What KPI’s to Choose to Measure Mobile Marketing Effectiveness
No matter what you do in life, you need to set goals for yourself. Mobile is no different, only we don’t call them goals, we call them key performance indicators, or KPI’s.
A key performance indicator is a business metric used to evaluate factors that are crucial to the success of an organization or a specific effort related to that organization.
There are many different end result KPI’s to consider. Obvious ones might be increased sales, increased memberships, or similar. But, often increased sales figures, especially for luxury items, are not immediately available and even if they are, they may not be an effect of the mobile marketing promotion. Therefore, early-term KPI’s are considered so that the business can get a more immediate evaluation of the effectiveness of the campaign.
Accordingly, choosing the right KPI’s relies on a good understanding of the right factors for the organization to evaluate. Such KPI’s will likely vary based on the department doing the evaluating. What is important to marketing, for instance, may not be as important to the sales or finance departments.
Effective KPI’s are often not financially related, even though increased sales is often the ultimate, and most obvious, outcome of a an effective marketing strategy.
Key performance indicators work best if they are:
- timely and able to be measured frequently.
- simple and easy for all involved to understand.
- team based so that all departments are pulling together for success and there’s no finger pointing later.
- based on factors that have had significant impact in the past.
- acted upon and approved by senior management.
- able to be evaluated and analyzed to lead to future success.
Choosing the right KPI’s for your organization is paramount to evaluating the success of a mobile effort. Too often, businesses blindly adopt KPI’s that others in the industry like to evaluate and base the success of the program based on it. An example of a KPI that is often improperly overused in mobile is click-through rate. Clicks through can be an important KPI, but if the message is misunderstood or exaggerated, it could result in a great click through rate, but poor sales conversion. Also, a click through on a Mommy blog may not be as valuable as one from a Huffington Post article.
Be sure that your organization starts with the basics, understands the goals of the promotion, and how it plans on achieving them. The process should be an iterative process that involves feedback from multiple department managers and those implementing the details of the campaign. Then, the goals need to be understood by all employees who are involved in the process of attempting to reach a particular KPI goal.
With mobile marketing, there are many different KPI’s that you could consider based on the type of mobile marketing effort that you are employing. Here are a few of the most often used ones.
- Active users — Usually judged based on daily active users (DAU) or monthly active users (MAU). These are your best customers and ones you need to learn more about so that you can continue to improve on the product.
- Ad revenue — Total advertising revenue from the app or mobile website.
- App downloads — How many consumers have downloaded the app.
- App revenue — Gross sales from the app or upgrades after a free app download.
- App reviews — It’s another thing that you need to get off to a quick start with to gain high app store rankings. The quantity and quality of the reviews matter, so call out some favors when your app first hits the stores.
- App store rank — The higher you rank in the download lists in the app store, the more likely that you are going to get continued downloads. It’s why it’s so important to get off to a quick start when you first submit the app.
- Call tracking — Number of calls generated. This is often measured by companies by using a unique phone number to track call statistics.
- Click-through rate — Of the consumers that see your offer, what is the rate of those that are clicking through to the landing page of the offer? This rate is often inflated based on bots that are doing the clicking.
- Completion rate — The rate at which mobile video viewers watched until the end of the video.
- Conversion rates — The percentage of users, or visitors, that do the action that you are soliciting, such as making a purchase or registering their information.
- Cost per acquisition (CPA) — How much did it cost the business to obtain that app download, the text message opt-in, or the sale?
- Cost per click (CPC) — Cost to generate a click through.
- Cost per install (CPI) — Cost to drive the installation of the app.
- Cost per lead (CPL) — Cost to generate a lead.
- Customer satisfaction scores — Usually derived from follow up messaging.
- Delivery rate — The percentage of text messages that were successfully delivered.
- Failure rate — Usually an SMS KPI, it reports the number of messages that were unable to be delivered.
