how to manage and optimize mobile marketing using webanalytics - remi van beekum /stormmc -...
DESCRIPTION
Op 21 november vond in Hamburg de “Die einzige Google Analytics Konferenz in Deutschland” plaats. Het congres stond in het teken van analytics, customer journeys, dashboarding, attributie en conversieratio optimalisatie en wordt georganiseerd door o.a. onze partner Trakken. Namens StormMC is Remi van Beekum (Chief Innovation Officer) van de partij. Hij is gevraagd om zijn visie op mobile te geven en zal ingaan op de groei van mobile, de lastigheid van het meten van cross-device gedrag en de wijze waarop advertentiebudgetten voor mobile kunnen worden ingezet. In deze presentatie: Waarom is Mobile zo belangrijk? Wat is de volgende stap in mobile? (vanuit een marketingperspectief) Hoe meet je succes, ROI of ROAS voor mobiele campagnes middels Google Analytics? Waarom is het zo lastig om mobiel te converteren? Hoe converteren mobiele bezoekers nog meer? Hoe zijn cross-device conversies inzichtelijk te maken? Een paar laatste tips English summary: Why is ‘mobile’ so important? What is the next step in mobile? How to measure succes/ ROAS for mobile campaigns using Google Analytics Why mobile conversions are so hard How to measure cross-device Some final adviceTRANSCRIPT
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Mobile strategyHow to manage and optimize mobile marketing using webanalytics
Remi van Beekum Chief Innovation Officer
@remivanbeekum21 November 2013
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Storm Marketing Consultants Why is ‘mobile’ so important? What is the next step in mobile? How to measure succes/ ROAS for mobile campaigns using Google Analytics Why mobile conversions are so hard How to measure cross-device Some final advice
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Table of contents
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Storm Marketing Consultants
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Pleased to meet you!
I. Strategic Digital Marketing
Agency
II. 40 employees
III. A.o. Search, Display,
Affiliate, Social, Mobile, ID
I. Education
II. 6 employees (ex. trainers)
III. A.o. introductive courses ‘till
post graduate
I. Digital data & webanalytics
II. 4 employees
III. A.o. Attribution, Universal,
Mobile, Auto reporting
I. 2 founders/owners
II. 4 staff employees
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References
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Vision on digital marketing
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Why is mobile so important?Most marketeers are still sleeping
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Why mobile is sooo important?
Source: Benedict Evans/ Gartner
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Why mobile is sooo important?
Source: Benedict Evans/ Gartner
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Why mobile is sooo important?
Source: Benedict Evans/ Gartner
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Why mobile is sooo important?
Scale Mobile has been bigger than PC’s for a long time Now mobile is getting ‘smart’ A PC is replaced every 4 or 5 years, a phone every 2 years
Usage Most PC’s are shared, phones are personal Location, photos, everywhere The address book is a basic social network
Consumers
Source: Benedict Evans/ Gartner
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What’s the next step in mobile?And how should we do that?
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Advertisers They ‘started’ with mobile in the last
couple of years They have a mobile/ responsive website
or an app
Results Results are dissapointing Limited insights Low conversion rates Lots of questions
Consumers 72% of Dutch consumers own a
smartphone (Q3 2013) 32% of Dutch households own a tablet
(end of 2012)
Customer journeys People use a lot of different devices in
their customer journeys Consumers want to use their phones to
orientate and buy stuff
Where advertisers are
The current situation
Where consumers are
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Value What is an app-install worth? Do app-installs cannibalize the existing turnover? Is that bad?
Journey How many of our clients use multiple devices to buy our stuff? Is there a logical sequence?
Marketing What is the Return on ad spend (ROAS) of campaign x? How should we allocate budget between campaigns? How should we target and optimize mobile campaigns?
Questions advertisers ask
Questions
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The traditional way of answering these questions
‘desktop’
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Question What is the ROI/ ROAS of campaign x? How should we reallocate our budget?
The traditional way of allocating budgets online
The traditional way
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Approach
The traditional way of allocating budgets online
The traditional way
?utm_source=source&utm_medium=medium&utm_campaign=somecampaign
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Result
The ROI/ ROAS of campaign x is …% We should shift some budget from campaign x to campaign y Or manage campaign x more efficient
The traditional way of allocating budgets online
The traditional way
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How does this apply to mobile?‘smartphone’
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Approach
The mobile way of allocating budgets
The mobile way
Data: Keywords Views Clicks Costs
Data: Opens Screens (pageviews) Conversions Orders/order value
Data: Reviews Rankings
Views Downloads
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Example of Google AnalyticsMobile app analytics
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Measure with Google App analytics Devices New users and active users Screens (views) Goals/conversions In-app revenue
Android vs. iOS Android: Connection with Google Play: traffic sources iOS: No connection with App store: no traffic sources
How Implement Google App analytics SDK in app(s) Hire an analytics expert/developer to do so
How to measure in-app behaviour
Google mobile app analytics
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Realtime location
Google mobile app analytics
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Audience overview
Google mobile app analytics
“Pageviews” are called “screens”
Lots of returning visitors
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App versions and crashes
Google mobile app analytics
Old version: less screens,
shorter sessionsDevelopment
team fixed something!
