Driving Customer Insights with Mobile Analytics - Marcia Kadanoff - SESNY2013
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This document summarizes a presentation about driving consumer insight with mobile analytics. It discusses the differences between web and mobile analytics, metrics to analyze like activation, retention and referral rates. It also reviews several mobile analytics products and how they can help with funnel analysis, cohort analysis and gaining insight from customer data to improve mobile apps and drive revenue. Case studies are presented of how companies like TheFind and Sephora use mobile analytics.
Driving Customer Insights with Mobile Analytics - Marcia Kadanoff - SESNY2013
- 2. New York| March 25–28, 2013 | #SESNY @openmk What We’re Going To Talk About • Types of analytics to look at for mobile versus web • Products available to help you get actionable customer insight • Analyses and testing needed to drive customer insight
- 4. New York| March 25–28, 2013 | #SESNY @openmk Differences You Need To Know About WEB ANALYTICS MOBILE APP ANALYTICS Session tracking done primarily thru cookies and Javascript Session tracking done primarily thru UDID (Android) and with sessions (iOS) Human user interface is keyboard and mouse based Human user interface is gestural and touch‐ based Web measurement model is centered around page views, referrals, search, and visits Measurement model is less about referrals and search and more about engagement and loyalty Unique visitors are tied to individual or server IP addresses Unique visitors are difficult if not impossible to measure; instead we look at sessions
- 6. New York| March 25–28, 2013 | #SESNY @openmk Vanity Metrics • Number of app downloads • Total number of sessions • Total number of first time users DAU – Unique Users
- 7. New York| March 25–28, 2013 | #SESNY @openmk For Mobile Applications • Downloads are not enough • Need to drive 1x usage – an astounding 25% of people download an app and use it 1x only • Need to drive 3x usage – what the industry defines as loyalty
- 9. New York| March 25–28, 2013 | #SESNY @openmk Cohort Funnel Trend Acquisition % who download the product by day Activation % of users who activate the product by date of download % of users who download the product, use it 1x, and fill out a profile Changes in this behavior over time Retention % of users who use the app 3x by date of download % of users who use the app 1x who go on to use the app 3x Change in the number of loyal users over time Revenue % of users who use the app 11x time and go on to complete in app purchase % of users who move from step 3 to step 4 in the purchase funnel Change in ARPU over time Referral % of users who leave a review by date of activation % of users who post a product review after being exposed to 2 photos Changes in sentiment over time
- 11. New York| March 25–28, 2013 | #SESNY @openmk Configurable Dashboard Trend Analysis Funnel Analysis Cohort Analysis Campaign Analytics Drill Down Segments Cost Google Analytics ★★ ★★ ★★ ★★ ★★ N/A Free Flurry ★★ ★★ ★★ ★★ ★★ N/A Free Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/month For 1 app MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ Enterprise Model Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ Enterprise Model How We Assess Various Mobile Analytics Products
- 12. New York| March 25–28, 2013 | #SESNY @openmk Flurry Free / Market Leader • Excels at in‐application engagement • Custom events What’s Lacking • Meaningful Segmentation • Support for Cohort Analysis • Customer‐centered Funnels
- 14. New York| March 25–28, 2013 | #SESNY @openmk TheFind • Quite happy with their investment in mobile analytics to date • Stopped spending anything on paid media – virtually all their demand creation is done using SEO and email marketing • They know their business. They know their average number of downloads, and can judge the impact of a particular promotion on downloads and subsequent usage • Cohort analysis particularly painful and challenging
- 18. New York| March 25–28, 2013 | #SESNY @openmk Cohort Analysis • The best kind of analysis for decision making • Almost impossible to do without the right tool behind you • One of the big motivators to move up to a mid‐market analytics tool
- 21. New York| March 25–28, 2013 | #SESNY @openmk Evaluate Products • Dashboard view • Support for specific analyses you need • Ability to get to go beyond vanity metrics with more emphasis on engagement and ultimately revenue • Referral code for campaign tracking • Integration – how easy or hard it is – particularly with the other data sources that matter to you • Pricing model – FREE generally means free but Enterprise products are priced differently – on purpose • Worry more than a little about the cross device problem
- 24. New York| March 25–28, 2013 | #SESNY @openmk Remember on Mobile • Almost all tracking is done with anonymous device fingerprint tracking, which is about 95% accurate – more so for Android, less so for Apple iOS • Apple no longer allows tracking by Device ID (UDID) and is expected to disallow tracking by Mac ID • The leader in cross device tracking & analytics for mobile is a company called Drawbrid.ge – worth checking out • Sources • http://www.mobilemarketer.com/cms/opinion/columns/12380.html • http://media.mobileapptracking.com/docs/MAT‐App_to_App_tracking.pdf
- 27. New York| March 25–28, 2013 | #SESNY @openmk Closing Thoughts • On mobile – because of the app stores ‐ tracking through to the purchase event can be hard • Sometimes you have no choice but to use engagement as a proxy variable • Don’t forget good old fashioned A/B testing particularly of landing pages