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KEY PERFORMANCE INDICATORS AND DATA: METRICS, TOOLS AND DECISION MAKING – PRACTICAL ANALYTICS FOR APP MARKETERS What Metrics Really Matter And What Should You Track? What Tools Do You Need And What Is The Optimum Work-Flow? How To Use Data To Drive Decisions And Insights That Make A Difference Originally presented at the App Promotion Summit, July 2014 in London.
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Meaghan Fitzgerald – [email protected] – @megfitz
App Analytics, KPIs and DataUnderstanding Your Users for Fun and Profit
Introduction23snaps
Meaghan Fitzgerald – [email protected] – @megfitz
TOP APPS OF 2012
TOP PHOTOGRAPHY APPS 2012
“23snaps… the
Facebook for families.”
“23snaps… the
Instagram for parents.”
Meaghan Fitzgerald – [email protected] – @megfitz
What Do You Track?High level themes to help you decide what data to collect.
The Whole FunnelFour levels of understanding
Meaghan Fitzgerald – [email protected] – @megfitz
Downloads
Sessions/Registrations
Completes KPIs
Profile of People Who
Regularly Complete KPIs Vanity Metrics
Store Reviews
App Page Views
Social Media
Mentions
User AcquisitionWho came from where and what demographic are they?
Meaghan Fitzgerald – [email protected] – @megfitz
Channel Demographic Cost
User Engagement and RetentionAre your users doing what you want them to?
Meaghan Fitzgerald – [email protected] – @megfitz
Events Retention Virality
Revenue and Lifetime ValueAre you actually making any money? From who?
Meaghan Fitzgerald – [email protected] – @megfitz
Total Revenue Demographics User LTV
Meaghan Fitzgerald – [email protected] – @megfitz
How Do You Track It?Tools for tracking data and tips for communicating your tracking needs
to developers.
Start-UpLower cost, limited usage or tracking, good for a high level view. Often driven by an ad network.
Meaghan Fitzgerald – [email protected] – @megfitz
Google AnalyticsFree, robust event tracking; anonymizes and samples data, integrates with the Play Store.
FlurryFree , includes industry benchmarking, create custom demographic segments.
ApsalarBasic package free. Option to scale to more detailed reporting.
Pros Cons
Inexpensive Limited tracking
Industry Benchmarks
No Marketing Follow Up
High Usage, Lots of Support
No Click Attribution
Tied to Ad Neworks
Upsight (formerly Kontagent)Free unlimited data storage and limited free marketing.
EnterpriseExpensive, deep tracking, marketing follow up.
Meaghan Fitzgerald – [email protected] – @megfitz
MixpanelFocus on events, not page views, needs significant customization. Incredibly powerful reporting, funnels, cohorts and good marketing automation
LocalyticsFocus on providing real-time views of user analytics,
Pros Cons
Deeper Insight Expensive
Supports Push Marketing
Requires DevTime to Set Up
API for DataExport
Price ScalesQuickly
Cross Platform
Full Time Job
AppsFlyerOnly a solution for click attribution for downloads; limited analytics.
Enterprise Editions
Custom DashboardsThe DIY tracking solutions
Meaghan Fitzgerald – [email protected] – @megfitz
DucksboardIntegrated with dozens of existing data services, allows you to create custom dashboards.
GeckoboardIntegrated with dozens of existing data services, allows you to create custom dashboards.
Fully CustomUse your own API or server logs to generate custom dashboards for your specific needs.
Pros Cons
Endlessly Customizable
PotentiallySignificant
Development
Generally Cheaper
Reporting Limited to What You Build
Specific to Your Business
No PushMarketing
You Own the Data
Decide with Developers
Meaghan Fitzgerald – [email protected] – @megfitz
Integration
Optimization
Maintenance
Exports
Communicate Your Tracking RationaleWhy are you tracking?
Meaghan Fitzgerald – [email protected] – @megfitz
Who
• Will implement it?
• needs to access the data?
What
• Are you going to track?
• Format does the data need to be in?
When
• Will people need to be able to access it (real time? Daily? Weekly reports?)
Where
• Will it be stored? On a third party’s system or will you own a copy in house?
Why?
Meaghan Fitzgerald – [email protected] – @megfitz
What Do You Do With the Data?Three ways to make informed choices based on your business analytics
Marketing to Existing UsersGet more out of the people you’ve already acquired
Meaghan Fitzgerald – [email protected] – @megfitz
Attract More of the Best UsersFind and acquire users like your top performing audiences.
Meaghan Fitzgerald – [email protected] – @megfitz
Map Desired User Path
Create Funnel in Analytics
System
Review Results
Make Product Changes
Observe Changes to
Funnel Completion
Rate
Improve the ProductOptimize and improve but beware of false positives.
Meaghan Fitzgerald – [email protected] – @megfitz
!Warning:
Be careful to keep reviewing these users against your real KPIs. Does completing your funnel actually result in higher LTV/Retention?
Meaghan Fitzgerald – [email protected] – @megfitz
Thank YouQ&A