New York | March 25–28
Driving Consumer Insightwith Mobile Analytics
Marcia KadanoffOpen MarketingCEO & Founder@openmk
#SESNY
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
New York| March 25–28, 2013 | #SESNY
@openmk
Why Mobile Apps?
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
New York| March 25–28, 2013 | #SESNY
@openmk
Easily 40 Analytics Products Specific To Mobile
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
New York| March 25–28, 2013 | #SESNY
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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
New York| March 25–28, 2013 | #SESNY
@openmk
Good Analytics Starts By Asking the Right Questions
Source: Dave McClure’s AARRR model
AAcquisitionHow do users find you?
ActivationDo users have a great first experience?
RetentionDo users use it subsequently?
RevenueHow do we make money?
ReferDo users tell others?
A
R
R
R
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
New York| March 25–28, 2013 | #SESNY
@openmk
Actionable Customer Insight
$$$Free
More
Less
New York| March 25–28, 2013 | #SESNY
@openmk
ConfigurableDashboard
Trend Analysis
FunnelAnalysis
CohortAnalysis
CampaignAnalytics
Drill DownSegments
Cost
Google Analytics
★★ ★★ ★★ ★★ ★★ N/A Free
Flurry ★★ ★★ ★★ ★★ ★★ N/A Free
Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free
Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/monthFor 1 app
MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ EnterpriseModel
Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ EnterpriseModel
How We Assess Various Mobile Analytics Products
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
New York| March 25–28, 2013 | #SESNY
@openmk
TheFind
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
New York| March 25–28, 2013 | #SESNY
@openmk
Funnel Analysis
New York| March 25–28, 2013 | #SESNY
@openmk
Another View of Engagement – From Localytics
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@openmk
Link Between Engagement and Monetization
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
New York| March 25–28, 2013 | #SESNY
@openmk
Another View of Cohort Analysis
• This time with drill down analysis
New York| March 25–28, 2013 | #SESNY
@openmk
Same Cohort – Different Views• Revenue changes from day 1 (baseline) to day 2
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
New York| March 25–28, 2013 | #SESNY
@openmk
Best Practice: Chose A Product That Includes Campaign Management Functionality Built In
New York| March 25–28, 2013 | #SESNY
@openmk
Enterprise Products
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
New York| March 25–28, 2013 | #SESNY
@openmk
Sephora
Source: Kaleidoscope Kontagent
Over +50% of Sephora emails are opened on mobile or tablet devices
Typical Email Open Device
Sephora.com Traffic
1/3 of all Sephora.com traffic is from mobile and tablet devices
New York| March 25–28, 2013 | #SESNY
@openmk
Impact Analysis
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