Benchmarking Excellence

in Mobile

Stuart Russell: Director

Stream:20 Core Services

Digital Sales Planning

Digital Organisation

Digital Sales Toolkit

Digital Sales Delivery

Optimising your business structure and skillsets for digital success

Ensuring the correct toolkits are implemented for success

Providing innovative strategic support and analysis to drive your digital sales function

Driving incremental revenue across Desktop/ Mobile/Tablet

• The performance-driven digital marketing consultancy

• Formed in 2005

• Acquisition & retention channels

Who We Work With

Reta

il

Finance

Gaming

Travel

Entertainment

Publishin

g

What is the Digital Benchmarking Survey?

• A survey….

… that benchmarks digital marketing.

• Acts as a “commoniser” when assessing digital marketing effort

• Also used to establish consistency of output and operation across

multiple depts. and territories

• Refreshed quarterly

• 100+ brands completed to date

• A cross section of enterprise-level businesses, consumer-brands, online

pureplays and start-ups.

Stream:20 Digital Benchmarking: Scope

Digital Benchmarking

Delivery

Channel marketing

Display

Email

Social

PPC

SEO

Affiliates

Emerging channels

Offline to online

eCommerce

Conversion

UX

Self care

Mobile web

Mobile apps

Planning

Forecasting

Segment. & Data Planning

Attribution

Pricing &

Offers

Acquisition Strategy

Retention Strategy

Content Marketing

Retargeting Strategy

Toolkits

Performance Reporting

ESP

Affiliate network

Ad Server

Analytics

Organisation

Structure & resource

KPI ownership & alignment

Supplier management

The Industry Benchmark

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1.0

2.0

3.0

4.0

5.0Display

Email

Social

PPC

SEO

Affiliates

Emergingchannels

Offlineto

Online

Sales Delivery -

Channels

Benchmark

Mobile Evaluation

DB

Score Mobile Site build Strategic Approach

Tracking &

Analytics Data Promotion Creative

5

Full adaptive mobile

site developed following

an earlier responsive

design. You are now

able to share content

across device and also

tailor content based on

mobile vs. online.

Clearly defined long

term strategy across all

devices, platforms and

innovations with clear

road map of how the

organisation plans to

adapt mobile

Full tracking and

analytics across the

site, all pages and entry

points

Mobile customers fully

integrated into

database to form a

single customer view.

Data is also collected

for mobile numbers as

part of any registration

both on and offline

Cross channel activity

builds awareness of our

mobile offer and helps

drive activity through to

the mobile site

Mobile site is endorsed

by your brand and

marketing teams and is

a truly integrated

experience

3

Online site is optimised

for mobile devices and

is a responsive design

based on screen size &

resolution

Mobile strategy in place

but is focused on

device rather than

offering

Basic tracking used.

Desktop analytics

provide insights into

devices usage

Some ability to draw

conclusions from

analytics on customer

value, behaviour of

mobile customers,

transactions etc. but

data is very high-level

and is never truly

accurate against other

channels

Limited promotion of

the mobile site through

one to two media

channels

The mobile site ties in

to wider user

experience of the

brand. User experience

has been tested &

optimised

1 No mobile-ready site

No long term strategy

for mobile web in place

- reactive not proactive

in adapting any strategy

for mobile

No tracking used

No data integration &

limited customer insight

generated from mobile

web. Organisation lacks

the insight to gain any

momentum from the

mobile channel to help

produce any further

budget contribution

No mobile promotion is

in place. Users typically

only find our mobile

offering via a redirect or

by accident

The look and feel of the

mobile site is not

reflective of your site.

The user experience is

poor e.g. not thumb

friendly. Brand

guidelines or treatment

is not adhered to.

Basic

A

ve

rag

e

Ad

van

ced

Mobile Web Review

MOBILE

SITE 5

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STRATEGY TRACKING DATA PROMOTION CREATIVE

3 2.9

3.1

2.2

2.8

2.4

App Review B

asic

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2.2

DIST. TRACKING PROMOTION DATA CREATIVE STRATEGY DEV.

2.6

2.0

2.4

1.8

2.4 2.5

2.3

CO

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The Challenge: Cross Platform Activity

Call Centre Mobile Web App

Ecosystem

MA

RK

ET

ING

Web Retail

CO

NS

UM

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Where are Mobile Performers Above & Below The Curve?

Team

Structure

KPI

Ownership

Email

Retention

Strategy

Performance

Reporting

Content

Marketing

Sum Up

• Brands are being honest; they have much work to do

• There is a direct correlation between the brands best at performance reporting

& defining KPI ownership and those gaining real traction in the mobile space

• These same brands have also made strides to create a structure that can

effectively manage change and innovation

• This success seems to be at the expense of customer marketing strategy and

key CRM channels (email)

• Have you filled out your Digital Benchmarking survey?

Thank you

stuart.russell@stream20.com

@stream20