Tag Archives: mobile

The Marketing Analytics Year-End Roundup 2016

It’s finally that time of the year!

No, I’m not talking about long holidays and presents. I’m talking about that time of the year to take a look back and appreciate. I’m talking about that time of the year when we take a look back and appreciate the days gone past and be thankful that they came to be instrumental in our progress.

the-marketing-analytics-year-end-roundup

In the case of Walter Analytics, we can definitely say that we’ve come a long way from where we started back in January of this year. We’ve undergone many changes and advanced our skills and knowledge; and while it’s true that there still a long way to go for the team, we’re very happy and hopeful that this change will continue in the following year.

In the spirit of taking a backtrack and looking back at our progress, we’ve chosen 10 of our most well-received content and hope that you find it not only entertaining but education as well.

Decoding SnapChat’s Popularity

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(5 min. read)

Influence by the Numbers: Understanding Influencer Marketing 

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(10 min. read)

Predictive Analytics: Why It Matters

In the recent years, big data has become a significant focus point for businesses. Gathering massive amounts of data is now routine for most of us. It’s not a question of whether or not it is important to collect information on your customers. The key points that should come to mind are the type of data to collect and analyse, and from there, the process to predict consumer behaviour based on patterns and trends derived from the data. Predictive analytics is on the rise, and now everyone can benefit from it. [READ MORE]

(5 min. read)

Virtual Reality: Reshaping Digital Analytics 

Although Virtual Reality is not exactly a platform for the masses, it is the most innovative approach to delivering content as of today. The platform, still in its early stages and loads of new creative ideas has already challenged the digital analytics. Virtual reality has the potential to redefine how we think about measuring the bread and butter of digital analytics: attention and action. This article helps you to understand the behind-the-scenes on this new trend. [READ MORE]

(10 min. read)

Custom Analytics Report: 10 Tips for Presenting the Right Data

We have seen so many bad examples and sat through hour-long presentations on KPIs and measurement charts with a great set of data pieces and an endless number of slides. So we decided to show you the best way to present and report your data. This process is applicable to all kind of businesses and business cases with any analytics background and data coming from any measurement system. This simple process will help you get the best out from data. [READ MORE]

(5 min. read)

How to Run an A/B Test with Google Analytics 

There are various A/B Testing tools available if you search around, most of which are paid software. But since not everyone is ready to shell out money just to test them out, we’ll highlight one of the known free tools around which is Google Analytics Content Experiments. [READ MORE]

(5 min. read)

Emerging Trends in Mobile Advertising 

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising. [READ MORE]

(5 min. read)

Digital Analytics Can Help You Raise Profits – Part 2 

Walter Analytics has worked with EmployEase for over two years enhancing Analytics and driving the digital growth of the business. This partnership has been a key driver of revenue growth for EmployEase and outlines our framework for working on Analytics with a client. [READ MORE]

(5 min. read)

Personalised Content

Personalised content and design is about providing the best web experience to different target audiences. At the most basic implementation, personalisation is setting up marketing campaigns for different groups of users, with ads for different audiences linking to different audiences linking to landing pages optimised for that audience. At the more complex integration, it is the use of browser cookie information or other technology implementations to dynamically display optimised content and design for a site as a site loads, to audiences depending on previous behaviour or demographic information. [READ MORE]

(5 min. read)

Data in Marketing – Are you making the right choice?

We have seen the widespread adoption of A/B testing in large companies, with medium sized companies starting to make the move to incremental data-driven changes through A/B testing as well. For web insights, new features in Google Analytics include Universal Analytics and Enhanced Ecommerce, and more recently Demographic and Interest Segmenting, has meant greatly increased insights into the behavioural difference between different website users. So many changes in a market can be hard to grapple, and many businesses just don’t adapt at all. To ensure you remain competitive you must make a measured move to keep your marketing budget accountable, and new analytics insights now allow you to do just that. [READ MORE]

(5 min. read)

Thank you for being part of our 2016 and we hope that you continue to enjoy our content in the following year.

On behalf of the Walter Analytics team, happy holidays and may you have a good new year!

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The Essential Guide to Mobile Analytics

How should we measure our mobile app’s performance? What metrics should we focus on? What are the basics of mobile analytics?

The Essential Guide to Mobile Analytics

Mobile is enormously important. Having a mobile app is a must for most businesses in today’s challenging business environment. But having one doesn’t equal to measure one. Tracking your customers’ behaviour in your mobile app is crucial if you want to evaluate your mobile app’s success. Tracking mobile user behaviour is almost the same as tracking users on a website, though some minor specialities are only available on mobile platforms. This article will give you a hand in understanding mobile analytics.

Getting started

The Essential Guide to Mobile Analytics

What is mobile analytics?

First start with what’s not mobile analytics. Our efforts have to be focused on mobile applications and not mobile optimised websites. The answer is simple: measuring a mobile optimised website is almost identical to measuring an average website. In this approach, we will only focus on mobile applications and the user interaction happening inside the app. Of course, every mobile application is different, but we can generalise it to give the basics of metrics here: a mobile app has content and multiple levels of screens or layers where users can interact with the said content. This is what we are aiming to track.

