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Mobile Measurement Strategy

Jeanniey Mullen Global EVP/CMO, Zinio

@jeannieymullen

Benjamin Diggles Director of Digital Strategy, Webtrends

@mrdiggles

A timeline of Mobile industry challenges: how we adapted and what we learned

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March 2010

The iPad is Coming

Apple Approached Zinio

Zinio was tasked to create the first newsstand app on the iPad (in less than 6 weeks)

Innovation Opportunity: Company Priority

Create an amazing experience and intuitive interface and Interactive

content for our full suite of 3,500 magazines

ü  Visitor tracking was key

ü Reader engagement was desired

ü Consumer acquisition and cross-sell was important

Our Solution created a short term purchase path driven by webpages

to allow for conversion tracking

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October 2010

iPad adoption rate fastest in Zinio’s history

•  Zinio received over 1000 press inclusions within the first 6 months of launching the app

•  Sales for the company more than doubled, overnight

•  A large percentage of customers who had not used Zinio in over 4 years had come back!

•  Publishers, Advertisers and the Zinio team wanted data: lots of data

•  We didn’t have lots of data yet

•  We needed mobile data insights – fast

•  Wait…. What were mobile insights? Did those even exist?

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September 2010

Android Enters the Market

Zinio was the first newsstand on Android devices too

Nearly every Android manufacturer wanted Zinio to customize

our app- including Samsung for the "reader's hub.” (which never

made a debut in the US with Zinio on it)

We needed to focus on an amazing experience and intuitive

interface.

ü  Lesson #1 - MNO's have more power in the US then OEM's

ü  Lesson #2 - Don't believe the hype. Android did not kill iPad

Free navigation, TV, magazines, & more! Try them on your phone now.

T-Mobile TV - Get live news, sports and video on demand. 15 free premium channels including ABC News Now, Fox Sports and PBS Kids.

Telenav - Free navigation and voice-guided GPS, turn-by-turn directions, and real-time traffic updates.

Zinio - Enjoy full-color magazines. Start reading for free with your choice of 5 best-selling magazine titles.

Slacker Radio - Free streaming radio with millions of songs plus personalized programming. Get a free MP3 when you sign up for a new Slacker account!*

doubleTwist - Sync your photos, videos and music for free between your phone and your home computer.

Download on your Mac or Windows computer by going to http://apps.tmobile.com/doubletwist.

To tether your device to your computer you will need to download a USB driver here:http://www.lgforum.com/resources (driver for Windows XP®, Windows Vista® andWindows 7).

T-Mobile® Bonus Apps

T-Mobile Bonus Apps

Free music and more!

© 2001-2010 Zinio LLC. - San Francisco - New York - London - Barcelona - Taipei - All rights reserved. © 2011 TeleNav, Inc. All rights reserved.

*Offer only valid on new Slacker registrations on supported T-Mobile USA handsets. Free MP3 offer may be changed or terminated without notice. doubleTwist (R) is a registered trademark of doubleTwist Corp. Slacker is a registered trademark of Slacker, Inc. ©2011 T-Mobile USA, Inc. All rights reserved TM1791

T-Mobile | G2x Insert

Rnd02.02 : Design | 04.07.11 2

What else we learned

ü  People were buying on the pc/laptop but reading on the Android

ü  People were buying and reading on the iPad

ü  People were buying and reading on the PC – but more buying than reading

ü Mobile insights were our only salvation to figuring this out

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May 2011

63% admit to flying blind in Mobile Measurement

•  Mobile Marketers admit the that state of Mobile is still nascent

•  Despite the availability of measurement tools and maturing

reporting standards, mobile still seems to be treated as an

experimental channel

•  Mobile marketers have a herd mentality and have quickly and

sometimes haphazardly deployed sites, apps, or campaigns

(SMS, QR, etc.) to mimic moves made by their competition –

without first considering objectives or their own specific key

performance indicators (KPIs)

•  Most don’t measure due to uncertainty of ROI, no budget

allocation and general company bureaucracy

•  Those with a Mobile Measurement strategy are reaping big

rewards

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July 2011

iPad makes us all “Pay”

•  Literally. …Would the risk pay off with a double digit “tax”?

•  We searched for a new way to engage readers to lock down usage

What we learned

ü Different products offer different engagement

ü Within 1 year of launch – repeat usage is critical

ü Mobile insights are critical to effectively defining strategies, and allowables

New Unique Purchasers by Platform

iOS Other Android

July 2011

Data makes advertisers happy- and your brand is "nothing" in the appmosphere

Macy’s, Dodge, Kia and Oakley advertise on Zinio: They all require data – They all invest HEAVILY on platforms where

they can see a return on investment.

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The Story of the little catalog that could….and did

The hard truth: Mobile never delivers what you expect

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The Set Up

A brand decides to test mobile with

a specific end goal in mind

The Reality

The brand gets shocked with

totally different results and takes

a hard left

The Change in Direction

The brand rebuilds in a bigger better

way to expand profits

September 2011

Mobile Web App vs. Native App?

•  Why Hybrid App development has become a popular topic

•  It’s all about context of your business goals – there is no silver bullet

•  What we learned: JavaScript data collection and SDK data collection – how we coupled the data sets

February 2012

It's the data dummy!

•  Zinio launched a business center – packed with engagement

data

•  Webtrends continues to push what’s possible in Mobile data

collection

June 2012

Convenience is King - and so is reading your customers mind

You are lost without a mobile strategy

•  If you’re not doing it, your competition is

•  87% of people said they would give up TV

over their phone

Make the reports easy to understand

•  Tag based on your Measurement Strategy

•  Use Mobile devices to consume Mobile

Data

Implementing Mobile Analytics

•  The importance of tagging variety

•  Never underestimate the complexity:

•  Have a good partner

Building a Mobile Measurement Strategy: Where to start?!?

•  Build a Measurement Strategy that aligns your corporate

objectives to measurable activity

•  Start by understanding these KPI’s in alignment with your

existing data along with industry data

•  Consider all the other channels that play a role in your

data such as Social

•  Start small and iterate quickly – don’t “boil the ocean”

•  Invest! Take the time to tag what is required to give you

the data you need

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Top 5 Take-Aways

1. Mobile requires data to drive engagements: 57% of apps installed will be deleted/never opened again within 90 days

2. 76% of shoppers use their smartphone when shopping:

ü  Mobile has arrived ü  Success requires precise multi-channel measurement

3. Mobile leaves nowhere to hide: the customer is in control- like… um….

Right now 4. The future of Mobile is about sophistication and integration

5. Success in Mobile is directly tied to precise multi-channel measurement. The cross-channel experience is the holy grail and Mobile is the center!

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Other Sessions You Must See

Tuesday - 1pm Introducing Webtrends Streams

Tuesday - 2pm Enduring Success: Creating a Culture of Optimization

Wednesday - 10am What to Measure in Social

Wednesday - 11am Webtrends Customer Showcase: Success with Analytics On Demand

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