MA R SHA L L SPO NDERFA SHIO N INST ITUTE O F T E CHNO LOGYWE B ME TR ICSGUR U INC
Mobile is creating big challenges and opportunities.
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
How to 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
Best Practice: Chose A Product That Includes Campaign Management Functionality Built In
Easily 40 Analytics Products Specific To Mobile
ConfigurableDashboard
Trend Analysis
FunnelAnalysis
CohortAnalysis
CampaignAnalytics
Drill DownSegments
Cost
Google Analytics
★★ ★★ ★★ ★★ ★★ N/A Free
Flurry ★★ ★★ ★★ ★★ ★★ N/A Free
Apsalar ★★ ★★★ ★★★ ★★★ ★★★ ★★★ Free
Localytics ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ $95/monthFor 1 app
MixPanel ★★★ ★★★ ★★★ ★★★ Unclear ★★★ EnterpriseModel
Kontagent ★★★ ★★★ ★★★ ★★★ ★★★ ★★★ EnterpriseModel
How to Assess Various Mobile Analytics Products
Flurry
Free / Market Leader
• Excels at in-application engagement
• Custom events
What’s Lacking
• Meaningful Segmentation
• Support for Cohort Analysis
• Customer-centered Funnels
Localytics
Enterprise Products
Vanity Metrics
• Number of app downloads• Total number of sessions• Total number of first time users
DAU – Unique Users
For Mobile Applications• Downloads are not enough• Need to drive 1x usage – an astounding 25% of people download an app and use it
1x only• Need to drive 3x usage – what the industry defines as loyalty
Mobile is the only media time that is growing
45%$
25%$
17%$
9%$
7%$
4%$
44%$
26%$
16%$
8%$ 8%$
6%$
43%$
26%$
15%$
7%$ 7%$
9%$
42%$
26%$
14%$
6%$5%$
12%$
38%$
20%$
12%$
4%$5%$
20%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
35%$
40%$
45%$
50%$
TV$ Online$ Radio$ Print$ Other$ Mobile$
Source:(eMarketer,(August(2013(
U.S.$Consumer$Media$Consump2on$Share$
2009$ 2010$ 2011$ 2012$ 2013$
0
20
40
60
80
100
120
140
160
Amazon
eBay
Wal-Mart
Apple
Target
BestBuy
TheHomeDepot
Ticketmaster
Etsy
Lowes
(Millions)
Source:comScore
LeadingRetailers'DigitalAudiencePopula onByDevice
DesktopOnly Desktop+Mobile MobileOnly
Retailers are seeing huge mobile audience gains …
Mobile is now ~25% of e-commerce traffic…
PC
Tablet
Smartphone
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q12011 Q22011 Q32011 Q42011 Q12012 Q22012 Q32012 Q42012 Q12013 Q22013 Q32013 Q42013
Source:Monetate
EcommerceWebsiteTrafficByDevice
Over 1/5th of Internet traffic is now from mobile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec-08
Apr-09
Aug-09
Dec-09
Apr-10
Aug-10
Dec-10
Apr-11
Aug-11
Dec-11
Apr-12
Aug-12
Dec-12
Apr-13
Aug-13
Dec-13
Source:StatCounter,December2013
GlobalInternetTrafficDesktopVs.Mobile
Mobile video is booming…
0
1
2
3
4
5
6
7
8
2011 2012 2013 2014 2015 2016 2017
MillionsofTerabytesPerMonth
Source:Cisco,2013
GlobalMobileVideoTrafficWillCon nueToSurge
Pandora
85%
65%
Twi er
80%
0%
25%
50%
75%
100%
2008 2009 2010 2011 2012 2013E
%ofTrafficfromM
obile
Source:MaryMeeker,KleinerPerkins,companies,BIIes mates
MobileUsage:Pandora,Twi er,Facebook
Social and music are now mostly mobile
Mobile is driving all of Facebook’s revenue growth
TotalAdRevenue
MobileAdRevenue
$0
$500
$1,000
$1,500
$2,000
$2,500
1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13
Millions
Source:Facebook
FacebookAdRevenues
We spend 1 hour a day on our smartphones
Other10%
VisitWebsites15%
Games9%
SocialNetworking17%
Talk28%
Text21%
BreakdownOfTheAverageSmartphoneOwner'sDailyTime-Spend
OnAverage,U.S.SmartphoneOwnersSpend58MinutesDailyOnTheirPhones
Source:ExperianMarke ngServices,May2013
Source: comScore, Telefonica, Macquarie Capital (USA), December 2011
Each device has a different “prime time”
Share Of Device Page Traffic Over A Day:
~80% of smartphones run Android
Android
AppleiOS
Microso
BlackBerry
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q32009
Q42009
Q12010
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
ShareofGlobalUnitSales
Source:IDC,StrategyAnaly cs
GlobalSmartphoneMarketShareByPla orm
What’s Next?
PCs are now small share of connected devices…
PersonalComputers
Smartphones
Tablets
SmartTVs
Wearables
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E
Units
Source:Gartner,IDC,StrategyAnaly cs,CompanyFilings,BIIntelligenceEs mates
GlobalInternetConnectedDeviceShipments
Almost 1 billion smartphones shipped in 2013
Samsung
Apple
Huawei LG
Lenovo
SonyEricsson
ZTE
NokiaWindowsPhone
BlackBerry
HTC
Motorola
Other
0
25,000,000
50,000,000
75,000,000
100,000,000
125,000,000
150,000,000
175,000,000
200,000,000
225,000,000
250,000,000
275,000,000
300,000,000
325,000,000
Q12009
Q22009
Q32009
Q42009
Q12010
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
UnitsShipped
GlobalSmartphoneShipmentsByManufacturer
Source:BIIntelligenceEs mates
Where We Are…Devices
• PCs
• Tablets
• Smartphones
• Connected TVs
• Connected Cars
• Wearables
Where We’re Going…’Things’
• Smart homes
• Smart cities
• Smart offices
• Smart factories
Mobile is enabling new forms of entertainment, communication,
media, and commerce.
Mobile check-ins are flat
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11
Foursquare Check Ins are dropping
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11
CHART: Android Browser Gains In Global Mobile Web Usage
https://mail.google.com/mail/u/0/#search/business+insider/142380352479c6b3
CHART: Android Browser Gains In Global Mobile Web Usage
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11
Local-Mobile Services Are Improving The Lives Of Consumers, And Rewriting The Rules For Online Marketershttps://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11
Types of Mobile Campaigns
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11
Users still research online but often prefer to purchase in the store, but that is changing
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11
In the United States, mobile doubled its share of digital ad spend to 15% of the
total.
Ad exchanges, supply-side platforms, and mobile ad networks are all reaching for
scale and the latest ad technology. Increasingly, the lines between them are
blurring.
Programmatic is growing at a fast clip in the United States, 56% annually by some
estimates. And within programmatic, real-time bidding is particularly influential.
The rise of programmatic is leading to a reshuffle of the entire industry. Many of this
year's mergers and acquisitions in mobile ads can be traced to the rise of data-
focused programmatic ad trading.
Many media agencies and media planners are still locked into their comfortable
one-on-one, non-automated relationships with traditional ad
The New Mobile Ecosystem
Google Analytics Mobile App Analytics tracking
http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24
Google Analytics Mobile App Analytics tracking
http://www.slideshare.net/bvictor/google-mobile-app-analytics?from_search=24
Driving Consumer Insight With Mobile Analytics
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
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