FSE 2016: Mobile analytics in context. Keynote Seattle Nov 14 2016
- 1. Ankit Jain, VP Special Projects Mobile Analytics Ankit Jain - VP, Special Projects, SimilarWeb @jain_ankit in Context
- 2. Ankit Jain, VP Special Projects About Me
- 3. Ankit Jain, VP Special Projects The Market Intelligence Company of the Digital World
- 4. Ankit Jain, VP Special Projects EVERY WEBSITE ✓ Traffic Metrics ✓ Traffic Sources ✓ Audience ✓ Industry ✓ Content ✓ Rating ✓ Engagement ✓ App Store ✓ App Store ✓ Keywords EVERY MOBILE APP PRO
- 5. Ankit Jain, VP Special Projects PRO Serves:
- 6. Ankit Jain, VP Special Projects Trusted & loved by these brands: AIRLINE & TRAVEL E-COMMERCE INTERNET & TELECOMFINANCE & RESEARCH
- 7. Ankit Jain, VP Special Projects Importance of Analytics (in Context) Problem: Analytics are ubiquitous & success is relative “Up and to the right” is successful What if everyone is going “up and to the right”? What if my “up and to the right” is not as steep as my industry or competition?
- 8. Ankit Jain, VP Special Projects USER JOURNEY 1 Acquisition 2 Personalization 3 Feedback 4 Retention
- 9. Ankit Jain, VP Special Projects USER JOURNEY 1 Acquisition 2 Personalization 3 Feedback 4 Retention
- 10. Ankit Jain, VP Special Projects CPM by Industry Categories CPM $0.00 $0.40 $0.80 $1.20 $1.60 Games Entertainment Tools & Utilities Social News $0.41$0.42 $0.65 $0.82 $1.53 CPM by Industry Categories CPM $0.00 $0.40 $0.80 $1.20 $1.60 Games Entertainment Tools & Utilities Social News $0.41$0.42 $0.65 $0.82 $1.53 Source: Manage Ad Cost BENCHMARKS
- 11. Ankit Jain, VP Special Projects Acquisition From Ad to App Source:
- 12. Ankit Jain, VP Special Projects Search for hotels in Seattle Source:
- 13. Ankit Jain, VP Special Projects Search for hotels in Seattle Click ad Source:
- 14. Ankit Jain, VP Special Projects Search for hotels in Seattle Click ad Install app Source:
- 15. Ankit Jain, VP Special Projects Search for hotels in Seattle Click ad Install app Source:
- 16. Ankit Jain, VP Special Projects Source: 16% Cost per install 18% Install to booking rate conversion
- 17. Ankit Jain, VP Special Projects Deep Linking BENCHMARKS Deep Linking Popularity by App Category Categories Popularity Deep Linking Popularity by App Category Categories Popularity Source: Adjust Shopping Music Lifestyle Travel Food&Drinks Productivity Sports Games Utilities News Education Navigation Entertainment
- 18. Ankit Jain, VP Special Projects Deep Linking BENCHMARKS Deep Linking Popularity by Type Type Popularity Catalog Item Promo Open App Content Category Page Deep Linking Popularity by Type Type Popularity Catalog Item Promo Open App Content Category Page Source: Adjust
- 19. Ankit Jain, VP Special Projects USER JOURNEY 1 Acquisition 2 Personalization 3 Feedback 4 Retention
- 20. Ankit Jain, VP Special Projects Personalization Home Screen Personalization Source:
- 21. Ankit Jain, VP Special Projects Source:
- 22. Ankit Jain, VP Special Projects ‘My’ Feed Showing only content users have saved Source:
- 23. Ankit Jain, VP Special Projects Curated Feed Showing only recommended content Source:
- 24. Ankit Jain, VP Special Projects SOLUTION Magic Feed shows user’s saved content & recommended content Source:
- 25. Ankit Jain, VP Special Projects Source: 27% Product Saves (per user and per session) Time Spent in App
- 26. Ankit Jain, VP Special Projects Personalization Re-Engagement Campaigns Source:
- 27. Ankit Jain, VP Special Projects Source:
- 28. Ankit Jain, VP Special Projects 88% Open Rate
- 29. Ankit Jain, VP Special Projects Data based on aggregate data queries. Source: LeanPlum Push Notifications BENCHMARKS The Power of Personalized Notifications 4x Open Rates Personalized: 5.9% Generic blasts: 1.5% 7x Retention
