1. Fresh Digital Group
Mobile Analytics
We Strategize. We Execute. We Deliver. On All Screens.

2. Current State of Mobile Measurement
 Does your organization measure any of the following?  Drivers
 Growth in Mobile
Measure this Find it important
Usage
 Increasing Ad
Spend
 Demand for
Measurement
Currency
 Inhibitors
 Lack of
Standards
 Technological
Challenges
 Complex
ecosystem
Volume of Type of Value of Behavior  Ambiguous
Traffic From Platforms/ Traffic from differences Regulatory
Mobile Devices used Mobile between
Environment
Devices by mobile Devices mobile and
visitors other visitors
We Strategize. We Execute. We Deliver. On All Screens.

3. Understanding Consumers
Understanding how customers really use their device
can drive real-time optimizations to increase
customer engagement, retention and monetization.
To develop this understanding though, proper
measurements are necessary.
We Strategize. We Execute. We Deliver. On All Screens.

4. Importance of Analytics
 Without proper analytics, brands and agencies cannot determine if their
marketing efforts resulted in any tangible value.
 Beyond helping increase ROI and improving the allocation of marketing
dollars, analytics can provide deep insights into consumer preferences and
trends - all ultimately leading to more effective marketing strategies.
Identify Increase
Strengths & Optimize conversions &
Weaknesses ROI
We Strategize. We Execute. We Deliver. On All Screens.

5. What to Measure
Measure Your Track Website
Marketing Navigation
Measure Goals
Goals
and Conversions
Marketing Downloads Track Downloads
Campaigns
Payments
Sales/Purchase
Websites Information
Consumers Apps
App Store
Track App Usage
Understand
Track into app
customers
Stores
We Strategize. We Execute. We Deliver. On All Screens.

6. Metrics to Measure
Mobile Website
Analytics
Track sales,
conversions, and
engagement
Screen flow analysis
Customer/Visitor
Analysis
Mcommerce reporting:
trace transactions to
campaigns and identify
best revenue sources
URL/link tracking, ideal
for recoding links to 3rd
party
Video and other actions
We Strategize. We Execute. We Deliver. On All Screens.

7. Metrics to Measure App Analytics
Usage
• Users & Sessions
• New vs. Returning
• Daypart
• Device
• Carrier
• Country
• OS/App Version
Engagement
• Retention Analysis
• Session Length
• Session Interval
• Loyalty
 Events & Event
Attributes
Screen Flows &
Funnels
Cross-App Comparison
We Strategize. We Execute. We Deliver. On All Screens.

8. Metrics to Measure
Mobile Ad
Measurement
Impressions and
Clicks
Engagement Rate
Format-specific
metrics like Expand
time and video
completion rate
Post-click tracking
(In embedded
browsers)
Attribution tracking
for app downloads
Banner & text ads Search marketing
We Strategize. We Execute. We Deliver. On All Screens.

9. Metrics to Measure
Detailed Mobile
Information
 Devices
• Types (Smartphone,
Tablet)
• Manufacturers and
models
• Versions
• Platform / OS /
Browser
 Operators
• MNO (e.g. Sprint)
• MVNO (e.g. Virgin)
 Countries
 Connections
• Operator networks and
WiFi
We Strategize. We Execute. We Deliver. On All Screens.

10. Emerging Technology
 Predictive Analytics: the science of predicting what
customers will do based on analysis of their past
behavior
 Companies are utilizing predictive analytics to turn
data into knowledge and gain a competitive advantage
1. Grow Retention
2. Engage Users
3. Increase Revenue
We Strategize. We Execute. We Deliver. On All Screens.

11. Predictive Analytics Methodology
1. Collect: Real-Time, Multi-
Platform Data Collection
2. Analyze: Predictive Models
created by Data Scientists
3. Apply: Analytically-Driven User
Experience
4. Measure and Iterate: Data-
Driven Optimization
We Strategize. We Execute. We Deliver. On All Screens.

12. Example: Voxy
 Voxy: an innovative language learning company that uses mobile technology
and gaming mechanics to turn media and real-life content into language
lessons
 After its iOS app for Portuguese speakers learning English was featured in
Brazil’s most widely circulated magazine, Veja, the coverage began generating
thousands of new organic downloads per day.
 This increase in volume led to Voxy becoming the #2 ranked, and #1 grossing
app in all of Brazil.
We Strategize. We Execute. We Deliver. On All Screens.

13. Example: Voxy  The Solution:
 The Challenge:  Used day-part and location analyses to
pinpoint the time of day when their
 Used Turn all of those new users Brazilian users were most active
who downloaded Voxy into regular
users with high engagement
 Armed with this data, they scheduled
their push notifications to coincide
with those prime times.
 Results:
 Number of peak users increased by
166%
 Retention for the week after using
day-part analysis with push
notifications increased by 120%
We Strategize. We Execute. We Deliver. On All Screens.

14. Fresh Digital Group
111 John St 2nd FL
New York, NY 10038
www. freshdigitalgroup.com
Fresh Digital Group
Fresh Digital Group