- Frequency — The number of times that the average person has seen your marketing message. Frequency is certainly not unique to mobile marketing and can be used to compare the effectiveness of a mobile campaign versus a traditional advertising campaign.
- Gross impressions — The total number of times that the message has been seen, regardless of whether the same person saw it multiple times. Reach times frequency equals gross impressions.
- Hits — Its the most basic KPI and has probably been around the longest. In the dot com boom days, hits, not revenue were the source of the often times ridiculous valuations of companies.
- In-app purchases — Total sales made while in the app.
- Items in cart — Average number of products being purchased per order.
- Keyword tracking — A great way to track the effectiveness of different promotions for your SMS campaign is to use different keywords for each medium.
- Leads — The number of consumers that have indicated interest in a product and that are now being turned over to sales or marketing to follow up or continue marketing to.
- Lifetime value — What a customer is worth to the business over a lifetime. This is usually matched against acquisition costs to determine if the marketing is cost effective.
- Lift — Increased store traffic. Often also called “in-store visits.”
- Load time — How quickly your mobile website loads. In the app business, it’s known as “app launch.” Cutting seconds off of your load time will lead to improvement; people today are not known for being very patient.
- Loyalty programs — Statistics on the number of customers engaged in a mobile loyalty program.
- Mobile emails — Percent of promotional emails being read on a mobile device.
- Mobile traffic — Percent of web traffic coming from a mobile device.
- New customers — It’s an obvious one, but you can bet the boss is measuring it.
- Opt-ins — How many customers are agreeing to receive your SMS marketing messages. Also known as “list growth.”
- Opt-out rate — What percentage of opt-ins are replying with STOP to be removed from future text message marketing. If you get a flurry of opt-outs, perhaps you are sending too many messages, or too many irrelevant messages to your database.
- Organic searches — The percentage of your overall traffic on the mobile website that is generated from search engine clicks.
- Page visits — Average pages visited per user in the app or on the mobile website.
- Permissions — How many people that downloaded the app that also registered their personal information.
- Purchases — How many people bought.
- Push notifications opened — What percentage of the app push messages are actually being opened.
- Reach — Total number of unique consumers that your message has reached. Along with frequency, this is another statistic that can be compared against traditional media.
- Redemption rate — Number of mobile coupons that were redeemed.
- Retention rate — It determines what percentage of users or buyers are coming back again to purchase or use the product.
- Revenue per user (RPU) — Revenue divided by total users.
- Session length — Naturally, a longer session length should indicate greater engagement with an app or mobile website. If consumers are leaving quickly, it’s probably because they are not getting what they thought they would.
- Social shares — Social media shares prove the virality of mobile marketing. More shares means more engagement and free promotion for the organization. The business is reaching individuals that it never had to pay for! Plus, the message is so important to the recipient that they’ve taken the time to promote it on your behalf.
- Subscription rate — What percentage of users purchase a subscription. This act proves that an organization has a sustainable business model.
- Time between visits — How long is it taking them to come back on average?
- Time spent — The IAB believes the average time spent watching your mobile video is the most important KPI for the video category.
- Traffic to lead ratio — How much traffic does it take to generate a single lead?
- Unique engagement — Often, customers will use unique URLs or keywords to gauge the effectiveness of specific promotions. This method makes for an easy way to evaluate results of specific promotions.
- Usage — Is the app being downloaded and then falling into the app graveyard or is it being used consistently?
- This is certainly not a complete list of mobile marketing KPI’s, but it’s quite a few. Choosing the right ones, in advance of the campaign, will allow alignment of all members of the organization to have a common goal when running your mobile marketing campaign.
While immediate and interim KPI’s are certainly an important gauge of the overall success of a campaign, early mobile marketers certainly were too hung up on some of the more short-term ones. Clicking on a mobile ad and downloading an app are certainly important, but it’s what happens after the click or app installation that really matters. Lifetime value may be impossible to predict at this early stage of mobile marketing, but in the long run, it’s retention, compared to the cost of acquisition, that matters most.