- 30. Ankit Jain, VP Special Projects Asia / Developing Nations BENCHMARKS
- 31. Ankit Jain, VP Special Projects Personalization Timely push notifications Source:
- 32. Ankit Jain, VP Special Projects DURATION Weekdays LOCATION North America Push Notification Open Rates OPTIMAL TIME 6-9pm Source:
- 33. Ankit Jain, VP Special Projects Source:
- 34. Ankit Jain, VP Special Projects Source: User A Receives it right before midnight
- 35. Ankit Jain, VP Special Projects User B Receives it 8 hours later Source: User A Receives it right before midnight
- 36. Ankit Jain, VP Special Projects Source: 16% Open Rate 17% Revenue (for Optimal Time test group)
- 37. Ankit Jain, VP Special Projects Push Notifications BENCHMARKS Open Rates by App Category App Category OpenRates 0% 2% 5% 7% 9% Open Rates by App Category App Category OpenRates 0% 2% 5% 7% 9% Source: Leanplum Finance SocialNetworking Education News Food&Drinks Navigation Healthcare&Fitness Utilities Shopping Sports Music Photography Travel Games
- 38. Ankit Jain, VP Special Projects Push Notifications BENCHMARKS Notification Opt-In Rates by Platform AverageOpt-InRate 0% 20% 40% 60% 80% Notification Opt-In Rates by Platform AverageOpt-InRate 0% 20% 40% 60% 80% Android iOS Platform Source: Kahuna
- 39. Ankit Jain, VP Special Projects USER JOURNEY 1 Acquisition 2 Personalization 3 Feedback 4 Retention
- 40. Ankit Jain, VP Special Projects Feedback Surveys & Rating Prompts
- 41. Ankit Jain, VP Special Projects
- 42. Ankit Jain, VP Special Projects Question Gauge user’s happiness with the app
- 43. Ankit Jain, VP Special Projects Question Gauge user’s happiness with the app
- 44. Ankit Jain, VP Special Projects Rating Prompt For Happy Users
- 45. Ankit Jain, VP Special Projects Question Gauge user’s happiness with the app
- 46. Ankit Jain, VP Special Projects Feedback Prompt For Unhappy Users
- 47. Ankit Jain, VP Special Projects
- 48. Ankit Jain, VP Special Projects Source: Apptentive BENCHMARKSReviews Survey Response Rates Category SurveyResponseRate 0% 5% 10% 15% 20% Lifestyle Entertainment Shopping Food & Drink Productivity Survey Response Rates Category SurveyResponseRate 0% 5% 10% 15% 20% Lifestyle Entertainment Shopping Food & Drink Productivity
- 49. Ankit Jain, VP Special Projects Source: Apptentive Ratings BENCHMARKS
- 50. Ankit Jain, VP Special Projects Source: Apptentive Ratings BENCHMARKS
- 51. Ankit Jain, VP Special Projects Source: Apptentive BENCHMARKSReviews Average Number of Reviews Category NumberofReviews 0 22,500 45,000 67,500 90,000 Lifestyle Entertainment Shopping Food & Drink Productivity Average Number of Reviews Category NumberofReviews 0 22,500 45,000 67,500 90,000 Lifestyle Entertainment Shopping Food & Drink Productivity
- 52. Ankit Jain, VP Special Projects Asia / Developing Nations BENCHMARKS
- 53. Ankit Jain, VP Special Projects USER JOURNEY 1 Acquisition 2 Personalization 3 Feedback 4 Retention
- 54. Ankit Jain, VP Special Projects Retention Key Metrics
- 55. Ankit Jain, VP Special Projects Mobile App Usage BENCHMARKS A user uses an average of 13 apps on their phone each day A user spends an average of 4 hours on their phone each day Based on analysis of usage data of millions of Android users worldwide in June 2015. We computed the average app usage statistics per user and extrapolated the results to 1B users around the world. Source:
