ISITE Design's Ryan Summers presents "Mobile Analytics Shoot-Out: New Google Analytics for Mobile SDK Hits the Streets" at GAUGE conference, October 2012.

1. Mobile
Analytics

2. A full service digital agency
ISITE Design

3. MOBILE
ANALYTICS
Brands are competing for your
customers time in more innovative
ways with mobile analytics at the
helm.

4. BY
1.03
BILLION
2014
Mobile internet
Smartphones
worldwide
usage should top
desktop internet
usage 50%
Of all internet
connections

5. $9 BILLION
IN 2010
Spent on mobile advertising and
promotions in the US
$56 BILLION
BY 2014

6. 1/2
Of all local searches
are performed on
mobile devices

7. [ ]
Where do mobile devices get used?
MOBILE ACCESS

8. Typical mobile traffic breakdown
MOBILE DEVICES

9. • Apps don’t have “pages”
• Unique visitors with Device ID more reliable
• Not all devices support JavaScript
• Standards for apps haven’t been established
• Location services limit geographic data
• Traffic source and campaigns are hard to track
• Completely different code across devices
• Mobile use more is time and location specific
Mobile Analytics vs. Web Analytics
KEY DIFFERENCES

10. Goal : Create a kick-ass
native iPhone app that
showed off the mobile
development skills of
ISITE Design and share
it with the world.
KPIs : Downloads, Time
with Brand, User
Retention, Shares, In-
App purchases
Taking mobile analytics for a spin
PHOTOBLASTAPP.COM

11. Remember these guys?

20. WHERE DO WE
PROMOTE IT?
GPS enabled apps could provide
location profiles
Bar/ Restaurants
Work
School
Home
Metro Areas

21. WHEN IS IT
USED MOST?
Mobile analytics can tell us if people
are photoblasting
Before work
During work
After work
Around meals
Weekends

22. IS IT FUN
ENOUGH?
Mobile analytics can tell how much
people use and share it.
Photos per session
Sessions / Week
Sessions / User
Shares
Photo pack purchases

23. WHAT PACK IS
THE BEST?
Analytics can help us save money and
improve customer experience
Licensing images is expensive
We want to keep the app light weight
We want to keep people engaged

24. Many have tried…
MOBILE ANALYTICS TOOLS

25. • Simple SDK • Simple SDK
• Custom Segments • Custom Segments
• Custom Events • Custom Events
• Devices • Custom Variables
• Custom Dashboards • Devices
• Male/Female & Age Demographics • Custom Dashboards
• Interest Categories • Goals
• Personas • In-App Purchase Reports
• Web data not in same system as • Engagement Flow
mobile data • Web data in same system as mobile data
• Multi-Dimensional Analysis
• Admob integration
….few are free
GOOGLE & FLURRY

26. • Screen Tracking on iOS: GAITrackedViewController replaces UIViewController
• “Snippet” like tacking code goes in app delegate and persists through entire app
It’s not just like tagging a regular website
MOBILE ANALYTICS SDK

27. Google Analytics for Mobile BETA
GETTING STARTED

28. Google Analytics for Mobile BETA
DOWNLOAD SDK

29. Google Analytics for Mobile BETA
APP OVERVIEW

30. Google Analytics for Mobile BETA
APP VERSIONS

31. Google Analytics for Mobile BETA
ENGAGEMENT FLOW

32. Google Analytics for Mobile BETA
VALUE OF ENGAGEMENT

33. Google Analytics for Mobile BETA
VALUE OF ENGAGEMENT

34. Google Analytics for Mobile BETA
EVENT TRACKING

35. • Simple SDK • Simple SDK
• Custom Segments • Custom Segments
• Custom Events • Custom Events
• Devices • Custom Variables
• Custom Dashboards • Devices
• Male/Female & Age Demographics • Custom Dashboards
• Interest Categories • Goals
• Personas • In-App Purchase Reports (Revenue)
• Web data not in same system as • Engagement Flow
mobile data • Web data in same system as mobile data
• Multi-Dimensional Analysis
• Admob integration
….few are free
GOOGLE & FLURRY

36. ….few are free
FLURRY DEMO

37. KPIs and Segments for
mobile apps are not usually
the ones that come out of
the box.

38. KPI’s:
• % of customers
• Phone calls
• myODS users
• Support Calls
• Loyalty
• Satisfaction
Segments:
• Location
• Age group
ODS
HEALTHCARE

39. KPI’s:
• Time with brand
• Lifespan
• Sessions / Week
• Shares
• E-com Assist
Segments:
• Activities
• Age group
• Frequency
• Seasonality
Columbia
BRANDS

40. KPI’s:
• AOV
• Revenue
• Orders / Time
• Orders / Session
Segments:
• Age
• Male/Female
• Purchase history
• Location
• Time of Day
• Product Cat
ViX
E-COMMERCE

41. KPI’s:
• Coupons Used
• New Accounts
• Ad Clicks
Segments:
• Age
• Purchase history
• Location
• Time / Day
• Coupon Cat
Chinook Book
LIFESTYLE

42. “Mobile” doesn’t means
a device or screen size, it
means your location
changes.

43. Source: www.placed.com
PROBLEM A photo sharing app is having a PROBLEM Product Manager sees a use case PROBLEM A Bar Code Scanning App is
difficult time selling ads to national for adding voice controls to their mobile seeing an uptick in new users in the last
restaurants as their app isn’t an obvious fit app, but doesn’t have hard numbers to month, but the retention rate is half that of
for that target market. justify the feature. previous users. The team is mystified as to
why this is occurring.
SOLUTION Using Location Analytics, the SOLUTION After implementing Location
app sales team is able to highlight that 55% Analytics the Program Manager discovers SOLUTION Reviewing the Location
of its users are nearby a restaurant or bar that 42% of their users are in transit and Analytics reports, the company discovers a
when they are interacting with the app. another 19% of users are walking when significant uptick in activity nearby Grocery
This information helps the company close a interacting with the app. Using this Stores in the past 30 days. The company
number of high value deals in markets that data, the Program Manager easily makes quickly realizes that they aren’t setup to
were previously considered cold. the case for adding in voice controls. This support grocery items, and quickly moves
not only improves safety, but app store to support that type of good, leading to a
ratings higher retention rate of new users.
What’s next for mobile analytics?
LOCATION ANALYTICS

44. What if you were walking by your favorite coffee
shop and you got a notification with a coupon at that
very moment?
What’s next for mobile analytics?
LOCATION MARKETING

45. What’s next for mobile analytics?
MULTI TOUCH ANALYTICS

46. Get the GA SDK beta
HTTP://BIT.LY/PTA7JY

47. You probably have
QUESTIONS…

48. thank you
WWW.ISITEDESIGN.COM
rsummers@isitedesign.com