Post on 14-Apr-2017
Mobile App Marketing - Kennzahlen und Best Practices
Ole Bahlmann — Independent Digital Analytics Consultant
@ole_b #eMetrics
Über mich
Berlin, Germany
Online seit 1994 Digital Analytics seit 2006 Freelance Consultant seit 2014
Tutor für das deutsche UBC/DAA Award of Achievement in Digital Analytics Programms.
Dies ist kein
TOP 10 KPIs für Deine Mobile APPS
talk. @ole_b #eMetrics
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http://slideshare.net/a16z/mobile-is-eating-the-world-40841467
Mobile ist anders!
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Install attribution @ole_b #eMetrics
Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign
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In-App events @ole_b #eMetrics
Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone
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Campaign Measurement
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Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad
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Screen Flows @ole_b #eMetrics
Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion
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Conversion Funnels @ole_b #eMetrics
Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion
Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
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User testing @ole_b #eMetrics
Mobile KPIs:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion
Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR Satisfaction Score
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User/device demographics @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/…
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Cohort Analysis @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/…
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Bug Tracking
@ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session
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A/B testing @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance
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Heat Maps @ole_b #eMetrics
App Store Analytics @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version
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Sentiment Tracking @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS
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Keyword Performance @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS Keyword Ranking Search Volume/Keyword
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cpu/battery/network performance analysis @ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS Keyword Ranking Search Volume/Keyword CPU/IO CPU/GPS CPU/Network
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LTV modelling
@ole_b #eMetrics
Mobile Metrics:Downloads/Campaign Signups/Download Signups/Campaign Sales/Campaign Milestones/Session Milestones/User Time to Milestone Ad CTR Ads/Session Exits/Ad Task Completion Rate Error Rate Time to Task Completion Signup/Launch Opt-In/Signup Address Import/Signup Purchase/Shopping Cart Push CTR
Satisfaction Score User Age/Gender/Geo/Device/… Crashes/Session Test Variant Performance Downloads/Country Sales/Country Rating/App Version NPS Keyword Ranking Search Volume/Keyword CPU/IO CPU/GPS CPU/Network Cost/User Revenue/User/Year User Lifespan
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Pirate MetricsDave McClure
DuPont Value Driver TreesEntwicklung in 1914 Business School 101
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KPI Driver Trees Beispiel
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DAU
retention
acquisition
downloads
onboarding
difficulty
extra items
push notifications
fun
HEART Framework
HappinessEngagementAdoptionRetentionTask Success
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Goals Signals MetricsHEART Framework
HappinessEngagementAdoptionRetentionTask Success
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HappinessEngagementAdoptionRetentionTask Success
Goal Signal Metric
Happiness
Engagement
Adoption
Retention
Task Success
HEART Framework
Nochmal:
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1. Kenne Deine Werkzeuge 2. Kenne die Treiber für Deine App 3. Definiere Ziele für Deine App 4. Identifiziere Signale für die Ziele 5. Entscheide Dich für Metriken für die Signale