1. Mobile Marketing &
Measurement Snapshot
Fall, 2012
John Barnes
Google Confidential and Proprietary 1

2. Contents
1 Executive summary
2 Intro to research
3 Current mobile landscape
4 Future of mobile marketing & measurement
5 Respondent demographics
Google Confidential and Proprietary 2

3. Executive summary of research findings
Savvy organizations starting to
A majority of marketers move faster in mobile, gaining
(87%) are planning to more expertise integrating social
increase emphasis on / location data with mobile and
mobile during 2013, belief measuring across channels. For
in channel is rapidly growing example, 26% of brands are
stronger. already customizing mobile
experiences based on location
While a majority are planning to data.
increase emphasis, mobile
measurement is new for
many: more than half (59%) of
marketers are either novice or While mobile advertising remains
completely inexperienced. a challenge to measure, this is
solvable by assigning specific,
measurable mobile
conversions to campaigns in
Opportunity for brands to create order to better understand ROI
apps which will be used from mobile and unlock the value
repeatedly and provide a high of the channel.
level of utility. Many brands still
focused on branded or content-
driven apps which are not
necessarily customer-centric.
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4. Intro to research
Mobile is changing marketing, and brands need to
quickly move mobile from experimental tactic to a
practice area that takes center-stage.
Industry indicators are increasing: from apps
created (600,000+ on Google Play alone) to
revenue generated for entrepreneurs (projected:
$46 billion by 2016 according to ABI Research).
We believe mobile marketing and measurement
need to be an integral part of every brand’s
strategy, not an afterthought.
That’s why Google Analytics teamed up with ClickZ
to research marketers globally – across all types
and sizes of organizations – to understand today’s
mobile marketing and measurement landscape and
where it’s headed next.
Sources Google, ABI Research Google Confidential and Proprietary 4

5. Current Mobile Landscape
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6. Current State of Mobile
Mobile-optimized sites are still the most used tactic
Mobile initiatives brands
have developed:
50%optimized sites
36%
strategies
35% 34%
applications
advertising
campaigns
Many brands approaching mobile tactically,
or in silos from other digital efforts.
Opportunity exists for brands to develop
strategies and integrate execution with
other tactics.
Research question: Which of the following mobile initiatives have you developed? (check all that apply)
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Data based on 2318 respondents.

7. Current State of Mobile
Integrating mobile technology is still new territory
How brands use mobile to improve local
Not yet using any mobile
integration services / technologies 53%
Personalization of content based
on location
26%
Customized advertising messages 21%
Integrating location with social data 19%
more than
50%
of brands are not
Specials or offers based on
proximity
Other 3%
18%
yet integrating mobile
technologies or services
Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)
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Data based on 2318 respondents.

8. Current State of Mobile
Branded & content make up ½ of apps created
Types of mobile apps marketers have built:
Branded apps: 27% Two types of apps: branded
and content together make up
Content apps: 23% 50% of the total apps
marketers are creating.
Service / support apps: 21%
This is likely due to simplicity to
Social apps: 12% develop, however brands
should also explore utility-
Entertainment / gaming-
related apps: 9% focused applications that
provide a benefit to consumers
Loyalty apps: 8% and inspire repeat use.
Research question: If you've built a mobile app, which types of apps have you built? (check all that apply)
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Data based on 2318 respondents.

9. Current State of Mobile
17% target a non-mobile experience in mobile ads
Where marketers currently spend mobile advertising budgets:
Brand advertising and awareness
dominates mobile advertising with
45% spending a majority of their
budget here. A surprising 17% of
mobile advertising is targeting a non-
mobile site or experience.
These two indicators point to
opportunity for marketers to
establish mobile conversion goals in
addition to awareness, as well as
provide a mobile-optimized
experience for all mobile ads.
Research question: If you're engaged in mobile advertising, on what do you spend a majority of your advertising budget?
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Data based on subset of 1471 survey respondents who participate in mobile advertising.

10. Current State of Mobile
Fluency in measuring mobile apps is an emerging skill
Extremely
6% Sophisticated
we’re not really sure where to start with
mobile app measurement
12% Advanced we’re starting to measure apps and
are just learning
23% Intermediate we measure our apps but feel like we're not
seeing the whole picture
36% Novice we measure apps in a comprehensive
manner but the data is in a silo
23% No understanding we measure our mobile apps
integrated with other initiatives
Research question: Rate your sophistication of using mobile analytics to measure a mobile app.
Google Confidential and Proprietary 10
Data based on 2318 respondents.

11. Current State of Mobile
Marketers want to measure full app lifecycle
Metrics that matter to marketers:
71%
Engagement /
56%
Revenue generated
51%
Advertising metrics
revenue generated from in-app or
usage of apps from apps spent on acquisition
55%
Insights into app
38%
Cross-device
32%
Crash reporting /
marketplaces tracking troubleshoot
information
& downloads
of apps
Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply)
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Data based on 2318 respondents.

