This document discusses measuring moments that matter on mobile devices. Some key points: - Only 2% of companies are set up to identify, measure, and deliver on important moments for users. - The shift to mobile is one of the biggest trends, with 88% of smartphone users regularly using their phone for information while doing tasks. - 63% of mobile researchers have considered brands they wouldn't normally after finding relevant info on their phone. - 75% of shoppers say mobile info impacted a recent in-store purchase decision. - Cross-device measurement is important to understand user experiences and conversions across platforms.

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Measure Every
Moment That
Matters
Cemal Büyükgökçesu
UX & Analytics Consultant
PerformanceX / Google
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2%
of companies are setup
to identify, deliver on,
and measure moments
that matter
Source: google/forrester 2015, us

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The shift from desktop to mobile is one of the biggest stories of
our time for marketers
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of smartphone users
regularly turn to their
smartphone for ideas while
doing a given task
(e.g. finding "how to" information
when cooking, exercising, making
repairs)
88%
Source: Ipsos Moments that Matter Research EMEA, June 2015, Turkey

4. Source: Ipsos Moments that Matter Research EMEA, June 2015, Turkey Google Confidential and Proprietary
of consumers conducting research on their
smartphone have thought about purchasing a brand
they would not normally consider because of relevant
information available on their smartphone in the
moment
63%

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of smartphone users agree
that the last time they used
their smartphone while
shopping at the store, the
information found impacted
their purchase decision
75%
Source: Ipsos Moments that Matter Research EMEA, June 2015, Turkey

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INSIGHTFUL MEASUREMENT
BETTER UNDERSTANDING
HOW TO
SUCCEED
WITH
MOBILE
INCREDIBLE EXPERIENCES

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Break down company silos and focus on the user!

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2015
Source: http://opensignal.com/reports/2015/08/android-fragmentation

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Look at the key speed metrics...
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… And investigate the reasons of bad performance
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Identify the biggest leaks & improve

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Identify the biggest leaks & improve

14. Proprietary + ConfidentialSource: https://twitter.com/usabilitycounts
Performance +
Design = the user
experience

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Cross-platform performance review...
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Quarter of Year
ConversionRate
Desktop Conversion Rate
is almost 3x the Mobile
Conversion Rate. Gap
almost seems to grow
over time!
Desktop
Mobile
Tablet
Mobile Macro-Conversion Rates Seem Too Low
Source: Monetate Ecommerce Quarterly - http://www.monetate.com/resources/research/

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Desktop
Mobile
Traffic
Desktop
Tablet
Mobile
Conversion rates
Tablet
So, What Is Happening?
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ConversionStarting Point
Device IDs
AdID (Android)
IDFA (iOS)
Desktop Mobile Web Mobile Apps
Log-ins
Cookies
(Browser)
Cookies
(1st Party)
The World of Measurement Has Gotten More Interesting
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Cross-Device in Analytics
The Google Analytics User ID
feature helps link together
sessions by the same user
across different devices*
*You need to be able to identify the user
(e.g. upon login to your site) and pass a
User Identifier to GA (non-PII)
user login
User ID (UID) assigned
<UID> <UID> <UID> <UID>
User ID
User ID
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DEVICE OVERLAP
CROSS DEVICE
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O2S With Google Analytics - How To
user login
User ID (UID) assigned
<UID> <UID> <UID> <UID> Loyalty Card
purchase
<UID>
User ID
User ID
Measurement Protocol
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Understand Online-To-Store Impact
eCommerce Data In-Store Sales Data
AdWords brought $149k in online revenue and contributed to
additional $479k of in-store sales.
Based on the last non-direct attribution only!
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23. Proprietary + ConfidentialThe Worlds Brought Together
Galeries Lafayette Case Study – Insights
20%
of in-store
transactions
were preceded
by an online visit
of those visits were
performed from a
mobile device
50%
of them happened on
the same day of the in-
store transaction
20%

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Thanks!
Cemal Büyükgökçesu
UX & Analytics Consultant
PerformanceX / Google
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"Knowing
is not enough;
we must apply.
Willing
is not enough;
we must do."
Goethe