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Event Recap: eMetrics Summit Chicago 2013
One of the most exciting things about being a part of the digital analytics world is the ever-changing nature of the industry. While we are always learning and innovating at Red Door on a daily basis, it is also nice to attend conferences to see how other companies and industries are evolving their marketing programs. Just recently I attended Emetrics Chicago where I was reminded once again that the analytics space is consistently evolving. Some of the new trends to watch include: mobile measurement, data science, and multi-channel analytics. While all of these topics spark exciting discussion, I was most drawn to the discussion on mobile measurement.
Mobile measurement was one of the most widely covered topics and maybe the most exciting theme for me this year at Emetrics. For me and my team, mobile measurement has been the focus of many discussions because in many cases, mobile data is captured incorrectly and can lead to wrong decisions. Some factors that lead to incorrect mobile measurement include: all apple devices blocking 3rd party cookies by default, search engines not passing mobile data to analytics tools, and geo location data not accurately showing a user’s location. While mobile measurement presents different challenges than traditional channels, Anya Change of Sears and Anindya Ghose of NYU were able to leverage mobile data to generate actionable mobile insights.
As I mentioned earlier, one of the biggest challenges with measuring mobile campaign effectiveness is the fact that cookies are often times blocked by mobile devices. This makes it hard to track weather someone has interacted with a campaign on their phone and later made a purchase. At Sears, they are creatively finding other ways to deliver and track mobile campaigns. One way they are doing this is through the use of mobile apps to deliver marketing campaigns as seen here http://www.youtube.com/watch?v=YCZ3bZNlwl0&list=PL16CB033A946B2154. With mobile apps, we are able to track campaigns and promotions back to the customers that end up taking an action. Sears is then able to use that data to optimize their campaigns across many different mobile touch points.
Anindya Ghose of NYU also shared how they were able to measure the effectiveness of mobile campaigns through the use of testing. It is often a marketing nightmare to understand how an ad impression on a mobile device affects consumer behavior on other devices. Anindya was able to show mobile ad effectiveness through segmenting, showing mobile ads to one group of consumers while not showing mobile ads to another and measuring the results from both segments. In his studies he was able to show that the conversion rate for desktop sales increases by a 36% when mobile ads are present. Furthermore his research showed that total sales on desktops increases by a whopping 97% while sales on mobile devices also increased by 48%. While this may not hold true for all segments or across all verticles, it is a very compelling argument in favor of the use of mobile ads!