Planet of the apps on Hwsw mobile! 2015

Mobil Analytics Workshop

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What is Mobile Analytics?

Mobil Analytics

www.planetoftheapps.hu

• What is Mobile Analytics?Measuring and analyzing all traffic generated by mobile devices (devices running on Android, iOS, WindowsPhone platforms)

• Why you should measure mobile ?Most important medium of our times, future is impossible without understanding user interaction with mobile products.

• Why is different than traditional online analytics?Browser not exist anymore, browsing happens on the device screen while searching for the desired

application

• Conversion problemAppstore is a walled garden.

• Additional datapoints available on mobileRelation between user and device– „My phone is dead!“

Performance Marketing,

Understand ROI, qualify advertisement

channels,

Understand user interaction,

optimize product.

Collecting data to optimize marketing

spend

Mobile particularity


Lack of standards!!

• Various platforms and technologies• Native, Hybrid, MobilWeb solutions• Apps runs in and isolated enviroment• Every products finds its own solutions• Centralised but closed Marketplaces • No more cookies!

App Development Cycle


There is no finished development or ready app!!• Extreme velocity in mobile technology• New technologies brings new developments• iOS 9 (3D touch, slimming technologies)

Application development always circulating among the 3 essential steps, Development, Research&Marketing, Analysis. The product is getting closer to pefection with every cycle. Thorugh Analysis not just the product gets better but the communication of it.

• Review Policy or Appstore CRM is essential

Information Overload


New datapoints available

Identifiers (IFA,AID) Battery State Display Orientation IP address Carrier Information Location (GPS) Connection Status(Wifi,3G, EDGE) Locale settings Device Information (Vendor, model, platform and app version) Browser data

Personalization of devices or Digital body parts

Application Lifecycle


Installation as ground zero in Analysis ?

Telepítés Traffic

Timeline

Unique Users?Tracking layer

, , ,, , ,,, , ,, ,,,,,, ,, ,, ,, ,, ,,,,,Data can be fractaly divided| || | | |||

Conversion Events

Conversion - Tracking


Every users downloaded from the store, but how do they get there ?

Mobile Tracking

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Fragmented Data

Data Sources


The market of analytical tools are crowded with solutions, each of them are approaching the problem from different aspects, therefore they only answer for a fraction of the mobile marketing difficulties.

• Store Analytics (AppAnnie)• Acquisition, Tracking (AppsFlyer,Tune)• Traffic (GA)• Audience (Mixpanel, PersonaGraph)• Behavior (Flurry, Appsee)• Marketing & Push (SPNS, Mixpanel)• Crash reporting (Fabric.io/Crashlytics/)

Store Analytics


Mobile products are available through respective stores, all these has their own analytical solution, with limited but growing list of features.

• Download statistics• InApp Purchase statistics• User data and retention data (Appstore 10%)• Review / Rating information

Tracking or conversion


Essential marketing tool using it on the right way holds extreme potentials.

• PreInstall history of users• Defining the user• Filterization option through the user lifecycle• Qualify advertisement channels• Return on Investment statistics• Enabling Technology for complex analytics!!

Traffic


Applying Traditional analytical tools to measure mobile products.Limiting Mobile possibilities into a traditional environment is a strained solution. Only good to compare performance but restricts the additional and available mobile data.

• Traffic generated by application is the subject of Analysis

• Distribution of users• Device level information• Global session and user information

• Possibility to follow events but only on application level not as individual interactions by users..

Audience Analytics


Most important step in Mobile analytics to raise the individual user to the basic unit of measurement.

• What my users are doing ?• Session by individual users• Drill és Funnel functions (Data Mining)• A/B testing• Engagement and loyality• Personagraph

Behavior Analytics


Analyzing the traffic of each individual user.

• Behavior Analytics• Completion of Personas• How my users are interact with my product ?• Validate features• A/B testing

Push Notifications


Essential communication tool, and also a source of valuable information

• Activate users, proportion of push enable users ? • Opening rate of push notifications• Geotargeting (reach users at location)• Deeplinking (drive users into a certain location in app)• Interactive Push (immediate response, best Call to Action)

Crash Reporting


Follow and analyize stability of application

• Record crashes• Crash statistics• Essential development indicator

Complex Analytics


Contains all mentioned functionality and gather information for immediate use through one universal interface.

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Mobile App Tracking in more details

Basic Problem


The Mobile conversion


Conversion on mobile is slightly different, easier to understand if thinking in layers.

• Mobile Tracking as a technology only measures conversion from advertisement activity, by measuring different sources.