What are the essential tools for tracking?

We would hands-down recommend Google Analytics or Google Tag Manager. Google has some great features to track mobile apps; it can be easily integrated into the application, and it is free to use. If you prefer a more detailed version of tracking, check MixPanel, their offering is excellent, especially for mobile application analytics.

The primary goal for mobile app analytics

The Essential Guide to Mobile Analytics

Understand your users’ behaviour

Behavioural analytics is the most important focus point for any mobile application tracking. To understand your users’ behaviour, you have to implement events in your analytics system. Events are described as actions by users. Anything can be an action: clicking on a button, signing up, sharing content, scrolling through content, add an item to the cart, etc. Events can describe how users are engaging within your mobile app.

Define your goals

Before you focus on the understanding of your users’ behaviour, step back and define your business goals. What is your mobile app’s primary goal? Once you establish your goals, organise your events aligned with your goals. If your goal is to get users to consume more and more content through your mobile app, then content marketing metrics might be more important for you. If your goal is more on sales or signups, define your KPIs accordingly and set up events to support your success. You can set up events in any analytics tool you use.

Measuring retention

Where users drop off

It is easy to track which point users bounced off from your mobile app or spent prolonged idle time. By identifying these points (screens), you can quickly determine the stages in your app where users get a harder time. Optimise your mobile app’s user experience accordingly. For example, if your users open the register or signup screen but don’t register, that means your register screen is too complicated. Get on easy with it.

Where users need to be active and how to bring users back to the app

Some screens of your app have massive potential and users are using it, but they don’t take the effort to act accordingly? Try out new UX features; maybe it is not easy-to-use enough.

You can also track the app visits/opens. If your users have downloaded the app and used it as well, but they have been dropped off and opened the app a long time ago, you can pull them back in. Push notifications, emails and other tools can be useful to retain your users, and of course, you can measure all of them.

Location, sales and other basics

With your mobile app, you can track your users’ location. Of course, not everything and also some users won’t let you access their location data, but you will get a wider picture. If you spot any trends in location, let’s say you have higher than the usual amount of users from a particular location, you can add some features in favour of this place. You can also send targeted ads to that location which you can also track.

If your mobile app comes with an in-app sale or your mobile app in fact not free to download, you can track and monitor the sales volumes. These can are trackable with almost the same e-commerce funnels which you familiar with in website metrics.

All in all, you don’t need a professional analytics expert to track your mobile app. If you already have the resources to track your website or social media channels fully, you can easily switch the methods and practices to mobile app tracking.

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Emerging Trends in Mobile Advertising

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important  mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising.

Source: iBeacon.com

Source: iBeacon.com

If you’re keen on expanding your current market or would like to reach out to a vast market, you have to connect to them where they currently are regarding device usage.

Ads on Wearables

Tablets and smartphones shouldn’t be the only devices to target advertising. With the introduction of wearables in the market, consumers were quick to hop on the trend. Constant innovation has led some brands to upgrade wearables with technology that is compatible to marketing but with considerable limitations due to privacy concerns.

While this can be considered a challenge at the moment, it’s good to keep a close eye on this trend in the future.

PPC on Content Marketing

In case you’ve been living under a rock, you should know how big mobile is right now. Now, couple that with content marketing and you’re on your way to paving your mobile path to purchase.

There are three kinds of online searches:

  1. Navigational
  2. Informational
  3. Transactional

Navigational and Transactional users are typically intent on having just one action in mind; wherein navigational consumers have a particular destination in mind and transactional consumers search for a specific product. Informational searches are those who are more likely to purchase after researching about the product. Most consumers nowadays are more inclined to belong to the Informational category.

Let’s also not discount the fact that mobile usage to access social media networks is regularly growing. And with a vast audience, B2B and B2C alike, using PPC to promote content on Social Media is also the next big thing.

Integrating retail/eCommerce with PPC Strategies

Imagine your target consumers walking past a shop with their mobile phones and they get notified of sales, promos or reminders linking to an app you have installed on your mobile.

With the iBeacon technology, advertisers and marketers can engage their audience using ads targeting their immediate needs.

Integrating Click-to-Call Ad Extensions

Of course, it’s only obvious to take advantage of a smartphone’s primary function which is to make/accept calls as another Mobile PPC optimisation. You can now use Ad Extensions to make conversions easier by allowing consumers to connect to you through calls directly from your ads.

Video Advertising

Encompassing a vast variety of platforms and channels, global reach of video advertising is expanding. This is especially true for mobile users. Video Advertising proves to be an excellent way to increase conversions if done right.

Connect with Walter Analytics if you’re keen to know more about these trends and how you can leverage them in your marketing.

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Why Mobile Users Matter in Display Advertising

Why Mobile Users Matter in Display Advertising

The rise of mobile users delivers both threat and opportunities to marketers, and it’s our mission to take advantage of the strong role that mobile plays in marketing.

