mobile analytics 101
Post on 02-Nov-2014
2.244 Views
Preview:
DESCRIPTION
TRANSCRIPT
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile Analytics 101Eric Rickson & Megan Douglas
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
“With the help of Webtrends, we are provided relevant insight into how the applications are being used. This will help us understand adoption and allow us to measure our usage goals, and what we expect from similar applications. Measurement is an important piece of the experience.”
Jeffrey Litvack
GM Global Product Development
Associated Press
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Demonstrate value of mobile channel
• Baseline performance• Compare channels• Monetize actions• Discover optimization opportunities
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile measurement maturity
• Number of Downloads
• Usage and Engagement
• Effectiveness and optimization
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Essential channel measures
AdoptionApp downloadsSite or app visitorsApp usage (% of DL)Geo distribution
EngagementFrequency (visits/visitor)Depth (events/visitor and duration)Retention rate (% returning)
EffectivenessObjective oriented conversions High value activities
Adoption
Engagement
Effectiveness• Adoption
App downloads Site or app visitors App usage (% of DL) Geo distribution
• Engagement Frequency (visits/visitor) Depth (events/visitor and duration) Retention rate (% returning)
• Effectiveness Objective oriented conversions High value activities
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Planning measurement
• Focus on critical measures• Involve stakeholders• Start early• Distribution and format
Usage Rate
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Web Mobile Facebook FiOS TV Game consoles Video
Webtrends Mobile Analytics
Mobile Web Native Apps Campaign Apps
Webtrends Analytics
Mobile Measurement
Multi-channel visibility provides greater customer intelligence
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Webtrends Mobile Analytics
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Overview of App Data
• Engagement and Adoption
• Content and Media Usage
• Feature Usage• Technical Details• Geo Distribution• Error Reporting• Custom Reporting
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Measure what matters
App Overview• Key Metrics Summary• Conversion Events
Content, Features and Media• Screens• Events • Categories• Media Events by Media• Media Events by Media Type• Product Views• Product Views by Product Type• Outbound Links• In-app Search • In-app Ad Performance
User Engagement • App Loyalty• Session Duration• Countries• New and Returning Users
Technical Details• App Version• Device Model• Device OS• App System Events• Connection Type• Errors • Carriers• Exit Screens• Language• Language by Country
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Mobile site analytics
• Monitor adoption and top-line performance• Assess and optimize effective drivers of traffic• Optimize customer experience• Prioritize design decisions based on device information
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengageWhich way to data Nirvana?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Key Metrics Summary
All metrics are not created equally – and some don’t need to be created at all.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Content Groups
Some Groups have all the fun – you should know which ones those are
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Conversions
They aren’t just for purchases anymore
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
UX: Learning From Our Own
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Email feature not used
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
But it gets worse
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Optimized tracking for native apps
• Integration of tracking methods into applications• Standard and custom events• Auto-queuing for optimal performance and offline capture• Visitor identification and opt-out options• For iOS, Android, Blackberry, Win Phone 7• Direct API approach for other platforms
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Optimized tracking for mobile sites
• Non-JavaScript, client-side data collection option • Server side integration using REST data collection API• JavaScript for SmartPhone optimized sites
developer.webtrends.com/community/dc/
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Key Take-aways
Include measurement in the planning process Don’t boil the ocean, focus on what matters Tailor key metrics to high value activities Different approach for mobile apps and sites
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Megan Douglasmegan.douglas@webtrends.com
Eric Ricksoneric.rickson@webtrends.com@ricksone
top related