Mobile Leadership Program

Mobile Market, Mobile Assets, Why Google, Mobile Measurement

PROGRAM OVERVIEW
TABLE OF CONTENTS
1. The mobile market today
2. Getting started, mobile sites or apps?
3. Google mobile solutions and best practices
4. Measurement and optimisation for mobile
The Mobile Market Today
85%150
of users of users
times say that
a day Time spent online has
mobile devices are a central increased 100% because of
162 minutes
part of everydayalife
day tablets and mobile phones.

34% of mobile users are using 41% of executives report

their mobile device as their
primary device to access the
Are you(2012)
internet understanding
making a business purchase of
over $5,000 from a mobile
device
value to improve performance?
 Mobile usage is exploding in APAC - the average user
spends 2.5 hours / day on their smartphone
Average time spent on smartphone/day, minutes

APAC countries

Source: Millward Brown

 Mobile is a part of our everyday lives

56%
of consumers 46% 40%
use a of consumers say
smartphone theyve completed a of consumers say theyve
today - up from purchase used a smartphone to
[44%] a year ago on a smartphone research a purchase
completed on a computer

38%
77% of consumers say theyve used
a smartphone to research a
of consumers have
purchase completed offline
researched a product or
service on their phone
 150 times a day 15% of media time
162 minutes a day 1% of ad spend
Getting Started,
Mobile Sites or Apps?
Choosing an effective mobile strategy
TIME
SPENT 14%
ON SITES

TIME
SPENT 86%
The mobile war is ON APPS
over and the app
has won

venturebeat.com 2013/04/03
USER TIME SPENT
ON MOBILE DEVICES
 Time spent Value for your business

TIME
SPENT 14% 14% INDUSTRY SNAPSHOT
ON SITES 75% OF AUTOS USERS
20%
OTHER
66% 60% OF FINANCE USERS
SITES
70% OF TRAVEL USERS
28%
SOCIAL 71% OF RETAIL & TECH USERS
TIME
SPENT 86% 64% OF LOCAL SERVICES USERS
ON APPS ... USE SITES MORE OFTEN FOR
40% 28%
GAMIN SITES &
COMMERCIAL TASKS
G& APPS
ENT.
6%
APPS

USER TIME SPENT PRIMARY CHANNEL FOR

ON MOBILE DEVICES COMMERCIAL TASKS
 What is the best approach: Apps or Sites?

WHO: APP-CENTRIC MODELS

APPS FIRST Intended for high Delivers app-only Entertainment, media, or
frequency use (e.g. daily) capabilities (e.g. offline) gaming uses.

WHO: MOST COMPANIES

SITES FIRST Fully optimized for mobile
Fully functional core Built with your future
capability like commerce customer base in mind

WHO: COMPANIES WHO HAVE NAILED THEIR

SITES + APPS SITE...
...and want to expand on ...with app-only capabilities Focused on most loyal,
site capabilities... (e.g. offline) engaged customers
Google Mobile Solutions
and Best Practices
The Full Value of Mobile

App download & in-app

purchases

mCommerc
e
In-store
Call

Cross-device
 Connecting Consumer Behavior

Cross Device Apps for the Store Visits Calls Mobile Content
Capabilities power user Commerce Engagement
 Connecting Destination, Audience & Technology

DESTINATION

mSite Apps Store Calls

AUDIENCE

INNOVATION

Location Deep-Link Targeting Measurement

 Google helps serve you with tailored and scalable mobile solutions

DELIVER THE
COMPLETE STACK REACH USERS IN lean-back, research, ready-to-
DIFFERENT buy
using text, image, interstitial,
MINDSETS video

WITH Android codeless, Conversion

Optimizer, Search intent,
UNIQUE Play purchases, YouTube
ASSETS watched, GDN activity, location

AND
AdWords-Play-GA
BEST-IN- integration to measure in-
CLASS app activity beyond the
ANALYTICS install
Measurement and
Optimisation for Mobile
Mobile plays a crucial role in the consumer journey
 App measurement considerations
Tracking / App technology is different from web technology
No cookies No visible URLs Challenges with Tracking Tech based on device
& Analytics hardware and OS

Remarketing (RMKT), Harder to link inside Separate tracking / Tough to get all publishers
Tracking, Privacy apps, as compared to a analytics for Android and / devices on the same
website iOS playing field
 App measurement considerations
churn Churn Rate
Which marketing channel has
User downloads lowest churn rate?

your app
Life Time Value Buying User Rate
(LTV) What is the trigger point to
Cost Per Action increase BU rate?
(CPA)
Average Revenue Per User
How to increase ARPU?

active in-app purchase User Lifespan

Cost Per Install What is the best way
(CPI) to increase user
loyalty?
 App measurement considerations
It is a set of measurement capabilities ranging from acquisition to attribution.
Post-install Crash
User Install In-app analytics Attribution
optimization analytics
acquisition attribution

The App store doesn't

Track in-app behavior
share the referrer of a Optimize app install
of users. Define
download. So campaigns based Track crashes and Web-to-app, app-
events (completing a
Track channels, developers use on post-install errors by device, to-app, LTV, cohort
level, purchase, etc.,)
sources, fingerprinting, events. De-duping app version, analysis, and
to identify high-value
campaigns that leverage relationships prior installs, deep- timeframe to help cross-product
users. Understand
drive app installs. with networks, and linking, and re- fix the issues within capabilities.
demos, geography,
use other proprietary engaging with the app.
location, and interests
methods to track iOS inactive users.
of app user base.
installs.
 App measurement considerations
We have 2 SDKs with complementary app measurement capabilities...
User acquisition Install attribution In-app analytics Post-install optimization Crash analytics Attribution

Conversions SDK has strong acquisition and optimization capabilities. With AdWords powerful CO algorithm, customers can optimize user
acquisition based on post-install events, de-dupe prior installs, and track conversions from deep-link and re-engagement campaigns.

GA SDK offers rich in-app analytics, post-install optimization, visibility into mid-to-lower funnel downstream activity, and crash
analytics.