Mobile

Analytics

A full service digital agencyISITE Design

MOBILE ANALYTICSBrands are competing for your customers time in more innovative ways with mobile analytics at the helm.

1.03 BILLIONSmartphones worldwide50%Of all internet connections

BY

2014Mobile internet usage should top desktop internet usage

Spent on mobile advertising and promotions in the US

$56BY 2014

$9IN 2010

BILLION

BILLION

1/2 Of all local

searches are performed on mobile devices

Where do mobile devices get used?MOBILE ACCESS

[ ]

Typical mobile traffic breakdownMOBILE DEVICES

Mobile Analytics vs. Web AnalyticsKEY DIFFERENCES

• Apps don’t have “pages”

• Unique visitors with Device ID more reliable

• Not all devices support JavaScript

• Standards for apps haven’t been established

• Location services limit geographic data

• Traffic source and campaigns are hard to track

• Completely different code across devices

• Mobile use more is time and location specific

Taking mobile analytics for a spinPHOTOBLASTAPP.COM

Goal : Create a kick-ass native iPhone app that showed off the mobile development skills of ISITE Design and share it with the world.

KPIs : Downloads, Time with Brand, User Retention, Shares, In-App purchases

Remember these guys?

GPS enabled apps could provide location profiles

Bar/ RestaurantsWorkSchoolHomeMetro Areas

WHERE DO WE PROMOTE IT?

Mobile analytics can tell us if people are photoblasting

Before workDuring workAfter workAround mealsWeekends

WHEN IS IT USED MOST?

Mobile analytics can tell how much people use and share it.

Photos per sessionSessions / WeekSessions / UserSharesPhoto pack purchases

IS IT FUN ENOUGH?

Analytics can help us save money and improve customer experience

Licensing images is expensiveWe want to keep the app light weightWe want to keep people engaged

WHAT PACK IS THE BEST?

Many have tried…MOBILE ANALYTICS TOOLS

….few are freeGOOGLE & FLURRY

• Simple SDK• Custom Segments• Custom Events• Devices• Custom Dashboards• Male/Female & Age Demographics• Interest Categories• Personas• Web data not in same system as

mobile data

• Simple SDK• Custom Segments • Custom Events• Custom Variables• Devices• Custom Dashboards• Goals• In-App Purchase Reports• Engagement Flow• Web data in same system as mobile data• Multi-Dimensional Analysis• Admob integration

It’s not just like tagging a regular websiteMOBILE ANALYTICS SDK

• Screen Tracking on iOS: GAITrackedViewController replaces UIViewController• “Snippet” like tacking code goes in app delegate and persists through entire app

Google Analytics for Mobile BETAGETTING STARTED

Google Analytics for Mobile BETADOWNLOAD SDK

Google Analytics for Mobile BETAAPP OVERVIEW

Google Analytics for Mobile BETAAPP VERSIONS

Google Analytics for Mobile BETAENGAGEMENT FLOW

Google Analytics for Mobile BETAVALUE OF ENGAGEMENT

Google Analytics for Mobile BETAVALUE OF ENGAGEMENT

Google Analytics for Mobile BETAEVENT TRACKING

….few are freeGOOGLE & FLURRY

• Simple SDK• Custom Segments• Custom Events• Devices• Custom Dashboards• Male/Female & Age Demographics• Interest Categories• Personas• Web data not in same system as

mobile data

• Simple SDK• Custom Segments • Custom Events• Custom Variables• Devices• Custom Dashboards• Goals• In-App Purchase Reports (Revenue)• Engagement Flow• Web data in same system as mobile data• Multi-Dimensional Analysis• Admob integration

….few are freeFLURRY DEMO

KPIs and Segments for mobile apps are not usually the ones that come out of the box.

ODSHEALTHCARE

KPI’s:• % of customers• Phone calls• myODS users• Support Calls• Loyalty• Satisfaction

Segments:• Location• Age group

ColumbiaBRANDS

KPI’s:• Time with brand• Lifespan• Sessions / Week• Shares• E-com Assist

Segments:• Activities• Age group• Frequency• Seasonality

ViXE-COMMERCE

KPI’s:• AOV• Revenue• Orders / Time• Orders / Session

Segments:• Age• Male/Female• Purchase history• Location• Time of Day• Product Cat

Chinook BookLIFESTYLE

KPI’s:• Coupons Used• New Accounts• Ad Clicks

Segments:• Age• Purchase history• Location• Time / Day• Coupon Cat

“Mobile” doesn’t means a device or screen size, it means your location changes.

What’s next for mobile analytics?LOCATION ANALYTICS

PROBLEM A photo sharing app is having a difficult time selling ads to national restaurants as their app isn’t an obvious fit for that target market.

SOLUTION Using Location Analytics, the app sales team is able to highlight that 55% of its users are nearby a restaurant or bar when they are interacting with the app. This information helps the company close a number of high value deals in markets that were previously considered cold.

PROBLEM Product Manager sees a use case for adding voice controls to their mobile app, but doesn’t have hard numbers to justify the feature.

SOLUTION After implementing Location Analytics the Program Manager discovers that 42% of their users are in transit and another 19% of users are walking when interacting with the app. Using this data, the Program Manager easily makes the case for adding in voice controls. This not only improves safety, but app store ratings

PROBLEM A Bar Code Scanning App is seeing an uptick in new users in the last month, but the retention rate is half that of previous users. The team is mystified as to why this is occurring.

SOLUTION Reviewing the Location Analytics reports, the company discovers a significant uptick in activity nearby Grocery Stores in the past 30 days. The company quickly realizes that they aren’t setup to support grocery items, and quickly moves to support that type of good, leading to a higher retention rate of new users.

Source: www.placed.com

What’s next for mobile analytics?LOCATION MARKETING

What if you were walking by your favorite coffee shop and you got a notification with a coupon at that very moment?

What’s next for mobile analytics?MULTI TOUCH ANALYTICS

HTTP://BIT.LY/PTA7JYGet the GA SDK beta

QUESTIONS…You probably have

WWW.ISITEDESIGN.COMrsummers@isitedesign.com

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