Driving Consumer Inisghts with Movile Analytics
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Transcript of Driving Consumer Inisghts with Movile Analytics
Driving Consumer Insights with Mobile Analytics
Thom CraverTechnical SEO & Digital Analytics Strategist
#SESNY@ThomCraver
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
My Agenda1. Mobile Web vs. Native Mobile App• How to choose• How to measure (Google Analytics)
2. Mobile App Metrics3. Case Study
Google Analytics – Why?
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Where Do You Start?Mobile Web• Mobile-themed Website designed for smaller screens
Responsive Design• Your Website designed to auto-size based on browser
Mobile App (Native)• Native to the operating system• Written in code (Objective C, Java)• Cheat: Mobile website in a “generic” browser
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Which Do You Choose?
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
What Need for Which Audience?
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
What do you measure?Responsive Design• Pages, events, goals the same as any other website.
Mobile Web• Pages, events, goals often on a separate subdomain
Mobile App• Pages (screens), events, goals, ID-specific• Versions, Usage, Crashes• Devices and OS Used
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Measuring Mobile Websites• m.yourdomain.com• yourdomain.mobi
1. Turn on subdomain or multiple TLD tracking2. Set up profiles for mobile, non-mobile• Keep original profile unchanged!
3. Add filters to profiles (not the original!)
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Turn on Subdomain / TLD Tracking
XXXXXXX
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Create Profiles
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Add Filters
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Measuring Mobile Web
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Mobile App• Development Strategy• How you Build -> Measurement options
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
PlatformsRapid development, but web-like• PhoneGap• Appcelerator• MoBase• Kurogo
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Mobile App Analytics – How to?1. Create Profile
2. Signup (Beta) & Download SDK
3. Include code
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Create a Mobile App Profile
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Signup URLhttp://services.google.com
/fb/forms/mobileappanalyticsbeta/
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Measuring Mobile – What Metrics?In-App usage• Screens, Events, Goals• How Often• Average Screens/Session, Session Length• Goals completed
Store Metrics• How discovered• Downloads / Installs / Uninstalls• Crashes, Devices and Versions – Oh My!
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
In-App Measurement
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
App Acquisition and Store Metrics
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Version Control
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Crashes! User Experience!
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Segmenting for Meaning…• Mobile vs. Non-Mobile• Tablets vs. Phones• Service Providers• Referrals• Location
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Case Study: Mobile Web Launch• Which metrics to measure?
• Who cares?
• Business Objective?
• Statistical significance?
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
University Web vs. Mobile Web
10/5/07 10/15/07 10/25/07 11/4/07 11/14/070
500
1,000
1,500
2,000
2,500
3,000
3,500
Date
Mob
ile V
isits
10/5/07
10/10/07
10/15/07
10/20/07
10/25/07
10/30/07
11/4/07
11/9/07
11/14/07
0
50
100
150
200
250
300
350
400
450
500
Date
Visit
s
Mobile site visits over the same time
Main site visits over time (academic term)
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
What Is Your Objective?
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
No Goal Values? Get Crafty!Dining Services• Sales uptick? Most viewed locations• Less line times?
Event Coordinators• Better attendance at events?
Search Query Data• What info are stakeholders not finding?• What’s most important to students?
@ThomCraver #sesny
New York| March 25–28, 2013 | #SESNY
Summing up…Choose & measure based on business objectives• Acquisition: Your new users and what drives
them to your app• User: Demographic info about users• Engagement: What they do and how your app
performs (or crashes and burns!)• Conversions: Business outcomes in your app• Segment for better meaning!
Thank You!Marcia is up next
Thom CraverTechnical SEO & Digital Analytics Strategist
#SESNY
@ThomCraver