fitnyc module 11 mobile analytics overview for fit

MA R SHA L L SPO NDERFA SHIO N INST ITUTE O F T E CHNO LOGYWE B ME TR ICSGUR U INC

Mobile is creating big challenges and opportunities.

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

How to 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

Best Practice: Chose A Product That Includes Campaign Management Functionality Built In

Easily 40 Analytics Products Specific To Mobile

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 to Assess Various Mobile Analytics Products

Flurry

Free / Market Leader

• Excels at in-application engagement

• Custom events

What’s Lacking

• Meaningful Segmentation

• Support for Cohort Analysis

• Customer-centered Funnels

Localytics

Enterprise Products

Vanity Metrics

• Number of app downloads• Total number of sessions• Total number of first time users

DAU – Unique Users

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

Mobile is the only media time that is growing

45%$

25%$

17%$

9%$

7%$

4%$

44%$

26%$

16%$

8%$ 8%$

6%$

43%$

26%$

15%$

7%$ 7%$

9%$

42%$

26%$

14%$

6%$5%$

12%$

38%$

20%$

12%$

4%$5%$

20%$

0%$

5%$

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

50%$

TV$ Online$ Radio$ Print$ Other$ Mobile$

Source:(eMarketer,(August(2013(

U.S.$Consumer$Media$Consump2on$Share$

2009$ 2010$ 2011$ 2012$ 2013$

0

20

40

60

80

100

120

140

160

Amazon

eBay

Wal-Mart

Apple

Target

BestBuy

TheHomeDepot

Ticketmaster

Etsy

Lowes

(Millions)

Source:comScore

LeadingRetailers'DigitalAudiencePopula onByDevice

DesktopOnly Desktop+Mobile MobileOnly

Retailers are seeing huge mobile audience gains …

Mobile is now ~25% of e-commerce traffic…

PC

Tablet

Smartphone

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q12011 Q22011 Q32011 Q42011 Q12012 Q22012 Q32012 Q42012 Q12013 Q22013 Q32013 Q42013

Source:Monetate

EcommerceWebsiteTrafficByDevice

Over 1/5th of Internet traffic is now from mobile

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dec-08

Apr-09

Aug-09

Dec-09

Apr-10

Aug-10

Dec-10

Apr-11

Aug-11

Dec-11

Apr-12

Aug-12

Dec-12

Apr-13

Aug-13

Dec-13

Source:StatCounter,December2013

GlobalInternetTrafficDesktopVs.Mobile

Mobile video is booming…

0

1

2

3

4

5

6

7

8

2011 2012 2013 2014 2015 2016 2017

MillionsofTerabytesPerMonth

Source:Cisco,2013

GlobalMobileVideoTrafficWillCon nueToSurge

Pandora

85%

Facebook

65%

Twi er

80%

0%

25%

50%

75%

100%

2008 2009 2010 2011 2012 2013E

%ofTrafficfromM

obile

Source:MaryMeeker,KleinerPerkins,companies,BIIes mates

MobileUsage:Pandora,Twi er,Facebook

Social and music are now mostly mobile

Mobile is driving all of Facebook’s revenue growth

TotalAdRevenue

MobileAdRevenue

$0

$500

$1,000

$1,500

$2,000

$2,500

1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13

Millions

Source:Facebook

FacebookAdRevenues

We spend 1 hour a day on our smartphones

Other10%

VisitWebsites15%

Games9%

SocialNetworking17%

Talk28%

Text21%

BreakdownOfTheAverageSmartphoneOwner'sDailyTime-Spend

OnAverage,U.S.SmartphoneOwnersSpend58MinutesDailyOnTheirPhones

Source:ExperianMarke ngServices,May2013

Source: comScore, Telefonica, Macquarie Capital (USA), December 2011

Each device has a different “prime time”

Share Of Device Page Traffic Over A Day:

~80% of smartphones run Android

Android

AppleiOS

Microso

BlackBerry

Other

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q32009

Q42009

Q12010

Q22010

Q32010

Q42010

Q12011

Q22011

Q32011

Q42011

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

ShareofGlobalUnitSales

Source:IDC,StrategyAnaly cs

GlobalSmartphoneMarketShareByPla orm

What’s Next?

PCs are now small share of connected devices…

PersonalComputers

Smartphones

Tablets

SmartTVs

Wearables

0

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,600,000,000

1,800,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E

Units

Source:Gartner,IDC,StrategyAnaly cs,CompanyFilings,BIIntelligenceEs mates

GlobalInternetConnectedDeviceShipments

Almost 1 billion smartphones shipped in 2013

Samsung

Apple

Huawei LG

Lenovo

SonyEricsson

ZTE

NokiaWindowsPhone

BlackBerry

HTC

Motorola

Other

0

25,000,000

50,000,000

75,000,000

100,000,000

125,000,000

150,000,000

175,000,000

200,000,000

225,000,000

250,000,000

275,000,000

300,000,000

325,000,000

Q12009

Q22009

Q32009

Q42009

Q12010

Q22010

Q32010

Q42010

Q12011

Q22011

Q32011

Q42011

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

UnitsShipped

GlobalSmartphoneShipmentsByManufacturer

Source:BIIntelligenceEs mates

Where We Are…Devices

• PCs

• Tablets

• Smartphones

• Connected TVs

• Connected Cars

• Wearables

Where We’re Going…’Things’

• Smart homes

• Smart cities

• Smart offices

• Smart factories

Mobile is enabling new forms of entertainment, communication,

media, and commerce.

Mobile check-ins are flat

https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-

consumers-2013-11

Foursquare Check Ins are dropping

https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-

consumers-2013-11

CHART: Android Browser Gains In Global Mobile Web Usage

https://mail.google.com/mail/u/0/#search/business+insider/142380352479c6b3

CHART: Android Browser Gains In Global Mobile Web Usage

https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-

consumers-2013-11

Local-Mobile Services Are Improving The Lives Of Consumers, And Rewriting The Rules For Online Marketershttps://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-

consumers-2013-11

Types of Mobile Campaigns

https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-

consumers-2013-11

Users still research online but often prefer to purchase in the store, but that is changing

https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-

consumers-2013-11

In the United States, mobile doubled its share of digital ad spend to 15% of the

total.

Ad exchanges, supply-side platforms, and mobile ad networks are all reaching for

scale and the latest ad technology. Increasingly, the lines between them are

blurring.

Programmatic is growing at a fast clip in the United States, 56% annually by some

estimates. And within programmatic, real-time bidding is particularly influential.

The rise of programmatic is leading to a reshuffle of the entire industry. Many of this

year's mergers and acquisitions in mobile ads can be traced to the rise of data-

focused programmatic ad trading.

Many media agencies and media planners are still locked into their comfortable

one-on-one, non-automated relationships with traditional ad

The New Mobile Ecosystem

Google Analytics Mobile App Analytics tracking

http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24

Google Analytics Mobile App Analytics tracking

http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24

Driving Consumer Insight With Mobile Analytics

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