Top Banner
ANALYTICS Measure & Learn http://marmelab.com
16

Mobile Apps Analytics

Feb 10, 2017

Download

Data & Analytics

Edouard Breine
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Mobile Apps Analytics

ANALYTICSMeasure & Learn

http://marmelab.com

Page 2: Mobile Apps Analytics

BUILD THE FOUNDATIONS

[email protected] - www.mobileappsgrowth.com

Analytics is not data porn

http://blog.vint.sogeti.com

Page 3: Mobile Apps Analytics

BUILD THE FOUNDATIONS

[email protected] - www.mobileappsgrowth.com

Analytics answer questions to help your business grow

1. Define OKRs (Objectives & Key Results)

➤ “Technique for setting and communicating goals and results in organizations” weekdone.com

➤ Provides focus and unite the team behind one strategy

➤ Used by Google, Twitter, LinkedIn…

➤ Set monthly or quarterly, created by and for the team

Page 4: Mobile Apps Analytics

BUILD THE FOUNDATIONS

[email protected] - www.mobileappsgrowth.com

1. Define OKRs (Objectives & Key Results)

➤ Define 3 to 5 objectives

➤ Start from vision

➤ Must be inspirational and time bound

➤ ex: Beat our Q2 MRR targets, Delight our leads from D1.

➤ Assign 3KRs to each objective

➤ Must be hard to attain but not impossible

➤ Must be quantitative

➤ ex: Re-engage 10 of our 2015 clients, Improve D1 retention rate by 50%, Reach 30% conversion on onboarding funnel.

Page 5: Mobile Apps Analytics

BUILD THE FOUNDATIONS

[email protected] - www.mobileappsgrowth.com

1. Define OKRs

2. C-Level + Analytics Owner to discuss KPIs with Lead Dev. / CTO

➤ Reality check

➤ Get rid of biases

3. Write tagging plan

4. Quality Assessment

5. Report & Share KRs with the team (Geckoboard)

Page 7: Mobile Apps Analytics

MAKING SENSE OF DATA

[email protected] - www.mobileappsgrowth.com

1. Segment your Audience

2. Identify Aha! moments

3. Build and Optimise your Funnel

Page 8: Mobile Apps Analytics

MAKING SENSE OF DATA

[email protected] - www.mobileappsgrowth.com

1. Segment your Audience

➤ By behaviour (casual user, power users, sleepers, new users, …)

➤ By Interest / Vertical (Industry, employee role, interest, …)

➤ By Country / Language

➤ By Demographics (Age / Gender)

➤ By Device (Laptop vs Mobile, OEM)

➤ By Acquisition Source

Page 9: Mobile Apps Analytics

MAKING SENSE OF DATA

[email protected] - www.mobileappsgrowth.com

2. Identify Aha! moments

➤ Specific, measurable, and early in the funnel of a user experience

➤ Identify Aha! actions - Find correlation between actions taken and retention (behavioral cohorts)

➤ Find optimal amount of occurrences of these actions: Amount of retained users who did complete the action X times / (Amount of users who did complete the action X times + Amount of retained users who did not complete the action X times).

➤ AB Test & measure retention

http://apptimize.com/blog/2016/02/this-is-how-you-find-your-apps-aha-moment

Page 10: Mobile Apps Analytics

MAKING SENSE OF DATA

[email protected] - www.mobileappsgrowth.com

3. Build and Optimise your Funnel

The goal is to identify where is the biggest conversion margin opportunity and optimise product and CRM to drive users towards bottom of the funnel.

Visits Signup Aha! Moment Subscription

50%

25% 25% 25%

15%10%

15%10%15%

50%50%

10%

50%

70%

71%

85%

41%

71%

85%88%

33%

Page 11: Mobile Apps Analytics

KEY METRICS

[email protected] - www.mobileappsgrowth.com

➤ New Users

➤ Feature Usage

➤ # users using the feature

➤ % of DAUs using the feature

➤ % of new users using the feature (cohort)

➤ Frequency of feature usage per user and per day/week/month

➤ Impact on retention - Behavioural cohort

➤ DAUs & MAUs

➤ Activation Rate

➤ E-mail, in-app message, push notification CTR

Page 12: Mobile Apps Analytics

KEY METRICS

[email protected] - www.mobileappsgrowth.com

➤ Stickiness - DAU / MAU

➤ Session length, time in-app, session / month

➤ Churn vs. Cohort retention - D+1, D+7, W+1, M+1, M+3, M+6

➤ Identify how often a valuable user access your product

➤ 2 dimensions analysis

http://www.evergage.com/blog/what-cohort-reporting/

Page 13: Mobile Apps Analytics

KEY METRICS

[email protected] - www.mobileappsgrowth.com

➤ Cohort retention - D+1, D+7, W+1, M+1, M+3, M+6

➤ Break churn curve into 3 groups: short-term (activation, onboarding), mid-term (week 1 drop - not hooked users), long-term (sticky users that dropped - re-engagement campaign)

Page 14: Mobile Apps Analytics

KEY METRICS

[email protected] - www.mobileappsgrowth.com

➤ Cost & Revenues Metrics

➤ Cost per Install (CPI), Customer Acquisition Cost (CAC), Cost per Action/Acquisition (CPA)

➤ Average Revenue per User (ARPU), Average Revenue per Paying User (ARPPU), Lifetime Value (LTV)

➤ Monthly Recurring Revenues (MRR), Revenues per Cohort

Page 16: Mobile Apps Analytics

Thank you

[email protected] @earboz on Twitter

www.mobileappsgrowth.com