12. Current State of Mobile
Top mobile measurement challenges faced
Measuring mobile ad effectiveness
39% Measuring ad effectiveness is
the number one challenge for
Measuring mobile consumption of content marketers in mobile, and
presents an opportunity for
27% brands to ensure they are
following a best practices
Measuring mobile websites approach to mobile ads: such
as ensuring ads are campaign-
19% tagged properly and
establishing mobile conversions.
Measuring mobile apps
15%
Research question: What is your largest mobile measurement challenge at the moment?
Google Confidential and Proprietary 12
Data from 1806 survey respondents who face challenges with mobile measurement.

13. Current State of Mobile
Reporting mobile results is new for many
How marketers report mobile site & app metrics
present a measurement dashboard to
17% stakeholders tracking a holistic set of metrics
18% have a dashboard, but would like it to be more robust
25% share successes as they happen, but lack formalized dashboard
don’t yet report on / are not yet
42% accountable for mobile metrics
Although 42% of marketers aren’t yet accountable for mobile metrics, an
encouraging 1/3rd of marketers are already sharing internal dashboards to
prove mobile marketing accountability.
Research question: How do you report / share mobile site or app metrics?
Google Confidential and Proprietary 13
Data based on 2318 respondents.

14. Current State of Mobile
Integrating mobile technology is still new territory
How brands use mobile to improve local
Not yet using any mobile
integration services / technologies 53%
Personalization of content based
on location
26%
Customized advertising messages 21%
Integrating location with social data 19%
more than
50%
of brands are not
Specials or offers based on
proximity
Other 3%
18%
yet integrating mobile
technologies or services
Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)
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Data based on 2318 respondents.

15. A glimpse into where we’re going in the future
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16. The Future: What’s Next For Mobile
A new digital divide is emerging between
Those fluent in the ability to
take advantage of mobile
through effective data-driven decisions.
Those still marketing to a
static, wired world.
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17. The Future: What’s Next For Mobile
87%
of marketers are planning to
increase their emphasis in mobile
for the next year.
Research question: How do you forecast your emphasis on mobile marketing / measuring mobile change in the next year?
Google Confidential and Proprietary 17
Data based on 2182 respondents.

18. The Future: What’s Next For Mobile
More than ½ of marketers focusing on sites, but a broad
mix of tactics is planned
Planned mobile marketing tactics next year
Create a phone
and/or tablet Integrate mobile Engage in mobile Developing a Marketing a
optimized website with social advertising mobile app mobile app
52% 49% 48%
41% 39%
Research question: What mobile marketing tactics do you intend to implement in the next year? (choose all that apply
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Data based on 2182 respondents

19. The Future: What’s Next For Mobile
Data is helping marketers decide: 53% of marketers who analyzed
mobile metrics say there is a lot of opportunity in mobile and plan to
increase spending.
Increase spending Keep the same Decrease spending We’re not yet
focusing any
spending on mobile
there is a lot of opportunity we’re already allocating we’re not seeing
here the right amount any value
53% 20% 1% 26%
Research question: Based on what you've learned from your mobile analytics, how do you plan to change your budget on mobile marketing in next year?
Google Confidential and Proprietary 19
Data based on 2182 respondents.

20. The Future: What’s Next For Mobile
Tools and technologies are sought more than talent:
68% plan to increase technology and ad investments, 32% in talent.
Planned areas of focus for marketers
Increase Increase amount Hire / outsource Hire / outsource
additional
investment in spent on mobile additional marketing /
technology advertising developer talent analyst talent
38% 30% 18% 14%
Research question: If you plan to increase budget dedicated to mobile, in what areas do you plan to focus?
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Data based on 1671 respondents planning to increase emphasis on mobile

21. Demographics of respondents
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22. Demographics
Respondent level in organization
CMO
VP
Associate
2%
coordinator 4%
10% Marketing Manager
28%
Director 13%
17%
Analyst 26% Owner/Chief
executive officer
Research question: Which of the following best describes your level in your organization?
Google Confidential and Proprietary 22
Data based on 2318 respondents.

23. Demographics
Digital specializations (besides mobile) also
practiced by respondents
75%
71% SEO /SEM
49% Social Media
34% Website
Marketing
Video Testing
44% 60%
16%
Viral 39% Display Email
Marketing Mobile Advertising Marketing
Marketing
Research question: Which digital marketing specializations do you practice? (check all that apply)
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Data based on 2318 respondents.

24. Demographics
Survey respondents’ mobile apps / marketing efforts fall
into the following industries
Technology Retail Media/ Travel
entertainment
14% 14% 6%
11%
Business (B2B)
30% Finance
5%
Public Sector
3%
Food/Drink
3%
Research question: Which vertical does your application or mobile marketing best fall into?
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Data based on 2318 respondents.

25. Demographics
Size of the 2318 brands researched (employees)
1381
387
176 153 143
26% 78
0 -100 100 - 500 1,000 - 5,000 10,000+ 500 - 1,000 5,000 - 10,000
Research question: How many employees are at your company?
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Data based on 2318 respondents.

26. Connect with Google Analytics & ClickZ for the latest
research, trends and tips on analytics
Blog: analytics.blogspot.com Blog: ClickZ.com
G+: +GoogleAnalytics G+: +ClickZ
Twitter: @GoogleAnalytics Twitter: @ClickZ
John Barnes
E: john.barnes@incisivemedia.com
T: +44 (0)20 7316 9007
Twitter: @johnmnbarnes
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