05 GoMeasure (sg and kl) - measuring the mobile visitor - nash islam - google
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Transcript of 05 GoMeasure (sg and kl) - measuring the mobile visitor - nash islam - google
Measuring the Mobile Visitor Nash Islam Head of Mobile Ad Operations, Asia-Pacific
twitter.com/nashislam
Google Confidential and Proprietary
Mobile Tracking: Then
2
HTML
iPho
ne
And
roid
Google Confidential and Proprietary
Mobile Tracking: Today
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HTML & Applications WAP
iPho
ne
Win
dow
s
Mob
ile
And
roid
Bla
ckbe
rry
Pear
l & C
urve
Google Confidential and Proprietary
Desktop websites being viewed on mobile devices
What is mobile measurement?
Mobile websites viewed on smartphones and feature phones
Android and iOS apps
Google Confidential and Proprietary 5
Agenda
1 Understanding the Mobile Opportunity
2 Mobile Apps
3 Mobile Websites: Estee Lauder Case Study
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Understanding the Mobile Opportunity
Google Confidential and Proprietary
Understanding Your Mobile Opportunity
• Before you invest in mobile, analyse your desktop website’s data to understand mobile usage pattern.
• Example from a Southeast Asian e-commerce business. Used their web analytics data to identify: • Which platforms to focus development effort on
• Content & market considerations
• Bandwidth considerations
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Google Confidential and Proprietary
Evaluating Mobile Platforms
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• Bulk of the revenue generated from mobile devices is coming from iOS and Android devices. • iOS users on the whole generate significant value for is this company. • iPad users are the most valuable mobile segment by far.
INSIG
HT
• Prioritise iOS development. • Improve the user experience for iPad users. • Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g.
iPhone, iPod).
AC
TION
Google Confidential and Proprietary
Mobile Visitors by Market (by Per Visit Value)
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Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries.
INSIG
HT
Mobile apps will need to take developing market conditions into account in its design considerations: • Operate efficiently on low bandwidth connections • Localised content
AC
TION
Google Confidential and Proprietary
Mobile Visitors by Service Provider
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• A majority of mobile visitors are browsing via service providers in developing markets. • Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability.
INSIG
HT
• Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations.
AC
TION
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Measuring Mobile Apps Visitors
Google Confidential and Proprietary
Android & iOS App Tracking
• Pageviews
• Events
• Ecommerce
• Custom Variables
• Testing & Debugging
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Google Confidential and Proprietary
Track Android App Referrals
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market://details?id=coke.snowglobe&referrer=utm_source%3Dadmob%26utm_medium%3Dcpc7%26utm_term%3D%phn%%26utm_campaign%3Dlivewallpaperapacmy
Google Confidential and Proprietary
Example: Coca-Cola Live Wallpaper
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Download App from Android Market
Open App & Set Wallpaper Live Wallpaper Installed
Google Confidential and Proprietary 15
• The mobile internet is today’s main driver of growth in time spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Measuring Mobile Site Visitors: Estee Lauder Case Study
Google Confidential and Proprietary
Analytics for Smartphone sites is the SAME
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For Smartphone sites built in HTML, Analytics implementation is same as desktop sites For Feature Phone (WAP) sites, it’s slightly different
Google Confidential and Proprietary
Estee Lauder Mobile Website in Thailand
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Thailand Usage by City and Engagement
Google Confidential and Proprietary
Thailand Usage by City and Engagement
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• The average time on site is 27s. Users in Phuket, however, tend to spend twice the average time (over 1 minute) on the site.
• Visitors from Nonthaburi, Phitsanulok, Ranong, and Bangkok spend higher than average times on the site.
INSIG
HT
• Hypothesis (one of many): Beach tourists are interested and engaged in researching for skin care products. • Test: Targeted campaigns towards holiday goers.
AC
TION
Google Confidential and Proprietary
Engagement by Device
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• Majority of engaged users use either a Samsung or Apple device. • Interestingly, Galaxy Tab users are more likely to spend > 3 minutes on the site than iPad users are. • However, of these users, only iPhone and iPad users interacted with the video
INSIG
HT
• Test usability enhancements on site to encourage Android users to play the video. • Make videos more discoverable on the site.
AC
TION
Google Confidential and Proprietary
Optimizing for the mobile audience
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Insights Actions
The average time on site is 27s. Users in Phuket, however, tend to spend twice the average time (over 1 minute) on the site.
Hypothesis: Beach tourists are interested and engaged in researching for skin care products. Test targeted campaigns towards holiday goers.
Majority of engaged users use either a Samsung or Apple device. However, of these users, only iPhone and iPad users interacted with the video.
Test usability enhancements on site to encourage Android users to play the video; and make videos more discoverable on the site.
• The mobile internet is today’s main driver of growth in time spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Final Thought
Google Confidential and Proprietary
Final Thought
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Mobile users behave differently than website users. Watch for usage patterns by Device, Operator Networks and Location. Formulate your mobile strategy around the data
Remember to implement Google Analytics on your • HTML Mobile Sites • WAP Mobile Sites • Android Apps • iPhone Apps
THANK YOU
twitter.com/nashislam