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行動數據分析工具 – Flurry Analy t ics@AlphaCamp 工作坊P r e p a r e d b y R o g e r L o
1Yahoo Confidential & Proprietary
2 Yahoo Confidential & Proprietary
Declaimers
This session is not intend to dive deep Flurry/ mobile analytics training due to the length and audience
The objective of the session is introducing an overview of mobile analytics landscape and Flurry Analytics (with demo/ use cases)
Seven Years In: Nothing but GrowthMonthly Sessions Measured by Flurry from 700K+ Apps and 200K Devs
Time Spent on iOS and Android Connected Devices in the US (also in TW)
Agenda
Why data-driven is important? Mobile analytics tools landscape Yahoo Mobile Developer Suite/ Flurry introduction
Agenda
Why data-driven is important? Mobile analytics tools landscape Yahoo Mobile Developer Suite/ Flurry introduction
7 Yahoo Confidential & Proprietary
Why data-driven is important?(1/2)
Source: Statista
Global smartphone data traffic forecast (in exabyte per month)
Mobile data traffic will grow almost 10X more than presence
8 Yahoo Confidential & Proprietary
Why data-driven is important?(2/2)
Share of app developers using different developer tools/services as of July 2013
Source: Statista
“User analytics” is the most important tool for almost 38% developers for building their apps
Agenda
Why data-driven is important? Mobile analytics tools landscape Yahoo Mobile Developer Suite/ Flurry introduction
10 Yahoo Confidential & Proprietary
Mobile analytics tools landscape (1/2)
Analytics & Enhancement
Analytics
A/B testing
Growth (App marketing)
Monetization
Source: online materials, Yahoo team organization
11 Yahoo Confidential & Proprietary
Mobile Success Landscape: 250 companies, $25B investment, and 15 billion-dollar startups
Source: venturebeat
12 Yahoo Confidential & Proprietary
Mobile analytics tools landscape (2/2)
Source: venturebeat
Agenda
Why data-driven is important? Mobile analytics tools landscape Yahoo Mobile Developer Suite/ Flurry introduction
Developer suite introduction Flurry Analytics introduction
14 Yahoo Confidential & Proprietary
YAHOO MOBILE DEVELOPER SUITE
15 Yahoo Confidential & Proprietary
Flurry Analytics + Explorer
Flurry Pulse
Yahoo App Publishing
Yahoo Search in Apps
Yahoo App Marketing
16 Yahoo Confidential & Proprietary
Yahoo App Publishing
Yahoo App Publishing drives higher publisher revenue
“We couldn't be happier with the quality of ads, the consistently high fill rate, and the breadth of Yahoo’s advertiser relationships across the world.” -Richard Rabbat, VP of Advertising & Platform, Tango
OBJECTIVE:Monetize Tango app with native advertising
SOLUTION:Yahoo Gemini-Native Ads
RESULT:The Yahoo App Publishing platform enabled Tango to optimize ad performance while staying in control of the end user experience.
PUBLISHER: Tango (300 million + members)
Agenda
Why data-driven is important? Mobile analytics tools landscape Yahoo Mobile Developer Suite/ Flurry introduction
Developer suite introduction Flurry Analytics introduction
19 Yahoo Confidential & Proprietary
The first “designed for mobile” and “Free” analytics platform since 2008
Average of 7 apps per device
700,000 apps 220,000 developers
1.8 billion devices
Flurry at a glance
21 Yahoo Confidential & Proprietary
Flurry users and testimonials
“Using Flurry Analytics, we have been able to greatly improve our apps and in-app purchase rates.
We now know what users want in the app and can provide that with
confidence.”
22 Yahoo Confidential & Proprietary
23 Yahoo Confidential & Proprietary
Get started with Flurry Analytics in 3 steps
① Sign up at developer.yahoo.com② Create new app and download SDK③ Integrate SDK with 2 lines of code
24 Yahoo Confidential & Proprietary
What does implementation entail?
