Multi - screen - customer focused by Jon Bentley for Incisive Create

1. Mobile Strategies Breakfast Briefing:
Multi-screen – customer focused
Jon Bentley
Incisive Media
13th November 2012
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

2. Can you remember a world without mobile?
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

3. “Have we all become cyborgs without even knowing it?” The Digital Human,
Radio 4
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

4. Multi-screens
Tablet Computer Smart Phone
Two hands Desk One hand
Gestures Type and Pointer Digit
Linear task Multi-task Multi function
Lean back Lean forward On demand
immersive Practicality Compulsive
All have a web browser, mail client, apps and digital issues!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

5. Web sites
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

6. Tablet editions
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

7. Touch screen optimisation
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

8. Smartphone optimisation
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

9. Specialist applications
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

10. Top Ten Top Stats
1. 25 mobile optimised sites
2. 500k visitors each month – and growing
3. 5 minutes dwell time per visit
4. 12% of total traffic across all devices
5. 12 touch optimised sites
6. 17+ pages viewed per visit
7. 5 tablet editions in store – and a production schedule for every magazine
8. 30 minutes+ dwell time per visit
9. m. sites a major source for lead generation on main sites
10. Dominated by the iPad and the iPhone
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

11. We are tracking our audience across all devices and screens
 Main sources of our analytics
- Google Analytics and Webtrends
- E-dialog and Adestra
- Doubleclick ad serving
- Qualitative surveys
 We are also using third parties like Quantcast
 Our goal is multi-device and multi-channel attibution
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

12. A fantastic internal team
 Mark Goddard – Head of UX
 Jeremy Simmons – Head of Digital Marketing programmes
 Darren Sharp – Head of Ad Operations
 Sid Shah – Analytics Manager
 A central hub of excellence
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

13. Tablet enabled analytics
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

14. Tracking device use across mobiles
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

15. We must not get blinded by big data - this is still about more people doing
more business with and through our brands
 More creative formats
 More conversions and transactions
 A better customer experience across multiple screens
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

16. Thank You
@bent0s
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating