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 engage listen the conversation on existing networks to understand understand the tap into existing harness the power to transform the overall create an owned hub social customer social networks drive business impact customer experience vince baskerville | @whoisvince

realize your brand nation prove enterprise suite integration the business value guide employee participation solutions the conversation KPI dashboards social marketing engage community social commerce on existing networks widgets social support listen mobile social innovation to understand level up social media monitoring

questions & vote vince baskerville | @whoisvince

vince baskerville | @whoisvince

vince baskerville | @whoisvince

web metrics hover entry / exit • • clicks page views • • above / below fold browsers • • heat maps operating systems • • page load network speed • • time on page ... etc • • vince baskerville | @whoisvince

vince baskerville | @whoisvince

vince baskerville | @whoisvince

understand the story 1st Text before mining for data vince baskerville | @whoisvince

what’s so special about mobile • over 1 billion smartphones in use worldwide • it took us 16+ years to pass 1 billion, but only 3 yrs to the next bill. 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 vince baskerville | @whoisvince

mobile web mobile app Session tracking done primarily through Session tracking done primarily through cookies & JavaScript UDID / adertisingIdentifier (iOS6) Measurement model centered around page Measurements focused more on deep views, referrals, search & visits engagements, nav funnels, up-charges Unique visitors are tied to server IP Can track ‘anonymous’ users 100% with addresses or logins accuracy Things get really, really complicated if using can break down per device; +/- for media queries Android heavy fragmentation vince baskerville | @whoisvince

vince baskerville | @whoisvince

It’s impossible to get real time data from a phone that’s not always on or in range of a cell tower vince baskerville | @whoisvince

Flurry.com vince baskerville | @whoisvince

Application Delegate #import "Flurry.h" - (void)applicationDidFinishLaunching:(UIApplication *)application { [Flurry startSession:@"YOUR_API_KEY"]; //your code } vince baskerville | @whoisvince

MixPanel.com vince baskerville | @whoisvince

how engaged are your users vince baskerville | @whoisvince

mobile metrics categories • content • biz funnels • user behavior • technical • people / location • elements / ui vince baskerville | @whoisvince

content • screens • ads • unique visitors • in-app purchases • page / layout views • funnels vince baskerville | @whoisvince

content vince baskerville | @whoisvince

content vince baskerville | @whoisvince

content vince baskerville | @whoisvince

user behavior • user paths • frequency • exits / bounce rate • touch events vince baskerville | @whoisvince

user behavior vince baskerville | @whoisvince

people / location • new / active users • geographic usage • user segments • session length • demographics vince baskerville | @whoisvince

people / location vince baskerville | @whoisvince

engagement • frequency of visit • duration • depth of visit • lifecycle metrics vince baskerville | @whoisvince

technical • devices • benchmarks • carriers / speed • version adoption • errors / bugs • os / firmware • cross-app usage vince baskerville | @whoisvince

elements / ui • a/b tests • e-commerce • cta conversions vince baskerville | @whoisvince

3 engagement load types Cognitive Visual Motor vince baskerville | @whoisvince

Cognitive in relation to thinking and the users memory; high human energy & attention vince baskerville | @whoisvince

Visual pertaining to the users perceiving, noticing the ui / ux flow vince baskerville | @whoisvince

Motor physical actions; using the keyboard, scrolling, pinching, zooming, etc vince baskerville | @whoisvince

cognitive loads are the *most expensive* — take lots of human energy while motor loads are least expensive vince baskerville | @whoisvince

vince baskerville | @whoisvince

vince baskerville | @whoisvince

vince baskerville | @whoisvince

when you lower all the loads you are also lowering engagement and entertainment. vince baskerville | @whoisvince

vince baskerville | @whoisvince

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