Mein Vortrag von der eMetrics Berlin 2015.

1. Mobile App Marketing -
Kennzahlen und Best Practices
Ole Bahlmann — Independent Digital Analytics Consultant
@ole_b #eMetrics

2. 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.

3. Dies ist kein
TOP 10 KPIs für
Deine Mobile APPS
talk.
@ole_b #eMetrics

4. @ole_b #eMetrics
http://slideshare.net/a16z/mobile-is-eating-the-world-40841467

5. Mobile ist
anders!
@ole_b #eMetrics

6. @ole_b #eMetrics

7. @ole_b #eMetrics

8. Install
attribution
@ole_b #eMetrics

9. Mobile KPIs:
Downloads/Campaign
Signups/Download
Signups/Campaign
Sales/Campaign
@ole_b #eMetrics

10. In-App
events@ole_b #eMetrics

11. Mobile KPIs:
Downloads/Campaign
Signups/Download
Signups/Campaign
Sales/Campaign
Milestones/Session
Milestones/User
Time to Milestone
@ole_b #eMetrics

12. Campaign
Measurement
@ole_b #eMetrics

13. Mobile KPIs:
Downloads/Campaign
Signups/Download
Signups/Campaign
Sales/Campaign
Milestones/Session
Milestones/User
Time to Milestone
Ad CTR
Ads/Session
Exits/Ad
@ole_b #eMetrics

14. Screen
Flows@ole_b #eMetrics

15. 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
@ole_b #eMetrics

16. Conversion
Funnels
@ole_b #eMetrics

17. 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
@ole_b #eMetrics

18. User
testing@ole_b #eMetrics

19. 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
@ole_b #eMetrics

20. User/device
demographics
@ole_b #eMetrics

21. 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/…
@ole_b #eMetrics

22. Cohort
Analysis@ole_b #eMetrics

23. 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/…
@ole_b #eMetrics

24. Bug
Tracking@ole_b #eMetrics

25. 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
@ole_b #eMetrics

26. A/B
testing@ole_b #eMetrics

27. 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
@ole_b #eMetrics

28. HeatMaps@ole_b #eMetrics

29. App Store
Analytics
@ole_b #eMetrics

30. 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
@ole_b #eMetrics

31. Sentiment
Tracking
@ole_b #eMetrics

32. 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
@ole_b #eMetrics

33. Keyword
Performance
@ole_b #eMetrics

34. 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
@ole_b #eMetrics

35. cpu/battery/
network
performance
analysis
@ole_b #eMetrics

36. 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
@ole_b #eMetrics

37. LTV modelling
@ole_b #eMetrics

38. 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
@ole_b #eMetrics

40. Pirate Metrics
Dave McClure

41. DuPont Value Driver Trees
Entwicklung in 1914
Business School 101
@ole_b #eMetrics

42. KPI Driver Trees Beispiel
@ole_b #eMetrics
DAU
retention
acquisition
downloads
onboarding
difficulty
extra items
push
notifications
fun

43. HEART Framework
Happiness
Engagement
Adoption
Retention
Task Success
@ole_b #eMetrics

44. @ole_b #eMetrics
Goals Signals Metrics
HEART Framework
Happiness
Engagement
Adoption
Retention
Task Success

45. @ole_b #eMetrics
Happiness
Engagement
Adoption
Retention
Task Success
Goal Signal Metric
Happiness
Engagement
Adoption
Retention
Task Success
HEART Framework

46. 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