Get started in minutes– 2 lines of code gives you all your mobile usage metrics, demographic information, and User Acquisition Analytics
Advanced Flurry implementations with full event tagging take days, not weeks or months like other enterprise software solutions
Flurry Analytics is a SaaS-based delivery model and does not require additional resources from your IT department
FLURRY SDK
25 Yahoo Confidential & Proprietary
What is the key indicator for growing my
downloads?
What are my target audiences interested in?
What does user journey look like?
What kind of marketing campaigns can attract
the most people?
As an app owner, you’ll face these questions…
What is the growth performance of different
types of users?
What are the basic metrics you can/should track?
@FlurryMobile
• Users are identified by unique device IDs• A new mobile user is a user that launches the app for the first time
New mobile users
• A session is one use of the application by a user• In Flurry, you can measure median and average session length for
your users, as well as the total amount of time spent in your app
Sessions
• An active user is defined as a user that has had a session with your application during a specified time period
• Available in daily, weekly, or monthly view, as well as Time of Day
Active mobile users
• A retained user in Flurry is defined as a user that has had at least one session with your application in the past seven days.
• Flurry also reports on user churn
Retained users
27 Yahoo Confidential & Proprietary
Flurry Analytics Introduction
MISSION FLURRY SOLUTION
1. Demographic: gender, age, language, geography
2. Segments: to identify cohorts of valuable users
3. Persona: Through Yahoo superior database, Flurry can help developers to predict their audience’s interest and behavior
1. User Acquisition: Developers can track marketing campaign performance by UAA
2. Usage and Events: Developers can deeply understand user’s path in the app
3. Retention: Developers can use cohort analysis to realize how engaged their users are
Understand Users
Optimize App performance
Segment Your Mobile Users Your Way
Flurry empowers you to create any custom segment you can imagine.
Powerful examples include segmenting your audience by:› Paying vs. non-paying consumers› Casual vs. power users› Men vs. women
View all of your mobile usage metrics such as new users, active users, and user retention by segment
Use this information to:› Plan your next acquisition campaign to acquire users most like your whales› Package key parts of your audience to sell directly to advertisers› Determine the ROI of your marketing spend
Optimize App performance
Understand Users
Cohorts: Segment based on acquisition date
Usage Level: Define heavy, regular & infrequent users
Events: Any event, parameter, or value you specify
Demographics & Geography: Age, gender, location, language and more
Acquisition Source: Segment by channel & campaign
Create segments using all important metrics
Segment Your Audience Your Way
Optimize App performance
Understand Users
Flurry PersonasBUSINESS
Business Professionals
Personal Finance Geeks
Real Estate Follower
Small Business Owner
TRAVEL
Business Travelers
Flight Intenders
Leisure Travelers
SHOPPING
In-app Purchasers
Mobile Payment Makers
Value Shoppers
SPORTS
Sports FansAvid RunnersSoccer Fans
ENTERTAINMENT
Bookworms
Casual and Social Gamers
Entertainment Enthusiasts
Hardcore/Midcore Gamers
Movie Lovers
Music Lovers
News and Magazine Readers
Slots Players
TV Lovers
LIFESTYLE
Auto EnthusiastsAvid RunnersEngineering EnthusiastsFashionistas Food & Dining LoversHealth & Fitness EnthusiastsHigh Net-Worth IndividualsHome & Garden ProsMothersNew MothersParenting & EducationPet OwnersPhoto & Video EnthusiastsSinglesSocial InfluencerSports FansTech & Gadget Enthusiasts
Optimize App performance
Understand Users
Determine which Personas are valuable to you
IDENTIFY USERSbased on what apps
they use
1 2
CREATEuser persona
3
UPDATEmembership
bi-weekly
4
QUALIFYonly recent heavy
users of those apps
Optimize App performance
Understand Users
32 Yahoo Confidential & Proprietary
Optimize App performanceTop 3 Key Action from User View
Acquire
Activate
Retention
Understand Users
33 Yahoo Confidential & Proprietary
Top 3 Key Action from User View
Acquire
Activate
Retention
Optimize App performance
Understand Users
34 Yahoo Confidential & Proprietary
Acquire – User AcquisitionMonitor your user acquisition efforts and measure the impact of specific Campaigns or Channels on your user base
Key Questions to Answer
Basic• How many people download my App
recently? How fast is it?
