A look at the vitally important issue of mobile analytics and measurement and it's role in eCRM

1. Mobile Analytics & eCRM

2. Was last year 2010 or 1999? Mandate n “I don’t know what a website is, but I know I need to have one.” APP Experimentation

3. 38% are dissatisfied with branded apps … Source: EffectiveUI 2010

4. eBay mobile users to spend $1.5 billion in 2010 compared to $600 MM in 2009 (TechCrunch) 2.5x 91% In USA, 9 of 10 US citizens owns a mobiledevice and 66% are regular users of SMS. In 2010, one in three Americans used a mobiledevice to access the Internet every month. About 16.2 billion mobile apps will be downloaded in 2013compared to 3.5 billion in 2009 (FutureSource) 32% 4.6x Your consumers are there ----- are you?

5. Mobile measurement maturity Number of Downloads Usage and Engagement Effectiveness and optimization

6. Demonstrate value of mobile channel Baseline performance Compare channels Monetize actions Appropriate depth Discover optimization opportunities

7. 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

8. Planning measurement Focus on critical measures Involve stakeholders Start early Think about distribution and format Usage Rate

9. Build an app? Which platform?

10. Look to existing data for answers 51% 14% 10% 3% 2% 0.2%

11. Insights come from across digital channels

12. And provide an array of key metrics

13. Important measurement points/metrics .. People Geo: Countries Geo: Countries + Languages Geo: Languages Key Metrics: Daily Sessions: Duration Sessions: Frequency Users: New + Returning Technology App Versions Carriers Connection Types Devices OS OS + Devices App Overview App Overview Dashboard Content and Events Categories Categories: Screens Screens Screens: Exit Errors Events Events: App Events: Conversions In-App Ads In-App Searches Media: Titles Media: Types Outbound Links Products Products: Types

14. Mobile site analytics Monitor adoption and top-line performance Assess and optimize effective drivers of traffic Optimize customer experience Prioritize design decisions based on device information

15. Optimized tracking for native apps Integration of tracking methods into applications Standard and custom events Auto-queuing for optimal performance and offline capture Visitor identification and opt-out options