O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Mobile Metrics 101: Everything web marketers need to know about app analytics

51.549 visualizações

Publicada em

Today, people spend more time using mobile apps than they do sitting on a computer surfing the web. In fact, overall time spent in apps has increased by 21% over the last year! In this presentation, we'll show you how to apply your online marketing skills to the app-driven future.

Access the webinar recording here: http://info.localytics.com/free-webinar-mobile-metrics-101-everything-web-marketers-need-to-know-about-app-analytics

  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Hello! High Quality And Affordable Essays For You. Starting at $4.99 per page - Check our website! https://vk.cc/82gJD2
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Mobile Metrics 101: Everything web marketers need to know about app analytics

  1. Everything web marketers need to MOBILE METRICS 101   know about app analytics
  2. MEETYOUR HOSTS   Annum Munir Content Marketing Specialist @annummunir Lucy Orloski Marketing Director @elleyo #AppAnswers
  3. AGENDA   #AppAnswers 1.  The Mobile Shift 2.  Customer Journey on the Web vs. in Apps 3.  Web vs. Mobile Analytics 4.  Key Takeaways, Next Steps, Q&A Lesson 1: Awareness Metrics Lesson 2: Engagement Metrics Lesson 3: Conversion Metrics
  4. MOBILE SHIFT   #AppAnswers The
  5. Let’s take a quick stroll down memory lane...
  6. #AppAnswers 1970 2010 1990 First personal computer
  7. #AppAnswers 1970 2010 1990 First personal computer World Wide Web
  8. #AppAnswers 1970 2010 1990 First personal computer World Wide Web First smartphone
  9. #AppAnswers 1970 2010 1990 First personal computer iPhone World Wide Web First smartphone
  10. 25   The web is years old
  11. 10   Apps are younger than years old
  12. During that time...   #AppAnswers
  13. #AppAnswers 2000 2011 Website popularity has exploded Total number of websites online Internet Live Stats, 2014
  14. But recently…   #AppAnswers
  15. #AppAnswers 2012 2014 Website growth has stalled Total number of websites online Internet Live Stats, 2014
  16. #AppAnswers While app popularity is skyrocketing Apple’s App Store reached 60 billion downloads in <5 years Apple, 2013
  17. #AppAnswers Time spent within mobile apps now EXCEEDS desktop web access Marketing Charts, 2014 Total minutes per month in the US 2013 2014
  18. 1 in 5 people in the world own a smartphone BI Intelligence, 2013
  19. 1 in 5 people in the world own a smartphone 1 in 17 people in the world own a tablet BI Intelligence, 2013
  20. 21%   Overall time in app Localytics, 2014
  21. This is the MOBILE SHIFT
  22. This is the MOBILE SHIFT First, understand the metrics that matter
  23. Wait a minute…   #AppAnswers
  24. Why don’t web metrics work for mobile apps? Q
  25. On the web…   #AppAnswers
  26. 1) Google keyword search Important web metrics: •  SEO •  Site traffic •  Number of visitors
  27. 2) Website exploration Important web metrics: •  Number of pageviews •  Pages visited •  Time on site •  First conversion offer
  28. 3) Nurturing emails Important web metrics: •  Delivery rate •  Open rate •  Click rate
  29. 4) Reconversion > sales pitch > purchase Important web metrics: •  Number of conversions •  Most recent conversion offer •  Close date •  Purchase amount •  Revenue per visitor
  30. In apps…   #AppAnswers
  31. 1) App store search Important mobile metrics: •  ASO •  Category rank •  App rating
  32. 2) App listing review > download Important mobile metrics: •  Number of visits to app listing page •  Downloads •  Users
  33. Important mobile metrics: •  Session length •  Screens viewed •  Time in app •  Time on screens 3) App exploration
  34. Important mobile metrics: •  User segments •  Open rate •  Click-through rate •  Session interval •  MAUs 4) Nurturing push and in- app messages
  35. Important mobile metrics: •  Conversion events •  CTA click rate •  Funnel completion •  Funnel drop-offs •  LTV •  Retention rate 5) Events and ultimate in- app action completed
  36. WEB VS. MOBILE ANALYTICS   #AppAnswers Lesson 1: Awareness (TOFU) Metrics
  37. How visible is your app?
  38. #AppAnswers Metrics to Evaluate Awareness (On the web) (In apps) 1 Site traffic   Downloads  =   •  Number of people who install your app •  Helps evaluate SEO, ASO, and acquisition campaigns •  Does not show you long term value of users
  39. #AppAnswers Metrics to Evaluate Awareness (On the web) (In apps) 2 Visitors   Users  =   •  People interactively using your app (not just visiting it) •  Tracking and understanding users helps you: -  Build segments -  Elicit deeper engagement -  Launch targeted app marketing