• What is the growth performance of different types of users?
• How many proportion of download are paid users? How many are free?
Advanced• What is the quality of my marketing
campaigns? Do they really attract right users?
# of New Users (unique)
① User Acquisition Analytic:1. Clicks2. Install & Install rate3. Quality & Quality rate
② User Segment: Filter the active metric by either a selected Campaign or Channel, in addition to any Custom Segments that you may have created
Key Metrics
Flurry Offerings
Optimize App performance
Understand Users
35 Yahoo Confidential & Proprietary
Acquire – User AcquisitionHow It Works: An Example Campaign
Optimize App performance
Understand Users
Flurry records app install
For each campaign, set up a unique clickthrough URL
Flurry records app launch
Flurry matches launch to install source
Reporting available for you to track
36 Yahoo Confidential & Proprietary
Top 3 Key Action for your Analysis
Acquire
Activate
Retention
Optimize App performance
Understand Users
37 Yahoo Confidential & Proprietary
Activate – Usage & EventsRealize users’ in-app action in order to optimize experience and convert them to the business goal
Key Questions to Answer
Basic• What percentage of users are active?
• How frequent are apps actually opened?
• How long does user dive in our apps?
• What does user journey look like? What is the most popular information for users?
• Do my apps crash usually?
Advanced• How to judge the data in the beginning?
# of Active Users, Session, Session Length, Frequency of Use, User Path, Crash rate
Key Metrics
① Benchmark: App owners can compare session length and frequency of use with average performance in similar categories
② Funnel Analysis: App owners can set certain scenario to track conversion through a sequence of steps
Flurry Offerings
Optimize App performance
Understand Users
38 Yahoo Confidential & Proprietary
Activate – Usage & EventsAre users converting along the key paths in your app?
Optimize App performance
Understand Users
Use your events to create funnels to measure any series of steps you want consumers to complete
Improve conversions over time and versions Analyze funnel data by segments, versions, and time to gain even more insight
39 Yahoo Confidential & Proprietary
Top 3 Key Action from User View
Acquire
Activate
Retention
Optimize App performance
Understand Users
40 Yahoo Confidential & Proprietary
RetentionEstimate and optimize the engagement of active users by different cohort base
Key Questions to Answer
Basic• What is the current churn rate? How to
decrease it by different approach?
• How strong do my user stick to my product?
Advanced• Whether do my promoting campaigns
really influence my existing users?
Key Metrics
Flurry Offerings
7-days Retention Rate, Return Rate, Rolling Rate, Session per User
Cohort Analysis: Calculated as the ratio of the number of users active during a particular day, week or month compared to the size of the cohort group
Optimize App performance
Understand Users
41 Yahoo Confidential & Proprietary
RetentionAre users retained?
Optimize App performance
Understand Users
Flurry retention metrics include Return Rate (e.g, static retention), Rolling Retention, and Recent Users
The Return Rate chart above includes a heat map to compare by install date cohort
Compare return rate by months since install
42 Yahoo Confidential & Proprietary
Get started with Flurry Analytics in 3 steps
① Sign up at developer.yahoo.com② Create new app and download SDK③ Integrate SDK with 2 lines of code
43 Yahoo Confidential & Proprietary
http://ymdcnyc.tumblr.com/
44 Yahoo Confidential & Proprietary
FB: Mobile Analytics Taiwan
45 Yahoo Confidential & Proprietary
Got question?
Quincy Chen (mobile monetization) [email protected] Roger Lo (Flurry analytics) [email protected]