4. Insight Across Your Digital Channels"
"
Reporting and analytics data for all of your channels (standard/mobile web,
mobile apps, social, etc…) should be available within a single tool
5. Data Beyond The Tag"
"
Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes,
YouTube, etc.) should be integrated with your 1st Party data"
6. Mobile Strategy: Common Areas of Focus!
• Monitoring of adoption and top line
performance!
!
• Assessing top drivers of traffic and
refining the site/app to increase traffic
from those channels!
!
• Prioritizing design/implementation
decisions based on device data!
!
• Optimizing the user experience to
decrease abandonment!
!
• Personalizing the mobile site/app to
increase engagement and lift!
!
"
7. Mobile Strategy: Questions & Data Points!
Are people finding and using your Mobile properties?"
ü Downloads!
ü Total Users/Visitors!
ü Active User/Visitor Rate!
ü New VS Returning Users/Visitors!
How engaged and loyal are your Mobile users?"
ü Visit/Session Frequency!
ü Visit/Session Depth!
ü Visit/Session Duration!
ü Bounce Rate!
Are your Mobile users engaging in high value activities?"
ü User/Visitor Characteristics!
ü User/Visitor Segments!
ü Key User Activities!
How do you retain users and encourage usage?"
ü Stickiness!
ü Feature Usage!
ü Traffic Drivers!
ü User/Visitor Feedback!
16. iPhone Step 4: App Delegate
Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code
Snippets.rtf”
17. iPhone Step 5: Convenience Methods
Insert Convenience Methods for more advanced events as desired
See Paul’s “SDK – iPhone Code Snippets.rtf” for examples
21. Measurement Challenges
ü Both sets of data cannot always be collected and/or
combined.
• Native: Measurement is usually handled via SDKs
• Mobile Web: Measurement is typically handled via JavaScript Tagging
ü When you can collect both data types, the IDs are usually
not synced up.
ü The end result is either missing data or the inability to tie
the data together when you are able to collect both.
ü When you cannot tie that data together, you are not
getting a true picture of what is happening within your
hybrid apps or with the traffic that is flowing between your
mobile experiences.
25. Hybrid/Cross-Channel Analytics!
Anatomy of a Modern App!
Search Suggestion
WebView Content
Text, Content,
Messaging
Images, Maps, Video
Matching User and Session
ID across App and web
requests
28. Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!
Content Relevant in Mobile
Analytics
Link click
(1st or 3rd Cross-channel Conversion
party) Details: hotel chain, image
launches selection or hotel features
mobile app
29. Hybrid/Cross-Channel Analytics!
Scenario – Bringing it all together!
Conversion
Event
Which
elements
influence
conversion?
VDM profiles
user segment
for optimize &
targeting
33. True Visitor Level Data & Segmentation"
"
The collection of visitor attributes/events and the ability to score, segment,
and ultimately act upon data at the individual level is one of the keys to true
success across your channels"
34. Privacy Concerns & Solutions
ü Default to most private: randomly generated ID
ü Device ID optional
ü Apple’s deprecation of UDID and MAC addresses due to inability
of users to control how they are being profiled
ü Recommended Approaches:
ü Be transparent in your policy. Make sure your privacy policy is
accurate and up to date.
ü Use a app specific ID if you do not need cross app identification.
ü If you do need to use a cross app/platform identifier, do not use a
device specific ID that cannot be cleared by the end user.
ü Always provide an easy opt-out option.
40. Sample App – Data In
http://developer.webtrends.com/docs/DOC-1205
41. DC API HowTo
• An example walkthrough using Fiddler follows the
step details
• DC Requests follow our Open Exchange REST
precedent:
• http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain
42. DC API HowTo
• Address: dc.webtrends.com
• Version: v1 (when we release new versions, previous
will remain active)
• DCS ID: [A valid WebTrends DCS ID] - If you are
testing/debugging, create a test DCS data source
• DCSFormat: plain, XML
“Format” specifies the return request format
You still need a request header to ID the POST data
• [optional] DCSVerbose=true
43. DC API HowTo
Step 1: Form a Base DC Request with your DCSID:
• http://dc.webtrends.com/v1/
dcst2axhq00000oqoz417slqm_2m2n/events.svc?
dcsformat=plain&dcsverbose=true
44. DC API HowTo
Step 2: Header Content
• You will also need to specify in the request header the
format of the POST data you are sending.
• Currently we are only supporting text formatted data (no
XML in the POST body just yet):
• Content-Type: application/x-www-form-urlencoded
45. DC API HowTo
Step 3: Form the content of the POST
• “Core” Required Params in POST body:
• •dcsuri= (URI stem)
• •dcsua= (useragent string)
• •WT.ti=[pagetitle]
• •WT.co_f= one of the several visitor ID parameters
WebTrends supports (see docs for full details)
• •WT.tz=-8 (time zone) this is optional but a good practice
• •WT.co=yes this is a fixed value needed to validate the hit
Put all of these parameters into a single & joined string like:
dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android...
Remember to URL encode special characters you want to include in the
values like spaces = %20.
46. DC API HowTo
Step 4: Testing in Fiddler
• Fiddler is a free open source tool for sending and
monitoring http and other protocol requests.
• Our use case is to allow you to send a POST and easily
view the return response from the WebTrends server
• Get Fiddler2 @
http://www.fiddler2.com/fiddler2/version.asp
• Open Fiddler
• Click on the "Request Builder" tab
• Insert the data from Steps 1-3 as created above
• Click execute
47. DC API HowTo
Step 5: Debug the Results
• Double click on the results shown in the Web Sesssions window
after you execute the request.
• The details it will show include the full POST you made, the header
sent and a parsed return from the server.
• One of the details WebTrends returns is a version and build number
in case you are running into trouble with a beta server
49. Top 5 Take-Aways!
Mobile App SDKs
• App Analytics are critical part of ROI strategy
• Use Webtrends Convenience methods: content
views, search, ads, products, etc.)
• Create Cross-channel ROI strategy (site, to app, to
site)
• Evaluate your hybrid content needs (embedded
webviews, images, etc. in native apps)
• Add some custom reports!
50. Thank You
paul.lawbaugh@webtrends.com
blogs.webtrends.com
@portland_friend
