mobile analytics 101

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Mobile Analytics 101Eric Rickson & Megan Douglas


“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


Demonstrate value of mobile channel

• Baseline performance• Compare channels• Monetize actions• Discover optimization opportunities


Mobile measurement maturity

• Number of Downloads

• Usage and Engagement

• Effectiveness and optimization


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


Planning measurement

• Focus on critical measures• Involve stakeholders• Start early• Distribution and format

Usage Rate


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


Webtrends Mobile Analytics


Overview of App Data

• Engagement and Adoption

• Content and Media Usage

• Feature Usage• Technical Details• Geo Distribution• Error Reporting• Custom Reporting


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


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


Key Metrics Summary

All metrics are not created equally – and some don’t need to be created at all.


Content Groups

Some Groups have all the fun – you should know which ones those are


Conversions

They aren’t just for purchases anymore


UX: Learning From Our Own


Email feature not used


But it gets worse


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


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/

http://developer.webtrends.com/community/dc/


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


Megan [email protected]

Eric [email protected]@ricksone

mailto:[email protected]

mailto:[email protected]

mobile analytics 101

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