mobile analytics – driving consumer insights
TRANSCRIPT
Digital Marketing WebinarMobile Analytics – Driving Consumer Insights
April 3, 2015 | Theodore Hayes (Head of Analytics at iProspect Communicate 2)
www.digitalvidya.com
iProspect India 2015
Mobile in India
Mobile TodayMobile Today
950 Million Mobile Users• The fastest growing Mobile
Subscriber base in the world.
213 Million• Mobile Internet Users
Avg. of 25% of Website traffic• Is from mobile and increasing.
Mobile Solutions
Overview of Mobile SolutionsOverview of Mobile Solutions
Benefits of AppBenefits of App
• Build Loyalty• Reinforce your Brand• Increase your Visibility• Increase your Accessibility• Increase Sell-Through• Increase Exposure across Mobile Devices• Connect you with On-the-Go Consumers• Rich Data Source
Google AnalyticsGoogle Analytics
LocalyticsLocalytics
Adobe Marketing CloudAdobe Marketing Cloud
MixpanelMixpanel
Pricing - Free version is available. Pricing starts from $150 per month.
FlurryFlurry
Mobile Vs Web
Mobile vs WebMobile vs Web
• Studies the behaviour of mobile website visitor just like traditional web analytics.
• Refers to the use of data collected as visitors access a website from a mobile phone.
• Helps us determine which aspects of the website work best for mobile traffic.
• Helps us understand which mobile campaigns work best for business.Q
Why Don’t web Metrics work for Mobile Apps?
Don’tDon’t
Web MetricsWeb Metrics
Important Web Metrics
• SEO • Site Traffic• Number of
Visitors
1) Google Keyword Search
Web MetricsWeb Metrics
Important Web Metrics
• Number of Pageviews
• Pages Visited• Time on Site
2) Website Explorationhttp://mywebsite.com
/productpage
/information
/checkout
Web MetricsWeb Metrics
Important Web Metrics
• Delivery Rate• Open Rate• Click Rate
2) Nurturing Emails
Web MetricsWeb Metrics
Important Web Metrics
• Number of Conversions
• Conversion value• Most recent
conversion offer• Revenue per
visitor
4) Reconversion Sales Pitch
Purchase
Mobile MetricsMobile Metrics
Important Mobile Metrics
• ASO• Category Rank• App Rating
1) App Store Search
Mobile MetricsMobile Metrics
Important Mobile Metrics
• Number of Visits to App Listing Page
• Downloads• Users
2) App Listing Review Download
Mobile MetricsMobile Metrics
Important Mobile Metrics
• Session length• Screen Viewed• Time in app• Time on screens
3) App Exploration
Mobile MetricsMobile Metrics
Important Mobile Metrics
• User Segments• Open Rate• Click through Rate• Session intervals• MAUs
4) Nurturing Push and in-app messages
Mobile MetricsMobile Metrics
Important Mobile Metrics
• Conversion Events• CTA Click Rate• Funnel Completions • Funnel Drop offs• Retention rate
5) Events and Ultimate App Action completed
Mobile MetricsMobile Metrics
Best Metrics are:
• Uncomplex • Relevant • Timely• Instantly Useful
5) Best Metrics Are?
Driving Consumer Insight
For Mobile ApplicationsFor Mobile Applications
Vanity Metrics• Number of app
downloads• Total number of
Sessions• Total number of first
time users
Digital Performance on a Global Scale.
How to Start Measuring Success.How to Start Measuring Success.
How Mature is Your BusinessHow Mature is Your Business
Demonstrate the Value of the Mobile ChannelDemonstrate the Value of the Mobile Channel
• Baseline Performance• Compare Channels• Monetise Actions• Discover Optimisation
Opportunities
Metrics BFF - ChallengeMetrics BFF - Challenge
Click Through Rate
Bounce Rate
SessionsUsers
Screenviews per session
Tim
e on
App
Conversion Rate
Average order Value
Metrics BFF - AnswersMetrics BFF - Answers
• Click-through Rate <-> Bounce Rate
• Sessions <-> Users
• Time on App <-> Screen views per session
• Conversion Rate <-> Average order value
Thank You. Theodore HayesHead of Analytics, @HazeyTheo
www.digitalvidya.com
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