JULY 16 - 18, 2013, Minneapolis, USA

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The original, premier event for the Mobile Marketing Research Industry

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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

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JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry