ORIGINAL PUBLISH DATE: March 2012

1. THE MOBILE FRONTIER:
From Analytics to Intelligence
M o n t h l y W e b i n a r S e r i e s
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2. From analytics to intelligence
This time, we’re hyper-focused on the metrics
DISRUPTIVE TIMES CALL FOR DISRUPTIVE TECHNOLOGY
Web 1.0 (90s)
Pages
Impressions,
banner ads
CPM
Web 2.0 (00s)
Actions
Clicks, actions
search advertising
CPC, CPA
Web 3.0 (10s)
Users
Users,
User ads, couponing
CAC, LTV, ROI
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3. PLATFORM
PROCESS PEOPLE
Metrics are only valuable with the right context
PURPOSE
From analytics to intelligence
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4. Shazam
Mint
NYT
Google Maps
Fidelity Spotify
United
USAA
OpenTable
Weight Watchers
Uber
Gilt Groupe
Contract
Killer Zombie
Three basic types of apps: What’s your PURPOSE?
Tip #1
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5. Tip #2
Define your mobile LIFECYCLE
… and how do you plan to measure success?
STAGE 3
Customer
Profitability
- Acquisition costs
vs lifetime value
- App efficiency
STAGE 2
Customer
Monetization
- Revenue
- Lifetime value
STAGE 1
Customer
Engagement
- User experience
- Retention
- Loyalty
Metrics for Success:
Cost/Install, Profit/Install,
Revenue/Customer,
LTV/Customer
Metrics for Success:
Revenue, Revenue/Customer,
Lifetime Value
Metrics for Success:
Retention, Stickiness, Funnel
Conversions, Event Timeline
Flows
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6. Find the right PEOPLE to help you win in mobile
Do you have?
• Data scientists
• Mobile domain experts
• Direct marketing pros
• Agile product developers
Your mobile-first
competitors do!
Tip #3
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7. Use a PLATFORM that acts like a CRM, not ‘Web analytics’
Tip #4
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8. Use a PLATFORM that acts like a CRM, not ‘Web analytics’
Tip #4
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9. Get a PROCESS that enables data collaboration
Tip #5
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“Our technical capacity to analyze
data is growing faster than our
social capability to understand it.”

10. Cross-channel
convergence
Multiscreen opportunity: walk before you run
Multi-platform
(Web + app)
Multi-device
Native
mobile
apps
Tip #6
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11. • Direct marketing took weeks
• Survey data was the norm
• Only the largest firms were
data-driven
Tip #7
The evolution: The days of direct marketing
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12. The evolution: The dot-com era
• What took weeks, now days
• Roles changed
• New business models were created
• Big data  segmentation and targeting
• More conversions
Tip #7
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13. The evolution: The mobile explosion
In-app user behaviors?
• Highly personal experiences
• New business roles
and responsibilities created
• New challenges, e.g.,
multichannel
and multiple devices
• Consumers are always on
and hyper-local
Tip #7
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14. The evolution: it’s the wild West (flashback to 1997!)
DISRUPTIVE PRODUCTS ARE LEADERS…
BUT THEY UNEARTH MARKET VULNERABILITIES
1990s – 2000s 2010s
Tip #7
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15. Remember these 7 tips
① Purpose: Why are you in mobile?
② Lifecycle: What stage are you in? What metrics impact that?
③ People: Partner with those who have relevant domain expertise.
④ Platform: Find a best-in-breed solution that’s built for mobile.
⑤ Process: It should promote cross-functional collaboration.
⑥ Multiscreen: Walk before you run.
⑦ Evolve: Learn from history.
Recap
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16. Questions?
@Kontagent
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