• Thinking forward all other conversion can be originated back to the source, which means tracking is an enabling technology to qualify channels behind user acquisiton and understand value of acquired users.

• Through mobile and In App Purchases a continuous revenue stream can be achieved.

• Mobile Analytics enables „farming” type business models

Tracking benefits


Transparent ROI, performance marketing

Qualify advertisement channels

Creative effectiveness research (A/B Testing)

Target group definiton (planned and carefully segmented measurement)

LifeTimeValue

Tracking technologies


Technologies or methods used for attribution.

1. Device Identifiers – 100% match

2. Device Recognition - Digital Fingerprinting

3. Referers (passing data through HTTP)

There is no expressely mobile advertisement network in Hungary, only possible to use online ad networks with mobile targeting or international networks with Hungarian geo-targeing options.

Everything can be tracked


• QR Code – Visual Triggers.• Email marketing• Webpage• MobileWeb• SMS • Push Notification

All media can be tracked if the click and install happens on the same mobile device.

Evolution of payment methods


• CPM : Only reported by network

• CPC : Real performance cannot be measured

• CPI : Tracking enables the exact measurement

• CPA : Tracking and behavior analytics makes it possible. (Advanced Tracking)

Advertisers pushing mobile ad networks to continuous development and agencies to do more effective operation by driving their money in the

performance marketing direction.

Tracking Layers


Application Launch Period : 1 monthBudget : 20.000 USDGoall : User Acquisition

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Behavior Analysis and Personas

Behavior Analysis


Tracking and analyzing the individual data stream generated by each user. Searching for recurring patterns which can be considered as habitual actions.

Various ways in research:

• User Interviews

• AppSee, recording interaction, HeatMap

• Measure Events, statistics

• BigData Analysis, searching for repeating patterns.

Retention and Cohort Analytics


Analysing and comparing the behavior of selected group of users.

• Relative Vs absolut time• Users selected by installation date• Users selected by referral campaign• Essential marketing Indicator (following the user activity cycle, activate user at the

right moment.)

Drill and Funnel Analytics


Basic tools accessible from web interface for Audience segmentation and for scratching the surface of bigdata analysis.

Personas


Persona or protopersona identifes a stereotype user who meets a complex criteria set based on behavior patterns.

Commuter(3G/LTE, changing GPS coordinates, short session, portrait orientation)

The Couchsurfer(WiFi, chargeing, landscape orintation, fixed location)

Valuable Users


• Where can I find similar users ?

Tracking Information (where did I find them originally ?) :• 37% - 25+ Non Budapest – Man– FB… • 14% - 18-25 Budapest – Man…• 24% - 25+ Budapest – Man …• 25% - Unknown

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Audience and Targeting

The User


• 30-35 Woman from Budapest (Fb)

• Hungarian Speaking Doctor

• New User Acquired

• iPhone 5S device owner• A user of T-Mobile

• Mother of a child

• Installation date : 15th of Jun 2015

• Spending an average 1:23 seconds in the app , usually at the night• Last seen on 25th of October 2015

• Opens the with a 3 day frequency

• Converting 12 times with a sum of 345 USD• Push is enabled and has 40% Opening Rate

• Investment – revenue (ROI)

* Information is only relevant for specific application* Each App has a different data set for collection * Privacy issues may occur

Audience


Traffic generated by Application is always connected with an individual user data stream also. Individual data streams are part of the application traffic but can be segmented at all time by various filters.

• All data shown is available for each user!

• All data point are available as filterization options when segmenting audience.

• Behavior patterns in unique data streams, device level information and Profile parameters can be used with equal weight when creating filter.

Retargeting


In mobile environment retargeting is slightly different.

1, Negative targeting when we restrict advertisement activity from users we already reached.

2, Profile Driven when target group is segmentedpersonal information

3, Behavior Drive when target group is segmentedby a certain and recognizable behavior.

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Solution is complex analytics

Complex Analytical solution


Providing an end-to-end solution for marketers.All mentioned functionality can be found through one unified dashboard.

• Collecting and analyzing data from devices• Audience Profiling• Creating and completing Personas• Audience segmentation• Qualify advertisement channels• Target and activate users immediately, follow their activity• Export data for external use* An individual module of a complex analytical solutions cannot compete with a product made to solve specific problem.

MAT demo


Introducing MAT

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Question and Answer

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Mobile Analytics Meetup Shortly

In case of interest please register onwww.planetoftheapps.hu

http://www.planetoftheapps.hu/

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Thanks for your attention !!For more information : Balázs Álmos

0036 30 630 03 86

Internet

Planet of the apps on Hwsw mobile! 2015