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Mobile Analytics – Driving Consumer Insights

Care about how to leverage 'Mobile Analytics – Driving Consumer Insights'. You will find this deck presented by Theodore Hayes, Head of Analytics at iProspect Communicate 2 during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

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Mobile Analytics – Driving Consumer Insights

  1. 1. Digital Marketing Webinar Mobile Analytics – Driving Consumer Insights April 3, 2015 | Theodore Hayes (Head of Analytics at iProspect Communicate 2) www.digitalvidya.com
  2. 2. iProspect India 2015
  3. 3. Mobile in India
  4. 4. Mobile TodayMobile Today 950 Million Mobile Users • The fastest growing Mobile Subscriber base in the world. 213 Million • Mobile Internet Users Avg. of 25% of Website traffic • Is from mobile and increasing.
  5. 5. Mobile Solutions
  6. 6. Overview of Mobile SolutionsOverview of Mobile Solutions
  7. 7. Benefits of AppBenefits of App • Build Loyalty • Reinforce your Brand • Increase yourVisibility • Increase your Accessibility • Increase Sell-Through • Increase Exposure across Mobile Devices • Connect you with On-the-Go Consumers • Rich Data Source
  8. 8. Google AnalyticsGoogle Analytics
  9. 9. LocalyticsLocalytics
  10. 10. Adobe Marketing CloudAdobe Marketing Cloud
  11. 11. MixpanelMixpanel Pricing - Free version is available. Pricing starts from $150 per month.
  12. 12. FlurryFlurry
  13. 13. Mobile Vs Web
  14. 14. Mobile vs WebMobile vs Web • Studies the behaviour of mobile website visitor just like traditional web analytics. • Refers to the use of data collected as visitors access a website from a mobile phone. • Helps us determine which aspects of the website work best for mobile traffic. • Helps us understand which mobile campaigns work best for business.Q Why Don’t web Metrics work for Mobile Apps? Don’tDon’t
  15. 15. Web MetricsWeb Metrics Important Web Metrics • SEO • SiteTraffic • Number of Visitors 1) Google Keyword Search
  16. 16. Web MetricsWeb Metrics Important Web Metrics • Number of Pageviews • PagesVisited • Time on Site 2) Website Exploration http://mywebsite.com /productpage /information /checkout
  17. 17. Web MetricsWeb Metrics Important Web Metrics • Delivery Rate • Open Rate • Click Rate 2) Nurturing Emails
  18. 18. Web MetricsWeb Metrics Important Web Metrics • Number of Conversions • Conversion value • Most recent conversion offer • Revenue per visitor 4) Reconversion  Sales Pitch  Purchase
  19. 19. Mobile MetricsMobile Metrics Important Mobile Metrics • ASO • Category Rank • App Rating 1) App Store Search
  20. 20. Mobile MetricsMobile Metrics Important Mobile Metrics • Number ofVisits to App Listing Page • Downloads • Users 2) App Listing Review  Download
  21. 21. Mobile MetricsMobile Metrics Important Mobile Metrics • Session length • ScreenViewed • Time in app • Time on screens 3) App Exploration
  22. 22. Mobile MetricsMobile Metrics Important Mobile Metrics • User Segments • Open Rate • Click through Rate • Session intervals • MAUs 4) Nurturing Push and in-app messages
  23. 23. Mobile MetricsMobile Metrics Important Mobile Metrics • Conversion Events • CTA Click Rate • Funnel Completions • Funnel Drop offs • Retention rate 5) Events and Ultimate App Action completed
  24. 24. Mobile MetricsMobile Metrics Best Metrics are: • Uncomplex  • Relevant  • Timely • Instantly Useful 5) Best Metrics Are?
  25. 25. Driving Consumer Insight
  26. 26. For Mobile ApplicationsFor Mobile Applications Vanity Metrics • Number of app downloads • Total number of Sessions • Total number of first time users
  27. 27. Digital Performance on a Global Scale.
  28. 28. How to Start Measuring Success.How to Start Measuring Success.
  29. 29. How Mature is Your BusinessHow Mature is Your Business
  30. 30. Demonstrate the Value of the Mobile ChannelDemonstrate the Value of the Mobile Channel • Baseline Performance • Compare Channels • Monetise Actions • Discover Optimisation Opportunities
  31. 31. Metrics BFF - ChallengeMetrics BFF - Challenge Click Through Rate Bounce Rate Sessions Users Screenviews per session Tim eon App Conversion Rate Average order Value
  32. 32. Metrics BFF - AnswersMetrics BFF - Answers • Click-through Rate <-> Bounce Rate • Sessions <-> Users • Time on App <-> Screen views per session • Conversion Rate <-> Average order value
  33. 33. Thank You. Theodore Hayes Head of Analytics, @HazeyTheo
  34. 34. www.digitalvidya.com Found It Useful? Join upcoming Digital Marketing Webinar live! http://www.digitalvidya.com/

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