Mobile Marketing A New Analytics Framework What we have & what we need 2/28/12

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1 Mobile Marketing A New Analytics Framework What we have & what we need 2/28/12 1!

2 The future is increasingly mobile Yesterday 6 billion mobile devices globally and 1.2 billion mobile web users in 2011 Today Mobile and non-desktop devices predicted to generate 20% of internet traffic in 2012 Tomorrow Mobile internet traffic to surpass desktop traffic altogether in 2014 Data Sources: emarketer, comscore, Gartner, MRI & Organic internal data

3 Mobile is the new amplifier 2011 online Holiday shopping 15% increase from 2010 to $35.3B 10 days with over $1B in sales Cyber Monday $1.3B Mobile is empowering much of this growth Approx 8% of online Holiday revenue was sourced from mobile (double vs 2011) 7% of all internet traffic was sourced from mobile (4 fold increase in 2 years) 44% of searches for last minute gifts and store locator terms were mobile 14% of all online sales on Christmas day were sourced from mobile Key Mobile activities: Product research, Price comparison, Store locator Data Sources: emarketer, comscore, Gartner, MRI & Organic internal data

4 What we ve learned Evolving Consumer Dynamics ORGANIC ALL RIGHTS RESERVED.

5 Mobile is growing in usage and conversions Mobile Consumers Mobile Conversion Rate 160% 300% 150% 140% Traffic 130% 120% 250% Conversions 200% 150% 110% 100% 100% 90% 50% 80% Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 0% Mobile site conversions are much higher for sites that were designed specifically for mobile Tablets dwarf smartphones in online purchases via mobile and in some cases have begin to outpace desktops Data Sources: emarketer, comscore, Gartner, MRI & Organic internal data

6 What we can measure The curse of the silo ORGANIC ALL RIGHTS RESERVED.

7 The past: An Ecosystem unified with data The Jeep Ecosystem Multiple touch-points Entire customer journey Unified by cookies & time

8 The new reality: It s a more complex and constantly evolving ecosystem...

9 ...with multiple networks...

10 ...platforms... ORGANIC.COM

11 ...interfaces...

12 ...channels...

13 ...and mixed media touch points with limited integration.

14 Lots of actions to track, but... Media Measureable criteria Mobile web & Ads Mobile Apps Common: unique visitors, page views, pages per visit, conversions, time on site, actions e.g. ( signups, FB likes, shares), bounce rate, top entry and exit pages Mobile Specific: Device (user agent strong e.g. ipod Touch, Blackberry Storm) Mobile OS, Mobile browser, click to call, location, wireless carriers, UDID (handset identifier) Total Downloads # of times your app is downloaded from an app store. App Users # of unique app users over a period of time. Shows how many people actually use the application after downloading. Active User Rate Ratio of the # of app users to the # downloads. Understand if you are gaining or losing your audience over time. New Users # that first used your app during specific time period - shows if you are staying ahead of the customer attrition curve. Frequency of Visit Ratio of of visits to # of users over a period of time - how often your app is being used. Gauge of user loyalty. Depth of Visit # of screens viewed on avg compared to # of visits. W/duration, this metric gives you insight into engagement Duration The average amount of time spent in the application. As with depth of visit, an indicator of how much your app is used. Bounce Rate Ratio of the number of user visits with a single view event to the total number of visits. This helps you understand how many of your users are just starting up your app and then closing it SMS Phone# Time Sent Carrier Keyword received from mobile originated text

15 What we want One ring to rule them all ORGANIC ALL RIGHTS RESERVED.

16 Data Linkage Across Platforms In order to address client needs and create effect budget and communications plans we need to find a linkage across all media platforms Bringing together online behavior, mobile browsing, and traditional media exposure with sales is the holy grail of marketing research

17 Media Mix / Performance ORGANIC.COM

18

19 (Net of cost)

20 90 positive sentiment tweets = 1 incremental case sale (Net of cost)

21 Attribution

22 Attribution Why it s so important Unattributed Shared Equally Attributed Display Impression 1 $0 $20 $14 Display Impression 2 $0 $20 $5 Search Click 1 $0 $20 $18 Display Click 1 $0 $20 $27 Search Click 2 $100 $20 $36 Purchase Conversion $100 $100 $100

23 Evolution of Attribution Industry Standard All weight attributed to last touch point in purchase path

24 Evolution of Attribution Industry Standard All weight attributed to last touch point in purchase path Model Based Online Attribution Behavioral Choice Model Temporal click and impression weighting Paid versus Generic Search breakout & Affiliate distinction

25 Evolution of Attribution Industry Standard All weight attributed to last touch point in purchase path Model Based Online Attribution Behavioral Choice Model Temporal click and impression weighting Paid versus Generic Search breakout & Affiliate distinction Cross- Platform Attribution Links User Level Mobile to User Level Online Captures Aggregate Effects Like TV and Print Captures Online and Offline Conversion

26 Data Types & Corresponding Analysis 1. Linked & Disaggregated Brand.com Display Media Search Media Social Mix Media Modeling Attribution

27 Data Types & Corresponding Analysis 1. Linked & Disaggregated Brand.com Display Media Search Media Social 2. Not Linked & Disaggregated Mobile web Apps Mix Media Modeling Attribution Mix Media Modeling

28 Data Types & Corresponding Analysis 1. Linked & Disaggregated Brand.com Display Media Search Media Social 2. Not Linked & Disaggregated Mobile web Apps 3. Not Linked & Aggregated TV Print Outdoor Mix Media Modeling Attribution Mix Media Modeling Mix Media Modeling

29 How to solve for this? Key Partnership may hold the key: AT&T U-verse ipad + Hulu Plus Xbox Live + Netflix Apple TV You Tube + Disney 29!

30 Thx:)

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