Google Analytics, Social Media, Mobile and MIMA
Today I had the opportunity to attend an event hosted by MIMA (the Minnesota Interactive Marketing Association where I happen to be a board member) at the Minneapolis Central Library in downtown Minneapolis. The guest speaker was Adam Singer, who works in product management for the Google Analytics product.
Since I am a very deep into Google Analytics as a trainer, consultant and certified partner, I wasn’t attending the event to learn new techniques or tactics, but rather to support the community and see how Adam would make the topic of analytics exciting for a diverse group of marketers who have limited experience in measurement.
Almost immediately it became apparent that Adam knew the type of audience he was presenting to, and it was clear that his presentation was at the perfect skill level for the audience. In addition, he chose the perfect topic to get the attention of interactive marketers: measurement of social media and mobile.
As two legs of the SoLoMo stool, social and mobile are always a big draw for speakers, especially those seeking answers on how to best approach the mediums and looking for success stories.
What better source for material to prove that social and mobile work than case studies and research from a web measurement company!
Adam’s talk gave some excellent examples of social media research as well as the enhancements to social media reporting in Google Analytics. Even I learned some new tips that I hadn’t thought of from the presentation.
Where Adam really shined was in the realm of mobile measurement. Judging by the number of hands raised (or lack thereof) when asked about mobile measurement, the crowd was very interested in learning what they can do in this realm.
Some fun tidbits of information Adam shared:
- Mobile App revenue will be $46 Billion by 2016
- An average of 4.3 interactions online happen over a 2-day period before a conversion
- The average smartphone user spends 667 minutes/month on apps
- About 10% of all conversions have a mobile element. 180% increase in one year
- They use Google Analytics as a measurement tool for the Google Analytics product (that’s so Meta!)
Useful information? Absolutely. In fact, when I got back to the office, a coworker told me that while deep diving into our social reports, she found that one of our posts got picked up in Google+ and had a ripple effect that I didn’t even know was possible (ok, basically it got 10 comments on Google+).
Since it would be difficult to share all of the insights gained from Adam’s presentation, I have done the next best thing and embedded all of the Tweets from the event below. Enjoy!