One of the mantras that I’ve always lived by is that:
“Our Employees are our Greatest Asset”
But, every now and then, something happens when I realize that I’ve made a positive impact on the life of somebody else. Such an impact was obviously made when I received this email today from an employee that worked for ATS over twenty years ago.
Hope you have a great weekend. 22 years later, I want to say THANK YOU for investing in sending me to the Dale Carnegie Sales Training.
I still use some of the strategies and learnings from the multi-week course. Only years later, can I truly appreciate your generosity.
Thanks again and enjoy the weekend! Hope all is well with the business and Bentz family.
I can’t tell you how much that email meant to me so I wanted to share it with our blog readers.
Say something nice to somebody today. It will make their day.
Domino’s has long been a leader when it comes to companies that do mobile right. Its new television commercial which will debut next week shows you just how pervasive mobile has become. And, how easy it is to order pizza from your mobile device.
When I think about brands that have really done an amazing job with mobile, I think of Starbucks first and Domino’s Pizza second.
No matter how good your mobile marketing is, if the product is no good, you aren’t going to get repeat customers. In 2010, Domino’s fixed that with an improved pizza and a TV campaign that actually admitted that their pizza needed improvement.
And, they seem to have been rolling in the dough ever since with a mobile marketing campaign that seems ideally targeted to millennials. Today, mobile-savvy consumers can place pizza orders via an app, social media, SMS, a virtual voice assistant, and an online site. All of this ensures maximum convenience and reach and contributes to the brand’s cool factor as well.
One of the most convenient things that Domino’s offers is its Pizza Profile which allows users to save their favorite pizza toppings along with their payment information for a speedy ordering process, because when you want pizza, you want it NOW. You can even order a pizza from your Twitter account by simply typing in a pizza emoji! The app also enables pizza buyers to accumulate loyalty points which keeps them coming back.
For Domino’s, having a great mobile pizza ordering process is not only an advantage, but a must have, because Domino’s stores are small and most don’t allow for any sit down dining so they need to be all about mobile.
I attended the MMA Global event in New York in September and the speaker there was Dennis Maloney, VP and chief digital officer for Domino’s. Dennis said that more than half of Domino’s orders come from digital and half of them come from mobile. That clearly makes Domino’s an ecommerce company today.
The lesson to be learned is that brand engagement is now happening over a variety of devices. At the office, it may be the desktop, at home it is likely the tablet, and on the drive home, it may be the mobile phone. In addition, consumers prefer to interact in various ways. Not everybody is on Twitter and interested in sending a pizza emoji so Domino’s has effectively offered a multitude of ways to order their product. Let’s face it, people don’t really like to use the phone to talk if they can avoid it.
Sell More Pizza with Mobile Marketing
Smart Pizza Marketing has published its podcast interview with Bob Bentz and Barb Breeser of ATS Mobile. If you want to learn more about how you can sell more pizza, click here to listen to Bob and Barb discussing mobile marketing with Bruce Irving.
Listen as Bob and Barb discuss various aspects of mobile marketing for pizza restaurants, including:
- SMS text message marketing for pizza restaurants.
- why text message marketing works better than email.
- different aspects of mobile marketing.
- mobile ordering for pizza restaurants.
- the importance of a mobile-optimized website.
- how to do dark posts for restaurants on Facebook.
- social media marketing for pizza restaurants.
- specific examples of successful pizza restaurant promotions such as promoting holding fantasy football drafts at the store.
- how one pizza restaurant got an 11% return on its SMS campaign for Super Bowl Sunday.
ATS Mobile’s Restaurants To Go services offer a complete mobile marketing tool kit for pizza restaurants.
Schedule Your Next Product Shoot with ATS Mobile
It is said that a “picture is worth a thousand words.” And, if that’s true, how much is a really great picture worth?
At ATS Mobile, we create some really great pictures for our clients here in the Philadelphia area and beyond. It’s professional branding photography at its best.
