Driving Customer Insights with Mobile Analytics - Marcia Kadanoff - SESNY2013

New York | March 25–28

Driving Consumer Insightwith Mobile Analytics

Marcia KadanoffOpen MarketingCEO & Founder@openmk

#SESNY

New York| March 25–28, 2013 | #SESNY

@openmk

What We’re Going To Talk About• Types of analytics to look at for mobile versus web

• Products available to help you get actionable customer insight

• Analyses and testing needed to drive customer insight


@openmk

Why Mobile Apps?


@openmk

Differences You Need To Know About

WEB ANALYTICS MOBILE APP ANALYTICS

Session tracking done primarily thru cookies and Javascript

Session tracking done primarily thru UDID (Android) and with sessions (iOS)

Human user interface is keyboard and mouse based

Human user interface is gestural and touch‐based

Web measurement model is centered around page views, referrals, search, and visits

Measurement model is less about referrals and search and more about engagement and loyalty

Unique visitors are tied to individual or server IP addresses

Unique visitors are difficult if not impossible to measure; instead we look at sessions


@openmk

Easily 40 Analytics Products Specific To Mobile


@openmk

Vanity Metrics• Number of app downloads• Total number of sessions• Total number of first time users

DAU – Unique Users


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For Mobile Applications• Downloads are not enough• Need to drive 1x usage – an astounding 25% of people download an app and use it 1x only

• Need to drive 3x usage – what the industry defines as loyalty


@openmk

Good Analytics Starts By Asking the Right Questions

Source: Dave McClure’s AARRR model

AAAcquisitionHow do users find you?

ActivationDo users have a great first experience?

RetentionDo users use it subsequently?

RevenueHow do we make money?

ReferDo users tell others?

AA

RR

RR

RR


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Cohort Funnel Trend

Acquisition % who download the product by day

Activation % of users who activate the product by date of download

% of users who download the product, use it 1x, and fill out a profile

Changes in this behavior over time

Retention % of users who use the app 3x by date of download

% of users who use the app 1x who go on to use the app 3x

Change in the number of loyal users over time

Revenue % of users who use the app 11x time and go on to complete in app purchase

% of users who move from step 3 to step 4 in the purchase funnel

Change in ARPU over time

Referral % of users who leave a review by date of activation

% of users who post a product review after being exposed to 2 photos

Changes in sentiment over time


@openmk

Actionable Customer Insight

$$$Free

More

Less


@openmk

ConfigurableDashboard

Trend Analysis

FunnelAnalysis

CohortAnalysis

CampaignAnalytics

Drill DownSegments

Cost

Google Analytics

★★ ★★ ★★ ★★ ★★ N/A Free

Flurry ★★ ★★ ★★ ★★ ★★ N/A Free

Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free

Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/monthFor 1 app

MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ EnterpriseModel

Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ EnterpriseModel

How We Assess Various Mobile Analytics Products


@openmk

Flurry

Free / Market Leader

• Excels at in‐application engagement

• Custom events

What’s Lacking

• Meaningful Segmentation

• Support for Cohort Analysis

• Customer‐centered Funnels


@openmk

TheFind


@openmk

TheFind

• Quite happy with their investment in mobile analytics to date

• Stopped spending anything on paid media – virtually all their demand creation is done using SEO and email marketing

• They know their business. They know their average number of downloads, and can judge the impact of a particular promotion on downloads and subsequent usage

• Cohort analysis particularly painful and challenging


@openmk

Funnel Analysis


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Another View of Engagement – From Localytics


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Link Between Engagement and Monetization


@openmk

Cohort Analysis• The best kind of analysis for decision making• Almost impossible to do without the right tool behind you• One of the big motivators to move up to a mid‐market analytics tool


@openmk

Another View of Cohort Analysis

• This time with drill down analysis


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Same Cohort – Different Views• Revenue changes from day 1 (baseline) to day 2


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Evaluate Products• Dashboard view• Support for specific analyses you need • Ability to get to go beyond vanity metrics with more emphasis on engagement and ultimately revenue

• Referral code for campaign tracking• Integration – how easy or hard it is – particularly with the other data sources that matter to you

• Pricing model – FREE generally means free but Enterprise products are priced differently – on purpose

• Worry more than a little about the cross device problem


@openmk

Best Practice: Chose A Product That Includes Campaign Management Functionality Built In


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Enterprise Products


@openmk

Remember on Mobile

• Almost all tracking is done with anonymous device fingerprint tracking, which is

about 95% accurate – more so for Android, less so for Apple iOS

• Apple no longer allows tracking by Device ID (UDID) and is expected to disallow

tracking by Mac ID

• The leader in cross device tracking & analytics for mobile is a company called

Drawbrid.ge – worth checking out

• Sources

• http://www.mobilemarketer.com/cms/opinion/columns/12380.html

• http://media.mobileapptracking.com/docs/MAT‐App_to_App_tracking.pdf


@openmk

Sephora

Source: Kaleidoscope Kontagent

Over +50% of Sephora emails are opened on mobile or tablet devices

Typical Email Open Device

Sephora.com Traffic

1/3 of all Sephora.com traffic is from mobile and tablet devices


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Impact Analysis


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Closing Thoughts• On mobile – because of the app stores ‐ tracking through to the purchase event can

be hard

• Sometimes you have no choice but to use engagement as a proxy variable

• Don’t forget good old fashioned A/B testing particularly of landing pages

Business

Driving Customer Insights with Mobile Analytics - Marcia Kadanoff - SESNY2013