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2014 10-10 ThinkPerformance Hong Kong - sparkline - Vinoaj Vijeyakumaar

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Best practices for digital measurement, and an introduction to cross-device attribution reports in Google Analytics.

Publicado en: Empresariales

2014 10-10 ThinkPerformance Hong Kong - sparkline - Vinoaj Vijeyakumaar

  1. 1. Mobile Attribution Vinoaj (Vinny) Vijeyakumaar Managing Partner / Co-Founder Sparkline vinny@sparkline.com @vinoaj @vinoaj
  2. 2. @vinoaj
  3. 3. @vinoaj
  4. 4. Caught up in vanity metrics Impressions @vinoaj Clicks CTR Reach http://www.flickr.com/photos/centralasian/5829549813/
  5. 5. Caught up in vanity metrics Impressions CTR Reach So What? @vinoaj Clicks What difference has this made to my business? http://www.flickr.com/photos/centralasian/5829549813/
  6. 6. Today • Best prac*ces for @vinoaj measuring on mobile • Taking ac+on on your data
  7. 7. Measuring the Right Things @vinoaj
  8. 8. @vinoaj Source: McKinsey, 2009 Number of sales Number of items per basket Average order value Macro ($) goals Too many marketers are preoccupied with macro goals
  9. 9. @vinoaj Source: McKinsey, 2009 The Consumer Decision Journey
  10. 10. Awareness Evaluation Purchase @vinoaj Loyalty / WOM GoalsKPIs # paid users # sales # in-app purchases User upgraded Product purchased In-app purchase made # impressions # new visits # mentions Time on site (new visitors) Pages / session (new visitors) # signups # referrals # likes Video engagement User signs up Referral made Referral signup Return visits # mentions # referrals Referral made Referral signup
  11. 11. Ac>on is more powerful than measurement Impressions CTR Reach So What? @vinoaj Clicks What difference has this made to my business? http://www.flickr.com/photos/centralasian/5829549813/
  12. 12. Ac>on plan (an ecommerce example) Strategic Objectives • Volume • Cost Reduction Funnel Stage @vinoaj • Purchase If KPI or Goal Drops by Take these Actions # Purchases 5% • Test calls to action • Test description on landing page # Purchases 10% • Modify checkout process New Visitors 8% • Shift budgets to channels delivering high new visitor rates • Test ad copy • Broaden targeting
  13. 13. Google Analy>cs @vinoaj
  14. 14. KPI & Goal Tracking Toolbox @vinoaj Channel-specific tracking Toolbox Channel-agnostic Web analytics tracking App analytics
  15. 15. Google Analy>cs @vinoaj
  16. 16. Track Behaviour & Actions @vinoaj 16 Behaviour Entry Exit Engagement
  17. 17. Mobile Tracking • Mobile @vinoaj HTML • iOS apps • Android apps
  18. 18. Cross Device Usage Tracking @vinoaj
  19. 19. @vinoaj
  20. 20. Effec>ve Device Mix @vinoaj
  21. 21. Path to Purchase @vinoaj
  22. 22. Benchmark Your Performance @vinoaj
  23. 23. Take Ac>on On Your Data @vinoaj
  24. 24. Amari Hotels 45% increase in sales @vinoaj 0% increase in resources required
  25. 25. Paid Search @vinoaj Paid Display
  26. 26. Paid Search @vinoaj Paid Display
  27. 27. Last-­‐click aRribu>on @vinoaj
  28. 28. Last-­‐click aRribu>on @vinoaj
  29. 29. Last-­‐click aRribu>on @vinoaj
  30. 30. Last-­‐click aRribu>on @vinoaj
  31. 31. Last-­‐click aRribu>on @vinoaj
  32. 32. Last-­‐click aRribu>on @vinoaj
  33. 33. Last-­‐click aRribu>on @vinoaj
  34. 34. @vinoaj
  35. 35. @vinoaj
  36. 36. @vinoaj
  37. 37. Amari revisited: comparing models @vinoaj
  38. 38. Amari revisited: comparing models The value of each channel according to the attribution models applied @vinoaj
  39. 39. Amari revisited: comparing models The value of each channel according to the attribution models applied @vinoaj The difference in value of each channel between the last-click attribution model and applied attribution model.
  40. 40. Realloca>ng resources BEFORE 7% @vinoaj AMARI TOTAL MARKETING BUDGET Display channels Non-Display channels AFTER 17%
  41. 41. Prosopagnosia @vinoaj
  42. 42. @vinoaj
  43. 43. All web analysts are face blind @vinoaj 01010100011010000110100 10111001100100000011010 01011100110010000001100 00100100000011001100110 00010110001101100101011 01100011001010111001101 11001100100000011100000 11001010111001001110011 01101111011011100010110 00010000001101010011101 01011100110111010000100 00001101111011011100110 01010111001100100000011 00001011011100110010000 10000001111010011001010 11100100110111101100101 01110011
  44. 44. The Aim @vinoaj
  45. 45. Step 1: Know your customers’ gender & age makeup @vinoaj
  46. 46. Step 2: What interests my customers? @vinoaj
  47. 47. A smartphone retailer @vinoaj
  48. 48. What interests my customers? @vinoaj
  49. 49. Propensity to Spend @vinoaj
  50. 50. What are my customers looking to buy? @vinoaj
  51. 51. Propensity to Spend @vinoaj
  52. 52. What ac>on do we take? Interests • Technophiles • Shu?er Bugs @vinoaj • Pop Music In the market for • Apparel • Tech Accessories A few sugges+ons • Put the camera front & center. Highlight the camera’s features. • Put front & center speaker quality. • How many HD photos can the device store? • How many songs can the device hold? • How much play*me can I get on a full ba?ery?
  53. 53. Don’t be afraid to drill down @vinoaj ★ ★ ★
  54. 54. Segment & Learn @vinoaj Find out more: h?p://vnjv.co/unifiedsegts
  55. 55. Segment’s Purchase Behaviour @vinoaj
  56. 56. Segment’s Intent @vinoaj Our valuable segment of users are interested in Android phones – primarily those made by Xiaomi, HTC, or Samsung
  57. 57. Retarget to Your Valuable Segments @vinoaj
  58. 58. Digital knowledge can be applied to offline contexts too … In-­‐store promo+ons & bundles @vinoaj Store layout
  59. 59. 4 Things to do on Monday @vinoaj
  60. 60. 4 things to do on Monday 1Establish a measurement framework for your sites 2Implement Google Analytics on your mobile sites 3Understand cross-device behaviour 4Take action on your data! @vinoaj
  61. 61. Measure What Matters! Vinoaj (Vinny) Vijeyakumaar Managing Partner / Co-Founder Sparkline vinny@sparkline.com @vinoaj @vinoaj

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