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Operating systems, devices, screensizes
Google mobile app analytics
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Google mobile app analytics
Goals, revenue, conversion rates
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Example of Google AnalyticsMobile app analytics
Android-only
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Google mobile app analytics
Views in Google Play Installs New users
(opens)Traffic source
Google Play traffic-source flow
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Google Play traffic-source flow
Google mobile app analytics
Facebook:high volume, high waste
But cheap clicks ;-)
AdWords: low volume, and
low waste
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Why mobile conversions are so hard
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Why mobile conversion rates are low
Reasons not to convert on mobile
1. Cannot trust credit card security on mobile device (40%)
2. Screen size is too small (40%)
3. Cannot see detailed product/service information (27%)
4. Hard to type (25%)
5. Hard to compare prices and options (22%)
As a result
It’s hard to convert on a smartphone
Source 1: Google’s “Our Mobile Planet” 2013 study; Source 2: Monetate
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Why mobile conversion rates are low
People convert in other ways 34% of purchaces from mobile convert on that device 52% of purchaces from mobile convert in person (in store or by phone)
People convert on desktops or in real-world
Source: Google study 2013
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Customer journey
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Cross-device conversions
Consumers
Source: Deloitte
Multi-device consumer Dutch people own 4,3 mobile devices on avarage German people own 4,5 mobile devices
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Cross-device conversions
Cross Device 34% of people use the screen/device that is nearest 90% of people use multiple devices sequentially to accomplish a task 67% of people start shopping on one device and continue on an other
Consumers
Source: The New Multi-Screen World Study - Google
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Cross-device conversions
Source: The New Multi-Screen World Study - Google
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How to measure cross-device
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Cross-device conversions
Universal Analytics Open Measurement Protocol Universal analytics has an ‘open measurement protocol’ It supports “User ID” (you need a whitelist for that) It needs some kind of log-on to identify the user on a different device With the log-on the script overrides the browser-specific ID with a user-ID Measure a user that visited our site on mobile and converted on desktop
Is it a solution? When you’re a website where people log in, it is Otherwise it’s useless, so for most it is not
Other (future) solutions Google might start using Google Accounts to track cross-device (like ‘estimated total
conversions’ in Adwords) Fingerprinting and probability based on wifi, location, other behaviour Might be a problem with European laws (the cookielaw)
Using universal analytics
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How do we measure the multi-device, multi-channel user?
Customer journey
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Some final advice
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Take-aways
Facebook cross-device tracking Lots of people log into Facebook on all their devices Facebook has excellent cross-device tracking Show people a mobile ad, see them convert on desktop
Problem Hard to compare with other channels Siloized measurement (who do you trust?)
Source: StormMC case
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Take-aways
Stop focussing on Apple! Marketeers are highly educated and early adopters They bought iPhones and seem to think everybody has an iPhone Most mobile strategies are ‘iPhone-first, make a copy later’
Normal people have Android 69% of (Dutch) people have Andoid 22% of (Dutch) people have iOS
iOS vs Android
Source: Blog: “marketeers zijn fanboys” – Remi van Beekum
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Take-aways
iOS vs Android: traffic
Source: Blog: “marketeers zijn fanboys” – Remi van Beekum
Android phone sends more traffic than
desktop
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Take-aways
iOS vs Android
Source: Blog: “marketeers zijn fanboys” – Remi van Beekum
Start taking Android serious Developing a good app takes at least a year (the first few versions suck) So don’t look at yesterday’s data, but try to look at the future
Native Native is more than a programming-language: use widgets, customizations and so on Brechtje de Leij (NU.nl):
“An iPhone-clone in the Play Store is as bad as putting a Feyenoord-fan in the AJAX-stadium and say: ‘Stop whining, it is football!?’”
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Take-aways
Start usability testing
Mr. Tappy Works with smartphones and tablets Works with tools like Morea
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1.290 bezoeken op Ardoer.com
Titel van de slideEen ondertitel
Ruimte voor toelichting op de afbeeldingen/tabellen of grafieken.
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ContactHeadquarters
Zuiderpark 14
9724 AG Groningen
Telephone: +31 (0) 50 210 28 58
Facebook: Facebook.com/stormmc.nl
Twitter: Twitter.com/stormmc
Website: stormmc.nl
Thank you!
Twitter: @remivanbeekum
Google+: +RemivanBeekum