Scott Chapin

  • View
    635

  • Download
    1

Embed Size (px)

DESCRIPTION

 

Transcript

  • 1. TODAYSOPPORTUNITIES,TOMORROWSCHALLENGES Presented by SCOTT CHAPIN | SVP Digital Strategy | Marcus Thomas LLC
  • 2. 49.7%Percentage of U.S. mobilephone subscribers using asmartphone as of February2012.Nielsen
  • 3. 50.1%Smartphone market sharefor Android in the U.S.(February 2012).comScore
  • 4. 2.12BText messages sent in 2011.CTIA
  • 5. 40M+Tablets sold within the U.S.in past 2 years.comScore
  • 6. 15M+Number of websitescurrently running GoogleAnalytics.BuiltWith
  • 7. WHAT IS MOBILE? The term mobile continues to evolve as new applications and devices are introduced. Mobile marketing is about reaching consumers wherever they may be.Todays Opportunities, Tomorrows Challenges 4/11/2012 7
  • 8. MOBILE TOOLS Web CONTINUALLY EXPAND Check-in SMS Five years ago, mobile marketing consisted of mobile websites and SMS. Now, through Mobile Marketing the widespread adoption of smartphones, weve moved well beyond simple websites Search Apps and text messaging. QR CodesTodays Opportunities, Tomorrows Challenges 4/11/2012 8
  • 9. PHONES VS. TABLETS When it comes to apps, there are many devices to target. The size of the device and how your customers are using it should drive the type of app being built.Todays Opportunities, Tomorrows Challenges 4/11/2012 9
  • 10. Todays Opportunities, Tomorrows Challenges 4/11/2012 10
  • 11. WEEKDAY DEVICE USAGE comScoreTodays Opportunities, Tomorrows Challenges 4/11/2012 11
  • 12. WEEKEND DEVICE USAGE comScoreTodays Opportunities, Tomorrows Challenges 4/11/2012 12
  • 13. DATA COLLECTION HAS EVOLVED From the early days of log files to the modern JavaScript tags, data collection has become increasingly easier.Todays Opportunities, Tomorrows Challenges 4/11/2012 13
  • 14. INTERFACES HAVE IMPROVED Moving from data tables to graphs and charts; from fixed dates to date ranges to live data, analytics interfaces have improved tremendously.Todays Opportunities, Tomorrows Challenges 4/11/2012 14
  • 15. MEASURING ROI HAS BECOME REQUIRED We no longer track hits or even just pages, but paths, multichannel conversions and true business drivers.Todays Opportunities, Tomorrows Challenges 4/11/2012 15
  • 16. AND NOW WE MEASURE MORE THAN WEBSITES Digital analytics is no longer just measuring a website, but multiple sites, social media, mobile websites, mobile apps and more.Todays Opportunities, Tomorrows Challenges 4/11/2012 16
  • 17. WHY DOESMOBILE MATTER?
  • 18. WHY DOESANALYTICS MATTER?
  • 19. ROI IS DRIVING MARKETING
  • 20. DATA IS EASIER THAN EVER TO ACQUIRE
  • 21. WE CAN FINALLY DETERMINEWHICH 50% ISNT WORKING!
  • 22. TOP ANALYTICS PLATFORMS Today there are many players in the analytics world. From enterprise providers to free and open-source solutions, there is a tool for everything.Todays Opportunities, Tomorrows Challenges 4/11/2012 23
  • 23. MOBILE ANALYTICS CONTINUES TO GROW While all of the large Web analytics providers have added mobile tracking and reporting, niche players also have development specializing around mobile.Todays Opportunities, Tomorrows Challenges 4/11/2012 24
  • 24. SOCIAL TOOLS ALSO EXPAND The number of social media monitoring and analysis tools increase every week.Todays Opportunities, Tomorrows Challenges 4/11/2012 25
  • 25. TODAYS CHALLENGESMANY PLATFORMS, MANY RULES
  • 26. Todays Opportunities, Tomorrows Challenges 4/11/2012 27
  • 27. TODAYS CHALLENGESMANY PLATFORMS, MANY RULES REPORTING OVER ANALYSIS INCOMPLETE DATA AND TOOLS
  • 28. MOBILE ISEVERYWHERE,GET ON BOARD
  • 29.