Transcript Harnessing the Power of Mobile Analytics

Mobile Analytics
Dr. Jared Hansen
2013 survey by “BtoB” of 556 b-to-b marketing professionals who are active in digital marketing
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2013 survey by “BtoB” of 556 b-to-b marketing professionals who are active in digital marketing
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
Guideline #3 Have Different Metrics
for Mobile Web vs. Mobile App
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
Mobile App Analytics: Descriptive Analysis
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Guideline #4 Mobile isn’t About the Company’s
Products, its about the Customer’s Mind
The real transformation associated with mobile
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.
--Josh Bernoff (2013)
Marketing Strategy for the Mobile Mind Shift
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(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
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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.
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Public
• TheSphere
public sphere, where we move from Sphere
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one place or activity
to another,
•Is relevant
in itsboth
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goals.
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one another;
•Provides utility
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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 activitysensitive;
– 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