Engage 2013 - Mobile Measurement Tactics
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Transcript of Engage 2013 - Mobile Measurement Tactics
Mobile Measurement Paul Lawbaugh
Program Manager, Webtrends
Agenda
• Mobile SDKs: Intro and Howto • Anatomy of modern apps • Hybrid Content • Cross-channel Visits • Reports and Dashboards • Top 5 take-aways
INTRODUCTION Mobile Measurement with Analytics 10
Insight Across Your Digital Channels""Reporting and analytics data for all of your channels (standard/mobile web, mobile apps, social, etc…) should be available within a single tool
Data Beyond The Tag""Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes, YouTube, etc.) should be integrated with your 1st Party data"
• Monitoring of adoption and top line performance!
!• Assessing top drivers of traffic and
refining the site/app to increase traffic
from those channels!!• Prioritizing design/implementation
decisions based on device data!!
• Optimizing the user experience to decrease abandonment!
!• Personalizing the mobile site/app to
increase engagement and lift!
!"
Mobile Strategy: Common Areas of Focus!
Mobile Strategy: Questions & Data Points!Are people finding and using your Mobile properties?"ü Downloads!ü Total Users/Visitors!ü Active User/Visitor Rate!ü New VS Returning Users/Visitors!
How engaged and loyal are your Mobile users?"
ü Visit/Session Frequency!ü Visit/Session Depth!ü Visit/Session Duration!ü Bounce Rate!
Are your Mobile users engaging in high value activities?"
ü User/Visitor Characteristics!ü User/Visitor Segments!ü Key User Activities!
How do you retain users and encourage usage?"
ü Stickiness!ü Feature Usage!ü Traffic Drivers!ü User/Visitor Feedback!
MOBILE SDKS Mobile Measurement with Analytics 10
developer.webtrends.com > “Data IN” > “Mobile App SDKs”
Platforms
• iOS (iPad and iPhone) • Android (1.6 and up) • Blackberry (Java) • Windows Phone 8 (and 7)
Convenience Methods
Configuration Settings
iPhone Step 1: Import Library
iPhone Step 2: DCS ID
iPhone Step 3: Import Frameworks
iPhone Step 4: App Delegate Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code Snippets.rtf”
iPhone Step 5: Convenience Methods Insert Convenience Methods for more advanced events as desired
See Paul’s “SDK – iPhone Code Snippets.rtf” for examples
CROSS-CHANNEL & HYBRID APP MEASUREMENT
Mobile Measurement with Analytics 10
© 2012 Webtrends, All Rights Reserved. | 19
What is a Hybrid Mobile App?
Hybrid apps run inside a
native container, and
leverage the device’s
browser engine to render
the HTML and process the
JavaScript locally.
Native + Mobile Web Hybrid
© 2012 Webtrends, All Rights Reserved. | 20
Hybrid Mobile App Benefits ü Faster time to market and reduced cost.
ü Less native coding required ü HTML5 developers are typically easier to find and less
expensive than native developers.
ü A reduction in native coding usually results in more reusable
code across platforms as the HTML5/JS/CSS code base can
be utilized across platforms.
ü Maintenance costs are usually lower.
ü App update approval submissions can often be
dramatically minimized.
ü The web-to-native abstraction layer enables access
to device capabilities that are not accessible within
mobile web applications, such as the
accelerometer, camera and local storage.
Measurement Challenges ü Both sets of data cannot always be collected and/or
combined. • Native: Measurement is usually handled via SDKs
• Mobile Web: Measurement is typically handled via JavaScript Tagging
ü When you can collect both data types, the IDs are usually
not synced up.
ü The end result is either missing data or the inability to tie
the data together when you are able to collect both.
ü When you cannot tie that data together, you are not
getting a true picture of what is happening within your
hybrid apps or with the traffic that is flowing between your
mobile experiences.
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
Red Text = Hybrid Content Blue Text = Cross-Channel Scenario
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video
Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!
Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video
Matching User and Session ID across App and web requests
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!
User starts on Web: Groupon, m., email or other site.
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!
Link click (1st or 3rd party) launches mobile app
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!
Link click (1st or 3rd party) launches mobile app
Content Relevant in Mobile Analytics
Cross-channel Conversion Details: hotel chain, image selection or hotel features
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!
Conversion Event Which elements influence conversion? VDM profiles user segment for optimize & targeting
Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!
