'How we used analytics to increase downloads' - Simon Kendall at App Promotion Summit Berlin
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As seen in 1 ADEVEN.COM BEYOND THE INSTALL Nov 28th, 2013
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20-Oct-2014 -
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description
Adeven is a mobile analytics and verification company based in London and Berlin. They provide business intelligence for app marketing campaigns with for over than 100 corporate clients globally. As a product manager, Simon translates performance feedback into technical and marketing strategies by tracking and developing key business KPIs. He is studying Economics and Statistics at the Uppsala University.
Transcript of 'How we used analytics to increase downloads' - Simon Kendall at App Promotion Summit Berlin
As seen in
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ADEVEN.COMBEYOND THE INSTALLNov 28th, 2013
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS 2
The Swedish connectionSimon Kendall
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201220111992
SÖDERTÄLJE STOCKHOLM BERLIN
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS 3
500Bottles of wine/day
350Journeys/day
400Pieces of furniture/day
*Data based on adeven server information/Sep 2013
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS 4
adeven has over 100 corporate clients globally
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS 5
INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
Different verticals, distinct metricsDefine metrics to mirror desired behaviour
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Publishing Dating Commerce
contentconsumption
socialinteraction
productbrowsing
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
The app lifecycle Every stage has different KPIs to focus on
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Growth Monetization Migration
+ Average revenue per user (ARPU)
+ Conversion+ Retention+ Social+ Sign up
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS 8
Don't overdo it.
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INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
Define me a sessionTracking 101 isn't enough
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SESSION SESSION
BLAHPP APPROPE
PUSH
RIGHTS
NOTIFICATIONS
PUSH
BACKGROUND
SESSION
FATAPP
VIEW SWITCH
CONTEXTS
MULTITASKING
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
30 minutes is 30 minutesIntelligent SDKs should understand usage natively
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30min
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INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
Not just comparable KPIs - comparable users.
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1937 2013
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37 Wk 38
Users age like fine wineErase interference with cohort analysis
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Revenue by week
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INTRODUCTION
MEANINGFUL METRICS TO MEASURE
COMPARABLE KPIs
COHORT ANALYSIS
SUMMARY
BUSINESS INTELLIGENCEFOR MOBILE APPLICATIONS
Keep in mind ...
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• Meaningful metrics means KPIs that mirror what you want your users to do.
• Effective measuring requires comparable KPIs
• Cohort analysis is central to marketing analysis
Simon Kendall
+49 172 15 35 104
Product Manager
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adeven london131-151 Great Titchfield Street London W1W 5BBUnited Kingdom+ 44 78 860 17 347
adeven berlinSaarbrücker Straße 3610405 BerlinGermany+ 49 30 91 46 00 83 + 49 30 25 74 96 75
adevensan francisco25 Taylor StreetSan Francisco94102 CAUnited States of America
adeven.com