Want to take a look at our portfolio?
Take a look at our professional branding photography examples on our Tumblr page.
Best Way to Get the Employees you Need
Recruiting for your quick serve restaurant can’t be easy. Turnover is high and it’s often difficult to fill the hourly positions, especially in wealthier areas.
That’s why geo-targeted mobile advertising works so well for talent acquisition for restaurants. You can zero in on just the geographic areas where you obtain most of your employees. Moreover, behavioral data on social media sites such as Facebook enable you to find people that are unemployed or currently seeking employment.
ATS Mobile has had considerable success with recruitment in several areas, including nursing, trucking, and restaurant employees. Take a look at a recent presentation we made to our McDonald’s franchisees and give us a call if you think we’ve passed the test.
One of the biggest problems with voicemail messages is that sometimes they sit in the recipient’s inbox just waiting to be listened to. The reason for this is because the recipient thinks the communication transaction has ended. Now before I get into what I mean by this, let’s take a look at how someone goes about leaving a voicemail message. The sender places a phone call to initiate the transaction; the recipient does not answer; the sender leaves a message. In the recipient’s mind the transaction occurred and the communication is now complete because the ultimate message was delivered via voicemail.
Now let’s imagine the same situation except this time, the phone never rings. The recipient looks down at his or her cell phone and sees a notification for a new voicemail, but does not have a missed call. Curiosity immediately sets in. Who called me? What did he or she want to tell me? Why didn’t my phone ring? What’s going on? Compelled by curiosity, the recipient immediately dials into his/her voicemail to figure out who the mystery messenger is.
So I’m sure you’re wondering how you could possibly leave a voicemail without the phone ringing first. Well, the answer is ringless voicemail. Ringless voicemail allows you to leave a message on the consumer’s phone without it ever ringing. This means, you never have to worry about the phone call interrupting the recipient’s meal, meeting, or favorite TV show. He or she has the convenience of listening to the voicemail whenever it is most convenient. Additionally, the consumer is more likely to return your phone call because he/she listened to it during his/her free time.
Sick and tired of cold calling customers and getting the same response? Eliminate the monotony of hearing the phone ring and just get directly to the consumer’s voicemail. Now you already have one foot in the door when you go to follow-up or, better yet, when you get a call back.
Furthermore, ringless voicemail allows you to record your own personal message. This means you can mess up as many times as you want, but only send your best effort. This eliminates the chance of nerves setting in and other human errors and only broadcasts your best message. Then you can send the same message to as many people as you want!
With ringless voicemail, the mundane voice message has evolved into something special and exciting like the telegram once was during World War II.
PLAY BALL MOBILE COACH APP
USA Baseball, in cooperation with Major League Baseball, is pleased to announce the introduction of the Play Ball Mobile Coach App. The app is specifically designed to improve baseball coaching at all levels.
Included are baseball drills with specific levels of difficulty assigned to each. Videos are included to enable the baseball coach to better understand the way that the drill should be run. Coaches will also learn to rely on the pitch count portion of the app which enables the coach to track the pitch counts of his pitchers on the team so he knows which players are eligible for each game.
USA Baseball wants to make sure that all of its baseball coaches are as good as they can be. This is a free app and ready for download now on the Apple and Android stores. Search for “Play Ball Mobile Coach.”
The mobile app was created in King of Prussia, PA at ATS Mobile headquarters.
- 50 KPI’s to Measure Mobile Marketing
- A Heart-Warming Email from an Ex-Employee
- Mobile Marketing Leader Domino’s Order Anywhere
- Smart Pizza Marketing Podcast Interviews ATS Mobile
- Professional Branding Photography in Philadelphia
- ATS-Prague Office on
- Younger, Wealthier People Are More Likely To Own A Smartphone on
- Why Text Messaging Works So Well for Restaurants on
- Mobile Advertising Going Local on
- Rules for Political Telemarketing on
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