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

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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

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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:

@ole_b #eMetrics

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