Source: Flurry Mobile

Source: Flurry Mobile

Mobile has come a long way. We are in an age where mobile is the primary device of choice to an ever increasing market with a projected 58% increase of mobile use year over year.[1]  With the rise of mobile as a primary device, advertisers and marketers need to regularly adapt their strategy to meet the demands of the market.

To adapt to this evolving trend, we need to focus on the mobile users as they are the target of our advertising.

DISPLAY ADVERTISING PERFORMANCE ON MOBILE

60% of online traffic. That’s how much mobile devices are used to search compared to the 50% share it had just a year ago.[2]  It is only logical to consider mobile when creating ads in order to reach out to this vast market.

Source: SmallBizTrends

Source: SmallBizTrends

Creating and optimising ads for a tiny space is daunting. What’s even more daunting is that it has to be further optimised for varied types of devices in terms of display. To make the most out of this, it is the task of every marketer to create a message that will engage the users.

There are various types of mobile display formats one can use and optimise to engage users. Here are some to name a few:

  • Mobile Web Banners
  • Mobile Text Links
  • Mobile Videos
  • In-App Ads
  • Mobile Rich Media Units

MOBILE PPC PERFORMANCE

Did you know that the average number of annual Google searches amounts to 2 trillion? In the US alone, Google enjoys 89% of the mobile organic search market.[3] That’s a whole lot.

While users who prefer desktop still hold a considerable chunk in the market, you may think that PPC is not a good fit for your business. To determine if PPC is for you, ask yourself the following questions:

  • If I want to search for services similar or the same as those that I offer, would I use my mobile to do so?
  • Are the products or services I offer something that users can purchase outright using mobile?
  • Do I have Click-to-call ads in place?

There are obviously more to consider, but in the Mobile Path to Purchase, you should always consider the behaviour of your online market.

So what’s in store for mobile through the coming years? We can only guess and speculate. One thing is for sure, mobile popularity and usage is not slowing down.

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How to Take Advantage of the New Mobile Advertising Updates

How to Take Advantage of the New Mobile Advertising Updates

It’s official. Starting October 26, standard text ads will no longer be accepted. This news came out along with the updates Google rolled out on device bidding and responsive ads for native advertising as well as the introduction of Google Expanded Text Ads [ETAs] for all devices.

As of present time, standard ads can still run along with ETAs until the October 26. The time in between should serve sufficiently to test ads and make sure they are correctly using the right format.

Source: Google

Source: Google

WHAT ARE EXPANDED TEXT ADS?

Expanded text ads are updated versions of the standard AdWords text ads. As the name suggests, this new ad type format provides longer messaging in your ads with the following features:

  • Two Headlines

With this feature, advertisers can deliver more information and description on the ad copy.

  • Expanded Descriptions

This features an expanded limit of 80 characters in one description line.

  • Added Character

This feature enables the two headlines to have 30 characters which are more than the standard ads.

  • Customizable URL

This feature calculates the display URL from your landing page and path fields enabling the user to know where they will be redirected to when they click.

WHO CAN USE ETAs?

This new format is now available for both test and production accounts.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

ETAs are now optimised to fit even the most popular of smartphones with a whole lot of new features to note of.

  • To take advantage of this new feature, here are some tips you should remember:
  • Bear in mind that the focal point of your ad is your headline. It is the prominent part of the texts in your ad.
  • Don’t forget to add in all the relevant information such as price and description in your ad.
  • Don’t forget your keywords!
  • Remember to test, test, and test multiple versions of your ETAs and evaluate the performance.
  • Don’t delete your standard text ads just yet! Don’t forget to incorporate what worked best in your standard text ads and test away!

WHAT DO I HAVE TO KNOW ABOUT THE NEW SEPARATE DEVICE BIDDING

As mentioned earlier, Google has now enabled advertisers to set their base bid adjustments for various devices such as tablets, mobiles and desktops. This function will let advertisers further separate their campaigns by device. It should also be noted that this functionality is available to Google’s Automated Bidding feature.

While Google is downplaying the function to bid manually according to the device to heavily promote on their automated bidding tools under Smart Bidding, we can expect a lot of testing and experimentation among advertisers.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

  • Define and analyse your business goals and use them as a standard to set your bid adjustments.
  • Consider multichannel and multi-device attribution and use those values for different campaigns.
  • Use Smart Bidding and automate your bids
  • Use campaign-level adjustments

RESPONSIVE DISPLAY ADS FOR NATIVE

Along with the new features rolled out, Google announced that responsive display ads will now be auto-generated from the ad information provided by the advertisers. This feature will be available as an option under the +Ad drop-down in AdWords as soon as it’s available.

With this functionality, advertisers will only need to provide a headline, description, and image and a landing page URL and the ads will be served across multi-devices on the GDN.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

  • Remember to promote your latest promotions in the headlines and descriptions.
  • Highlight your promotions in the description.

If you’re interested in learning more about Google’s new updates and how you can take advantage of them for your business, leave us a message or schedule a call.

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