the power of analytics in mobile apps
TRANSCRIPT
The Power of Analytics in Mobile Apps
Søren Engelbrecht – Mobile App Manager, A.P. Møller - Mærsk A/S
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Using Data to Ensure Targets are Reached
App Store Activity In-App Analytics
Common Platform:
DataFrom Web and Apps
User feed-back
Data-Driven
Roadmap
Web Analytics
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Working with Analytics
10% of your budget should be spent on the tools.
Spend 90% on your strategy and your analyst.
– Avinash Kaushik, Intuit Inc.
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Choose Your KPI’s Wisely
We have never done a better election campaign.
We handed out more than one million flyers.
– Party Chairman before Election Night, September 2011
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Antal folketingsmedlemmerMembers of Parliament
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Use SMART KPI’s
Specific Measurable Achievable
Relevant Time-Phased SMART
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+ =
“It doesn’t make sense to take the first step, if you don’t reserve money for the success case”
Nils Smedegaard Andersen, Maersk Group CEO
Actionable
https://en.wikipedia.org/wiki/SMART_criteria
The “Water Mill” Model
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C: The Wheel
Based on the platforms and tools delivered in the “Water Fall”, the BU can now work iteratively with launching new content and features, while also optimizing business KPI’s
A: The Source
A close collaboration between BU and IT, agreeing on, e.g.:
• Feature set
• If a “Minimum Viable Product” (MVP) mind set should be applied
• Any configuration and/or post-release optimization features
• Localization and/or re-use in other BU’s
• Scope of In-App tracking
• Scope of User Testing
• Life span/Decommissioning
Based on this, a budget and time frame is set
Release
Implemen-tation
Validation
Prototype
Idea
Evaluation
Business Requirements
Analysis
Design
Coding
Testing
Release
B: The Water Fall
Often based on a traditional development process (as illustrated here), but could also be Agile. Some flexibility must always be expected, though, based on insights obtained from User Testing (which, as a minimum, must take place in the Analysis/Design phases)
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The Onion Governance Model
Principles: The closer you are to the core of the Onion, the stronger the governance needs to be. At the inner layers, strict IT release procedures must be followed. Conversely, in the outer layers, experimentation is actively encouraged, since success comes quickly, and any bad ideas (or errors) can be remedied immediately. For simple text changes or A/B testing, an internal review at the online department suffices
Core systems
Service layers
Front end Functionality
Medium text / layout changes
Simple textchanges
Self-Serviced sale on bank
website
Self-Serviced sale on other partner sites
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Case: A Flexible Sales Tool
Large-screen App for face-to-face sale of insurances in banks
Configuration per sales channel:
1. Customization: Logo, Colours, texts, support info
2. Optimization: Default values for, e.g., sums and deductibles. Experimentation with default add-on Packages
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Case: Optimization without IT Involvement
Effect: +1.306%click-throughs
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Case: Maersk News
Mission Statement: To increase readership
of internal news among employees
Launch date: 14 MAR 2016
• Phase 1 KPI: Uptake/installations
• Phase 2 KPI: Readership on the App
compared to Intranet
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Case: Maersk News
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Case: Maersk News
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Case: Apple Siri
Apple are tapping into Siri analytics to
discover trending questions and be able to
come up with witty answers
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Take-Aways
Choose your KPI’s and targets early in the design process, based on what actually brings value to your business
Analytics is an essential part of any Requirement Specification – not an optional or last-minute add-on
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Design for flexibility – Not only to facilitate “IT-free” post-release optimization, but also to enable re-use
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Visualize results as much as possible and automate regular reports to keep stakeholders (both IT and Business) engaged
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Thank You !!
e-mail: [email protected]
Mobile: +45 21 84 00 00
Social: #Maersk
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