Measure your app's success: Going beyond user analytics
-
Upload
shalin-mantri -
Category
Technology
-
view
113 -
download
3
description
Transcript of Measure your app's success: Going beyond user analytics
![Page 1: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/1.jpg)
MAY 20, 21 2013 // SAN FRANCISCO
Beyond User Analytics
![Page 3: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/3.jpg)
AGENDA
Why user analytics?
Evolution of analytics
User economics and the ARM model
Roles
Takeaways
![Page 4: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/4.jpg)
Press coverage
Well, shit.Well, shit.
Awesome.
![Page 5: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/5.jpg)
What mattered in the 1990s…
Eyeballs
![Page 6: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/6.jpg)
Page views
What mattered in the 2000s…
![Page 7: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/7.jpg)
People
What matters now…
![Page 8: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/8.jpg)
Britney Spears evolved, so did user analytics
Web 2.0 (00s)Page views
Click, ActionsSearch
AdvertisingCPC, CPA
Web 1.0 (90s)Eyeballs
ImpressionsBanner ads
CPM
Web 3.0 (10s)People
UsersUser Ads,
CouponingCAC, LTV, ROI
![Page 9: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/9.jpg)
Introducing Mobile Customer Intelligence
It’s about creating the perfect customer experience
![Page 10: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/10.jpg)
The key innovation:Calculating user value
![Page 11: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/11.jpg)
One formula to rule them all…
![Page 12: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/12.jpg)
If you are trying to make money…
Lifetime Value per User
(LTV)
Acquisition Cost per User
(CAC)>
![Page 13: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/13.jpg)
If you are trying to reduce costs…
Cost per Transaction
(mobile)
Cost per Transaction
(offline/web)<
![Page 14: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/14.jpg)
If you are trying to increase loyalty…
Churn per User(mobile)
Churn per User(non-mobile)<
![Page 15: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/15.jpg)
“ARM” yourself to mobile success
1. Design a sticky user experience
2. Integrate the business model
3. Identify a marketing plan
4. Go to market, iterate, and profit
![Page 16: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/16.jpg)
Phase 1: Design a sticky user experience
Focus on content, game mechanics, viral hooks
Optimize for key behavioral actions
Track performance through N-day retention, user lifetime, and k-factor
![Page 17: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/17.jpg)
Phase 2: Integrate a business model
For example, if the goal is revenue:
Focus on in-app purchases, ad networks, affiliate programs
Optimize for key monetization actions
Track performance through % paying users, ARPU, ARPPU, and LTV
![Page 18: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/18.jpg)
Phase 3: Identify a marketing plan
Focus on channel experimentation, cohort analysis
Optimize for “high-value” users
Track performance through CAC, ARPU, and eLTV per channel/campaign
![Page 19: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/19.jpg)
0 8 16 24 32 40 48 56 64 72 80 88 96 104112120$0.00
$2.00
$4.00
$6.00
Now we can calculate user economics
Time Since Install
AR
PU
LTV
CACProfit
![Page 20: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/20.jpg)
Phase 4: Go to market, iterate, and profit
Focus on collaboration, rapid development cycles, data-driven decision making
Track performance through LTV and CAC
![Page 21: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/21.jpg)
User analytics spans across the org
Marketing TeamMeasure and optimize your user acquisition
campaigns with insight into full funnel KPI’s.
Production/EngineeringAnalyze how different cohorts of users interact with
your application, and pinpoint the places to optimize
that have the greatest impact.
C - LevelStay on top of the important data points and
trends that are core to your business success.D A S H B O A R D
Business IntelligenceDeep dive into your user data using our data
mining tools.
![Page 22: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/22.jpg)
User analytics spans across the org
C - LevelStay on top of the important data points and
trends that are core to your business success.D A S H B O A R D
![Page 23: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/23.jpg)
C-levels: Keep an eye on your business
![Page 24: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/24.jpg)
User analytics spans across the org
Production/EngineeringAnalyze how different cohorts of users interact with
your application, and pinpoint the places to optimize
that have the greatest impact.
D A S H B O A R D
![Page 25: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/25.jpg)
Product managers:Test, measure, iterate
![Page 26: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/26.jpg)
User analytics spans across the org
Profitability
Marketing TeamMeasure and optimize your user acquisition
campaigns with insight into full funnel KPI’s.
D A S H B O A R D
![Page 27: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/27.jpg)
Marketers: Insight into acquisition ROI
![Page 28: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/28.jpg)
User analytics spans across the org
D A S H B O A R D
Business IntelligenceDeep dive into your user data using our data
mining tools.
![Page 29: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/29.jpg)
Analysts: Mine, explore, discover
![Page 30: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/30.jpg)
Key Takeaways
Don’t take data at face value – dig deeper!
Identify your business objectives
Define your success formula
Design, instrument, and launch your app around these objectives
Learn more at other KK sessions!
![Page 31: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/31.jpg)
My app’s epilogue
150K users
#12 on App Store
8% of DAUs were “power users”
Power users shared songs more than 150 times per day
CAC > LTV for ad campaigns
Decided not to invest more resources
![Page 32: Measure your app's success: Going beyond user analytics](https://reader033.fdocuments.us/reader033/viewer/2022061300/54c65ff74a795934598b4638/html5/thumbnails/32.jpg)
MAY 20, 21 2013 // SAN FRANCISCO
Questions? @kontagent@shamantri
Rate this presentation on the KKONNECT app!