Mobile Analytics

Dr. Jared Hansen

2013 survey by “BtoB” of 556 b-to-b marketing professionals who are active in digital marketing

2013 survey by “BtoB” of 556 b-to-b marketing professionals who are active in digital marketing

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Guideline #1. By analogy, data does not equal fish. Data = Water that the fish (insights) might

be in. More water isn’t always better.

Guideline #2 Use the simplest tool for the question/decision at hand

Guideline #2 (corrected) Use the most parsimonious tool for the question/decision at hand

There are differences in navigational and usage patterns: Mobile websites = designed around pages

– heavily reliant on clicks or taps to capture user interaction (clickstream analysis, pages, visits, visitors)

Mobile apps = designed around behaviors– gestures to capture interaction. Measure them.

Recognizing the difference between the two – clarify which metrics to capture– help avoid confusion down the road

Guideline #3 Have Different Metrics for Mobile Web vs. Mobile App

Mobile App Analytics: Descriptive Analysis

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The real transformation associated with mobile

--Josh Bernoff (2013) Marketing Strategy for the Mobile Mind Shift

is not about phones, and not even about apps. It’s about what happens in the customer’s mind.

It’s a complete shift in psychology, a shift from looking things up to just expecting them to be there.

Guideline #4 Mobile isn’t About the Company’s Products, its about the Customer’s Mind

CA, IL, NJ split north-southPA spliteast-west

Some communities merge several states: LA-MS, AL-GA, New England

R C BE O OD M UR M NA U DW N A I I RN T IG Y E S

(2013) How People Really Use Mobile, Harvard Business Review

To win consumers' attention and trust, we must think less about what advertising says to its targets and more about what it does for them

Is the primary goal of the mobile marketing activity to build awareness? Encourage consideration? Drive purchase? Reinforce loyalty?

We must consider the sphere in which the consumer is operating.

HBR, 2013, Advertising’s New Medium—Human Experience

• The public sphere, where we move from• one place or activity to another, both• online and off;• The social sphere, where we interact• with and relate to one another;• The tribal sphere, where we affiliate with• groups to define or express our identity;• The psychological sphere, where we• connect language with specific thoughts• and feelings.

• The public sphere, where we move from• one place or activity to another, both• online and off;• The social sphere, where we interact• with and relate to one another;• The tribal sphere, where we affiliate with• groups to define or express our identity;• The psychological sphere, where we• connect language with specific thoughts• and feelings.

•Is relevant in its context•Aligns with consumer goals.•Provides utility•Is engaging, compelling,•and refreshing

Public Sphere

Public Sphere

PsychologicalSphere

TribalSphere

• The public sphere, where we move from• one place or activity to another, both• online and off;• The social sphere, where we interact• with and relate to one another;• The tribal sphere, where we affiliate with• groups to define or express our identity;• The psychological sphere, where we• connect language with specific thoughts• and feelings.

•Is relevant in the social context•Addresses a social need•or solves a social problem•Facilitates social interactions

Public Sphere

Social Sphere

PsychologicalSphere

TribalSphere

• The public sphere, where we move from• one place or activity to another, both• online and off;• The social sphere, where we interact• with and relate to one another;• The tribal sphere, where we affiliate with• groups to define or express our identity;• The psychological sphere, where we• connect language with specific thoughts• and feelings.

Public Sphere

Public Sphere

PsychologicalSphere

TribalSphere

•Addresses individual desires for•self-expression or identity•Performs as a social signal or a•status marker•Provides a form of affiliation•Empowers the individual

• The public sphere, where we move from• one place or activity to another, both• online and off;• The social sphere, where we interact• with and relate to one another;• The tribal sphere, where we affiliate with• groups to define or express our identity;• The psychological sphere, where we• connect language with specific thoughts• and feelings.

•Provides a new means of articulating ideas•Identifies a brand with an action or an attribute•Links a word to a pattern of thought•Associates the brand with an emotion

Public Sphere

Public Sphere

PsychologicalSphere

TribalSphere

HBR, 2013, Advertising’s New Medium—Human Experience

We’re aware that our customers and prospects are increasingly living on their mobile devices; our mobile marketing activities are meant to enable customers to easily communicate with us, and find the content they’re looking for when and where they want it

What really got our attention was seeing five-times the increase in traffic to our 3M.com sites coming from mobile devices compared to the previous year.

--David Reynolds-Gooch, Interactive Marketing Group Manager at 3M

Share heart and lung sounds with up to four students at once with 3M™ Littmann® Model 3200 Electronic Stethoscopes, a mobile device and Bluetooth® technology.A fantastic stethoscope training tool, the Listen-In Mobile Kit includes five Littmann model 3200 stethoscopes and a dedicated mobile device to link the instructor’s presenting stethoscope with four students. Sounds are shared directly with all four students for a consistent, efficient stethoscope training experience.

Other Examples of Connecting to Spheres in Mobile Strategy…

• The analytical techniques commonly used in these systems, popularized in the 1990s,

• are grounded mainly in statistical methods developed in the 1970s

• and data mining techniques developed in the 1980s.

Mobile Analytics Growth Factors

• The lightweight programming models of the current web services – (e.g., HTML, XML, CSS, Ajax, Flash, J2E)

• maturing mobile development platforms such as Android and iOS

• have contributed to the rapid development of mobile web services – (e.g., HTML5, Mobile Ajax, Mobile Flash, J2ME) in

Mobile Analytics Research

• New mobile analytics research is emerging in different areas – mobile sensing apps that are location-aware and activity-

sensitive; – mobile social innovation for m-health and m-learning; – mobile social networking and crowd-sourcing; – mobile visualization/HCI; and – personalization and behavioral modeling for mobile apps– social, behavioral, and economic models for gamification,– mobile advertising, and social marketing are under way

Examples of visualization software

Recap

• Guideline #1. By analogy, data does not equal fish. Data = Water that the fish (insights) might be in. More water isn’t always better.

• Guideline #2 Use the simplest tool for the question/decision at hand

• Guideline #3 Have Different Metrics for Mobile Web vs. Mobile App

• Guideline #4 Mobile isn’t About the Company’s Products, its about the Customer’s Mind