User session must match from acquisition - conversion
WebView or online checkout
Cross-channel JavaScript
App Referrals WT.fr on conversion events WebtrendsDataCollector.firstReferrer() iOS Launch referral didLaunchWithOptions Register CURL (custom URL) info.plist > add url > reverse domain convention myapp://
True Visitor Level Data & Segmentation""The collection of visitor attributes/events and the ability to score, segment, and ultimately act upon data at the individual level is one of the keys to true success across your channels"
Privacy Concerns & Solutions ü Default to most private: randomly generated ID
ü Device ID optional ü Apple’s deprecation of UDID and MAC addresses due to inability
of users to control how they are being profiled
ü Recommended Approaches: ü Be transparent in your policy. Make sure your privacy policy is
accurate and up to date.
ü Use a app specific ID if you do not need cross app identification.
ü If you do need to use a cross app/platform identifier, do not use a
device specific ID that cannot be cleared by the end user.
ü Always provide an easy opt-out option.
DASHBOARDS AND REPORTS Digital Measurement with Analytics 10
Custom Reports
Custom Reports
Webtrends & 3rd Party Data for Mobile Spaces
• What’s Included?!» Key Metrics !
• Downloads!• Revenue!• Updates!• Installs!• Ratings!
» Break-Out Reports!• iOS Ratings!• iOS Sales + Trends!• GP Installs: App
Versions!• GP Installs: Carriers!• GP Installs: Countries!• GP Installs: Devices!• GP Installs: Locales!• GP Installs: OS!• GP Sales: Cities!• GP Sales: Countries!
CUSTOM DATA WITH DATA COLLECTION API
Mobile Measurement with Analytics 10
Sample App – Data In http://developer.webtrends.com/docs/DOC-1205
DC API HowTo • An example walkthrough using Fiddler follows the
step details • DC Requests follow our Open Exchange REST
precedent: • http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain
DC API HowTo • Address: dc.webtrends.com • Version: v1 (when we release new versions, previous
will remain active) • DCS ID: [A valid WebTrends DCS ID] - If you are
testing/debugging, create a test DCS data source • DCSFormat: plain, XML
“Format” specifies the return request format You still need a request header to ID the POST data
• [optional] DCSVerbose=true
DC API HowTo Step 1: Form a Base DC Request with your DCSID:
• http://dc.webtrends.com/v1/dcst2axhq00000oqoz417slqm_2m2n/events.svc?dcsformat=plain&dcsverbose=true
DC API HowTo Step 2: Header Content
• You will also need to specify in the request header the format of the POST data you are sending.
• Currently we are only supporting text formatted data (no XML in the POST body just yet):
• Content-Type: application/x-www-form-urlencoded
DC API HowTo Step 3: Form the content of the POST
• “Core” Required Params in POST body: • •dcsuri= (URI stem) • •dcsua= (useragent string) • •WT.ti=[pagetitle] • •WT.co_f= one of the several visitor ID parameters
WebTrends supports (see docs for full details) • •WT.tz=-8 (time zone) this is optional but a good practice • •WT.co=yes this is a fixed value needed to validate the hit
Put all of these parameters into a single & joined string like: dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android... Remember to URL encode special characters you want to include in the values like spaces = %20.
DC API HowTo Step 4: Testing in Fiddler
• Fiddler is a free open source tool for sending and monitoring http and other protocol requests.
• Our use case is to allow you to send a POST and easily view the return response from the WebTrends server
• Get Fiddler2 @ http://www.fiddler2.com/fiddler2/version.asp
• Open Fiddler • Click on the "Request Builder" tab • Insert the data from Steps 1-3 as created above • Click execute
DC API HowTo Step 5: Debug the Results
• Double click on the results shown in the Web Sesssions window after you execute the request.
• The details it will show include the full POST you made, the header sent and a parsed return from the server.
• One of the details WebTrends returns is a version and build number in case you are running into trouble with a beta server
Additional Parameters
https://developer.webtrends.com/community/dc/blog/2011/02/03/preview-how-do-i-create-my-own-sdk-for-platform
Mobile App SDKs • App Analytics are critical part of ROI strategy • Use Webtrends Convenience methods: content
views, search, ads, products, etc.) • Create Cross-channel ROI strategy (site, to app, to
site) • Evaluate your hybrid content needs (embedded
webviews, images, etc. in native apps) • Add some custom reports!
Top 5 Take-Aways!
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& Speakers/ Panelists