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Mobile Analytics
Making sense from data your users give you
Presentation by: Vincent Baskerville | @whoisvince
Mobile, Metrics & Mayhem Mobile Analytics Making sense from - - PowerPoint PPT Presentation
Mobile, Metrics & Mayhem Mobile Analytics Making sense from - - PowerPoint PPT Presentation
Mobile, Metrics & Mayhem Mobile Analytics Making sense from data your users give you Presentation by: Vincent Baskerville | @whoisvince vince baskerville | @whoisvince realize your brand nation prove the business value guide
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vince baskerville | @whoisvince
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vince baskerville | @whoisvince understand the social customer tap into existing social networks create an owned hub harness the power to drive business impact transform the overall customer experience
listen
to understand
guide
the conversation
prove
the business value
realize
your brand nation
engage
- n existing networks
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level up
widgets mobile
community
social marketing social commerce social support social innovation
solutions
enterprise integration employee participation KPI dashboards
suite
prove
the business value
realize
your brand nation
engage
- n existing networks
guide
the conversation
listen
to understand
social media monitoring
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questions & vote
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- hover
- clicks
- above / below fold
- heat maps
- page load
- time on page
- entry / exit
- page views
- browsers
- perating systems
- network speed
- ... etc
web metrics
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Text
understand the story 1st before mining for data
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what’s so special about mobile
- over 1 billion smartphones in use
worldwide
- it took us 16+ years to pass 1 billion, but
- nly 3 yrs to the next bill.
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vince baskerville | @whoisvince
what’s so special about mobile
- 3.2 billion people (46% of population of 7
billion) have *at-least* 1 active cell phone
- 800 million without include elderly, disabled,
unemployed, babies and a few zombies
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vince baskerville | @whoisvince
mobile web mobile app
Session tracking done primarily through cookies & JavaScript Session tracking done primarily through UDID / adertisingIdentifier (iOS6) Measurement model centered around page views, referrals, search & visits Measurements focused more on deep engagements, nav funnels, up-charges Unique visitors are tied to server IP addresses or logins Can track ‘anonymous’ users 100% with accuracy Things get really, really complicated if using media queries can break down per device; +/- for Android heavy fragmentation
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It’s impossible to get real time data from a phone that’s not always on or in range of a cell tower
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Flurry.com
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Application Delegate
#import "Flurry.h"
- (void)applicationDidFinishLaunching:(UIApplication
*)application { [Flurry startSession:@"YOUR_API_KEY"]; //your code }
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MixPanel.com
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how engaged are your users
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mobile metrics categories
- content
- user behavior
- people / location
- biz funnels
- technical
- elements / ui
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content
- screens
- unique visitors
- page / layout views
- ads
- in-app purchases
- funnels
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content
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content
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content
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user behavior
- user paths
- exits / bounce rate
- touch events
- frequency
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user behavior
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people / location
- new / active users
- user segments
- demographics
- geographic usage
- session length
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people / location
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engagement
- frequency of visit
- depth of visit
- lifecycle metrics
- duration
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technical
- devices
- carriers / speed
- errors / bugs
- cross-app usage
- benchmarks
- version adoption
- os / firmware
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elements / ui
- a/b tests
- e-commerce
- cta conversions
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Cognitive Visual Motor
3 engagement load types
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in relation to thinking and the users memory; high human energy & attention
Cognitive
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pertaining to the users perceiving, noticing the ui / ux flow
Visual
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physical actions; using the keyboard, scrolling, pinching, zooming, etc
Motor
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cognitive loads are the *most expensive* — take lots of human energy while motor loads are least expensive
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when you lower all the loads you are also lowering engagement and entertainment.
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