- 56. Ankit Jain, VP Special Projects Time Spent Daily in App BENCHMARKS 11% 1%1%2% 4% 5% 6% 8% 20% 42% Communication Social Games Media & Video Tools Photography Music & Audio News & Magazines Entertainment Other 1% 1% 2% Average Percentage of Time Spent Daily in App Categories Worldwide Based on analysis of usage data of millions of Android users worldwide in June 2015. We computed the average app usage statistics per user and extrapolated the results to 1B users around the world. Source:
- 57. Ankit Jain, VP Special Projects Mobile App vs Web BENCHMARKS
- 58. Ankit Jain, VP Special Projects Mobile App Vs Web BENCHMARKS
- 59. Ankit Jain, VP Special Projects Session Lengths BENCHMARKS Source: SimilarWeb Average Daily App Usage per Category AverageDailyAppUsage(minutes) 0 5 10 15 20 25 Games Tools Social Communication Lifestyle Dating VideoPlayers Comics Productivity Books&Reference MediaandVideo Finance Music&Audio Education News&Magazines Entertainment Business Health&Fitness Maps&Navigation Auto&Vehicles Sports Photography Art&Design Parenting Shopping Travel&Local Medical Transportation Events Libraries&Demo Food&Drink House&Home Weather Beauty Average Daily App Usage per Category AverageDailyAppUsage(minutes) 0 5 10 15 20 25 Games Tools Social Communication Lifestyle Dating VideoPlayers Comics Productivity Books&Reference MediaandVideo Finance Music&Audio Education News&Magazines Entertainment Business Health&Fitness Maps&Navigation Auto&Vehicles Sports Photography Art&Design Parenting Shopping Travel&Local Medical Transportation Events Libraries&Demo Food&Drink House&Home Weather Beauty US
- 60. Ankit Jain, VP Special Projects Number of Sessions BENCHMARKS Source: SimilarWeb Average Number of Sessions per Day per Category AverageNumberofSessions 0 2 4 6 8 10 Tools Communication Lifestyle Social Productivity Finance Music&Audio Business Health&Fitness Dating Media&Video Photography News&Magazines VideoPlayers Auto&Vehicles Sports Games Entertainment Weather Education Maps&Navigation Parenting Books&Reference Libraries&Demo Travel&Local Transportation Medical Comics Shopping Art&Design Events Beauty Food&Drink House&Home Average Number of Sessions per Day per Category AverageNumberofSessions 0 2 4 6 8 10 Tools Communication Lifestyle Social Productivity Finance Music&Audio Business Health&Fitness Dating Media&Video Photography News&Magazines VideoPlayers Auto&Vehicles Sports Games Entertainment Weather Education Maps&Navigation Parenting Books&Reference Libraries&Demo Travel&Local Transportation Medical Comics Shopping Art&Design Events Beauty Food&Drink House&Home US
- 61. Ankit Jain, VP Special Projects Uninstalls BENCHMARKS Source: SimilarWeb Average app retains 23% of DAU in first 3 days after installation DAYS 0 - 3 This is where the majority of users will decide to stop using an app DAYS 3 - 7
- 62. Ankit Jain, VP Special Projects Uninstalls BENCHMARKS Source: SimilarWeb After 3 months, usage retention plummets to 9%, on average DAYS 8 - 90 Uninstall age for an average app is 8 months MONTHS 8
- 63. Ankit Jain, VP Special Projects Asia / Developing Nations BENCHMARKS
- 64. Ankit Jain, VP Special Projects Uninstalls BENCHMARKS Usage Retention by App Category PercentageofActiveUsers 0% 25% 50% 75% 100% Days 1 30 59 88 90 News & Magazines Communication Social Productivity Music & Audio Media & Video Health & Fitness Photography Source: SimilarWeb
- 65. Ankit Jain, VP Special Projects Mobile Analytics in Context • Understand your users and their context • Understand your analytics as part of a bigger picture • Reiterate your brand values every step of the way
- 66. Ankit Jain, VP Special Projects Special Thanks
- 67. Ankit Jain, VP Special Projects Thank You Ankit Jain - VP, Special Projects [email protected] @jain_ankit Slides at https://bit.ly/fsetalk