Download - Mobile Analytics 101
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Mobile Analytics 101Eric Rickson & Megan Douglas
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“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
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Demonstrate value of mobile channel
• Baseline performance• Compare channels• Monetize actions• Discover optimization opportunities
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Mobile measurement maturity
• Number of Downloads
• Usage and Engagement
• Effectiveness and optimization
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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
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Planning measurement
• Focus on critical measures• Involve stakeholders• Start early• Distribution and format
Usage Rate
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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
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Webtrends Mobile Analytics
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Overview of App Data
• Engagement and Adoption
• Content and Media Usage
• Feature Usage• Technical Details• Geo Distribution• Error Reporting• Custom Reporting
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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
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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
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Key Metrics Summary
All metrics are not created equally – and some don’t need to be created at all.
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Content Groups
Some Groups have all the fun – you should know which ones those are
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Conversions
They aren’t just for purchases anymore
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UX: Learning From Our Own
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Email feature not used
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But it gets worse
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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
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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/
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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
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Megan [email protected]
Eric [email protected]@ricksone