Mobile Analytics – Driving Consumer Insights

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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