  40. #AppAnswers Metrics to Evaluate Awareness (On the web) (In apps) 3 Web Pages   Screens  =   •  User navigates between app screens •  Responsive to touch, shorter than a webpage, functional or instructional
  41. #AppAnswers Metrics to Evaluate Awareness (On the web) (In apps) 4 Pageviews   Sessions  =   •  Counted from app open to app close •  One uninterrupted period of interaction in which a user is actively using your app
  42. These are the foundational app metrics. •  Downloads •  Users •  Screens •  Sessions
  43. WEB VS. MOBILE ANALYTICS   #AppAnswers Lesson 2: Engagement (MOFU) Metrics
  44. How are people using your app?
  45. #AppAnswers Metrics to Evaluate Engagement (On the web) (In apps) 1 Monthly Unique Website Visitors   Monthly Active Users (MAUs)  =   •  Number of people who have opened your app at least once within the last 30 days •  Look for trends (going up or down?)
  46. #AppAnswers Metrics to Evaluate Engagement (On the web) (In apps) 2 Target Audience   User Segments   =   •  Groups of users (based on shared characteristics or actions) •  Essential for personalizing app marketing campaigns and sending targeted messages
  47. #AppAnswers Metrics to Evaluate Engagement (On the web) (In apps) 3 Time on Page   Time on Screen   =   •  How much time someone spends on a screen - Also measure number of screens per session •  Investigate which screens: -  Users visit most -  Spend the most time on -  Navigate away from quickly
  48. #AppAnswers Metrics to Evaluate Engagement (On the web) (In apps) 4 Time on Site   Session Length   =   •  Period of time between app open and close •  Closely related metrics - Number of sessions (how frequently are users returning to your app?) - Session interval (how much time that passes between sessions?)
  49. By the way…   #AppAnswers
  50. Session intervals vary by app type Median hours between first and second session Localytics, 2014 0hours 30hours
  51. These are the interaction-focused app metrics. •  Monthly active users •  User segments •  Time on screen •  Session length
  52. WEB VS. MOBILE ANALYTICS   #AppAnswers Lesson 3: Conversion (BOFU) Metrics
  53. Are your users taking meaningful actions and becoming loyal customers?
  54. #AppAnswers Metrics to Evaluate Long-Term Value (On the web) (In apps) 1 Conversions   Events  =   •  Actions taken by users in app •  Key events move people towards “ultimate” in-app action •  Examples: -  Checkout completed, article read, video played
  55. #AppAnswers Metrics to Evaluate Long-Term Value (On the web) (In apps) 2 Bounce Rate   Funnel Drop-Off Rate  =   •  A funnel is a series of key events that lead to “ultimate” in-app action •  Look at drop-offs (and conversion rate) at each step
  56. #AppAnswers (On the web) (In apps) 3 Cohorts   Cohorts  =   •  Segments of users engaging with your app, based on the date of their first visit •  Groups of people who first downloaded your app in X month, and what they went on to do later •  Highlights most engaged and valuable users over time Metrics to Evaluate Long-Term Value
  57. #AppAnswers (On the web) (In apps) •  You can split out cohorts by: -  Device -  Segment -  Campaign -  Custom dimensions •  Monitor changes to retention as you launch new app updates Metrics to Evaluate Long-Term Value 3 Cohorts   Cohorts  =  
  58. #AppAnswers Metrics to Evaluate Long-Term Value (On the web) (In apps) 4 Revenue Per Visitor   User Lifetime Value (LTV)  =   •  Represents how much each user is worth in their lifetime •  Captures financial worth over time in terms of loyalty and evangelism •  Primary app revenue metric (various formulas)
  59. These are the ROI-driving app metrics. •  Events •  Funnel drop-off rate •  Cohorts •  User lifetime value
  60. Use app analytics to power smart app marketing.
  61. How do you make your app loveable?
  62. #AppAnswers Using App Analytics to do Smart Marketing (On the web) (In apps) Email Marketing   Push & In-App Messaging  =   •  Push notifications: -  For re-engaging latent users -  Delivered to home screen •  In-app messages: -  For moving users through key app funnels -  Rich design capabilities
  63. #AppAnswers Using App Analytics to do Smart Marketing
  64. #AppAnswers (On the web) (In apps) Content Marketing   Context Marketing   =   •  Highly targeted, relevant, and personalized app marketing •  Tailor push and in-app messages to take both in-app and outside- of-app behavior Using App Analytics to do Smart Marketing
  65. #AppAnswers Using App Analytics to do Smart Marketing
  66. Use these tactics to grow your happy user base. •  Push & in-app messages •  Context marketing
  67. Remember, the world is going mobile and the future is app-driven.
  68. #AppAnswers Get Ready for the App-Driven Future: Download the Advanced Guide to App Analytics & Marketing   DOWNLOAD EBOOK NOW  
  69. Q & A   #AppAnswers

×