOTSReal traffic: 4,779
Trial 2:$2X => 19,202 visits
with 10,201 ROBOTSReal traffic: 9,001
88%
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2X spend increasedtraffic only 32%
“games”.com
Reality: 2X spend increased
real traffic 88%
Trial 1:$X => 14,567 visits
but 9,788 ROBOTSReal traffic: 4,779
Trial 2:$2X => 19,202 visits
with 10,201 ROBOTSReal traffic: 9,001
Action: Filter out Robots & Spiders!
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Mobile can be more precise …
Eyeballs Pages “Uniques”
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Mobile can be more precise …
Specific User
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com
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Measure carefully…
Most of our visitors have iPhones
“publisher”.com Reality: 2X more Blackberry
than iPhones
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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
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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
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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
Action: Optimize pages for BB!
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Top 3 tips …
• Measure accurately..
• Establish a baseline and understand variances
• Experiment …
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More information…
Bango.com/wp
© 2010 Bango plcwww.bango.com
Is it Working?
How to manage mobile metrics
Elaine Bramley, SVP Bango Inc.
